This is a compilation of 5 presentations given at the FutureM conference in Boston on October 24, 2012. The speakers were: Beth Zonis of Eco Marketing, Lisa Lillelund of Mango Networks, Laura Koss of the FTC, Amy Cannon of Beyond Benign, and Mike Enberg of e-Stewards.

1. Present
Sustainable Marketing is the Future
FutureM
October 24, 2012
Beth Zonis
@bethzonis #ecomarketing

2. We have only one planet, but we're using the
resources of five or more
Climate change is very real. Freak storms are increasingly
common. While there are water shortages in some regions, there
are floods in others. In response, corporations are adopting
sustainability practices, and products are marketed as "green,"
"eco-friendly," "environmentally friendly," and "energy efficient."
What does it really mean to be sustainable? How can people
determine which products are truly better and greener?
10/24/2012 Future M: Sustainable Marketing is the Future 2

3. Agenda
• Introductions
• Definitions
• Why Sustainable Marketing
• What do you need to know?
• What can you do to make a difference?
10/24/2012 Future M: Sustainable Marketing is the Future 3

4. Who we are
• Beth Zonis (moderator) - Eco Marketing
• Lisa Lillelund - Mango Networks
• Laura Koss - Federal Trade Commission
• Amy Cannon - Beyond Benign
• Mike Enberg - Basel Action Network
10/24/2012 Future M: Sustainable Marketing is the Future 4

5. Have you ever bought a product
because it was green?
10/24/2012 Future M: Sustainable Marketing is the Future 5

6. AMA uses sustainability language
Marketing is the activity, set
of institutions, and processes
for creating, communicating,
delivering, and exchanging
offerings that have value for
customers, clients, partners,
and society at large.
10/24/2012 Future M: Sustainable Marketing is the Future 6

7. Sustainability is environmental, economic and social
well-being for today and tomorrow
International Institute for Sustainable Development
10/24/2012 Future M: Sustainable Marketing is the Future 7

8. Everyone should do Sustainable Marketing!
Every marketing decision
can be optimized with
respect to profits, the
natural environment, and
human well-being.
10/24/2012 Future M: Sustainable Marketing is the Future 8

9. Extreme weather is increasingly costly
• 1980-1995
– 46 disasters > $1 billion in
damages
– Total losses: $339 billion
• 1996-2011
– 87 disasters > $1 billion in
damages
– Total losses: $541 billion
National Geographic, September 2012
10/24/2012 Future M: Sustainable Marketing is the Future 9

10. Corporations are doing something about it
81% of the world's largest
public companies that
report their greenhouse
gas (GHG) emissions data
and sustainability
strategies now include
physical threats and
disruptions from climate
change
10/24/2012 Future M: Sustainable Marketing is the Future 10

11. Customers care about sustainability
• Approx. 50% of people consider a company’s
environmental reputation as they make product
choices
• 50% of Americans can name a product that they’ve
chosen or dropped as a result of learning more
about a company’s environmental record (up from
20% in 2008)
• Millennials – the largest demographic group outside
of boomers – are 2x more likely to consider a
company’s environmental record before making a
purchase
Source: Green marketing stats that justify storytelling, Suzanne
Shelton, GreenBiz.com, August 2012
10/24/2012 Future M: Sustainable Marketing is the Future 11

12. Sustainability has short-term benefits
• Water and Energy
Savings
• Increased Property
Values
• Improved Employee
Attendance
• Increased Employee
Productivity
• Sales Improvements
5 Economic Benefits of Green Building, EcoWorld,
August 2009 Green roof on Boston City Hall
10/24/2012 Future M: Sustainable Marketing is the Future 12

13. Sustainability is good in the long term too
Corporate Sustainability creates long-term
shareholder value by embracing opportunities and
managing risks deriving from economic, environmental
and social developments.
Dow Jones Sustainability Index
10/24/2012 Future M: Sustainable Marketing is the Future 13

14. As marketers we can make a difference…
… not just in promoting our
companies, products and
services – but in shaping
the conversation about
environmental and social
sustainability.
Sustainable Marketing, by Diane Martin and John
Schouten
10/24/2012 Future M: Sustainable Marketing is the Future 14

15. Today we’ll discuss
• Sustainability – What does it mean to you?
• The Green Guides – Can you back up your green claims?
• Green Chemistry – Do you know where everyday products
come from and what’s in them?
• Electronic Waste – Where do your electronics go when you’re
done with them?
10/24/2012 Future M: Sustainable Marketing is the Future 15

16. While we’re talking, please think about
• The value of sustainability to you and your
organization
• The stories you can tell
• What you can do to make a difference
10/24/2012 Future M: Sustainable Marketing is the Future 16

17. THANK YOU!
Beth Zonis
Principal and Founder
Eco Marketing LLC
www.ecomarketingonline.com
beth.zonis@gmail.com
617-501-9660
10/24/2012 Future M: Sustainable Marketing is the Future 17

18. Doing Well by Doing Good
Sustainability Initiatives
Enhance your Brand Reputation
Strategic Partnerships
Storytelling
Lisa Lillelund
MANGO Networks - Sustainability Advisor
lisa@mangonetworks.com
www.mangonetworks.com October 24th, 2012

19. “Today’s CEOs are more committed than ever to
creating a sustainable business.”
• 93 % of Global Compact
CEOs see sustainability as
important to their future
success.
• 72 % of executives cite
“strengthening brand, trust
and reputation” as the
strongest motivator for
taking action on
sustainability issues.
Source: UN Global Compact-Accenture CEO
Study 2010, 766 CEOs surveyed
19

20. 20

21. Measuring and Reporting
• Annual Sustainability Reports
• Carbon Disclosure Project
• Dow Jones Sustainability Index
• Global Reporting Initiative
(GRI)
• GHG Greenhouse Gas Protocol
21

22. Awards and Recognition
• Ranked 1st in the Dow
Jones Sustainability World
Index
• “Environmental Contributor
of the Year” Award for the
2010 Global Water Awards
22

23. Major organizations are focusing on Sustainability
and reducing emissions
23

24. Storytelling on the website
24

25. Internal focus areas for Sustainability Initiatives
Zero Waste Marketing
Transportation
Facility GHG Core product Water
Emissions Milk
Sustainable
Packaging Sustainable Green
Ingredients Chemistry
25
(c) 2011. Stonyfield Farm, Inc. All Rights Reserved

26. Environmental goals:
World’s biggest company • Cut carbon emissions 25%
$ 135 billion in annual sales • To be supplied 100% by
renewable energy,
Over 100,000 global suppliers • Create zero waste
• Reduce energy use by 20-30% in
the 6,600 big-box stores
• 180 renewable energy projects,
second largest in the U.S. for on
site renewable energy production
26

27. Sustainability Product Index
15 Questions for Suppliers, with examples below
1. Energy and Climate: Reducing Energy Costs and Greenhouse Gas
Emissions
• Have you measured your corporate greenhouse gas emissions?
2. Material Efficiency: Reducing Waste and Enhancing Quality
• If measured, please report the total amount of solid waste generated from the
facilities that produce your product(s) for Walmart for the most recent year
measured.
3. Natural Resources: Producing High Quality, Responsibly Sourced
Raw Materials
• Have you established publicly available sustainability purchasing guidelines for
your direct suppliers that address issues such as environmental, compliance,
employment practices and product/ingredient safety?
4. People and Community: Ensuring Responsible and Ethical
Production
• Do you know the location of 100 percent of the facilities that produce your
product(s)? 27

28. Corporate Strategic Partnerships
.
Water Recycling
Global musical artist and
producer will.i.am and The
Coca-Cola Company are
collaborating with other iconic
brands to inspire a global
movement with the launch of
EKOCYCLE™ --
28

29. 29

30. .
Corporate Strategic Partnerships
30

31. Strategic Partnerships
• $10 of your daily room
rate is donated back to the
Nature Conservancy
• A tree will be planted on
your behalf as part of the
Plant A Billion Trees
Campaign
• You will also receive a
15% discount for each
night of your stay
31

32. Corporate Citizenship Program
WATER FOR PEOPLE
MERCY CORPS Achievement by the Numbers
• $ 1 M + dollars raised by employees
for our non-profit partners through
CHINA WOMEN’S
DEVELOPMENT FOUNDATION
2010, including company match
• 1.3 M people impacted worldwide
AVINA
since 2008
• 2,200 local water projects completed
PLANET WATER
FOUNDATION
32

33. Local Volunteer Opportunities
Solar Now solarnow.org
33

34. Thank You!
Lisa Lillelund
MANGO Networks
Sustainability Advisor
lisa@mangonetworks.com
www.mangonetworks.com
978-590-9212
Slides designed with assistance from www.norvelljefferson.com
34

35. Laura Koss
Senior Attorney
Federal Trade Commission

36. OVERVIEW
 FTC and Advertising Law
 The Green Guides
• The Basics
• Claims
• Enforcement

37. SEC. 5, FTC ACT (15 U.S.C. §§ 41-58)
 Tell the truth.
 Have substantiation for:
• Express and implied claims.
 Competent and reliable scientific evidence

38. GREEN GUIDES BASICS
 How do consumers understand claims?
 Apply to all forms of marketing claims
• Business to consumer
• Business to business
 Not performance standards or eco-labels

39. GREEN GUIDES REVIEW
 Public Comment
 Workshops
 Carbon Offsets/REC
• Green Packaging
• Green Buildings and Textiles
 Consumer Perception Research

40. GENERAL GREEN GUIDES PRINCIPLES
 Consumer perception controls.
 Be specific.
 Don’t overstate attributes.
 Use clear, prominent qualifications.

41. QUALIFICATIONS SHOULD BE:
 Clear
 Prominent
 Understandable
• Plain language.
• Sufficiently large type.
• In close proximity

42. TYPES OF MARKETING CLAIMS
 General benefits, Certifications
 Degradable
 Compostable
 Recycled content, Recyclable
 Source reduction
 Free-of, Non-toxic
 Ozone safe/ozone friendly
 Renewable energy, materials
 Carbon Offsets
 Refillable

43. FTC CONSUMER PERCEPTION STUDY
 Internet study - Harris Interactive
• General (“green,” “eco-friendly”)
• Sustainable
• Renewable (“made with renewable
energy/materials”)
• Carbon neutral/Carbon offset

44. GENERAL BENEFIT CLAIMS - ORIGINAL GUIDES
 Suggest wide-reaching environmental benefits.
 Difficult to substantiate.
 Avoid or qualify.

45. STUDY: “GREEN” OR “ECO-FRIENDLY”
 52% - Product had specific green attributes.
• Made with recycled materials – 61%
• Recyclable – 59%
• Made with renewable materials – 54%
• Biodegradable – 53%
 27% - Product had no negative environmental impact.

46. FINAL GUIDES – BEWARE GENERAL CLAIMS
 “Highly unlikely marketers can substantiate all
reasonable interpretations of these claims.”
 Marketers should not make unqualified general
environmental benefit claims.

47. QUALIFICATIONS – USE CAUTION
 Clear and prominent.
 Limit claim to a specific benefit(s).
 Evaluate trade-offs
 No negligible benefits
Environmentally Improved;
Now with 30% less plastic!

48. GENERAL BENEFIT CLAIMS
 Example of recent action

49. “BAMBOO FIBER” TEXTILES – ENFORCEMENT ACTION
 Actually rayon – Not environmentally friendly process
 Not biodegradable
Credit: poorandpretty.com

50. DEGRADABILITY – QUALIFY UNLESS:
“Entire [item] will completely breakdown and return to
nature within a reasonably short period of time* after
customary disposal.”
*1 year for items entering solid waste stream

51. DEGRADABILITY
Unqualified degradable claims are deceptive for
products destined for landfills, incinerators, or
recycling facilities – products won’t decompose in a
reasonably short period of time.

52. NEW: CERTIFICATIONS/LOGOS/SEALS

53. NEW: CERTIFICATIONS/LOGOS/SEALS
 Endorsements
 Need substantiation
 General environmental benefit claim
 Clear and prominent qualification:
• Refers only to specific, limited environmental benefit

54. .
GreenLogo For Environmental
Excellence

55. .
ACME Paint’s Own GreenLogo
For Environmental Excellence
• Low VOCs

56. QUALIFYING A MULTI-ATTRIBUTE CLAIM
Virtually all products impact the environment. For
details on which attributes we evaluated, go to
www.123

57. DISCLOSE MATERIAL CONNECTIONS
A “connection between the endorser and the seller of
the advertised product that might materially affect the
weight or credibility of the endorsement.”

58. “TESTED GREEN” – ENFORCEMENT ACTION
 Sold environmental certifications
 Claimed Tested Green was the “nation’s leading
certification program”
 FTC alleged Tested Green never tested any of
companies it provided with certifications, and would
“certify” anyone willing pay a fee.

59. NEW: FREE-OF CLAIMS
 May still be deceptive even if free of a substance
 Trace amounts may be okay

60. NEW: NON-TOXIC
“ . . . likely conveys that the [item] is non-toxic both for
humans and for the environment generally.”

61. NEW: RENEWABLE MATERIALS
 Tell which material used; why renewable.
 Qualify if entire product (less incidentals) is not made
with renewable materials.

62. NO GUIDANCE
 Sustainable
 Organic
 Natural

63. MORE INFORMATION?
http://business.ftc.gov/advertising-and-
marketing/environmental-marketing
www.ftc.gov
877-FTC-help
lkoss@ftc.gov

64. Green chemistry as a business
advantage
Amy S. Cannon, Ph.D.
Beyond Benign
www.beyondbenign.org

65. $
65

66. Chemists’ Roles in
Environmental Problems
• Historically, synthetic chemists have not played a
major role in the environmental movement.
• Green Chemistry identifies synthetic chemists as the
key practitioners in identifying, developing, and
implementing pollution prevention technologies.
66

67. Design Criteria
• Solubility
• Melting Point
• Glass transition temperature
• Mechanical Properties (Tensile Strength, Modulus, Elongation)
• Refractive Index
• Surface Tension
67

68. Design Criteria
• Solubility
• Melting Point
• Glass transition temperature
• Mechanical Properties (Tensile Strength, Modulus, Elongation)
• Refractive Index
• Surface Tension
• Toxicity
• Environmental Impact
68

69. Understanding Hazard
• Intrinsic nature of hazard
• Reduced hazard better than reduced exposure
• Unrelated hazards
Risk = Exposure x Hazard
69

70. Science education…
• Non-science majors science course:
– Jam-packed with Environmental Science
• Chemistry major:
– No requirements in a Bachelor’s program
– No requirements in a Master’s program
– No requirement in a Ph. D. program
*ONLY ONE UNIVERSITY IN THE U.S. REQUIRES ANY
KNOWLEDGE OF TOXICITY OR ENVIRONMENTAL HAZARD!!!
*We are changing this: Green Chemistry Commitment
(www.greenchemistrycommitment.org)

71. Green Chemistry is about…
• Shifting roles
• Design
• Understanding Intrinsic Hazard
• Changing education of chemists
• Reducing costs
• Enhancing performance
• Innovation
71

72. Green Chemistry is about…
 Shifting roles
 Design
 Understanding intrinsic hazard
 Changing education of chemists
• Reducing costs
• Enhancing performance
• Innovation
72

73. Reducing Costs
73

74. The cost of using hazardous
materials
• Storage
• Transportation
• Treatment
• Disposal
• Regulatory Costs
• Liability
• Worker Health and Safety
• Corporate Reputation
• Community Relations
• New Employee Recruitment
74

75. Environmental Regulations
120
110
100
Number of Laws
90
80
70
60
50
40
30
20
10
0
1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 75

76. Environmental Regulations
EPACT
FFCA
CERFA
CRAA
PPA
AMFA PPVA
ARPAA IEREA
AJA AQ ANTPA
120 ASBCAA A GLCPA
ESAA-AECA ABA
FFRAA CZARA
FEAPRA WRDA
110 IRA EDP
NWPAA NAWCA OPA
CODRA/NMSPAA RECA
FCRPA CAAA
MMPAA GCRA
100 GLFWRA
APA RCRAA WQA HMTUSA
SWDA WLDI NEEA
Number of Laws
CERCLA
90 CZMIA NWPA SDWAA
COWLDA SARA
FWLCA
MPRSAA BLRA
80 CAAA ARPA ERDDAA
CWA MPRSAA EAWA
SMCRA NOPPA
SWRCA PTSA
70 SDWAA UMTRCA
ESAA
BLBA QGA
FWPCA HMTA NCPA
60 MPRSA
CZMA ESA TSCA
NCA TAPA FLPMA
FEPCA RCRA
PWSA NFMA
50 MMPA FRRRPA CZMAA
SOWA
DPA NEPA
AQA EQIA
40 FOIA FCMHSA CAA
EPA
WRPA EEA
AFCA OSHA
30 FAWRAA
FHSA NPAA
NFMUA WSRA
TA EA
FWCA AEPA FIFRA PAA NHPA RCFHSA
20 BPA
WLDA
WA FWCAA
NBRA NPS MBCA FAWRA
IA FWA
RHA AA NLRA AEA
10 WPA
YA
0
1870 1880 1890 1900 1910 1920 1930 1940 1950 1960 1970 1980 1990 2000 76

77. More environmentally
benign than alternatives
Perform better More economical
than alternatives than alternatives
77

78. Safety
Green
Chemistry
Performance Cost
78

79. Green Chemical Market by Region,
World Markets: 2011-2020
79

80. Pfizer, Inc.: Re-design of Sertraline
(Zoloft)
• Use of 140 metric tons/year of titanium tetrachloride
• Generation of 440 metric tons/year of solid titanium
dioxide waste
• 150 metric tons/year of 35% HCl waste
• Need for 100 metric tons/year of 50% NaOH
• Dramatically reduced the number and volume of
solvents used
Presidential Green Chemistry Challenge Award 2002
80

81. Warner Babcock Institute for Green Chemistry
81

82. Fabrication & Organic & Polymer
Environment
Physical Testing, Synthesis Biomaterials
& Toxicology
Lab Lab
Lab
Metal Oxide Research Labs
Analytical
Separations
Research Lab
and Coatings
Applications
Lab Supplies
Chemicals &
Lab
WBI Scientists
…
Microscopy & Office Space
Surface Analysis
Lab
X-ray Lab
Learning Particle Size & Surface Thermal Analysis & NMR Multi-use Chemistry
Center Characterization Lab Spectroscopy Lab Lab Lab
WBI Executive Office Space
Beyond Benign
Cafe
82

83. Increased Bioavailability for a
Parkinson’s Disease Drug
Ultra Low Cost Non-Toxic Solar
Nontoxic, Environmentally Benign Hair Coloring Water Based Non Toxic Photoresist
Cleaning Solutions
83

84. Why Green Chemistry?
Pfizer Inc.:
Through our Green Chemistry initiative, which is grounded in Paul Anastas and John
Warner's 12 Principles of Green Chemistry, we are dedicated to promoting the
selection and use of environmentally preferable chemicals, eliminating waste and
conserving energy.
It is integral to the way we do business and delivers sustainable, long-term profitability
through safer more efficient processes; increased product yield that are compatible
with protecting the environment; and the health and safety of our colleagues,
customers, and the communities where we live and work.
http://www.pfizer.com/responsibility/protecting_environment/greener_processes.jsp
84

85. Thank you!
Amy_Cannon@beyondbenign.org
www.beyondbenign.org
www.greenchemistrycommitment.org
85

86. Sustainability Credibility
3rd Party Certification and Marketing
Mike Enberg
e-Stewards Enterprise Director
menberg@ban.org

87. Value of 3rd Party Certification
• Decreased Information Costs for Customers
• Increased Assurance of Consistent Quality
• Helps Instill Better Management and Practices
• Market Differentiation
87

88. Branded! by Michael Conroy
“The opportunity [is] to
associate a company brand
with systems of third-party
independent certifications to
show – in ways that are
credible to a skeptical public
– that the company is
complying with the highest
standards for social and
environmental practices.”
88

89. Got e-Waste?
• This is a business problem – happily, it is one
with a solution.
• Your company, no matter how big or small,
can make a global difference.
• There are tangible benefits in doing so.
89

90. Lesson Learned
How to engage companies and individuals in a
sustainability marketing program.
A.I.D.A.

91. 91

92. 92

93. In USA: 80% delivered to “recyclers” or from
unsubsidized collection events are exported
93

94. Exporting Harm
94

95. The Digital Dump
95

96. 96

97. And it comes from your desktop.
97

98. 98

99. In this complicated and risky world…
A clear need for
 Awareness in the market that much of what is called
“recycling” is dumping by another name.
 To identify, promote and support those companies that choose
to recycle properly:
 An accredited, independently audited certification program that is
principled but practical
 A standard can provide companies and the public complete assurance
their spent electronics will not be dumped on developing countries
99

100. 100

101. e-Stewards Enterprise Program
• The e-Stewards Enterprise program recognizes
and rewards companies, governments and
organizations that choose to recycle their
electronics responsibly.
• Engage the producers as well as the
processors
• “Leaders Lead.”
101

102. 3rd-Party, Independent
Environmental Certifications
Risk Mitigation
Reward Maximization
102

103. e-Stewards Enterprises Today
(partial list)
103

104. The End-Product of
3rd-Party
Certifications
Kai Loeffelbein
Unicef’s Photo of the Year 2011
Change
104

105. What You Can Do
www.e-stewards.org