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The Green Business Network™


The Green Business Network is a vibrant
community of over 3,000 businesses
committed to creating a better world.

Our mission is to help businesses everywhere
become more successful and grow a green
economy that is good for people and the planet.
   www.greenbusinessnetwork.org


The Green Business Network is a program of Green
   America. We harness economic power—the
   strength of consumers, investors, businesses, and
   the marketplace—to build a socially just and
   environmentally sustainable society.
   www.GreenAmerica.org
The Green Business Network™


We have been building a green
 economy for three decades.

Join us in celebrating:

30th anniversary of Green America
20th anniversary of the National Green Pages®
11th anniversary of Green Festivals®

Questions
Melanie Marine
mmarine@greenamerica.org
202.872.5330
The Green Business Network™


We help green businesses across the country to
Connect. Market. Grow.
Introducing

Jacquie Ottman
Founder and Principal,
J. Ottman Consulting, Inc.




Author,
The New Rules of
Green Marketing:
Strategies, Tools
and Inspiration for
Sustainable Branding
GreenMarketing.com
20 New Rules of Green
Marketing in 30 Minutes—
With Plenty of Time for
Questions
 .   •
     •
     •
     •
     •
     •   Presented to
     •
     •   Green America
     •
     •   by Jacquelyn A. Ottman
     •   September 13, 2012
     •
Hello


 •
 •   Introduction
 •
 •   Highlights of 20 New Rules
 •
 •   Your Questions
 •
 •   My Best Answers
 •
 •
 •
 •
Jacquelyn Ottman


  •   Founder, Principal, J. Ottman Consulting,
  •
  •   Inc.
  •
  •   Founded in 1989
  •
  •   Author, The New Rules of Green Marketing,
  •
  •   (Berrett-Koehler, February 2011)
  •
  •   Editor, We Hate To Waste. com
  •
J. Ottman Consulting’s
Clients
J. Ottman Consulting’s
U.S. Government Clients
20 New Rules
 Highlights
Market
83% of US Adults are “Green”
                 LOHAS:
                36 million
                US adults


   •
   •
   •
   •
   •
   •
   •
   •
   •
   •
   •
   •
$290 Billion U.S.
Market for Green
Consumer Goods

   •   Personal Health $93.4B: Tom’s, Aveda
   •
   •   Organic Foods $23.6B: Stonyfield, Cascadian
   •   Farm
   •
   •   Natural Lifestyles $10B: Seventh Gen, Method
   •
   •   Sustainable Apparel $3B: Nike, Patagonia,
   •   Timberland
   •
   •   Alt. Transportation $20B: Toyota Prius
   •
       Alternative Energy $1B: Solar, Wind
       Source: Natural Marketing Institute 2010   Apparel: 2007
©2010 J. Ottman Consulting, Inc.
High quality offerings expanding the
          market for green
… But Barriers to Green Purchasing Still
                  Exist




     •
     •
     •
     •
     •
     •
     •
     •
     •
     •
     •
     •
How to Close the
    Gap?
Life Cycle
Approach
©2010 J. Ottman Consulting, Inc.




One Attribute Does Not A
  Green Product Make
©2010 J. Ottman Consulting, Inc.




         The Product Life Cycle

Raw Materials   Mfg/Prod’n   Packaging   Distribution




 Marketing       In-Use      After-Use
                                          Disposal
©2010 J. Ottman Consulting, Inc.




                 Life Cycle Approach
                      Necessary
Raw Materials       Mfg/Prod’n        Packaging     Distribution
Sust.- harvested     Unbleached       Recyclable      Low Carbon
   Non-toxic         Fair Trade        Recycled     Locally Sourced
   PVC-free



 Marketing            In-Use          After-Use
                                                     Disposal
                   Energy Efficient   Recyclable
    Ethical                                         Landfill-safe
                     Low VOC           Refillable
 Cause-related                                      Compostable
Communications
Focus on Primary
     Benefits
to Underscore Value
Green Products Consistent with
    Better Quality of Life
Health is the Top Environmental Issue




   •
   •
   •
   •
   •
   •
   •
   •
   •
   •
   •
   •
©2010 J. Ottman Consulting, Inc.
©2010 J. Ottman Consulting, Inc.
©2010 J. Ottman Consulting, Inc.
Credibility
Transparency
©2010 J. Ottman Consulting, Inc.
Authenticity and
 Integrity
There’s No Small Change
Campaign
There’s No Small
Change Campaign


Empowering tips for
reducing one’s carbon
footprint, in line with
corporate track record.
•
•   There’s No Small Change
•
•
•    Communications were
•    accompanied by
•    messages about the
•
•    Bank’s track record.
•
•
•
There’s No Small Change
Campaign

 Results:
 103% of new account goal
 Higher deposit balances
 Increased cross-sell
 Increased online bill pay
©2011 J. Ottman Consulting, Inc.




       Promote
Responsible Consumption
 (“Shared Responsibility”)
©2010 J. Ottman Consulting, Inc.




         The Product Life Cycle

Raw Materials   Mfg/Prod’n   Packaging   Distribution




 Marketing       In-Use      After-Use    Disposal

                Consumer     Consumer     Consumer
©2010 J. Ottman Consulting, Inc.
©2010 J. Ottman Consulting, Inc.
Copyright © 2011, J. Ottman Consulting,
    Inc.




•
•
•
•
•
•
•
•
•
•
•
•
Make the Intangible Tangible




 •
 •
 •
 •
 •
 •
 •
 •
 •
 •
 •
 •
Questions
Let’s Talk Some More


    •
    •   www.greenmarketing.com
    •
    •
    •   Info @ greenmarketing dot com
    •
    •
    •   @ jacquelynottman
    •
    •
    •   T: 212 879 4160
    •
•   Copyright© 2012 by J. Ottman Consulting, Inc.
•   315 East 69 Street, NY NY 10021 USA
•   Info @ greenmarketing dot com
•
•
•   This presentation is the exclusive property of
•   J. Ottman Consulting, Inc. It may not be
•   reproduced or transmitted, or repurposed for
•
•   any use, in whole or in part in any form without
•   prior written permission.
•

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Profiting from the New Rules of Green Marketing

  • 1.
  • 2. The Green Business Network™ The Green Business Network is a vibrant community of over 3,000 businesses committed to creating a better world. Our mission is to help businesses everywhere become more successful and grow a green economy that is good for people and the planet. www.greenbusinessnetwork.org The Green Business Network is a program of Green America. We harness economic power—the strength of consumers, investors, businesses, and the marketplace—to build a socially just and environmentally sustainable society. www.GreenAmerica.org
  • 3. The Green Business Network™ We have been building a green economy for three decades. Join us in celebrating: 30th anniversary of Green America 20th anniversary of the National Green Pages® 11th anniversary of Green Festivals® Questions Melanie Marine mmarine@greenamerica.org 202.872.5330
  • 4. The Green Business Network™ We help green businesses across the country to Connect. Market. Grow.
  • 5. Introducing Jacquie Ottman Founder and Principal, J. Ottman Consulting, Inc. Author, The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding GreenMarketing.com
  • 6. 20 New Rules of Green Marketing in 30 Minutes— With Plenty of Time for Questions . • • • • • • Presented to • • Green America • • by Jacquelyn A. Ottman • September 13, 2012 •
  • 7. Hello • • Introduction • • Highlights of 20 New Rules • • Your Questions • • My Best Answers • • • •
  • 8. Jacquelyn Ottman • Founder, Principal, J. Ottman Consulting, • • Inc. • • Founded in 1989 • • Author, The New Rules of Green Marketing, • • (Berrett-Koehler, February 2011) • • Editor, We Hate To Waste. com •
  • 10. J. Ottman Consulting’s U.S. Government Clients
  • 11. 20 New Rules Highlights
  • 13. 83% of US Adults are “Green” LOHAS: 36 million US adults • • • • • • • • • • • •
  • 14. $290 Billion U.S. Market for Green Consumer Goods • Personal Health $93.4B: Tom’s, Aveda • • Organic Foods $23.6B: Stonyfield, Cascadian • Farm • • Natural Lifestyles $10B: Seventh Gen, Method • • Sustainable Apparel $3B: Nike, Patagonia, • Timberland • • Alt. Transportation $20B: Toyota Prius • Alternative Energy $1B: Solar, Wind Source: Natural Marketing Institute 2010 Apparel: 2007
  • 15. ©2010 J. Ottman Consulting, Inc.
  • 16. High quality offerings expanding the market for green
  • 17.
  • 18. … But Barriers to Green Purchasing Still Exist • • • • • • • • • • • •
  • 19.
  • 20. How to Close the Gap?
  • 22. ©2010 J. Ottman Consulting, Inc. One Attribute Does Not A Green Product Make
  • 23. ©2010 J. Ottman Consulting, Inc. The Product Life Cycle Raw Materials Mfg/Prod’n Packaging Distribution Marketing In-Use After-Use Disposal
  • 24. ©2010 J. Ottman Consulting, Inc. Life Cycle Approach Necessary Raw Materials Mfg/Prod’n Packaging Distribution Sust.- harvested Unbleached Recyclable Low Carbon Non-toxic Fair Trade Recycled Locally Sourced PVC-free Marketing In-Use After-Use Disposal Energy Efficient Recyclable Ethical Landfill-safe Low VOC Refillable Cause-related Compostable
  • 25.
  • 27. Focus on Primary Benefits to Underscore Value
  • 28. Green Products Consistent with Better Quality of Life
  • 29. Health is the Top Environmental Issue • • • • • • • • • • • •
  • 30. ©2010 J. Ottman Consulting, Inc.
  • 31. ©2010 J. Ottman Consulting, Inc.
  • 32. ©2010 J. Ottman Consulting, Inc.
  • 35. ©2010 J. Ottman Consulting, Inc.
  • 37. There’s No Small Change Campaign
  • 38. There’s No Small Change Campaign Empowering tips for reducing one’s carbon footprint, in line with corporate track record.
  • 39. • • There’s No Small Change • • • Communications were • accompanied by • messages about the • • Bank’s track record. • • •
  • 40. There’s No Small Change Campaign Results: 103% of new account goal Higher deposit balances Increased cross-sell Increased online bill pay
  • 41. ©2011 J. Ottman Consulting, Inc. Promote Responsible Consumption (“Shared Responsibility”)
  • 42. ©2010 J. Ottman Consulting, Inc. The Product Life Cycle Raw Materials Mfg/Prod’n Packaging Distribution Marketing In-Use After-Use Disposal Consumer Consumer Consumer
  • 43. ©2010 J. Ottman Consulting, Inc.
  • 44. ©2010 J. Ottman Consulting, Inc.
  • 45. Copyright © 2011, J. Ottman Consulting, Inc. • • • • • • • • • • • •
  • 46. Make the Intangible Tangible • • • • • • • • • • • •
  • 48. Let’s Talk Some More • • www.greenmarketing.com • • • Info @ greenmarketing dot com • • • @ jacquelynottman • • • T: 212 879 4160 •
  • 49. Copyright© 2012 by J. Ottman Consulting, Inc. • 315 East 69 Street, NY NY 10021 USA • Info @ greenmarketing dot com • • • This presentation is the exclusive property of • J. Ottman Consulting, Inc. It may not be • reproduced or transmitted, or repurposed for • • any use, in whole or in part in any form without • prior written permission. •

Editor's Notes

  1. Green terms show Consumers are looking under every phase of life cycle… Want to understand full impacts, and to do so with scientific rigor.
  2. Green terms show Consumers are looking under every phase of life cycle… Want to understand full impacts, and to do so with scientific rigor.
  3. Green terms show Consumers are looking under every phase of life cycle… Want to understand full impacts, and to do so with scientific rigor.
  4. Save me not Save the Planet!!
  5. A new product….but maybe it should be the eventual goal of Big Tide!
  6. A new product….but maybe it should be the eventual goal of Big Tide!
  7. A new product….but maybe it should be the eventual goal of Big Tide!
  8. Retailers, utility, consumer retailers: makes money and looks good doing it. Utilities: ES aves $ for utility. Meets legislative mandates, Manufacturers: moves more product; premium pricing on some energy star products Consumers: save money, help environment (other benefits of ES brand -- see performance reassurance slide) Deep green, light green, basic brown consumers Geographically: cost of energy in NW is .03kwh versus .20 /lwh in Long Islands. Demographically: Young, middle aged, older rich, poor challenge: green skews upscale, folks have money to pay for electricity.
  9. I would challenge you all to discover what J&J has done as a company —which is considerable and leverage that in your communications.
  10. Retailers, utility, consumer retailers: makes money and looks good doing it. Utilities: ES aves $ for utility. Meets legislative mandates, Manufacturers: moves more product; premium pricing on some energy star products Consumers: save money, help environment (other benefits of ES brand -- see performance reassurance slide) Deep green, light green, basic brown consumers Geographically: cost of energy in NW is .03kwh versus .20 /lwh in Long Islands. Demographically: Young, middle aged, older rich, poor challenge: green skews upscale, folks have money to pay for electricity.
  11. Retailers, utility, consumer retailers: makes money and looks good doing it. Utilities: ES aves $ for utility. Meets legislative mandates, Manufacturers: moves more product; premium pricing on some energy star products Consumers: save money, help environment (other benefits of ES brand -- see performance reassurance slide) Deep green, light green, basic brown consumers Geographically: cost of energy in NW is .03kwh versus .20 /lwh in Long Islands. Demographically: Young, middle aged, older rich, poor challenge: green skews upscale, folks have money to pay for electricity.
  12. Retailers, utility, consumer retailers: makes money and looks good doing it. Utilities: ES aves $ for utility. Meets legislative mandates, Manufacturers: moves more product; premium pricing on some energy star products Consumers: save money, help environment (other benefits of ES brand -- see performance reassurance slide) Deep green, light green, basic brown consumers Geographically: cost of energy in NW is .03kwh versus .20 /lwh in Long Islands. Demographically: Young, middle aged, older rich, poor challenge: green skews upscale, folks have money to pay for electricity.
  13. Retailers, utility, consumer retailers: makes money and looks good doing it. Utilities: ES aves $ for utility. Meets legislative mandates, Manufacturers: moves more product; premium pricing on some energy star products Consumers: save money, help environment (other benefits of ES brand -- see performance reassurance slide) Deep green, light green, basic brown consumers Geographically: cost of energy in NW is .03kwh versus .20 /lwh in Long Islands. Demographically: Young, middle aged, older rich, poor challenge: green skews upscale, folks have money to pay for electricity.
  14. Make the intangible tangible by helping consumers visualize their environmental impacts. This chart from P&G is meant for B2B communication, but I’m sure you can see how something similar could be enlightening for consumers. (Describe chart)