OgilvyEarth Webinar: From Greenwash to Great

2,186 views

Published on

A Practical Guide to Great Green Marketing
(without the Greenwash)

Published in: Business, Technology
0 Comments
3 Likes
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
2,186
On SlideShare
0
From Embeds
0
Number of Embeds
16
Actions
Shares
0
Downloads
156
Comments
0
Likes
3
Embeds 0
No embeds

No notes for slide

OgilvyEarth Webinar: From Greenwash to Great

  1. 1. From Greenwash to Great. A Practical Guide to Great Green Marketing (without the Greenwash)
  2. 2. Freya Williams Senior Partner, Worldwide Planning Director OgilvyEarth Andrew Winston Jeff Seabright Author of Green Recovery VP Environment and and co-author Water Resources of Green to Gold The Coca Cola Founder & President, Company Winston Eco-Strategies Seth Farbman Senior Partner, Worldwide Managing Director OgilvyEarth
  3. 3. Today’s Webinar Overview Greenwash: Some Context From Greenwash to Great: The Handbook Client Example: Coca Cola Questions
  4. 4. green•wash: (n) Disinformation disseminated by an organization so as to present an environmentally responsible public image. Derivatives greenwashing (n). Origin from green on the pattern of whitewash. —Concise Oxford Dictionary, Tenth Edition
  5. 5. A Greenwash Epidemic?
  6. 6. 6 The Risks Why Greenwash Matters
  7. 7. 1 Environmental Opportunity Cost “Our global ecological footprint has doubled over the last 40 years to the point that, if the whole human population consumed at this rate, we would need 4-5 planet Earths just to keep up.” Pavan Sukhdev, The Economics of Ecosystems and Biodiversity
  8. 8. 2 Reputational damage “No one benefits. The company puts itself at serious reputational risk.” Ian Higgins, OgilvyEarth advisor “The only thing that has sunk lower than the public’s opinion of congress during this recession is its opinion of business.” Time Magazine
  9. 9. 3 Consumer Alienation More than 50% of climate- savvy consumers believe brands’ sustainability-related claims are embellished or fabricated. Hopenhagen Community survey “Consumers face the challenge of knowing who is authentic.” Jeunesse Park, OgilvyEarth advisor
  10. 10. 4 Workforce Morale 46% of employers report improved employee morale as a result of environmentally responsible programs. Society for Human Resource Management
  11. 11. 5 Regulatory Penalties • FTC to update US Guides for the Use of Environmental Marketing Claims in 2010 • DEFRA announced plans to update the UK’s Guidance on Green Claims in March 2010 • ISO 14021 Requirements for Self- Declared Green Claims enforced through law in Australia, France and Norway • Canadian Competition Bureau and Canadian Standards Bureau released “Environmental Claims: a Guide for Industry and Advertisers” in 2008
  12. 12. 6 Leadership opportunity cost The market for sustainability- oriented products and services is valued at $200 billion in the US alone. Lohas “38% of US consumers make a conscious effort to purchase products from socially responsible companies. That’s evidence of a new social contract.” Time Magazine
  13. 13. Unlocking the Stalemate: A Fresh Approach From Greenwash to Great. A Practical Guide to Great Green Marketing (without the Greenwash)
  14. 14. Green Marketing without the Greenwash: The Handbook
  15. 15. The Handbook: 1 Planning Your Approach i Focus on Fundamentals 3 phases, ii Get Out Ahead iii Partner for Content and Credibility 9 principles 2 Developing Communications i Make Honesty a Priority ii Find Strength in Humility iii Embrace the Detail iv Show, Don’t Tell 3 Launch and Beyond i Become a First Responder ii Commit for the Long Term
  16. 16. The Handbook: 1 Planning Your Approach i Focus on Fundamentals 3 phases, ii Get Out Ahead iii Partner for Content and Credibility 9 principles 2 Developing Communications i Make Honesty a Priority ii Find Strength in Humility iii Embrace the Detail iv Show, Don’t Tell 3 Launch and Beyond i Become a First Responder ii Commit for the Long Term
  17. 17. Planning Your Approach Plan ahead to create a solid foundation from which to build. Avoiding Greenwash starts long before your creative team sits down to write.
  18. 18. i Focus on Fundamentals DO iT BY: starting on the inside, and with a truly substantial story – which usually means building the plot from scratch. DO iT WiTh: clarity about your brand’s biggest impacts, and willingness to redress them through big change. DO iT LikE: Hellmann’s Real Mayonnaise.
  19. 19. ACHIEVING EGG-CELLENCE: Hellmann’s earned immediate positive media and NGO attention. Leading animal welfare organization Compassion in World Farming (CIWF) recognized its initiative–which involves sourcing 475 i million free-range and barn eggs every year–by awarding Hellmann’s two of its prestigious Good Egg Awards.
  20. 20. Developing Communications Principles to bear in mind as you develop the content and tone of your communications. Hints: tell the truth and be specific.
  21. 21. iii Embrace the Detail DO iT BY: telling the truth about the truth (and nothing but the truth). DO iT WiTh: healthy respect for the ability of your consumers—and the influencers they follow— to read between the (tag)lines. DO iT LikE: Coca-Cola’s PlantBottle
  22. 22. SEEDS OF CHANGE: PlantBottle has launched in Canada and on iii the US West Coast, and will be launching in Mexico and Brazil this year. While sales data is not yet available, Coca-Cola has already enjoyed the public advocacy of eminent NGOs: the Climate Group called PlantBottle “a revolutionary solution,” and WWF’s president and CEO, Carter Roberts, said, “The Coca- Cola Company is a company with the power to transform the marketplace, and the introduction of the PlantBottle is yet another great example of their leadership on environmental issues.”
  23. 23. Launch and Beyond Continue to avoid greenwash post-launch. How your brand behaves is at least as important as what your communications say.
  24. 24. i Become a First Responder DO iT BY: being prepared to act fast in the face of criticism and collaborate with decriers on solutions before deep reputational damage is done. DO iT WiTh: speed and a collaborative open- source spirit, plus a ban on being defensive. DO iT LikE: Timberland
  25. 25. THE WATCHDOGS RESPOND: After Timberland’s quick response, its former foe became a friend. Greenpeace forest i campaigner Lindsey Allen said of the brand: “Timberland has raised the bar for environmentally and socially responsible leather-sourcing policies in the Amazon.”
  26. 26. ii Commit for the Long Term DO iT BY: Committing fully - from C-suite to graveyard shift. Feeling good about your commitment. Feeding the pipeline with a steady stream of news. DO iT WiTh: Divine Discontent DO iT LikE: The Coca - Cola Company
  27. 27. ii Muhtar kent Chairman & CSO, September 10, 2009 “Sustainability and social responsibility are not public relations initiatives, or compliance check-offs, or nice ’to-dos.’ In a world where populations are growing… …where natural resources are stressed… …where communities are forced to do more with less… …and where consumers’ expectations are expanding… sustainability is core to our business continuity and survival.”
  28. 28. Parting Words: Are you still up for it—for the most challenging, exhilarating, rewarding project of your career? groundbreaking work Then welcome aboard. galvanized workforce Consumers are hungry for you to grateful consumers succeed (84% of them would rather buy green products and services)— gangbuster sales as are your colleagues. Merging great sustainability efforts with great marketing can be done; and when it is done well, it can lead to:
  29. 29. Questions? To download the entire guide, go to ogilvyearth.com/greenwash For more information contact ogilvyearth@ogilvy.com

×