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In a World Gone Green…. Who Are You Going to Trust? In a World Gone Green…. Who Are You Going to Trust?

Environmental Claims are Growing • Eco-safe • Made with non-toxic ingredient • Environmentally friendly Environmental Claims are Growing • Eco-safe • Made with non-toxic ingredient • Environmentally friendly • Degradable • Earth friendly • Biodegradable • Earth smart • Compostable • Environmentally safe • Environmentally preferable • CFC-free • Essentially non-toxic • Ozone friendly • Practically non-toxic • Recyclable ©Scot Case, Terra. Choice Environmental Marketing, 2007

FTC Green Marketing Guidelines Available at: www. ftc. gov ©Scot Case, Terra. Choice Environmental FTC Green Marketing Guidelines Available at: www. ftc. gov ©Scot Case, Terra. Choice Environmental Marketing, 2007

Beware of Greenwashing Green∙wash (grēn'wŏsh', -wôsh') – verb: the act of misleading consumers regarding Beware of Greenwashing Green∙wash (grēn'wŏsh', -wôsh') – verb: the act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service WARNING: Learn to ask critical questions or you might be buying products with creative marketing rather than products with legitimate environmental benefits. ©Scot Case, Terra. Choice Environmental Marketing, 2007

Six “Sins” of Greenwashing • Sin of Fibbing – Misleading customers about the actual Six “Sins” of Greenwashing • Sin of Fibbing – Misleading customers about the actual environmental performance of their products. • Sin of No Proof – Also known as the sin of “just trust us, ” some manufacturers are unable to provide proof of their environmental claims. • Sin of Irrelevance – Factually correct, but irrelevant, environmental assessments (e. g. , “CFC-free”) • Sin of the Hidden Trade-Off – Focusing on one or two environmental facts, but ignoring other significantly more important environmental concerns. ©Scot Case, Terra. Choice Environmental Marketing, 2007

Six “Sins” of Greenwashing • Sin of Vagueness – Broad, poorly defined environmental claims Six “Sins” of Greenwashing • Sin of Vagueness – Broad, poorly defined environmental claims (e. g. , “ 100 percent natural”) • Sin of Lesser of Two Evils – A product can be the most environmentally preferable product in its class, but still be an inappropriate choice (e. g. , “organic cigarettes”) ©Scot Case, Terra. Choice Environmental Marketing, 2007

To Avoid Greenwashing… Go Eco. Logo!! ©Scot Case, Terra. Choice Environmental Marketing, 2007 To Avoid Greenwashing… Go Eco. Logo!! ©Scot Case, Terra. Choice Environmental Marketing, 2007

Lots of Labels Around A partial list of labels currently being used: • Blue Lots of Labels Around A partial list of labels currently being used: • Blue Angel • CFPA • CPG • Df. E • Eco Mark • Eco. Logo • Ecomark • Eco-OK • Energy Star • Environmental Choice • EPEAT • EU Flower • Fair Trade • FSC • GBI • Good Green Buy • Green Label • Green Seal • GREENGUARD • Greenstar • LEED • MSC • Nordic Swan • Process Chlorine Free • SCS • SFI • TCO • Totally Chlorine Free • USDA-Organic • Water. Sense ©Scot Case, Terra. Choice Environmental Marketing, 2007

Comparing Eco-Labels WARNING: Not All Environmental Claims Are Created Equal Teach your customers to Comparing Eco-Labels WARNING: Not All Environmental Claims Are Created Equal Teach your customers to ask about: • Validity of the standard • Standard setting process • Verification process ©Scot Case, Terra. Choice Environmental Marketing, 2007

Customers Need Someone They Can Trust q Tough environmental standards q Scientifically valid, lifecycle-based Customers Need Someone They Can Trust q Tough environmental standards q Scientifically valid, lifecycle-based requirements q Open, public, and transparent standard-setting process q Meets ISO 14024 Environmental Labeling Requirements q Reviewed by Global Ecolabelling Network Eco. Logo is the only label in N. America to be reviewed ©Scot Case, Terra. Choice Environmental Marketing, 2007

Standard Validity • Clear and consistent meaning • Very specific requirements • Information should Standard Validity • Clear and consistent meaning • Very specific requirements • Information should be meaningful and verifiable • Must not conflict with Federal Trade Commission Guides for the Use of Environmental Marketing Claims. ©Scot Case, Terra. Choice Environmental Marketing, 2007

Standard Setting Process • No conflict of interest • Lifecycle considerations • Broad stakeholder Standard Setting Process • No conflict of interest • Lifecycle considerations • Broad stakeholder participation • Transparent development process • Comments publicly available ©Scot Case, Terra. Choice Environmental Marketing, 2007

Verification Process • Self certification with random audits • Independent third-party certification with on-site Verification Process • Self certification with random audits • Independent third-party certification with on-site audits ©Scot Case, Terra. Choice Environmental Marketing, 2007

Customers Will Ask… Do you Eco. Logo? ©Scot Case, Terra. Choice Environmental Marketing, 2007 Customers Will Ask… Do you Eco. Logo? ©Scot Case, Terra. Choice Environmental Marketing, 2007

In a World Gone Green…. Who Are You Going to Trust? In a World Gone Green…. Who Are You Going to Trust?

scot case scase@terrachoice. com www. terrachoice. com 610 779 -3770 scot case [email protected] com www. terrachoice. com 610 779 -3770