The Green Dictionary 8 Key Concepts

Who Am I? Catherine Del Spina The Marketing Optometrist

I Am Not A Scientist

I’m Not Al Gore

I Don’t Make Glasses

I am One of You I use sustainability to enhance my product offering

“Americans can prosper by outgreening everyone else” Tom Friedman Hot, Flat & Crowded

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

The Dictionary 1.Sustainability 2.Greenwashing 3.Authenticity 4.Life Cycle Assessment 5.Carbon Footprint 6.The Mobius Loop 7.Recycling 8.Closing the Loop

Sustainability Bamboo grows 47.6 inches a day No Longer AffordableTeak

Sustainability “meet present needs without compromising the ability of future generations to meet their needs” United Nations Conference 1987

Chiefs must always consider the effects of their actions on their descendants seven generations in the future. Iroquois Confederacy Unto the 7 th Generation

How to Assess Sustainability Natural CapitalismNatural Capitalism By Paul Hawken, Amory Lovins and L. Hunter Lovins

Social Criteria People Have to Want It…and They Do Culturally acceptable Psychologically nurturing

Financial Criteria Makes Sense Economically Technologically feasible Does the Supply Chain Work?

Environmental Criteria Environmentally Meaningful  Does it make a difference? Generationally Sensitive Capable of Continuous Improvement  Yesterday isn’t good enough anymore

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.

“GREENwashing” The act of misleading consumers regarding the environmental practices of a company or the environmental benefits of a product or service

“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

Courtesy of sinsofgreenwashing.org

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

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

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

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

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

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

7. The Sin of Fibbing Just plain lying Claiming something that is simply not true Example: Energy Star Certification that wasn’t

Authenticity Believable Acceptable Trustworthy Reliable The real thing

Sustainability as a Differentiator Work hard to be authentic Be honest and transparent Walk the talk Remember: social media is watching…..and reporting

Authenticity

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.

Environmental impact of a product or service Raw Material Production Transportation Manufacture Packaging Use Disposal Life Cycle Assessment (LCA)

Life Cycle Assessment

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.

What happens to your recycling when it leaves your driveway?

Earth Day 1970: Gary Anderson, senior at UCLA, wins design competition with Mobius Logo

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

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

Closing the Loop Plastic FilmsRainStore

1. Waste destined for landfills 5. New Product Development 2. Collection & Consolidation 3. Sustainable Recycling 4. Post Consumer Resins

Consumers Want It! They want to do the right thing They want you to do the right thing

“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”

MIKE DUKE PRESIDENT/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 21 st century.”

Environmental Goals To be supplied 100 percent by renewable energy To create zero waste To sell products that sustain people and the environment.

Green Products Top of Mind

Catherine Del Spina Chief Visionary The Marketing Optometrist