This document summarizes a presentation about sustainable entrepreneurship. The presentation discusses how sustainability can provide opportunities for innovation and creative entrepreneurship. It provides examples of businesses that have created unique experiences based on sustainability themes, like eco-lodges and hotels built from recycled materials. The presentation also outlines seven building blocks for an effective green marketing strategy, and discusses how to avoid greenwashing in marketing by making sustainability normal rather than emphasizing eco-labels.

1. Duurzame
ondernemers zijn de
nieuwe rockstars
Artevelde Hogeschool
Donderdag 24 Februari 2011
Stefaan Vandist

3. #1
WIE IS STUDIO SPARK?

4. Bart Jansen Tom Duhoux Stefaan Vandist
(eco-designer/ C2C-expert) (business developer) (brand and communication
strategist)

6. #2
DUURZAAMHEID IS VAAK
CONTRA-INTUITIEF

8. CREEER EEN
NIEUW VERHAAL
Oude metrostellen om
koraalriffen mee te bouwen
(Delaware Department of Natural Resources
and Environmental Control)

9. CREEER EEN
NIEUW VERHAAL
BUSINESS REALITY
facts
faith
HUMAN WORLD
ECOSPHERE
fun

10. #3
MVO EN VOORBIJ MVO

11. People Planet
Profit
Dit plaatje kennen we allemaal

12. Efficiency Effectiveness
Doing the things right Doing the right thing
Driven by Business PROPOSITIE Driven by Business
know how know why
KOSTEN INKOMSTEN
THE BUSINESS REALITY
ACTIVITEITEN RELATIES
GRONDSTOFFEN SEGMENTEN
PARTNERS KANALEN
THE ECOSYTEM THE HUMAN WORLD
MVO INNOVATIE

13. #4
DUURZAAMHEID IS EEN
OPPORTUNITEIT VOOR
INNOVATIE EN CREATIEF
ONDERNEMEN

14. Gebrek aan inspirerende voorbeelden is een
belangrijke rede waarom duurzaamheid vaak zo ver
weg en zo saai lijkt.

15. VERBLIJFSERVARING
Vakantiepark dat bestaat uit boomhutten
van bekende en jonge designers
(Treehotel, Zweden)

16. WEEKENDTOERISME
Prefab Ecopods om een weekendje gezellig naar
de sterren te kijken (Carre d’Etoiles, France)

17. TRANSIT
Aftandse Jumbo Jet die nabij de luchthaven
wordt omgebouwd tot hotel (Jumbo Hostel, Stockholm)

18. DUIKTOERISME
Duurzaamheid biedt de kans om een
onvergetelijke verblijfservaring te
realiseren
(Seaventures Dive Resort, Indonesië, Borneo, Filipijnen)

19. WEEKENDHUISJES
Paradijselijk vakantiepark
(voor Hobbits?) vlakbij

20. TRANSPORT
Klimaatneutraal vliegen
(Natureair.com, Costa Rica)

21. CREEER EEN
NIEUW VERHAAL
facts BUSINESS REALITY
faith
HUMAN WORLD
ECOSPHERE
fun

22. Ondernemerschap is het nieuwe activisme

23. LOCALE
SAMENWERKING
Zeeschildpadden beschermen door er een
toeristische trekpleister van te maken
(Projecto Tamar, Praio do Forte, Brazilië)

24. Niet-duurzaamheid Mogelijkheden creëren (met
voorkomen (met restricties) creativiteit)

25. #4
OOK BESTAANDE
BEDRIJVEN ZIJN ERMEE
AAN DE SLAG

26. Planet me demonstrates all small steps and
initiatives TNT takes towards its ultimate goal:
planetme.tnt.com Code orange programm to improve CO2
efficiency of core operational activities
Choose orange programm to engage employees to
make happen the overarching challenge
Count Carbon measuring and
monitoring C02
“TNT wil het eerste klimaatneutrale
transportbedrijf ter wereld worden”

27. Ecomagination organizes contests among
visionaires, inventors and students
Via augmented reality, GE involves
US Citizens with the future
advantages of the smart Grid
Online, Ecomagination provides
a rich media educational platform
demonstrating the Smart Grid in terms of
ecology, technology and economy
Ecomagination is an image and Ecomagination opens its brand to
CSR- vehicle for General Eelectric
co-invest and promote new
technologies with other big players
General Electric betrekt Amerikaanse
burgers bij het smartgrid project

28. Marks & Spencer voedt haar
consumenten op

30. #5
BOUWSTENEN VAN EEN
GOEIE GROENE
MARKETINGSTRATEGIE

31. 7 BUILDING BLOCKS
1
UNIQUE EXPERIENCE WORTH
SHARING
2
ENGAGED INCUBATION
GROUP
3
CONNECTION TO A BIG IDEAL
4
POWERFUL BELIEF SYSTEM
5
MEASURABLE DIFFERENCE
6
CREDIBLE INTENTION
7
EASE AND ATTRACTIVENESS

32. 7 BUILDING BLOCKS (country cleanup)
1
UNIQUE EXPERIENCE WORTH
SHARING
2
ENGAGED INCUBATION
GROUP
3
CONNECTION TO A BIG IDEAL
4
POWERFUL BELIEF SYSTEM
5
MEASURABLE DIFFERENCE
6
CREDIBLE INTENTION
7
EASE AND ATTRACTIVENESS

33. 7 BUILDING BLOCKS (zipcar)
1
UNIQUE EXPERIENCE WORTH
SHARING
2
ENGAGED INCUBATION
GROUP
3
CONNECTION TO A BIG IDEAL
4
POWERFUL BELIEF SYSTEM
5
MEASURABLE DIFFERENCE
6
CREDIBLE INTENTION
7
EASE AND ATTRACTIVENESS

34. 7 BUILDING BLOCKS (talking tree)
1
UNIQUE EXPERIENCE WORTH
SHARING
2
ENGAGED INCUBATION
GROUP
3
CONNECTION TO A BIG IDEAL
4
POWERFUL BELIEF SYSTEM
5
MEASURABLE DIFFERENCE
6
CREDIBLE INTENTION
7
EASE AND ATTRACTIVENESS

35. #5
GREENWASHING
VOORKOMEN

36. What it is
Green wash
(grēn'wŏsh', -
wôsh')
“verb: the act of misleading consumers regarding practices of a
company or the environmental benefits of a product or service.”

37. What it is
Spending more on advertising green then actual investing in
sustainable action
Like BP, ”Beyond Petroleum in 2008”: 45 million in renewable
versus 5 billion on oil exploration in Alaska

38. Not making sustainability
special, but making
sustainability normal

39. CFC FREE | ORGANIC | FREE RANGE |
CRUELTY FREE | BIO | DOLPHIN FRIENDLY
| NON TOXIC | BIODEGRADABLE |
RECYCLABLE | ECO | CARBON NEUTRAL |
FSC | AGAINST ANIMAL TESTING | VEGAN |
FAIRTRADE | LOCAL | OZONE FRIENDLY |
CARBON OFFSET

40. Smallest of niches Very desirable
market, set to grow
1/33 1/3

41. “Sustainable is a
new sort of ‘good
manners’”

42. CULTURAL CREATIVES | LOHAS | NEW
WORLD’S | BLUE GREENS | POSITIVE
CHOSERS ...
high-educated, involved, opinionated, active, merely
urban, double income, early-adapting, ...
And marketers are starving to get them

43. Isn’t this how you would think
of advertising milk?
We are educated to make things look nice

44. 1
HARM CORPORATE IMAGE
WHY AVOID GREENWASHING ?
2
HARM SUSTAINABLE
TRANSITION MOVEMENT
3
35/31% OF CONSUMERS
DON’T BELIEVE ECO-CLAIMS
4
ATRACT ACTIVISM
5
BAD TRACK RECORD STICKS
LONGER THEN GOOD
RECORD
6
WE LIVE IN TIMES WHERE
NOTHING CAN STAY
UNCOVERED
7
ITS SIMPLY ANNOYING

45. You don’t want this kind of circus
on your doorstep

46. CUT OUT AND KEEP
“The seven sins of Greenwashing”
1. The sin of suggestive pictures
>>> Suggestieve beelden
2. The sin of the hidden trade off
>>> Verborgen valkuil
3. The sin of no proof
>>> Geen bewijs
4. The sin of vagueness
>>> Vaagheid
5. The sin of irrelevance
>>> Irrelevantie
6. The sin of lesser of two evils
>>> Kiezen tussen pest en cholera
7. The sin of fibbing
>>> Liegen

47. 7 SINS OF GREENWASHING
1
THE SIN OF SUGGESTIVE
PICTURES
2
THE SIN OF THE HIDDEN
TRADE OFF
3
THE SIN OF NO PROOF
4
THE SIN OF VAGUENESS
5
THE SIN OF IRRELEVANCE
6
THE SIN OF LESSER OF TWO
EVILS
7
THE SIN OF FIBBING

48. 7 SINS OF GREENWASHING
1
THE SIN OF SUGGESTIVE
PICTURES
2
THE SIN OF THE HIDDEN
TRADE OFF
3
THE SIN OF NO PROOF
4
THE SIN OF VAGUENESS
5
THE SIN OF IRRELEVANCE
6
THE SIN OF LESSER OF TWO
EVILS
7
THE SIN OF FIBBING

49. Make sustainability work
where it belongs: in
industries, society, in
consumer markets, in the
conversation and in
between peoples ears
faith
THE BUSINESS REALITY
facts
THE HUMAN WORLD
THE ECOSPHERE fun

50. Als we een duurzame toekomst
bouwen, moet het er een zijn waar we
met zijn allen met plezier in willen
leven
(Carlo Petrini, Slowfood foundation)

51. www.studiospark.eu
Bedankt voor jullie Stefaan.vandist@studiospark.eu
aandacht! 0496 60 93 01
Vragen? Studio Spark
Willem Linnigstraat 13
2060 Antwerp
[ Tom ] [ Stefaan ] [ Bart ]
@talkwithSpark