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Corporate GREEN

Corporate GREEN. MBA 292 11 March 2009 Professor McElhaney. CSR Projects. Common mistakes at week 9 (more than halfway there): Waiting for liaison to respond Waiting for liaison to give you the answers/ direction Waiting for liaison to give you the motivation Waiting….

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Corporate GREEN

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  1. Corporate GREEN MBA 292 11 March 2009 Professor McElhaney

  2. CSR Projects • Common mistakes at week 9 (more than halfway there): • Waiting for liaison to respond • Waiting for liaison to give you the answers/ direction • Waiting for liaison to give you the motivation • Waiting…. • Next Wednesday, March 18th, in-class project presentations • 5-8 slides, overview of project, approach/ research methods, findings this far, frameworks developed, next steps

  3. Haagendazs & Fit

  4. CSR Communications Can Be Fun http://www.youtube.com/watch?v=7m5vt07W2n4

  5. Why Business Schools Need CSR: Reputation • Harvard’s masters of the apocalypse • If MBAs are all so clever, how come so many are now in disgrace? • If Robespierre were to ascend from hell and seek out today’s guillotine fodder, he might start with a list of those with three incriminating initials beside their names: MBA • We MBAs are haunted by the thought that the tag really stands for Mediocre But Arrogant, Mighty Big Attitude, Me Before Anyone and Management By Accident. • You can draw up a list of the greatest entrepreneurs of recent history, from Larry Page and Sergey Brinof Google and Bill Gates of Microsoft, to Michael Dell, Richard Branson, Lak-shmiMittal– and there’s not an MBA between them.

  6. Why Twitter Needs CSR: Reputation • http://venturebeat.com/2009/03/02/video-jon-stewart-explains-twitter-or-tries-to/

  7. Green Winners • AT Kearney 1-09 study • Imperfect storm of scarce resources, global warming debates, shifts in customer demand & regulatory increases • Companies that show a *true* commitment to sustainability appear to outperform their industry peers in the financial markets • Over 3-month period, 10%; over a 6-month period, 15%

  8. Green Winners

  9. Six Sins of Greenwashing • Sin of the hidden trade-off • Sin of no proof • Sin of Vagueness • Sin of irrelevance • Sin of lesser of two evils • Sin of fibbing

  10. Greenwashing May Be A Media Rather than a Consumer Phenomenon Consumer Reactions to Large Company’s Environmentally Friendly Claims (By Sustainability Consumer Segment) Q27. When a large company claims that its products or its manufacturing processes are environmentally friendly, what is your initial reaction? The company's claim is...” Base: Consumers inside the World of Sustainability who responded to this question (n=1,521; 226 Core, 556 Inner Mid-level, 464 Outer Mid-level, 275 Periphery). Source: Sustainability 2008 Survey, Sept. 2008.

  11. And Packaging is the First And Last Sustainability Cue Consumers Notice Importance of Packaging Materials Food Packaging Materials That Consumers View Most Negatively Q38: When purchasing products, how important is it that [the] packaging be...” Q42: “Which of the following types of food packaging/containers are you concerned about when it comes to your health or the environment?“ Base: Consumers inside the World of Sustainability (n=1,662) Source: Sustainability 2008 Survey, Sept. 2008

  12. Consumers Care About Conservation & Recycling Q13: “The word ‘sustainability’’ may mean different things to different people. What does it mean to you?” Base: Consumers familiar with the term “sustainability” (n=151) Source: Sustainability 2008 Survey, Sept. 2008

  13. And Yet It Isn’t Just about the Environment *Top 2 Box based on 5-point scale ranging from “Very Unimportant” (=1) to “Very Important” (=5) Q10/Q11: “When deciding which product/service to purchase, how important is it that the company that produces the product/service……?” Base: Significant shoppers inside the World of Sustainability Source: Sustainability 2008 Survey, Sept. 2008

  14. Third Party Certifications vary in influence by category with the following having the highest awareness • USDA Organiccontinues to be a powerful communication “handle” and marker for quality despite the increased awareness around local and “rBST-free” (in dairy) • Categories: Food and Beverage, Food Service, Personal Care, Home Décor • Fair Trade has gained momentum among Mid-level and Core sustainability consumers as a meaningful symbol of comprehensive responsibility. Strongly associated with cocoa and coffee; increasing awareness in tea, sugar, flowers • Categories: Food and Beverage, Food Service, Home Décor • Reduce, Recycle, Reuse has strong comprehension for packaging • Categories: Food and Beverage, Personal Care, OTC Medicine and Supplements, Household Cleaners, and Food Service • Not Tested On Animals / Cruelty Free has high awareness among core sustainability consumers especially teens • Categories: PersonalCare, OTC Medicine and Supplements, Household Cleaners • Energy Star has high awareness in the Home Décor category

  15. What is the FTC Doing? • Guides for the use of Environmental Marketing • Established in 1992, updated in 1998, call for new update in 2008…. • http://www.ftc.gov/bcp/grnrule/guides980427.htm

  16. C2C and DfE Work at Herman Miller • What are the Best Practices? Why does it work there? • What is the difference between eco-effectiveness & eco-efficiency? • What are the principles of C2C?

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