際際滷

際際滷Share a Scribd company logo
Conquer Green Marketing
       Lori De La Cruz, ABC
      Blue Marble Media, LLC
Green marketing involves developing and promoting
  products and services that satisfy your customers wants
   and needs for quality, performance, a鍖ordable pricing
   and convenience without having a detrimental impact
                   on the environment.
Source: MIT Sloan Management Review: The Business of Sustainability, 2009.
The Business Case
            
        Selection
            
         Media
            
7 Sins of Greenwashing
The Business Case
       reduced pressure from activist
      groups and the media,

   increased ability to attract and retain
  high quality employees,

   improved community relations,

   enhanced brand image,

   stronger customer loyalty, and

   increased appeal to socially responsible
  investors and portfolio managers.

Source: MIT Sloan Management Review: The Business of Sustainability, 2009.
Shout it out
 If youre doing ecological
    good, tell all of your
stakeholders  current and
        prospective.
What to tout?
Only tout those projects
    that have been
meticulously measured.
 Energy Conservation
   Material Sourcing
       Land Use
    Transportation
  Water Conservation
Solid Waste Reduction
      Air Quality
 Storm Water Impact
Media
  Print

Electronic
Print
Electronic
7 Sins of Greenwashing

        Greenwash
  The act of misleading
 consumers regarding the
environmental practices of
     a company or the
environmental bene鍖ts of a
    product or service.
Sin of the
    Hidden
   Trade-o鍖
 Suggests that a product or
service is green based on an
unreasonably narrow set of
     attributes without
     attention to other
 important environmental
            issues.
Sin of
   No Proof
  An environmental claim
       that cannot be
   substantiated by easily
    accessible supporting
information or by a reliable
  third-party certi鍖cation.
Sin of
 Vagueness
 A claim that is so poorly
 de鍖ned or broad that its
real meaning is likely to be
      misunderstood.
Sin of
Irrelevance
  An environmental claim
 that may be truthful by is
unimportant or unhelpful
   for consumers seeking
green products or services.
Sin of
  Lesser of
  Two Evils
 An environmental claim
that may be true but risks
 distracting the consumer
      from the greater
  environmental impacts.
Sin of
     Fibbing
   Making environmental
claims that are simply false.
Sin of
Worshiping
False Labels
Through words or images,
 gives the impression of
third-party endorsement
     where no such
   endorsement exists.
Thank You!

Lori De La Cruz, ABC
 Blue Marble Media, LLC

      817-233-4093
Lori@BlueMarbleMedia.net

More Related Content

Conquer Green Marketing

  • 1. Conquer Green Marketing Lori De La Cruz, ABC Blue Marble Media, LLC
  • 2. Green marketing involves developing and promoting products and services that satisfy your customers wants and needs for quality, performance, a鍖ordable pricing and convenience without having a detrimental impact on the environment. Source: MIT Sloan Management Review: The Business of Sustainability, 2009.
  • 3. The Business Case Selection Media 7 Sins of Greenwashing
  • 4. The Business Case reduced pressure from activist groups and the media, increased ability to attract and retain high quality employees, improved community relations, enhanced brand image, stronger customer loyalty, and increased appeal to socially responsible investors and portfolio managers. Source: MIT Sloan Management Review: The Business of Sustainability, 2009.
  • 5. Shout it out If youre doing ecological good, tell all of your stakeholders current and prospective.
  • 6. What to tout? Only tout those projects that have been meticulously measured. Energy Conservation Material Sourcing Land Use Transportation Water Conservation Solid Waste Reduction Air Quality Storm Water Impact
  • 10. 7 Sins of Greenwashing Greenwash The act of misleading consumers regarding the environmental practices of a company or the environmental bene鍖ts of a product or service.
  • 11. Sin of the Hidden Trade-o鍖 Suggests that a product or service is green based on an unreasonably narrow set of attributes without attention to other important environmental issues.
  • 12. Sin of No Proof An environmental claim that cannot be substantiated by easily accessible supporting information or by a reliable third-party certi鍖cation.
  • 13. Sin of Vagueness A claim that is so poorly de鍖ned or broad that its real meaning is likely to be misunderstood.
  • 14. Sin of Irrelevance An environmental claim that may be truthful by is unimportant or unhelpful for consumers seeking green products or services.
  • 15. Sin of Lesser of Two Evils An environmental claim that may be true but risks distracting the consumer from the greater environmental impacts.
  • 16. Sin of Fibbing Making environmental claims that are simply false.
  • 17. Sin of Worshiping False Labels Through words or images, gives the impression of third-party endorsement where no such endorsement exists.
  • 18. Thank You! Lori De La Cruz, ABC Blue Marble Media, LLC 817-233-4093 Lori@BlueMarbleMedia.net