Shades of green marketing

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Webinar on green marketing topics, presented in 2010.

Transcript

  • | October 27, 2009

    Prepared and submitted by:BURNS MARKETING COMMUNICATIONS

    Shades of Green MarketingGoing Green without Going Overboard

    Copyright 2009. All rights reserved.

  • AGENDA Greening an officeGreen Ps_ Paper_ Printing_ Promotional items

    Green marketing GreenwashingGreen fatigue?Green conclusionGreen questions

  • GREENING AN OFFICE

    Running a green office is both good for the environment and the bottom line, as conserving resources and cutting waste saves money.

    Little things you can do at your company:_ Recycle paper, commingled containers, and ink

    cartridges/old computer equipment_ Set automatic duplexing on printers_ Install fluorescent/compact fluorescent light bulbs_ Turn off lights at night_ Program thermostat_ Use Energy Star appliances_ Bring reusable coffee mugs, plates, and utensils_ Opt for virtual meetings (conference calls, WebEx, etc.)_ Carpool_ Shut down (not just log off) computers at end of day_ Use less paper and buy recycled paper

    Look for a high percentage of post-consumer content and minimum of processed chlorine bleaching

    _ Switch to green cleaning products

  • GREEN Ps

    PaperPrintingPromotional items

  • GREEN PAPER

    Choose paper that is:_ Recycled, preferably 80- to 100-percent post-

    consumer waste (PCW)_ Chlorine free

    Elemental chlorine free (ECF) Totally chlorine free (TCF) Processed chlorine free (PCF) for recycled paper

    _ Uncoated_ Forest Stewardship Council (FSC) certified

    Contributes to conservation, responsible management, and community level benefits for people near the forests that provide the paper

    _ Made by renewable energy sources_ Treeless

    For example: hemp, kenaf, sugar cane, cotton, Cranes Denim Blues and Old Money, TerraSkin (made of stones), etc.

  • GREEN PRINTING

    Whats the problem with printing?_ The pulp and paper industry is the third largest

    industrial polluter to air, water, and land in the United States and Canada, and releases over 100 million kg of toxic pollution each year.

    _ Petroleum-based inks damage the environment and our health with volatile organic compounds (VOCs).

    _ The printing process itself is hazardous with the toxic pollutants such as solvents, shellacs, driers, and other solutions employed in producing film, printing plates, and cleaning presses.

  • GREEN PRINTING

    (continued)

    How can you print green?_ Use vegetable-based inks or soy inks instead of

    petroleum-based inks These alternatives are low in VOCs, made from a

    renewable resource, competitively priced, and make paper easier to recycle.

    _ Look for a printer that uses renewable energy sources (e.g., wind and solar power)

    _ Try waterless printing, which eliminates the dampening systems used in conventional printing

    _ Go digital, which avoids the film and chemicals in traditional printing

    _ Avoid bindings, adhesives, or foil stamps that render printed items unrecyclable

    _ Reduce ink usage by going with one- or two-color designs

    _ Save paper by using standard press size sheets

  • GREEN PROMO ITEMS

    Promotional products companies are capitalizing on the green movement.Examples of available items:

    _ Bamboo or organic cotton apparel_ Biodegradable plastic products (e.g., bags, pens, etc.)_ Recycled material shopping bags, portfolios, etc._ Recycled paper calendars, notepads, etc._ Recycled plastic cups, water bottles, Frisbees, etc._ No-battery and water-battery gadgets (e.g.,

    flashlights, clocks, calculators, disposable cameras, etc.)

    _ Eco-friendly golf balls_ Plants and seeds in biodegradable packaging

  • GREEN MARKETING

    Marketing of products, services, or companies that are presumed to be environmentally friendly, sustainable, or socially responsible.

    _ Ingredients/materials_ Packaging/design_ Production/manufacturing process_ Alternative energy_ Organic_ Local_ Fair trade_ Philanthropic_ Corporate social responsibility

  • GREEN MARKETING

    (continued)

    The five simple rules of green marketing: (Jacquelyn Ottman, MarketingProfs, November 20, 2007)

    _ Know your customer First, make sure that the consumer is aware of and

    concerned about the issues that your product addresses.

    _ Empower customers Make your customers feel that by using your product, they

    can make a difference (either alone or together with all the other users). Empowerment is the main reason consumers buy green products.

    _ Be transparent Consumers must believe the legitimacy of your product

    and the specific claims youre making. Theres a lot of skepticism out there now because of greenwashing.

    _ Reassure the buyer Consumers must believe your product does what it is

    supposed to do they wont forgo product quality to save the environment.

    _ Consider your pricing Make sure consumers can afford a premium price and feel

    its worth it.

  • GREEN MARKETING

    (continued)

    Generation Ys favorite green brands (Outlaw Consulting survey):_ Companies that are going beyond the niche segment

    of hard-core Greenies to win-over Gen Y (ages 21-29) influencers.

    _ These brands are not necessarily the leaders in the issues of sustainability, but they are trendsetters in image categories.

    _ Qualities of these standout companies include: Trailblazers that went green long before competitors. Brands with clean, minimalist design. Products in categories that are key to basic needs (e.g.,

    food, clothing, health/beauty).

  • CASE STUDIES

    Sprint Reclaims some green cred._ The green-themed smart phone is loaded with green

    content, eco-conscious accessories, and sustainable packaging.

    Content from Planet Green provides basic green info Preloaded eco-sonic ringtones including chirps and

    ribbits More environmentally-conscious instruction book Postage-paid recycling bag included for your old phone

    _ 80-percent is recyclable material, 40-percent of the casing is made from corn-based bio-plastic bulk of other phones are also made of recyclable material.

    _ Sprint is committed to recycling 90-percent of the phone they make by 2017.

    _ Green or greenwash? They have taken real steps towards cleaning up an

    industry that contributes an incredible amount of material into the global e-waste stream. Timothy B. Hurst

  • CASE STUDIES

    Burts Bees attacks the ingredient, not the brand._ Consumers can easily get confused by what

    constitutes natural products, and are unwittingly buying products with ingredients they want to avoid.

    _ To address this confusion, Burts Bees advertising depicts the difference between the benefits of natural ingredients in their products versus the surprising, icky ingredients in non-natural products.

    _ In this ad, petroleum, which is found in many lip balms, is defined as a nonrenewable hydrocarbon made from crude oil sometimes used to stop corrosion in car batteries.

    _ Beeswax, on the other hand, is a naturally replenishing moisturizer made by bees.

  • CASE STUDIES

    Tide Coldwater a benefit shift._ While many green products focus on the environmental

    benefits, Tide Coldwater promotes consumer savings.

  • CASE STUDIES

    Levi Strauss practices Goodwill._ The beginning and ending of jeans lifecycle are the

    most carbon/energy intensive parts of the chain._ Levis Strauss is working to increase its use of organic

    cotton, but what are they doing for the end of the lifecycle?

    _ A partnership with Goodwill encourages Levi owners to donate their jeans rather than toss em.

    _ The Levi Strauss/Goodwill partnership helps to: Prevent jeans from landing in the landfill. Provide clothing to people in need. Supply job training for at-risk populations.

  • CASE STUDIES

    Agency raises clean water awareness._ A Belgian agencys pro-bono creative grabbed peoples

    attention on the issue of clean water. Every 15 seconds a child dies from a disease caused by

    lack of clean drinking water.

    _ A boy would run into live broadcasts and grab a glass of water, drink it, then run off again.

    _ Only producers, not the on-air talent, were informed of the stunt to keep the reactions as real as possible.

    _ The message was that its not so normal to have a glass of water its not in reach for millions of people.

    _ The live interruptions were gathered and broadcast as a commercial that explained who was behind the events and why.

    _ The effort raised 3.3 million euros (1 million from the Belgian government).

  • CASE STUDIES

    Denver Water uses only what it needs. _ Denver Waters campaign (by Sukle) to help conserve

    during the summer months in Colorado.

  • GREEN WASHING

    Greenwashing describes the act of making an unsubstantiated or misleading claim about the environmental soundness or benefits of a product, service, technology, or company practice.Greenwashing is essentially an environmental twist on whitewashing a coordinated attempt to hide unpleasant facts, especially in a political context.Greenwashing watch sites:

    _ Greenwashing Index (EnviroMedia)_ Stop Greenwash (Greenpeace)

    A 2008 survey shows that a rising number of Americans (currently 68-percent) think companies exaggerate their environmental initiatives.

  • GREEN WASHING

    (continued)

    The six sins of greenwashing (TerraChoice):_ Sin of the hidden trade-off

    Suggestion that a product is green based on an unreasonably narrow set of attributes without attention to other important environmental issues.

    _ Sin of no proof An environmental claim that