Driving Credibility in the Green Certification Space


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How a Green Certification certification distinguishes a company as green in a credible way.

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Driving Credibility in the Green Certification Space

  1. 1. Green Irene and the Green Business Bureau<br />Driving Credibility in the GreenBusiness Certification Space<br />www.GreenIrene.com<br />www.gbb.org<br />
  2. 2. A Green Business Certification Distinguishes a Companyas Green in a Credible Way<br />
  3. 3. Featured in top media outlets…<br />
  4. 4. Chosen by demanding clients…<br />Both Stratus Building Solutions and CleanNet USA were named to Entrepreneur Magazine’s list of Fastest Growing franchises for 2010<br />
  5. 5. "The single greatest barrier to going green for businesses is lack of knowledge regarding sustainable practices. This barrier also applies to businesses that have begun green initiatives and are now seeking recognition and certification.” <br />- 2010 Sustainability and Connecticut Business Survey<br />
  6. 6. SMBs Are Actively SeekingWays To Go Green…and Need Help To Do So<br />
  7. 7. 8<br />Transparency<br />Standards Development<br />Measurable Improvements<br />Review, Audit and Verification<br />Tools and Support<br />Regular Re-Qualification Audits<br />Relevancy of Standards to Industry and Size<br />Visibility and Brand Recognition <br />KEY Elements<br />of World-Class Green Certification1<br />1 http://greeneconomypost.com/green-business-certifications-11842.htm<br />
  8. 8. 1<br />There must be transparency in the program, mitigating “greenwashing”<br />GBB:<br />Transparent pricing based on company size<br />Clear, tiered point system (e.g. Gold is 200 points)<br />Every initiative has a predetermined point value<br />Only functional, transparent seal that displays a landing page with a business’ specific efforts<br />
  9. 9. 2<br />Process for Standards Development must enhance program credibility<br />GBB:<br />Best-in-class practices and full implementation support<br />Led by team of MIT, Harvard, and LEED professionals<br />Incorporates tiered system similar to LEED<br />Industry-specific initiatives compiled from other NGOs or subject matter experts (SME), including:<br />EPA (cleaning/janitorial, construction, etc.)<br />Bay Area Green Program (several industries)<br />America’s Best Cleaners (dry cleaners)<br />Research team continuously updates and incorporates member feedback<br />
  10. 10. 3<br />Certification needs to drive Measurable Improvements<br />The GBB online tool and point system tracks environmental initiatives completed and company progress<br />GBB initiatives are geared around driving ROI in several categories (energy efficiency, water conservation, waste reduction, air quality, indoor environment, corporate policy)<br />Members can track financial impact on their utility bills and bottom-line<br />We’re in the process of adding additional functionality to also track utility reporting<br />
  11. 11. 4<br />Certification process must include Review, Audit and Verification<br />Green Irene, the nation’s largest eco-consultancy, has an exclusive partnership with GBB. <br />Over 650 eco-consultants in 48 states provide:<br />On-Site Verification of Member Initiatives<br />On-Site Consulting/Assistance<br />Independent, third-party on-site audit drives increased value of GBB certification<br />http://greenirene.com/green-office-makeover.aspx<br />
  12. 12. 5<br />Certification should provide adequate Tools and Support<br />(this is where we really shine)<br />Smart, ROI-driven online platform <br />Tactical worksheets<br />Vendor and product suggestions<br />Sample policies<br />Marketing toolkit with step-by-step advice (SEO/PPC, social media)<br />Press release for members<br />
  13. 13. 5<br />Certification should provide adequate Tools and Support<br />Green Irene provides:<br />Onsite assistance to implement initiatives<br />Employee presentation<br />In-person confirmation of ongoing eligibility<br />Unlimited access to "Ask Green Irene" <br />Online database of the most effective green innovations<br />Expert U.S.-based green researchers who offer personalized support<br />
  14. 14. 6<br />Program should include Regular Re-Qualification Audits<br />Onsite audit and consulting session by Green Irene Eco-Consultant annually<br />Annual improvement goals as green practices are developed (“raising the bar”)<br />
  15. 15. 7<br />Standards should be relevant toIndustry and Size<br />Green Irene and GBB focuse on SMBs under 150 employees<br />Over 480+ sustainability initiatives is unparalleled<br />Industry-specific content for 14+ industries constantly expanding<br />Launch industries for which content has been developed by credible SMEs and enhanced by research team<br />Content reviewed by senior leadership and committee<br />Standards continuously updated by research team, partner organizations, and member input <br />Online tool allows dynamic updates to platform in real time<br />
  16. 16. Our industry programs are quickly highlighted by industry experts…<br />
  17. 17. Eco-Industries Program forHotels & Lodging<br />Approved Eco-Certification Program<br />AAA.com<br />Travelocity.com<br />Featured in Hotel & Motel ManagementNovember 8, 2010<br />Featured on Green Lodging NewsAugust 10, 2010<br />
  18. 18. Eco-Industries Program forPlant Nurseries<br />Partnership with New Nursery<br />Featured on Greenhouse GrowerJuly 15, 2010<br />Featured on Perfect Gardening TipsJuly 19, 2010<br />
  19. 19. Eco-Industries Program forDry Cleaners<br />Partnership with America’s Best Cleaners<br />Featured in American Dry Cleaner’s Green IssueApril 2010<br />
  20. 20. 8<br />Provide Visibility and Green Recognition to Members<br />Showcase our members in social media <br />10,000+ Twitter followers<br />1,100+ Facebook fans<br />Monthly eNewsletter to thousands businesses nationwide<br />Provide traditional press and media services for members are included<br />Provide online marketing assistance<br />Marketing Guide includes SEM, print, social media, etc.<br />GBB Directory<br />Marketing webinars<br />Additional channels: EcoChamber Green Directory, eBay WorldofGood.com, AAA, Travelocity, etc.<br />
  21. 21. Key industry partnerships also drive increased exposure for members…<br />
  22. 22. Green Irene and GBB are Thought Leaders…<br />Creating usable, practical content to help green businesses grow is a passion for our team.<br />