KEYNOTE: GREEN MARKETING

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Green Marketing is not only an ethical concern, but likewise a business opportunity that BENEFITS us ALL.

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KEYNOTE: GREEN MARKETING

  1. 1. GREEN MARKETING TEYES WIDE OPEN O R O N T O
  2. 2. SUSTAINABILITY AND GROWTHTHE DILEMMA THE TREND
  3. 3. HOW TO BECOME A SUSTAINABLE COMPANY STAGE ONE STAGE TWO • CODIFYING THE NEW• REFRAMING COMPANY IDENTITY IDENTITY • Employee Engagement• Leadership Commitment • Mechanisms for Execution• External Engagement• • Example: DOW CHEMICAL Example: NATURA • Change CapabilitiesSUPPORTIVE CULTURE • Innovation • Trust
  4. 4. TORONTO: LIVE GREEN• Live Green Education/TED TALKS• Recycling/Act on knowledge• Green your House/Your Business• Green Roof/White roofs• Toronto Composting/Get growing (PDF)• Toronto Community Gardens• City tap water vs. Bottled water• Queen of Green (David Suzuki)• CHANGE YOUR FOOD/TED TALKS• Cycling Routes/Map/ BOGOTA www.toronto.ca/livegreen
  5. 5. TORONTO: RECYCLING• WASTE WIZARD• BLUE BIN• GARBAGE BIN• GREEN BIN• YARD WASTE• OVERSIZE AT CURB• ELECTRONICS• DROP-OFF DEPOTS WASTE WIZARD• PALATINO *** www.toronto.ca/livegreen
  6. 6. TORONTO: RECYCLING•P•O•S•T•E•R
  7. 7. TORONTO: GREEN YOUR HOUSE• REDUCE• Recycle/Reuse/Regift• LED lights/CFL bulbs• Inefficient appliances• Think solar• CANADA: Trees for shade/ Sun for heat• Local Food/Locavore• Vegetarianism and methane gas?• Bike to work/Walk• Hybrid Car (Prius/Focus)
  8. 8. TORONTO: GREEN ROOF www.toronto.ca/greenroofs whiteroofproject.org/
  9. 9. TORONTO:COMPOSTING/COMMUNITY GARDENSCOMPOSTING/COMMUNITY GARDENS www.tcgn.ca www.ted.com/talks/stephen_ritz_a_teacher_growing_green_in_the_south_bronx
  10. 10. VANCOUVER: MARKETING GREEN www.vancouver.ca/green-vancouver www.vancouver.ca/green-vancouver/sustainable-programs-for-businesses
  11. 11. CITY WATER vs BOTTLED WATER CASE STUDY UNIT 7 QuickTime™ and a decompressor are needed to see this picture. www.storyofstuff.org
  12. 12. QUESTIONING GREEN MARKETING GREEN MARKETING• What GREEN MARKETING is your company involved in? Internally? Externally? How can one MARKET green? Is green a passing TREND?• How can company leaders foster SUSTAINABILITY within their company? How do they transform the company´s IDENTITY in this direction? What kind of EXTERNAL help/engagement is required?• Why are there no COLOMBIAN green companies in the top global 500? How can WE change this? What factors INHIBIT green change? www.thedailybeast.com/newsweek/features/green-rankings/2011/international• How to deal with the dilemmas of SUSTAINABILITY and GROWTH? Have you watched Al Gore’s AN INCONVENIENT TRUTH (available on TED)? Other documentaries?• How do you get employees ENGAGED in this process? What MECHANISMS/STRATEGIES for execution can you think of? Have you had green EXPERIENCES?• Is a green culture MORE/LESS productive? Can you provide EXAMPLES? (Ford, Natura, IBM)• BUT MOST IMPORTANT: How GREEN are YOU?
  13. 13. WASTELAND: OUR GARBAGE QuickTime™ and a decompressor are needed to see this picture. “What I really wanted to do was to be able to change the lives of a group of people with the same materials that they work with everyday.” www.wastelandmovie.com

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