Marketing Green

Marketing my

Greenness

Green Cleaners

What is our real message?

How much disservice are we doing?

Our Messages

Can you Support your Claims?

Environmentally Friendly Dry Cleaning

green dry cleaning

Crystal ClearWe use 100% Organic Solvent to

clean your clothes. We have replaced our cleaning harmful chemicals with Safe and Clean Cleaning Solvents to prevent water pollution. Enjoy our

Eco-Friendly Cleaning

What do these mean?

Environmentally Friendly Dry Cleaning

green dry cleaning

Crystal ClearWe use 100% Organic Solvent to

clean your clothes. We have replaced our cleaning harmful chemicals with Safe and Clean Cleaning Solvents to prevent water pollution. Enjoy our

Eco-Friendly Cleaning

Definitions

*Biodegradable(bility)

*Organic

*Environmentally Friendly

*Toxicity

*Green

*Recyclable

*• • •

Green

- secondary color from the combination of primary colors – blue and yellow

Green- tending to preserve environmental quality (as by being recyclable, biodegradable, or nonpolluting)

Merriam Webster Dictionary

Natural- existing in or produced by nature : not artificial


Organic

- a labeling term that denotes products produced under the authority of the Organic Foods Production Act

USDA National Organic Standards Board

Organic

- of, relating to, or containing carbon compounds


Natural - Organic

Should we use either of these

terms?

Environmentally Friendly

Unqualified general claims of environmental benefit are difficult to interpret, and depending on their context, may convey a wide range of meanings to consumers

FTC Part 260

Recyclable- a material or item that can be collected, separated or otherwise recovered from the solid waste stream for reuse, or in the manufacture or assembly of another package or product, through an established recycling program

FTC Part 260

Biodegradability

- capable of being broken down especially into innocuous products by the action of living things (as microorganisms)


Biodegradability

Inherently Biodegradable

Readily Biodegradable

Primary Biodegredation

Ultimate Biodegredation

Toxicity

- The degree to which a substance can harm humans or animals.

Acute

Subchronic

Chronic

Acute Toxicity

involves harmful effects in an organism through a single or short-term exposure.

Sub-chronic toxicity is the ability of a toxic

substance to cause effects for more than one year but less than the lifetime of the exposed organism.

Chronic toxicity is the ability of a substance or mixture of substances to cause harmful effects over an extended period, usually upon repeated or continuous exposure, sometimes lasting for the entire life of the exposed organism.

Physiological Classification

- toxic materials classified on the basis of biologic action

Irritants AsphyxiantsAnaesthetics Systemic PoisonsCarcinogens MutagensTeratogens Sensitizers

Physiological Classification

Ozone Safe

- does not contain substance that is known to harm the ozone layer

Ozone

- Useful in the Stratosphere – filters the UV wavelengths from the Sun

- Harmful in the Troposphere – where we live and breath - Ozone

Ozone

- VOCs are a source of Ozone in the troposphere


VOC

- Volatile Organic Compounds

any compound of carbon, excluding carbon monoxide, carbon dioxide, carbonic acid, metallic carbides or carbonates, and ammonium carbonate, which participates in atmospheric photochemical reactions.

EPA

FINALLY

Environmentally Friendly Dry CleaningAt XXXXXXXXX we are dedicated to green dry cleaning. We are committed toward helping the environment through our use of only the most energy-efficient technology. Our manufacturer, XXXXXXXX, conforms to the most stringent environmental guidelines available while also offering an easy-to-use and powerful system that quickly dry cleans clothes

We Pride Ourselves in Organic Dry Cleaning

For us it goes beyond laundry and dry cleaning, it is about being responsible and taking care of our fragile environment. This has changed the way we dry clean clothes and has revolutionized our company.

There is no Magic Bullet

Solvent Biodegradability

SOLVENT TERMINOLOGY

Cyclic SiloxaneDegrades in atmosphere

Dibutoxy methane Slightly Biodegradable

HydrocarbonBiodegrades at a moderate rate

Dipropylene glycol ether

Inherently Biodegradable

n-Propylbromide Biodegradable

Water

Carbon Dioxide

VOC

SOLVENT STATUS

Cyclic Siloxane No

Dibutoxy methane Yes

Hydrocarbon Yes


Yes(1)

n-Propylbromide Yes

Water No

Carbon Dioxide No

(1) High boiling DPGEs can receive an exemption from reporting as a VOC due to their low vapor pressure and low reactivity for the formation of ozone.

Toxicity

SOLVENT Exposure Limits

Cyclic Siloxane 10 ppm

Dibutoxy methane None reported

Hydrocarbon 100 – 300 ppm


200 mg/m3 aerosol

n-Propylbromide 25 – 50 ppm

Water Inhalation

Carbon Dioxide Inhalation

I STILL WANT TO MARKET MY CLEANERS

AS:

GREEN – ENVIRONMENTALLY

RESPONSIBLE

How to promote Green

Understand the solvent you are using and what caveats you will need to use, if any.

Make sure all of your CSRs know and understand this too.

Look at all of your operations, not just the solvent!!!!!!!!

OPERATIONAL

*CLEANING TWICE

*FULL LOADS

*SEPARATING WASTE – RECYCLING

*NEXT DAY?

UTILITIES

*LIGHTING

*TYPE – LED, CFL, etc.

*HOURS OF OPERATION

*INSULATION ON STEAM LINES

*HEAT RECOVERY

*WATER TOWER

*LOAD SIZE

WASTE

*LINT DISPOSAL

*STILL BOTTOMS DISPOSAL

*FILTER MEDIA DISPOSAL

*SEPERATOR WATER

RECYCLING

*HANGERS

*POLY

*REUSABLE GARMENT BAGS

*PAPER - PAPERLESS

VEHICLES

*FUEL EFFICIENT

*CNG

*ELECTRIC/HYBRID

*COMPANY AND PERSONAL

YOU DETERMINE WHAT GREEN MEANS TO YOU

YOUR CUSTOMERS KNOW WHAT GREEN MEANS TO THEM

MAKE SURE THEY MATCH

Marketing Green

Business

Transcript of Marketing Green