This document provides an overview of sustainability marketing and communications presented by Lisa Geason-Bauer, President of Evolution Marketing LLC. It defines key terms like sustainability, green marketing, and cradle to cradle. It outlines Lisa's rules for successful environmental communication and marketing, including defining sustainability for your business, measuring sustainability metrics, using third-party certifications, and educating stakeholders about sustainability initiatives.

1. Connecting the Dots:
How to Tell Your Businesses
Sustainability Story
Presented by:
Lisa Geason-Bauer, President
Evolution Marketing llc
262-354-0341/ Lisa@greenmkting.com

2. Who
we
are
• Environmental communications &
marketing firm that offers marketing, public
relations and creative design services to
business engaged in CSR/sustainability.

3. Managed in a triple bottom
line manner, staff leads by
example.

4. Our
Values
At Evolution Marketing we believe
sustainability (corporate social responsibility)
can only be accomplished by taking a
holistic systems wide approach to
management of the business.
(i.e. successful initiatives do not occur in a
silo, they require buy in at all levels within an
organization)

5. Key definitions to consider

6. Ban
Ki-­‐moon,
Secretary-­‐General
UN
“At its essence, sustainability means ensuring
prosperity and environmental protection without
compromising the ability of future generations to
meet their needs. A sustainable world is one where
people can escape poverty and enjoy decent work
without harming the earth’s essential ecosystems
and resources; where people can stay healthy and
get the food & water they need; where everyone
can access clean energy that doesn’t contribute to
climate change; where women and girls are
afforded equal rights and equal opportunities”

7. “Embrace
sustainability
–defined
as
ac=ng
today
so
that
future
genera=ons
can
meet
their
needs
and
enjoy
long-­‐term
markets
for
your
products,
while
safeguarding
the
sources
of
raw
materials
on
which
your
very
business
depends.”
J.OJman’s
“The
New
Rules
of
Green
Marke=ng:
Strategies,
Tools,
and
Inspira=on
for
Sustainable
Branding”
published
2011

8. 2015 Year of …..
• Water (California, Waukesha etc…)
• Partnerships between business, gov’t &
NGO’s (social sustainability)
• Sustainability – Happy Birthday!
• Creation of Sustainability Manager (C level)
• Customers disillusionment with green
washing – looking for transparency in supply
chain (product declarations etc)

9. Lisa’s
Rules
to
successful
Environmental
Communica=on
&
Green
Marke=ng
101

10. Green
marke=ng
can
be….
• process
of
selling
products
&/or
services
based
on
their
environmental
benefits
• products
or
services
may
be...
– environmentally
friendly
– made
from
recycled
items
– displayed
in
recycled
packaging
– locally
made
– made
with
renewable
energy
– net
zero

11. Sustainable
marke=ng?
Focused
on
the
triple
boJom
line
people
(social
responsibility)
planet
(environmental
stewardship)
profit
(economic
viability)

12. Cradle
to
cradle
-­‐
it
is
a
holis=c
economic,
industrial
and
social
framework
that
seeks
to
create
systems
that
are
not
just
efficient
but
essen=ally
waste
free.
The
model
in
its
broadest
sense
is
not
limited
to
industrial
design
and
manufacturing;
it
can
be
applied
to
many
different
aspects
of
human
civiliza=on
such
as
urban
environments,
buildings,
economics
and
social
systems.
Ex:
Hartland
Organic
Family
Farm

13. Steps
to
successfully
promote
your
companies
environmental
differen=a=on

14. (1) Define
sustainability
within
your
business
or
organiza=on

15. (2)
Measure
sustainability
within
your
organiza@on.
Choose
metric's
that
fit
your
culture/business
model.

16. (3)
Use
independent
third
party
cer@fica@ons
to
help
your
business
bench
mark
environmental
claims
regarding
your
opera=ons/processes.
EX.
LEED
for
buildings,
Sustainable
Forest
Ini=a=ve
(SFI),
EPA
Green
Power
partner
program,
Carbon
Disclosure
Project
(CDP),
GRI
(Global
Repor=ng
Ini=a=ve)

17. (4)
Use
independent
product
labels/
cer@fica@ons
to
help
your
products
legi=mately
highlight
their
environmental/
social
benefits.
• Voluntary
Labels:
Forest
Stewardship
Council
cer=fied
(FSC),
Green
Seal,
Recycled
Content,
Environmental
Product
Declara=on
• Mandatory
Labels:
Declara=ons
of
content
Energy
Guide
Label

18. (5)
Educate
the
different
audiences
(stakeholders)
regarding
your
organiza=ons
sustainability
ini=a=ves.
(i.e.
employees,
management,
board,
customers,
shareholders,
community)

19. (6)
Share
with
your
clients/customers
the
steps
being
taken
by
your
business
on
the
road
to
sustainability
in
a
transparent
manner
(i.e.
publish
your
metrics)
-­‐
sustainability
report
-­‐
sustainability
tab
on
your
website
-­‐
short
stories
in
e-­‐newsleJers
-­‐
do
presenta=ons
at
conferences,
share
with
folks
in
your
supply
chain

20. BoKom
Line
Green
marke@ng
strategies
cannot
be
adopted
or
promoted
without
implemen@ng
strategies/prac@ces
in
other
departments
within
the
company.

21. Ques=ons
??

22. Resources
in
WI
for
business

23. The
Council’s
focus
is
on
educa=ng
WI
businesses,
facilita=ng
informa=on
exchange,
and
suppor=ng
businesses
that
are
interested
in
moving
in
a
more
sustainable
direc=on.
In
addi=on,
the
Council
will
provide
a
plamorm
for
bringing
exis=ng
groups
together
coordina=ng
between
these
groups
and
building
a
united
effort
to
brand
the
state
as
a
hotbed
for
innova=on,
cleantech,
alterna=ve
energy
and
sustainability
leadership.

24. Green Masters Program
The Green Masters Program is an objective,
points-based recognition program that enables
Wisconsin institutions of all sizes and from any
sector to join a group of like- minded companies
that are “on the road to sustainability.” Developed
by the WI Sustainable Business Council, in
conjunction with the University of Wisconsin, the
Green Masters Program helps to recognize
Wisconsin’s sustainability leaders and encourage
continuous improvement.

25. WI
DNR’s
Green
Tier
Program

26. Today, WPCA continues to educate Wisconsin
businesses and residents on air quality issues and
works to effect behavior to improve air quality and
reduce harmful air emissions as required by
Wisconsin's state implementation plan under the
federal Clean Air Act.

27. WI
Green
Building
Alliance
We seek to shape Wisconsin’s future by
facilitating and promoting ecologically
sustainable practices within the built
environment. We work toward our mission
through education, advocacy, and
collaboration.
http://wgba.shuttlepod.org/

28.
The
Wisconsin
Profitable
Sustainability
Ini@a@ve
is
an
innova=ve,
three-­‐step
approach
that
helps
small
and
midsize
manufacturers
focus
on
improvements
in
the
en=re
opera=on
that
will
result
in
the
greatest
ROI
and
a
posi=ve
environmental
impact.

29. WI
Clean
Ci=es
Our
mission
is
to
reduce
dependence
on
petroleum-­‐based
fuels,
promote
the
use
of
alterna=ve
fuels
and
technologies,
and
improve
air
quality.
Wisconsin
Clean
Ci=es
strives
to
advance
our
na=on's
economic,
environmental
and
energy
security
by
suppor=ng
local
ac=ons
to
reduce
petroleum
consump=on
in
the
transporta=on
sector.

31.
Global
Resources

32.
Carbon
Disclosure
Project
hJps://www.cdp.net/
hJp://www.sustainability-­‐indices.com

33. Addi=onal
Programs:
• GRI
(Global
Repor=ng
Ini=a=ve)
• B
Corps

34. Ques=ons
about
resources
?