1. The creative sustainable
opportunity
“The Green Marketing Triangle”
www.trinity-planning.be

2. My program
+ +
Why? How? What?
1st of April 6th of Mai 3rd of June
Harves/ng an opportunity Green includes a broad diversity Crea/ng support
in a truthful way of strategies among stakeholders

3. 13u40 – …
#1
“Previously on Milk the
Green cow”
A 10 minutes recap

4. Cut out and keep
“The seven sins of Greenwashing”
1. The sin of sugges<ve pictures
2. The sin of the hidden trade off
3. The sin of no proof
4. The sin of vagueness
5. The sin of irrelevance
6. The sin of lesser of two evils
7. The sin of fibbing

5. “Seven bottom-line benefits
for going green”
y
sa ll ver
abi lity i trying
Sustain ut I’m ere
nic e, b usiness h
b
to run a )
ss
(t he bo
1. Easier Hiring of top talent
2. Higher reten<on of top talent
3. Higher produc<vity of employees
4. Reduced expenses in manufacturing
5. Reduced expenses at commercial sites
6. Increased revenue
7. Reduced risk

6. “Seven steps from dark-grey to bright-green”
1. Denial of responsibility
2. Pretending to be green
3. Compliance to regula<on
4. Lifecyle op<mizing
5. Eco‐design
6. New business models
7. Next prac<ce plaTorms

7. “Seven building blocks to build a belief system”
1) Unique performance
2) Sharable and flattering story
3) Connection with a larger societal
movement
4) Clear and single-minded eco-benefit
5) Credible proof
6) Credible corporate intention
7) Ease & attractiveness

8. “The practical exercise”

9. #1
15 min. - Recap April session/ Program of today
Today #2
15 min. – Strategy based on how people think
#3
15 min. – Strategy based on product, brand and company agenda
15 min. – Application on case in group
#4
30 min. - BREAK
#5
15 min. – Strategy based on sharing responsibility and big ideal
15 min. – Application on case in group
#6
15 min. – Strategy based on business innovation
15 min. – Application on case in group
#7
15 min. – Connect the right dots
20 min. – Wrap-up (Tomas Beerthuis)

10. Today
A strategic Successful Kick start
Applica<on
angle point Examples ques<on

11. #2
“Strategy based on how we think”

14. What is gona work best?
If you isolate your house, you’ll save
350 Euro a year
vs.
If you isolate your house, you won’t
loose 350 Euro a year

15. Wanna fight child obesi/es?
Buying smaller cups is a very effec<ve strategy

16. Who are we going to address?
Reflective system:
 Controlled
 Effortful
 Deductive
 Slow
 Self-aware
 Rule-following
Automatic system:
 Uncontrolled
 Effortless
 Associative
,  Fast
eha viour
io us b , habit  Unconscious
R outin choice  Skilled
ive
intuit

17. What will Linda do?
Bank Clerk and ac/vist in the feminist
movement
vs.
Bank Clerk

18. High brainy involvement
Insights:
 Status quo bias
 Surreal optimism
Strategies:
 Lack to loose  Anchoring (like framing)
 Tendency to social  Availability (like default)
confirmation  Representativeness
(associative)
Low brainy involvement

20. Good examples
(imagine you are a bus)

21. Good examples
(imagine you are a bike)

22. Good examples
(imagine you are a newspaper)

24. #3
“Strategy based on the company/
brand/ product agenda”

25. Company
Brand belief
credibility
Product
experience
25

26. The Brand
Associate
with doing
good
Connect Trojan
brand to tribe horse
The Buyer:
posi<ve and
his automatic system
sustainable
New business his reflective system
model Change usage
growth
Give Performance
the right Develop of more
Challenge
example your market or less
consumption
The Company The Product

27. Framing Poin/ng
1) SETTING AN EXAMPLE

28. 3rd party label Cause related partner
2) ACCOCIATE BRAND WITH DOING GOOD

30. Less More
3) PRODUCT EXPERIENCE THAT BENEFITS MORE OR LESS

31. #4
“Break”

32. #5
“Strategy based on sharing
responsability and a big ideal”

33. The Brand
Associate
with doing
good
Connect Trojan
brand to tribe horse
The Buyer:
posi<ve and
his automatic system
sustainable
New business his reflective system
model Change usage
growth
Give Performance
the right Develop of more
Challenge
example your market or less
consumption
The Company The Product

34. Educate Evangelize
4) DEVELOP THE MARKET:

35. Inclusive Exclusive
5) CONNECT TO A TRIBE:

36. Switch Cut
6) CHANGE USAGE

37. #6
“Strategy based on business
innovation”

38. Social produc/on Property
7) NEW BUSINESS MODELS

39. Tradi/ons New cool
8) TROJAN HORSE

40. Sharing Treasure
9) CHALLENGE CONSUMPTION

41. #7
“Connecting the right dots”

42. The Brand
Associate
with doing
good
Connect Trojan
brand to tribe horse
The Buyer:
posi<ve and
his automatic system
sustainable
New business his reflective system
model Change usage
growth
Give Performance
the right Develop of more
Challenge
example your market or less
consumption
The Company The Product

43. Fill in and connect the dots
Larger societal
movement
Spreadable Ease and
fla[ering story a[rac<veness
Logical
belief
Unique system Reliable
corporate
performance
inten<on
Single‐minded
Credible proof
eco‐benefit

44. Thanks for your dedication!