2. #ClaimingGreen #HamCLS #SHevents #HamOnt
Community-based Leadership in Sustainability
Focus on connecting future leaders, institutions, businesses, and the local community, so
that we may strengthen our collaborative potential and work together to reach our
individual and collective goals.
4. #ClaimingGreen #HamCLS #SHevents #HamOnt
SPN Executive Board
Maria Topalovic, Chair
Matthew Sweet, Vice-Chair, Webmaster
Jayde Liebersbach, Secretary/Tresurer, Graphic Designer
Peter Topalovic, Collaborations Coordinator
Jay Carter: Sustainability Coordinator
Kate Whalen: Educational Programs Coordinator
Liz Nield: Sustainable Hamilton Liaison
Student Contributors
Chitman Josan, McMaster Student Intern
Candice Persich, Mohawk Photography Student
CLS Organizing Committee
5. A group of sustainability professionals developing a network to
connect existing groups and individuals working in, studying, and
interested in developing a more sustainable community in Hamilton.
What is SPN?
Focus Areas:
Community Projects
Networking & Mentorship
Outreach & Volunteering
Education & Stewardship
Hamilton is at a tipping point for environmental, economic and
social change. Let’s work together toward the opportunity of a
more sustainable future.
#ClaimingGreen #HamCLS #SHevents #HamOnt
6. Want to get involved with
the Network?
Join our mailing list or participate in our planning team to
shape the future of the SPN.
Email us at: hamiltonspn@gmail.com
Join the sustainability conversation and connect with us on
Twitter: @hamiltonspn
Facebook: facebook.com/hamiltonspn
#ClaimingGreen #HamCLS #SHevents #HamOnt
7. Claiming Green Overview
7:00-8:30
Speaker Presentations
Mike Sawchuck; Peter Baraniecki; Roger Abbiss
8:30-8:45
Break
8:45-9:15
Panel Discussion & Q&A
Moderator: Sandi Stride, Sustainable Hamilton
9:15-10:00
Networking
8. Take Part During and After the Event
Twitter
#HamCLS
#ClaimingGreen
#SHevents
Tell us how we did!
Take our survey by January 29th
Re-live the event
HamiltonSPN.com
9. Sustainable Hamilton…
helping to create
sustainable prosperity
for Hamilton and
Burlington
by inspiring and
rewarding
sustainability
leadership in our
business organizations.
12. What Will We Review?
1) Greenwashing – extent; what is it; 7 sins
2) Under the Lens: Claiming Green; Shelton
Group Study (2014)
3) The Sustainability Communications Curve
4) Eco-Labels
5) Key Take-Aways
6) Questions
12
13. 1) Greenwashing … Why the
Increased Demand?
- People would like safer products
…safer for the users, occupants and visitors
of the facilities where being used
…and safer for the environment
13
15. Problem
- As the market grows, so does the use of
vague and misleading claims in order to
drive sales
- Some claims reflect honest efforts to
promote products
- Some are not
- Result = confusion, suspicion
15
17. 17
Sample of Vague and Misleading
Environmental Claims
• Eco-safe
• Environmentally friendly
• Earth friendly
• Earth smart
• Environmentally safe
• Environmentally preferable
• Essentially non-toxic
• Practically non-toxic
• Made with non-toxic
ingredients
• Degradable
• Biodegradable
• Compostable
• Environmentally safe
• CFC-free
• Ozone friendly
• Recyclable
Original Source: Kirsten Ritche, Gensler
* Without substantial qualifying language
18. The Environmental Claims
Challenge
18
• All environmental claims are contextual.
• The validity of any claim, according to the U.S.
Federal Trade Commission (FTC), is dependent
upon how a typical consumer interprets the claim.
• If the typical consumer interprets a claim in a way
that makes the claim misleading, the claim is
misleading.
• As a result, it is difficult to provide explicit advice for
making environmental claims.
19. Beware of Greenwashing
Green∙wash (gr n'w sh', -wôsh')ē ŏ – verb: the
act of misleading consumers regarding the
environmental practices of a company or the
environmental benefits of a product or service
WARNING:
Learn to ask critical questions or you might be selling
or buying products with creative marketing rather than
products with legitimate environmental benefits.
20. Seven “Sins” of Greenwashing
• Defines the most
common deceptive
green claims
• Recommends ways
to avoid making false
claims
• Based on regulatory
frameworks including
the ASA, FTC, US
EPA, and Canadian
Competition Bureau.
21. Seven “Sins” of Greenwashing
- 2007 – The Six Sins of Greenwashing
- 2009 – The Seven Sins of Greenwashing
- 2010 – The 2010 Sins of Greenwashing
21
23. Sin of Vagueness
A claim that is so poorly
defined or broad that its
real meaning is likely to
be misunderstood by
the consumer.
24. Sin of Irrelevance
An environmental
claim which may be
truthful but is
unimportant or
unhelpful for
consumers seeking
environmentally-
preferable products.
25. Sin of No Proof
An environmental claim
that cannot be
substantiated by easily
accessible supporting
information or by a
reliable third-party
certification.
26. Sin of the Hidden
Trade-Off
A claim suggesting
that a product is
‘green’ based on a
narrow set of
attributes without
attention to other
important issues.
27. Sin of Lesser of Two
Evils
A claim that may be
true within a product
category but
distracts the
consumer from the
greater
environmental
impacts of the
category as a whole.
28. Sin of Worshiping False
Labels
A product that,
through either words
or images, gives the
impression of third-
party endorsement
where no such
endorsement exists;
fake labels, in other
words.
29. Applying the “Seven Sins”
www.sinsofgreenwashing.org
Hidden Trade Off
Is the “green” claim restricted to just one, or a
narrow set of environmental issue(s)?
Vagueness
Is the meaning of the claim specific and self-
evident?
Irrelevance
Could all other products in this category make
the same claim?
Fibbing Is the claim true?
Lesser of Two Evils
Is this claim trying to make consumers feel
‘green’ about a product category that is of
questionable environmental benefit?
No Proof
Does this claim provide consumers evidence
that the claim can be substantiated?
Worshipping False
Labels
Does this claim (or image) give the wrong
impression of third-party endorsement?
30. U.S. Federal Trade Commission
Green Guides
30
•Statement of Basis and Purpose
provides guidance on acceptable
environmental marketing claims.
•All marketing claims must adhere
to the guidance.
•Originally published in 1992 with
revisions in 1996, 1998, and
October of 2012.
•Contains relevant information
including guidance on how to make
claims with examples by type.
www.ftc.gov/os/fedreg/2012/10/greenguidesstatement.pdf
31. 2) Under the Lens: Claiming
Green
Through a survey of over 1017 consumers and
41,796 head-to-head comparisons of green
product claims (including certified, valid but not
certified, and greenwashing/problematic claims),
assess the impact that green product claims
have on consumer preference and perceived
brand value.
Conducted by the Shelton Group in 2014
http://environment.ul.com/claiminggreen
31
32. Under the Lens: Claiming Green
- If you have the time, and the expertise, and are
able to get all the necessary information from
the suppliers, then you can do your own
evaluation and assume responsibility for the
validity of the information and decision.
- If you do not have all – the time, the expertise,
and all the required information – you are at the
mercy of the supplier.
- Like if requiring a licensed electrician or plumber,
ensure the product is certified where there is a
criteria/standard.
32
33. Under the Lens: Claiming Green
For business decision makers, certifications
are critical for saving time and protecting
reputation:
- Certifications are thought to reduce risk and potential blow-back
from bad recommendations. That is, they help insure quality.
- Industry professionals don’t have the time to research every claim
and there is still a great deal of skepticism about un-verified claims.
That is, certifications save time in product research/selection.
33
34. Your Customer’s Concerns About
Sustainability Issues
VolumeofSustainabilityInformation
DesiredbyYourCustomer
Issue Specific
Interest
Structured Data
Reporting
Data Mining
LCAs &
EPDs
User
customizes
verified eco-
information
priorities.
Multi-Attribute
Focus
Low
High
3) The Sustainability Communications Curve
As your customers learn more about human health and other sustainability issues, your customers will
demand additional information from you about your products and services. UL offers a variety of
communication tools to meet your customers information needs.
Don’t Know;
Don’t Care
No
sustainability
communication
needed
Achievement-Based Communication Data-Based Communication
UL Environment
36. Rough History of Eco Labels
Increasing Clutter >440 Labels Today
36
Year
NumberofLabels
2000 20201995
400
1980 1990 20101970
Blue Angel,
Germany
(1978)
EcoLogo,
Canada
(1988)
Green Seal,
USA (1989)
Energy Star,
USA (1992)
WaterSense,
USA (2000)
GREENGUARD,
USA (2001)
DfE, USA
(1997)
LEED, USA
(1994)
UL Environment,
USA (2010)
Global
EcoLabelling
Network founded
w/ 12 members
(1994)
37. International Organization for
Standardization (ISO)
Type 1 (ISO 14024:1999) – labels and certifications/declarations affirm
compliance with pre-determined, multi-attribute, lifecycle-based
environmental performance requirements for products within the
same category. ECOLOGO for example.
Type 2 (ISO 14021:1999) – labels and declarations reflect self
declaration by the manufacturer for the environmental performance
claims. The environmental performance criteria have neither been
defined nor accepted, and have not been independently verified.
Type 3 (ISO 14025:2006) – labels and certifications/declarations
present objective, quantifiable, lifecycle-based environmental
information about a product in a consistent manner. Environmental
Product Declarations for example.
37
39. Learn to Ask About
- Validity & transparency of the standard
- Standard setting process
- Verification process
- Attributes evaluated
- Post certification compliance
39
40. 5) Key Take-Aways
• Demands for Green/Sustainability information
and transparency are increasing.
• 95% of Green/Sustainability Claims are false.
• Green/Sustainability and Transparency tools are
widely available.
• Unless you have the expertise, and the time,
and all the necessary information from the
suppliers, ask for proven/recognized 3rd
party test
results, validations, certifications.
Notas del editor
The Community-based Leadership in Sustainability (CLS) initiative is aimed at developing a culture of sustainability through education, community engagement, and collaboration that inspires practical implementation. We feel that to advance sustainability as a community, it is important to connect future leaders, institutions, businesses, and members of the local community, so that we may strengthen our collaborative potential and work together to reach our individual and collective goals. The central focus of the CLS initiative is to host a series of educational and networking events on topics related to sustainability. Our first event, Love your Streets: Hamilton's Changing Transportation Network, which took place November 26th, brought together nearly 200 people from diverse areas of the community.
We want to send our sincerest appreciation to all the organizations who have contributed in various ways to and provided support to enable the organizing committee in the work they do for the event.
To the wonderful people at AGH who do such a great job with the fantastic venue and catering.
Not at all least, we would like to thank all of those who helped us spread the word and promote this event and the CLS initiative. Another great turnout and we could not have reached as many people as we have, without a great deal of help.
And without further adieu, lead into Sandi [Kate to get blurb from Sandi] THIS SHOULD BE MOVED TO
I want to take a moment to mention the volunteers who work to facilitate these events.
The CLS Organizing Committee, which is made up of the SPN Exec Board (list names)
As well as student interns from McMaster and Mohawk (List names)
All wearing an SPN button, so feel free to find us with any questions or comments.
A dedicated network of professionals, entrepreneurs, technical and creative people in Hamilton committed to a healthier and more sustainable Hamilton.
Bring like-minded sustainability groups and individuals together to achieve common goals, through identifying community needs and establishing projects to help meet those needs.
Promote environmental stewardship, sustainable systems thinking, provide opportunities for people to learn about and participate in sustainability projects.
Take a collaborative, community driven, ground up problem solving approach in its work to further the education and training of young people and provide opportunities related to volunteer and work experiences, networking, and mentorships.
What do you want it to become?
There are a number of ways to get involved - you can join our mailing list, attend our events, volunteer with us, or become a formal member of our Core Committee. There is a sign-up sheet at the registration desk if you would like us to add you to our mailing list and keep in touch.
During tonight's event, you will hear from speakers, who will be introduced formally in just a few minutes. We are fortunate to host this event in such a wonderful venue, with its charm, also comes squeaky floorboards. We will have a short break before the panel. We look forward to continue the conversation during the informal networking session to follow.
Take our survey by January 29th for a chance to win a fair-trade gift basket provided by McMaster’s OPIRG office, which will be available for pick-up by one lucky participant at our next event. [kate to confirm]
Sandi Stride, President and CEO of Sustainable Hamilton, is our moderator for this evening’s event. Sandi is Founder and CEO of Sustainable Hamilton. Sandi brings extensive experience not only in sustainability but also in corporate strategy, branding and marketing to her role at Sustainable Hamilton and to tonight’s conversation. She has an Honours B.Sc in Geography & Biology as well as an MBA. Her experience ranges from environmental management with MMM Group, marketing management at Unilever, founding an advertising agency, and business sustainability consulting. I’d like to turn this over to Sandi now to properly introduce Sustainable Hamilton and our speakers for tonight. Please help me to welcome Sandi [TO INSERT INTO BLURB]
Thanks very much, Matt.
Sustainable Hamilton is non-profit social enterprise based in Hamilton, that was launched in June, 2011. Our vision, like the SPN’s and our other collaborators, is to create a more sustainable, prosperous, resilient city. Our niche is to create sustainability leadership in our businesses, institutions and other organizations. We’re helping businesses to be more prosperous by being more responsible: environmentally, socially and economically.
At this point, I’d like to launch directly into our presentations, and I’ll come back to explain more about Sustainable Hamilton after we’ve heard from tonight’s guest speakers.
Mike Sawchuk
Mike Sawchuk is currently the Global Sales & Business Development Manager at UL Environment. The sector of products Mike oversees includes chemicals, papers, plastics, printing operations, personal care, and renewable energy. UL Environment is a business unit of UL – Underwriters Laboratories.
UL is a premier global independent safety science company with more than 120 years of experience innovating safety solutions. UL is dedicated to promoting safe living and working environments, and employs more than 10,500 employees with customers in over 100 countries.
UL Environment works to advance global sustainability, as well as environmental and human health & safety, by supporting the growth and development of environmentally preferable products, services, and organizations. UL Environment’s services help clients message and market the sustainable performance of their products.
Mike has a Bachelor of Business Administration from Brock University, and a MBA from McMaster.
Peter Baraniecki, General Manager at The Printing House Ltd – Peter manages the Hamilton branch location – providing innovative marketing materials for companies across Hamilton and Canada. TPH has over 70 locations across Canada, all working together to offer fast reliable printing solutions.
Roger Abbiss is founder of fair-trade, organic Hamilton coffeehouses My Dog Joe, Mulberry Street, Station One and Democracy. Roger also operates Coffeecology, a coffee roastery providing weekly home delivery of freshly roasted coffee packaged in returnable mason jars. 90% of deliveries are made by bicycle. Roger is a recipient of the Emerging Entrepreneur of the Year and Green Toronto awards.
Good Morning! Thank you for making the time.
There is a lot to cover. The presentation will be fast paced. If you have questions, feel free to interrupt – and I will either answer or let you know your question will be covered later in the presentation.
From Section 1 (Pg. 1) of the Statement of Basis and Purpose:
“The Commission issued the Green Guides, 16 CFR Part 260, to help marketers avoid deceptive environmental claims under Section 5 of the FTC Act, 15 U.S.C. 45.1 Industry guides, such as these, are administrative interpretations of the law. Therefore, they do not have the force
and effect of law and are not independently enforceable. The Commission, however, can take action under the FTC Act if a marketer makes an environmental claim inconsistent with the Guides. In any such enforcement action, the Commission must prove that the challenged act or
practice is unfair or deceptive.”