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Sed ut perspi undomnis
      oiste Natus aei

Green Marketing Edition

              Presenter: Adam Freedgood
           ...
The Game:
• 30 minutes…goal: 12 Myths

• Categories:
   • Green For Dummies
   • Print Direct Marketing
   • Digital Direc...
Triple
Green For
            Print   Digital   Bottom
Dummies
                                Line


 EASY       EASY    E...
Myth?...
“Promoting „Go Green, Go
Paperless‟ to customers is
a leading green direct
marketing strategy”
Responsible direct marketing practice?
Based on a narrow set of attributes

                                       Ignores important environmental issues

    ...
Tips for avoiding “false dilemmas and forced
choices” in direct marketing




Source: Institute for Sustainable Communicat...
Myth?...
“Promoting „Go Green, Go
Paperless‟ to customers is
a leading green direct
marketing strategy”



               ...
Myth?...
“The marketing practice
known as ‘greenwashing’
is controversial but poses
little legal risk to marketers”
Who “polices” greenwashing by
marketers in the U.S.?
Myth?...
“The marketing practice
known as ‘greenwashing’
is controversial but poses
little legal risk to marketers”




  ...
Myth?...
“Green Echo Award criteria do
not give an advantage to
organizations that fall within a
“green” or environmentall...
• Not just for environmental orgs

• Winners apply “cradle to cradle” principles

• TIP: document DMA Green15 adherence

•...
Source: www.the-dma.org/environment
Myth?...
“Green Echo Award criteria do
not give an advantage to
organizations that fall within a
“green” or environmentall...
Myth?...
“Consumer behavior affects
the lifecycle environmental
impact of direct marketing as
much as other considerations...
Lifecycle Carbon Footprint Distribution
     Direct Marketing Medium: Catalogs




                                  Consu...
DMA “Recycle Please” in action




Image source: Quadriga Art www.quadrigaart.com
Myth?...
“Consumer behavior affects
the lifecycle environmental
impact of direct marketing as
much as other considerations...
Myth?...
“Delivering products and
services online or in the cloud
represents a shift toward
environmentally friendly
commu...
Behind every digital communication is a server, a data
center and a consumer electronic device




                      W...
Major data center
      operators tracked by:

      • % clean energy used

      • Energy transparency

      • Infrastru...
“How green is your cloud?”




Activists re-brand an Apple store in this guerilla marketing maneuver
Is today‟s digital marketing „clean technology‟?
    Source: Mountaintop Removal Coal Mining, WV, USA
    http://itsgettin...
Myth?...
“Delivering products and services
online or in the cloud represents a
shift toward environmentally
friendly commu...
Myth?...
“Consumers have fairly
accurate perceptions about the
contribution that admail makes
toward total household waste”
Table Source: 2008 Pitney Bowes, “The Truth About Green” – consumer attitudes survey.
Data Source: USA EPA MSW Report.
Closing the perceptual gap with consumers




  voluntary
  guided by EPA metrics
  highly visible
  FTC-approved
  z...
Myth?...
“Consumers have fairly
accurate perceptions about the
contribution that admail makes
toward total household waste...
Myth?...
“USPS has struggled to
implement sustainability
practices amidst declining mail
volumes that reduce revenue
avail...
$400 million in savings since 2007
facility energy management systems
 400 employee “green teams”
 Consolidated I.T.
...
Myth?...
“USPS has struggled to
implement sustainability
practices amidst declining mail
volumes that reduce revenue
avail...
Myth?...
“UPS saved 3 million
gallons of gasoline per year
by reconfiguring delivery
routes to avoid left turns”
95,000 vehicles = 69 million lbs CO2 avoided
Myth?...
“UPS saved 3 million
gallons of gasoline per year
by reconfiguring delivery
routes to avoid left turns”




     ...
Myth?...
“Green initiatives have a
long 3-5 year payback
period which puts them at
odds with the fast-paced
world of digit...
“Cloudsourcing” solutions: GSA reduced energy
consumption by 90% and carbon emissions by 85%

       $285,000 annual energ...
Crowdsourcing solutions to pervasive
       sustainability problems
Problem: Sustainable packaging
Solution: Starbucks Bet...
DMA Green15: Packaging
Encourage packaging suppliers and designers to actively manage
the environmental footprint of produ...
Myth?...
“Green initiatives have a long
3-5 years payback period
which puts them at odds with
the fast-paced world of digi...
Myth?...
“In print-based
marketing, paper choices
play a significant role in
improving environmental
impact”
All paper is not created equal




                      Consider lifecycle
                      environmental impact
   ...
Certification programs establish a
                            chain of custody




 avoid financial & reputational risk ...
Myth?...
“In print-based marketing,
paper choices play a
significant role in improving
environmental impact”




         ...
Myth?...
“E-Waste is subject to
regulation today, making it
a critical consideration for
marketers designing
integrated di...
More states are requiring producers to take
      responsibility for waste products

                       2006          ...
Myth?...
“E-Waste is subject to
regulation today, making it a
critical consideration for
marketers designing integrated
di...
Myth?...
“U.S. CEOs believe that
marketing value created by
sustainability is a lesser benefit
than operational gains such...
How Sustainability Creates Value
                According to Survey of 1,500 corporate CEO’s and executives in the U.S.

...
Myth?...
“U.S. CEOs believe that
marketing value created by
sustainability is a lesser benefit
than operational gains such...
Thank You for Playing!




      Green Marketing Edition



the-dma.org/environment          START OVER
Myth Busters Game: Green Marketing Edition
Myth Busters Game: Green Marketing Edition
Myth Busters Game: Green Marketing Edition
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Myth Busters Game: Green Marketing Edition

  1. 1. Sed ut perspi undomnis oiste Natus aei Green Marketing Edition Presenter: Adam Freedgood Tweet: @thegreenophobe
  2. 2. The Game: • 30 minutes…goal: 12 Myths • Categories: • Green For Dummies • Print Direct Marketing • Digital Direct Marketing • Triple Bottom Line • Contestants & Ask The Audience
  3. 3. Triple Green For Print Digital Bottom Dummies Line EASY EASY EASY EASY MEDIUM MEDIUM MEDIUM MEDIUM HARD HARD HARD HARD END GAME
  4. 4. Myth?... “Promoting „Go Green, Go Paperless‟ to customers is a leading green direct marketing strategy”
  5. 5. Responsible direct marketing practice?
  6. 6. Based on a narrow set of attributes Ignores important environmental issues Example: saying paper is environmentally-preferable because it comes from a sustainably-harvested forest Not substantiated by easily accessible info Lack of reliable third party certification Example: paper products claiming X% recycled content without providing evidence Source: TerraChoice 7 Sins of Greenwashing.
  7. 7. Tips for avoiding “false dilemmas and forced choices” in direct marketing Source: Institute for Sustainable Communication. “Print vs digital media: false dilemmas and forced choices.”
  8. 8. Myth?... “Promoting „Go Green, Go Paperless‟ to customers is a leading green direct marketing strategy” NEXT MYTH
  9. 9. Myth?... “The marketing practice known as ‘greenwashing’ is controversial but poses little legal risk to marketers”
  10. 10. Who “polices” greenwashing by marketers in the U.S.?
  11. 11. Myth?... “The marketing practice known as ‘greenwashing’ is controversial but poses little legal risk to marketers” NEXT MYTH
  12. 12. Myth?... “Green Echo Award criteria do not give an advantage to organizations that fall within a “green” or environmentally- focused product or service category”
  13. 13. • Not just for environmental orgs • Winners apply “cradle to cradle” principles • TIP: document DMA Green15 adherence • Standard Echo performance criteria apply!
  14. 14. Source: www.the-dma.org/environment
  15. 15. Myth?... “Green Echo Award criteria do not give an advantage to organizations that fall within a “green” or environmentally- focused product or service category” NEXT MYTH
  16. 16. Myth?... “Consumer behavior affects the lifecycle environmental impact of direct marketing as much as other considerations such as production and transportation”
  17. 17. Lifecycle Carbon Footprint Distribution Direct Marketing Medium: Catalogs Consumer Behavior MATTERS! Source: AF&PA 1/5/11 LCA For Printing & Writing Papers
  18. 18. DMA “Recycle Please” in action Image source: Quadriga Art www.quadrigaart.com
  19. 19. Myth?... “Consumer behavior affects the lifecycle environmental impact of direct marketing as much as other considerations such as production and transportation” NEXT MYTH
  20. 20. Myth?... “Delivering products and services online or in the cloud represents a shift toward environmentally friendly communications compared with traditional print-based mediums”
  21. 21. Behind every digital communication is a server, a data center and a consumer electronic device Where does the ENERGY come from?
  22. 22. Major data center operators tracked by: • % clean energy used • Energy transparency • Infrastructure siting • Energy efficiency & GHG mitigation • Renewables & advocacy Source: Greenpeace 4-2012; “How green is your cloud”?
  23. 23. “How green is your cloud?” Activists re-brand an Apple store in this guerilla marketing maneuver
  24. 24. Is today‟s digital marketing „clean technology‟? Source: Mountaintop Removal Coal Mining, WV, USA http://itsgettinghotinhere.org/2007/03/14/vice-tv-on-mountaintop-removal/ Environmental impact of mountaintop removal coal mining for energy production
  25. 25. Myth?... “Delivering products and services online or in the cloud represents a shift toward environmentally friendly communications compared with traditional print- based mediums” NEXT MYTH
  26. 26. Myth?... “Consumers have fairly accurate perceptions about the contribution that admail makes toward total household waste”
  27. 27. Table Source: 2008 Pitney Bowes, “The Truth About Green” – consumer attitudes survey. Data Source: USA EPA MSW Report.
  28. 28. Closing the perceptual gap with consumers  voluntary  guided by EPA metrics  highly visible  FTC-approved  zero marginal cost
  29. 29. Myth?... “Consumers have fairly accurate perceptions about the contribution that admail makes toward total household waste” NEXT MYTH
  30. 30. Myth?... “USPS has struggled to implement sustainability practices amidst declining mail volumes that reduce revenue available to invest in green activities”
  31. 31. $400 million in savings since 2007 facility energy management systems  400 employee “green teams”  Consolidated I.T.  41,000 alternative fuel vehicles  green roofs and more
  32. 32. Myth?... “USPS has struggled to implement sustainability practices amidst declining mail volumes that reduce revenue available to invest in green activities” NEXT MYTH
  33. 33. Myth?... “UPS saved 3 million gallons of gasoline per year by reconfiguring delivery routes to avoid left turns”
  34. 34. 95,000 vehicles = 69 million lbs CO2 avoided
  35. 35. Myth?... “UPS saved 3 million gallons of gasoline per year by reconfiguring delivery routes to avoid left turns” NEXT MYTH
  36. 36. Myth?... “Green initiatives have a long 3-5 year payback period which puts them at odds with the fast-paced world of digital marketing”
  37. 37. “Cloudsourcing” solutions: GSA reduced energy consumption by 90% and carbon emissions by 85% $285,000 annual energy cost savings (93% savings)
  38. 38. Crowdsourcing solutions to pervasive sustainability problems Problem: Sustainable packaging Solution: Starbucks Betacup Competition multi-channel direct marketing innovation.
  39. 39. DMA Green15: Packaging Encourage packaging suppliers and designers to actively manage the environmental footprint of product packaging Avoid the “packaging hall of shame”
  40. 40. Myth?... “Green initiatives have a long 3-5 years payback period which puts them at odds with the fast-paced world of digital marketing” NEXT MYTH
  41. 41. Myth?... “In print-based marketing, paper choices play a significant role in improving environmental impact”
  42. 42. All paper is not created equal Consider lifecycle environmental impact when weighing alternatives or making the business case for one marketing medium over another
  43. 43. Certification programs establish a chain of custody  avoid financial & reputational risk of sourcing illegal fiber  protect biodiversity and human rights in developing countries  add to brand value and pricing power Image Source: www.papermartonline.com
  44. 44. Myth?... “In print-based marketing, paper choices play a significant role in improving environmental impact” NEXT MYTH
  45. 45. Myth?... “E-Waste is subject to regulation today, making it a critical consideration for marketers designing integrated digital communications”
  46. 46. More states are requiring producers to take responsibility for waste products 2006 2012 Source: Product Stewardship Institute. http://www.productstewardship.us/
  47. 47. Myth?... “E-Waste is subject to regulation today, making it a critical consideration for marketers designing integrated digital communications” NEXT MYTH
  48. 48. Myth?... “U.S. CEOs believe that marketing value created by sustainability is a lesser benefit than operational gains such as production cost savings”
  49. 49. How Sustainability Creates Value According to Survey of 1,500 corporate CEO’s and executives in the U.S. Improved company or brand image 30% Cost savings Competitive advantage Q: “What are the Employee satisfaction, morale and retention greatest benefits to your Product, service or market innovation organization in Business model or process innovation addressing sustainability issues?” New sources of revenue or cash flow Effective risk management Enhanced stakeholder relations Other 2% Source: MIT Sloan Management Review. “The Business of Sustainability.” Fall 2009. Berns, Townend, et al.
  50. 50. Myth?... “U.S. CEOs believe that marketing value created by sustainability is a lesser benefit than operational gains such as production cost savings” END GAME
  51. 51. Thank You for Playing! Green Marketing Edition the-dma.org/environment START OVER
  • margaretmartin5209

    Jan. 30, 2013

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