Hoe
wit
wast
groen?

 De
groene
energie
van
Electrabel
in

          een
ander
licht

Ewoud Monbaliu - Change Designer

                    Ewoud@changedesigners.be
                    www.changedesigners.be
...
Wat
voorafgaat

Het
is
jouw
energie

Context

•  2007:
Electrabel
ligt
onder
vuur
van
NGO’s
en

   consumenten


Uitgangspunten
markeIng

•  LegiImiteit
is
een
must
voor
de
marktleider

•  Electrabel
is
niet
groen

•  Spanning

  –  Bu...
PosiIonering

A
leader
caring
for
the
future





Electrabel
is
niet
groen,
maar
een
bedrijf
dat

haar
klanten
wil
betrekk...
Van
GreenmarkeIng


naar
Greenwashing

7 sins of Greenwashing
Wat? Waarom? Waarom niet? En hoe te vermijden?
‐
2.
Denial


                          ‐1.
Pretending

1.
Viewing
compliance
as
opportunity

anIcipate
regulaIons

    2....
What is Greenwashing?
Green wash
   (grēn'wŏsh', -
      wôsh')
 “verb: the act of misleading consumers
regarding practices of a company or the
...
1       


  Greenwash
is
misleading
the
public
by

 stressing
environmental
credenIals
of
a

person,
a
product
or
an
orga...
2      



Greenwash
is
an
environmental
claim

 which
is
unsubstanIated
(a
fib)
or

                             

     ir...
3        



It’s
greenwashing
when
a
company
or
organizaIon

     spends
more
Ime
and
money
claiming
to
be

  “green”
thr...
Why does
greenwashing happen?
1       


changing
buying
paVerns
in
consumer

              markets

CFC
FREE
|
ORGANIC
|
FREE
RANGE
|
CRUELTY
FREE
|

      BIO
|
DOPLPHIN
FRIENDLY
|
NON
TOXIC
|

   BIODEGRADABLE
|
RECYCLAB...
Smallest
of
niches
     Very
desirable

                      market,
set
to
grow

      
1/33
                  1/3

CULTURAL
CREATIVES
|
LOHAS
|
NEW
WORLD’S
|

      BLUE
GREEN’S
|
POSITIVE
CHOSERS
...
                                    ...
“Green is a new sort of ‘good manners’”
There is greenwashing, because
we’ve passed a tipping point.
Which is good
2        


         Our
educaIon: 

we’re
moIvated
to
tell
the
story

                                

   in
the
most
be...
Isn’t this how you would think
of advertising milk?
The risk is that same can happen
with greenvertising. Sometimes we
cannot blame ourselves

Making things look nice is our ...
Why all the fuss?
Why is that so bad?
•    More
complaints
against
adverIsing

•    Undermining
confidence
in
adverIsing

•    Sabotage
of
environmental
movement...
You
don’t
want
this
kind
of
circus

on
your
doorstep

But most important
2 ways you can
avoid greenwashing
1    


      SIck
to
the
MAIN
PRINCIPLE
of

              GreenverIsing:
                           


    “Green Marke*n...
2    


  Be
aware
of
the

                 


“seven sins of
Greenwashing”:
Cut
out
and
keep


1. The
sin
of
suggesIve
pictures

2. The
sin
of
the
hidden
trade
off

3. The
sin
of
no
proof

4. The
sin...
1   

The
sin
of
suggesIve
pictures:

 Green images that indicate a (un‐
       jus*fied) green impact,  
like
flowers
bloom...
2
      

The
sin
of
the
hidden
trade
off:

Sugges*on of being Green, based on a single 
  environmental aDribute, while bl...
Stroom
met
groene
strik
is
nog
geen

          groene
stroom   





      4%

3      

          The
sin
of
no
proof

Claims that could be right, but are not supported by any 
             evidence, o...
4
     

     The
sin
of
vagueness


Claims that are expressed with fluffy 
  language with no clear meaning , 

   
like
‘p...
5      

      
The
sin
of
irrelevance

      environmental claims that are redundant and 
                  unimportant f...
6      

The
sin
of
lesser
of
two
evils

These are “green” claims that may be true within  
        the product category, ...
Debat? 2.0? Open? Forum?
7    

    The
sin
of
fibbing


  out‐right lying, and produce 
totally fabricated claims or data 
  Like
driving
climate
n...
Relocate dreams | Frame ambitions
   | Deliver with true milestones
          | Be open, be true
Thanks
for
your
aVenIon!


          Ewoud Monbaliu - Change Designer

          Ewoud@changedesigners.be
          www.ch...
Seven sins of Greenwashing Kauri
Seven sins of Greenwashing Kauri
Seven sins of Greenwashing Kauri
Seven sins of Greenwashing Kauri
Seven sins of Greenwashing Kauri
Seven sins of Greenwashing Kauri
Seven sins of Greenwashing Kauri
Seven sins of Greenwashing Kauri
Seven sins of Greenwashing Kauri
Seven sins of Greenwashing Kauri
Seven sins of Greenwashing Kauri
Seven sins of Greenwashing Kauri
Seven sins of Greenwashing Kauri
Seven sins of Greenwashing Kauri
Seven sins of Greenwashing Kauri
Seven sins of Greenwashing Kauri
Seven sins of Greenwashing Kauri
Upcoming SlideShare
Loading in …5
×

Seven sins of Greenwashing Kauri

1,403 views

Published on

The seven sins of Greenwashing for Kauri

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

No Downloads
Views
Total views
1,403
On SlideShare
0
From Embeds
0
Number of Embeds
6
Actions
Shares
0
Downloads
26
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Seven sins of Greenwashing Kauri

  1. 1. Hoe
wit
wast
groen?
 De
groene
energie
van
Electrabel
in
 een
ander
licht

  2. 2. Ewoud Monbaliu - Change Designer Ewoud@changedesigners.be www.changedesigners.be Stefaan Vandist – Strategic Planner stefaan@trinity-planning.be www.trinity-planning.be What
in
the
world
can
we
change
for
you?

  3. 3. Wat
voorafgaat

  4. 4. Het
is
jouw
energie

  5. 5. Context
 •  2007:
Electrabel
ligt
onder
vuur
van
NGO’s
en
 consumenten


  6. 6. Uitgangspunten
markeIng
 •  LegiImiteit
is
een
must
voor
de
marktleider
 •  Electrabel
is
niet
groen
 •  Spanning
 –  Burgers:
algemeen
belang
 –  Consumenten:
het
beste
voor
eigen
belang
 •  Hoe
duurzaamheid
gebruiken
om
de
band
met
 de
consument
aan
te
halen?

  7. 7. PosiIonering
 A
leader
caring
for
the
future
 Electrabel
is
niet
groen,
maar
een
bedrijf
dat
 haar
klanten
wil
betrekken
in
een
project

  8. 8. Van
GreenmarkeIng

 naar
Greenwashing

  9. 9. 7 sins of Greenwashing Wat? Waarom? Waarom niet? En hoe te vermijden?
  10. 10. ‐
2.
Denial
 ‐1.
Pretending
 1.
Viewing
compliance
as
opportunity
 anIcipate
regulaIons
 2.
Making
value
chains
sustainable
 LCA
–
opImizing
the
boVom‐line
 3.
Designing
sustainable
Products
and
 services
(re)design
sustainable
offerings
 4.
Developing
new
business
models

 finding
novel
ways
of
delivering
and
capturing
value
 5.
CreaIng
Next‐PracIce
Pla_orms
 blow
the
take‐make‐waste
logic
 Hallo, op welke verdieping zit je?
  11. 11. What is Greenwashing?
  12. 12. Green wash (grēn'wŏsh', - wôsh') “verb: the act of misleading consumers regarding practices of a company or the environmental benefits of a product or service.”
  13. 13. 1 
 Greenwash
is
misleading
the
public
by
 stressing
environmental
credenIals
of
a
 person,
a
product
or
an
organizaIon
when
 
 these
are
unfounded
or
irrelevant
  14. 14. 2 
 Greenwash
is
an
environmental
claim
 which
is
unsubstanIated
(a
fib)
or
 
 irrelevant
(a
distracIon)
  15. 15. 3 
 
It’s
greenwashing
when
a
company
or
organizaIon
 spends
more
Ime
and
money
claiming
to
be
 “green”
through
adverIsing
and
markeIng
than
 actually
implemenIng
business
pracIces
that
 
 minimize
environmental
impact.
  16. 16. Why does greenwashing happen?
  17. 17. 1 
 changing
buying
paVerns
in
consumer
 markets

  18. 18. CFC
FREE
|
ORGANIC
|
FREE
RANGE
|
CRUELTY
FREE
|
 BIO
|
DOPLPHIN
FRIENDLY
|
NON
TOXIC
|
 BIODEGRADABLE
|
RECYCLABLE
|
ECO
|
CARBON
 NEUTRAL
|
FSC
|
AGAINST
ANIMAL
TESTING
|
 VEGAN
|
FAIRTRADE
|
LOCAL
|
OZONE
FRIENDLY
|
 CARBON
OFFSET 

  19. 19. Smallest
of
niches
 Very
desirable
 market,
set
to
grow
 
1/33
 1/3

  20. 20. CULTURAL
CREATIVES
|
LOHAS
|
NEW
WORLD’S
|
 BLUE
GREEN’S
|
POSITIVE
CHOSERS
... 
 They
are
all
high‐educated,
involved,
acIve,
merely
 urban,
double
income,
early‐adapIng,
...

And
 marketers
are
starving
to
get
them 

  21. 21. “Green is a new sort of ‘good manners’”
  22. 22. There is greenwashing, because we’ve passed a tipping point. Which is good
  23. 23. 2 
 Our
educaIon: 
 we’re
moIvated
to
tell
the
story
 
 in
the
most
beauIful
way 

  24. 24. Isn’t this how you would think of advertising milk?
  25. 25. The risk is that same can happen with greenvertising. Sometimes we cannot blame ourselves Making things look nice is our nature
  26. 26. Why all the fuss? Why is that so bad?
  27. 27. •  More
complaints
against
adverIsing
 •  Undermining
confidence
in
adverIsing
 •  Sabotage
of
environmental
movement
in
business
 •  Honestly…It
is
simply
annoying
 •  Bad
press
aVenIon
 •  Decreasing
employer
moIvaIon
 •  Decreasing
goodwill
of
strategic
stakeholders
 •  And
last
but
not
least…

  28. 28. You
don’t
want
this
kind
of
circus
 on
your
doorstep

  29. 29. But most important
  30. 30. 2 ways you can avoid greenwashing
  31. 31. 1 
 SIck
to
the
MAIN
PRINCIPLE
of
 GreenverIsing: 
 “Green Marke*ng is not about making  normal things seem green (greenwashing),  it is about making green stuff seem normal” 
  32. 32. 2 
 Be
aware
of
the
 
 “seven sins of Greenwashing”:
  33. 33. Cut
out
and
keep
 1. The
sin
of
suggesIve
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

  34. 34. 1 
 The
sin
of
suggesIve
pictures:
 Green images that indicate a (un‐ jus*fied) green impact,   like
flowers
blooming
from
exhaust
 pipes

  35. 35. 2
 
 The
sin
of
the
hidden
trade
off:
 Sugges*on of being Green, based on a single  environmental aDribute, while blurring all  other parameters which are maybe more  important,   like
a
Hummer
that
is
claiming
that
it
is
a
 Hybrid

  36. 36. Stroom
met
groene
strik
is
nog
geen
 groene
stroom 
 4%

  37. 37. 3 
 The
sin
of
no
proof
 Claims that could be right, but are not supported by any  evidence, or by any reliable third‐  party cer*fica*on,   like
Household
lamps
that
promote
their
energy
 efficiency
without
any
supporIng
figures
or
 cerIficaIon.


  38. 38. 4
 
 The
sin
of
vagueness
 Claims that are expressed with fluffy  language with no clear meaning ,  
like
‘planet‐friendly’
packaging

  39. 39. 5 
 
The
sin
of
irrelevance
 environmental claims that are redundant and  unimportant for customers   seeking environmentally preferable products. It   is irrelevant and therefore distracts the   consumer from finding a truly greener op*on.  Like
‘unleaded
fuel
(all
fuel
in
Europe
is
unleaded)
 …

  40. 40. 6 
 The
sin
of
lesser
of
two
evils
 These are “green” claims that may be true within   the product category, but that risk   distrac*ng the consumer from the greater   Health‐ or other nega*ve   impacts of the category as a whole  Like
organic
cigareVes

  41. 41. Debat? 2.0? Open? Forum?
  42. 42. 7 
 The
sin
of
fibbing
 out‐right lying, and produce  totally fabricated claims or data  Like
driving
climate
neutral

  43. 43. Relocate dreams | Frame ambitions | Deliver with true milestones | Be open, be true
  44. 44. Thanks
for
your
aVenIon!
 Ewoud Monbaliu - Change Designer Ewoud@changedesigners.be www.changedesigners.be Stefaan Vandist – Strategic Planner stefaan@trinity-planning.be www.trinity-planning.be

×