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Keynote by Kate L. Harrison, Founder of GreenBrideGuide.com
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introduction
Masters of Environmental Management
JD in Environmental Law
Author of the best-selling green
wedding book
Founder of premier green wedding website WWW.GREENBRIDEGUIDE.
COM
agenda
Why
Green Weddings & Events?
Top
Trends of 2014
10
Green Marketing Tips
measuring impact
Average 400 lbs of garbage 320 million lbs.
Average 63 tons of CO2 50 million tons
8.3 million cars
every choice makes a difference!
Example: aisle runners
a quick history of green weddings
GREEN WEDDINGS are not “new,” per se. Until the 1960s women often wore their mom’s gowns and had weddings at home. Recessions and DIY go hand-in-hand. Families will often do their own catering and/or create their own flower arrangements, invitations, etc.
a quick history of green weddings
“Green weddings” as a concept emerged in the 1990s Originally counter-culture (vegan, in the woods, hippie weddings) In early 2000s the idea of “Eco-chic” began and eco-weddings moved mainstream.
the green aesthetic
Though some of the green options available today still have an “organic” look and
feel, many other choices are indistinguishable from their conventionally produced
counterparts.
Today couples are not just going for a green aesthetic, but are also looking to have
their weddings embody larger environmental and socially
conscious themes.
how green is green?
In practice, a green wedding is any celebration where the couple tries to decrease the impact of their event on the environment.
Some couples only want to include one or two elements while others want to be as green as possible.
In practice, a green wedding is any celebration where the couple tries to decrease the impact of their event on the environment.
In practice, a green wedding is any celebration where the couple tries to decrease the impact of their event on the environment.
a growing market
78% of couples are looking to include
green elements in their weddings this year
26% plan to use
locally-sourced products
25% want to use recycled
materials
top 5 global wedding trend
Green is the new white!
When wedding spending dropped 25%, green wedding spending increased 6% (The Wedding Report).
Celebrities are embracing green weddings and events!
DEDICATED TO GREEN: Willing to spend 27% more on average and up to 2x more
green couples make great clients
By catering to the green market you can attract well-educated, eco-savvy consumers who are:
WOMEN: 95% female
EDUCATED: 90% are college graduates
WEALTHY: 65% earning more than $50,000 per year
SOCIAL: 84% on Facebook
MOBILE: 92% own smart phones
IN CHARGE: these women make 80% of household buying decisions.
green celebrations are also on the rise
BAR MITZVAHS BIRTHDAY PARTIES
VOW RENEWALS ANNIVERSARY PARTIES
consumer desires & barriers
THEY WANT TO GO GREEN BARRIERS
Consumer attitudes
Are open to switching brands to go green
Are willing to pay 10% more; 17% will pay up to 25% more
Would buy more green products if they could easily find them
Are concerned about toxic chemical exposure
62%
66%
67%
83%
86% Don't want to go out of their way
85% Concerned
about "green
washing"
83% Want more
variety
greenwashing
Greenwashing is the passing off of conventional products as eco-friendly.
EXAMPLES FROM THE WEDDING INDUSTRY: Conventionally produced cotton gowns Balloons with plastic strings Wildflower seed paper made in China Bridesmaid gowns “you can wear again” Hand painted or assembled products that are conventionally produced Anything that is “recyclable” Regular petroleum-based candles
green event professionals add value
A “one stop shop” for green weddings with everything they need to plan a hassle-free green event Someone who can recommend green products and services for any “look” & can protect them from “greenwashing” Someone who understands the how and the why of what they are doing. An ally.
agenda
Why Green Weddings
& Events?
Top Trends of
2014
10
Green Marketing Tips
digital event sites with matching invitations
mywedding.com has free wedding websites
playing with petals
EXAMPLE
Flyboy Naturals on Green Bride Guide sells pesticide-free petals in every shade
sophisticated LED lighting
mason jars
colorful wedding gowns
Peace silk gowns by Chrissy Wai-Ching
sustainable accessories
Retro accessories Eco-friendly jewelry
Colorful vegan shoes Fair trade wraps
edible flower arrangements
Incorporating food in surprising ways
moss and grass decor
upcycled buttons & brooches
Images available at h.p://pinterest.com/greenbrideguide
microbrews and microtreats
Local and organic finger foods and local beers
utensils
Colorful compostables and eco-disposables
cake toppers
DIY and retro style
green event professionals add value painted cakes
seeded favors
Tree and seed favors – plantable paper, bulbs, small potted plants
registry
CHARITY REGISTRIES
CASH REGISTRIES
GREEN REGISTRIES
reselling, recycling & donating
creative reuse
Floral Expressions Cards
green evnt professionals add value agenda
Why Green Weddings &
Events?
Top Trends of
2014
10 Green Marketing
Tips
step 1: green your business
Simple ideas include:
Go paperless and virtual
Use recycled paper
Change your bulbs
Choose reusables
Use green cleaning products
Carbon offset your transportation
Switch to green web hosting
Create a portfolio of
green designs
Take a certification course to deepen your knowledge
step 2: showcase your green choices
Add a going green section to your
website
Create a green missions statement
1 2 3 4 Add the recycled
symbol to your business cards and marketing materials
Join local green business groups
Feature your green badges and associations
Attend green events and expos
5 6 7 8 Build a local
network of green vendors
Give out green merchandise
step 3: build green SEO
Create green blog content for your site – especially with a local focus
Guest post on green topics
Submit your green event photos to larger sites
Create green Pinterest boards
Add green keywords to your online profiles (e.g. on mywedding.com)
Write a green press release and send to PR Web and local media
Make green ads and buy ad space in green publications
green wedding certification course details
20 hours – online self-paced
Easy short video and online quiz format made for working professionals
Badge, printed certificate, table tent, and decal
Worth 2 ABC points
Usually $395 but $100 OFF with code ISES by April 30th = $295
www.GreenBrideGuide.com/Classes
Listing on Green Bride Guide
