1. UL Environment – TerraChoice
Making Green Make Sense
Making & Selling Greener Products in 2012
Libby Bernick
Vice President, UL Environment
elizabeth.bernick@ul.com
© 2012 Underwriters Laboratories Inc.

2. Source: TerraChoice

3. Complicated Markets
Talk to the
hand.
RAW NUTZ* HERBs* MOSS* WEEDs* SCUM*
Righteous & Willing Hopeful Masses Of Waiting for Stubborn Comatose
Nature Unspoiling Eco-Ranting Sustainable Everyone Else Undereducated
Total Zealots Buyers Demographic Mainstream
Starters

4. Complicated Markets
RAW NUTZ* HERBs* MOSS* WEEDs* SCUM*
Righteous & Willing Hopeful Masses Of Waiting for Stubborn Comatose
Nature Unspoiling Eco-Ranting Sustainable Everyone Else Undereducated
Total Zealots Buyers Demographic Mainstream
Starters

5. Complicated Products
5

6. Complicated Laws
6

7. 7

8. Eco-labeling: Problem
• A dime a dozen
• We bought this
one online
for $15
8

9. …….and Solution
9

10. Greener Product World
10

11. Companies Improve
Less greenwashing
11

12. Recommendations: Greener Product
Success
External Internal
Market Drivers Value Proposition
NGOs
Sustainability Value Competitors
Corporate
Mapping Customers
Gov’t Brand
Product
Final Product
Users
Sustainability Value Mapping
Science-based strategies that resonate
with customers
12

13. Recommendations: Greener Product
Success
1. Sustainability Value Mapping
2. Transparency
3. Incremental progress, without overstatement
4. Third-party certifications
5. Journey
13

14. THANK YOU.
Libby Bernick
Vice President, UL Environment
elizabeth.bernick@ul.com