Green Marketing The Good…the Bad… And Beyond S PEAKING  S USTAINABILITY
Speakers S PEAKING  S USTAINABILITY Jim Nail Speaking Sustainability Felice Kincannon
Agenda <ul><li>History of Green Marketing </li></ul><ul><li>What’s wrong with Green Marketing </li></ul><ul><li>Can it be ...
Green Claims are Booming Source: The 7 Sins of Greenwashing TerraChoice, April 2009
History of Green Marketing S PEAKING  S USTAINABILITY 1990 1994 A Short
History of Green Marketing S PEAKING  S USTAINABILITY 1994 1996 2000 A Short
History of Green Marketing S PEAKING  S USTAINABILITY 2010 A Short 2000
What’s Wrong with Green? <ul><li>Sayin’ it’s green don’t make it so </li></ul><ul><li>The “fig leaf” strategy </li></ul><u...
The Language of Green Marketing
Say it ain’t so…natural Active ingredient: Pyrethrin  Though “natural”, pyrethrin is classified by the EPA as a “restricte...
The “Certification” of Green
America’s Most Admired Companies The World’s Most Reputable Companies - Fortune -The Reputation Institute The Harris Inter...
Highjacking the Concept
Nobody’s perfect DMDM hydantoin –  antimicrobial  formaldehyde  releaser preservative
The k-cup dilemma: Fair Trade coffee vs. unrecyclable packaging
What Went Wrong with Green? <ul><li>Superficial attributes </li></ul><ul><li>Exaggerated claims </li></ul><ul><li>Lack of ...
S PEAKING  S USTAINABILITY Can Green Marketing be Fixed? FTC Green Guides increasing muscle General Benefits Certification...
Can Green Marketing be Fixed? S PEAKING  S USTAINABILITY
S PEAKING  S USTAINABILITY Beyond Green
Beyond… S PEAKING  S USTAINABILITY Product Focus Business  Focus Claims Perfection Goals Progress Brand image Transparency...
Marks & Spencer S PEAKING  S USTAINABILITY
S PEAKING  S USTAINABILITY
S PEAKING  S USTAINABILITY
 
S PEAKING  S USTAINABILITY
Beyond… <ul><li>Product… </li></ul><ul><ul><li>… to touch all relevant aspects of the business </li></ul></ul><ul><li>Clai...
Thank you! S PEAKING  S USTAINABILITY Jim Nail [email_address] http:// speakingsustainability.com   Felice Kincannon www.f...
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Beyond green marketing

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Green marketing has been stained by exaggerated claims of superficial benefits to the environment – “greenwash” -- leaving a skeptical consumer public and drawing increasing regulation by the FTC. But consumers are looking for brands that share their social and environmental values and leading firms have taken much more substantive operational changes that offer new opportunities for credible, effective communications.

The answer is a new approach based on authentic claims, transparent support of those claims and engaging directly with key audiences in a partnership around solutions.

Jim Nail of Speaking Sustainability and Felice Kincannon will lead the discussion to provide a framework, show examples and discuss successful strategies for making sustainability a core element of your brand.

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Beyond green marketing

  1. 1. Green Marketing The Good…the Bad… And Beyond S PEAKING S USTAINABILITY
  2. 2. Speakers S PEAKING S USTAINABILITY Jim Nail Speaking Sustainability Felice Kincannon
  3. 3. Agenda <ul><li>History of Green Marketing </li></ul><ul><li>What’s wrong with Green Marketing </li></ul><ul><li>Can it be fixed? </li></ul><ul><li>Beyond… </li></ul>S PEAKING S USTAINABILITY
  4. 4. Green Claims are Booming Source: The 7 Sins of Greenwashing TerraChoice, April 2009
  5. 5. History of Green Marketing S PEAKING S USTAINABILITY 1990 1994 A Short
  6. 6. History of Green Marketing S PEAKING S USTAINABILITY 1994 1996 2000 A Short
  7. 7. History of Green Marketing S PEAKING S USTAINABILITY 2010 A Short 2000
  8. 8. What’s Wrong with Green? <ul><li>Sayin’ it’s green don’t make it so </li></ul><ul><li>The “fig leaf” strategy </li></ul><ul><li>Hijacking the concept </li></ul><ul><li>Nobody’s perfect </li></ul>S PEAKING S USTAINABILITY
  9. 9. The Language of Green Marketing
  10. 10. Say it ain’t so…natural Active ingredient: Pyrethrin Though “natural”, pyrethrin is classified by the EPA as a “restricted use pesticide”
  11. 11. The “Certification” of Green
  12. 12. America’s Most Admired Companies The World’s Most Reputable Companies - Fortune -The Reputation Institute The Harris Interactive Reputational Quotient World’s Most Respected Companies -Harris Poll - Barron’s Top 10 Companies for Executive Women Top Companies for Women Executives - DiversityInc -NAFE 100 Best Companies for Working Mothers Top 50 Companies for Diversity - Working Mother - DiversityInc Energy Program of the Year Top Company to Work for in India -Platt’s Global Energy -Great Places to Work Institute MBA 100 Five Best Places to Work in Sweden - Fortune - Veckans Affarer and 10 more…
  13. 13. Highjacking the Concept
  14. 14. Nobody’s perfect DMDM hydantoin – antimicrobial formaldehyde releaser preservative
  15. 15. The k-cup dilemma: Fair Trade coffee vs. unrecyclable packaging
  16. 16. What Went Wrong with Green? <ul><li>Superficial attributes </li></ul><ul><li>Exaggerated claims </li></ul><ul><li>Lack of substantiation </li></ul><ul><li>Obfuscation </li></ul><ul><li>Oversimplification </li></ul>
  17. 17. S PEAKING S USTAINABILITY Can Green Marketing be Fixed? FTC Green Guides increasing muscle General Benefits Certifications Degradable and Compostable Recyclable Renewal Materials/Energy Carbon Offsets
  18. 18. Can Green Marketing be Fixed? S PEAKING S USTAINABILITY
  19. 19. S PEAKING S USTAINABILITY Beyond Green
  20. 20. Beyond… S PEAKING S USTAINABILITY Product Focus Business Focus Claims Perfection Goals Progress Brand image Transparency Solution Facilitator … Green Marketing… … Sustainability Communications … to…
  21. 21. Marks & Spencer S PEAKING S USTAINABILITY
  22. 22. S PEAKING S USTAINABILITY
  23. 23. S PEAKING S USTAINABILITY
  24. 25. S PEAKING S USTAINABILITY
  25. 26. Beyond… <ul><li>Product… </li></ul><ul><ul><li>… to touch all relevant aspects of the business </li></ul></ul><ul><li>Claims… </li></ul><ul><ul><li>… to promote goals and strategies </li></ul></ul><ul><li>Brand image… </li></ul><ul><ul><li>… to transparency of performance </li></ul></ul><ul><li>Solution… </li></ul><ul><ul><li>… to involve audiences </li></ul></ul><ul><li>Perfection… </li></ul><ul><ul><li>… to report progress </li></ul></ul>S PEAKING S USTAINABILITY
  26. 27. Thank you! S PEAKING S USTAINABILITY Jim Nail [email_address] http:// speakingsustainability.com Felice Kincannon www.felicekincannon.com Q & A

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