GREEN MARKETING

EYES WIDE OPEN

TORONTO

SUSTAINABILITY AND GROWTH

THE DILEMMA

THE TREND

HOW TO BECOME A SUSTAINABLE COMPANY

• REFRAMING COMPANY IDENTITY

• Leadership Commitment

• External Engagement

• Example: NATURA

STAGE ONE STAGE TWO

• CODIFYING THE NEW IDENTITY

• Employee Engagement

• Mechanisms for Execution

• Example: DOW CHEMICAL

SUPPORTIVE CULTURE• Change Capabilities

• Innovation

• Trust

TORONTO: LIVE GREEN

• Live Green Education/TED TALKS

• Recycling/Act on knowledge

• Green your House/Your Business

• Green Roof/White roofs

• Toronto Composting/Get growing (PDF)

• Toronto Community Gardens

• City tap water vs. Bottled water

• Queen of Green (David Suzuki)

• CHANGE YOUR FOOD/TED TALKS

• Cycling Routes/Map/ BOGOTA www.toronto.ca/livegreen

TORONTO: RECYCLING

• WASTE WIZARD

• BLUE BIN

• GARBAGE BIN

• GREEN BIN

• YARD WASTE

• OVERSIZE AT CURB

• ELECTRONICS

• DROP-OFF DEPOTS

• PALATINO ***WASTE WIZARD

www.toronto.ca/livegreen

TORONTO: RECYCLING

• P

• O

• S

• T

• E

• R

TORONTO: GREEN YOUR HOUSE

• REDUCE

• Recycle/Reuse/Regift

• LED lights/CFL bulbs

• Inefficient appliances

• Think solar

• CANADA: Trees for shade/ Sun for heat

• Local Food/Locavore

• Vegetarianism and methane gas?

• Bike to work/Walk

• Hybrid Car (Prius/Focus)

TORONTO: GREEN ROOF

whiteroofproject.org/www.toronto.ca/greenroofs

TORONTO: COMPOSTING/COMMUNITY GARDENS

www.tcgn.ca

www.ted.com/talks/stephen_ritz_a_teacher_growing_green_in_the_south_bronx

VANCOUVER: MARKETING GREEN

www.vancouver.ca/green-vancouver

www.vancouver.ca/green-vancouver/sustainable-programs-for-businesses

CITY WATER vs BOTTLED WATER

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www.storyofstuff.org

CASE STUDY UNIT 7

QUESTIONING GREEN MARKETING

• What GREEN MARKETING is your company involved in? Internally? Externally? How can one MARKET green? Is green a passing TREND?

• How can company leaders foster SUSTAINABILITY within their company? How do they transform the company´s IDENTITY in this direction? What kind of EXTERNAL help/engagement is required?

• Why are there no COLOMBIAN green companies in the top global 500? How can WE change this? What factors INHIBIT green change? www.thedailybeast.com/newsweek/features/green-rankings/2011/international

• How to deal with the dilemmas of SUSTAINABILITY and GROWTH? Have you watched Al Gore’s AN INCONVENIENT TRUTH (available on TED)? Other documentaries?

• How do you get employees ENGAGED in this process? What MECHANISMS/STRATEGIES for execution can you think of? Have you had green EXPERIENCES?

• Is a green culture MORE/LESS productive? Can you provide EXAMPLES? (Ford, Natura, IBM)

• BUT MOST IMPORTANT: How GREEN are YOU?

WASTELAND: OUR GARBAGE

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“What I really wanted to do was to be able to change the lives of a group of people with the same materials that they work with everyday.”

www.wastelandmovie.com