Tools And Measurement


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  • Tools And Measurement

    1. 1. Towards Sustainable Practice Communication without ‘Greenwash’ - Verification, Measurement and Reporting
    2. 2. Communicating without ‘greenwash’ Verification and verification standards Measurement and measurement tools Reporting tools
    3. 4. <ul><li>Communicating without ‘Greenwash’ </li></ul><ul><li>What is ‘greenwash’ and why don’t we want to go there? </li></ul>
    4. 5. <ul><li>1. Sin of the Hidden Trade-Off: e.g. “Energy-efficient” electronics that contain hazardous materials. 998 products or 57% of all environmental claims committed this Sin. </li></ul><ul><li>2. Sin of No Proof: e.g. Shampoos claiming to be “certified organic,” but with no verifiable certification. 454 products and 26% of environmental claims committed this Sin. </li></ul><ul><li>3. Sin of Vagueness: e.g. Products claiming to be 100% natural when many naturally-occurring substances are hazardous, like arsenic and formaldehyde. Seen in 196 products or 11% of environmental claims. </li></ul>Source: TerraCoice
    5. 6. <ul><li>4. Sin of Irrelevance: e.g. Products claiming to be CFC-free, even though CFCs were banned 20 years ago. This Sin was seen in 78 products and 4% of environmental claims. </li></ul><ul><li>5. Sin of Fibbing: e.g. Products falsely claiming to be certified by an internationally recognized environmental standard like EcoLogo, Energy Star or Green Seal. Found in 10 products or less than 1% of environmental claims. </li></ul><ul><li>6. Sin of Lesser of Two Evils: e.g. Organic cigarettes or “environmentally friendly” pesticides, This occurred in 17 products or 1% of environmental claims. </li></ul>Source: TerraCoice
    6. 7. Carbon Off-Setting <ul><li>A “carbon offset” is an emission reduction credit from another organisation’s project that results in less carbon dioxide or other greenhouse gases in the atmosphere than would otherwise occur. </li></ul><ul><li>Many types of activities can generate carbon offsets. </li></ul>Source:
    7. 8.
    8. 9. <ul><li>Verification and </li></ul><ul><li>Verification Standards </li></ul><ul><li>Don’t BS, get verified! </li></ul>
    9. 10. Verification <ul><li>A formal assertion of validity given when an organisation or product can be shown to comply with rules and guidelines. </li></ul><ul><li>Confirmation of compliance with standards is best provided by an independent third party. </li></ul><ul><li>The evidence for such confirmation is often shown by a label or endorsement. </li></ul><ul><li>Verification of organisations and products allows an organisation or producer to communicate to stakeholders their move toward sustainable practice. </li></ul>
    10. 12. Activity <ul><li>Using the internet, go to Health </li></ul><ul><li>http:// </li></ul><ul><li>If you were looking for a supplier of ‘sustainable’ products for your organisation, would you be convinced by their products? </li></ul><ul><li>Focus on: </li></ul><ul><ul><li>Labels – well known? Verified? </li></ul></ul><ul><ul><li>Comprehensive information? </li></ul></ul><ul><ul><li>Transparency? </li></ul></ul>
    11. 13. <ul><li>Measurement and Measurement Tools </li></ul><ul><li>“ If you don’t know where you are going, any road will take you there… </li></ul><ul><li>If you are not keeping track of the mileage you don’t know how far you have gone” </li></ul>
    12. 14. Why Measure? <ul><li>Measuring helps to evaluate, control, budget, motivate, promote, celebrate, learn, and improve. </li></ul><ul><li>In order to attain and keep your verification standard you are often required to show improvement in your environmental or sustainability standard, e.g. QualMark and CarbonZero. </li></ul><ul><li>Measurement is also often a legislative requirement, e.g. water resource consents, emissions. </li></ul>
    13. 15. Indicators <ul><li>Indicators are often a great tool for clearly communicating data. </li></ul><ul><li>They help to amalgamate different sets of data to give a picture of whether the business is heading in the right direction. </li></ul><ul><li>There are numerous tools that can be used to indicate if your business is making progress. </li></ul><ul><li>Warning: unless numerous indicators are used in collaboration to show all parts of a business, you will be missing a whole systems perspctive. </li></ul>
    14. 16. <ul><li>Reporting Tools </li></ul><ul><li>Where do they help, and what are their limitations? </li></ul>
    15. 17. Reporting Tools available <ul><li>GRI </li></ul><ul><li>Corporate Social Responsibility </li></ul><ul><li>Environmental Management Systems (for example ISO 14001) </li></ul>
    16. 18. Summary <ul><li>The best way to avoid ‘greenwash’ is to talk about what your business is doing after you have finished doing it! </li></ul><ul><li>Ensure sound monitoring and reporting on all areas of your business – create transparency. </li></ul><ul><li>Use verification wisely. Ensure it is a reliable brand. </li></ul><ul><li>Just get on with it! The more you DO to move towards sustainability, the more people will take notice and congratulate you for it. </li></ul>