GoodWeave Update
Industry Brunch & Briefing
New York Design Center
September 22, 2009
Introductions
Agenda
• Success to date• New GoodWeave collateral & website• Co-branding and marketing opportunities• New GoodWeave standard• Roll-out of Carbon offsetting program• Question & answer period
Success to Date
In the Field:• 9,000 children served,
including 3,600 rescued from looms
• Child labor in the handmade carpet industry down 60%, from an estimated one million to 250,000
In the Marketplace:• In 2008, certified rug sales grew 22%
• 32% membership growth in 2008
• Exponential market growth since campaign launch, current share almost 4%
• More than 5.5 million rugs certified
Success to Date
Introducing GoodWeave
• Evolution of the RugMark brand
• Incorporates social and environmental responsibility
• Contemporary look and name
• New brand, new possibilities
GoodWeave Ad Campaign
GoodWeave.org
Co-Branding with GoodWeave
• Use new logo on your website, catalog & ads
• Participate in co-op advertising
• Purchase a customized GoodWeave banner
• Take advantage of GoodWeave collateral and photo library
Co-Branding with GoodWeave
PR & Marketing Opportunities
• Photo exhibition at World Bank
• “Where are GoodWeave Rugs?”
• 2010 advertising offers via media sponsors
• Press release to announce your GoodWeave affiliation
GoodWeave Standard
• Current standard – no illegal child labor
• Standard to incorporate core ILO and environmental criteria
• Environmental concerns with washing & dying – effluent and air pollution
• New standard to be progressive
ISEAL Membership
• ISEAL Associate Member • Guides best practices in standard-setting
– Multi-stakeholder consultation– Transparent– Standards committee– Complaint mechanism– Independent verification
Standards-Setting Process
• Field research; Public-facing website √• Operating Procedure made public √• Complaints mechanism √• Standards Committee Terms√• Standards Committee being assembled• Draft codes and consultations• Generic and national standards
Carbon Clear Program
Diminish your climate change impact:
• Calculate your carbon footprint
• Offset your emissions with high quality carbon credits
• Projects benefit textile communities in India
Carbon Clear Program
Cost to you:
• 1 20’ container from Mumbai to Boston weighing 4.9 tons
• Emissions = 1.2 tCO2e
• Offset cost = $14.40
• 20 such shipments/year = $288
Questions?