The house was packed for our expert green presentation at KBIS this weekend. Our very own SVP of Home & Building, Shawn Draper, in partnership with Sarah Gutterman of Green Builder Media, shared a few secrets behind determining if a product is really as green as it’s touted to be. And if not, just how do you authentically market green product lines?
Here’s some key stats coming out of the presentation:
- 90% of buyers age 25 and under are purchasing brands that support a cause
- 40 million baby-boomers using their $3 trillion in buying power to purchased environmentally safe brands
- 80% of corporate sustainability executives from Fortune 500 companies across North America plan to increase spending 73% on sustainability and clean technology by 2010
- Shift of economic values to encourage conservation, efficiency, and more innovation
- Planned product obsolescence
- New,virtuous business cycle in which sustainable thinking begets sustainability
With market forces driving demand for green products, the opportunity for green marketing is growing daily and the risk of undermining consumer confidence is growing right along side it.
Courtesy of 2008 PriceWaterhouse Cooper Survey
We touched on best practices for green marketing last week, but here are some areas every manufacturer, builder, designer and architect should keep in mind when touting their organizations’ green attributes.
Manufacturing:
- Eliminate toxins & pollutants; Zero-waste & energy;
- High-efficiency processes; Carbon credits
Products:
- Recycled/renewable inputs; Reduce embodied energy; Increase life-cycle and durability; Product recovery and transformation into other products
Packaging:
- Reduce materials used; Use recycled material; Use returnable/renewable/biodegradable packaging; Deliver products in bulk to reduce packaging
Transportation:
- Reduce distances; Route efficiencies; Alternative vehicles & fuels; Invest in tree planting programs to offset transportation impact
Purchasing:
- Buy materials from suppliers that have a sustainability strategy; Analyze embodied energy, resource use, packaging and waste production from product
Corporate Culture:
- Programs to promote sustainable thinking, choices & decisions; Alternative live/work scenarios; Conservation; Morale-building initiatives; Use ‘green’ accounting to reflect full environmental costs of decisions
Download the full presentation here:
And feel free to email us any additional questions you might have.
