Wendy Buckley - Carbon Footprint North Hants  05.05.2011
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  • Green claims Guidance:www.defra.gov.uk/environment/business/marketing/glc/pdf/genericguide.pdf
  • Make claims you can’t substantiateZero carbon emissions car – RenaultCarbon neutral business – when you’ve only offset the office energy consumptionMake eco-gaffs in front of your stakeholdersThrow plastic cups in the bin at your site or off-site Blag about arriving at a customer site in your BMW 7 series petrol carLeave the lights blazing 24/7 in your corporate offices Assume your clients understand your efforts Unless you / your sales team explain to them !Miss the low Carbon opportunityMore sales tenders and customer selections are being based on environmental credentials - London 2012, public sector procurement Think the legislation will ‘just go away’It will cost your budgets It will cost your brand & reputation much more

Wendy Buckley - Carbon Footprint North Hants  05.05.2011 Wendy Buckley - Carbon Footprint North Hants 05.05.2011 Presentation Transcript

  • Environmental Labelling – What is it and why it matters to You
    Dr Wendy Buckley
    Director
    Carbon Footprint Ltd
  • Green claims in advertising have tripled between 2006 and 2008
    Most claims in print media, 68%
    Specifically broadsheets ; targeting ‘up market influencers’
    Three dominant sectors making green claims
    Automotive
    Energy
    Public sector
    61% of green claims relate to the promotion of a specific product or service
    37% focus on environmental message alone; 63% use a green message in combination with an additional benefit
    “green & cost” and “green & performance”
    Only 13% of ‘green’ adverts identify a third party organisation supporting the claim being made.
    New DEFRA Green Claims Code & ASA remit puts advertising under the spotlight more than ever
    “Just a load of Greenwash?”
  • Renault were pulled up by ASA
    The ASA demanded Renault withdrew the ad because it exaggerated environmental benefits. The Twingo is in the third-highest category for vehicle excise duty which ranks cars by their emissions, and it isn’t included in the Department for Transport’s selection of top 10 low-CO2 cars. Renault was also told that because the ad failed to explain the criteria for cars to be included in its Eco2 scheme, it had “breached the code of conduct over substantiation, truthfulness and environmental claims”.
  • ... There are over a hundred different labels around...
  • Environmental Labelling...What is it and why it matters to You
    What they are - the market & drivers
    Why they are relevant to You
    Which ones to go for – how much does it cost ?
    How to ‘extract value’ from environmental labels
    Do’s and Don’ts
    What lies ahead      
  • Different product & service lines
    Different industry sectors
    Different countries
    Government / EU ‘accredited’
    ‘Self certified’
    Just because it doesn’t have government backing doesn’t mean it’s no good
    There is a multitude of different regulated and unregulated labels...
  • ...Because there is growing consumer demand & regulation
    Business to Consumer
    More than £2 billion worth of goods bearing carbon labels have now been sold in the UK,
    Business to Business
    £1billion of sales of carbon-labelled goods came from the business-to-business sector.
    Regulatory pressure
    Centre for Retail Research estimates that sales of carbon-labelled goods could double by the end of 2012 and reach £15bn by 2015.
  • Environmental labels help you to manage a Sustainable Business
    Purchasing
    Do your suppliers operate ISO14001 Environmental Management System
    Do they disclose their Carbon Footprint / are they Carbon Neutral
    Can their products be recycled
    What are the products’ energy ratings ?
    Operating
    Environmental Management Systems - drive down impact & save you costs
    Marketing, Selling & Managing your Brands
    Supplier pre-selection based on your on-line credentials
    Make sure you are invited to tender
    SMEs are quicker to adapt and can often develop environmental credentials faster than corporates – leading to sales tender success
  • What’s in it
    Environmental policy
    Environmental action plan
    Environmental Aspects register
    Legislation register
    Communications log
    Roles &responsibilities log
    Records log
    Audit
    Ease & timing
    3-6 months typical time to get certified
    3-4 man weeks effort
    Easier if you already have ISO9001
    Return on Investment
    Cost savings x10
    Sales benefits x100
    ISO14001 can help you to be an environmental business
  • When considering investing in labels think about
    Needs of your key clients
    Target Market
    Sales potential of the label
    Standards, credibility and reputation of the label
    Potential costs of applying & maintaining status
    Rules of the schemes
  • So which one is for my business & how much does it cost ?
    Prioritise your market need to manage costs , ease & resource. Some SME funding may be available.
  • How to Extract Value from your labels
    Make them central to your Marketing
    Look beyond your traditional target markets
    Ensure your labels appear on all ‘collateral’
    Sales proposals
    Recruitment &HR
    On-line and Off-line
    Communicate it
    Press & Social Media
    Sales teams , distributors & agents
    Colleagues
    Win awards
    E.g. Sustainable Business Partnership
  • In the future we’ll have ....
    More pressure to be sustainable
    Carbon reporting & taxing
    More ‘Harmonised’ labels
    More on-line / software tools to help us DIY
    Incentives to assist us invest
  • Do
    Follow the new DEFRA Green Claims guidelines
    http://bit.ly/GreenClaims
    Develop independently verified credentials
    Be sure they are accurate
    Get a third party stamp of approval
    Be a environmental supply chain hero
    Select your suppliers via their environmental credentials - you’ll enhance your offerings
    ‘Live the Labels’
  • Don't
    Make up your own labels – make claims you can’t substantiate
    Assume your clients understand your efforts
    Miss the Environmental opportunity / Think the regulations will ‘just go away’
  • Any questions ?
    wendy.buckley@carbonfootprint.com
    01256 345645