the green dictionary 8 key concepts. who am i? catherine del spina the marketing optometrist
TRANSCRIPT
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The Green Dictionary
8 Key Concepts
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Who Am I?
Catherine Del SpinaThe Marketing Optometrist
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I Am Not A Scientist
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I’m Not Al Gore
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I Don’t Make Glasses
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I am One of You
I use sustainability to enhance my product offering
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“Americans can prosper by outgreening everyone else”
Tom FriedmanHot, Flat & Crowded
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It’s Not Easy Being Green
• Conflicting views on what it means to be green
• Confusing and misunderstood terms
• Let’s sort through the jargon, the icons and the opportunities
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The Dictionary
1. Sustainability2. Greenwashing3. Authenticity4. Life Cycle Assessment5. Carbon Footprint6. The Mobius Loop7. Recycling8. Closing the Loop
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SustainabilityBamboo grows 47.6 inches a day No Longer AffordableTeak
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Sustainability
“meet present needs without compromising the ability of future generations to meet their needs”
United Nations Conference 1987
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Chiefs must always consider the effects of their actions on their descendants
seven generations in the future.Iroquois Confederacy
Unto the 7th Generation
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How to Assess Sustainability
Natural Capitalism By Paul Hawken, Amory Lovins and L. Hunter Lovins
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Social Criteria
• People Have to Want It…and They Do• Culturally acceptable
• Psychologically nurturing
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Financial Criteria
• Makes Sense Economically• Technologically feasible
• Does the Supply Chain Work?
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Environmental Criteria
• Environmentally Meaningful Does it make a difference?
• Generationally Sensitive• Capable of Continuous Improvement
Yesterday isn’t good enough anymore
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The Triple Bottom Line
• Addition of social and environmental values the financial balance sheet
• Social and environmental impact of supply chain
• Currently few standards for measurement… but they are coming…probably from DC– Like nutritional labeling, mpg labels etc.
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“GREENwashing”
• The act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service
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“GREENwashing”
• Example: the hotel industry's practice of placing green placards in each room, promoting reuse of guest-towels, ostensibly to "save the environment“
• Coined by Jay Westerveld
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Courtesy of sinsofgreenwashing.org
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1. Sin of the Hidden Trade-off
• A claim of “greenness” based on an incomplete comparison– Paper from renewable
forests
– Doesn’t mention • Greenhouse gas
emissions• Chlorine bleaching
Courtesy of sinsofgreenwashing.org
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2. The Sin of No Proof
• A claim that can’t be substantiated by accessible information
• Example: personal care products that claim not to be tested on animals but offer no certification
Courtesy of sinsofgreenwashing.org
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3. The Sin of Vagueness
• A poorly defined or intentionally fuzzy claim designed to mislead
• Example: “All Natural”– Arsenic, formaldehyde,
mercury and uranium are all natural but not green
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4. The Sin of Worshiping
False Labels • A product that gives
the impression of third-party endorsement where none exists
• i.e. False labeling without scientific back up
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5. The Sin of Irrelevance
• A “green” claim that may be truthful but is unimportant or irrelevant
• Example: CFC-free– Chloro-fluoro-carbons– Banned for 30+ years
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6. The Sin of the Lesser of Two Evils
• A true “green” claim that misleads or confuses
• Placing qualifiers on products in which the entire category is questionable of environmental value
• Example:-All natural cigarette-Green Insecticides
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7. The Sin of Fibbing
• Just plain lying• Claiming something
that is simply not true
• Example: Energy Star Certification that wasn’t
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Authenticity
• Believable• Acceptable• Trustworthy
• Reliable• The real thing
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Sustainability as a Differentiator
• Work hard to be authentic• Be honest and transparent
• Walk the talk
• Remember: social media is watching…..and reporting
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Which Sin is This?
• Ingredients: Corn Syrup, High Fructose Corn Syrup, Water, Sugar Syrup, Pure Maple Syrup, Salt, Cellulose Gum, Sodium Hexametaphosphate, Caramel Color, Sodium Benzoate and Sorbic Acid (Preservatives), Artificial Flavor.
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• Environmental impact of a product or service• Raw Material Production
• Transportation• Manufacture
• Packaging• Use
• Disposal
Life Cycle Assessment (LCA)
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Life Cycle Assessment
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Carbon Footprint
• A measure of the impact our activities have on the environment and climate change
• The amount of greenhouse gases produced through burning fossil fuels.
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What happens to your recycling when it leaves
your driveway?
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Earth Day 1970: Gary Anderson, senior at UCLA, wins design competition with Mobius Logo
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• Step 1: collection of materials
• Step 2: manufacturing process
• Step 3: purchase and use of the products made from the recycled materials.
Mobius Loop Symbol
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• Processing used materials into new products in order to prevent waste of useful materials:– reduce the consumption of fresh raw materials – reduce energy usage– reduce air pollution – reduce water pollution
Recycling
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Closing the Loop
Plastic Films RainStore
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1. Waste destined
for landfills
5. New Product
Development
2. Collection
& Consolidat
ion
3. Sustainabl
e Recycling
4. Post Consumer
Resins
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Consumers Want It!
• They want to do the right thing
• They want you to do the right thing
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“We call it Plan A …it’s now the only way to do business” ‘07
• Combat climate change• Reduce waste• Safeguard natural resources• Trade ethically• Build a healthier nation.
“It’s what the customer wants us to do.
It’s also the right thing to do.There is no Plan B”
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MIKE DUKEPRESIDENT/CEO,
WAL-MART STORES
“The index will bring about a more transparent supply chain, drive product innovation and
ultimately, provide consumers the information they need to assess the sustainability of products. If we work together, we can create a new retail standard
for the 21st century.”
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Environmental Goals
•To be supplied 100 percent by renewable energy
•To create zero waste
•To sell products that sustain people and the environment.
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Green Products Top of Mind