Post on 20-Jan-2015
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Sustainable Business Premier Group
Green marketing, some “dos” and “don’ts”
Charles BurtThe Olive Consultancy
21st April 2009
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Key issues
• What is green marketing?• Why do it?• What matters to your customers?• What works• Emerging drivers• What doesn’t work• Where to get more help
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Why do green marketing?
• It addresses a need• It tells a story• It adds value• It creates competitive advantage
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It addresses a need…
“SABMiller to cut water use by a quarter”
SABMiller, one of the world's leading brewers, today announces a major new commitment to reduce water consumption across its global operations.The group has set itself the demanding target of reducing water use per litre of beer by 25% by 2015. This initiative will save around 20 billion litres of water every year by 2015 - enough to fill eight thousand Olympic-sized swimming pools.By 2015 SABMiller aims to reduce its water consumption to an average of 3.5 litres used to make a litre of beer. In 2008 this figure was 4.6 litres; the industry average is 5 litres.
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It tells a story….
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You can put numbers on it!
Source: Carbon Trust, Brand value at risk from Climate Change (2004)
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Some examples:
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What matters to your customers?
• Assurance• Risk management• Compliance
• Skills• Do you know how? • Shared values
• Data• Relevant• Honest• Verifiable – e.g. EMS
• Cost control• Supply chain pressures• Competitive advantage
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Some emerging drivers
• Legislation• “Sustainable procurement”
• See “Procuring the Future”• The “Flexible Framework”
• Pre-qualification questionnaires (PQQs)• Carbon footprinting• Waste minimisation• “Whole life” costing • EMS (e.g. ISO14001:2004)• Marketing opportunities
• Differentiation• Segmentation• Fragmentation
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What works?
• Does it add value?• Assurance• Message
• Is it relevant?• Is it measurable?• Is it material?• Does it differentiate?• Is it “worth it”?• Can you prove it?
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What doesn’t work?
• Recognisable?• Honest? • Verifiable? • Relevant?or “greenwash”?
Own brand Eco-labels???
“Philips Launches Green Logo”
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What you need to do:• Assess customer demands
• Public or Private sector?• Retail?• Wholesale?
• Relate to legislation and policy• E.g. Waste:
• Electrical - WEEE & RoHS, Packaging, Batteries, Vehicles• Landfill taxes etc.
• Energy:• EU Energy Efficiency, UK Energy White Paper
• Carbon:• EUETS, CRC, CSH, EPCs, DECs
• Look for opportunities!
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The choices:
Greenwash – We recycle paper and care for the planet OK!? – now where are my cheap flight tickets & the keys to my new Porsche Cayenne?
Burden – More ****** red tape! Its not in the contract. Its not my problem. What’s the point? I believe Channel 4’s “The Great Climate Swindle programme.”
Opportunity – Innovation, differentiation, improved risk management, new solutions, competitive advantage, improved access to market, enhanced brand value etc. Bring it on! Where do we start?
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The 7 sins of greenwashing!
1. Trade off – distraction from the real issues e.g. “0% parabens” (but still contains carcinogens)
2. No proof – not verifiable3. Vagueness – e.g. “All natural” (could
still be toxic, mutagenic etc!)4. Irrelevance – e.g. “CFC free” (CFCs are
now illegal!)5. Distracting – e.g. “fuel efficient SUV”6. False claims – e.g. “certified by…”7. False labels – fictitious “green” badging
Source: TerraChoice www.sinsofgreenwashing.org
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Where to get more help?
• Business Link – Sales & Marketinghttp://www.businesslink.gov.uk/bdotg/action/layer?topicId=1073861169&site=210
• The Olive Consultancy Ltd www.consultolive.com
• Greenhouse Graphicswww.greenhousegraphics.co.uk
• Chartered Institute of Marketingwww.cim.co.uk
• Green claims guidance (DEFRA)http://www.defra.gov.uk/environment/consumerprod/pdf/genericguide.pdf
• Green claims code (DEFRA)http://www.defra.gov.uk/environment/consumerprod/gcc/pdf/gcc.pdf
• Committee of Advertising Practice (CAP) Put “environmental claims” in the search www.cap.org.uk
• Greener shopping guidance (Direct.gov) http://www.direct.gov.uk/en/Environmentandgreenerliving/Greenershopping/index.htm
• Choosing “green” companieshttp://www.direct.gov.uk/en/Environmentandgreenerliving/Greenershopping/DG_069882
• Business Protection Misleading Marketing Regulations 2008http://www.opsi.gov.uk/si/si2008/pdf/uksi_20081276_en.pdf
• The Sustainable Business Partnershipwww.the-sbp.co.uk
• Envirowise – Free business information & support on environmental issues www.envirowise.gov.uk
• The Carbon Trust – Free business information on Carbon Footprint and energy efficiency www.carbontrust.co.uk
Gre
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Any questions?
Charles Burt
The Olive Consultancy
www.consultolive.com02380 111440