The strategies for effectively engaging with consumers on sustainability are ever evolving. This highly interactive, practical workshop is designed to help forward-thinking brand and marketing pros develop customized strategies to profitably address the sustainability needs of today's — and tomorrow's —consumers. Participants will first learn the timeless guidelines for eco-design, eco-innovation, and communicating with credibility and impact described and illustrated by example after example in Jacquie Ottman's award-winning book, "The New Rules of Green Marketing." Then, they will be brought up to speed on the newest rules of green marketing. Jacquie will help participants understand the implications of the latest FTC Guidelines for Environmental Marketing for their own businesses. She will underscore opportunities to integrate one's brand into the leaner 'no-waste' lifestyle that's now emerging as a result of projected constraints on natural resources in the years ahead. For the first time ever with the Sustainable Brands community, she will share eight strategies for preventing household waste and preserving natural resources culled from her groundbreaking WeHateToWaste.com global community of influential consumers and brands joined together to explore ways to help all consumers live well and without waste.

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The Newest Rules of
Green Marketing
Presented by"
Jacquelyn A. Ottman "
Sustainable Brands 14"
June 2, 2014"

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Learn key success strategies"
Discover the emerging No-Waste Lifestyle
opportunity"
Jumpstart an initial green marketing plan"
Network with others"
""
"
Purpose of Today

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Introductions"
Sustainability — Itʼs Changing Everything"
Newest Rules of Green Marketing"
"Practical Solutions to Living Lean"
"Follow Updated FTC Green Guides"
Putting it All Together: Develop Your Plan
""
"
Path for Today

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Jacquelyn Ottman"
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Founder, Principal, J. Ottman Consulting, Inc."
Founder, WeHateToWaste.com"
"

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J. Ottmanʼs Publications"

8. J. Ottman Consultingʼs"
Clients"
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9. Our Global Community, "
Living the No-Waste Lifestyle
"

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HELLO

11. Sustainability—
Itʼs Changing Everything"

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9.5 billion by 2050 "
3 billion new middle class consumers by 2030"
Severe resource-constraints: food, fuel,
materials, water, forestry resources"
Environmental issues, global climate change
intensify the risks."
"
Resource Constraints
Ahead!"
Source: World Economic Forum"

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Value"
Efficiency"
Green"
Credibility"
"
The New Watchwords"

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Value and Credibility = "
Key to Green Purchase"

15. What a Waste!
"

16. 30 - 40% of the food
supply in the US is
wasted, equaling more
than 20 pounds of food
per person per month"
!
Source: (UNEP RONA NRDC!
!

17. California estimates
that by 2020, it will have
a water shortage equal
to the needs of 4 to 12
million families of four. "
!
Source: Energy Resource Center !
!

18. In 2010, Americans threw
away $2.8 billion worth of
paper — enough to cover
26,700 football fields or
17,800 soccer fields in "
paper three feet deep."
!
Source: Keep America Beautiful "
!

19. Americans spend $130
billion a year on wasted
energy that powers
standby appliances and
escapes their homes."
!
Source: Energy Resource Center!

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Opportunity to Increase
Penetration of Green Purchases"

21. Opportunity to Transform
by Applying the
Newest
Rules of
Green Marketing"

22. What Green Marketing
Isnʼt About Anymore"

23. R.I.P.?

24. ©2002 J. Ottman Consulting, Inc.
R.I.P.

25. R.I.P.?

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

27. Newest Rule #1:
Provide practical
solutions that will help
consumers thrive in
the leaner years ahead. !

28. Oppty to Embrace the
Emerging
No-Waste Lifestyle"

32. Brands
Culture

33. Empowerment!
Influence"

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©2010 J. Ottman Consulting, Inc.
The No-Waste Lifestyle

35. Favorite Brands of the
No-Waste Lifestyle "
Source: Q: “What are your favorite brands and products for helping!
you live a no-waste lifestyle. Mention as many as you would like.!
WeHateToWaste.com Subscriber Survey, January 2014!

36. The No-Waste Lifestyle"
Durable not Disposable"
"
"
Get the Last Drop"
"
"
Repair & Upcycle"
"
"
Share Rather than Own "
More"
"
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Leave Some Behind"
"
"
Replace"
"
"
Own it"
Copyright © 2013 J. Ottman Consulting, Inc.

37. The No-Waste Lifestyle"
Respect Food"
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Save Energy, Water &
Other Resources"
"
Live Efficiently"
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Recycle, Compost "
Source: We Hate To Waste, J. Ottman Consulting, "
All You Can Eat"
"
"
Plenty to Go Around"
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"
McMansion, Sprawl"
"
"
Landfill"
Copyright © 2013 J. Ottman Consulting, Inc.

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The Metrics of the
No-Waste Lifestyle"
Resources/ Unit of Performance "
Environmental Impacts/ Unit of Performance"
Retail Price vs. Life Cycle Costs"
"
Product/Package"
% Recycled, % Biobased"
% Cold/Hot % Wet/Dry Speed"
% Use-up rate"
"
"
"

39. Which
No-Waste Lifestyle
Opportunity
Will You Work on Today?"

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TIME TO WORK"

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The Newest Rules of
Green Marketing"
Take a life cycle impact approach"
Eco-innovate new products and
business models"
Equate #Susty with Better Life"
Be Credible "
Engage and Empower"
"

42. Newest Rule #2:
Take a life cycle
approach!

43. The Product Life Cycle"
Raw Materials! Mfg/Prod n! Packaging" Distribution"
Marketing" In-Use"
"
After-Use"
"
Disposal"
©2010 J. Ottman Consulting, Inc.

44. Life Cycle Approach Necessary"
Raw Materials!
Sust.- harvested
Formaldehyde-free!
PVC-free!
Mfg/Prod n!
Unbleached!
Fair Trade"
Packaging"
Recyclable!
Recycled"
Distribution"
Low Carbon!
Locally Sourced"
Marketing"
Ethical!
Cause-related"
In-Use"
Energy Efficient!
Low VOC!
"
After-Use"
Recyclable!
Refillable!
"
Disposal"
Landfill-safe!
Compostable!
©2010 J. Ottman Consulting, Inc.

46. Oppty to
Promote Responsible
Use and Disposal"

47. ©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

48. ©2010 J. Ottman Consulting, Inc.

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©2010 J. Ottman Consulting, Inc.

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©2010 J. Ottman Consulting, Inc.

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©2010 J. Ottman Consulting, Inc.

52. Newest Rule #3:
Eco-innovate new
products, services &
business models!

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55. ©2010 J. Ottman Consulting, Inc.

57. Newest Rule #4:
Equate #Susty with
Quality of Life!

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Focus on Consumer Benefits"

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©2010J. Ottman Consulting, Inc.
Appears on 50 product
categories. 90%+ brand
recognition."
"
Tagline empowers
consumers to enhance their
lifestyle via energy efficient
products."
!
Energy Star Label"

66. The NEW
MPG: $ per
miles driven"

67. Performance?"
Tide heritage?"

68. Newest Rule #5:
Underscore credibility
in claims and actions!

69. Follow the Updated
FTC Green Guides"

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Greenwash!
Definition: Misleading claims re:
environmental benefits of products,
operations, or processes. "
Can be inadvertent due to lack of
awareness, education on scientific issues
but risks are still the same."
"
"
!

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Corporate Risks of
Greenwash
Accusations from: media, consumers,
regulators, consumers, competitors,
scientific community"
Legal, financial risks from lawsuits"
Reputational risks"
Sales"
""
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"

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78% of Americans Will Boycott "
Greenwashed Products"

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R.I.P.

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40% of Americans think green” "
means positive impact"

75. The FTC Green Guides:
An Overview"

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FTC Green Guides
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"Introduced in 1992; updated in 2012"
"Not the law — but used to guide legal judgments"
"Covers all marketing claims — B2B as well as
consumer"
""
""
""
!

77. Supplier" Customer"

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FTC Green Guides:
Scope"
General Environmental Claims"
Certifications/ Seals of Approval"
Degradable, Compostable"
Recyclable, Recycled"
Carbon Offsets"
Renewable Energy, Materials"
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FTC Green Guides:
Scope (cont d)"
Ozone-Safe, Ozone-free"
Source Reduction"
Refillable"
Free-of"
Non-toxic"
NO: Sustainable, Natural, Organic"
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What s NOT Covered
in the Guides
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" Energy Efficient "
" Organic "
" Biobased "
" Natural "
" Sustainable "
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Updated FTC Green
Guides in a Nutshell"
Don t mislead"
Consumer takeaway is utmost"
Be specific and prominent"
Provide complete information"
Do not overstate"
Tell the whole story"
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82. Avoid Generalized
Environmental Claims"

83. R.I.P.
Eco-Friendly "

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R.I.P.
Images, too! "

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86. What Consumers
Take Away is Key
"

87. FTC Research: Consumers
confuse ʻRenewableʼ with
ʻRecycledʼ, ʻRecyclableʼ
and ʻBiodegradableʼ"

88. Be Specific"

90. Tell the Whole Story"

92. Donʼt confuse biobased ,
biodegradable ,
compostable , natural ,
and renewable "

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Biobased does not necessarily mean
biodegradableʼ, compostableʼ, or
natural "

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Some bio-based plastics are
recyclable but not compostable… "

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©2003 J. Ottman Consulting, Inc.
Some things degrade in your
backyard composter…. "

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R.I.P.
And some things don t…"

97. R.I.P.
!
http://www.youtube.com/watch?v=Yu5J5HQk6VY!
!
!
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!

98. "Arsenic is natural."

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101. All Greenware® products are made in the USA from
plant sources that are domestically-grown and
annually renewable as well as 100 percent
compostable in actively managed municipal or
industrial facilities, where available. !

102. Other Ways to
Underscore Credibility"

103. "HSBC:
Walk then Talk"

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©2003 J. Ottman Consulting, Inc.

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Sustainable History
2007
2005
1987
Joined
Business
Environment
Council in
Hong Kong
Started publicly
monitoring energy,
water use, waste &
CO2
Donated $50 MM to
Investing in Nature; sent
2,000 employees on
Earthwatch Expeditions
Started purchasing
Green electricity from
wind, water & solar
1st Financial
Services Co. to
be Carbon
Neutral
Donated
$100MM to
HSBC
Climate
Partnership
Pledged $90 million toward
reducing energy, water use,
waste and CO2 .
Equator
Principles
adopted
2003
Financial Times
Sustainable
Bank of the Year
2006
EPA and
US Dept of Energy
Green Power Partner
of the Year
2005 & 2006
Received EPA s
Climate Protection Award
2007
2006
TOP Score of 70
Ceres Climate Change
Governance Index
Rating - 2008
2001
Timeline
Introduced U.S.
Green
Campaign
2009

106. Be Transparent"

107. ©2010 J. Ottman Consulting, Inc.

108. Enlist Credible
Third Parties"

109. Eco-Labels Address All
Phases of Product Lifecycle"
Materials/
Ingredients!
Mfg/Prod n! Packaging"
"
Distribution"
Marketing"
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In-Use"
!
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After-Use"
"
Manufacturer"
Disposal"
©2010 J. Ottman Consulting, Inc.

111. Credible Third Party
Certifications"

112. Endorsements!

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In Sum - 1!
"
"
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It is possible to avoid the risks of greenwash."
Following the FTC Guides can help:"
"Avoid generalized environmental claims"
"Be specific"
"Tell the whole story"
"Be clear — what consumers take away
"is key"
""

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In Sum - 2!
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"
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Be careful when using undefined terms, e.g.,
Sustainable, Natural, etc."
Every situation is unique, so consult with
environmental scientists and legal counsel"
Look for opportunities to practice self-
regulation."
"
"
"

115. http://www.greenmarketing.com/
ourbook!
!
http://www.asrcreviews.org! http://ftc.gov/greenguides!
"
http://adage.com/trend-reports/!
report.php?id=82!
www.greenmarketing.com/articles!

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Placeholder slide
only. Download a
copy of document
at the
SustainableBrands
.com website "

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Placeholder slide
only. (Page 2 of 2) "
Download a copy of
document at the
SustainableBrands.
com website "

118. Newest Rule #6:
Educate and Empower!

119. "
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There s No Small
Change Campaign"

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Empowering tips for
reducing one s carbon
footprint, in line with
corporate track record."
There s No Small
Change Campaign"

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Communications were
accompanied by
messages about the
Bank s track record."
There s No Small
Change Campaign"

122. "
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Results:"
103% of new account goal"
Higher deposit balances"
Increased cross-sell"
Increased online bill pay"
There s No Small
Change Campaign"

123. Oppty to Leverage
Social Media"

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Whom Do Consumers Trust for Information?"

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Role for Social Media"
Build credibility through dialogue,
openness, empowerment"
Build brand loyalty by cultivating
community; "
Build a market by catalyzing change /
movement towards the new lifestyle"

126. https://www.youtube.com/watch?v=lUtnas5ScSE

127. Method and
Social Media"

128. "
"
Empowers consumers to
join a virtual community
and fight dirty corporate
practices. "
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!
People Against Dirty"

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©2003 J. Ottman Consulting, Inc.

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©2003 J. Ottman Consulting, Inc.

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©2003 J. Ottman Consulting, Inc.

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©2003 J. Ottman Consulting, Inc.

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©2003 J. Ottman Consulting, Inc.

137. Putting it All Together:
Whoʼs Addressing the
Newest Rules
!

141. ©2010 J. Ottman Consulting, Inc.

142. Putting it All Together:
Developing Your
Own Plan"

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PLAY BALL!

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TIME TO PRESENT

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TIME TO EVALUATE

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Letʼs Talk Some More!
www.greenmarketing.com
info@greenmarketing.com
WeHateToWaste.com
@jacquelynottman
T: 212 879 4160

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Copyright © 2014 by J. Ottman Consulting, Inc.
315 East 69 Street, NY NY 10021 USA
info@greenmarketing.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.

148. REIMAGINE
REDESIGN
REGENERATE