Leveraging Sustainability Commitment to Drive Biobased Market Forward

1. Changing the game for biobased: Leveraging what buyers care about to move the market forward August 7, 2012

4. We help companies define and leverage their sustainability commitment to gain a market advantage.

5. Our Clients – We Know Sustainability

6. Level setting The market opportunity

7. 2011 2010 2009

8. In which product categories are you searching for greener products? 70.8% 60.7% 59.2% 58.0% 46.5% 46.0% Light bulbs/fixtures Home cleaning Laundry/dishwashing Paper Food/beverages Personal care

9. How do you know that a product is green? 48.8% 39.7% 31.0% 27.0% 25.0% 22.8% Ingredients, content, energy savings details Label says so Company has green reputation Researched on the internet Certified by 3rd party Advertising says so

10. Activities that enhance your corporate environmental reputation: 21.8% 21.5% 18.2% 17.1% 16.9% 15.8% Manufacture in the U.S. Recycle Make recyclable products Remove chemicals of concern Make all-natural products Create no chemical waste

11. The best thing to read about a product’s packaging 27.7% 17.4% 14.7% 8.4% 6.9% 5.9% Recyclable Biodegradable Made of recycled content Made from renewable resources Don’t know 30% less packaging

13. So why aren’t products labeled biobased flying off the shelves?

14. Compared to other claims, the market doesn’t “get” the value proposition

15. Laundry Detergent Product Attributes

17. Green Pea Product Attributes

19. So how can you help the market see the value proposition and leverage the affinity for biobased?

20. A Case Study

21. Initial Request: We must get Americans to understand the vital importance of water conservation.

27. To create real behavior change we must: Move people from automatic behaviors to conscious choices Make the problem visual Make the problem uncomfortable Give them a specific, simple action step

28. Aha! Wake people up to the moment when using water becomes wasting water.

31. 121 markets290 stations432 million impressions 29% who saw it said it moved them to change their water usage habits.

32. Lessons Learned

33. You don’t have to go it alone.

34. You can make a bigger impact together.

35. You can take greater creative risks.

36. Takeaways

37. Don’t try to scare the market into buying

38. Don’t try to educate the market into buying

39. Connect them to the real, underlying benefits of biobased they actually care about

40. To create real behavior change you must: Move people from automatic behaviors to conscious choices Make the problem visual Make the problem uncomfortable (in a light way) Give them a specific, simple action step

41. Together, you can drive demand for biobased products

42. Discussion

43. Thank you! Suzanne Shelton 865.524.8385 sshelton@sheltongrp.com