On August 2, 2010, UL Environment and Greener World Media released a draft sustainability certification for manufacturing companies.
On August 4, John Warner of Warner Babcock Institute for Green Chemistry (also known as the “Father of Green Chemistry”) spoke at the Cleantech InnoVenture Center in Lynn, MA.
Here are the key components of UL’s and Greener World Media’s Sustainability Certification criteria:
• Sustainability governance: How an organization leads and manages itself in relation to its stakeholders, including employees, investors, regulatory authorities, customers and the communities in which it operates.
• Environment: How an organization manages its environmental footprint across its policies, operations, products and services, including its resource use and emissions.
• Workforce: Issues related to employee working conditions, organization culture, benefits and retention.
• Customers and suppliers: Issues related to an organization’s policies and practices on product safety, quality, pricing and marketing as well as its supply chain policies and practices.
• Social and community engagement: An organization’s impacts on the communities in which it operates in the areas of social equity, ethical conduct and human rights.
The authors of this Sustainability Certification are looking for your comments. The comment process is open to all. To participate, register at www.greenbiz.com/ratings. The comment period for ULE 880 is open until September 14, 2010. For more information on this certification, please visit: http://www.greenbiz.com/news/2010/08/02/sustainability-certification-companies-opens-public-comment
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John Warner established the 12 principles of Green Chemistry. These are critical to designing healthy products and also improving competitive advantage.
- Pollution Prevention: It is better to prevent waste than to treat and clean up waste after it is formed.
- Atom Economy: Synthetic methods should be designed to maximize the incorporation of all materials used in the process into the final product.
- Less Hazardous Synthesis: Whenever practicable, synthetic methodologies should be designed to use and generate substances that possess little or no toxicity to human health and the environment.
- Design Safer Chemicals: Chemical products should be designed to preserve efficacy of the function while reducing toxicity.
- Safer Solvents and Auxiliaries: The use of auxiliary substances (solvents, separations agents, etc.) should be made unnecessary whenever possible and, when used, innocuous.
- Design for Energy Efficiency: Energy requirements should be recognized for their environmental and economic impacts and should be minimized. Synthetic methods should be conducted to ambient temperature and pressure.
- Use of Renewable Feedstocks: A raw material or feedstock should be renewable rather than depleting whenever technically and economically practical.
- Reduce Derivatives: Unnecessary derivatization (blocking group, protection/deprotection, temporary modification of physical/chemical processes) should be avoided whenever possible.
- Catalysis: Catalytic reagents (as selective as possible) are superior to stoichiometric reagents.
- Design for Degradation: Chemical products should be designed so that at the end of their function they do not persist in the environment and instead breakdown into innocuous degradation products.
- Real-Time Analysis for Pollution Prevention: Analytical methodologies need to be further developed to allow for real-time in-process monitoring and control prior to the formation of hazardous substances.
- Inherently Safer Chemistry for Accident Prevention: Substance and the form of a substance used in a chemical process should be chosen so as to minimize the potential for chemical accidents, including releases, explosions and fires.
For more information on John Warner and Green Chemistry, please visit: Warner Babcock
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There are clear synergies between Green Chemistry and sustainable manufacturing. These 2 groups should get together and merge their concepts.
If you’re doing sustainable manufacturing, Eco Marketing would like to hear from you. How does the above compare to what you’re doing? Which model is best? Eco Marketing can help you update and communicate your sustainability story. By properly demonstrating measures you have taken to improve your manufacturing sustainability, you should be able to delight your current clients and partners, and open doors to new suppliers and customers.
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Please let us know what you think.
Eco Marketing requires all of the usual marketing considerations, but nuanced. For every organization the starting point should be a value proposition that is meaningful to your customers. As Jacqueline Ottman explains in Green Marketing Myopia[1], it’s important not to get too carried away with the green-ness or sustainability of your offering, at the expense of explaining how well it solves your customer’s needs.
1. Know your target audience. Who are they? How would you describe them (e.g., small or large, old or young, consumer or business, role within the household or business, industry or sector, location, interests, traits, characteristics, etc.)?
- From a purchasing perspective, what shades of green are your customers? Do they insist on buying ONLY environmentally correct products, for example?
- Which segments of your market care more about sustainability or green-ness?
2. Articulate your customer’s needs or pain points. What are their concerns? What problems do they need to solve?
- Is sustainability high on your customer’s list of requirements?
- What words do they use to describe their requirements and the results they’re seeking?
3. Define your product or service in terms of the benefits to the customer. How does it solve the customer’s need (e.g., for transportation: getting from point A to point B)? How much of an improvement will it be over what they’re currently using or doing?
- Be careful to avoid greenwashing[2]! Tell the truth and substantiate your claims. (See the FTC Guidelines for Environmental Marketing Claims.)
- Avoid Green Marketing Myopia and make sure to address the customer pain points. Don’t stress your green-ness at the expense of what’s important to your customer.[3]
4. Know your strengths. What are you particularly good at? What problems does your product or service solve? How is your product or service unique or better than what the competition offers?
- Does your offering satisfy more customer requirements than the alternatives because it’s green or sustainable?
- Does it cost more because it’s green or sustainable? (Consider capital and operating costs.)
5. Revisit the green part of your message. How much do your customers care about the environment? Where does green rank in their buying criteria? Is there a new market that is now open to you because of your green-ness?
- Is your product or service intrinsically green (such as renewable energy), or are your operations green (you have a comprehensive sustainability program)?
- How much does it matter?
6. Certify your green-ness. Assuming it’s important to your customers, utilize legitimate and widely recognized certifications and ratings, and above all, client testimonials. It’s good to describe how you’re green, but it’s even more important to QUANTIFY the benefits and results, especially for your clients.
- The best ways to avoid greenwashing are to utilize recognized endorsements or labels as well as customer testimonials, quantified whenever possible. Make sure to substantiate your claims!
7. Walk the talk. Make sure to use sustainable practices in your own operations and marketing events. For example, provide recycling opportunities at customer events, and use natural lighting whenever possible.
8. Get the word out. What do you want people to do when they learn about your product or service? Consider how your clients acquire and use information. Make sure that you have the strategy and goals set before you select the methodology and tactics.
9. Establish an ongoing conversation with your prospects and customers. You can set up a campaign to push the message out, but it’s also important to provide a forum for communication and feedback.
10. Continuously improve your messaging and your offerings, based on customer needs and feedback.
[1] “Green marketing must satisfy two objectives: improved environmental quality and customer satisfaction. Misjudging either or overemphasizing the former at the expense of the latter can be termed “green marketing myopia.” Green Marketing Myopia, by Jacquelyn Ottman, Edwin R. Stafford, and Cathy L. Hartman, June 2006.
[2] Greenwashing refers to communications or actions that make the firm or its products appear more environmentally-friendly than they are.
[3] If sustainability or green-ness is a critical factor for your customers, then use it. But make sure to use it in the right hierarchy of messaging. For example, a company buying IT equipment for their data center may prioritize their requirements in this order: (1) increase processing capacity, (2) control costs, (3) reduce energy consumption, and (4) reduce carbon footprint and “save the planet.”
This was a great opportunity to meet and honor young stewards of the environment, and learn about their innovative programs.
The Green Difference Awards were held on Thursday, May 27 at Genzyme in Cambridge, Massachusetts. The event was well attended. Most of the attendees were students, administrators and teachers from local schools — sharing their stories with their peers.
Speakers included:
- Henry Darnell, Vice President of Corporate Community Affairs, Genzyme Corporation
- Jim Hunt, Chief of Environment and Energy, City of Boston
- John Connolly, Boston City Councillor at Large
- Ava Anderson, Anderson Non Toxics
- Raymond Francis, author of Never Be Sick Again
Event flyer: http://www.projectgreenschools.org/media/pdf/GS_Flyer_GDA_2010.pdf
If you’re interested in sponsoring Green Schools, or learning more, please visit www.projectgreenschools.com.
On May 11, 2010 I attended the Green Economy Conference in Boston. It was a terrific event!
The keynote speaker was Governor Deval Patrick. He spoke about turning Massachusetts into a hub of clean tech activity, and he used the Cape Wind project as an example of progress in the right direction. The Commonwealth wants to become a model for the rest of the country and the world in: clean energy, green jobs and energy independence.
Panel discussions covered multiculturalism in the green economy, diversity in job growth, financing options for green ventures, and the politics of sustainable business. Speakers represented government agencies, non profits and for profits. The audience and speakers were diverse and well informed, and the discussions were very productive.
The purpose of the Green Economy Conference on May 11, 2010 was to transform and stimulate the local green economy by bringing together leading thinkers and doers from diverse sectors, disciplines and perspectives to promote multiculturalism, sustainability, corporate responsibility and green jobs in New England.
I’d really like to hear from you if you were there, or if you’d like to know more!
For more information on the conference: www.greeneconomyconference.com
“Green marketing” requires all of the usual marketing considerations, just nuanced.
First, it’s critically important to know your customer. Does your “green-ness” matter? How much? Is there a new market that is now open to you because of your green-ness? Where does “green” fit in their buying criteria? Do they care how green you are — with your products and services, as well as with your own internal operations? How will they act if you are more or less green?
Second, how can you demonstrate your green-ness? Collect endorsements, certifications, ratings/stamps of approval, and above all, testimonials from clients. It’s good to describe how you’re green, but it’s even more important to QUANTIFY the benefits and results, especially for your clients.
Third, how can you get the word out, and what do you want people to do when they learn about your new-found green-ness? Consider how your clients acquire and use information. Make sure that you have the strategy and goals set BEFORE you select the methodology and tactics.
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Tell your story with passion. Passion can be contagious. And genuine passion gets noticed.
At the same time, it’s important to have a unique value proposition:
- Who cares about what you do? (What is their challenge, problem, immediate need?)
- What do you do to solve their problem(s)?
- What makes you unique and better than available alternatives, including doing nothing?
- Why is it urgent that people act now to solve this problem with you?
For more information, visit: http://www.recessionwire.com/2010/03/08/personal-branding-the-concert-pianist-way/
LEXINGTON – Energy efficient buildings. Holiday lights. Streetlights. Traffic lights. BigBelly® solar trash compactors. Lexington continues to seek new ways of reducing energy and costs. Here are some of the details.
If you have suggestions or questions about the Lexington Energy Challenge and other energy reduction efforts in town, please contact LexEnergyChallenge@ci.ma.lexington.us.
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LEXINGTON – Lexington is a town that understands the importance of climate action.
The Energy Conservation Committee (ECC), the Department of Public Facilities (DPF), the Department of Public Works (DPW), the Chamber of Commerce, and many citizens and employees are working together to make a difference.
The objectives are to reduce dependence on fossil fuels and to save money. Good progress has been made to date, and of course there’s still much more to do.
Read more >>
LEXINGTON – On Saturday, Oct. 24 from 2 to 3:30 p.m. there will be an Energy Revolution Rally in the Minute Man National Historical Park at 174 Liberty St. in Concord, near the Old North Bridge.
This is one of about 2,000 similar events world-wide on this International Day of Climate Action.
The purpose is to send a message to world leaders ahead of the United Nations climate change meeting in Copenhagen in December: to encourage a bold, fair and binding international climate treaty negotiation.
Read more >>
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We have solved this by bringing together the best and most knowledgeable companies in the Washington DC area into a group that we call Eco Net. The “Green” and “Greenwashing” words are thrown around way too much these days. Companies that lie or don’t implement best practices and claim that they do are considered “Crooks”, not “Greenwashers”. The public is catching on to these goofballs by educating themselves on sustainability and best practices. I have seen it in the customers and clients that I deal with, it’s fantastic. Where a company is on their route to better efficiency and sustainability is where they are…good for them…and keep on track. No need to boast about things that aren’t true, or put yourself out there as a “Green” genius. Just stay on track and know that every small or large contribution to the same goal all adds up. In the end, do your part as best possible, and help out when needed. Chad, LEED GA. http://www.facebook.com/pages/Alexandria-Carpet-One-GreenSurfaces/103522046347637?ref=ts#!/pages/DC-Green-Living/195319094080?ref=ts
Thank you for a great post
Hi Beth,
As written, #’s 5,6, and 7 are unique to “green” marketing. #’s 8,9, and 10 are clearly not. #’s 1&2 could easily be combined – as written, the first bullet points under each are essentially identical. ( and small grammatical error: “What shade of green IS you customer”? you have “are”) #’s 2,3 & 4 could be retitled to focus on concerns that cater to companies interested in providing more sustainable products or services.
More globally, a possible missed opportunity here is that you don’t mention benefits of promoting reduced risks, reduced external costs and lower life cycle costs. (and under “know your strengths” you list a weakness – “does it cost more” As someone involved in institutional purchasing, I am VERY interested in seeing comparative LCAs calculated with appropriate assumptions.
Under #7 you list “recycling” and “using natural light” – Recycling is actually pretty low on the priority list of most sustainability professionals but because it is so visible it is a “must do”. To be effective it must be done well with attention to “upstream” practices that ensure the process put in place will work. The emphasis should be on REDUCING UNNECESSARY THROUGHPUT, not recycling. “Using natural light” is great when adequate but, if done well, is generally invisible to participants and of questionable marketing value as a result. On the other hand, an event that is promoted as “powered with wind” (in the form of currently inexpensive Green-e RECs, easily purchased online, offers prospects and customers a tangible and more substantial indicator of a company’s “sustainability” credentials. Promoted, local and more sustainably produced food service is also a highly visible indicator of more sustainable practice. But even the “greenest” of events or marketing efforts will fail if the company or product itself is not, in good faith, “more sustainable”.
nice summary, Beth!
Nice, very informative, very true and very needed.
I would love to hear some real life experiences and example of groups who have done or doing it very well and one who do not.