Green marketing has been stained by exaggerated claims of superficial benefits to the environment – “greenwash” -- leaving a skeptical consumer public and drawing increasing regulation by the FTC. But consumers are looking for brands that share their social and environmental values and leading firms have taken much more substantive operational changes that offer new opportunities for credible, effective communications. The answer is a new approach based on authentic claims, transparent support of those claims and engaging directly with key audiences in a partnership around solutions. Jim Nail of Speaking Sustainability and Felice Kincannon will lead the discussion to provide a framework, show examples and discuss successful strategies for making sustainability a core element of your brand.

1. Green Marketing The Good…the Bad… And Beyond S PEAKING S USTAINABILITY

2. Speakers S PEAKING S USTAINABILITY Jim Nail Speaking Sustainability Felice Kincannon

4. Green Claims are Booming Source: The 7 Sins of Greenwashing TerraChoice, April 2009

5. History of Green Marketing S PEAKING S USTAINABILITY 1990 1994 A Short

6. History of Green Marketing S PEAKING S USTAINABILITY 1994 1996 2000 A Short

7. History of Green Marketing S PEAKING S USTAINABILITY 2010 A Short 2000

9. The Language of Green Marketing

10. Say it ain’t so…natural Active ingredient: Pyrethrin Though “natural”, pyrethrin is classified by the EPA as a “restricted use pesticide”

11. The “Certification” of Green

12. America’s Most Admired Companies The World’s Most Reputable Companies - Fortune -The Reputation Institute The Harris Interactive Reputational Quotient World’s Most Respected Companies -Harris Poll - Barron’s Top 10 Companies for Executive Women Top Companies for Women Executives - DiversityInc -NAFE 100 Best Companies for Working Mothers Top 50 Companies for Diversity - Working Mother - DiversityInc Energy Program of the Year Top Company to Work for in India -Platt’s Global Energy -Great Places to Work Institute MBA 100 Five Best Places to Work in Sweden - Fortune - Veckans Affarer and 10 more…

13. Highjacking the Concept

14. Nobody’s perfect DMDM hydantoin – antimicrobial formaldehyde releaser preservative

15. The k-cup dilemma: Fair Trade coffee vs. unrecyclable packaging

17. S PEAKING S USTAINABILITY Can Green Marketing be Fixed? FTC Green Guides increasing muscle General Benefits Certifications Degradable and Compostable Recyclable Renewal Materials/Energy Carbon Offsets

18. Can Green Marketing be Fixed? S PEAKING S USTAINABILITY

19. S PEAKING S USTAINABILITY Beyond Green

20. Beyond… S PEAKING S USTAINABILITY Product Focus Business Focus Claims Perfection Goals Progress Brand image Transparency Solution Facilitator … Green Marketing… … Sustainability Communications … to…

21. Marks & Spencer S PEAKING S USTAINABILITY

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27. Thank you! S PEAKING S USTAINABILITY Jim Nail [email_address] http:// speakingsustainability.com Felice Kincannon www.felicekincannon.com Q & A