Green marketing has been stained by exaggerated claims of superficial benefits to the environment – “greenwash” -- leaving a skeptical consumer public and drawing increasing regulation by the FTC. Jim Nail of Speaking Sustainability, will lead the discussion with other industry experts to provide a framework, show examples and discuss successful strategies for making sustainability a core element of your brand.

1. Green Marketing
The Good…the Bad…
And Beyond
SPEAKING SUSTAINABILITY

2. Speakers
Jim Nail Felice
Kincannon
Speaking
Sustainability
SPEAKING SUSTAINABILITY

3. Agenda
History of Green Marketing
What s wrong with Green Marketing
Can it be fixed?
Beyond…
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4. Green Claims are Booming
Source: The 7 Sins of Greenwashing
TerraChoice, April 2009

5. AHistory of Green Marketing
Sh ort
1990 1994
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6. AHistory of Green Marketing
Sh ort
1994 1996 2000
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7. AHistory of Green Marketing
Sh ort
2000 2010
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8. What s Wrong with Green?
Sayin it s green don t make it so
The fig leaf strategy
Hijacking the concept
Nobody s perfect
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9. The Language of
Green Marketing

10. Say it ain t so…natural
Active ingredient: Pyrethrin
Though natural , pyrethrin is
classified by the EPA as a
restricted use pesticide

11. The Certification
of Green

12. America s Most Admired Companies The World s Most Reputable Companies
-Fortune -The Reputation Institute
The Harris Interactive Reputational Quotient World s Most Respected Companies
-Harris Poll -Barron s
Top 10 Companies for Executive Women Top Companies for Women Executives
-DiversityInc -NAFE
100 Best Companies for Working Mothers Top 50 Companies for Diversity
-Working Mother -DiversityInc
Energy Program of the Year Top Company to Work for in India
-Platt s Global Energy -Great Places to Work Institute
MBA 100 Five Best Places to Work in Sweden
-Fortune -Veckans Affarer
and 10 more…

13. Highjacking the Concept

14. Nobody s perfect
DMDM hydantoin –
antimicrobial
formaldehyde
releaser preservative

15. The k-cup dilemma: Fair Trade
coffee vs. unrecyclable
packaging

16. What Went Wrong with Green?
Superficial attributes
Exaggerated claims
Lack of substantiation
Obfuscation
Oversimplification

17. Can Green Marketing be Fixed?
FTC Green Guides increasing muscle
General Benefits
Certifications
Degradable and Compostable
Recyclable
Renewal Materials/Energy
Carbon Offsets
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18. Can Green Marketing be Fixed?
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19. Beyond Green
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20. Beyond…
…Green Marketing… …to… …Sustainability Communications
Business
Product Focus
Focus
Claims Goals
Brand image Transparency
Solution Facilitator
Perfection Progress
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21. Marks & Spencer
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26. Beyond…
Product…
…to touch all relevant aspects of the business
Claims…
…to promote goals and strategies
Brand image…
…to transparency of performance
Solution…
…to involve audiences
Perfection…
…to report progress
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27. Thank you!
Q&A
Jim Nail Felice
Kincannon
Jim@SpeakingSustainability.com
www.felicekincannon.com
http://speakingsustainability.com
SPEAKING SUSTAINABILITY