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Aligning Promise with Practice
1. Aligning Promise with Practice Corporate Reputation and Sustainable Marketing Chris Tang Managing Director, Asia Pacific The Hoffman Agency
2. What is sustainability? It is a business approach where companies consider not only economical needs in their strategies and practices but also environmental and social needs.
3. Corporate Green Image Environmental Awareness Social Responsibility Medical/Health Consciousness Eco-Friendly Products Reduced Carbon Footprint Employee Welfare Community Service
4. Companies are pressured to “go green”… MEDIA & ENVIRONMENTAL GROUPS GOVERNMENT EMPLOYEES & CONSUMERS SHAREHOLDERS
7. Greenwash (grēn’wŏsh, -w ô sh‘) —v. : the dissemination of misleading information by an organization to conceal its abuse of the environment in order to present a positive public image
8. The Sin of the Hidden Trade-Off (57%) The Sin of Vagueness (11%) The Sin of Fibbing (1%) The Sin of No Proof (26%) The Sin of Irrelevance (4%) The Sin of Lesser of Two Evils (1%) The Sins of Greenwashing Source: TerraChoice Environmental Marketing Survey of Consumer Products in North America
9. Sony Nokia Samsung Dell Toshiba Acer Panasonic Motorola HP Apple Sharp Lenovo Philips LG Microsoft Nintendo 124 128 164 134 51 51 110 230 110 64 105 38 105 51 87 77 110 205 230 192 96 73 51 96 26 101 51 115 128 52 19 26 Average 100 Greenpeace “Real” Green Score GreenFactor “Perceived” Green Score
10. Leadership Ladder 1 2 3 4 Legitimacy Position Success System Parameters of leadership: Understanding key components of the system you are part of and will affect your green initiatives (from business and sustainability perspectives) Desired internal and external goals: Creating a clear picture of what success looks like considering key aspects of your “system” Including required actions and proof points: Developing your legitimate place of leadership and the actions and proof that it requires Stories and explanations that capture system, success and legitimacy: Crafting your authentic story that will inform your actions, both inside and outside your business
11. 1 3 2 Connect community/consumer interest in green products to your company’s objectives & sustainability plans. Keep track of environmental legislation/initiatives Link new products to innovative technologies & approaches 4 Understand your products’ environmental impacts 5 Continue to improve your environmental footprint and encourage customers & suppliers to join 6 Provide independent evidence and contacts for third-party certifications/labels to anyone who asks How to “green up” your company
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13. Who is the green consumer? Commitment to green lifestyles Critical of their own environmental practices and impact Looking for companies that incorporate green practices Overstate their green behavior Want environmental protection to be easy Tend to distrust companies’ environmental claims Lack knowledge about environmental issues but eager to learn
14. Legislation Fuel Prices Downturn Period Energy Costs Wellness Social Effects Cool Factor Comfort Speed of Life Stress Habits of Life Consumerism Egocentrism Uniformity of Style GREEN PUSH UN-GREEN PUSH
15. CONVENTIONAL MARKETING GREEN MARKETING Pro-active Interdependent Cooperative Holistic Long-term oriented Double bottom line Reactive Independent Competitive Departmentalized Short-term oriented Profit-maximizing Corporate Educational Values Selling-oriented End benefits Marketing & Communications “ Cradle-to-cradle” Flexible Services “ Cradle-to-grave” One-size-fits-all Products Products Human beings with lives Consumers with lifestyles Consumers
16. The Four ‘Ps’ of Marketing Product Price Place Promotion
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18. Green Message: Consumer Value Positioning Efficiency & Cost Effectiveness Health & Safety Performance Symbolism Convenience Bundling
19. Managing the value of your green image 1 3 2 Integrate the green story with your brand/corporate identity Align green programs with your business Get employees involved and invested in your environmental vision and objectives 4 Create a multi-dimensional communications ecosystem 5 Align green programs with national priorities 6 Engage governments and relevant third-party associations
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27. Sustainability Programs in China Green factory Collaboration with technology partners Green products Micro financing in Xinjiang
Editor's Notes
Governments and society pressure companies to “go green”. Governments: Set more stringent controls over energy and water consumption, greenhouse gas emissions, the use of hazardous substances and the disposal of both standard and hazardous waste. Shareholders: Differentiate between corporations whose stocks just make money and corporations that both make money and have strong environmental policies Employees and consumers: Are increasingly choosing to work for or buy from companies that have a strong sense of environmental stewardship and overall corporate social responsibility Media and environmental groups: Track companies for environmental performance and quickly uncover enterprises that “greenwash” themselves
Governments and society pressure companies to “go green”. Governments: Set more stringent controls over energy and water consumption, greenhouse gas emissions, the use of hazardous substances and the disposal of both standard and hazardous waste. Shareholders: Differentiate between corporations whose stocks just make money and corporations that both make money and have strong environmental policies Employees and consumers: Are increasingly choosing to work for or buy from companies that have a strong sense of environmental stewardship and overall corporate social responsibility Media and environmental groups: Track companies for environmental performance and quickly uncover enterprises that “greenwash” themselves
Governments and society pressure companies to “go green”. Governments: Set more stringent controls over energy and water consumption, greenhouse gas emissions, the use of hazardous substances and the disposal of both standard and hazardous waste. Shareholders: Differentiate between corporations whose stocks just make money and corporations that both make money and have strong environmental policies Employees and consumers: Are increasingly choosing to work for or buy from companies that have a strong sense of environmental stewardship and overall corporate social responsibility Media and environmental groups: Track companies for environmental performance and quickly uncover enterprises that “greenwash” themselves
