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Green Markets & Marketing, Sustainability Value Mapping
1.
UL Environment –
TerraChoice Making Green Make Sense Making & Selling Greener Products in 2012 Libby Bernick Vice President, UL Environment elizabeth.bernick@ul.com © 2012 Underwriters Laboratories Inc.
2.
Source: TerraChoice
3.
Complicated Markets
Talk to the hand. RAW NUTZ* HERBs* MOSS* WEEDs* SCUM* Righteous & Willing Hopeful Masses Of Waiting for Stubborn Comatose Nature Unspoiling Eco-Ranting Sustainable Everyone Else Undereducated Total Zealots Buyers Demographic Mainstream Starters
4.
Complicated Markets
RAW NUTZ* HERBs* MOSS* WEEDs* SCUM* Righteous & Willing Hopeful Masses Of Waiting for Stubborn Comatose Nature Unspoiling Eco-Ranting Sustainable Everyone Else Undereducated Total Zealots Buyers Demographic Mainstream Starters
5.
Complicated Products
5
6.
Complicated Laws
6
7.
7
8.
Eco-labeling: Problem •
A dime a dozen • We bought this one online for $15 8
9.
…….and Solution
9
10.
Greener Product World
10
11.
Companies Improve
Less greenwashing 11
12.
Recommendations: Greener Product
Success External Internal Market Drivers Value Proposition NGOs Sustainability Value Competitors Corporate Mapping Customers Gov’t Brand Product Final Product Users Sustainability Value Mapping Science-based strategies that resonate with customers 12
13.
Recommendations: Greener Product Success 1.
Sustainability Value Mapping 2. Transparency 3. Incremental progress, without overstatement 4. Third-party certifications 5. Journey 13
14.
THANK YOU. Libby Bernick Vice
President, UL Environment elizabeth.bernick@ul.com