CRADLE-TO-CRADLE: A NEW APPROACH FOR MARKETING GREEN PRODUCTS TO THE MASS CONSUMER. Geoffrey Brooks Dana Marohn Kiersten Regelin Daianna Rincones June 3, 2009. AGENDA. Executive Summary Green Mass Marketing – Why Now? Key Questions for Mass-Consumer Marketing
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CRADLE-TO-CRADLE: A NEW APPROACH FOR MARKETING GREEN PRODUCTS TO THE MASS CONSUMER
June 3, 2009
Green Mass Marketing – Why Now?
Source: BCG, January 2009
Source: Cone, January 2009
Source: California Product Stewardship Council
One possible journey
2009 GMA/Deloitte Green Shopper Study
Purchase / Use
End of Life
E.g., locally produced, but more carbon intensive
Lack of proof
No evidence to support claims
Ambiguous language or lack of clear definitions
Suggestive but unsubstantiated images or messages
Adapted from "The Seven Sins of Greenwashing", Terra Choice, May 2009
Emphasizing minor impacts or legally required action
Erroneously claiming benefits or certification
Green Product Benefits
Carbon Footprint of
Tropicana Pure Premium Orange Juice
1 gal. of Gasoline
1 L of Tropicana
1 day in studio Apartment
3.75 lbs. CO2
19.4 lbs. CO2
6.3–6.8 lbs. CO2
9 lbs. CO2
Sources: http://www.epa.gov/OMS/climate/420f05001.htm; http://openthefuture.com/cheeseburger_CF.html; http://www.epa.gov/climatechange/wycd/calculator/ind_assumptions.html
1 KG Wheat
1 KG Maize
1 KG Beef
1 L Rice
1 L Milk
16,000 L H2O
3,000 L H2O
1,000 L H2O
900 L H2O
1,350 L H2O
Sources: http://www.waterfootprint.org/?page=files/home; http://www.waterfootprint.org/?page=files/CoffeeTea
Sources: Cone Consumer Survey, Jan 2009; Capturing Green Advantage, BCG, Jan 2009; Interview, Earth Friendly Products
How green should a product be before it can be marketed as such?
What green aspects should be communicated to consumers?
What would the perfect green label look like?
What is the role of civil society in green product marketing?
How can companies gain more control over their C2C impact?
What are implications of taking green products to the mass market?
APPENDIX: SUPPLEMENTARY MATERIALS
Material Sourcing/ Consumption