Sustainability Branding Session 4 Instructor Thomas Murphy Email

Sustainability Branding Session 4: Instructor: Thomas Murphy Email: Tmurphy@clarku. edu Phone: (978) 760 -1388

http: //www. sustainability-marketing. com/ THE DEFINITION AND EVOLUTION OF SUSTAINABILITY MARKETING

THE DEFINITION AND EVOLUTION OF SUSTAINABILITY MARKETING

DEFINING SUSTAINABLE MARKETING “The process of creating, communicating and delivering value to customers in a way that both natural and human capital are preserved or enhanced throughout. ” (1) Creating Value: Level of Benefit or Satisfaction (2) Communicating: Person to Person, Direct Media, Indirect Online (3) Delivering Value: Performance, Resolved Need, Channels (4) Natural Capital: Natural Resources, Air, Water, Land (5) Human Capital: Skills, Quality of Life, Creativity

WHAT IS “SUSTAINABLE MARKETING” Sustainability Marketing goes beyond the typical concept of marketing as the development, pricing, promotion and placement of products {or services} for sale. At the broadest level it represents socially responsible positioning the company as an advocate for solutions at a society level. This contributes to the public image of the company. • Exxon support of reforestation CSR Sustainable Solution Strategy Green Footprint Green Products and Services

WHAT IS “SUSTAINABLE MARKETING” CSR Sustainable Solution Strategy Green Footprint Green Products and Services Establishing a green footprint requires that the company insure its customers that its manufacturing and operations minimize harm to the environment and eco system. • Bumblebee dolphin safe fishing • Environmental safe packaging Developing and promoting green products is the closet to traditional marketing. It can take the form of entire new brands focused upon emerging green issues or brand extensions which enhance consumer needs.

EVOLUTION OF SUSTAINABLE MARKETING There is a natural roadmap over the last 30 years that defines the transition from traditional marketing practice to green marketing practices 2006 Consumption based marketing is the traditional push marketing approach of products to consumers for mass consumption regardless of their health or environmental outcomes {i. e. Tobacco products in the 1960’s} Sustainable 1990’s Green Social marketing is the focused promotional and awareness campaigns by socially active non profit organizations to alter behavior 1980’s Ecological 1970’s Social 1960’s Consumpti on

EVOLUTION OF SUSTAINABLE MARKETING Ecological marketing emerged in the late 1970’s to focus on product or service developments that react to solve existing major problems {i. e. Fuel efficient cars} Green marketing {environmental marketing} proactively develops and markets environmentally safe products that create markets of customers {personal care products} 2006 Sustainable marketing broadens the approach of green marketing to encompass entire themes of issues around which a solution is created. This solution can contain a number of products or services and also looks at the longer term sustainable goals to permanently reduce the problem {for instance reducing oil dependency} 1990’s Green 1980’s Ecological 1970’s Social 1960’s Consumpti on

SUSTAINABILITY MARKETING’S DUAL ROLE Two very different roles exist and they can coincide together for some companies. The Green element applies marketing to position, promote and sell green products and services to consumers and business. The Social Sustainability element defines a socially responsible mission and practices for a company that become part of its image, brand bottom line. This is the Social component of the new “Triple Bottom Line” for global companies: Sustainabilit y · Financial Benefit · Ethical Benefit · Social Benefit Marketing Social Ecofootprint Profit Human welfare Green products Green services

http: //www. simplilearn. com/corporatesocial-responsibility-article

CORPORATE SOCIAL RESPONSIBILITY (CSR) What is CSR? Corporate Social Responsibility is a management concept whereby companies integrate social and environmental concerns in their business operations and interactions with their stakeholders. http: //gamyba. le. lt/en/socialresponsibility/corporate-socialresponsibility/ CSR is generally understood as being the way through which a company achieves a balance of economic, environmental and social imperatives, while at the same time addressing the expectations of shareholders and stakeholders.

COMPANIES CAN FOLLOW 2 SIMULTANEOUS PATHS TO CORPORATE SUSTAINABILITY Corporate Social Responsibility Social Issues Donations Event Sponsor Social Programs Eco-Footprint Ethics & Policy 1 2 Sustainability Products and Services Packaging Materials Ingredients Services Innovations Re-Use

Eco-Friendly Preservation Themes Community Program Funding and Support Company Specific Impact Resolution TYPICAL FOCUS AREAS OF CORPORATE SOCIAL RESPONSIBILITY

WHY CORPORATE RESPONSIBILITY HAS THE POTENTIAL TO DELIVER FINANCIAL, COMPETITIVE RETURNS JULY 13, 2015 BY STEVE ROCHLIN SUSTAINABLEBRANDS. COM • STUDY CONDUCTED WITH 1000 CXO’S BY SB, SPONSORED BY BABSON COLLEGE , VERIZON CSR PROGRAMS HAVE THE POTENTIAL AND CAMPBELL SOUP KEY FINDINGS: • GOAL WAS TO DETERMINE IF CORPORATE RESPONSIBILITY SUPPORTED OR DISTRACTED FROM FINANCIAL AND COMPETITIVE GOALS TO • INCREASE MARKET VALUE BY 4 -6 PERCENT • REDUCE COST OF EQUITY BY 1 PERCENT • INCREASE SALES UP TO 20 PERCENT • PROJECT ROI: DEFINING THE COMPETITIVE AND FINANCIAL ADVANTAGES OF CORPORATE RESPONSIBILITY AND SUSTAINABILITY http: //www. sustainablebrands. com/news_and_view • RISK PROTECTION OF 4 -7 PERCENT OF COMPANY VALUE s/new_metrics/steve_rochlin/why_corporate_respo nsibility_has_potential_deliver_financia • REDUCE EMPLOYEE TURNOVER RATE BY 25 - • INCREASE EMPLOYEE PRODUCTIVITY UP TO 13 PERCENT

“PEPSI REFRESH” CSR

COCA COLA CSR

STARBUCKS “CAFÉ” PROGRAM

STARBUCKS “CAFÉ” PRACTICES COFFEE AND FARMER EQUITY PRACTICES

Consumer Engagement http: //www. slideshare. net/gigabagishvili/co nsumerism-34487148

CONSUMER ENGAGEMENT IN MARKETING PROCESSES Word-of-mouth marketing occurs when people share their stories, opinions, or experiences about ta product in a way that motivates others to also consider or try the product as a result. Companies can enhance the likelihood of word of mouth by: • Educating people about their products and services; • Identifying other people likely to share their customers’ opinions; http: //www. freshminds. net/2010/ • Making it easier for their customers to share information; 04/assessing-the-impact-of-word -of-mouth-marketing-a-mckinsey • Studying and understanding the context of -report/ information sharing; • Engaging in dialogue with supporters, detractors, and neutrals.

The Sustainable Consumer http: //www. sustainablebrands. com/news_a nd_views/blog/retailers-role-leading-waysustainable-shopping

THE EMERGING GREEN MARKET What is Green Market? If 20 years ago, Procter & Gamble had reduced the size of its iconic Tide brand liquid detergent, consumers would have felt cheated: “Why am I paying the same price for a smaller quantity? ” In today’s sustainability-heightened marketplace, while the average consumer is still unlikely to equate a smaller package with “lowered carbon footprint, ” the chances are exponentially greater that they’ve been exposed to all the elements behind such designations. The term Green Market is commonly used to distinguish sustainability-oriented consumers and the businesses that serve them. Articles: Emerging markets willing to pay more for 'green' products The Green Bottom Line: This Time It’s Personal

GREEN MARKETS BY INTEREST AREA The current landscape of green products and services can be generally divided into 4 major markets of customers with common green interests: Resource Conservers • Recycling products • Energy saving • Pollution control • Water conservation Animal Lovers • Vegan foods • Natural pet products • Animal friendly brands Health Fanatics • Organic and natural foods • Sunblock protection • Natural personal care products • Natural cleaning products Outdoor Enthusiasts • Biodegradable products • Reusable durable clothing • Wood and paper substitutes • Biking, walking and other outdoor activities and products

NATURAL PYRAMID OF GREEN CUSTOMERS Early Adopters Green Enthusiasts Late Adopters Near Converts who want some proof and willing to give up something Early Majority Want same benefits as regular products… without sacrifice

SUSTAINABLE CONSUMPTION Sustainable Consumption is that which meets people’s needs without compromising the ability of other people to meet their needs, either now or in the future. Individuals or households would not systematically contribute to environmental increases in synthetic substances or substances extracted from the Earth’s crust. Consumers of sustainable marketing become active collaborators in caring for the planet and creating positive social change. Consumers increasingly will reward companies that work honestly toward more sustainable efforts and outcomes. https: //www. megforum. unifreiburg. de/prevfora/Forum%202012

PRODUCT CONSUMPTION PROCESS 1 The consumption process is standard for both green and conventional products in any market. Identify a Need 5 2 Use and After Use 4 Purchase the Product Search for informatio n 3 Evaluate Alternative s When a product purchase is a frequent {daily} purchase at low cost {juice}, it is considered a “habit purchase”. This type of purchase frequently bypasses the second stage information search. When a consumer has a brand preference {P&G}, particularly for low cost items {Toothpaste} they frequently bypass the third stage of evaluating alternatives.

GREEN MARKETER’S DILEMMA Green benefits are part of the customer need equation With most green products here is the dilemma of trying to market the brand against both the other green product alternatives as well as the conventional product alternatives. There is tremendous pressure to translate green benefits into the needs of the consumer and show that the green promise is credible. Consumers typically want proof that they will have a minimum sacrifice in cost or satisfaction from sustainable alternatives. Identify a Need Use and After Use Simple to use and easy to dispose Purchase the Product Readily available Search for informatio n Credibility and references Evaluate Alternative s There are minimal sacrifices in cost or performance for “Going Green”

CONSUMPTION EXTERNAL INFLUENCES There are many influences on the green product consumption decision which are external to the consumers themselves. High vs Low cost Identify a Need Search for informatio n Use and After Use Resell or Dispose Social Media Necessity or indulgence Purchase the Product Social visibility Evaluate Alternative s Frequency of use General media coverage of green and sustainable issues has a direct impact on consumer preferences for green products. Social media blogs and tweets reflect general norms of behavior that consumers emulate or absorb when deciding on alternatives. The nature of the product itself, in terms of cost, indulgence, frequency of use and visibility all affect the final purchase decision and the way in which the green product may be used.

OBVIOUS VS SUBLIMINAL GREEN BUYING MOTIVATIONS Understanding the basic factors that motivate people to consider green products, is a good first step in relating marketing actions to purchase behavior. The left side factors are the obvious surface motivations to consider buying green products. These motivators, except for the Early Adopters, are most effective with low cost and low risk products such as dish soap. For the majority of the customer segment to be motivated toward green alternatives of more expensive products {aka hybrid cars, solar energy} the more subliminal factors come into play. Obvious Motivatio ns Sublimina l Motivatio ns Help the planet Guilty conscien ce Live better and longer Show off Save money Hidden fear

4 NEW YEAR’S RESOLUTIONS FOR SUSTAINABILITY MARKETERS JANUARY 14, 2016 BY TOM SZAKY “A NEW YEAR MEANS FOUR MORE QUARTERS TO PITCH, INTRO COMMENTS MARKET AND ADVERTISE YOUR SUSTAINABLE PRODUCT OR BRAND TO EAGER CONSUMERS ACROSS THE GLOBE. THE WORLD IS SHIFTING TOWARD ENVIRONMENTAL CONSCIOUSNESS WHETHER YOU BELIEVE IT OR NOT, AND REACHING CONSUMERS IN “THESE FOUR PIECES OF ADVICE ARE MY RECOMMENDATIONS TO SUSTAINABLE BRAND MARKETERS MOVING INTO THE NEW YEAR. ”

4 NEW YEAR’S RESOLUTIONS FOR SUSTAINABILITY BE TRANSPARENT MARKETERS JANUARY 14, 2016 FOCUS BY TOM SZAKY ON THE ABOUT PRODUCT, NOT THE SUSTAINABILITY “GREEN” CLAIMS • CLARIFY THE CLAIM • CORE PERFORMANCE MUST BE EQUAL TO NON SUSTAINABLE • DESCRIBE HOW AND WHEN • QUALITY MUST BE EQUAL OR GREATER • SHOW WHY IT IS BETTER • PRICE MUST BE COMPARABLE • WHAT DOES IT MEAN TO THE CONSUMER

4 NEW YEAR’S RESOLUTIONS FOR SUSTAINABILITY MARKETERS JANUARY 14, 2016 BY TOM SZAKY EDUCATE CONSUMERS ABOUT PROPER DISPOSAL APPEAL TO CONSCIOUS CONSUMERS • BUILD CONSUMER TRUST IN YOUR SUSTAINABLE FOCUS • HOW TO RECYCLE “LAPTOPS” • SHOW YOU CARE ABOUT MORE THAN PROFITS • OR TO RETURN “H&M” • EXAMPLES • TOM’S OF MAINE • THE NORTH FACE

MARKETERS: STOP SELLING 'GREEN, ' START SELLING PRODUCTS THAT MATCH OUR VALUES JANUARY 28, 2016 PART OF A LARGER SOCIAL SHOW THAT PERFORMANCE O BENEFIT VALUE IS EQUAL OR BETTER • CAN ACTUALLY SAVE MONEY • HYBRID VEHICLES • CHEMICAL FREE CLOTHING THAT ALSO IMPROVES GLOBAL WATER QUALITY AND HEALTH • LED LIGHTBULBS • LONGER LASTING • SAFER TO USE PART OF A LARGER CONSUMER TREND

Barriers to Sustainable Purchasing

MAJOR BARRIERS TO MORE SUSTAINABLE CONSUMER BEHAVIOR Lack of Awareness & Knowledge: Many consumers claim they don’t know how to reduce their social and environmental impacts. Negative Perceptions: Many consumers tend to believe that more sustainable products are inferior with respect to actual performance. Distrust: Many consumers don’t believe marketers’ sustainability claims, and rightfully so because of the level of false and misleading claims. High Prices: Many consumers believe, often correctly, that more sustainable products carry higher prices, which they are unwilling to pay. Low Availability: Many consumers have a hard time even finding more sustainable products, such as organic foods, renewable power, or environmentally friendly apparel or home furnishings.

What Are Sustainable Brands ? Sustainability brands are products and services that are branded to signify a special added value in terms of environmental and social benefits to the customer and thus enable the differentiation from competitors. Sustainability brand - Wikipedia, the free encyclopedia

Five Human Aspirations That Hold the Future for Brands June 19, 2015 by Raphael Bemporad 1. Abundance Without Waste Aspirationals are redefining the idea of abundance, seeking more experiences in ways that use fewer resources and produce less waste. It’s a shift from a scarcity mentality to a new reality, where our creativity is an infinite resource. Aspirationals are leading the way from an ownership economy to one driven by access, sharing and collaboration. Aspirationals don’t necessarily want more material possessions but rather more meaningful experiences that help them live better. BRAND INNOVATION

Five Human Aspirations That Hold the Future for Brands June 19, 2015 by Raphael Bemporad In virtually every product category, brands are meeting this aspiration with new business models and delightful brand experiences. Le Tote is an apparel subscription service that delivers on-trend clothing and accessories to your door, allowing you to rent full outfits for as long as you want and return them when you’re ready. BRAND INNOVATION Similarly, Patagonia is redefining the rules of apparel with Worn Wear, a platform encouraging people to think about the enduring quality of what they buy and to repair, share or recycle their clothes so that the stories and experiences live on and on.

Five Human Aspirations That Hold the Future for Brands June 19, 2015 by Raphael Bemporad BRAND INNOVATION 2. Truly as You Are The explosion of mobile technology and data has fueled new expectations for transparency and new dynamics of trust. The very fact that “the truth will out” is accepted by the Aspirational generation, and whether it plays out in their lives or in their expectations of brands, it’s no longer about perfection, but honesty.

Five Human Aspirations That Hold the Future for Brands June 19, 2015 by Raphael Bemporad BRAND INNOVATION 2. Truly as You Are Aspirationals are leading the shift from flawless to honest, from hiding imperfections to revealing realities and from controlling the conversation to inviting others in to help solve challenges together.

Five Human Aspirations That Hold the Future for Brands June 19, 2015 by Raphael Bemporad BRAND INNOVATION 2. Truly as You Are The fearless fashion house Everlane is making radical transparency an essential part of its brand promise, providing detailed information and costs on every step of its manufacturing process and inviting customers to “know your factories, know your costs and always ask why. ” Dove has inspired a cultural movement by celebrating our Real Beauty, Beauty and The Honest Company is disrupting the baby and personal care industry by uniting healthier ingredients; honest, mom-friendly answers; and a social goodness platform designed to help us make a difference together.

Five Human Aspirations That Hold the Future for Brands June 19, 2015 by Raphael Bemporad BRAND INNOVATION 3. Get Closer Like never before, peers have become the new face of brands. We’ve always desired human connection, but today people like us are the actual providers of the products, services and brand experiences. From Airbnb to Uber to Getaround, the marketplace is shifting from selling products to engaging peers and from generating transactions to building relationships. . ” Increasingly, we’re purchasing from peer networks, seeking to “meet the makers” and moving from “made by machines” to “made by people

Five Human Aspirations That Hold the Future for Brands June 19, 2015 by Raphael Bemporad BRAND INNOVATION 4. All of IT The Aspirational generation wants to be, do and have it all. Rooted in a deep desire for freedom, the rejection of limiting binary choices and a reimagination of the American Dream without finish lines, Aspirationals are fueling a cultural shift from fixed answers to fluid options, from having a clear destination to enjoying the journey and from reacting to others’ ideas of success to seeking happiness on our own terms.

Five Human Aspirations That Hold the Future for Brands June 19, 2015 by Raphael Bemporad BRAND INNOVATION 4. All of IT Shifting the paradigm from fixed to fluid means refusing to be trapped by predetermined categories such as age, gender or yesterday’s expectations. Tapping this new reality, Urban Outfitters has created Without Walls, a new brand curated collection that takes you from morning workout to the workplace to an evening with friends, living seamlessly through the roles, opportunities and adventures that each day brings.

Five Human Aspirations That Hold the Future for Brands June 19, 2015 by Raphael Bemporad BRAND INNOVATION 5. Do Some Good Aspirationals represent a refreshing optimism and a new sense of agency born from the belief that their purchases, votes and actions matter, especially when joining with others to create change together. However, the lens for social impact is shifting from narrowly defined political issues to broad lifestyle values, from bold stands to everyday behaviors and from rallying toward some distant goal to taking action today in ways that help move us all forward.

Five Human Aspirations That Hold the Future for Brands June 19, 2015 by Raphael Bemporad BRAND INNOVATION 5. Do Some Good Aspirationals want something to believe in and they want brands to stand for something bigger than incremental product benefits. They want brands to embody an inspiring ethos, to bring a strong point of view and put a flag in the ground.

Five Human Aspirations That Hold the Future for Brands June 19, 2015 by Raphael Bemporad BRAND INNOVATION 5. Do Some Good Inspired by pioneering social brands such as TOMS and Warby Parker, Target is delivering on the desire to do some good with Made to Matter, a handpicked collection of 31 brands that are better for your health and give back to the community. This new tribe of brands including Method, KIND is Method Happy Family and Happy Family projected to generate $1 billion in sales for Target this year.

Five Human Aspirations That Hold the Future for Brands June 19, 2015 by Raphael Bemporad BRAND INNOVATION The Takeaway for Brands These five human aspirations represent a profound cultural shift in the marketplace and a tremendous opportunity for brands. It’s no longer about asking consumers to buy something. It’s about inspiring them to be something by helping us reveal our best selves and realize a better world.

SUSTAINABLE PRODUCT DESIGN • Design products to be manufactured with renewable, reclaimed, nontoxic and organic materials; • Design products for more efficient, carbon-neutral storage and transportation; • Design products for safe, carbon-neutral operation; • Design products for disassembly, remanufacturing, and materials recovery. http: //www. greengig. com/2012/07/evaluatin g-products-with-a-sustainability-scorecard/

Cradle to Cradle http: //www. ekoroof. com/ctc. html

Cradle to Cradle Principles The Cradle to Cradle framework is fundamentally about constantly improving and moving from simply being “less bad” to becoming “more Material Health: Value good. ” Conventional eco-efficient demand good materials as nutrients for safe, continuous cycling Material Reutilization: Maintain continuous flows of biological and technical nutrients side approaches often simply seek to reduce or minimize damage and shrink your “negative footprint”. Efficiency is simply good business. By adding what we call eco-effective supply side approaches and integrating positively defined goals based on Cradle to Cradle values and principles, we are able to direct innovation and leadership towards a “positive footprint”. Renewable Energy: Power all operations with 100% renewable energy Water Stewardship: Regard water as a precious resource Social Fairness: Celebrate all people and natural systems Cradle to Cradle http: //www. mbdc. com/cradle-tocradle/c 2 c-framework/

Lego Group Investing $150 M in R&D for Sustainable Materials June 18, 2015 This week, LEGO Group announced an investment of 1 billion Danish Kroner (~US$152 million) in the research, development and implementation of sustainable raw materials to manufacture LEGO® toys and packaging materials. “This is a major step for the LEGO Group on our way towards achieving our 2030 ambition on sustainable materials, ” said CEO and president Jørgen Vig Knudstorp. “We have already taken important steps to reduce our carbon footprint and leave a positive impact on the planet by reducing the packaging size, by introducing FSC-certified packaging and through our investment in an offshore wind farm. Now we are accelerating our focus on materials. ”

Lego Group Investing $150 M in R&D for Sustainable Materials June 18, 2015 The investment will result in the establishment of the LEGO Sustainable Materials Centre, which will be based at the LEGO Group’s headquarters in Billund, Denmark, and include all current functions and employees working to find alternative materials. In addition, LEGO says it expects to recruit more than 100 specialists within the materials field during the coming years. Significant resources required The decision to significantly boost the search for sustainable materials was taken at the recent LEGO Group General Assembly last month. In 2012, the LEGO Group first shared its ambition to find and implement sustainable alternatives to the current raw materials used to manufacture LEGO products by 2030; in 2014 more than 60 billion LEGO elements were made — finding alternatives to the materials used to make these bricks would significantly reduce the LEGO Group’s impact on the planet.

DEMATERIALIZATION Donald Fuller describes three ways to dematerialize : 1 Limit the quantities of materials used in packaging; 2 Move from disposable goods to higher quality durable goods; 3 Convert traditional ownership of durable goods to shared ownership, shared use, or rental programs.

Graduate School of M a n a g e m e n t SUSTAINABILITY MARKETING MKT 5487 Clark University http: //www. smashbrand. com/articles/whysustainable-packaging-design-matters/ SUSTAINABLE PACKAGING

Packaging Adds Direct Sustainable Benefits to Products in Any of 3 Ways 1. Reduce the amount of packaging required {Laundry Pods} 2. Reuse packaging for multiple uses {Water Bottles} 3. Packaging that allows recycling {Batteries} https: //sustyblog. wordpress. com/20 13/03/03/personal-sustainability/ THE 3 R’S OF SUSTAINABLE PRODUCTS

SUSTAINABLE PACKAGING The Sustainable Packaging Coalition (SPC) is a nonprofit organization that advocates for more environmentally friendly packaging and innovation in the supply chain. According to the SPC definition, sustainable packaging: • Beneficial, safe, and healthy for individuals and communities throughout its life cycle; • Meets market criteria for performance and cost; • Sourced, manufactured, transported, and recycled using renewable energy; • Maximizes the use of renewable or recycled source materials; • Manufactured using clean production technologies and best practices; • Made from materials healthy in all probable end-of-life scenarios; • Physically designed to optimize materials and energy; • Effectively recovered and utilized in biological and/or industrial cradle-to-cradle cycles.

SUSTAINABLE LABELING Third-Party Certifications Created by Government or non profit organizations Indicating that products meet measurable standards For social or environmental performance A form of co-branding providing competitive advantage

GREEN SEAL CERTIFICATION Green Seal is a non-profit environmental standard development and certification organization. Green Seal's flagship program is the certification of products, services, restaurants, and hotels. The certification is based on Green Seal standards, which contain performance, health, and sustainability criteria. Green Seal - Wikipedia, the free encyclopedia 1. https: //en. wikipedia. org/wiki/Green_Seal. Wikipedia

http: //hendymustikoaji. blogspot. com/2014/ 10/greenwashing-and-itsconsequences. html https: //uartsgr 655. wordpress. com/2011/05/ 10/greenwashing-analyzing-the-visualtactics-of-green-advertising/ THE 7 SINS OF GREENWASHING

Greenwashing (a compound word modelled on "whitewash"), or "green sheen, " is a form of spin in which green PR or green marketing is deceptively used to promote the perception that an organization's products, aims or policies are environmentally friendly. GREENWASHING Greenwashing - Wikipedia, the free encyclopedia https: //en. wikipedia. org/wiki/Greenwashin g. Wikipedia

A claim suggesting that a product is ‘green’ based on a narrow set of attributes without attention to other important environmental issues. Sin 1 Hidden Trade Offs Paper, for example, is not necessarily environmentallypreferable just because it comes from a sustainably-harvested forest. Other important environmental issues in the paper-making process, such as greenhouse gas emissions, or chlorine use in bleaching may be equally important. http: //www. businesspundit. com/the-top-25 greenwashed-products-in-america/

An environmental claim that cannot be substantiated by easily accessible supporting information or by a reliable third-party certification. Common examples are facial tissues or toilet tissue products that claim various percentages of post-consumer recycled content without providing evidence. Sin 2 No Proof http: //inhabitat. com/greenwashing-101 -thehttp: //sinsofgreenwashing. org/games-swiffer-green-or-greenwash/swiffer-proctortools/name-that-sin/index. html and-gamble-greenwashing-101 greenwashing/

A claim that is so poorly defined or broad that its real meaning is likely to be misunderstood by the consumer. ‘All-natural’ is an example. Arsenic, uranium, mercury, and formaldehyde are all naturally occurring, and poisonous. ‘All natural’ isn’t necessarily ‘green’. Sin 3 Vagueness http: //kidfriendlyorganiclife. blogspot. com/20 13/04/have-you-been-greenwashed. html http: //sinsofgreenwashing. org/gamestools/name-that-sin/index. html

An environmental claim that may be truthful but is unimportant or unhelpful for consumers seeking environmentally preferable products. ‘CFC-free’ is a common example, since it is a frequent claim despite the fact that CFCs are banned by law. http: //www. purspraypet. com/natural-fleacontrol/greenwashing-green-isnt/ Sin 4 Irrelevance http: //sinsofgreenwashing. org/gamestools/name-that-sin/index. html

A claim that may be true within the product category, but that risks distracting the consumer from the greater environmental impacts of the category as a whole. Organic cigarettes could be an example of this Sin, as might the fuel-efficient sport-utility vehicle. http: //louwynn. blogspot. com/2012/02/organ ic-cigarettes. html Sin 5 Lesser of Two Evils

Environmental claims that are simply false. The most common examples were products falsely claiming to be Energy Star certified or registered. Sin 6 Fibbing http: //sinsofgreenwashing. org/gamestools/name-that-sin/index. html http: //inhabitat. com/is-it-green-cordlessvacuum-cleaners/

http: //blindedbythelightt. blogspot. com/2014 /01/meaningless-food-labels-we-tendto. html Sin 7 Worshiping False Labels http: //sinsofgreenwashing. org/gamestools/name-that-sin/index. html

Labels are not enough Be Clear Be Honest Admit Mistakes Fix Mistakes http: //xen. com. au/brand-transparency-andbuilding-customer-relationships/