UL Environment – TerraChoice   Making Green Make Sense Making & Selling Greener Products in 2012                          ...
Source: TerraChoice
Complicated Markets               Talk to the                 hand.  RAW NUTZ*             HERBs*        MOSS*         WEE...
Complicated Markets  RAW NUTZ*             HERBs*        MOSS*         WEEDs*          SCUM*  Righteous & Willing   Hopefu...
Complicated Products                       5
Complicated Laws                   6
7
Eco-labeling: Problem • A dime a dozen • We bought this   one online   for $15                        8
…….and Solution                  9
Greener Product World                        10
Companies Improve            Less greenwashing                    11
Recommendations: Greener Product  Success                               External                      Internal            ...
Recommendations: Greener ProductSuccess1.   Sustainability Value Mapping2.   Transparency3.   Incremental progress, withou...
THANK YOU.Libby BernickVice President, UL Environmentelizabeth.bernick@ul.com
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Green Markets & Marketing, Sustainability Value Mapping

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Green Markets & Marketing, Sustainability Value Mapping

  1. 1. UL Environment – TerraChoice Making Green Make Sense Making & Selling Greener Products in 2012 Libby Bernick Vice President, UL Environment elizabeth.bernick@ul.com © 2012 Underwriters Laboratories Inc.
  2. 2. Source: TerraChoice
  3. 3. Complicated Markets Talk to the hand. RAW NUTZ* HERBs* MOSS* WEEDs* SCUM* Righteous & Willing Hopeful Masses Of Waiting for Stubborn Comatose Nature Unspoiling Eco-Ranting Sustainable Everyone Else Undereducated Total Zealots Buyers Demographic Mainstream Starters
  4. 4. Complicated Markets RAW NUTZ* HERBs* MOSS* WEEDs* SCUM* Righteous & Willing Hopeful Masses Of Waiting for Stubborn Comatose Nature Unspoiling Eco-Ranting Sustainable Everyone Else Undereducated Total Zealots Buyers Demographic Mainstream Starters
  5. 5. Complicated Products 5
  6. 6. Complicated Laws 6
  7. 7. 7
  8. 8. Eco-labeling: Problem • A dime a dozen • We bought this one online for $15 8
  9. 9. …….and Solution 9
  10. 10. Greener Product World 10
  11. 11. Companies Improve Less greenwashing 11
  12. 12. Recommendations: Greener Product Success External Internal Market Drivers Value Proposition NGOsSustainability Value Competitors CorporateMapping Customers Gov’t Brand Product Final Product Users Sustainability Value Mapping Science-based strategies that resonate with customers 12
  13. 13. Recommendations: Greener ProductSuccess1. Sustainability Value Mapping2. Transparency3. Incremental progress, without overstatement4. Third-party certifications5. Journey 13
  14. 14. THANK YOU.Libby BernickVice President, UL Environmentelizabeth.bernick@ul.com

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