Promoting Sustainability & Avoiding Greenwashing

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Transcript of Promoting Sustainability & Avoiding Greenwashing

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PromotingSUSTAINABILITY& AvoidingGREENWASHINGWebinar March 21, 201711:30 a.m. 12:30 p.m. ESTOrganized by Niagara Sustainability Initiative

Presented by Laura Dunkley

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Language of SustainabilityMarketing vs. Public RelationsBenefits Challenges & RisksHow to Be EffectiveTips | Telling your StorySuccess Stories

Promoting SUSTAINABILITY& Avoiding GREENWASHINGOVERVIEW

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LANGUAGE OF SUSTAINABILITY

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GHG EmissionsCarbon OffsetsCarbon FootprintCircular EconomyCradle-to-CradleFair TradeLEED certifiedOrganicEthically SourcedEnvironmentally FriendlyCOMPOSTINGREMANUFACTURED

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Sustainability means meeting our own needs without compromising the ability of future generations to meet their own needs.

Social Economic Environmental

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Greenwashing is a form of corporate misrepresentation where a company will present a green public image and publicize green initiatives that are false or misleading.

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Corporate Social Responsibility(CSR) The responsibility of an organization for the impacts of its decisions and activities on society and the environment, through transparent and ethical behaviour.

Ref: https://www.ic.gc.ca/eic/site/csr-rse.nsf/eng/h_rs00599.html#s1.2

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MARKETING vs. PUBLIC RELATIONS

MARKETINGMarketing is the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.*Brand DevelopmentSales SupportLead GenerationPromotion

*American Marketing Society (July, 2013) - https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx

PUBLIC RELATIONSPublic relations is a strategic communication process that builds mutually beneficial relationships between organizations and their publics.*Crisis CommunicationReputation ManagementStakeholder RelationshipsCorporate Social Responsibility

media*American Marketing Society (July, 2013) - https://www.ama.org/AboutAMA/Pages/Definition-of-Marketing.aspx

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INTERNAL COMMUNICATIONSmediaInternal communications(IC) is the function responsible for effectivecommunicationsamong participants within anorganization. Team BuildingCollaborationCultureEducationPolicies/Procedures

*https://en.wikipedia.org/wiki/Internal_communications /

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MARKETING PUBLIC RELATIONS INTERNALCOMMUNICATIONSBUSINESS GOALSRevenueRetentionGrowthProfitabilityReputationCOMMUNICATIONS PLAN AUDIENCE WHAT HOW TIMELINE COST EVALUATION

http://www.lauradunkley.com/site/l-dunkley-communications-services-strategic-communications13

BENEFITS, CHALLENGES & RISKS

ChampionsCollaborationCreation (Projects)CompetitiveCultureCompliantCreative/InnovativeCrisisWHY Tell your Green Story?

who have a positive reputation with their key stakeholders are more resilient during a crisis.15

CHALLENGES

TimeBudgetInformationHow to share itWho to tellWhat to measure

WHY dont we tell our story?

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RISKS & MISSED OPPORTUNITIESApprovalRevenueEmployees Volunteers/DonationsEarned MediaInvestments

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PROMOTING SUSTAINABILITYBest Practices

Improve EffectivenessAvoid GreenwashingBuild Sustainable BrandCapture Opportunities

HOW TO PROMOTE SUSTAINABILITYand

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HOW TO PROMOTE SUSTAINABILITY

Clear Goals, Vision + Actionable Plan (Communication) Who is the Expert?Be AuthenticBe TransparentKnow your FactsStick to the Facts

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CertifyBe ProactiveEducateEngage the TeamCelebrate SuccessesConnect the Dots

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Know the Regulations & Laws

Walmart has agreed to pay $1 million to settle greenwashing claims that allege the nations largest retailer sold plastic products that were misleadingly labeled biodegradable or compostable in violation of California law.

https://www.environmentalleader.com/2017/02/greenwashing-costing-walmart-1-million/

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Regulations & Laws (contd)

In Canada Environmental claims: A guide for industry and advertisers

3.5 Objective of CAN/CSA-ISO 14021

CAN/CSA-ISO 14021 is intended to harmonize the use of terms and symbols that claimants use inmaking self-declared environmental claims.

Available: http://niagarasustainability.org/resources/

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Quality should never come at the cost of sustainability

Make the best product, cause no unnecessary harm, and use business to inspire and implement solutions to the environmental crisis.

Patagonia Mission Statement

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PROMOTING SUSTAINABILITYHow to Tell Your Story

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http://www.patagonia.com/blog/2016/11/record-breaking-black-friday-sales-to-benefit-the-planet/

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https://www.dirtt.net/sustainability/how-were-sustainable

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https://www.interface.com/CA/en-CA/about/index

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https://www.interface.com/CA/en-CA/about/index/A-Foundation-for-Beautiful-Thinking-en_CA?_ga=1.260225677.1891562008.1489491526

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https://beatties.com/sustainability-promise/

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https://brocku.ca/environmental-sustainability-research-centre

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Alphacoms - French Communications Agency - To communicate around their Sustainability culture and demonstrate their innovation in communication, they decided to present their 2013 CSR report as an online virtual tour of their offices where is organized a giganticbanana hunt! Yes, youve read it correctly. A banana hunt.

ClimWay

Create a climate plan to reduce greenhouse gas emissions http://climway.cap-sciences.net/us/index.php

GAMES

http://www.makeuseof.com/tag/10-environmental-games-teach-kids-earth-ecology-conservation/

Example shown here is Climway

The Climway game is again about helping the larger community reach some specific climate goals. You have to create a climate plan to reduce greenhouse gas emissions by a certain percentage in a certain time frame. Your plans can include setting up alternative energy sources, reducing human consumption etc.

What does this mean for future work?Kids want to quickly see how what the school is teaching them pertains to the real world (outcomes). Needs to be REALPeople want to know WHY they are asked to do things, and see HOW they are affecting change. Games let us see that in REAL time Games let us get a larger pool of contributors (crowd sourcing talent)Visual is keyTraditional teaching where the teacher (or boss) knows more is changingImmediate feedback gone are the days of annual employee progress reportsWe will always be learninghe days of annual employee progress reportsKids will always be learning

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Sea Life AquariumThis aquarium in London, England offers augmented reality to enhance experience of visitors without the need to capture real animals http://www.trendhunter.com/trends/aquarium-attraction

AUGMENTED REALITY

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Infographic

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Infographic

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KEY TAKEAWAYSKnow your Audience!Goals, Vision + PlanStick to the FactsKeep the Message SimpleDo it, Live it, Tell itLearn & AdaptCelebrate SuccessBe Creative! Ask for HelpAlone we can do so little, together we can do so much. Helen Keller

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Niagara Sustainability Initiative (NSI) is a non-profit organization, which acts as a catalyst for Niagaras businesses, municipalities and organizations to meet its present needs without compromising those of future generations.

NSIs primary service offering is The Carbon Project. Carbon Project Members represent some of Niagaras most environmentally conscious organizations. The program gives members the tools to set targets, make changes as well as measure and track their sustainability progress over time.

Contact us info@niagarasustainability.org 289-786-0970 @SustainNiagaraNiagaraSustainability.org

Presented by

Laura Dunkley is a communications strategist with expertise in the area of digital marketing, public relations, and social media. Offering expertise in wellness and sustainability, she assists organizations develop communications best practice.laura@lauradunkley.com 289-821-4651 @lauraldunkleyLauraDunkley.com

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REFERENCES Slide 13 Strategic Communications Services Available http://www.lauradunkley.com/site/l-dunkley-communications-services-strategic-communicationsSlide 15 Creative & Innovative Leaders https://www.greenbiz.com/blog/2013/10/27/how-sustainability-leadership-drives-innovationSlide 15 Crisis http://www.lauradunkley.com/site/blog/2013/09/01/business-guide-to-reputation-managementSlide 26 Patagonia Black Friday 2016 - http://www.patagonia.com/blog/2016/11/record-breaking-black-friday-sales-to-benefit-the-planet/[ Related Article ] 7 Simple Communication Techniques Inspired by Patagonia - http://www.lauradunkley.com/site/blog/2017/02/20/7-simple-communication-techniques-inspired-by-patagoniaSlide 32 Alphacoms CSR Report Read more https://www.2degreesnetwork.com/groups/2degrees-community/resources/this-may-be-most-original-and-entertaining-csr-report-youve-ever-read/Slide 35 Envirotech Office | Waste Not, Want Not Waste Audit [Infographic] http://www.envirotechoffice.com/waste-not-want-not-audit-review/Slide 37 Sustainability Sketchnote / Infographic + more tips on how to promote sustainability http://www.lauradunkley.com/site/blog/2017/03/20/creative-ways-to-promote-sustainability-infographic

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