This document summarizes a webinar presented by Maureen Ladley on marketing green products. The webinar provided an overview of the Federal Trade Commission's Green Guides, which were introduced in 1992 and updated in 2010 to help businesses avoid making false environmental claims. Ladley reviewed key aspects of the Green Guides, including general principles around qualifying claims, distinguishing product benefits, and addressing overstatements. She also reviewed guidelines for specific claims like recycled content, compostability, and recyclability. The webinar emphasized ensuring marketing claims are qualified and substantiated to avoid greenwashing.
Sustainable Times Issue 9
The vast majority of businesses say that sustainability is vital to their future prosperity, but almost half say that margins are currently lower on sustainable products and services, according to an international survey of 250 senior executives by Accenture.
Presentation delivered at MassRecycle's 4th Annual Green Office / Green Facility Conference, Bentley University, June 15, 2010. Get invited to next year’s conference by signing up to MassRecycle’s free email newsletter at www.massrecycle.org.
Eco-Labeling in Green Product Marketing – Who Do You Trust?Sustainable Brands
When it comes to eco-labels and certifications, the name of the game is trust. Who can consumers trust in their search for credible, clear information – not for profits? Government? Retailers? Even for-profits? Join a lively debate and learn about the latest newcomers to the field of eco-labeling and certification — and decide for yourself. Note: This session is sponsored by Underwriter’s Lab in partnership with the EPA ENERGY STAR program.
Leveraging Environmental Sustainability at Clorox with Brita, Burt's Bees, an...Sustainable Brands
Presentation on sustainability, marketing, product development, and portfolio management at Clorox with Burt's Bees, Brita, and Greenworks.
Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com
Sustainable Times Issue 9
The vast majority of businesses say that sustainability is vital to their future prosperity, but almost half say that margins are currently lower on sustainable products and services, according to an international survey of 250 senior executives by Accenture.
Presentation delivered at MassRecycle's 4th Annual Green Office / Green Facility Conference, Bentley University, June 15, 2010. Get invited to next year’s conference by signing up to MassRecycle’s free email newsletter at www.massrecycle.org.
Eco-Labeling in Green Product Marketing – Who Do You Trust?Sustainable Brands
When it comes to eco-labels and certifications, the name of the game is trust. Who can consumers trust in their search for credible, clear information – not for profits? Government? Retailers? Even for-profits? Join a lively debate and learn about the latest newcomers to the field of eco-labeling and certification — and decide for yourself. Note: This session is sponsored by Underwriter’s Lab in partnership with the EPA ENERGY STAR program.
Leveraging Environmental Sustainability at Clorox with Brita, Burt's Bees, an...Sustainable Brands
Presentation on sustainability, marketing, product development, and portfolio management at Clorox with Burt's Bees, Brita, and Greenworks.
Learn more about Sustainable Business & Design at: http://sustainablelifemedia.com
Brita, Burt's Bees, and Greenworks - Leveraging Sustainability at CloroxSustainable Brands
Burt's Bees, Brita and GreenWorks? All successful companies with a positive sustainable image and brand power in a struggling economy...Discover how they manage to grow and thrive with Mike Kraft of The Clorox Company!
Purchasers, specifiers and manufacturers are now faced with the challenge of identifying which product labels to trust. The good news is that robust guidance on what makes a credible ecolabel already exists – it just needs to be used. In addition, the recent proposed changes to the Federal Trade Commission’s Guides for the Use of Environmental Marketing Claims provide further screens to help sort through the crowd.
This presentation will highlight key elements from the most widely cited “standards for standards,” explore how Green Seal conducts standard-setting and certification, and share a practitioner perspective on what the revised FTC Guides may mean for the use of environmental labels and logos.
3Degrees\'s in-house marketing and communications team works with our partners to help them communicate their commitment to taking action on climate change.
What Are Solutions For the Non-Recyclables That Our Industry Generates?Stephanie Elton
The following powerpoint presentation was shared at a Printing Industries of Northern California (PINC) webinar.
Channeled Resources Group provides solutions for both manufacturers and consumers of coated, treated, and laminated papers & films. We understand that companies need creative ideas and, particularly in today's economy, cost savings at both ends of the supply chain. Doing business should be simple and improve your company's bottom line.
CRG - Global Solutions is a recycler of both traditional and non-traditional papers. Our specialty is in processing roll stock and silicone coated release liner. We offer competitive pricing making us the ideal one-stop shop for your recycling needs.
Our niche is purchasing silicone-coated paper for repulping. We even buy discarded liner left behind from high-speed machine applicators.
Market insights about how the coatings market see the opportunities for bio-based chemicals & materials. Specific examples on bio-solvents, biodegradable inks, bio-content, LEED...
Envirolastech Inc. Worlds 1st. strucual plastics, Eliminates the need for Lan...pschmittenvirolastech
Envirolastech revolutionizes the green building product and recycling industries. Our sustainable technology reduces and eliminates communities dependence on landfills and opens new markets in recycled structural grade plastic products (exceeds wood/concrete ASTMS)
We are building the worlds first Zero Waste Recycling/Manufacturing facility.
For more detailed technical Information, news and articles, check out our website: www.envirolastech.com
Imagine…what you toss out, we transform!
LOHAS marketers know the value of terms like “biodegradable”, “environmentally-friendly”, and “recycled” – these are the buzz words that communicate the value of our product or service. But, when you use these terms, could you be deceiving your customer? Are you adequately verifying your environmental claims? Your environmental marketing may be falling short based on newly proposed changes to the FTC’s Green Guides. You can’t afford to be complacent about meeting these new guidelines, as the Commission has brought action against companies whose green marketing claims failed their standards, resulting in years of litigation and millions in court fees. Marcos Cordero, CEO of the Green Business Bureau, will lead this highly-informative breakout session where he will cover the proposed changes and offer you tips on how you can make sure that your green claims measure up. A must-attend for LOHAS marketers and business owners.
Brita, Burt's Bees, and Greenworks - Leveraging Sustainability at CloroxSustainable Brands
Burt's Bees, Brita and GreenWorks? All successful companies with a positive sustainable image and brand power in a struggling economy...Discover how they manage to grow and thrive with Mike Kraft of The Clorox Company!
Purchasers, specifiers and manufacturers are now faced with the challenge of identifying which product labels to trust. The good news is that robust guidance on what makes a credible ecolabel already exists – it just needs to be used. In addition, the recent proposed changes to the Federal Trade Commission’s Guides for the Use of Environmental Marketing Claims provide further screens to help sort through the crowd.
This presentation will highlight key elements from the most widely cited “standards for standards,” explore how Green Seal conducts standard-setting and certification, and share a practitioner perspective on what the revised FTC Guides may mean for the use of environmental labels and logos.
3Degrees\'s in-house marketing and communications team works with our partners to help them communicate their commitment to taking action on climate change.
What Are Solutions For the Non-Recyclables That Our Industry Generates?Stephanie Elton
The following powerpoint presentation was shared at a Printing Industries of Northern California (PINC) webinar.
Channeled Resources Group provides solutions for both manufacturers and consumers of coated, treated, and laminated papers & films. We understand that companies need creative ideas and, particularly in today's economy, cost savings at both ends of the supply chain. Doing business should be simple and improve your company's bottom line.
CRG - Global Solutions is a recycler of both traditional and non-traditional papers. Our specialty is in processing roll stock and silicone coated release liner. We offer competitive pricing making us the ideal one-stop shop for your recycling needs.
Our niche is purchasing silicone-coated paper for repulping. We even buy discarded liner left behind from high-speed machine applicators.
Market insights about how the coatings market see the opportunities for bio-based chemicals & materials. Specific examples on bio-solvents, biodegradable inks, bio-content, LEED...
Envirolastech Inc. Worlds 1st. strucual plastics, Eliminates the need for Lan...pschmittenvirolastech
Envirolastech revolutionizes the green building product and recycling industries. Our sustainable technology reduces and eliminates communities dependence on landfills and opens new markets in recycled structural grade plastic products (exceeds wood/concrete ASTMS)
We are building the worlds first Zero Waste Recycling/Manufacturing facility.
For more detailed technical Information, news and articles, check out our website: www.envirolastech.com
Imagine…what you toss out, we transform!
LOHAS marketers know the value of terms like “biodegradable”, “environmentally-friendly”, and “recycled” – these are the buzz words that communicate the value of our product or service. But, when you use these terms, could you be deceiving your customer? Are you adequately verifying your environmental claims? Your environmental marketing may be falling short based on newly proposed changes to the FTC’s Green Guides. You can’t afford to be complacent about meeting these new guidelines, as the Commission has brought action against companies whose green marketing claims failed their standards, resulting in years of litigation and millions in court fees. Marcos Cordero, CEO of the Green Business Bureau, will lead this highly-informative breakout session where he will cover the proposed changes and offer you tips on how you can make sure that your green claims measure up. A must-attend for LOHAS marketers and business owners.
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Is it possible to maintain the standard of living we've come accustomed to and find a balance within the limits of the capacity of our ecological systems? The answer, of course, is yes but not without doing things smarter and possibly differently.
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Presentation from webinar presented by Veritiv, Kimberly-Clark and the US Green Building Council, New Jersey Chapter on Earth Day 2016.
Learn more at veritivcorp.com/facilitysolutions
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Students, digital devices and success - Andreas Schleicher - 27 May 2024..pptxEduSkills OECD
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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
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
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