Transcript Sustainability Marketing

Sustainability
Branding
Session
4:
Instructor: Thomas Murphy
Email: [email protected]
Phone: (978) 760-1388
http://www.sustainability-marketing.com/
THE DEFINITION AND EVOLUTION OF
SUSTAINABILITY MARKETING
THE DEFINITION AND EVOLUTION OF
SUSTAINABILITY MARKETING
DEFINING SUSTAINABLE MARKETING
“The process of creating, communicating and delivering value to
customers in a way that both natural and human capital are preserved or
enhanced throughout.”
(1) Creating Value: Level of Benefit or Satisfaction
(2) Communicating: Person to Person, Direct Media, Indirect Online
(3) Delivering Value: Performance, Resolved Need, Channels
(4) Natural Capital: Natural Resources, Air, Water, Land
(5) Human Capital: Skills, Quality of Life, Creativity
WHAT IS “SUSTAINABLE MARKETING”
Sustainability Marketing goes
beyond the typical concept of
marketing as the development,
pricing, promotion and placement
of products {or services} for sale.
At the broadest level it represents
socially responsible positioning
the company as an advocate for
solutions at a society level. This
contributes to the public image of
the company.
• Exxon support of reforestation
CSR
Sustainable
Solution
Strategy
Green Footprint
Green Products
and Services
WHAT IS “SUSTAINABLE MARKETING”
CSR
Sustainable
Solution
Strategy
Green Footprint
Green Products
and Services
Establishing a green footprint
requires that the company insure its
customers that its manufacturing and
operations minimize harm to the
environment and eco system.
• Bumblebee dolphin safe fishing
• Environmental safe packaging
Developing and promoting green
products is the closet to traditional
marketing. It can take the form of
entire new brands focused upon
emerging green issues or brand
extensions which enhance consumer
needs.
EVOLUTION OF SUSTAINABLE MARKETING
There is a natural roadmap over the last 30 years that
defines the transition from traditional marketing practice to
green marketing practices
2006
Consumption based marketing is the traditional push
marketing approach of products to consumers for mass
consumption regardless of their health or environmental
outcomes {i.e. Tobacco products in the 1960’s}
Sustainable
1990’s
Green
Social marketing is the focused promotional and
awareness campaigns by socially active non profit
organizations to alter behavior
1980’s
Ecological
1970’s
Social
1960’s
Consumption
EVOLUTION OF SUSTAINABLE MARKETING
Ecological marketing emerged in the late 1970’s to focus on
product or service developments that react to solve existing
major problems {i.e. Fuel efficient cars}
Green marketing {environmental marketing} proactively
develops and markets environmentally safe products that create
markets of customers {personal care products}
2006
Sustainable
Sustainable marketing broadens the approach of green
marketing to encompass entire themes of issues around which a
solution is created. This solution can contain a number of
products or services and also looks at the longer term
sustainable goals to permanently reduce the problem {for
instance reducing oil dependency}
1990’s
Green
1980’s
Ecological
1970’s
Social
1960’s
Consumption
SUSTAINABILITY MARKETING’S DUAL ROLE
Two very different roles exist and they can coincide together for some
companies.
The Green element applies marketing to position, promote and sell green
products and services to consumers and business.
The Social Sustainability element defines a socially responsible mission and
practices for a company that become part of its image, brand and bottom line.
This is the Social component of the new “Triple Bottom Line” for global
companies:
· Financial Benefit
· Ethical Benefit
· Social Benefit
Sustainability
Marketing
Social
Eco-footprint
Profit
Human
welfare
Green
products
Green
services
http://www.simplilearn.com/corporatesocial-responsibility-article
CORPORATE SOCIAL RESPONSIBILITY (CSR)
What is CSR?
Corporate Social Responsibility is a management concept whereby companies integrate
social and environmental concerns in their business operations and interactions with their
stakeholders.
http://gamyba.le.lt/en/socialresponsibility/corporate-socialresponsibility/
CSR is generally
understood as being
the way through which
a company achieves a
balance of economic,
environmental and
social imperatives,
while at the same time
addressing the
expectations of
shareholders and
stakeholders.
COMPANIES CAN FOLLOW 2 SIMULTANEOUS
PATHS TO CORPORATE SUSTAINABILITY
Corporate Social
Responsibility
Social Issues
Donations
Event Sponsor
Social Programs
Eco-Footprint
Ethics & Policy
Sustainability
Products and
Services
Packaging
Materials
Ingredients
Services
Innovations
Re-Use
TYPICAL FOCUS AREAS OF
CORPORATE SOCIAL
RESPONSIBILITY
WHY CORPORATE RESPONSIBILITY HAS THE POTENTIAL
TO DELIVER FINANCIAL, COMPETITIVE RETURNS
JULY 13, 2015
BY STEVE ROCHLIN
SUSTAINABLEBRANDS.COM
• STUDY CONDUCTED WITH 1000 CXO’S
BY SB, SPONSORED BY BABSON
COLLEGE , VERIZON AND CAMPBELL
SOUP
KEY FINDINGS:
CSR PROGRAMS HAVE THE POTENTIAL TO
• GOAL WAS TO DETERMINE IF
CORPORATE RESPONSIBILITY
SUPPORTED OR DISTRACTED FROM
FINANCIAL AND COMPETITIVE GOALS
• INCREASE MARKET VALUE BY 4-6 PERCENT
• PROJECT ROI: DEFINING THE
COMPETITIVE AND FINANCIAL
ADVANTAGES OF CORPORATE
RESPONSIBILITY AND SUSTAINABILITY
• RISK PROTECTION OF 4-7 PERCENT OF COMPANY VALUE
http://www.sustainablebrands.com/news_and_view
s/new_metrics/steve_rochlin/why_corporate_respo
nsibility_has_potential_deliver_financia
• REDUCE COST OF EQUITY BY 1 PERCENT
• INCREASE SALES UP TO 20 PERCENT
• INCREASE EMPLOYEE PRODUCTIVITY UP TO 13 PERCENT
• REDUCE EMPLOYEE TURNOVER RATE BY 25-50 PERCENT
“PEPSI REFRESH” CSR
COCA COLA CSR
STARBUCKS “CAFÉ” PROGRAM
STARBUCKS “CAFÉ” PRACTICES
COFFEE AND FARMER EQUITY PRACTICES
http://www.slideshare.net/gigabagishvili/co
nsumerism-34487148
CONSUMER ENGAGEMENT
IN MARKETING PROCESSES
Word-of-mouth marketing occurs when people
share their stories, opinions, or experiences about
ta product in a way that motivates others to also
consider or try the product as a result. Companies
can enhance the likelihood of word of mouth by:
http://www.freshminds.net/2010/
04/assessing-the-impact-ofword-of-mouth-marketing-amckinsey-report/
•
Educating people about their products and
services;
•
Identifying other people likely to share their
customers’ opinions;
•
Making it easier for their customers to share
information;
•
Studying and understanding the context of
information sharing;
•
Engaging in dialogue with supporters,
detractors, and neutrals.
http://www.sustainablebrands.com/news_a
nd_views/blog/retailers-role-leading-waysustainable-shopping
THE EMERGING GREEN MARKET
What is Green Market?
If 20 years ago, Procter & Gamble had reduced the size of its iconic Tide brand liquid
detergent, consumers would have felt cheated: “Why am I paying the same price for a
smaller quantity?” In today’s sustainability-heightened marketplace, while the average
consumer is still unlikely to equate a smaller package with “lowered carbon footprint,” the
chances are exponentially greater that they’ve been exposed to all the elements behind
such designations.
The term Green Market is commonly used to distinguish sustainability-oriented
consumers and the businesses that serve them.
Articles:
Emerging markets willing to pay more for 'green' products
The Green Bottom Line: This Time It’s Personal
GREEN MARKETS BY INTEREST AREA
The current landscape of green products and services can be generally divided into
4 major markets of customers with common green interests:
Resource Conservers
• Recycling products
• Energy saving
• Pollution control
• Water conservation
Animal Lovers
• Vegan foods
• Natural pet products
• Animal friendly brands
Health Fanatics
• Organic and natural foods
• Sunblock protection
• Natural personal care products
• Natural cleaning products
Outdoor Enthusiasts
• Biodegradable products
• Reusable durable clothing
• Wood and paper substitutes
• Biking, walking and other outdoor
activities and products
NATURAL PYRAMID OF GREEN CUSTOMERS
Early Adopters
Green
Enthusiasts
Late Adopters
Near Converts who want some proof and
willing to give up something
Early Majority
Want same benefits as regular products… without sacrifice
SUSTAINABLE CONSUMPTION
Sustainable Consumption is that
which meets people’s needs without
compromising the ability of other
people to meet their needs, either now
or in the future. Individuals or
households would not systematically
contribute to environmental increases
in synthetic substances or substances
extracted from the Earth’s crust.
Consumers of sustainable marketing
become active collaborators in caring
for the planet and creating positive
social change. Consumers
increasingly will reward companies
that work honestly toward more
sustainable efforts and outcomes.
https://www.megforum.unifreiburg.de/prevfora/Forum%202012
PRODUCT CONSUMPTION PROCESS
1
The consumption process is
standard for both green and
conventional products in any
market.
Identify a
Need
5
2
Use and
After Use
Search for
information
4
3
Purchase
the Product
Evaluate
Alternatives
When a product purchase is a
frequent {daily} purchase at low
cost {juice}, it is considered a
“habit purchase”. This type of
purchase frequently bypasses
the second stage information
search.
When a consumer has a brand
preference {P&G}, particularly
for low cost items {Toothpaste}
they frequently bypass the third
stage of evaluating alternatives.
GREEN MARKETER’S DILEMMA
Green benefits are part of the
customer need equation
With most green products
here is the dilemma of trying
to market the brand against
both the other green
product alternatives as well
as the conventional product
alternatives.
There is tremendous
pressure to translate green
benefits into the needs of
the consumer and show that
the green promise is
credible. Consumers
typically want proof that
they will have a minimum
sacrifice in cost or
satisfaction from
sustainable alternatives.
Identify a
Need
Use and
After Use
Simple to use
and easy to
dispose
Purchase
the Product
Readily available
Search for
information
Credibility and
references
Evaluate
Alternatives
There are minimal
sacrifices in cost or
performance for
“Going Green”
CONSUMPTION EXTERNAL INFLUENCES
There are many influences on
the green product consumption
decision which are external to
the consumers themselves.
High vs Low cost
Identify a
Need
Use and
After Use
Search for
information
Resell or Dispose
Social Media
Necessity or indulgence
Purchase
the Product
Social visibility
Evaluate
Alternatives
Frequency of use
General media coverage of
green and sustainable issues
has a direct impact on consumer
preferences for green products.
Social media blogs and tweets
reflect general norms of
behavior that consumers
emulate or absorb when
deciding on alternatives.
The nature of the product itself,
in terms of cost, indulgence,
frequency of use and visibility
all affect the final purchase
decision and the way in which
the green product may be used.
OBVIOUS VS SUBLIMINAL
GREEN BUYING MOTIVATIONS
Understanding the basic factors
that motivate people to consider
green products, is a good first step
in relating marketing actions to
purchase behavior.
The left side factors are the
obvious surface motivations to
consider buying green products.
These motivators, except for the
Early Adopters, are most effective
with low cost and low risk products
such as dish soap.
For the majority of the customer
segment to be motivated toward
green alternatives of more
expensive products {aka hybrid
cars, solar energy} the more
subliminal factors come into play.
Obvious
Motivations
Subliminal
Motivations
Help the
planet
Guilty
conscience
Live better
and longer
Show off
Save
money
Hidden
fear
4 NEW YEAR’S RESOLUTIONS FOR SUSTAINABILITY MARKETERS
JANUARY 14, 2016 BY TOM SZAKY
“A NEW YEAR MEANS FOUR MORE
QUARTERS
PITCH, MARKET AND
INTROTOCOMMENTS
ADVERTISE YOUR SUSTAINABLE
PRODUCT OR BRAND TO EAGER
CONSUMERS ACROSS THE GLOBE.
THE WORLD IS SHIFTING TOWARD
ENVIRONMENTAL CONSCIOUSNESS
WHETHER YOU BELIEVE IT OR NOT,
AND REACHING CONSUMERS IN THIS
PRODUCT CLIMATE REQUIRES MORE
THAN JUST A BIG MARKETING
BUDGET AND HOLLOW PROMISES OF
“THESE FOUR PIECES OF ADVICE ARE
MY RECOMMENDATIONS TO
SUSTAINABLE BRAND MARKETERS
MOVING INTO THE NEW YEAR.”
4 NEW YEAR’S RESOLUTIONS FOR SUSTAINABILITY MARKETERS
JANUARY 14, 2016 BY TOM SZAKY
BE TRANSPARENT ABOUT
SUSTAINABILITY CLAIMS
FOCUS ON THE PRODUCT,
NOT THE “GREEN”
• CLARIFY THE CLAIM
• CORE PERFORMANCE MUST BE EQUAL
TO NON SUSTAINABLE
• DESCRIBE HOW AND WHEN
• QUALITY MUST BE EQUAL OR GREATER
• SHOW WHY IT IS BETTER
• PRICE MUST BE COMPARABLE
• WHAT DOES IT MEAN TO THE
CONSUMER
• SUSTAINABLE BENEFITS SHOULD BE
CONSIDERED EXTRA ADDED VALUE
4 NEW YEAR’S RESOLUTIONS FOR SUSTAINABILITY MARKETERS
JANUARY 14, 2016 BY TOM SZAKY
EDUCATE CONSUMERS
ABOUT PROPER DISPOSAL
APPEAL TO CONSCIOUS
CONSUMERS
• BUILD CONSUMER TRUST IN YOUR
SUSTAINABLE FOCUS
• HOW TO RECYCLE “LAPTOPS”
• SHOW YOU CARE ABOUT MORE
THAN PROFITS
• OR TO RETURN “H&M”
• EXAMPLES
• WHERE TO RETURN “LL BEAN”
• TOM’S OF MAINE
• THE NORTH FACE
MARKETERS: STOP SELLING 'GREEN,' START SELLING PRODUCTS
THAT MATCH OUR VALUES
JANUARY 28, 2016
SHOW THAT PERFORMANCE VALUE
IS EQUAL OR BETTER
• CAN ACTUALLY SAVE MONEY
• HYBRID VEHICLES
• LED LIGHTBULBS
O
PART OF A LARGER SOCIAL
BENEFIT
• CHEMICAL FREE CLOTHING
THAT ALSO IMPROVES GLOBAL
WATER QUALITY AND HEALTH
• LONGER LASTING
• SAFER TO USE
• EASIER TO DISPOSE OF
PART OF A LARGER CONSUMER
TREND
• YOU ARE NOT ALONE
MAJOR BARRIERS
CONSUMER
TO MORE SUSTAINABLE
BEHAVIOR
Lack of Awareness & Knowledge: Many consumers claim they don’t
know how to reduce their social and environmental impacts.
Negative Perceptions: Many consumers tend to believe that more
sustainable products are inferior with respect to actual performance.
Distrust: Many consumers don’t believe marketers’ sustainability
claims, and rightfully so because of the level of false and misleading
claims.
High Prices: Many consumers believe, often correctly, that more
sustainable products carry higher prices, which they are unwilling to
pay.
Low Availability: Many consumers have a hard time even finding
more sustainable products, such as organic foods, renewable
power, or environmentally friendly apparel or home furnishings.
Sustainability brands are products and services that are
branded to signify a special added value in terms of
environmental and social benefits to the customer and thus
enable the differentiation from competitors.
Sustainability brand - Wikipedia, the free encyclopedia
Five Human Aspirations That Hold
the Future for Brands
June 19, 2015
by Raphael Bemporad
1. Abundance Without Waste
Aspirationals are redefining the idea of
abundance, seeking more experiences
in ways that use fewer resources and
produce less waste. It’s a shift from a
scarcity mentality to a new reality,
where our creativity is an infinite
resource.
Aspirationals are leading the way from
an ownership economy to one driven by
access, sharing and collaboration.
Aspirationals don’t necessarily want
more material possessions but rather
more meaningful experiences that help
them live better.
BRAND INNOVATION
Five Human Aspirations That Hold
the Future for Brands
June 19, 2015
by Raphael Bemporad
In virtually every product
category, brands are meeting
this aspiration with new
business models and
delightful brand experiences.
Le Tote is an apparel
subscription service that
delivers on-trend clothing and
accessories to your door,
allowing you to rent full outfits
for as long as you want and
return them when you’re
ready.
BRAND INNOVATION
Similarly, Patagonia is
redefining the rules of
apparel with Worn Wear,
a platform encouraging
people to think about the
enduring quality of what they
buy and to repair, share or
recycle their clothes so that
the stories and experiences
live on and on.
Five Human Aspirations That Hold
the Future for Brands
June 19, 2015
by Raphael Bemporad
BRAND INNOVATION
2. Truly as You Are
The explosion of mobile technology
and data has fueled new
expectations for transparency and
new dynamics of trust. The very fact
that “the truth will out” is accepted
by the Aspirational generation, and
whether it plays out in their lives or
in their expectations of brands, it’s
no longer about perfection, but
honesty.
Five Human Aspirations That Hold
the Future for Brands
June 19, 2015
by Raphael Bemporad
BRAND INNOVATION
2. Truly as You Are
Aspirationals are leading the shift
from flawless to honest, from hiding
imperfections to revealing realities
and from controlling the
conversation to inviting others in to
help solve challenges together.
Five Human Aspirations That Hold
the Future for Brands
June 19, 2015
by Raphael Bemporad
BRAND INNOVATION
2. Truly as You Are
The fearless fashion
house Everlane is making
radical transparency an
essential part of its brand
promise, providing detailed
information and costs on every
step of its manufacturing
process and inviting customers
to “know your factories, know
your costs and always ask
why.”
Dove has inspired a cultural
movement by celebrating our Real
Beauty, and The Honest Company
is disrupting the baby and personal
care industry by uniting healthier
ingredients; honest, mom-friendly
answers; and a social goodness
platform designed to help us
make a difference together.
Five Human Aspirations That Hold
the Future for Brands
June 19, 2015
by Raphael Bemporad
BRAND INNOVATION
3. Get Closer
Like never before, peers have
become the new face of brands.
We’ve always desired human
connection, but today people like us
are the actual providers of the
products, services and brand
experiences. From Airbnb to
Uber to Getaround, the
marketplace is shifting from selling
products to engaging peers and
from generating transactions to
building relationships..”
Increasingly, we’re purchasing from
peer networks, seeking to “meet
the makers” and moving from
“made by machines” to “made by
people
Five Human Aspirations That Hold
the Future for Brands
June 19, 2015
by Raphael Bemporad
BRAND INNOVATION
4. All of IT
The Aspirational generation wants to be,
do and have it all. Rooted in a deep desire
for freedom, the rejection of limiting binary
choices and a reimagination of the
American Dream without finish lines,
Aspirationals are fueling a cultural shift
from fixed answers to fluid options, from
having a clear destination to enjoying the
journey and from reacting to others’ ideas
of success to seeking happiness on our
own terms.
Five Human Aspirations That Hold
the Future for Brands
June 19, 2015
by Raphael Bemporad
BRAND INNOVATION
4. All of IT
Shifting the paradigm from fixed to fluid means
refusing to be trapped by predetermined categories
such as age, gender or yesterday’s expectations.
Tapping this new reality, Urban Outfitters has
created Without Walls, a new brand and curated
collection that takes you from morning workout to the
workplace to an evening with friends, living
seamlessly through the roles, opportunities and
adventures that each day brings.
Five Human Aspirations That Hold
the Future for Brands
June 19, 2015
by Raphael Bemporad
BRAND INNOVATION
5. Do Some Good
Aspirationals represent a refreshing optimism and a new
sense of agency born from the belief that their purchases,
votes and actions matter, especially when joining with
others to create change together.
However, the lens for social impact is shifting from
narrowly defined political issues to broad lifestyle values,
from bold stands to everyday behaviors and from rallying
toward some distant goal to taking action today in ways
that help move us all forward.
Five Human Aspirations That Hold
the Future for Brands
June 19, 2015
by Raphael Bemporad
BRAND INNOVATION
5. Do Some Good
Aspirationals want something
to believe in and they want
brands to stand for
something bigger than
incremental product benefits.
They want brands to embody
an inspiring ethos, to bring a
strong point of view and put a
flag in the ground.
Five Human Aspirations That Hold
the Future for Brands
June 19, 2015
by Raphael Bemporad
BRAND INNOVATION
5. Do Some Good
Inspired by pioneering social brands such as
TOMS and Warby Parker,
Target is delivering on the desire to do some
good with Made to Matter, a handpicked
collection of 31 brands that are better for your
health and give back to the community.
This new tribe of brands including
Method, Happy Family and KIND is
projected to generate $1 billion in sales for
Target this year.
Five Human Aspirations That Hold
the Future for Brands
June 19, 2015
by Raphael Bemporad
BRAND INNOVATION
The Takeaway for Brands
These five human aspirations
represent a profound cultural shift
in the marketplace and a
tremendous opportunity for
brands. It’s no longer about
asking consumers to buy
something. It’s about inspiring
them to be something by helping
us reveal our best selves and
realize a better world.
SUSTAINABLE PRODUCT DESIGN
•
Design products to be
manufactured with renewable,
reclaimed, nontoxic and
organic materials;
•
Design products for more
efficient, carbon-neutral
storage and transportation;
•
Design products for safe,
carbon-neutral operation;
•
Design products for
disassembly, remanufacturing,
and materials recovery.
http://www.greengig.com/2012/07/evaluatin
g-products-with-a-sustainability-scorecard/
http://www.ekoroof.com/ctc.html
Cradle to Cradle
Principles
The Cradle to Cradle framework is fundamentally
about constantly improving and moving from
simply being “less bad” to becoming “more
Material Health: Value
good.” Conventional eco-efficient demand
materials as nutrients for
safe, continuous cycling
Material Reutilization:
Maintain continuous flows
of biological and technical
nutrients
side approaches often simply seek to reduce or
minimize damage and shrink your “negative
footprint”. Efficiency is simply good business.
By adding what we call eco-effective supply
side approaches and integrating positively
defined goals based on Cradle to Cradle values
and principles, we are able to direct innovation
and leadership towards a “positive footprint”.
Renewable Energy:
Power all operations with
100% renewable energy
Water Stewardship:
Regard water as a
precious resource
Social Fairness:
Celebrate all people and
natural systems
http://www.mbdc.com/cradle-tocradle/c2c-framework/
Lego Group Investing $150M in R&D for
Sustainable Materials June 18, 2015
This week, LEGO Group announced an
investment of 1 billion Danish Kroner
(~US$152 million) in the research,
development and implementation of
sustainable raw materials to
manufacture LEGO® toys and
packaging materials.
“This is a major step for the LEGO
Group on our way towards achieving
our 2030 ambition on sustainable
materials,” said CEO and president
Jørgen Vig Knudstorp.
“We have already taken important steps
to reduce our carbon footprint and
leave a positive impact on the planet by
reducing the packaging size, by
introducing FSC-certified packaging
and through our investment in an
offshore wind farm.
Now we are accelerating our focus on
materials.”
Lego Group Investing $150M in R&D for
Sustainable Materials June 18, 2015
The investment will result in the
establishment of the LEGO
Sustainable Materials Centre, which
will be based at the LEGO Group’s
headquarters in Billund, Denmark,
and include all current functions
and employees working to find
alternative materials. In addition,
LEGO says it expects to recruit
more than 100 specialists within the
materials field during the coming
years.
Significant resources
required
The decision to significantly boost the
search for sustainable materials was
taken at the recent LEGO Group
General Assembly last month.
In 2012, the LEGO Group first shared its
ambition to find and implement
sustainable alternatives to the current
raw materials used to manufacture
LEGO products by 2030; in 2014 more
than 60 billion LEGO elements were
made — finding alternatives to the
materials used to make these bricks
would significantly reduce the LEGO
Group’s impact on the planet.
DEMATERIALIZATION
Donald Fuller
describes
three ways to
dematerialize:
1
Limit the quantities of materials used in packaging;
2
Move from disposable goods to higher quality
durable goods;
3
Convert traditional ownership of durable goods to
shared ownership, shared use, or rental programs.
Graduate School of
M a n a g e m e n t
SUSTAINABILITY
MARKETING
MKT 5487
Clark University
http://www.smashbrand.com/articles/whysustainable-packaging-design-matters/
SUSTAINABLE PACKAGING
SESSION 6
1. Reduce the amount of packaging required {Laundry Pods}
2. Reuse packaging for multiple uses {Water Bottles}
3. Packaging that allows recycling {Batteries}
https://sustyblog.wordpress.com/20
13/03/03/personal-sustainability/
THE 3 R’S OF SUSTAINABLE PRODUCTS
SUSTAINABLE PACKAGING
The Sustainable Packaging Coalition (SPC) is a nonprofit
organization that advocates for more environmentally friendly
packaging and innovation in the supply chain. According to the SPC
definition, sustainable packaging:
•
Beneficial, safe, and healthy for individuals and communities throughout its life
cycle;
•
Meets market criteria for performance and cost;
•
Sourced, manufactured, transported, and recycled using renewable energy;
•
Maximizes the use of renewable or recycled source materials;
•
Manufactured using clean production technologies and best practices;
•
Made from materials healthy in all probable end-of-life scenarios;
•
Physically designed to optimize materials and energy;
•
Effectively recovered and utilized in biological and/or industrial cradle-to-cradle
cycles.
SUSTAINABLE LABELING
Third-Party Certifications
Created by Government or non
profit organizations
Indicating that products meet
measurable standards
For social or environmental
performance
A form of co-branding providing
competitive advantage
GREEN SEAL CERTIFICATION
Green Seal is a non-profit
environmental standard
development and certification
organization. Green Seal's flagship
program is the certification of
products, services, restaurants, and
hotels. The certification is based on
Green Seal standards, which
contain performance, health, and
sustainability criteria.
Green Seal - Wikipedia, the free encyclopedia
1.https://en.wikipedia.org/wiki/Green_SealWikipedia
http://hendymustikoaji.blogspot.com/2014/
10/greenwashing-and-itsconsequences.html
https://uartsgr655.wordpress.com/2011/05/
10/greenwashing-analyzing-the-visualtactics-of-green-advertising/
E 7 SINS OF GREENWASHING
Greenwashing (a compound word
modelled on "whitewash"), or "green
sheen," is a form of spin in which
green PR or green marketing is
deceptively used to promote the
perception that an organization's
products, aims or policies are
environmentally friendly.
GREENWASHING
Greenwashing - Wikipedia, the free
encyclopedia
https://en.wikipedia.org/wiki/Greenwashin
gWikipedia
A claim suggesting that a
product is ‘green’ based on a
narrow set of attributes without
attention to other important
environmental issues.
Paper, for example, is not
necessarily environmentallypreferable just because it comes
from a sustainably-harvested forest.
Other important environmental
issues in the paper-making process,
such as greenhouse gas emissions,
or chlorine use in bleaching may be
equally important.
http://www.businesspundit.com/the-top-25greenwashed-products-in-america/
An environmental claim that cannot
be substantiated by easily
accessible supporting information
or by a reliable third-party
certification. Common examples are
facial tissues or toilet tissue
products that claim various
percentages of post-consumer
recycled content without providing
evidence.
http://inhabitat.com/greenwashing-101-thehttp://sinsofgreenwashing.org/games-swiffer-green-or-greenwash/swiffer-proctortools/name-that-sin/index.html
and-gamble-greenwashing-101greenwashing/
A claim that is so poorly defined or
broad that its real meaning is likely
to be misunderstood by the
consumer. ‘All-natural’ is an
example. Arsenic, uranium,
mercury, and formaldehyde are all
naturally occurring, and poisonous.
‘All natural’ isn’t necessarily ‘green’.
http://kidfriendlyorganiclife.blogspot.com/20
13/04/have-you-been-greenwashed.html
http://sinsofgreenwashing.org/gamestools/name-that-sin/index.html
An environmental claim that may be
truthful but is unimportant or
unhelpful for consumers seeking
environmentally preferable
products. ‘CFC-free’ is a common
example, since it is a frequent claim
despite the fact that CFCs are
banned by law.
http://www.purspraypet.com/natural-fleacontrol/greenwashing-green-isnt/
http://sinsofgreenwashing.org/gamestools/name-that-sin/index.html
A claim that may be true within the
product category, but that risks
distracting the consumer from the
greater environmental impacts of
the category as a whole. Organic
cigarettes could be an example of
this Sin, as might the fuel-efficient
sport-utility vehicle.
http://louwynn.blogspot.com/2012/02/organ
ic-cigarettes.html
Environmental claims that are
simply false. The most common
examples were products falsely
claiming to be Energy Star certified
or registered.
http://sinsofgreenwashing.org/gamestools/name-that-sin/index.html
http://inhabitat.com/is-it-green-cordlessvacuum-cleaners/
http://blindedbythelightt.blogspot.com/2014
/01/meaningless-food-labels-we-tendto.html
http://sinsofgreenwashing.org/gamestools/name-that-sin/index.html
http://xen.com.au/brand-transparency-andbuilding-customer-relationships/