Green Marketing is not only an ethical concern, but likewise a business opportunity that BENEFITS us ALL.

1. GREEN MARKETING
T
EYES WIDE OPEN
O
R
O
N
T
O

2. SUSTAINABILITY AND GROWTH
THE DILEMMA
THE TREND

3. HOW TO BECOME A SUSTAINABLE
COMPANY
STAGE ONE STAGE TWO
• CODIFYING THE NEW
• REFRAMING COMPANY
IDENTITY
IDENTITY
• Employee Engagement
• Leadership Commitment
• Mechanisms for Execution
• External Engagement
• • Example: DOW CHEMICAL
Example: NATURA
• Change Capabilities
SUPPORTIVE CULTURE
• Innovation
• Trust

4. TORONTO: LIVE GREEN
• Live Green Education/TED TALKS
• Recycling/Act on knowledge
• Green your House/Your Business
• Green Roof/White roofs
• Toronto Composting/Get growing (PDF)
• Toronto Community Gardens
• City tap water vs. Bottled water
• Queen of Green (David Suzuki)
• CHANGE YOUR FOOD/TED TALKS
• Cycling Routes/Map/ BOGOTA
www.toronto.ca/livegreen

5. TORONTO: RECYCLING
• WASTE WIZARD
• BLUE BIN
• GARBAGE BIN
• GREEN BIN
• YARD WASTE
• OVERSIZE AT CURB
• ELECTRONICS
• DROP-OFF DEPOTS
WASTE WIZARD
• PALATINO ***
www.toronto.ca/livegreen

6. TORONTO: RECYCLING
•P
•O
•S
•T
•E
•R

7. TORONTO: GREEN YOUR HOUSE
• REDUCE
• Recycle/Reuse/Regift
• LED lights/CFL bulbs
• Inefficient appliances
• Think solar
• CANADA: Trees for shade/ Sun for
heat
• Local Food/Locavore
• Vegetarianism and methane gas?
• Bike to work/Walk
• Hybrid Car (Prius/Focus)

8. TORONTO: GREEN ROOF
www.toronto.ca/greenroofs
whiteroofproject.org/

9. TORONTO:
COMPOSTING/COMMUNITY GARDENS
COMPOSTING/COMMUNITY GARDENS
www.tcgn.ca
www.ted.com/talks/stephen_ritz_a_teacher_growing_green_in_the_south_bronx

10. VANCOUVER: MARKETING GREEN
www.vancouver.ca/green-vancouver
www.vancouver.ca/green-vancouver/sustainable-programs-for-businesses

11. CITY WATER vs BOTTLED WATER
CASE STUDY UNIT 7
QuickTime™ and a
decompressor
are needed to see this picture.
www.storyofstuff.org

12. QUESTIONING
GREEN MARKETING
GREEN MARKETING
• What GREEN MARKETING is your company involved in? Internally? Externally? How can one
MARKET green? Is green a passing TREND?
• How can company leaders foster SUSTAINABILITY within their company? How do they
transform the company´s IDENTITY in this direction? What kind of EXTERNAL
help/engagement is required?
• Why are there no COLOMBIAN green companies in the top global 500? How can WE change
this? What factors INHIBIT green change? www.thedailybeast.com/newsweek/features/green-rankings/2011/international
• How to deal with the dilemmas of SUSTAINABILITY and GROWTH? Have you watched Al
Gore’s AN INCONVENIENT TRUTH (available on TED)? Other documentaries?
• How do you get employees ENGAGED in this process? What MECHANISMS/STRATEGIES for
execution can you think of? Have you had green EXPERIENCES?
• Is a green culture MORE/LESS productive? Can you provide EXAMPLES? (Ford, Natura, IBM)
• BUT MOST IMPORTANT: How GREEN are YOU?

13. WASTELAND: OUR GARBAGE
QuickTime™ and a
decompressor
are needed to see this picture.
“What I really wanted to do was to be able to
change the lives of a group of people with the
same materials that they work with
everyday.”
www.wastelandmovie.com