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Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
Green economy next trend  MER - Valencia 2014
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Green economy next trend MER - Valencia 2014

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  • 1. Green economy: what will it be about? 10 key-words for the coming Green economy MER – Marketing and Governing Innovative Industrial Areas Workshop "Green industries and eco-industrial/enterprise zones: key issues, challenges and opportunities" Valencia 14, 15 and 16 of January 2014
  • 2. Green economy weak sides Green economy hasn’t been working properly, due to: Lack of global governance > Rio +20 turned into Rio -20
  • 3. Politics failure Governements keep on postponing those effective and concrete environmental and social policies to tackle Global warming Yes we could.....well, yes we would.....
  • 4. Greenwashing Pretending to be sustainable is still mainstream and negative externalities on the environment are still out of corporate accountability
  • 5. Is it 100% green? Products, even the so called ‘green’ ones, require natural resource
  • 6. Technology is not the only answer Green economy strategies are based on technological approaches and not on civic engagement both top-down and bottom-up
  • 7. Planned obsolescence Enterprises are being still focus on launching into the marketplace short-life products which become useless or out of fashion after a bunch of months
  • 8. Lack of transparency When we buy something we don't know if its production process had any environmental and social impact, if it caused greenhouse gases emission, nor we know the consequences of its disposal
  • 9. Smartly unsmart Green technologies imply a smart use of it, a smart use involves an effective environmental communication and education plan of action 1 fluorescent lamp working 12 hours = 3 incandescent lamps working 4 hours
  • 10. 10 key-words for the coming Green economy Collaboration Due to a increasing sense of community and web 2.0 communication empowerment, citizens can collaborate with business to design new products, services and business models •Patagonia through ebay exhort its customers to buy and/or recycle its second hand products •Walmart uses its own customers to deliver online orders
  • 11. Transparency By means of corporate accountability but, firstly, a direct and trustful relationship with consumers, companies will be much more pushed to get its stakeholders known about social and environmental impact of its activities
  • 12. Distributed We’ll be ever more self-entrepreneurs (we’ll be producing electric energy we need, renting a room, selling second hand’s, etc.)
  • 13. Sharing • Future Economy will be about Access and not ownership • 52% of USA citizens have rented or borrowed their goods over the past two years (Sunrun2012). 64% of britons (ThePeoplewhoshare) and 1 french out of 2 (Observatoire de la Confiance) declaired to take part in the sharing economy.
  • 14. Reputation It’s the most important value of a company operating in an aware and informed consumers-shaped market Reputation is based on trust. Trust is based on transparency
  • 15. Information Nowadays citizens can much more easily access to informations about enterprises and thus make a decision/vote about business policy in terms of ethic and sustainability (boycott or buycott)
  • 16. Communication Communication is no longer one-to-many, it’s a more democratic many-to-many communication
  • 17. Social innovation Social Innovation is not only a necessity due to the economic crisis, instead is an increasingly adopted, open and bottom-up way to improve a process meanwhile meeting social needs of all kinds
  • 18. Participation Ever more informed and empowered citizens, in terms of capabilities, disappointed by politics, are social players willing to participate, to express themselves also by means of green consumption
  • 19. Crowdsourcing Crowdsourcing is the practice of obtaining needed services, ideas, or content by soliciting contributions from a large group of people, and especially from an online community, rather than from traditional employees or suppliers
  • 20. Know-how and production processes are no longer a business prerogative. This suggests that not only will business find the solutions we need to overcome the difficult transition period that lies ahead. These will come from the bottom, from millions of small entrepreneurs, inventors, hackers, CITIZENS.
  • 21. Thank you for your attention Umberto Mezzacapo PHDing at Ces.Co.Com (Study Centre on Consumption and Communication) Department of Sociology and Economic Laws Alma Mater Studiorum University of Bologna

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