2. © 2013 Crain Communications Inc. WHY AMERICANS ARE MOTIVATED TO PURCHASE ENVIRONMENTAL PRODUCTS SOURCE: 2013 CONE COMMUNICATIONS GREEN GAP TREND TRACKER ( http://www.conecomm.com/2013-cone-communications-green-gap-trend-tracker) http://www.conecomm.com/2013-cone-communications-green-gap-trend-tracker. Health concerns, preserving the environment and saving money or time are top reasons. They believe it’s healthier for themselves, their families or their communities. They want to preserve the environment for future generations. It will save them time or money in the long run (e.g., saves water, electricity). They believe it’s a better product (e.g., better design, higher quality). It’s a way for them to show others they care about the environment.

3. © 2013 Crain Communications Inc. SOURCE: 2013 CONE COMMUNICATIONS GREEN GAP TREND TRACKER ( http://www.conecomm.com/2013-cone-communications-green-gap-trend-tracker) http://www.conecomm.com/2013-cone-communications-green-gap-trend-tracker WHEN AMERICANS SEE A PRODUCT ADVERTISED AS ‘GREEN’ OR ‘ENVIRONMENTALLY FRIENDLY,’ THEY THINK IT MEANS Consumers are often confused about just what is and what isn’t helping the environment when they shop. The product has a positive (i.e., beneficial) impact on the environment. The product has a lighter impact than other similar products. The product has a neutral impact on the environment. They don’t believe it means anything. The product has a negative impact, but less than it used to. They don’t know what it means.

4. © 2013 Crain Communications Inc. IF CONSUMERS DISCOVER AN ENVIRONMENTAL CLAIM IS MISLEADING, THEY WILL: SOURCE: 2013 CONE COMMUNICATIONS GREEN GAP TREND TRACKER ( http://www.conecomm.com/2013-cone-communications-green-gap-trend-tracker)( http://www.conecomm.com/2013-cone-communications-green-gap-trend-tracker 78% Stop buying the product 22% Continue buying the product

5. © 2013 Crain Communications Inc. AMERICAN’S BELIEFS ABOUT ENVIRONMENTAL MESSAGES BY COMPANIES A majority of consumers want companies to be more clear about what environmental terms mean. SOURCE: 2013 CONE COMMUNICATIONS GREEN GAP TREND TRACKER ( http://www.conecomm.com/2013-cone-communications-green-gap-trend-tracker)( http://www.conecomm.com/2013-cone-communications-green-gap-trend-tracker I understand the environmental terms companies use in their advertising. I am overwhelmed by the number of environmental messages I hear and see. I trust companies to tell me the truth. It is OK if a company is not environmentally perfect as long as it is honest about its environmental efforts. I wish that companies would do a better job helping me to understand the environmental terms they use to describe their products and services (e.g., “compostable,” “recyclable,” “all natural”). I actively seek out environmental information about the products I buy. I trust that companies are following U.S. government guidelines regarding making clear and accurate environmental marketing claims. 63% 61% 48% 52% 46% 44% 47% 69% 75% n/a 56% 43% 45% 71%

6. © 2013 Crain Communications Inc. REASONS CONSUMERS GIVE FOR NOT RECYCLING PRODUCTS PROPERLY Americans gave the following reasons for not using or disposing of a “green” product as intended. SOURCE: 2013 CONE COMMUNICATIONS GREEN GAP TREND TRACKER ( http://www.conecomm.com/2013-cone-communications-green-gap-trend-tracker)( http://www.conecomm.com/2013-cone-communications-green-gap-trend-tracker It’s not important or a priority for me to do so. I don’t know how to do so properly. I don’t have enough time. None of these: I always use and dispose of “green” products properly. I don’t have the proper resources, such as disposal bins or community access.

7. © 2013 Crain Communications Inc. WHERE CONSUMERS LOOK FOR ENVIRONMENTAL INFORMATION Americans are most likely to use the following resources to find more information about a product’s environmental claims. SOURCE: 2013 CONE COMMUNICATIONS GREEN GAP TREND TRACKER ( http://www.conecomm.com/2013-cone-communications-green-gap-trend-tracker)( http://www.conecomm.com/2013-cone-communications-green-gap-trend-tracker Online search On the product package or label In store Social media Company’s website

8. © 2013 Crain Communications Inc. FTC GREEN GUIDES http://www.ftc.gov/opa/2012/10/greenguides.Shtm Upon publishing its revised 2012 Green Guides, the FTC also released several business- and consumer-education resources designed to help users understand the guides. These include: 1) “Environmental Claims—Summary of Green Guides,” a four-page distillation of the changes: http://www.ftc.gov/os/2012/10/greenguidessummary.pdf 2) “The Green Guides,” a video explaining highlights of the changes: http://business.ftc.gov/multimedia/videos/greenguides 3) A new page on the FTC Business Center, with links to legal documents, the Green Guides and other related content: http://business.ftc.gov/advertising-and-marketing/environmental-marketing 4) A Business Center blog post: http://business.ftc.gov/blog/2012/10/green-day 5) Related consumer information: http://www.consumer.ftc.gov/features/feature-0013-going-green NATIONAL ADVERTISING DIVISION OF THE BETTER BUSINESS BUREAU http://www.asrcreviews.org NAD CASE REPORTS http://www.asrcreviews.org/category/prs/ J. OTTMAN CONSULTING INC. http://www.greenmarketing.com 1) “The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding” (Berrett-Koehler Publishers, 2011) http://www.greenmarketing.com/our-book 2) “Moving Sustainability Forward.” A green paper by J. Ottman Consulting describing how industry can work proactively with government, suppliers, retailers and consumers to advance sustainability. http://www.greenmarketing.com/files/Moving%20Sustainability%20ForwardRev 1.pdf 3) “Avoiding Green Marketing Myopia: Ways to Improve Consumer Appeal for Environmentally Preferable Products,” by Jacquelyn Ottman, Edwin R. Stafford and Cathy L. Hartman, published in Environment, June 2006. http://www.greenmarketing.com/files/Stafford-MyopiaJune06.pdf CONE COMMUNICATIONS GREEN GAP TREND TRACKER http://www.conecomm.com/2013-cone-communications-green-gap-trend- tracker HELPFUL LINKS

9. © 2013 Crain Communications Inc. P. 7 http://www.greenwashingindex.com P. 9 http://www.epa.gov/mygreenapps/ P. 11 http://www.ftc.gov/os/comments/greenguiderevisions/ P. 12 http://www.asrcreviews.org P. 16 http://www.ecolabelindex.com/ http://corporate.walmart.com/global-responsibility/environment-sustainability P. 22 http://www.biopreferred.gov P. 27 http://www.sustainablecommunication.org/sustainable-advertising- partnership P. 29 http://levelcertified.org/ http://www.steelcase.com/en/products/category/seating/task/think/documen ts/environmental%20product%20declaration_04-0012421.pdf P. 32 http://www.greenmarketing.com/files/Stafford-MyopiaJune06.pdf P. 33 http://www.greenmarketing.com/files/Moving%20Sustainability%20Forward Rev1.pdf http://www.greenmarketing.com/files/Moving%20Sustainability%20Forward Rev1.pdf LINKS BY PAGE