Carefully Marketing Your Client’s Green Side<br />Craig A. Ruark, LEED AP (BD+C), Nevada By Design<br />Denis Wolcott,  AP...
People are increasing aligning their personal values with the brands they buy. =Sustainability<br />April 2011<br />Ruark ...
Role of Public Relations?<br />The connection between Sustainability Programs and Corporate Communications efforts is more...
Demands on PR Pro <br />Leading the “change strategy”<br />The conduit between new programs, skeptical public<br />The “co...
Increasing Pitfalls, More Dynamics<br />Companies are transforming, realizing profits<br />“Greenwashing” still exists<br ...
April 2011<br />Ruark and Wolcott<br />
Who is your audience?<br />April 2011<br />Ruark and Wolcott<br />
LOHAS<br />(Lifestyles of Health and Sustainability)<br />Purchase green goods and are active in environmental stewardship...
Naturalites:<br />Focus on health and organic goods but are not politically active in environmentalism;<br />April 2011<br...
Drifters:<br />Have good intentions but various factors other than the environment influences their behavior.<br />April 2...
Conventionals:<br />Do not have “green attitudes” but take mainstream actions, such as recycling and conserving energy; <b...
Unconcerned:<br />Do not conduct behavior that prioritizes the environment or society.<br />April 2011<br />Ruark and Wolc...
Audience Segments<br />April 2011<br />Ruark and Wolcott<br />
Do They Matter?<br />63+ million global LOHAS consumers<br />support businesses that <br />sharetheir commitment<br />To:<...
Total Effective Market!<br />LOHAS17%		= 	63,000,000<br />Naturals 	17%		= 	63,000,000<br />Drifters 	24%		= 	88,941,176<b...
People (women in particular), are more interested in consequences not causes!  <br />For instance: <br />Higher food price...
Four Key Motivators Drive Interest in the Environment<br />Personal Protection<br />‘The environment is getting worse and ...
Cost<br />‘By reducing, re-using my family’s consumption, <br />I can save money.’<br />April 2011<br />Ruark and Wolcott<...
Status<br />‘Letting other know <br />I care about the environment<br /> shows that I am responsible’<br />April 2011<br /...
Altruism<br />‘Improving the environment <br />by minimizing human impact <br />is the right thing to do’<br />April 2011<...
Social business effects<br />Environmental<br />Economic<br />People – Planet – Profit<br />The triple bottom line<br />Ap...
People, Products, Performance, <br />Planet and Purpose<br /> <br />April 2011<br />Ruark and Wolcott<br />
 Social responsibility is a natural expression of our Purpose to touch and improve lives. We see it as an investment in th...
April 2011<br />Ruark and Wolcott<br />
2001-2007<br /> Expanded its sustainability initiatives<br /> Partnered with Conservation International<br />Saw its marke...
Greenwashingvs.Eco-superior<br />April 2011<br />Ruark and Wolcott<br />
Eco-Superior<br />The act of promoting a company’s efforts to be more green than their competitors<br />April 2011<br />Ru...
Eco-Superior claims<br />More Efficient<br />Less Waste<br />Sustainable Business Practice<br />Giving Back (improving liv...
Environmental Claims On the Rise<br />The total number of ‘green’ products increased by an average of 79%.<br />Green adve...
Where is Sustainability Communications Headed?<br />April 2011<br />Ruark and Wolcott<br />
April 2011<br />Ruark and Wolcott<br />
Programs, Message, Operations <br />Align a company’s sustainability DNA <br />Beneficial NGO partnerships<br />Support ef...
Message<br />Be Transparent<br />Publicly available social, environmental policies<br />Annual report (Based on GRI)<br />...
Examine the operations<br />Effective environmental management system<br />Strong vertical controls<br />Strong internal e...
Questions<br />Denis Wolcott: 213-200-1563       denis@thewolcottcompany.com<br />Craig A. Ruark:  (702) 938-1525 <br />cr...
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Carefully Marketing Your Client's Green Side by Denis Wolcott and Craig Ruark

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Carefully Marketing Your Client's Green Side by Denis Wolcott and Craig Ruark from the 2011 PRSA Western District Conference.

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Carefully Marketing Your Client's Green Side by Denis Wolcott and Craig Ruark

  1. 1. Carefully Marketing Your Client’s Green Side<br />Craig A. Ruark, LEED AP (BD+C), Nevada By Design<br />Denis Wolcott, APR, The Wolcott Company<br />
  2. 2. People are increasing aligning their personal values with the brands they buy. =Sustainability<br />April 2011<br />Ruark and Wolcott<br />
  3. 3. Role of Public Relations?<br />The connection between Sustainability Programs and Corporate Communications efforts is more than a philosophical one.John Friedman The New PR: 2010<br />April 2011<br />Ruark and Wolcott<br />
  4. 4. Demands on PR Pro <br />Leading the “change strategy”<br />The conduit between new programs, skeptical public<br />The “connector”: bringing in new, beneficial partners<br />Moving from “Reputation Manager” to “Trust Builder”<br />April 2011<br />Ruark and Wolcott<br />
  5. 5. Increasing Pitfalls, More Dynamics<br />Companies are transforming, realizing profits<br />“Greenwashing” still exists<br />The bar keeps rising…<br />…and companies keep making mistakes<br />Consumer attitudes keep evolving<br />Sustainability reports are bigger, more complex<br />Social media audience lives here<br />April 2011<br />Ruark and Wolcott<br />
  6. 6. April 2011<br />Ruark and Wolcott<br />
  7. 7. Who is your audience?<br />April 2011<br />Ruark and Wolcott<br />
  8. 8. LOHAS<br />(Lifestyles of Health and Sustainability)<br />Purchase green goods and are active in environmental stewardship;<br />April 2011<br />Ruark and Wolcott<br />
  9. 9. Naturalites:<br />Focus on health and organic goods but are not politically active in environmentalism;<br />April 2011<br />Ruark and Wolcott<br />
  10. 10. Drifters:<br />Have good intentions but various factors other than the environment influences their behavior.<br />April 2011<br />Ruark and Wolcott<br />
  11. 11. Conventionals:<br />Do not have “green attitudes” but take mainstream actions, such as recycling and conserving energy; <br />April 2011<br />Ruark and Wolcott<br />
  12. 12. Unconcerned:<br />Do not conduct behavior that prioritizes the environment or society.<br />April 2011<br />Ruark and Wolcott<br />
  13. 13. Audience Segments<br />April 2011<br />Ruark and Wolcott<br />
  14. 14. Do They Matter?<br />63+ million global LOHAS consumers<br />support businesses that <br />sharetheir commitment<br />To:<br />natural living<br />health of their families<br />communities and environment<br />Natural Marketing Institute<br />April 2011<br />Ruark and Wolcott<br />
  15. 15. Total Effective Market!<br />LOHAS17% = 63,000,000<br />Naturals 17% = 63,000,000<br />Drifters 24% = 88,941,176<br />Total 58% = 241,941,176<br />April 2011<br />Ruark and Wolcott<br />
  16. 16. People (women in particular), are more interested in consequences not causes! <br />For instance: <br />Higher food prices<br />Skin products (do they cause skin cancer)<br />Products that may cause birth defects <br />Products that we breath (do they cause asthma, etc.)<br />April 2011<br />Ruark and Wolcott<br />
  17. 17. Four Key Motivators Drive Interest in the Environment<br />Personal Protection<br />‘The environment is getting worse and I need to protect myself and my family.’<br />April 2011<br />Ruark and Wolcott<br />
  18. 18. Cost<br />‘By reducing, re-using my family’s consumption, <br />I can save money.’<br />April 2011<br />Ruark and Wolcott<br />
  19. 19. Status<br />‘Letting other know <br />I care about the environment<br /> shows that I am responsible’<br />April 2011<br />Ruark and Wolcott<br />
  20. 20. Altruism<br />‘Improving the environment <br />by minimizing human impact <br />is the right thing to do’<br />April 2011<br />Ruark and Wolcott<br />
  21. 21. Social business effects<br />Environmental<br />Economic<br />People – Planet – Profit<br />The triple bottom line<br />April 2011<br />Ruark and Wolcott<br />
  22. 22. People, Products, Performance, <br />Planet and Purpose<br /> <br />April 2011<br />Ruark and Wolcott<br />
  23. 23. Social responsibility is a natural expression of our Purpose to touch and improve lives. We see it as an investment in the future that helps both children and communities thrive, now and for generations to come. In addition to helping improve lives in the communities where we operate, we are reaching out to people and communities across Asia, Latin America and Africa where we do not have operations or sell P&G brands. These remote parts of the world with profound social needs have often become opportunities for us to extend our “first moment of touch” through our social investments.<br />April 2011<br />Ruark and Wolcott<br />
  24. 24. April 2011<br />Ruark and Wolcott<br />
  25. 25. 2001-2007<br /> Expanded its sustainability initiatives<br /> Partnered with Conservation International<br />Saw its market capitalization rise from $7 billion to $21 billion<br />April 2011<br />Ruark and Wolcott<br />
  26. 26. Greenwashingvs.Eco-superior<br />April 2011<br />Ruark and Wolcott<br />
  27. 27. Eco-Superior<br />The act of promoting a company’s efforts to be more green than their competitors<br />April 2011<br />Ruark and Wolcott<br />
  28. 28. Eco-Superior claims<br />More Efficient<br />Less Waste<br />Sustainable Business Practice<br />Giving Back (improving lives)<br />April 2011<br />Ruark and Wolcott<br />
  29. 29. Environmental Claims On the Rise<br />The total number of ‘green’ products increased by an average of 79%.<br />Green advertising almost tripled since 2006.<br />Most common “green” claims: <br />Kids (toys and baby products)<br />Cosmetics<br />Cleaning products<br />April 2011<br />Ruark and Wolcott<br />
  30. 30. Where is Sustainability Communications Headed?<br />April 2011<br />Ruark and Wolcott<br />
  31. 31. April 2011<br />Ruark and Wolcott<br />
  32. 32. Programs, Message, Operations <br />Align a company’s sustainability DNA <br />Beneficial NGO partnerships<br />Support efforts central to the product<br />helpthehoneybees.com<br />April 2011<br />Ruark and Wolcott<br />
  33. 33. Message<br />Be Transparent<br />Publicly available social, environmental policies<br />Annual report (Based on GRI)<br />Don’t overpromise<br />Not like any other PR program<br />Changing behaviors vs. buying a product<br />Education along with reporting<br />Research<br />April 2011<br />Ruark and Wolcott<br />
  34. 34. Examine the operations<br />Effective environmental management system<br />Strong vertical controls<br />Strong internal environmental roles, responsibilities<br />Sustainability vulnerability audit<br />LEED building, but far from employee homes<br />Newsweek magazine ranking<br />Employee recruiting<br />April 2011<br />Ruark and Wolcott<br />
  35. 35. Questions<br />Denis Wolcott: 213-200-1563 denis@thewolcottcompany.com<br />Craig A. Ruark: (702) 938-1525 <br />cruark@nvbydesign.com<br />

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