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Where Is Green Going?

Where Is Green Going?



Green Marketing and Sustainable Print

Green Marketing and Sustainable Print



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    Where Is Green Going? Where Is Green Going? Presentation Transcript

    • The Green Scene Where is “green” going? 1
    • The “Green Thing” • A bit of history • And here we are… • What you can do • How to tell the world 2
    • Overnight Sensation • 2007 - “Green” went mainstream • 2400 trademark applications for green terms and phrases • 900 proposed marks with “clean” • 900 more with “eco-” • 2008 - More trademark applications • GREEN - 3240 applications (32% increase) • “eco-” - 1730 (86% increase) • “enviro-” - 530 (26% increase) • Green advertising up 3X between 2006 and 2008 • The sudden awakening? 3
    • Back to the Future • Resource conservation and environmental stewardship – ‘30s - The Dust Bowl • Origins of awareness: Silent Spring, Rachel Carson, 1962 – ‘60s - The “hippie” fringe • 1970 - Earth Day • 1987 - definition of sustainability – “meet present needs without compromising the ability of future generations to meet their needs” 4
    • Green Bandwagon 1989 • We were ready 20 years ago, what happened? • New fear, excitement, and hope – Natural/man made disasters around the world – Fall of the Berlin Wall • Green went mainstream, the first time... And then… 5
    • Hype Cycle: Failure to Meet Expectations • Biodegradable trash bags degraded too quickly • Ugly florescent bulbs gave off ugly light • Recycled paper products with the texture of sandpaper • Greener cleaners that didn’t clean And all too way expensive! 6
    • Today? • Depletion of natural resources • Government initiatives • Eco-management systems • Sustainability rating (DJSI) • Eco-labeling programs • Carbon “cap and trade” (and tax) 7
    • The World Turns Green 8
    • Consumers Want Green • Consumers clamoring for “greener” products • Manufacturers/marketers trying to meet the demand – Green advertising up • 10X in 20 years • 3X since 2006 • Are we delivering? 9
    • Green Marketing • Green Marketing: Make green alternatives seem normal and acceptable • Greenwashing: Making normal stuff seem green 10
    • Seven Sins of Greenwashing 1. Sin of the hidden trade-off 2. Sin of no proof 3. Sin of vagueness 4. Sin of irrelevance 5. Sin of lesser of two evils 6. Sin of fibbing 7. Sin of “worshiping false labels” Source: TerraChoice.com 11
    • Anti-Greenwashing • Understand environmental impacts across the entire lifecycle. • Understand/confirm the science behind each green marketing claim. • Provide evidence with third-party certifications. • Ensure your language is truthful; don’t use vague terms such as “environmentally friendly.” • Don’t offer a choice that’s unnecessary or even harmful. • Tell the truth. Always tell the truth. Source: TerraChoice.com 12
    • Who’s Responsible? • To be green is NOT the responsibility of the printer alone – Intent: does it need to be printed? – Design for green - begin with the end in mind. – Just what you need: no more, no less. • Designers and printers must form a tight bond if our future is to be sustainable 13
    • Principles of Environmentally Responsible Print • Is the best way to • Select materials with less communicate your impact and toxicity. message? • Increase use of recycled and renewable materials. • Rethink to use less material and less • Optimize production techniques to eliminate energy. scrap, error and waste. • Consider lifecycles from • Select lower-impact design through packaging and distribution production, use and systems. recovery. • Design for reduced energy • Design for recycling, use, water use, and waste reuse, and recovery. impacts. • Seek independently • Maximize the length of the verified data about product’s useful life. environmental aspects • Recover, reuse and recycle and lifecycle impacts. materials at “end of life.” 14
    • Our Customers Are Asking 15
    • We Can Help Them 16
    • Going Green… “Go Green” must go beyond paper and extend beyond the pressroom to all facets of the industry – from the supply chain to the consumer. FSC/SFI-certified paper and soy ink do not equal sustainable printing. 17
    • What We Can Do • Add green benefits to • Participate in community products/services events focused on green issues • Become carbon neutral • Produce a sustainability report • Buy carbon offsets • Reduce your carbon footprint • Change to more sustainable • Reposition your brand to be materials sourcing more green • Create more environmentally friendly packaging • Seek LEED certification for buildings • Donate money to environmental efforts • Share your sustainability story • Form partnerships with online and offline environmental agencies/NGOs • Use alternative energy • Improve sustainability of sources, such as wind, solar, current products etc. • Improve sustainability of supply • Increase the emphasis on chain green in marketing • Launch employee programs communications reducing environmental impact • More? • Launch new green products 18
    • Marketing 2.0 • One-way communication is over, your customers want you to engage them in meaningful conversation. They tell you about their needs; you influence their buying decisions. • Be social: – Website – Blog – Facebook page – LinkedIN profile – Twitter tweets – YouTube videos – Flickr photo albums – ...and on and on... • Doesn’t take much cash, just time 19
    • Questions? Comments? The greatest problem in communication ... the illusion that it has taken place! George Bernard Shaw
    • Contact Info: Gail Nickel-Kailing, Managing Director Business Strategies Etc. Cell: 425-894-8524 URL: www.business-strategies-etc.com SKYPE/Twitter: Gail_NK 21