1. NREL is a national laboratory of the U.S. Department of Energy, Office of Energy Efficiency and Renewable Energy, operated by the Alliance for Sustainable Energy, LLC. Thank you for joining the Green Power Network webinar, Made with Renewable Energy: How and Why Companies are Labeling Consumer Products The webinar will begin shortly.

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3. 3 Presenters Jenny Heeter, National Renewable Energy Laboratory Orrin Cook, Center for Resource Solutions Laura Thompson, SAPPI Paper Angelika Pullen, WindMade

4. 4 Background Presenting findings from NREL’s report, Made with Renewable Energy: How and Why Companies are Labeling Consumer Products o Authors: Deborah Baker-Brannan, Jenny Heeter, and Lori Bird http://apps3.eere.energy.gov/greenpower/pdfs/53764.pdf Interviewed 20 companies involved with renewable energy product labeling

5. 5 Nearly 50 Companies Involved Scope varies o Single product (e.g. Ziploc Evolve) o Product line (e.g. Cascades Tissue Group’s North River Brand) o All products (e.g. Intelligent Nutrients) Business-to-business and business-to-consumer Focus on products designed for the environmentally conscious consumer

6. 6 Communicating the Use of RE On-product messaging o Imagery and statements o Logos

7. 7 Motivations for Promoting Products as Made with RE Communicate to the consumer and enhance the image of the brand o Chuck Bennett of Aveda stated that the intention is “not to enhance sales specifically but rather to reinforce the overall environmental commitment of the brand.” Product differentiation o Important for business-to-consumer sector, but some business-to-business labeling as well (e.g. Cascades Tissue Group)

8. 8 Motivations (continued) Targeting environmentally conscious consumers o Companies may already be targeting “green” consumers Following an existing industry trend o Companies interviews stated they were trendsetters, not followers Price premium o Products did not earn a price premium

9. 9 Challenges with Product Labeling and Claims Limited and competing uses of product real estate o Including too many competing messages can inundate and confuse the consumer, potentially diluting the brand and affecting sales. Language and content o Imagery is an important component o Language can be difficult to keep up with (e.g. New Belgium Brewing) Consumer recognition and understanding o Difficult to assess; some companies less concerned with consumer understanding

10. 10 Challenges (continued) Product packaging costs o Relatively minor challenge; changes typically made in conjunction with other product/packaging changes Cost of certification and program requirements o Minor challenge for most companies, though depends on how fees are structured Products marketed internationally o Reduction in product real estate if text is in multiple languages

11. 11 Jenny Heeter National Renewable Energy Laboratory 15013 Denver West Parkway, MS RSF031 Golden, CO 80401 (303) 275-4366 http://greenpower.energy.gov