Green Markets & Marketing, Sustainability Value Mapping
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This document summarizes a presentation about making and selling greener products. It discusses the complicated markets, products, laws and eco-labeling issues companies face. It recommends that companies do a sustainability value mapping, be transparent, make incremental progress without overstatement, pursue third-party certifications, and view sustainability as a journey. The presentation aims to help companies improve their greener products and branding through science-based strategies that appeal to customers.
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- 1. UL Environment – TerraChoice Making Green Make Sense Making & Selling Greener Products in 2012 Libby Bernick Vice President, UL Environment elizabeth.bernick@ul.com © 2012 Underwriters Laboratories Inc.
- 3. Complicated Markets Talk to the hand. RAW NUTZ* HERBs* MOSS* WEEDs* SCUM* Righteous & Willing Hopeful Masses Of Waiting for Stubborn Comatose Nature Unspoiling Eco-Ranting Sustainable Everyone Else Undereducated Total Zealots Buyers Demographic Mainstream Starters
- 4. Complicated Markets RAW NUTZ* HERBs* MOSS* WEEDs* SCUM* Righteous & Willing Hopeful Masses Of Waiting for Stubborn Comatose Nature Unspoiling Eco-Ranting Sustainable Everyone Else Undereducated Total Zealots Buyers Demographic Mainstream Starters
- 5. Complicated Products 5
- 6. Complicated Laws 6
- 7. 7
- 8. Eco-labeling: Problem • A dime a dozen • We bought this one online for $15 8
- 9. …….and Solution 9
- 10. Greener Product World 10
- 11. Companies Improve Less greenwashing 11
- 12. Recommendations: Greener Product Success External Internal Market Drivers Value Proposition NGOs Sustainability Value Competitors Corporate Mapping Customers Gov’t Brand Product Final Product Users Sustainability Value Mapping Science-based strategies that resonate with customers 12
- 13. Recommendations: Greener Product Success 1. Sustainability Value Mapping 2. Transparency 3. Incremental progress, without overstatement 4. Third-party certifications 5. Journey 13
- 14. THANK YOU. Libby Bernick Vice President, UL Environment elizabeth.bernick@ul.com