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Green to Gold: Sustainable Business Strategies and Trends
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Green to Gold: Sustainable Business Strategies and Trends

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Andrew Winston, co-author of "Green to Gold", discusses sustainable business strategies and trends from 2008. …

Andrew Winston, co-author of "Green to Gold", discusses sustainable business strategies and trends from 2008.

Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com

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Transcript

  • 1. Green to Gold: Trends and Stories Andrew Winston Winston Eco-Strategies
  • 2. Banks NGOs Capital Regulators Markets Insurers Politicians Shareholders Investors & “Plaintiff’s Risk Rulemakers & Bar” Assessors Watchdogs Employees Media Idea Communities Consumers & Company Generators Think Community & Opinion Tanks The Future Leaders (Kids) Business Academia Consumers Partners & Competitors Industry CEO Associations Peers Source: Green to Gold, Suppliers Competitors Esty/Winston 2006 Business Customers Source: Green to Gold, Esty/Winston 2006
  • 3. Survey on “Conscious Consumers” Quality Price Product Attributes Where Product Made That are “Very Energy Efficiency Important” Health Benefits Convenience 0% 20% 40% 60% Source: BBMG Conscious Consumer Report
  • 4. Upside REVENUES INTANGIBLES More Certain Less Certain Downside COSTS RISKS Esty/Winston, Green to Gold, 2006
  • 5. U.S. Auto Sales – April ’08 vs. April ‘07 10% 5% 0% -5% -10% Avg: (14%) -15% -20% -25% -30%
  • 6. Six Sins of GreenwashingTM • • Greenwashing Trade off – narrow claims No proof • Vagueness – poorly defined • Irrelevance – not important • Fibbing • Lesser of two evils
  • 7. 28,500,000 miles 3,000,000 gallons
  • 8. ALL SLIDES Andrew Winston, 2006