A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB'12 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.
2012 leading edge greener products webinarpefivewindsna
The 2012 Leading Edge Greener Products Webinar featured presentations on making the business case for greener products, case studies, marketing greener products, and tools for developing greener products. Speakers included representatives from Johnson & Johnson and consultants. The webinar covered topics like constraints on resources, the impact of consumer waste, drivers for greener products including retailers and regulations, and examples from companies that have implemented greener product strategies.
The document summarizes a study on environmental marketing claims made by consumer products. Some key findings include:
- Over 98% of products surveyed in North America committed at least one of the previously identified "Sins of Greenwashing".
- A new seventh sin emerged - the "Sin of Worshiping False Labels", where some marketers exploit consumer demand for third-party certification with fake labels or false suggestions of third-party endorsement.
- Legitimate eco-labeling is increasing, present on 23% of products compared to 14% in a previous study.
- Products making the most environmental claims and being most at risk of greenwashing are toys/baby products, cosmetics
This document discusses sustainable packaging and emerging technologies. It notes that flexible packaging has replaced rigid systems and reduced costs. Companies are joining the green movement to promote themselves and increase margins. Emerging technologies like oxo-biodegradable and hydro-biodegradable additives help reduce environmental impacts and can lower costs. While these solutions have higher costs now, technology improvements will make biodegradability a major part of packaging in the future. Businesses that commit to sustainable practices will see reduced costs and increased revenue and customer loyalty.
The document discusses corporate environmentalism and why companies pursue green strategies. It provides examples of companies like Apple, Pepsi, and Coke that have made commitments to renewable energy and reducing water usage. The document suggests that with proper incentives, companies can achieve large gains in sustainability through their existing knowledge of markets and technologies. It examines theories like social license that propose companies improve their environmental performance in order to maintain public trust and acceptance of their operations.
The document discusses greening products by making them more environmentally friendly. It provides tips for businesses on how to introduce green products or improve existing ones. Some key points covered include evaluating a product's environmental impacts throughout its lifecycle from production to disposal, using recycled and recyclable materials, reducing energy usage, and eliminating toxic chemicals. The document also discusses marketing green products and the benefits to businesses of increasing market share and reducing costs through more efficient processes.
Product safety is important for three main reasons:
1) It increases the likelihood that products will be chosen by consumers.
2) It protects consumers and families from products that pose fire, electrical, chemical, or mechanical hazards.
3) Companies that ensure product safety fulfill their commitments to customers and society.
Presentation by Teresa Wagner, Leader, Product Stewardship, Owens Corning, at CAMX on October 16, 2014. This presentation illustrates how in-depth LCA concepts can be converted into a user-friendly, simplified concept screening tool, for product developers to drive more sustainable product portfolios prior to more comprehensive assessments.
This document provides an introduction to sustainable manufacturing. It discusses why manufacturing is becoming more environmentally conscious due to increasing regulation, customer demands, and cost savings. Sustainability is defined as meeting present needs without compromising future generations' ability to meet their own needs. Key concepts in sustainable manufacturing include clean technologies, sustainable production processes, and green product design. Implementing sustainable practices can range from simple housekeeping to new technologies and is a continuous improvement process rather than a final destination.
2012 leading edge greener products webinarpefivewindsna
The 2012 Leading Edge Greener Products Webinar featured presentations on making the business case for greener products, case studies, marketing greener products, and tools for developing greener products. Speakers included representatives from Johnson & Johnson and consultants. The webinar covered topics like constraints on resources, the impact of consumer waste, drivers for greener products including retailers and regulations, and examples from companies that have implemented greener product strategies.
The document summarizes a study on environmental marketing claims made by consumer products. Some key findings include:
- Over 98% of products surveyed in North America committed at least one of the previously identified "Sins of Greenwashing".
- A new seventh sin emerged - the "Sin of Worshiping False Labels", where some marketers exploit consumer demand for third-party certification with fake labels or false suggestions of third-party endorsement.
- Legitimate eco-labeling is increasing, present on 23% of products compared to 14% in a previous study.
- Products making the most environmental claims and being most at risk of greenwashing are toys/baby products, cosmetics
This document discusses sustainable packaging and emerging technologies. It notes that flexible packaging has replaced rigid systems and reduced costs. Companies are joining the green movement to promote themselves and increase margins. Emerging technologies like oxo-biodegradable and hydro-biodegradable additives help reduce environmental impacts and can lower costs. While these solutions have higher costs now, technology improvements will make biodegradability a major part of packaging in the future. Businesses that commit to sustainable practices will see reduced costs and increased revenue and customer loyalty.
The document discusses corporate environmentalism and why companies pursue green strategies. It provides examples of companies like Apple, Pepsi, and Coke that have made commitments to renewable energy and reducing water usage. The document suggests that with proper incentives, companies can achieve large gains in sustainability through their existing knowledge of markets and technologies. It examines theories like social license that propose companies improve their environmental performance in order to maintain public trust and acceptance of their operations.
The document discusses greening products by making them more environmentally friendly. It provides tips for businesses on how to introduce green products or improve existing ones. Some key points covered include evaluating a product's environmental impacts throughout its lifecycle from production to disposal, using recycled and recyclable materials, reducing energy usage, and eliminating toxic chemicals. The document also discusses marketing green products and the benefits to businesses of increasing market share and reducing costs through more efficient processes.
Product safety is important for three main reasons:
1) It increases the likelihood that products will be chosen by consumers.
2) It protects consumers and families from products that pose fire, electrical, chemical, or mechanical hazards.
3) Companies that ensure product safety fulfill their commitments to customers and society.
Presentation by Teresa Wagner, Leader, Product Stewardship, Owens Corning, at CAMX on October 16, 2014. This presentation illustrates how in-depth LCA concepts can be converted into a user-friendly, simplified concept screening tool, for product developers to drive more sustainable product portfolios prior to more comprehensive assessments.
This document provides an introduction to sustainable manufacturing. It discusses why manufacturing is becoming more environmentally conscious due to increasing regulation, customer demands, and cost savings. Sustainability is defined as meeting present needs without compromising future generations' ability to meet their own needs. Key concepts in sustainable manufacturing include clean technologies, sustainable production processes, and green product design. Implementing sustainable practices can range from simple housekeeping to new technologies and is a continuous improvement process rather than a final destination.
What a Report! Corp Scan Group Create a report on Plastic Packaging Industry, in this report they cover all required field related to plastic packaging like market ,future, revenue,growth.
The document summarizes the Cradle to Cradle design framework, which aims to create positive environmental and social impacts through eco-effective strategies. It outlines executive visions and management strategies for materials as nutrients, material reutilization, powering operations with renewable energy, and maximizing water quality and efficiency. Case studies of organizations applying these strategies, like the US Postal Service and Shaw Industries, are also provided.
Pharma Erm And Green : Kapil Khandelwal, EquNev Capital, www.equnev.comKapil Khandelwal (KK)
The document discusses environment waste management in the pharmaceutical industry. It notes that while pharmaceutical companies have traditionally shown resistance to managing environmental waste, perspectives are changing. The document outlines some of the challenges faced by the industry, including limited options for waste treatment and high costs. It discusses how companies are now working to reduce waste through initiatives like applying green chemistry principles to make processes more efficient and reduce waste. Government initiatives to promote green chemistry and encourage research are also discussed as important to addressing the industry's environmental impact.
Michael Braungart - Cradle to Cradle DesignShane Mitchell
The document discusses cradle to cradle design, which aims to create systems that are not just efficient but also effectively beneficial. It outlines the problems with current "cradle to grave" paradigms and gives examples of products and buildings that have been redesigned according to cradle to cradle principles to eliminate waste and toxicity and to fit within biological or technical nutrient cycles. The document advocates for defining materials positively and categorizing their quality, as well as for cooperation between companies and intelligent pooling of materials.
Evolution Marketing 2020 Carbon Footprint and Operational Impact Report Lisa Geason-Bauer
Evolution Marketing is excited to share our 2020 Carbon Footprint and Operational Impact Report. This report contains data on our environmental performance, as well as it showcases internal policies we have adopted in order to operate in a low carbon manner.
We have been adopting innovative sustainable business strategies, and triple bottom line managed practices for over a decade. Evolution Marketing has been addressing carbon in their operations since 2008 and have been offering their professional services in a carbon neutral manner since Jan 1st, 2018. We are proud to be a member of the Carbonfree® Partner Program for Small Business, the Certified B Corp Climate Collective and be a signatory to the Netzero by 2030 pledge, as well as the “America’s All In” movement.
The document discusses DuPont's history and evolution over two centuries from explosives to chemicals to integrated science and materials like nylon, Teflon, Kevlar. It outlines DuPont's strategic focus on agriculture and nutrition, bio-based industrials, and advanced materials. The document also highlights DuPont's commitment to sustainability goals like reducing its environmental footprint and increasing sustainable innovation.
Evolution Marketing 2019 Operational Impacts & Carbon Footprint Lisa Geason-Bauer
As a Certified B Corp™ we believe in transparency, we therefore share our yearly environmental (operations) impacts report, which includes the carbon footprint for our business in 2019.
This document provides an overview of water risks and strategies for companies to manage water use ethically. It discusses calculating water risk factors, opportunities for water stewardship, and key water issues. The full report is available online and contains sections on company strategies and solutions, case studies of 6 companies' water programs, and a summary of initiatives and recommended actions.
Produção e Consumo Sustentável - Arab HoballahHumanidade2012
The document discusses sustainable consumption and production (SCP) and the 10 Year Framework of Programmes on SCP. It provides background on the Marrakech Process, which aimed to develop the 10 Year Framework to accelerate the global shift towards SCP. Through multi-stakeholder consultation and projects, the Marrakech Process helped establish SCP strategies in many regions and develop tools to promote SCP, but governments failed to adopt a 10 Year Framework at the UN Conference on Sustainable Development in 2011.
This document provides a summary of Jay Edwards' career and qualifications. It outlines his 20+ years of experience in food industry packaging R&D, most recently as the leader of sustainability packaging activities at Kraft Foods. It details his roles developing tools to assess environmental performance of packaging and identify sustainability initiatives. His experience also includes founding his own technical consulting firm, Pack2Sustain, to provide sustainable packaging solutions to CPG companies.
This document provides background information for a research paper investigating whether green branding strategies are effective at shifting consumer perceptions and buying habits. It discusses definitions of green products and greenwashing. It also reviews several large corporations' sustainability efforts and how they market themselves as green. The abstract indicates the research will analyze how green branding affects consumer behavior despite the prevalence of greenwashing in marketing.
This document provides an introduction to sustainable manufacturing. It discusses why manufacturing is becoming more environmentally conscious due to increasing regulation, customer demands, and cost savings. It defines sustainability and the triple bottom line of people, planet and profit. Key concepts around clean technologies, sustainable manufacturing and green products are explained. The document outlines how sustainable manufacturing can be implemented across a product's lifecycle from design to end of life. It traces the evolution of approaches from pollution control to cleaner production and towards industrial ecology and closed loop systems. The document provides a spectrum of efforts companies can take to implement sustainable manufacturing from simple housekeeping to new technologies.
1) The document discusses a study comparing attitudes of males and females as well as urban and rural consumers towards environmentally friendly products in India.
2) The study found no significant difference in attitudes between males and females except for after-use features, where females had a more favorable attitude.
3) Urban consumers had a more favorable attitude overall towards environmentally friendly products compared to rural consumers, particularly regarding raw materials, packaging, and after-use features.
ADEC Innovations is an impact investing company that designs ESG solutions related to data management and sustainability. It presented on how life cycle assessment (LCA) can help achieve the UN Sustainable Development Goals by evaluating the environmental impacts of products and services throughout their life cycles. The presentation outlined the historical context of unsustainable production, ADEC's vision and mission, SDG 12 on responsible consumption and production, and global guidance principles for LCA databases to increase data consistency and accessibility worldwide.
The document discusses green marketing strategies for products. It outlines the 7 Ps of marketing - product, price, promotion, placement, people, process, and physical evidence. For each P, it provides considerations for marketing green products in an environmentally friendly way. It also discusses the potential for "greenwashing", or making misleading environmental claims, and outlines the six main sins of greenwashing according to TerraChoice - hidden trade-offs, no proof, vagueness, irrelevance, lesser of two evils, and fibbing. Real-world case studies of companies like Innocent Smoothies, Sheep Poo Paper, and Ecover are also examined.
Monica becker turi cont ed - session c green materials for turi websitezevoush
2012 presentation on Innovative Business / University Partnership: The Safer Plasticizer Assessment Project - Project for the Green Chemistry & Commerce Council (GC3)
Ecodesign is concerned with reducing environmental and social impacts through better design. It requires life cycle thinking and considering a product's impacts from design through end of life. The document discusses how ecodesign can help address issues like pollution, lack of clean water access, and species extinction by designing for full life cycles, low impact materials, fair production, and product durability. It also provides examples of ecodesign strategies and packaging that exemplify both good and bad ecodesign principles and impacts.
This document discusses green marketing and consumer attitudes towards environmentally friendly products. It defines green marketing as marketing products presumed to be environmentally preferable. Some top Indian brands engaging in green marketing are mentioned. A 2014 global survey found that consumers in China, India and Brazil are most willing to spend more on green products. The survey also reported that most consumers believe green products cost more but plan to increase spending on them. Challenges like greenwashing are discussed, as well as India's Ecomark program to identify truly green products. The marketing mix for green products and types of renewable energy sources are also outlined.
Indian Eco Mark certification, Importance and Implementation RishubhKumar1
This document discusses the Eco-Mark certification scheme in India. It provides background on the importance of eco-labeling and outlines the objectives, organizational structure, criteria, and benefits of India's Eco-Mark program. However, the scheme has faced challenges in India such as a lack of efforts to promote awareness, improper marketing strategies, and complexity. Reviews have found that India's program covers fewer product categories and licenses fewer products than similar schemes in other countries. Expanding the program through reforms and increased awareness may help eco-labeled products play a greater role in sustainable development.
This document outlines the business case for adopting global sustainable strategies. It discusses how mainstream media and an awakened public are driving companies to address sustainability issues like poverty, hunger, and climate change. Adopting corporate sustainability practices can help solve these problems while also being good for business by appealing to consumers, employees, and investors. The document provides examples of banks and investors taking action on sustainability and discusses how managing risks, employee health and safety, and responsible product development can be linked to sustainability. Overall, the document argues that sustainability initiatives can reduce costs while improving productivity, workforce health, and a company's reputation.
What a Report! Corp Scan Group Create a report on Plastic Packaging Industry, in this report they cover all required field related to plastic packaging like market ,future, revenue,growth.
The document summarizes the Cradle to Cradle design framework, which aims to create positive environmental and social impacts through eco-effective strategies. It outlines executive visions and management strategies for materials as nutrients, material reutilization, powering operations with renewable energy, and maximizing water quality and efficiency. Case studies of organizations applying these strategies, like the US Postal Service and Shaw Industries, are also provided.
Pharma Erm And Green : Kapil Khandelwal, EquNev Capital, www.equnev.comKapil Khandelwal (KK)
The document discusses environment waste management in the pharmaceutical industry. It notes that while pharmaceutical companies have traditionally shown resistance to managing environmental waste, perspectives are changing. The document outlines some of the challenges faced by the industry, including limited options for waste treatment and high costs. It discusses how companies are now working to reduce waste through initiatives like applying green chemistry principles to make processes more efficient and reduce waste. Government initiatives to promote green chemistry and encourage research are also discussed as important to addressing the industry's environmental impact.
Michael Braungart - Cradle to Cradle DesignShane Mitchell
The document discusses cradle to cradle design, which aims to create systems that are not just efficient but also effectively beneficial. It outlines the problems with current "cradle to grave" paradigms and gives examples of products and buildings that have been redesigned according to cradle to cradle principles to eliminate waste and toxicity and to fit within biological or technical nutrient cycles. The document advocates for defining materials positively and categorizing their quality, as well as for cooperation between companies and intelligent pooling of materials.
Evolution Marketing 2020 Carbon Footprint and Operational Impact Report Lisa Geason-Bauer
Evolution Marketing is excited to share our 2020 Carbon Footprint and Operational Impact Report. This report contains data on our environmental performance, as well as it showcases internal policies we have adopted in order to operate in a low carbon manner.
We have been adopting innovative sustainable business strategies, and triple bottom line managed practices for over a decade. Evolution Marketing has been addressing carbon in their operations since 2008 and have been offering their professional services in a carbon neutral manner since Jan 1st, 2018. We are proud to be a member of the Carbonfree® Partner Program for Small Business, the Certified B Corp Climate Collective and be a signatory to the Netzero by 2030 pledge, as well as the “America’s All In” movement.
The document discusses DuPont's history and evolution over two centuries from explosives to chemicals to integrated science and materials like nylon, Teflon, Kevlar. It outlines DuPont's strategic focus on agriculture and nutrition, bio-based industrials, and advanced materials. The document also highlights DuPont's commitment to sustainability goals like reducing its environmental footprint and increasing sustainable innovation.
Evolution Marketing 2019 Operational Impacts & Carbon Footprint Lisa Geason-Bauer
As a Certified B Corp™ we believe in transparency, we therefore share our yearly environmental (operations) impacts report, which includes the carbon footprint for our business in 2019.
This document provides an overview of water risks and strategies for companies to manage water use ethically. It discusses calculating water risk factors, opportunities for water stewardship, and key water issues. The full report is available online and contains sections on company strategies and solutions, case studies of 6 companies' water programs, and a summary of initiatives and recommended actions.
Produção e Consumo Sustentável - Arab HoballahHumanidade2012
The document discusses sustainable consumption and production (SCP) and the 10 Year Framework of Programmes on SCP. It provides background on the Marrakech Process, which aimed to develop the 10 Year Framework to accelerate the global shift towards SCP. Through multi-stakeholder consultation and projects, the Marrakech Process helped establish SCP strategies in many regions and develop tools to promote SCP, but governments failed to adopt a 10 Year Framework at the UN Conference on Sustainable Development in 2011.
This document provides a summary of Jay Edwards' career and qualifications. It outlines his 20+ years of experience in food industry packaging R&D, most recently as the leader of sustainability packaging activities at Kraft Foods. It details his roles developing tools to assess environmental performance of packaging and identify sustainability initiatives. His experience also includes founding his own technical consulting firm, Pack2Sustain, to provide sustainable packaging solutions to CPG companies.
This document provides background information for a research paper investigating whether green branding strategies are effective at shifting consumer perceptions and buying habits. It discusses definitions of green products and greenwashing. It also reviews several large corporations' sustainability efforts and how they market themselves as green. The abstract indicates the research will analyze how green branding affects consumer behavior despite the prevalence of greenwashing in marketing.
This document provides an introduction to sustainable manufacturing. It discusses why manufacturing is becoming more environmentally conscious due to increasing regulation, customer demands, and cost savings. It defines sustainability and the triple bottom line of people, planet and profit. Key concepts around clean technologies, sustainable manufacturing and green products are explained. The document outlines how sustainable manufacturing can be implemented across a product's lifecycle from design to end of life. It traces the evolution of approaches from pollution control to cleaner production and towards industrial ecology and closed loop systems. The document provides a spectrum of efforts companies can take to implement sustainable manufacturing from simple housekeeping to new technologies.
1) The document discusses a study comparing attitudes of males and females as well as urban and rural consumers towards environmentally friendly products in India.
2) The study found no significant difference in attitudes between males and females except for after-use features, where females had a more favorable attitude.
3) Urban consumers had a more favorable attitude overall towards environmentally friendly products compared to rural consumers, particularly regarding raw materials, packaging, and after-use features.
ADEC Innovations is an impact investing company that designs ESG solutions related to data management and sustainability. It presented on how life cycle assessment (LCA) can help achieve the UN Sustainable Development Goals by evaluating the environmental impacts of products and services throughout their life cycles. The presentation outlined the historical context of unsustainable production, ADEC's vision and mission, SDG 12 on responsible consumption and production, and global guidance principles for LCA databases to increase data consistency and accessibility worldwide.
The document discusses green marketing strategies for products. It outlines the 7 Ps of marketing - product, price, promotion, placement, people, process, and physical evidence. For each P, it provides considerations for marketing green products in an environmentally friendly way. It also discusses the potential for "greenwashing", or making misleading environmental claims, and outlines the six main sins of greenwashing according to TerraChoice - hidden trade-offs, no proof, vagueness, irrelevance, lesser of two evils, and fibbing. Real-world case studies of companies like Innocent Smoothies, Sheep Poo Paper, and Ecover are also examined.
Monica becker turi cont ed - session c green materials for turi websitezevoush
2012 presentation on Innovative Business / University Partnership: The Safer Plasticizer Assessment Project - Project for the Green Chemistry & Commerce Council (GC3)
Ecodesign is concerned with reducing environmental and social impacts through better design. It requires life cycle thinking and considering a product's impacts from design through end of life. The document discusses how ecodesign can help address issues like pollution, lack of clean water access, and species extinction by designing for full life cycles, low impact materials, fair production, and product durability. It also provides examples of ecodesign strategies and packaging that exemplify both good and bad ecodesign principles and impacts.
This document discusses green marketing and consumer attitudes towards environmentally friendly products. It defines green marketing as marketing products presumed to be environmentally preferable. Some top Indian brands engaging in green marketing are mentioned. A 2014 global survey found that consumers in China, India and Brazil are most willing to spend more on green products. The survey also reported that most consumers believe green products cost more but plan to increase spending on them. Challenges like greenwashing are discussed, as well as India's Ecomark program to identify truly green products. The marketing mix for green products and types of renewable energy sources are also outlined.
Indian Eco Mark certification, Importance and Implementation RishubhKumar1
This document discusses the Eco-Mark certification scheme in India. It provides background on the importance of eco-labeling and outlines the objectives, organizational structure, criteria, and benefits of India's Eco-Mark program. However, the scheme has faced challenges in India such as a lack of efforts to promote awareness, improper marketing strategies, and complexity. Reviews have found that India's program covers fewer product categories and licenses fewer products than similar schemes in other countries. Expanding the program through reforms and increased awareness may help eco-labeled products play a greater role in sustainable development.
This document outlines the business case for adopting global sustainable strategies. It discusses how mainstream media and an awakened public are driving companies to address sustainability issues like poverty, hunger, and climate change. Adopting corporate sustainability practices can help solve these problems while also being good for business by appealing to consumers, employees, and investors. The document provides examples of banks and investors taking action on sustainability and discusses how managing risks, employee health and safety, and responsible product development can be linked to sustainability. Overall, the document argues that sustainability initiatives can reduce costs while improving productivity, workforce health, and a company's reputation.
Innovation in Recycling and Take-back Programs: Evolving Infrastructure, Busi...Sustainable Brands
SB'14 San Diego
Bonnie Nixon, Director, Corporate Responsibility & Sustainability, Mattel
Carol Baroudi, Global Sustainability and Compliance, Arrow Electronics
Monika Wiela, Founder and CEO, Give Back Box
Judy Glazer, Sr. Director, Social & Environmental Responsibility, Printing and Personal Systems, HP
Andrew Russell, Director, Plastic Disclosure Project
This session explores the evolving landscape of recylcing infrastructure, market incentives, business models and partnerships proving effective in making product and material take-back programs a success. The goal is to feature a range of schemes and tease out innovative moves seeing good returns, as well as pain points or missing links in current infrastructure.
Biodiversity 101: Dependencies, impacts and opportunitiesGreenBiz Group
The panel discussed biodiversity loss and its impacts on business. They noted that since 1970, average wildlife populations have decreased by 70% according to the WWF Living Planet Index. The panel warned that we are at a tipping point for biodiversity loss and the 6th mass extinction is accelerating. They emphasized that business depends on healthy ecosystems which provide services worth over $150 trillion annually. The panel urged both business and financial institutions to take urgent action in the next 6 months to address biodiversity risks and opportunities in line with upcoming frameworks like TNFD.
CONCEQUENCES OF NON USING GREEN PRODUCTVîshñû Våkèrÿ
The document discusses green products and sustainability. It defines green products as those that have less environmental impact or are less harmful to human health than traditional equivalents. Green products use renewable and recyclable materials, require investment in research and development for technologies like water treatment, and provide benefits like improved environmental quality and customer satisfaction. However, green products also present challenges like high costs. The document advocates for green marketing to promote cultural green products in India and notes that customers are increasingly health conscious and supportive of environmental-friendly options.
This document discusses chemical footprinting, which refers to assessing the embedded chemical risks associated with a product throughout its lifecycle, including manufacturing, service life, and end of life. It defines chemical footprinting and explains how understanding chemical risks can help brands avoid recalls and supply chain disruptions. The document also describes a three-tiered methodology for chemical footprinting and provides a case study examining potential health risks from tire wear particles released into the environment during a tire's service life. It concludes by discussing opportunities to get ahead of emerging trends around sustainable products and chemical exposure expectations.
From Sustainability Trends and Labelling - to Real Business Actions and Value...Revista H&C
This document summarizes a presentation on sustainability trends in the household cleaning products industry. It notes that green claims are increasingly common but often vague and unsubstantiated. Consumers want more education on sustainability claims. The presentation identifies five key sustainability issues for the industry and argues that enzymes can help address these issues and provide benefits like high performance at low temperatures. It provides examples of brands that have grown by incorporating stronger sustainability messages and scientific documentation of their products' environmental profile through life cycle assessments.
Supplier sustainability training spring 2013 - finalMosaic_EFA
The document provides an overview of Summit Brands' supplier sustainability initiative and training. It discusses:
1. The benefits of sustainability for suppliers, including risk mitigation, efficiency gains, and competitive advantages.
2. Summit Brands' existing sustainability efforts, including ISO 14001 certification, reducing packaging, and developing green chemistry products.
3. The new expectations from Walmart around supplier sustainability performance and goals for suppliers to measure environmental impacts and set reduction targets.
Similar to SB'12 - Alphonse Iannuzzi - Johnson & Johnson (20)
How a Breakthrough Product Portfolio Assessment is Changing Business Strategy...Sustainable Brands
Dirk Voeste of BASF Corporation discusses how BASF is changing its business strategy through a breakthrough product portfolio assessment that evaluates the sustainability of its solutions. Key points:
- BASF categorized all of its products into four categories based on their sustainability contributions. It aims to increase the percentage of "Accelerator" products that substantially contribute to sustainability.
- The assessment analyzed 60,000+ product applications representing €66.3 billion in sales. It found that 23% were Accelerators that outgrow markets with higher margins. Over 60% of BASF's R&D pipeline are Accelerators.
- BASF integrates sustainability fully into its investment decisions and portfolio management as a major lever to
Building Harmony: How to Champion Sustainability from Grain to BiscuitSustainable Brands
Mondelēz International is focused on sustainability across its biscuit operations in Europe. Albert Mathieu, President of the Biscuit Category Europe, discusses how the company works with farmers to grow crops sustainably and reduces environmental impact at factories. The goal is to champion sustainability from grain to finished biscuit.
Market Insights from Top Researchers: The Latest Intelligence on Customer Att...Sustainable Brands
This document discusses how companies can drive business model transformation from within by recognizing changing markets, fitting new models with corporate strategy, and building support networks. It provides examples of innovative business models and recommends mapping current models, planning the customer journey, and assembling all elements like market needs and strategic aims to form a new "jigsaw" business model. The goal is to help businesses develop profitable approaches to sustainability through the REBus project which provides free support for pilot programs across Europe.
Market Insights from Top Researchers: The Latest Intelligence on Customer Att...Sustainable Brands
This document summarizes research from the Natural Marketing Institute (NMI) on global sustainability trends. NMI conducts an annual tracking study of over 150,000 consumer interviews in 23 countries to understand attitudes and behaviors related to environmental and social responsibility. The research compares perspectives between developed countries like the US, UK, Germany and Japan, and emerging countries like Russia, China, India and Brazil. It finds that consumers in emerging countries generally care more about environmental protection and socially responsible business. The research also shows increases since 2010 in consumers choosing sustainable products over conventional options.
Market Insights from Top Researchers: The Latest Intelligence on Customer Att...Sustainable Brands
This document summarizes a presentation on the future of living spaces and workplaces given at Sustainable Brands London in November 2015. The presentation discusses research that identifies different consumer attitudes towards sustainability and circular concepts. It also outlines several emerging trends, like the squeeze on living space in urban areas, the blurring of work and personal life, the rise of responsive smart home technologies, community-focused "maker" movements, and a growing focus on zero waste solutions. These underlying technological and social changes are creating more opportunities for sustainable living than can be achieved through messaging alone. The presentation argues that businesses should focus on aligning with these emerging needs rather than just "selling sustainability."
Market Insights from Top Researchers: The Latest Intelligence on Customer Att...Sustainable Brands
1) The document summarizes a report by Wolff Olins investigating how leadership practices are changing to adapt to employees who are independent and individualistic.
2) It discusses tensions leaders face in creating an "uncorporation" culture that liberates employees while still meeting corporate goals. It also outlines shifts in leadership approaches over time from command-and-control to more distributed and purpose-driven models.
3) Key leadership approaches highlighted include acting as a "Designer in Chief" who focuses on culture rather than outputs, distributed leadership that trusts employees, and providing a "rough sense of purpose" rather than rigid ideologies.
New Tactics in Contextual Promotion of Healthy LifestylesSustainable Brands
Disney has had a longstanding commitment to promoting healthy lifestyles since 2006. This includes establishing nutritional guidelines for food and beverages, implementing promotional guidelines, and partnering with organizations like Change4Life. Disney aims to make healthy living fun and accessible for families through storytelling, experiences like Run Disney races, and partnerships with advocates, retailers, and chefs. Research shows that healthy living is universally important to parents worldwide who trust Disney to help children live active, well-balanced lives.
Sustainable Living Brands: Why Purpose Alone is Not Enough to Drive Sustainab...Sustainable Brands
Unilever's VP of Sustainable Business argues that while having a strong purpose is important for brands, it is not enough on its own to drive sustainable growth. Brands need to demonstrate their positive impact through transparency and accountability. She also stresses the importance of engaging consumers in purpose by showing how individual actions can contribute to collective change.
Leveraging the New UN Sustainable Development Goals: Expectations and Engagem...Sustainable Brands
The document discusses a presentation by Anna Swaithes from SABMiller on leveraging the UN Sustainable Development Goals for brands. SABMiller has over 200 local brands consumed in over 80 countries. SABMiller is committed to contributing to the Global Goals and having three brands in each market build sustainable development messages into their brand activations by 2020. Examples are provided of brands in India, Uganda, and Colombia that are engaging in programs focused on livelihoods, sustainable supply chains, and supporting workers and farmers.
Leveraging the New UN Sustainable Development Goals: Expectations and Engagem...Sustainable Brands
This document discusses leveraging the UN Sustainable Development Goals for brands. It provides an introduction to the goals, including ending poverty, and outlines expectations for business engagement. Civil society organizations see opportunities for businesses to contribute through their core activities. The business case for alignment with the SDGs includes access to new markets among the 4 billion living in poverty and growth in green technologies worth over $3 trillion by 2020.
Event Report - SAP Sapphire 2024 Orlando - lots of innovation and old challengesHolger Mueller
Holger Mueller of Constellation Research shares his key takeaways from SAP's Sapphire confernece, held in Orlando, June 3rd till 5th 2024, in the Orange Convention Center.
The 10 Most Influential Leaders Guiding Corporate Evolution, 2024.pdfthesiliconleaders
In the recent edition, The 10 Most Influential Leaders Guiding Corporate Evolution, 2024, The Silicon Leaders magazine gladly features Dejan Štancer, President of the Global Chamber of Business Leaders (GCBL), along with other leaders.
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Zodiac Signs and Food Preferences_ What Your Sign Says About Your Tastemy Pandit
Know what your zodiac sign says about your taste in food! Explore how the 12 zodiac signs influence your culinary preferences with insights from MyPandit. Dive into astrology and flavors!
Unveiling the Dynamic Personalities, Key Dates, and Horoscope Insights: Gemin...my Pandit
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This presentation is a curated compilation of PowerPoint diagrams and templates designed to illustrate 20 different digital transformation frameworks and models. These frameworks are based on recent industry trends and best practices, ensuring that the content remains relevant and up-to-date.
Key highlights include Microsoft's Digital Transformation Framework, which focuses on driving innovation and efficiency, and McKinsey's Ten Guiding Principles, which provide strategic insights for successful digital transformation. Additionally, Forrester's framework emphasizes enhancing customer experiences and modernizing IT infrastructure, while IDC's MaturityScape helps assess and develop organizational digital maturity. MIT's framework explores cutting-edge strategies for achieving digital success.
These materials are perfect for enhancing your business or classroom presentations, offering visual aids to supplement your insights. Please note that while comprehensive, these slides are intended as supplementary resources and may not be complete for standalone instructional purposes.
Frameworks/Models included:
Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
Digital Transformation Compass
Four Levels of Digital Maturity
Design Thinking Framework
Business Model Canvas
Customer Journey Map
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Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
3. ¨ Introduction
¨ Case for Greener Products
¨ Case Studies for Making Greener Products
¨ Tools for Developing Greener Products – J. Fava
¨ Workshop on Making Greener Products
¨ Marketing Greener Products
¨ Workshop on Green Marketing
¨ Eco-innovation
¨ Conclusions
¨ Q&A
4. Jim Fava, Senior
Director and Founder of
Al Iannuzzi
Five Winds International
Senior Director, Product
PE INTERNATIONAL,
Stewardship and Green
Inc. & Five Winds
Marketing
Strategic Consulting
Johnson & Johnson
4
5. Table of Contents
¨ Section 1: The Case for Greener Products
¡ Market Drivers
¡ Regulatory Drivers
¨ Section 2: Making Greener Products
¡ Greener Product Design Examples (14 case studies)
¡ Framework for Developing Greener Products (J. Fava)
¨ Section 3: Green Marketing
¡ Consumer Interest in Green Purchasing is Growing (The
Shelton Group)
¡ Green Marketing B2B & B2C (11 case studies)
¡ Aspects of Green Marketing (green washing, eco logos, FTC &
DEFRA guides, cause marketing)
¨ Best Practices & Conclusions
6. New Era of Constrained resources
¨ 3 Billion more middle class consumers by 2030
¨ Global car fleet to double to 1.7 billion by 2030
¨ China anticipated to annually add 2.5 x’s floor
space the size of Chicago and India 1 x
¨ Ave. cost of an oil well has doubled over past
decade
¨ New mining discoveries has flattened despite
quadrupling exploration spending
Source: McKinsey Resource Revolution, November 2011
7. PER CAPITA GARBAGE PRODUCTION
Average pounds Per person Per Day
¨ USA 4.6
¨ Australia 2.7
¨ Japan 2.58
¨ Canada 1.79
¨ China 0.7
¨ Imagin the impact if developing nations
generate at USA levels
(Source: the Story of Stuff, Leonard 2010)
8. Sustainability Nears a Tipping Point
¨ Survey of >4,000 managers & executives from 113
countries
¨ 70% of companies have sustainability permanently on
the management board agenda
¨ Most managers believe a sustainability strategy is a
competitive necessity
¨ In a poor economy most companies are increasing their
commitment to sustainability
Source: Sustainability Nears a Tipping Point MITSloan Management Review, Winter 2012
9. ¨ Businesses are being held to higher
standards than ever
¨ Global environmental damage caused by
human activity is $6.6 trillion and about 11
percent of global GDP.
¨ The top 3,000 public companies are
responsible for one-third of global
environmental damage
Source: Environmental Leader 2011
10. Major events that drive greener products
¨ Wal-Mart , Tesco and other retailers going green
¨ Green building movement
¨ Green public procurement (EU & US require it)
¨ Social Responsible Investment; Dow Jones
Sustainability Index, FTSE4Good
¨ Environmental Shareholder resolutions
¨ Life Cycle Assessment
¡ Biggest impacts are usually not production sites
¡ Procter & Gamble determined hot water use was the
biggest impact for laundry detergent. Cold water
detergent addresses the biggest impact.
11. Walmart Sustainability Goals
¨ To produce Zero Waste, be supplied with
100% Renewable Energy, and to sell
Sustainable Products
12.
13.
14. Raw Materials
Product
Manufacture
Materials
Manufacture
Transportation
End & Distribution
Recycling
Disposition Use
Source: Five Winds Intl.
16. Some Current Emerging Issues
¨ Biomonitoring – finding of trace chemicals in human blood and body
fluids
¨ Chemicals of concern – several individual chemicals being pressured by
NGOs as harmful to human health & the environment, e.g. BPA, triclosan,
phthalates, DEHP, etc.
¨ Chemical mixtures – minute concentrations of chemicals in the
environment and their collective impact
¨ Climate Change – impacts of climate change on raw material supplies
and other potential business disruption
¨ Endocrine disrupting chemicals (EDCs) – fate of EDCs in the
environment
¨ Nanotechnology - 1 to 100 nano meters in dimension materials impact on
human health and the environment
¨ PPCPs – trace amount of personal care products and pharmaceuticals
found in the environment
¨ Water Scarcity - availability of safe and secure water supply
17. Publicity/
Exposure
and who
is involved
Public Politicians
Media
Interest
Scientists Groups
Academe
“Fringe”
Phase
Emergence Triggering “Crisis”/Public Resolution
Event Positioning
Best Opportunity to Save
Resources, Cost & Reduce Risk
Provide Sound Science
Time Anticipatory Crisis
17
18. GE Ecomagination™
¨ Energy use
¨ Green house gas emissions
¨ Water use
¨ Ability to offer financial benefits to their
customers
19. ¨ Significant funding commitments: $1.5
billion in clean technology investment in
R&D and committed another $10 billion for
R&D over the next 5 years.
¨ Success is measured in dollars. Sales in 2009
were $18 billion and the goal for 2010 is $20
billion.
20. ¨ Represented as a business initiative
¨ Strong CEO support
¨ Supported with billions of R&D dollars
¨ Third party verified
¨ Has a review board of external company
advisors
21. Green Index® Program Objectives
Intent # 1.
¨ Provide designers and developers with a relative
measure of a product’s environmental
performance, so that they are empowered to make
it better from the start.
Intent # 2
¨ Provide consumers with a relative measure of
products’ environmental impacts to spur more
sustainable purchasing. (Timberland 2010)
22.
23. Key Attributes of Timberlands Product
Stewardship Program
¨ Use a label, “Green Index,” to communicate
product greenness
¨ Use ISO 14040 life cycle assessment
management systems
¨ Set and report on product stewardship goals
¨ Have Earth Keepers line of greener products
24.
25. ¨ Generate one-third of growth from environmental
sustainability initiatives (versus 2007 baseline)
¨ Reduce the environmental footprint of our
operations for each case sold by 10 to 20 percent
(versus 2007 baseline)
¨ Make sustainability improvements to 25 percent of
our product portfolio (versus 2009 baseline)
¨ Achieve an environmental stewardship reputation
at consumer packaged goods exemplar levels
26. ¨ Committed to product stewardship through
participation in the voluntary Global Product
Strategy
¨ Set goals to do Risk Assessments for each
chemical sold in significant quantities (>1 ton /
year)
¨ Use their own developed Eco-efficiency tool to
improve the greenness of their products
¨ 3:1 Climate Program aims to maintain a benefit
of 3 times less GHG emissions for use of their
products compared to GHG to bring them to
market
27.
28.
29. The EARTHWARDS™ process has been reviewed by a
panel of sustainability experts from government,
academia, business, and an environmental NGO.
A proprietary scorecard was developed to evaluate
products in seven key categories that we feel have the
most potential for environmental and social impacts.
29
30. ¨ Four Step process
1.
2.
Risk & Compliance Assessment
Life Cycle Screen
4
3. Make three 10% improvements in the categories
4. Complete score card and submit to the
EARTHWARDS ™ Board
30
31. EARTHWARDS® Scorecard
Pre-requisites Achieved
Know materials, ingredients in your product
Identify and plan to address J&J Watch List materials
Know where product and packaging end up after use
Know whether agricultural or mined ingredients come from culturally or environmentally
sensitive regions
Complete life cycle screen to identify priority goals for the product (see separate screening questions)
Goals
Materials 1 Meet consumer need with less material or
2 Use more environmentally preferred material (see list) or
Packaging 3 Meet consumer need with less packaging or
4 Use more environmentally preferred packaging material (see list) or
Energy 5 Make product more energy efficient in use or
6 Make manufacturing or distribution more energy efficient or
Water 7 Make product more water efficient in use or
8 Make manufacturing more water efficient or
Waste 9 Make product with less waste during manufacturing or
10 Recover more product, after use, for reuse or recycling
Results Achieved all pre-requisites + three other goals?
31
57. What good is a greener
product if no one knows
about it?
All research is from the Shelton Group unless
otherwise stated
58. “It’s the number one thing consumers all over the
world care about.”
David Compton, CEO PepsiCo Americas Foods
(WSJ 2011)
59. ¨ Global data from 26 countries indicates that
86% of consumers were concerned with climate
change, 71% said they would avoid buying
goods that traveled long distances and further
studies indicate that over 50% of consumers
“seek out eco-products or consider
environmental and social aspects in their
purchases.” (Winston 2009)
61. Meet the Actives (22% of the U.S. Population)
¨ This group is green in both their beliefs and
activities, with 86% reporting that they are actively
searching for greener products.
¡ 81% said they would choose the environment over their
personal comfort or convenience (vs. 33% of the overall
sample).
¡ 86% were concerned about chemicals, such as those found
in traditional cleaning products (vs. 59% overall).
¡ Actives do their research. They read about the ingredients/
content/energy savings on the package and research it on
the Internet. They also trust third-party certification and
third-party endorsement when determining if a product is
green.
62. ¨ Meet the Seekers (36% of the U.S. Population)
¨ Seekers are the largest segment and are very similar to—
and sometimes even stronger than—Actives in their
environmental beliefs and attitudes. All of them are
seeking to be green but most fall somewhat short with
their activities and purchase behaviors. With more
limited incomes than the overall population, Seekers
often do not have the resources to act on their beliefs by
making expensive green purchases.
¡ Seekers feel the most personally responsible to change their
daily habits and purchase practices to positively impact the
environment (68% vs. 51% overall).
¡ 69% said a company’s environmental record has “somewhat”
or “very much” impacted their decision whether or not to buy
its products (vs. 45% overall).
63. ¨ Hispanics (75%) and other minorities (74%)
were significantly more likely to be searching
for greener products than Caucasians (61%) or
African Americans (57%).
¨ Propensity also significantly increased with
income. For example, 54% of those with
household incomes of $25,000 or less said they
were searching for greener products, compared
to 71% of those with household incomes of
$100,000+.
64. ¨ Women were significantly more likely than men to
seek out greener options in the following
categories:
¨ Food and beverages (54% vs. 46%)
¨ Personal care products (shampoo, soaps, lotion,
etc.) (59% vs. 40%)
¨ Paper products (74% vs. 57%)
¨ Pet products (33% vs. 23%)
¨ Home cleaning products (77% vs. 62%)
¨ Laundry and dishwashing detergents (75% vs.
57%)
65. ¨ Men were significantly more likely than women to
seek out greener options in electronics (56% vs.
39%). They were also somewhat more likely than
women to look for green alternatives in
automobiles/vehicles (36% vs. 29%).
¨ Almost 80% of Eco Pulse respondents agreed that
green products "sometimes or always" cost more
than traditional products. Despite this perception,
however, green purchase habits remained strong—
even through the 2008–2010 recession.
66. ¨ Actives gravitate toward messages that
emphasize environmental harmony and health
concerns.
¨ They tend to reject messages that focus on
saving money, duty and control. When it comes
to messaging strategies for food and
beverages, Actives gravitate toward themes of
enlightenment and truth.
¨ They believe that natural and organic foods are
better than conventional options because
they’re grown without chemical enhancements.
67. ¨ Makers of green household cleaners may want
to consider a message that emphasizes the
health benefits of their products over
conventional ones. Actives migrated toward
messages of control/health and environmental
harmony.
68. ¨ Life cycle thinking and greening the supply
chain initiatives are drivers of Unilever’s
sustainability program
¨ One goal is to increase the amount of
sustainably sourced raw materials such as
palm oil or tea. (Unilever 2010)
¨ Suppliers that can reliably source sustainable
tea can help them with this goal and result in
an opportunity to increase sales
69. ¨ Tesco has an 88 page Environmental Guide for
Suppliers. With a significant focus on reducing
their carbon footprint, they want to encourage
their supply base to do the same.
¨ A goal was established to become a zero carbon
business by 2050 and to reduce carbon
emissions by 50% from their distribution net
work by 2012.
70. ¨ Walmart, Kaiser Permanente and Procter &
Gamble all have score cards to encourage green
purchasing
¨ P&G and KP have a combined annual
purchasing power of $121 billion! Suppliers
take notice when they hear the VP and Chief
Procurement Officer of Kaiser Permanente say
“green up your act today, lest you lose a huge
client tomorrow.”
¨ Also consider that P&G alone has 75,000
suppliers throughout the world.
71. ¨ “Honest Tea creates and promotes delicious,
truly healthy, organic beverages. We strive to
grow with the same honesty we use to craft our
products, with sustainability and great taste for
all.”
¨ A commitment to social responsibility is central
to Honest Tea's identity and purpose. The
company states that they strive for
“authenticity, integrity and purity, in our
products and in the way we do business.”
72. Their products are based on five key focus areas:
¨ Antioxidants
¨ Fair Trade
¨ Less Sugar
¨ Organic Certified
¨ Packaging
73. ¨ In 2003, Honest Tea became the first to make a
Fair Trade Certified™ bottled tea.
¨ Sugar and obesity: no sweetener or tad sweet
50 calorie drinks
¨ Certified to USDA organic standards
74. ¨ Organic products are better for your
health and better for the earth. That’s
why USDA organic certification is a
critical part of Honest Tea’s commitment
to social responsibility.
75. ¨ Seven of the top ten marine fisheries are over
fished. Sodexo committed to an industry leading
Sustainable Seafood initiative:
¨ “100 percent of its contracted fresh and frozen
seafood certified as sustainable by the Marine
Stewardship Council (MSC) or Best Aquaculture
Practices (BAP) by 2015.”
¨ NSF Surefish, the only non-government seafood
specialist in North America, was partnered with to
perform independent, third-party seafood product
inspections and auditing services against BAP.
76. ¨ U.S., buildings consume a staggering “70% of all
electricity, up to 50% of which is wasted.”
¨ By using the software Maximo® and partnering
with other firms that sell monitoring equipment,
IBM provides a service that will significantly
minimize these environmental impacts.
¨ Smart buildings can reduce energy consumption
and CO2 emissions by 50% to 70% by managing
the data. Automating building management
functions will result in shutting off lights when
they are not needed and controlling temperature
and water to optimize its use.
77. ¨ Smarter Planet ads portray IBM as a company’
that can help solve the worst environmental
problems we face.
¨ More than 20 percent of all the shipping
containers and more than 25 percent of trucks
travel empty. Better logistics can assist in
reducing these percentages and thus save fuel
and reduce emissions.
78. ¨ Improvement categories called Green Focal
Areas; energy, packaging, hazardous materials,
weight, recycling and disposal and life time
reliability used to develop greener products are
employed in marketing too.
¨ A HD9 Ultrasound System lists the following
benefits in the Green Focal Areas of energy
consumption, product packaging weight, and
recyclability. Compared to its predecessor product
there is 18% reduced energy consumption and 25%
less packaging material weight.
79.
80.
81. ¨ Green-wash (green’wash’, -wôsh’) – verb: the
act of misleading consumers regarding the
environmental practices of a company or the
environmental benefits of a product or service.
(TerraChoice 2011)
82. ¨ Sin of the Hidden Trade-off
¨ Sin of No Proof
¨ Sin of Vagueness
¨ Sin of Irrelevance
¨ Sin of Lesser of Two Evils
¨ Sin of Fibbing
¨ Sin of Worshiping False Labels
¨ Top three mistakes made by marketers are - no
proof, vagueness and worshiping false labels.
83. ¨ ISO standards are maintained for five different
types of labels and claims ISO14020 – 14024.
(BSD 2010)
¨ According to TerraChoice companies that have
their claims endorsed by certifiers that are in
line with ISO14024 are safe from greenwashing.
84. DEFRA Example of a Poor Practice
¨ A product sold widely in the UK claimed: “this
product is recyclable” when most areas of the
UK do not have the correct infrastructure to
recycle it. The term ‘recyclable’ should only be
used when there is actually an infrastructure in
place that enables recycling of the product.
(DEFRA 2011)
85.
¨ Transactional campaigns unlock a business donation upon point of
purchase whether via actual product sale or subsequent post-purchase
consumer activity.
Digital campaigns utilize online micro-sites or social media platforms to
unlock business donations and/or encourage consumer donations or
other online task.
Licensing legally permits the use of an aspect of a nonprofit brand to be
used by a company in exchange for a licensing fee.
Message Focused campaigns can take many formats but focus on
utilizing business resources to share a specific cause-focused message.
Events partner a cause and a company to raise money via runs, walks,
celebrations, etc. or raises awareness via clean-ups, health screenings, etc.
¨ (Cause Marketing Forum 2010)
86. ¨ Cause marketing is a partnership between a
for-profit corporation and a nonprofit
organization. These relationships are
mutually beneficial in that the firm receives a
halo effect when consumers choose their
brand because they will be helping a worthy
cause.
87. ¨ 72 percent of American consumers report that they
are more likely to give their business to a company
that has fair prices and supports a good cause than
to a company that provides deep discounts but
does not contribute to good causes.
¨ Research performed by the UK based retailer
Marks & Spencer indicates that when making a
purchase decision two thirds of their customers
care about ethical choices. (Goleman 2009)
¨ Smart companies will consider partnering with
worthy non-profits as part of their green marketing
program; when it makes sense and connects well
with their brand.
88. ¨ The Green Works® brand of natural cleaners
has partnered with the Sierra Club.
¨ Burt’s Bees® has partnered with The Greater
Good™ Campaign. Purchases of this brand
results in 10 percent of sales going to worthy
causes through the Greater Good Foundation.
89. ¨ Uses all-natural ingredients in their Ice cream
products and bee pollination is essential for
many of these ingredients.
¨ More than one in three honey bee colonies have
died in the U.S. putting natural food supplies
in jeopardy.
¨ Häagen-Dazs has initiated a campaign to fund
research into understanding the cause for the
decline. Whenever a customer purchases one
of their “bee-built flavors,” a donation is made
to fund this research. (Haagen-Dazs 2011)
90. ¨ According to the Ecolabel Index, there are
currently” 349 seals and certifications for
marketing green products worldwide, with 88
used in North America alone.” (Vega 2010)
93. ¨ Have a credible greener product story
¨ Meet your customer’s greener product
demands
¨ Appropriately communicate the products
greener attributes
96. ¨ By requiring only 12 injections per year*,
patient needs are met using 36 to 61
percent less material.
¨ In the U.S., a new sample distribution
system includes a shipper that is
returnable, reusable, and employs
USDA-certified bio-based cooling
materials.
¨ The new shipper is 50% lighter and helps
prevent the disposal of more than 42,000
cubic feet of Styrofoam annually.
¨ A multi-use injection trainer reduces
waste and a mail-back system ensures
the safe disposal of used auto injectors.
* Compared to 26 to 52 injections for other leading brands; comparison by weight
97. • A 55% reduction in materials as compared to the
OneTouch® Basic® Testing Kit
• Reduced tertiary packaging by 35%
• Incorporated 70% post-consumer recycled
materials into packaging.
• Eliminated materials and chemicals covered
in legislative and NGO lists of concern
including:
• Latex and PVC (polyvinyl chloride)
• DEHP (dioctyl phthalate) from the carrying
cases
• Removed antimony trioxide from
the test strips
*measurements are in comparison to earlier versions of the product
97
98. Neutrogena® Naturals Purifying Facial Cleanser
Label Messages
¨ No harsh chemical sulfates, parabens,
petrochemicals, dyes or phthalates
¨ Gently removes impurities and improves
complexion for fresh, clear skin
¨ A cause marketing partnership with the
environmental group, the Nature Conservancy,
on freshwater projects has been initiated
99. ¨ Communicating product attributes that
emphasize a brand’s sustainability is an easy
way to get some quick wins.
¨ Use of sustainability as the driver for
developing new product concepts is another
way to meet market needs.
100. Eco-innovation Session Agenda
¨ Landscape – What’s going on in the market place? Are customers looking
for greener brands?
¨ Competitor Analysis – Is anyone leading in sustainability? Are we
competing against any green brands? Do any competitors have
weaknesses compared to our brand?
¨ Company Accomplishments – What have we accomplished as an
enterprise and are there any specific greener attributes to our brand (e.g.
use of recycled content, better performance, end of life solutions)?
¨ Risk Analysis – What happens if we do nothing? Do we have any
sustainability problems (perceived or actual)?
¨ Opportunity Analysis – 1. What can we communicate to customers that
we have accomplished already? and, 2. What can we do to green up our
brand or develop a new product?
¨ Prioritization – Develop a prioritized list of projects and assignments.
(Unruh 2010)
¨ If developing a new product concept or greening up an existing brand is a
desired outcome of the innovation meeting then the Eco-design elements
in Figure 1 are a good way to initiate innovative thinking.
101. Figure 1
Eco-Design Elements New Concept
Development
Optimize
Physical
End-of-Life
Optimization
Systems
“Greener”
Reduce Products
Impact During Optimize
Product Material Use
Use
Optimize Optimize
Distribution Production
Source: PROMISE Manual for Ecodesign. Brezet
and Hemel, 1997, adapted by Five Winds
102. ¨ Top management Support and greener products are
part of the business strategy
¨ Third party input in developing design criteria
¨ Use score cards, focal areas and tools to make it easier
for product developers
¨ Enterprise-wide goals to augment individual brand
improvements
¨ Use of life cycle analysis or life cycle thinking to focus
on the most important impact areas
¨ Transparency of ingredients used in products to build
more trust
¨ Meet customer requirements by providing end-of-life
solutions for products
103. ¨ Effective communication of greener characteristics
to meet customers’ needs through focus areas and
product profiles.
¨ Use of well know respected eco-labels or third
party’s to endorse products.
¨ Company branded greener product lines and
internal eco-label like designations.
¨ Appropriate cause marketing relationships that
have a direct nexus with the brand.
¨ Prevent green washing by being authentic and not
overstating green product attributes.
104. ¨ Both customers and companies can make a
difference by what they purchase and sell.
Fewer resources can be used, good causes are
supported and costs are reduced.
¨ When you hit this sweet spot, of having a truly
greener product that is communicated in an
appropriate way, everyone wins. Customer’s
needs are met and brand loyalty is built.
105. ¨ Both customers and companies can make a
difference by what they purchase and sell.
Fewer resources can be used, good causes are
supported and costs are reduced.
¨ When you hit this sweet spot, of having a truly
greener product that is communicated in an
appropriate way, everyone wins. Customer’s
needs are met and brand loyalty is built.