What People are Talking About Issues

1. Growing Greener Everyday The increasing environmental consciousness of consumersThe Consumer LabColleen GradyJune 20, 2007

2. What People are Talking AboutIssues • Global Warming • Energy Efficiency • Carbon Offsets • Eating Locally • Green Building

3. A Growing Concern 32% of Americans report heightened interest in the environment than they did a year ago. Why has awareness in environmentalism grown so dramatically? *Source: 2007 Cone Consumer Environmental Survey

4. Media Buzz Internet TV Film Print

5. Retailer and Brand Efforts • Retailers • Energy efficient stores & transportation • Organic & locally grown foods, fair trade • Pushing manufacturers to become more eco-friendly • Reusable bags • Opening new stores • Brands • Brands are reinventing themselves • Carbon offset purchases • Minimal packaging • Using environmental consultants • Using sustainable POS & displays • Cruelty free • Supporting Environmental Causes

6. Meet the Consumers

7. Carbon What? • Conserve Water • Recycle • Turn off the Lights

8. Greener Every Day • Conserve Water • Recycle • Turn The Lights Off • Label Reader • Package Scrutinizer • Energy Star Appliances • No Chemicals • Environmental Educator

9. Environmentalist • Conserve Water • Recycle • Turn The Lights Off • Label Reader • Package Scrutinizer • Energy Star Appliances • No Chemicals • Environmental Educator • Purchase Carbon Offsets • Write Letters to Congressman • CSA • Share the Hybrid • Certified Organic Cotton

10. Growing Up Green • The Most Environmentally Aware • Government is Responsible • Corporate Environmental Responsibility • I Will Help Save The Environment

11. Responsibility

12. Who is Responsible? 93% of Americans believe companies have a responsibility to help preserve the environment. Consumers are beginning to ask questions… How was this made? How did it get here? *Source: 2007 Cone Consumer Environmental Survey

13. Consumers Want Companies to Take Action Meaningful actions consumers want companies to take *Source: 2007 Cone Consumer Environmental Survey

14. Consumer Attitudes View of Corporate Green Practices • Most consumers have a more positive image of a company when it is environmentally responsible • Most consumers would consider switching to another company/brand because negative corporate responsibility practices *Source: 2007 Cone Consumer Environmental Survey

15. Consumer AttitudesConsumer Loyalty Toward Green Companies “Knowing a company is mindful of its impact on the environment and society makes me more likely to buy their products and services.” *Source: Lifestyles of Health & Sustainability Consumer Trends Database

16. Consumers are Motivated to Pay More When environmentally friendly products: • Save money in the long term • Are available and convenient • Provide health & welfare of future generations • Are made by socially responsible companies *Source: 2007 Cone Consumer Environmental Survey * Source: Lifestyles of Health & Sustainability Consumer Trends Database

17. What do we do with all this info?

18. How to Benefit our Clients • Ask questions of our clients • Make our clients aware of the benefits of advertising their corporate social responsibility • Leverage programs of brands and retailers • Get consumers involved in efforts • Target the priorities of the consumer that make sense for the brand • Don’t allow clients to try to “greenwash” their brands

19. Questions?

20. Appendix

21. Additional Trends • Credit cards are moving to offer consumers “green” rewards from donations to products • Green weddings • Reusable grocery bags • Nutrition label – environmental/social nutrition • Going carbon neutral or carbon positive

22. How To Make it Work • Make it Simple • Consumers must be able to immediately understand how your brand is going to help them help the planet • Take a Long-Term View • Making a difference will not happen over night, consumers know that and will respond to your long-term commitment • Ensure Your Efforts Align With Existing Brand Equity • Initiatives need to make sense with the established perceptions consumers have of your brand • Make Sure Its Authentic • Disingenuous behavior will be transparent to consumers *Source: Brand Against Global Warming, Advertising Age, March 5, 2007

23. Treehugger.com Sprig.com Inhabitat.com Thegreenguide.com Idealbit.com Mtvswitch.com Lime.com earth911.org ecorazzi.com grist.org Thedailygreen.com green.yahoo.com zerofootprint.net Greenbiz.com lowimpactliving.com sustainablestyle.org eatwellguide.org stylewillsaveus.com Worldchanging.org 100milediet.org onepercentfortheplanet.org

24. 3r Blogging3R Living sells the world’s highest quality eco-friendly, organic products and gifts. About My PlanetThe name says it all... Alternative Energy Blognews, views and strong opinions on alternative energy resources including wind power, solar energy, wave energy, geothermal & other alternate energy sources An Inconvenient TruthOfficial blog of An Inconvenient Truth BTC Elements BlogBeing the Change -- adventures in responsible consumerism. CitizenGreenThoughts on Renewable Energy, Climate Change, Peak Oil, Energy Policy, and more... Cleantech blogCleantechblog.com, the premier site for commentary on clean technologies, news, and issues relating to next generation energy and the environment. Daily Green, the Blog of GreenForGood.comE-commerce site providing alternative products aimed at encouraging a sustainable, healthy, ecologically robust planet. DesignNicheNICHE is a modern design firm focused on creating beautiful contemporary interiors and furniture with an emphasis on sustainability. Dropping KnowledgeAsk, answer, and discuss questions, download media, and use the searchable database to find social topics that matter most to you. EQUITY GREENI would like to explore everything green as it relates to real estate. Earth Friendly GardeningSustainable Gardening for a Healthy Planet Eco-ChickBecause Mother Nature is a Woman. EcoGeekEcoGeek - Bridging the Gap between Technology and Nature. EcoSherpaRealistic, Responsible Living. EcoToolBox.comThere are many things each and everyone of us can do on a daily basis. Environment BlogFor the environmentalist in you. Environmental EconomicsEconomists on Environmental and Natural Resources: News, Opinion, and Analysis Great Green GoodsA shopping site for the earth friendly consumer. Green Websites

25. Green Home Building and Sustainable ArchitectureSustainable architecture is an exciting and important field. Green-LinksGreen-Links is a community driven online resource for all things 'green' in New York City. Green.tvgreen.tv is a United Nations Environment Programme supported IPTV channel for environmental films. GreenBizA comprehensive free information resource for large and small companies seeking to align environmental business practices with business success. GreenCounselUsing the Law to Promote Renewable Energy, Environmental Business and Sustainability. GreenDrinksEvery month people who work in the environmental field meet up for a beer at informal sessions known as Green Drinks. GreenMapGreen Map System is a global eco-cultural movement, energized by local knowledge, action and responsibility. GreenThinkersWelcome to the New Greenthinkers! Greener MagazineThe green solutions magazine for American homes, gardens and families Groovy GreenGiving you the groove on green sustainable living in Ithaca, NY and beyond. Groovy MindOrganic, Fair Trade, Eco-Friendly Goods. HAUTE*NATURESustainable, renewable, recycled, repurposed, organic & childrens products--with an extra emphasis on creative D.I.Y. projects and art. How to Save the WorldDave Pollard's environmental philosophy, creative works, business papers and essays. HuggHugg is a new project by TreeHugger - asource for user-generated green news. Ideal BiteIrreverent thoughts on being green. InhabitatFuture-forward design for the world you inhabit - your daily source for innovations in sustainable architecture and green design for the home. It’s Getting Hot In HereDispatches from the Global Youth Climate Movement Joel MakowerSustainable Business. Clean Technology. Green Marketplace. GristmillContinuous news and commentary on matters earth-related. Green Websites

26. Lazy Environmentalistcutting-edge environmental trends and innovation in fashion, design, architecture, interiors, travel, transportation, and more. Life Begins at 30A weblog focusing on the importance of locally and sustainably grown food. LimeThe latest news and how-to videos M O B J E C T I V I S Tre: Facts on the inevitable world-wide energy transition Maria EnergiaHighlighting companies of all shapes and sizes that are leading the world toward more efficient, reliable, and secure energy in the 21st century. Marketing GreenBlog about Green Marketing. One Degree at Weather.comThroughout the world, people are confused about climate change and global warming. For this reason, The Weather Channel created One Degree. Organic ResearcherA blog about the leading edge of social science research into organic food and farming. Our TomorrowAnother world is possible. Practical EnvironmentalistPractical steps to improving the environment. Renewable Energy GenerationSearching for Sustainable Energy Sources. (Renewable Energy News from the Philippines.) Resource InsightsIndependent Comment on Environmental and Natural Resource News SRB Marketing | CONSCIOUS CLICKS - The BlogBlog News & Tips for environmental, social, organic & green organizations Sierra Club CompassExplore, enjoy and protect the planet. SlowLabA laboratory for the advancement of slow design thinking and practice, envisioning environmental sustainability, social harmony, and individual well-being as processes and products of good design. Small FailuresThis blog sets out to prove that living sustainably and living well are not mutually exclusive. Sustainability BlogExploring sustainability from personal to global, using ecological footprint, green building, and transformative experience Peak Oil PremonitionsFor those that believe mankind needs to re-evaluate and change the role one plays in our ecosystem of finite resources and our impact on future generations and their way of life. Green Websites

27. Sustainable StepsThis blog was created to promote a sustainable lifestyle for all. Sustainable Stylelook fabulous, live well, do good SustainablogNews, information and personal meanderings related to environmental and economic sustainability, green and sustainable business, and environmental politics. TerraBlog from TerraPassTerraPass helps individuals easily and affordably balance their environmental impact The Conscious EarthEarth-centered news for the health of air, water and habitat, and the fight against global warming. The Eco Street Blograising green consciousness since 2005 The Energy BlogThe Energy Revolution has begun and will change your lifestyle! The Future is GreenThoughts the looming peak in world oil production, green alternatives, and the least painful paths to a sustainable society. The Green GiraffeA corporate guide to being & marketing green The Green Room - LIMEMore green celebrities... from Lime.com. The Hip and Zen PenCelebrating the ethos and aesthetic of Hip & Zen, modern lifestyle products that nurture body and soul. The Weekly Green PlanetEco Celebrity news, gossip and commentary ~ "Spotlighting Celebrities Who Shine Their Light Back On Our Planet" Today's NewsENN provides comprehensive environmental marketing and communication solutions for both business and non-profit organizations. Triple PunditServing people, planet and profit: An 'integrated bottom-line' approach to looking at business from the next generation of MBAs Unplugged LivingHelping You to Freeload Off of Mother Nature. WorldChangingAn online publication covering tools, models, and ideas for building a better future. Another world is here. ZerofootprintZerofootprint’s goal is to connect people who care about the environment for the purpose of reducing ecological footprint. ecorazzi.comCelebrities caught green-handed: Ecorazzi is dedicated to rounding up all the best 'green' news on celebrities and notables making waves in support of the environment and humanitarian causes. Green Websites

28. gDiapers: the early years...Official blog of gDiapers. greenbuildingsnyc.comGreen Design, Construction, and Real Estate in NYC and Beyond: I'm a former New York City construction professional now practicing construction and real estate law in Manhattan. I'm interested in both LEED and the green building movement from engineering, urban planning, and legal perspectives. sustenanceA place to explore the connections between community and sustainability. the greener sidethe perks and quirks of sustainable tech theWattDaily Energy News and Discussion Green Websites

29. Media

30. Discovery CommunicationsPlanet Green – a TV channel debuting in spring 2008 - completely dedicated to various aspects of environmental living

31. News CorporationAnnounced an initiative for all business units to be carbon neutral by 2010

32. Rolling StoneWill use carbon neutral paper

33. NBC Universal“Get on Board” – company wide commitment to environmentally conscious film and TV production“Evan Almighty” A “carbon-zero” productionwww.Getonboardnow.com – launched by NBC in conjunction with the film – tips on being green, make a donation to plant trees, green makeover sweeps

34. MTV Networks International MTV Switch - Youth-centric, worldwide, multi-platform initiative, designed to inform viewers about issues of global warming and ways in which they can make choices that result carbon emission reduction.  (http://www.mtvswitch.org ).

35. Retailers

36. 64% of retailers claim they will be creating more energy-efficient stores when building or remodeling(Food Marketing Institute’s 2005-06 Annual Financial Review)

37. Home Depot Eco Options Labeling

38. Wal-Mart 18seconds.orgPackaging design contest – Wal-Mart challenged its electronic manufacturers to design new packaging using minimal and sustainable packagingConsidering installing solar power in 340 stores

39. Trader JoesYou are entered in a sweeps for a $25 gift card every time you bring your own bag

40. PublixOpening Publix GreenWise Markets later this year to will directly compete with whole Foods(POP Times, May 2007)

41. Brands

42. L’Oreal Going cruelty free - replacing animal testing with tests done on engineered human tissue

43. GE EcomaginationPurchased a Canadian hydroelectric plant and invested in two wind farms

44. PepsiCoPurchased $2 million of Renewable Energy Credits in April Pledged a $20 million commitment to conserve, reduce and recycle waterStopped financing research that uses animal testing

45. P&GReduce size of packaging for liquid detergentIntroduced Crest tubes that can be shipped without boxes

46. Coca-ColaPlans to reduce packaging size of Dasani by 7% over the next 5 yearsPartnership with World Wildlife Federation to reduce water use, recycle more water used in manufacturing, and work to conserve freshwater resources worldwide.$20 million commitment Stopped financing research that uses animal testing

47. KraftWorking with the Rainforest Alliance to reach conservation standards for cocoa & coffee farmingIncreased natural and organic options- Back to Nature- Yuban

48. PhilipsSupporting Relight NY – a non-profit developed by a NYC high school freshman to supply low-income families with CFLs to save energy

49. AppleDeveloped a plan to become more environmentally friendly in response to public demand

50. EnterpriseWill introduce a fleet of fuel-efficient and alternative-fuel vehicles, as well as a commitment to fund research into alternative fuels