11. People Planet
Profit
Dit plaatje kennen we allemaal
12. Efficiency Effectiveness
Doing the things right Doing the right thing
Driven by Business PROPOSITIE Driven by Business
know how know why
KOSTEN INKOMSTEN
THE BUSINESS REALITY
ACTIVITEITEN RELATIES
GRONDSTOFFEN SEGMENTEN
PARTNERS KANALEN
THE ECOSYTEM THE HUMAN WORLD
MVO INNOVATIE
13. #4
DUURZAAMHEID IS EEN
OPPORTUNITEIT VOOR
INNOVATIE EN CREATIEF
ONDERNEMEN
14. Gebrek aan inspirerende voorbeelden is een
belangrijke rede waarom duurzaamheid vaak zo ver
weg en zo saai lijkt.
15. VERBLIJFSERVARING
Vakantiepark dat bestaat uit boomhutten
van bekende en jonge designers
(Treehotel, Zweden)
16. WEEKENDTOERISME
Prefab Ecopods om een weekendje gezellig naar
de sterren te kijken (Carre d’Etoiles, France)
18. DUIKTOERISME
Duurzaamheid biedt de kans om een
onvergetelijke verblijfservaring te
realiseren
(Seaventures Dive Resort, Indonesië, Borneo, Filipijnen)
25. #4
OOK BESTAANDE
BEDRIJVEN ZIJN ERMEE
AAN DE SLAG
26. Planet me demonstrates all small steps and
initiatives TNT takes towards its ultimate goal:
planetme.tnt.com Code orange programm to improve CO2
efficiency of core operational activities
Choose orange programm to engage employees to
make happen the overarching challenge
Count Carbon measuring and
monitoring C02
“TNT wil het eerste klimaatneutrale
transportbedrijf ter wereld worden”
27. Ecomagination organizes contests among
visionaires, inventors and students
Via augmented reality, GE involves
US Citizens with the future
advantages of the smart Grid
Online, Ecomagination provides
a rich media educational platform
demonstrating the Smart Grid in terms of
ecology, technology and economy
Ecomagination is an image and Ecomagination opens its brand to
CSR- vehicle for General Eelectric
co-invest and promote new
technologies with other big players
General Electric betrekt Amerikaanse
burgers bij het smartgrid project
31. 7 BUILDING BLOCKS
1
UNIQUE EXPERIENCE WORTH
SHARING
2
ENGAGED INCUBATION
GROUP
3
CONNECTION TO A BIG IDEAL
4
POWERFUL BELIEF SYSTEM
5
MEASURABLE DIFFERENCE
6
CREDIBLE INTENTION
7
EASE AND ATTRACTIVENESS
32. 7 BUILDING BLOCKS (country cleanup)
1
UNIQUE EXPERIENCE WORTH
SHARING
2
ENGAGED INCUBATION
GROUP
3
CONNECTION TO A BIG IDEAL
4
POWERFUL BELIEF SYSTEM
5
MEASURABLE DIFFERENCE
6
CREDIBLE INTENTION
7
EASE AND ATTRACTIVENESS
33. 7 BUILDING BLOCKS (zipcar)
1
UNIQUE EXPERIENCE WORTH
SHARING
2
ENGAGED INCUBATION
GROUP
3
CONNECTION TO A BIG IDEAL
4
POWERFUL BELIEF SYSTEM
5
MEASURABLE DIFFERENCE
6
CREDIBLE INTENTION
7
EASE AND ATTRACTIVENESS
34. 7 BUILDING BLOCKS (talking tree)
1
UNIQUE EXPERIENCE WORTH
SHARING
2
ENGAGED INCUBATION
GROUP
3
CONNECTION TO A BIG IDEAL
4
POWERFUL BELIEF SYSTEM
5
MEASURABLE DIFFERENCE
6
CREDIBLE INTENTION
7
EASE AND ATTRACTIVENESS
36. What it is
Green wash
(grēn'wŏsh', -
wôsh')
“verb: the act of misleading consumers regarding practices of a
company or the environmental benefits of a product or service.”
37. What it is
Spending more on advertising green then actual investing in
sustainable action
Like BP, ”Beyond Petroleum in 2008”: 45 million in renewable
versus 5 billion on oil exploration in Alaska
42. CULTURAL CREATIVES | LOHAS | NEW
WORLD’S | BLUE GREENS | POSITIVE
CHOSERS ...
high-educated, involved, opinionated, active, merely
urban, double income, early-adapting, ...
And marketers are starving to get them
43. Isn’t this how you would think
of advertising milk?
We are educated to make things look nice
44. 1
HARM CORPORATE IMAGE
WHY AVOID GREENWASHING ?
2
HARM SUSTAINABLE
TRANSITION MOVEMENT
3
35/31% OF CONSUMERS
DON’T BELIEVE ECO-CLAIMS
4
ATRACT ACTIVISM
5
BAD TRACK RECORD STICKS
LONGER THEN GOOD
RECORD
6
WE LIVE IN TIMES WHERE
NOTHING CAN STAY
UNCOVERED
7
ITS SIMPLY ANNOYING
46. CUT OUT AND KEEP
“The seven sins of Greenwashing”
1. The sin of suggestive pictures
>>> Suggestieve beelden
2. The sin of the hidden trade off
>>> Verborgen valkuil
3. The sin of no proof
>>> Geen bewijs
4. The sin of vagueness
>>> Vaagheid
5. The sin of irrelevance
>>> Irrelevantie
6. The sin of lesser of two evils
>>> Kiezen tussen pest en cholera
7. The sin of fibbing
>>> Liegen
47. 7 SINS OF GREENWASHING
1
THE SIN OF SUGGESTIVE
PICTURES
2
THE SIN OF THE HIDDEN
TRADE OFF
3
THE SIN OF NO PROOF
4
THE SIN OF VAGUENESS
5
THE SIN OF IRRELEVANCE
6
THE SIN OF LESSER OF TWO
EVILS
7
THE SIN OF FIBBING
48. 7 SINS OF GREENWASHING
1
THE SIN OF SUGGESTIVE
PICTURES
2
THE SIN OF THE HIDDEN
TRADE OFF
3
THE SIN OF NO PROOF
4
THE SIN OF VAGUENESS
5
THE SIN OF IRRELEVANCE
6
THE SIN OF LESSER OF TWO
EVILS
7
THE SIN OF FIBBING
49. Make sustainability work
where it belongs: in
industries, society, in
consumer markets, in the
conversation and in
between peoples ears
faith
THE BUSINESS REALITY
facts
THE HUMAN WORLD
THE ECOSPHERE fun
50. Als we een duurzame toekomst
bouwen, moet het er een zijn waar we
met zijn allen met plezier in willen
leven
(Carlo Petrini, Slowfood foundation)
51. www.studiospark.eu
Bedankt voor jullie Stefaan.vandist@studiospark.eu
aandacht! 0496 60 93 01
Vragen? Studio Spark
Willem Linnigstraat 13
2060 Antwerp
[ Tom ] [ Stefaan ] [ Bart ]
@talkwithSpark