Marketing cleantech to green skeptics

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Marketing Cleantech to Green Skeptics

Trudy Heller, Ph.D.

Executive Education for the

Environment

Cleantech Finland

13 May 2013


It takes engagement by decision makers

“If you think the business case alone is going to win over the bosses, think again... So you have to deal with your decision makers as people”

--ethical corporation


Many people who feel passionately about sustainability cannot relate to those who have a harder time understanding the need for change…..


I. Engage The Al Gore Quiz

Friends of

Al Gore

Climate

Change

Skeptic Precautionary

Principle


2. Synthesize


“Garbage Can” of Problems and Solutions

Problems

Energy cost

Waste disposal

Water use/discharge

Hazardous materials

End of Life responsibility

Solutions

Design for Env

EMS

GRI

Green chemistry

Life cycle analysis


II. Synthesize Second Industrial Revolution - Natural Capitalism, Hawken, Lovins & Lovins

I. Scarce labor, plentiful natural resources.

II. Now: plentiful labor, scarce resources.

Fish, or boats and nets?


III. Be Provocative

Which solution is more advanced?


Eliminate the Concept of Waste


IV. Use Humor


V. Be Hopeful

… I now have knowledge of many more business

opportunities.

…really inspiring….very intriguing and uplifting

If we have any hopes of a sustainable future, this

form of thinking is the way..


Five Strategies for Dealing with Green Skepticism

I. Engage

2. Synthesize

3. Give Hope

4. Provoke & 5. Humor


Thank you!

For more information:

[email protected]

www.ExecEd-environment.com

http://www.execed-environment.com/



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Marketing cleantech to green skeptics