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
QuickTime™ and a decompressor
are needed to see this picture.
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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are needed to see this picture.
“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