Why your business should get into it and what you can do · Greenwashing fatigue . Assessments...
Transcript of Why your business should get into it and what you can do · Greenwashing fatigue . Assessments...
![Page 1: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/1.jpg)
Why your business should get
into it and what you can do
Chris Lemoine
Washburn Communication
![Page 2: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/2.jpg)
“Marketing”
“Green”
“Sustainability” “Triple bottom line.” Practices,
products, or services that contribute
to lasting, positive impact in three
areas: environmental, economic,
social.
Related to the environmental impact
of goods, services, activities, or
organizations
How your company talks about itself
in communications with employees,
customers, and business partners
![Page 3: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/3.jpg)
Economic
Environmental
Social • Better preparation for shortages
• More equitable resource access
• Healthier environment
• Reduced impact
• Improved stewardship
• Climate change mitigation
• Time and money saved
• Process efficiencies
• Increased productivity
Sustainability
![Page 4: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/4.jpg)
Environmental concerns are ubiquitous
Emotional benefits for people
Efficiencies and cost reductions
Creativity and goodwill
Environmental benefits
Building your brand
![Page 5: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/5.jpg)
Increased customer readiness
Increased regulation and definition
Stronger convictions
Many good and bad examples
Greenwashing fatigue
![Page 6: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/6.jpg)
Assessments
Inventory
Champions
Three parallel
activities
![Page 7: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/7.jpg)
Sustainability initiatives by competitors and
companies in your industry
Formal or informal poll of employees,
customers, trading partners
Tracking your findings
![Page 8: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/8.jpg)
Possible
starting points
for a
sustainability
practice
• Current products or services with
a green aspect
• Business travel, commuting,
company fleet
• Electricity and lights
• Paper, printing, ink
• Heat and air conditioning
• Elevator, escalator, automatic
doors
• Recycling and composting
• Reusable tableware and dishes
• Onsite evaluation by utilities
• Property owner’s initiatives
• Company or employee
participation in nonprofits
![Page 9: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/9.jpg)
Company reputation and expectations
Public conversations
Past track record
Possible conflicts
Regulation
![Page 10: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/10.jpg)
Executives
Business groups
Enthusiasts Committed supporters with a lot of
energy
People from across the company’s
lines of business.
At least one C-level person should
be available to represent the effort
internally and externally.
Sustainability steering committee
![Page 11: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/11.jpg)
Goals
Communications
Momentum
Four simultaneous
tracks
Message
![Page 12: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/12.jpg)
Realistic
Meaningful
Meet triple bottom line criteria
Repeatable
Documented
![Page 13: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/13.jpg)
Aligned with mission and brand
Relevant to employees, customers, partners
Concise and complete
Memorable and compelling
Versatile
![Page 14: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/14.jpg)
Audiences:
• Employees
• Business customers
• Consumers
• Business partners
• Investors
• Analysts
• Nonprofits
• Community
• Media
Channels:
• Website
• Social media
• TV and radio
• PR
• Newsletters
• Events
• Volunteer work
• Extranet
Requirements
• Consistent
• Authentic
• Credible
• Flexible
• Efficient
• Affordable
• Repeatable
![Page 15: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/15.jpg)
Offer involvement
Visibility
Expand
CC
Connect
• Customer advisory board
• Industry and green events
• Nonprofit sponsoring or spinoff
• Employees’ continuing education
• Support personal efforts by employees
and customers
• Network with peers
• Mentor individuals and organizations
• Share your experience and show leadership
• Update the brand
• Communicate tangible, meaningful results
• Other business groups
• New products or services
• Channel partners
![Page 16: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/16.jpg)
Lies
Vague claims
Naiveté
Imagery
Jargon
“Save the planet”
“Environmentally sound”
“Sustainable”, “green”
“Certified sustainable”
![Page 17: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/17.jpg)
Social media
News
FTC
Blogs
• New York Times: green.blogs.nytimes.com/
• Guardian: www.guardian.co.uk/environment
• www.environmentalleader.com
• LinkedIn groups
• makower.typepad.com/
• www.bestgreenblogs.com
• www.greenerworldmedia.com
• http://www.ftc.gov/bcp/grnrule/guides980427.htm
• http://www.ftc.gov/os/2010/10/101006greenguidesproposal.pdf
Nonprofits • www.thegreengrid.org
• www.nature.org
• www.apolloalliance.org
![Page 18: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/18.jpg)
![Page 19: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/19.jpg)
![Page 20: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/20.jpg)
![Page 21: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/21.jpg)
![Page 22: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/22.jpg)
![Page 23: Why your business should get into it and what you can do · Greenwashing fatigue . Assessments Inventory Champions Three parallel ... • Elevator, escalator, automatic doors •](https://reader036.fdocuments.in/reader036/viewer/2022071020/5fd46db94a7c4e7d276ae791/html5/thumbnails/23.jpg)
www.washburncommunication.com
www.washburncommunication.com/services/enviromarketing.html
Chris Lemoine
(425) 453-2501 x 115