Substance151: Green is the new black

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This presentation was given at the 2011 A Day in the Life Design Conference, held at Brown Center in the Maryland Institute College of Art (MICA), Baltimore, Maryland, on Saturday, April 9, 2011.

What role should design and designers play in helping to solve the issues of the 21st century? What is our responsibility?

Beginning from a high-level overview of sustainability principles and green design philosophy, the presentation walks its audiences through numerous tips, tools and resources that can be instantly implemented in a marketing department or a design practice.

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Substance151: Green is the new black

  1. 1. © Substance151, LLC – proprietary & confidential, do not distribute without permission GREEN IS THE NEW BLACK A Day in the Life Baltimore Design Conference April 9, 2011, Baltimore, Maryland Ida Cheinman Principal and Creative Director www.substance151.com 1Tuesday, April 12, 2011
  2. 2. © Substance151, LLC – proprietary & confidential, do not distribute without permission Design is the first signal of human intention. As designers, we promote a positive vision of the future, based upon the belief that many of theenvironmentalproblemswefaceare,atroot, design challenges. —William McDonough “ “ 2Tuesday, April 12, 2011
  3. 3. © Substance151, LLC – proprietary & confidential, do not distribute without permission GOOD? 3Tuesday, April 12, 2011
  4. 4. © Substance151, LLC – proprietary & confidential, do not distribute without permission 4Tuesday, April 12, 2011
  5. 5. © Substance151, LLC – proprietary & confidential, do not distribute without permission x 1.5+ make less, buy less don’t throw away assume personal responsibility design for durability, produce less design with the end in mind design with alternative materials REDUCE REUSE RECYCLE CITIZEN DESIGNER 5Tuesday, April 12, 2011
  6. 6. © Substance151, LLC – proprietary & confidential, do not distribute without permission WHAT IS OUR RESPONSIBILITY? 6Tuesday, April 12, 2011
  7. 7. © Substance151, LLC – proprietary & confidential, do not distribute without permission Unless someone like you cares a whole awful lot, nothing is going to get better. It's not. —Dr. Seuss, The Lorax “ “ 7Tuesday, April 12, 2011
  8. 8. © Substance151, LLC – proprietary & confidential, do not distribute without permission DESIGNER’S ROLE: » Help sell stuff? » Create change? » Design new reality 8Tuesday, April 12, 2011
  9. 9. © Substance151, LLC – proprietary & confidential, do not distribute without permission UNDERSTANDING SUSTAINABILITY Sustainability named one of the “jargoniest jargon” words of 2010 by Advertising Age Three Pillars of Sustainability: Environmental/Social/Economic » Environmental responsibility is the cost of entry » Social purpose is having, and will continue to have, a greater impact on the bottom line PLANET PROFIT PEOPLE 9Tuesday, April 12, 2011
  10. 10. © Substance151, LLC – proprietary & confidential, do not distribute without permission LADDER OF AWARENESS 5 Mindset: “green” is in your DNA 4 Process: use social and eco lens 3 Tools: apps and calculators 2 Stuff: cool new papers and techniques 1 Marketing: “green” is hot! 10Tuesday, April 12, 2011
  11. 11. © Substance151, LLC – proprietary & confidential, do not distribute without permission BREAKING THE STAUS QUO » Sell it to your boss, your team, your clients UPSTREAM: VALUE vs. COST » Work with vendors who share the same philosophy DOWNSTREAM: REDUCE/ELIMINATE WASTE » Educate yourself, your team and your clients PERSONAL LEADERSHIP 11Tuesday, April 12, 2011
  12. 12. © Substance151, LLC – proprietary & confidential, do not distribute without permission “SELLING” SUSTAINABILITY » Brand Building. Future success in the marketplace will require that companies be sustainable and have a social purpose » Stronger Employer Brand. Recruitment and retention of top talent » Investment Capital. Investors prefer investing in triple bottom line* companies * performance is measured based on economic value + environmental and social impact 12Tuesday, April 12, 2011
  13. 13. © Substance151, LLC – proprietary & confidential, do not distribute without permission HOW: THE BASICS » View each project or action through a green lens » Buy local, buy recycled and recyclable » Print green, print double-sided, print less » Switch to electronic invoicing, proofs and communications » Bike to work, ride share, virtual meetings, telecommute 13Tuesday, April 12, 2011
  14. 14. © Substance151, LLC – proprietary & confidential, do not distribute without permission STRATEGIES FOR GREEN MARKETING 14Tuesday, April 12, 2011
  15. 15. © Substance151, LLC – proprietary & confidential, do not distribute without permission Green marketing is both marketing green initiatives that your organization undertakes and doing it in an environmentally sound way. 15Tuesday, April 12, 2011
  16. 16. © Substance151, LLC – proprietary & confidential, do not distribute without permission CORPORATE STRATEGIES » Pro bono work and community involvement » Charitable contributions » Responsible business practices 16Tuesday, April 12, 2011
  17. 17. © Substance151, LLC – proprietary & confidential, do not distribute without permission MARCOM STRATEGIES » Certifications and trustmarks » Green marketing techniques » Public-facing communications and campaigns » Cause related marketing » PR – traditional and social media 17Tuesday, April 12, 2011
  18. 18. © Substance151, LLC – proprietary & confidential, do not distribute without permission WHAT CAN YOU TALK ABOUT? Your may be doing more than you think. Most common workplace practices: » Company-wide recycling programs » Telecommute/ride share/bike-to-work practices » Greening your IT » Fair employment practices » Renewable energy or carbon offsets » Community involvement » Charitable giving » Green building/office space 18Tuesday, April 12, 2011
  19. 19. © Substance151, LLC – proprietary & confidential, do not distribute without permission CREDIBILITY: AVOIDING GREENWASH 19Tuesday, April 12, 2011
  20. 20. © Substance151, LLC – proprietary & confidential, do not distribute without permission green*wash: (n) Disinformation disseminated by an organization so as to present an environmentally responsible public image. Environmental whitewash. 20Tuesday, April 12, 2011
  21. 21. © Substance151, LLC – proprietary & confidential, do not distribute without permission R 21Tuesday, April 12, 2011
  22. 22. © Substance151, LLC – proprietary & confidential, do not distribute without permission R ORGANIZATIONS CERTIFICATIONS TRUSTMARKS 22Tuesday, April 12, 2011
  23. 23. © Substance151, LLC – proprietary & confidential, do not distribute without permission AVOIDING GREENWASH Transparency: Truth and Nothing but the Truth » Be clear and specific; use clear language » Have a proof – any public-facing brand story must have proof behind it » Do not exaggerate your company's efforts and successes Authenticity: Aligning Promise with Practice » Your brand is a promise delivered. Walk the talk. External claims must be aligned with internal company practices. 23Tuesday, April 12, 2011
  24. 24. © Substance151, LLC – proprietary & confidential, do not distribute without permission TACTICS: PRINT COMMUNICATIONS 24Tuesday, April 12, 2011
  25. 25. © Substance151, LLC – proprietary & confidential, do not distribute without permission Print materials, besides their primary purpose of communicating your organization’s capabilities, can also be used to communicate its environmental commitment. 25Tuesday, April 12, 2011
  26. 26. © Substance151, LLC – proprietary & confidential, do not distribute without permission » Environmentally conscious printing » Environmentally responsible papers » And, Yes, consider alternatives to print communications PRINT (NOT DEAD – DIFFERENT) 26Tuesday, April 12, 2011
  27. 27. © Substance151, LLC – proprietary & confidential, do not distribute without permission » Visit your company’s storage closet (landfill where all print communications eventually go to die) » Job planning: paper waste, inks, production techniques (work with printer rep from the start) » Use impact measurement tools and calculators as a part of your decision-making process (ex., Mohawk, Neenah, Green Leaf, re-nourish.com) GREENER (SMARTER) DESIGN 27Tuesday, April 12, 2011
  28. 28. © Substance151, LLC – proprietary & confidential, do not distribute without permission 28Tuesday, April 12, 2011
  29. 29. © Substance151, LLC – proprietary & confidential, do not distribute without permission pms # Barium 123 18 2 137 25 2 1375 32 2 151 39 2 1585 60 2 165 67 2 1655 81 2 172 94 2 Warm r ed 122 1 1788 118 1 185 114 1 192 110 2 213 34 136 259 69 952 2735 11 1010 286 8 1104 293 8 2003 300 7 3128 3005 7 3462 process Blue 7 3800 313 20 3707 3135 28 3644 320 41 3550 327 7 3325 3272 24 3675 3275 67 3363 3278 7 3090 g reen 76 3300 340 8 2851 3405 72 3096 PMS # Barium CopperCopper 347 8 2376 354 64 2680 361 10 1426 368 10 952 389 15 207 419 19 828 438 93 2063 445 88 2475 450 31 937 457 18 15 464 32 507 4625 44 3 471 53 15 492 100 712 499 105 1238 4975 73 519 506 100 712 513 22 961 5115 54 519 520 85 1239 5185 58 58 527 22 724 5255 8 736 534 81 2036 5463 5 2764 5535 57 2252 562 80 2990 569 79 3095 5747 20 603 Spot color inks contain relatively high levels of potentially hazardous metals Parts Per Million Parts Per Million SCORECARDS (via CELERY DESIGN COLLABORATIVE) SUSTAINABILITY SCORECARD PREFERRED CAUTION AVOID + ! SOURCE ENERGY IMPACTS DESTINY Made from sustainably harvested, renewable resource; no known toxicity Made with renewable energy; very moderate embodied energy Fully recyclable; fully compostable; reusable Requires conventional or hazardous waste landfill Compatible with incineration Made with nonrenewable energy; low embodied energy Made with nonrenewable energy; high embodied energy Made from nonrenewable resource; known toxic impacts Made from conventional renewable resource This is an abridged version of Celery’s Sustainability Scorecard at the time of this writing. It is included here to serve as a framework and a starting point for assessing which materials and processes represent the best choice in any particular situation. It is not intended as an exhaustive or authoritative guide. PAPER INKSBINDERY PLASTICS PAPER INKS BINDERYPLASTICS Post-consumer recycled fiber Petroleum inks Vegetable inks CMYK pigments Most spot pgiments Metal containing spot pgiments Mechanical bind (saddle stitch) Mechanical bind (singer stitch) Perfect bind (PUR hot melt) Perfect bind (EVA hot melt) Starch adhesive Metallic pigments Varnish Aqueous coating UV inks Foil stamping Pre-consumer recycled fiber FSC certified virgin fiber Conventional virgin fiber Alternative agricultural fiber Agricultural waste fiber Plastic laminated paper TCF/PCF bleaching ECF bleaching “Wind powered” paper #1 PET #2 HDPE #3 PVC #4 LDPE #5 PP #6 PS #7 Other Plactics Biopolymers (non-GMO) Biopolymers (GMO) SOURCE ENERGY DESTINY SOURCE ENERGY DESTINY SOURCE ENERGY DESTINY SOURCE ENERGY DESTINY © Celery Design Collaborative, November 2008. 29Tuesday, April 12, 2011
  30. 30. © Substance151, LLC – proprietary & confidential, do not distribute without permission ENVIRONMENTAL IMPACT OF PRINTING printing 52% paper 31% ink 17% 30Tuesday, April 12, 2011
  31. 31. © Substance151, LLC – proprietary & confidential, do not distribute without permission FSC-certified Alternative fibers Highest PCW content PCF Produced with alternative energy GREENER PAPER FIBER + WATER + ENERGY = PAPER 31Tuesday, April 12, 2011
  32. 32. © Substance151, LLC – proprietary & confidential, do not distribute without permission GREENER PRINTING » FSC-certified » Waterless and UV printing – eliminates most of VOCs (volatile organic compounds) » Digital printing » Vegetable-based inks » Local » With fair employment practices 32Tuesday, April 12, 2011
  33. 33. © Substance151, LLC – proprietary & confidential, do not distribute without permission www.substance151.com FB ../substance151 @substance151 @idacheinman IDA CHEINMAN Principal and Creative Director substance151 33Tuesday, April 12, 2011

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