SlideShare a Scribd company logo
ot
(N
 S
  New
   o)               Green Guide for
                    Marketing
Build It Green Webinar
April 25, 2012

Maureen Ladley, Ladley & Associates
CGBP, LEED AP
Maureen Ladley
LEED AP, CGBP
Member - Build It Green

(510) 238-0150
Maureen.Ladley@LadleyandAssociates.com




                                         LadleyandAssociates.com
Question & Answer



Please type your
questions into the
chat box and
we will read them
for Maureen to answer

                        LadleyandAssociates.com
Green Guides…
• Federal Trade Commission (FTC)
  – “Protecting America’s Consumers”
• Since 1992, updated 2010
• Green Guides help avoid “making false or
  misleading green claims….”
• Impact: Environmental Seals of Approval,
  environmental claims


                                   LadleyandAssociates.com
New…in 1992
• FTC introduces “Green Guides”
• Bill Clinton becomes US President
• Hurricane Andrew hits South Florida
• First McDonald’s opens in Beijing
• Gas is $1.05 a gallon
• Average income is $30,030
• Average cost of a new house is $122,500




                                            LadleyandAssociates.com
LadleyandAssociates.com
Revised in 2010
• FTC updates “Green Guides”
• BP Deepwater Horizon oil spill disaster
• Magnitude 7 earthquake hits Haiti
• Apple releases the iPad
• Gas is $2.73 a gallon
• Average income is $46,326
• Average cost of a new house is $232,880




                                            LadleyandAssociates.com
LadleyandAssociates.com
LadleyandAssociates.com
Potential Implications, Impacts
•   Get it right at start - save time and money
•   Avoid misrepresentation
•   Create clear customer/client understanding
•   Alert to product and service labels
•   Spread the word to partners, suppliers


Note: This presentation is marketing advice, not legal advice – when in doubt, get legal counsel!


                                                                     LadleyandAssociates.com
Green Guides
Categories:

3. General Principals

5. Environmental
   Marketing Claims




                        LadleyandAssociates.com
General Principals
Addresses environmental marketing claims:
2. Qualifications and disclosures
3. Distinction between benefit of product,
   package or service
4. Overstatement of environmental attribute
5. Comparative claims



                                LadleyandAssociates.com
Checklist – General Principals
Is qualification or disclosure:
 Sufficiently clear, with clarity of language?
 Prominent, with relative type size and proximity to claim being qualified?
 Understandable to prevent deception?
 Contrary claims not also present?

Is distinction between benefits of product, package and service clearly for:
 Product, or
 Package, or
 Service, or
 Component of one?

Does marketing claim overstate the environmental attribute or benefit, expressly or by
   implication?
 Are environmental benefits significant, or negligible?

Is a “comparative” statement present, and if so:
 Is the basis for comparison sufficiently clear to avoid consumer deception?
 Can the advertiser substantiate the comparison?


                                                                     LadleyandAssociates.com
Distinction?

 If the box said
“Recyclable” is that
sufficient?

 Would it be clear
whether it was the box, the
foil or some other
component?


                              LadleyandAssociates.com
Overstatement?




 Does is paragraph “qualify” the claim?
 Is it going anywhere other than the landfill?
 Does this overstate the claim?

                                       LadleyandAssociates.com
Environmental Marketing Claims
•   General environmental benefit claim
•   Degradable/biodegradable/photodegradable
•   Compostable
•   Recyclable
•   Recycled content
•   Source reduction
•   Refillable
•   Ozone safe and ozone friendly


                                   LadleyandAssociates.com
Checklist – Env. Marketing Claims
Does the product, package or service offer:
 A general environmental benefit (directly or implied)?
 A broad claim (e.g. Eco-Safe, Environmentally Friendly, essentially non-toxic)?
 A qualifier for the claim?

Is degradability/biodegradability/photodegradability claimed?
 Is the claim qualified, substantiated by scientific evidence?
 Will it decompose within a reasonably short period of time, as customarily disposed?
 Is rate and extent of decomposition clear?

Does product or package make a compostable claim?
 Is claim substantiated by scientific evidence that all the materials will break down into usable
   compost, in a safe and timely manner?
 Will it safely break down in a home composting device?
 Does the claim mislead about the benefits if product is disposed of in a landfill?
 Is a municipal or institutional composting facility available in the area the product is sold?


                                                                     LadleyandAssociates.com
Checklist – Env. Marketing Claims
Is product or packaging recyclable?
 Can it be collected, separated or otherwise recovered from the solid waste stream for re-use,
     though an established recycling program?
 Are there non-recyclable components to the product or package?
 Are the recyclable and non-recyclable clearly qualified?
 Are collection sites for recycling the material available to a substantial majority of area
     consumers?
Does product or packaging claim recycled content?
 Have materials been recovered or otherwise diverted from the solid waste stream?
 During the manufacturing process (pre-consumer) or after consumer use (post-consumer)?
 If using pre-consumer material, is there substantiation for concluding that the material would
   otherwise have entered the solid waste stream?
 Are distinctions made between pre-consumer and post-consumer materials, substantiated?
 If partially made of recycled material, is amount qualified by weight, of recycled content in the
   finished product or package?
 If using recycled components (or used, reconditioned or remanufactured), is the claim
   adequately qualified?

                                                                     LadleyandAssociates.com
Checklist – Env. Marketing Claims
Is a source reduction claim made?
 Has the product or package been reduced or is lower in weight, volume or toxicity?
 Have source reduction claims been qualified?

Is a refillable package claim made?
 Is a refillable system provided for, such as collection and return of package for refilling?
 Is a later refill of the package by consumers with a product sold in another package?
 Are the refills sold in the same area as the refillable package?
 Does the package have an unqualified assumption that it’s up to the consumer to find new
     ways to fill the package?

Is a claim of ozone safe or ozone friendly made?
 Is claim substantiated?




                                                                    LadleyandAssociates.com
Qualified?


Sustainability Benefits:
•Contains more than 99% natural ingredients*
•Certified to include a minimum of 58% total recycled content **
•Formaldehyde free

*Unfaced insulation made with a minimum of 99 percent by weight natural materials
consisting of minerals and plant-based compounds.
**Certified by Scientific Certifications Systems to have a minimum of 58 percent recycled
glass content with at least 36 percent post-consumer recycled and the balance pre-consumer
recycled glass content.
                                                                    Source: Owens Corning website

                                                                   LadleyandAssociates.com
Qualified?




New Tech Shingles

100% Recycled PEP Resins with additives, coloring, and UV Inhibitors



                                                                Source: New Tech Website

                                                            LadleyandAssociates.com
Qualified?

100% Recycled EcoStud
We are proudly stocking and distributing Superior Polymer’s EcoStud Product line. This distribution
agreement includes 1″ to 3″ Z Furring Channel, Flanged Furring Channel as well as their revolutionary
Clip and Go Track and Stud. Recycled plastic studs allow for builders to easily and cheaply meet the new
energy codes coming to a city and state near you. By using plastic instead of Metal or Wood Studs and
Furring Channel can be installed directly against Concrete Walls without the need of adding additional
Foam to create a Thermal Break. Plastic is not a conductor so you do not compromise the thermal
performance of the wall system using EcoStud. Another great feature is it will not rust or grow mold
and mildew so for basement applications where water can be an issue this product is the one that will
last forever.


 EcoStud products are manufactured with 100% recycled plastic.


                                                                  Source: BuyLEEDLumber.com, EcoStud.com

                                                                             LadleyandAssociates.com
Qualified?




             LadleyandAssociates.com
Third Party Endorsement/Rating




                      LadleyandAssociates.com
More Information
•   Federal Trade Commission:
    www.ftc.gov

•   FTC Part 260:
    www.ftc.gov/bcp/grnrule/guides980427.htm




                                    LadleyandAssociates.com
Question & Answer



Please type your
questions into the
chat box and
we will read them
for Maureen to answer

                        LadleyandAssociates.com

More Related Content

What's hot

Ecolabelling
EcolabellingEcolabelling
Ecolabelling
sushanttuladhar
 
presentation on Green marketing
presentation on Green marketing presentation on Green marketing
presentation on Green marketing ashapriyagoud
 
Styron LLC Corporate Presentation
Styron LLC Corporate PresentationStyron LLC Corporate Presentation
Styron LLC Corporate Presentationir_styronllc
 
Consumer perception of green products in Japan
Consumer perception of green products in JapanConsumer perception of green products in Japan
Consumer perception of green products in Japan
Ekonnect Knowledge Foundation
 
Brita, Burt's Bees, and Greenworks - Leveraging Sustainability at Clorox
Brita, Burt's Bees, and Greenworks - Leveraging Sustainability at CloroxBrita, Burt's Bees, and Greenworks - Leveraging Sustainability at Clorox
Brita, Burt's Bees, and Greenworks - Leveraging Sustainability at Clorox
Sustainable Brands
 
marketing sustainability
marketing sustainabilitymarketing sustainability
marketing sustainability5th business
 
Lifecycle Assessment and Green Seal Certification
Lifecycle Assessment and Green Seal CertificationLifecycle Assessment and Green Seal Certification
Lifecycle Assessment and Green Seal Certification
Sustainable Performance Institute
 
environmental certification for hotels and tourism businesses
environmental certification  for hotels and tourism businessesenvironmental certification  for hotels and tourism businesses
environmental certification for hotels and tourism businesses
Dr. Bhavya Khamesra
 
2012 leading edge greener products webinar
2012 leading edge greener products webinar2012 leading edge greener products webinar
2012 leading edge greener products webinarpefivewindsna
 
Sustainability in Household - Global Product Innovation and Consumer Insights...
Sustainability in Household - Global Product Innovation and Consumer Insights...Sustainability in Household - Global Product Innovation and Consumer Insights...
Sustainability in Household - Global Product Innovation and Consumer Insights...
Revista H&C
 
Green Hotel And Energy Strategy
Green Hotel And Energy StrategyGreen Hotel And Energy Strategy
Green Hotel And Energy Strategy
EcoGreenHotel
 
Introduction to Sustainable Manufacturing
Introduction to Sustainable ManufacturingIntroduction to Sustainable Manufacturing
Introduction to Sustainable Manufacturing
Circular Economy Asia
 
Building a Greener Brand
Building a Greener BrandBuilding a Greener Brand
Building a Greener Brand
3Degrees
 
What Are Solutions For the Non-Recyclables That Our Industry Generates?
What Are Solutions For the Non-Recyclables That Our Industry Generates?What Are Solutions For the Non-Recyclables That Our Industry Generates?
What Are Solutions For the Non-Recyclables That Our Industry Generates?
Stephanie Elton
 
What "bio" means in coatings & inks
What "bio" means in coatings & inksWhat "bio" means in coatings & inks
What "bio" means in coatings & inks
Bernard Hasson
 
Week 5 Sustainable Product Presentation
Week 5 Sustainable Product PresentationWeek 5 Sustainable Product Presentation
Week 5 Sustainable Product PresentationIrene Lavant
 
Envirolastech Inc. Worlds 1st. strucual plastics, Eliminates the need for Lan...
Envirolastech Inc. Worlds 1st. strucual plastics, Eliminates the need for Lan...Envirolastech Inc. Worlds 1st. strucual plastics, Eliminates the need for Lan...
Envirolastech Inc. Worlds 1st. strucual plastics, Eliminates the need for Lan...
pschmittenvirolastech
 
Green Supply Chain
Green Supply ChainGreen Supply Chain
Green Supply ChainGXS
 

What's hot (20)

Ecolabelling
EcolabellingEcolabelling
Ecolabelling
 
presentation on Green marketing
presentation on Green marketing presentation on Green marketing
presentation on Green marketing
 
Styron LLC Corporate Presentation
Styron LLC Corporate PresentationStyron LLC Corporate Presentation
Styron LLC Corporate Presentation
 
Consumer perception of green products in Japan
Consumer perception of green products in JapanConsumer perception of green products in Japan
Consumer perception of green products in Japan
 
Brita, Burt's Bees, and Greenworks - Leveraging Sustainability at Clorox
Brita, Burt's Bees, and Greenworks - Leveraging Sustainability at CloroxBrita, Burt's Bees, and Greenworks - Leveraging Sustainability at Clorox
Brita, Burt's Bees, and Greenworks - Leveraging Sustainability at Clorox
 
marketing sustainability
marketing sustainabilitymarketing sustainability
marketing sustainability
 
Lifecycle Assessment and Green Seal Certification
Lifecycle Assessment and Green Seal CertificationLifecycle Assessment and Green Seal Certification
Lifecycle Assessment and Green Seal Certification
 
environmental certification for hotels and tourism businesses
environmental certification  for hotels and tourism businessesenvironmental certification  for hotels and tourism businesses
environmental certification for hotels and tourism businesses
 
2012 leading edge greener products webinar
2012 leading edge greener products webinar2012 leading edge greener products webinar
2012 leading edge greener products webinar
 
Sustainability in Household - Global Product Innovation and Consumer Insights...
Sustainability in Household - Global Product Innovation and Consumer Insights...Sustainability in Household - Global Product Innovation and Consumer Insights...
Sustainability in Household - Global Product Innovation and Consumer Insights...
 
Green Hotel And Energy Strategy
Green Hotel And Energy StrategyGreen Hotel And Energy Strategy
Green Hotel And Energy Strategy
 
Index3c24
Index3c24Index3c24
Index3c24
 
Introduction to Sustainable Manufacturing
Introduction to Sustainable ManufacturingIntroduction to Sustainable Manufacturing
Introduction to Sustainable Manufacturing
 
Building a Greener Brand
Building a Greener BrandBuilding a Greener Brand
Building a Greener Brand
 
What Are Solutions For the Non-Recyclables That Our Industry Generates?
What Are Solutions For the Non-Recyclables That Our Industry Generates?What Are Solutions For the Non-Recyclables That Our Industry Generates?
What Are Solutions For the Non-Recyclables That Our Industry Generates?
 
What "bio" means in coatings & inks
What "bio" means in coatings & inksWhat "bio" means in coatings & inks
What "bio" means in coatings & inks
 
Marketing plan
Marketing planMarketing plan
Marketing plan
 
Week 5 Sustainable Product Presentation
Week 5 Sustainable Product PresentationWeek 5 Sustainable Product Presentation
Week 5 Sustainable Product Presentation
 
Envirolastech Inc. Worlds 1st. strucual plastics, Eliminates the need for Lan...
Envirolastech Inc. Worlds 1st. strucual plastics, Eliminates the need for Lan...Envirolastech Inc. Worlds 1st. strucual plastics, Eliminates the need for Lan...
Envirolastech Inc. Worlds 1st. strucual plastics, Eliminates the need for Lan...
 
Green Supply Chain
Green Supply ChainGreen Supply Chain
Green Supply Chain
 

Similar to New green guide for marketing - build it green

An overview of recent revisions to ftc green guides
An overview of recent revisions to ftc green guidesAn overview of recent revisions to ftc green guides
An overview of recent revisions to ftc green guides
Green Business Bureau
 
Disney Sustainability
Disney SustainabilityDisney Sustainability
Disney SustainabilityDaniel Chang
 
Green marketing ppt-pvb
Green marketing ppt-pvbGreen marketing ppt-pvb
Green marketing ppt-pvb
Prabhakar Bokad
 
Introductiontosustainablemanufacturing 180410120350
Introductiontosustainablemanufacturing 180410120350Introductiontosustainablemanufacturing 180410120350
Introductiontosustainablemanufacturing 180410120350
Wiwin Widiasih
 
Cls greenwashing master slides final part one 1
Cls greenwashing master slides final part one 1Cls greenwashing master slides final part one 1
Cls greenwashing master slides final part one 1
matthewdsweet
 
Unido tool kit 6-textbook
Unido tool kit 6-textbookUnido tool kit 6-textbook
Unido tool kit 6-textbook
zubeditufail
 
Green marketing
Green marketingGreen marketing
Green marketing
Sya Ran
 
CSCMP 2014: Voice of the Industry
CSCMP 2014: Voice of the IndustryCSCMP 2014: Voice of the Industry
CSCMP 2014: Voice of the Industry
Brady Totten
 
Eco-Friendly Manufacturing and Packaging & Eco-Friendly Business
Eco-Friendly Manufacturing and Packaging & Eco-Friendly BusinessEco-Friendly Manufacturing and Packaging & Eco-Friendly Business
Eco-Friendly Manufacturing and Packaging & Eco-Friendly Business
Jithin Omanakuttan
 
Designing for Composites Sustainability
Designing for Composites SustainabilityDesigning for Composites Sustainability
Designing for Composites Sustainability
Owens Corning Composites Solution Business
 
Making the change
Making the change Making the change
Making the change
Charles Richardson
 
The Reality of Achieving Net Zero Waste
The Reality of Achieving Net Zero WasteThe Reality of Achieving Net Zero Waste
The Reality of Achieving Net Zero Waste
Veritiv Corporation
 
How2 recycle label
How2 recycle labelHow2 recycle label
How2 recycle label
GreenBlue
 
Green IT Makes Dollars and Sense
Green IT Makes Dollars and SenseGreen IT Makes Dollars and Sense
Green IT Makes Dollars and Sense
TechNexxus, LLC
 
Fmi final gen merch cat man webinar[1]
Fmi final gen merch cat man webinar[1]Fmi final gen merch cat man webinar[1]
Fmi final gen merch cat man webinar[1]Jeanne von Zastrow
 
Fmi final gen merch cat man webinar[1]
Fmi final gen merch cat man webinar[1]Fmi final gen merch cat man webinar[1]
Fmi final gen merch cat man webinar[1]Jeanne von Zastrow
 
Fmi final beverage cat man webinar[1]
Fmi final beverage cat man webinar[1]Fmi final beverage cat man webinar[1]
Fmi final beverage cat man webinar[1]Jeanne von Zastrow
 
Fmi final beverage cat man webinar[1]
Fmi final beverage cat man webinar[1]Fmi final beverage cat man webinar[1]
Fmi final beverage cat man webinar[1]Jeanne von Zastrow
 
How2Recycle presentation
How2Recycle presentationHow2Recycle presentation
How2Recycle presentationGreenBlue
 

Similar to New green guide for marketing - build it green (20)

An overview of recent revisions to ftc green guides
An overview of recent revisions to ftc green guidesAn overview of recent revisions to ftc green guides
An overview of recent revisions to ftc green guides
 
Green Marketing
Green MarketingGreen Marketing
Green Marketing
 
Disney Sustainability
Disney SustainabilityDisney Sustainability
Disney Sustainability
 
Green marketing ppt-pvb
Green marketing ppt-pvbGreen marketing ppt-pvb
Green marketing ppt-pvb
 
Introductiontosustainablemanufacturing 180410120350
Introductiontosustainablemanufacturing 180410120350Introductiontosustainablemanufacturing 180410120350
Introductiontosustainablemanufacturing 180410120350
 
Cls greenwashing master slides final part one 1
Cls greenwashing master slides final part one 1Cls greenwashing master slides final part one 1
Cls greenwashing master slides final part one 1
 
Unido tool kit 6-textbook
Unido tool kit 6-textbookUnido tool kit 6-textbook
Unido tool kit 6-textbook
 
Green marketing
Green marketingGreen marketing
Green marketing
 
CSCMP 2014: Voice of the Industry
CSCMP 2014: Voice of the IndustryCSCMP 2014: Voice of the Industry
CSCMP 2014: Voice of the Industry
 
Eco-Friendly Manufacturing and Packaging & Eco-Friendly Business
Eco-Friendly Manufacturing and Packaging & Eco-Friendly BusinessEco-Friendly Manufacturing and Packaging & Eco-Friendly Business
Eco-Friendly Manufacturing and Packaging & Eco-Friendly Business
 
Designing for Composites Sustainability
Designing for Composites SustainabilityDesigning for Composites Sustainability
Designing for Composites Sustainability
 
Making the change
Making the change Making the change
Making the change
 
The Reality of Achieving Net Zero Waste
The Reality of Achieving Net Zero WasteThe Reality of Achieving Net Zero Waste
The Reality of Achieving Net Zero Waste
 
How2 recycle label
How2 recycle labelHow2 recycle label
How2 recycle label
 
Green IT Makes Dollars and Sense
Green IT Makes Dollars and SenseGreen IT Makes Dollars and Sense
Green IT Makes Dollars and Sense
 
Fmi final gen merch cat man webinar[1]
Fmi final gen merch cat man webinar[1]Fmi final gen merch cat man webinar[1]
Fmi final gen merch cat man webinar[1]
 
Fmi final gen merch cat man webinar[1]
Fmi final gen merch cat man webinar[1]Fmi final gen merch cat man webinar[1]
Fmi final gen merch cat man webinar[1]
 
Fmi final beverage cat man webinar[1]
Fmi final beverage cat man webinar[1]Fmi final beverage cat man webinar[1]
Fmi final beverage cat man webinar[1]
 
Fmi final beverage cat man webinar[1]
Fmi final beverage cat man webinar[1]Fmi final beverage cat man webinar[1]
Fmi final beverage cat man webinar[1]
 
How2Recycle presentation
How2Recycle presentationHow2Recycle presentation
How2Recycle presentation
 

Recently uploaded

The Art Pastor's Guide to Sabbath | Steve Thomason
The Art Pastor's Guide to Sabbath | Steve ThomasonThe Art Pastor's Guide to Sabbath | Steve Thomason
The Art Pastor's Guide to Sabbath | Steve Thomason
Steve Thomason
 
Language Across the Curriculm LAC B.Ed.
Language Across the  Curriculm LAC B.Ed.Language Across the  Curriculm LAC B.Ed.
Language Across the Curriculm LAC B.Ed.
Atul Kumar Singh
 
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
Nguyen Thanh Tu Collection
 
Unit 8 - Information and Communication Technology (Paper I).pdf
Unit 8 - Information and Communication Technology (Paper I).pdfUnit 8 - Information and Communication Technology (Paper I).pdf
Unit 8 - Information and Communication Technology (Paper I).pdf
Thiyagu K
 
Phrasal Verbs.XXXXXXXXXXXXXXXXXXXXXXXXXX
Phrasal Verbs.XXXXXXXXXXXXXXXXXXXXXXXXXXPhrasal Verbs.XXXXXXXXXXXXXXXXXXXXXXXXXX
Phrasal Verbs.XXXXXXXXXXXXXXXXXXXXXXXXXX
MIRIAMSALINAS13
 
Polish students' mobility in the Czech Republic
Polish students' mobility in the Czech RepublicPolish students' mobility in the Czech Republic
Polish students' mobility in the Czech Republic
Anna Sz.
 
How to Break the cycle of negative Thoughts
How to Break the cycle of negative ThoughtsHow to Break the cycle of negative Thoughts
How to Break the cycle of negative Thoughts
Col Mukteshwar Prasad
 
Basic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumersBasic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumers
PedroFerreira53928
 
Sha'Carri Richardson Presentation 202345
Sha'Carri Richardson Presentation 202345Sha'Carri Richardson Presentation 202345
Sha'Carri Richardson Presentation 202345
beazzy04
 
PART A. Introduction to Costumer Service
PART A. Introduction to Costumer ServicePART A. Introduction to Costumer Service
PART A. Introduction to Costumer Service
PedroFerreira53928
 
Introduction to Quality Improvement Essentials
Introduction to Quality Improvement EssentialsIntroduction to Quality Improvement Essentials
Introduction to Quality Improvement Essentials
Excellence Foundation for South Sudan
 
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
MysoreMuleSoftMeetup
 
Thesis Statement for students diagnonsed withADHD.ppt
Thesis Statement for students diagnonsed withADHD.pptThesis Statement for students diagnonsed withADHD.ppt
Thesis Statement for students diagnonsed withADHD.ppt
EverAndrsGuerraGuerr
 
1.4 modern child centered education - mahatma gandhi-2.pptx
1.4 modern child centered education - mahatma gandhi-2.pptx1.4 modern child centered education - mahatma gandhi-2.pptx
1.4 modern child centered education - mahatma gandhi-2.pptx
JosvitaDsouza2
 
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxStudents, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
EduSkills OECD
 
The geography of Taylor Swift - some ideas
The geography of Taylor Swift - some ideasThe geography of Taylor Swift - some ideas
The geography of Taylor Swift - some ideas
GeoBlogs
 
special B.ed 2nd year old paper_20240531.pdf
special B.ed 2nd year old paper_20240531.pdfspecial B.ed 2nd year old paper_20240531.pdf
special B.ed 2nd year old paper_20240531.pdf
Special education needs
 
Sectors of the Indian Economy - Class 10 Study Notes pdf
Sectors of the Indian Economy - Class 10 Study Notes pdfSectors of the Indian Economy - Class 10 Study Notes pdf
Sectors of the Indian Economy - Class 10 Study Notes pdf
Vivekanand Anglo Vedic Academy
 
Unit 2- Research Aptitude (UGC NET Paper I).pdf
Unit 2- Research Aptitude (UGC NET Paper I).pdfUnit 2- Research Aptitude (UGC NET Paper I).pdf
Unit 2- Research Aptitude (UGC NET Paper I).pdf
Thiyagu K
 
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
TESDA TM1 REVIEWER  FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...TESDA TM1 REVIEWER  FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
EugeneSaldivar
 

Recently uploaded (20)

The Art Pastor's Guide to Sabbath | Steve Thomason
The Art Pastor's Guide to Sabbath | Steve ThomasonThe Art Pastor's Guide to Sabbath | Steve Thomason
The Art Pastor's Guide to Sabbath | Steve Thomason
 
Language Across the Curriculm LAC B.Ed.
Language Across the  Curriculm LAC B.Ed.Language Across the  Curriculm LAC B.Ed.
Language Across the Curriculm LAC B.Ed.
 
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
GIÁO ÁN DẠY THÊM (KẾ HOẠCH BÀI BUỔI 2) - TIẾNG ANH 8 GLOBAL SUCCESS (2 CỘT) N...
 
Unit 8 - Information and Communication Technology (Paper I).pdf
Unit 8 - Information and Communication Technology (Paper I).pdfUnit 8 - Information and Communication Technology (Paper I).pdf
Unit 8 - Information and Communication Technology (Paper I).pdf
 
Phrasal Verbs.XXXXXXXXXXXXXXXXXXXXXXXXXX
Phrasal Verbs.XXXXXXXXXXXXXXXXXXXXXXXXXXPhrasal Verbs.XXXXXXXXXXXXXXXXXXXXXXXXXX
Phrasal Verbs.XXXXXXXXXXXXXXXXXXXXXXXXXX
 
Polish students' mobility in the Czech Republic
Polish students' mobility in the Czech RepublicPolish students' mobility in the Czech Republic
Polish students' mobility in the Czech Republic
 
How to Break the cycle of negative Thoughts
How to Break the cycle of negative ThoughtsHow to Break the cycle of negative Thoughts
How to Break the cycle of negative Thoughts
 
Basic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumersBasic phrases for greeting and assisting costumers
Basic phrases for greeting and assisting costumers
 
Sha'Carri Richardson Presentation 202345
Sha'Carri Richardson Presentation 202345Sha'Carri Richardson Presentation 202345
Sha'Carri Richardson Presentation 202345
 
PART A. Introduction to Costumer Service
PART A. Introduction to Costumer ServicePART A. Introduction to Costumer Service
PART A. Introduction to Costumer Service
 
Introduction to Quality Improvement Essentials
Introduction to Quality Improvement EssentialsIntroduction to Quality Improvement Essentials
Introduction to Quality Improvement Essentials
 
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
Mule 4.6 & Java 17 Upgrade | MuleSoft Mysore Meetup #46
 
Thesis Statement for students diagnonsed withADHD.ppt
Thesis Statement for students diagnonsed withADHD.pptThesis Statement for students diagnonsed withADHD.ppt
Thesis Statement for students diagnonsed withADHD.ppt
 
1.4 modern child centered education - mahatma gandhi-2.pptx
1.4 modern child centered education - mahatma gandhi-2.pptx1.4 modern child centered education - mahatma gandhi-2.pptx
1.4 modern child centered education - mahatma gandhi-2.pptx
 
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxStudents, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptx
 
The geography of Taylor Swift - some ideas
The geography of Taylor Swift - some ideasThe geography of Taylor Swift - some ideas
The geography of Taylor Swift - some ideas
 
special B.ed 2nd year old paper_20240531.pdf
special B.ed 2nd year old paper_20240531.pdfspecial B.ed 2nd year old paper_20240531.pdf
special B.ed 2nd year old paper_20240531.pdf
 
Sectors of the Indian Economy - Class 10 Study Notes pdf
Sectors of the Indian Economy - Class 10 Study Notes pdfSectors of the Indian Economy - Class 10 Study Notes pdf
Sectors of the Indian Economy - Class 10 Study Notes pdf
 
Unit 2- Research Aptitude (UGC NET Paper I).pdf
Unit 2- Research Aptitude (UGC NET Paper I).pdfUnit 2- Research Aptitude (UGC NET Paper I).pdf
Unit 2- Research Aptitude (UGC NET Paper I).pdf
 
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
TESDA TM1 REVIEWER  FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...TESDA TM1 REVIEWER  FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
TESDA TM1 REVIEWER FOR NATIONAL ASSESSMENT WRITTEN AND ORAL QUESTIONS WITH A...
 

New green guide for marketing - build it green

  • 1. ot (N S New o) Green Guide for Marketing Build It Green Webinar April 25, 2012 Maureen Ladley, Ladley & Associates CGBP, LEED AP
  • 2. Maureen Ladley LEED AP, CGBP Member - Build It Green (510) 238-0150 Maureen.Ladley@LadleyandAssociates.com LadleyandAssociates.com
  • 3. Question & Answer Please type your questions into the chat box and we will read them for Maureen to answer LadleyandAssociates.com
  • 4. Green Guides… • Federal Trade Commission (FTC) – “Protecting America’s Consumers” • Since 1992, updated 2010 • Green Guides help avoid “making false or misleading green claims….” • Impact: Environmental Seals of Approval, environmental claims LadleyandAssociates.com
  • 5. New…in 1992 • FTC introduces “Green Guides” • Bill Clinton becomes US President • Hurricane Andrew hits South Florida • First McDonald’s opens in Beijing • Gas is $1.05 a gallon • Average income is $30,030 • Average cost of a new house is $122,500 LadleyandAssociates.com
  • 7. Revised in 2010 • FTC updates “Green Guides” • BP Deepwater Horizon oil spill disaster • Magnitude 7 earthquake hits Haiti • Apple releases the iPad • Gas is $2.73 a gallon • Average income is $46,326 • Average cost of a new house is $232,880 LadleyandAssociates.com
  • 10. Potential Implications, Impacts • Get it right at start - save time and money • Avoid misrepresentation • Create clear customer/client understanding • Alert to product and service labels • Spread the word to partners, suppliers Note: This presentation is marketing advice, not legal advice – when in doubt, get legal counsel! LadleyandAssociates.com
  • 11. Green Guides Categories: 3. General Principals 5. Environmental Marketing Claims LadleyandAssociates.com
  • 12. General Principals Addresses environmental marketing claims: 2. Qualifications and disclosures 3. Distinction between benefit of product, package or service 4. Overstatement of environmental attribute 5. Comparative claims LadleyandAssociates.com
  • 13. Checklist – General Principals Is qualification or disclosure:  Sufficiently clear, with clarity of language?  Prominent, with relative type size and proximity to claim being qualified?  Understandable to prevent deception?  Contrary claims not also present? Is distinction between benefits of product, package and service clearly for:  Product, or  Package, or  Service, or  Component of one? Does marketing claim overstate the environmental attribute or benefit, expressly or by implication?  Are environmental benefits significant, or negligible? Is a “comparative” statement present, and if so:  Is the basis for comparison sufficiently clear to avoid consumer deception?  Can the advertiser substantiate the comparison? LadleyandAssociates.com
  • 14. Distinction?  If the box said “Recyclable” is that sufficient?  Would it be clear whether it was the box, the foil or some other component? LadleyandAssociates.com
  • 15. Overstatement?  Does is paragraph “qualify” the claim?  Is it going anywhere other than the landfill?  Does this overstate the claim? LadleyandAssociates.com
  • 16. Environmental Marketing Claims • General environmental benefit claim • Degradable/biodegradable/photodegradable • Compostable • Recyclable • Recycled content • Source reduction • Refillable • Ozone safe and ozone friendly LadleyandAssociates.com
  • 17. Checklist – Env. Marketing Claims Does the product, package or service offer:  A general environmental benefit (directly or implied)?  A broad claim (e.g. Eco-Safe, Environmentally Friendly, essentially non-toxic)?  A qualifier for the claim? Is degradability/biodegradability/photodegradability claimed?  Is the claim qualified, substantiated by scientific evidence?  Will it decompose within a reasonably short period of time, as customarily disposed?  Is rate and extent of decomposition clear? Does product or package make a compostable claim?  Is claim substantiated by scientific evidence that all the materials will break down into usable compost, in a safe and timely manner?  Will it safely break down in a home composting device?  Does the claim mislead about the benefits if product is disposed of in a landfill?  Is a municipal or institutional composting facility available in the area the product is sold? LadleyandAssociates.com
  • 18. Checklist – Env. Marketing Claims Is product or packaging recyclable?  Can it be collected, separated or otherwise recovered from the solid waste stream for re-use, though an established recycling program?  Are there non-recyclable components to the product or package?  Are the recyclable and non-recyclable clearly qualified?  Are collection sites for recycling the material available to a substantial majority of area consumers? Does product or packaging claim recycled content?  Have materials been recovered or otherwise diverted from the solid waste stream?  During the manufacturing process (pre-consumer) or after consumer use (post-consumer)?  If using pre-consumer material, is there substantiation for concluding that the material would otherwise have entered the solid waste stream?  Are distinctions made between pre-consumer and post-consumer materials, substantiated?  If partially made of recycled material, is amount qualified by weight, of recycled content in the finished product or package?  If using recycled components (or used, reconditioned or remanufactured), is the claim adequately qualified? LadleyandAssociates.com
  • 19. Checklist – Env. Marketing Claims Is a source reduction claim made?  Has the product or package been reduced or is lower in weight, volume or toxicity?  Have source reduction claims been qualified? Is a refillable package claim made?  Is a refillable system provided for, such as collection and return of package for refilling?  Is a later refill of the package by consumers with a product sold in another package?  Are the refills sold in the same area as the refillable package?  Does the package have an unqualified assumption that it’s up to the consumer to find new ways to fill the package? Is a claim of ozone safe or ozone friendly made?  Is claim substantiated? LadleyandAssociates.com
  • 20. Qualified? Sustainability Benefits: •Contains more than 99% natural ingredients* •Certified to include a minimum of 58% total recycled content ** •Formaldehyde free *Unfaced insulation made with a minimum of 99 percent by weight natural materials consisting of minerals and plant-based compounds. **Certified by Scientific Certifications Systems to have a minimum of 58 percent recycled glass content with at least 36 percent post-consumer recycled and the balance pre-consumer recycled glass content. Source: Owens Corning website LadleyandAssociates.com
  • 21. Qualified? New Tech Shingles 100% Recycled PEP Resins with additives, coloring, and UV Inhibitors Source: New Tech Website LadleyandAssociates.com
  • 22. Qualified? 100% Recycled EcoStud We are proudly stocking and distributing Superior Polymer’s EcoStud Product line. This distribution agreement includes 1″ to 3″ Z Furring Channel, Flanged Furring Channel as well as their revolutionary Clip and Go Track and Stud. Recycled plastic studs allow for builders to easily and cheaply meet the new energy codes coming to a city and state near you. By using plastic instead of Metal or Wood Studs and Furring Channel can be installed directly against Concrete Walls without the need of adding additional Foam to create a Thermal Break. Plastic is not a conductor so you do not compromise the thermal performance of the wall system using EcoStud. Another great feature is it will not rust or grow mold and mildew so for basement applications where water can be an issue this product is the one that will last forever. EcoStud products are manufactured with 100% recycled plastic. Source: BuyLEEDLumber.com, EcoStud.com LadleyandAssociates.com
  • 23. Qualified? LadleyandAssociates.com
  • 24. Third Party Endorsement/Rating LadleyandAssociates.com
  • 25. More Information • Federal Trade Commission: www.ftc.gov • FTC Part 260: www.ftc.gov/bcp/grnrule/guides980427.htm LadleyandAssociates.com
  • 26. Question & Answer Please type your questions into the chat box and we will read them for Maureen to answer LadleyandAssociates.com