OgilvyEarth Green Marketing Guide

8/6/2019 OgilvyEarth Green Marketing Guide

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FmGwaGa.A Pacica Gi Ga G Maig(wi Gwa)


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CIntroduCtIon 2

About thIs hAndbook 4

PlAnnInG Your APProACh 5

Fc Fama 6

G o Aa 7

Pa C a Ciiiy 8

develoPInG CoMMunICAtIons 9

Ma hy a Piiy 10Fi sg i hmiiy 11

emac dai 12

sw, d t 13

lAunCh And beYond 14

bcm a Fi rp 15

Cmmi lg tm 16

ConClusIon 17

About oGIlvYeArth 18

Appix A: W I Miig Gwa? 20

Appix b: F raig 21


3/22

I spm 2009, a iaga mig ogiyea ga aiy a, ai w i ppc a pia aiaiiy-i maig.d w, y ai, i c w cagigamig way w a w, caayzig a appi pii cag a ig cm cc way a aci. ty a i a i c cm maj c ppig aii a aia cmy, a w a a pa aip cpaii a yamic ma aay a a w $200 ii i us a. 1

b y agg a paicay i wi pmiigacap: gwa.

Gwa i a w ccp. t m i i a mg m

ri ea smmi i 1992, a i Concise Oxford Dictionaryi 1999.Ag wi c amaic i i g maig a cm a ica i ppaiy m a, accig gwa pic, i icic iaci. o p 98% a g caim ma i 2009 giy m s si Gwaig a p a 64% Amica g aiaiiy-a maig caim.2 ogiyeaAi Ma J, Cia, wa agwa i a y jc aig ig ai i [i] pa w a w. h

a ca a miaia cpai a ama 57,000 gwa iai,w pic c .

Gwa, i m, a ac pimic ppi.Gwa i a xmy i ma. I i a pccpai ai ca

i i iiiig cm , camiaig ciiiy a aiaiiy-a maig a c iiiig pg wa a aia cmy.o c y i ui sa iica a a g cm mm amg pp g cmpai a i pc. Timemagazi a 38% us cm ag 18 gay ma a cci pca pcm ciay pi cmpai. ta ic a cagig mi-, a w i

Ici

1LOHAS. bacg, 2006. W.2TerraChoice. t s si Gwaig, 2009. W.

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cia cac amg cm, i a gm, Timecc. W a ig i ciiz cma giig a piiiy i.3 A p i ga ciiz-cmi, mii ji mm pp a aia a a pii cm m ui naiFamw Ci Cima Cag (CoP15) i 2009.t hpag mm, ac y ogiyea a ui nai, ga m a ixmii ciiz w pg i i pw pimim i aiaiiy aga wa. Cay,

appi cmpig, i-i aiaiiy cmmicai mai g.b gwaig a aia i gwig pp a mi ciiiy aiaiiycmmicai. I a wa ogiyea Ai J Pa ci a cag wig wi aic. A ogiyea Ai Aw Wi, t cag i a cm a ima caim y a.

I i a i ci ca maig a i ci a gwa p pai amag,mpy maiz a ppii qa. n f, ay ogiyea Ai Ia higgi.

t cmpay p i a igifca paia i; cm i c a gw m cyica;a im i a cai . Time, mawi, a i impy ca a aia pic: t y ig a a w a pic pii Cg ig i ci i i pii i. scia piiiy i way g i ac.4

t igig gai a w i aiig aa pai ig( Appix A).

b c a gwaig i pci. t m cyica wacg i g mapacai a gwaig maig cpa mi. I m iy, w, a m gwa i ma ig p cm i g g a ic, a i pc aig py wmig cmpxiy aciig cpa aiaiiy. Ma ci a iimiaig imi wic icig i c ig ig i m pia a i wa. sm cipiay ci i a aca a a y a iici pg.

I , w a aig pi ama. b miig a imiaig gwa i i i cpai, mpy, nGo a cm ai. W m caa f way ig ci,cmpig, aiaiiy-i ia ma i w a a pp i Ag saiaiiy. I i im a w appac.

Ipi y a iaga ogiyea mig, w appac wa : ca a ogiyea gi aiig gwa, a i paip wi xp ai. ti a i . I i ia a pacica gi ma w a xp w aiaiiy ca ca ppiy i a,w api p ga aiaiiy-a maig a w a axi ai pia gwa.I xpai w i iac agai gwa i y maig pc m g-g a aia aigwa picip.

W i a wi i maig a i cmpig, a p ig ciy aaiz pmi ai ii. Gig ga aiaiiy-a ia i ay, i i miypi a wa w g i ig m a jiy im.

3 sg, rica. F Amica Cm, a rpiiiy ri. Time, spm 10, 2009.4 Ii.

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5/22

G Maigwi

Gwa:

t ha

ui gi aiig gwa, wic a m a i cmmam, a p a acia picip i cx amaig pc. ti c pi iw a aiig gwa gi g ycai am i w wi; i qi pacig aiaiiy a a y pc m ai ag pc ig a i paig, gig mpy ay a i,a ig i g cai pm, ac a y.

ti gi i gaiz i a ciPaig Y Appac,dpig Cmmicai, a lac a bywi a picip cpig ac pa, a w:

1Planning Your Approachi Fc Fama ii G o Aa iii Pa C a Ciiiy

2Developing Communicationsi Ma hy a Piiy ii Fi sg i hmiiy iii emac dai i sw, d t

3Launch and Beyondi bcm a Fi rp ii Cmmi lg tm

eac ci p wi a i iw, w y picip, wic a iawi xamp.

by wig pc g wic ci w, i a ca a a gia ca cmpai ma ciig i jy. F aay ma i, a a a c ipiai. M p a maay; a wa ggi aciig pacic. A wi i a wi gi y a w pc, i i i i ip a giac xp ai w cac y m pciy w i g igiy i y cmpay a i pc.

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6/22

t paig pa i w w a w ag pa y gy i. I gwa ma caimig mig i g w ii, i a a a ig a ig i qi ay i g y aaig a i g a g way wa pig gwa pm.

May ma g wg y amig a a mai y a aay xi a micag aay i w wi . uay i w. nw mag wi a cp g zzw w w i. saiaiiy i a iig aia a aiccag i pc a pc p a w a cai. J Pa cfm,

t aig ig g a ig a i i a pc a a wima pi wi a ia ma aaag. b iig i i igifcapaia cag g gaizai a mw, im a aciy. I magig acqai wi c c y gaizai. I ma ig xpi-pay aic. I ma ig y mpy a aiaiiya i wa way pc i g; gi m a pa pay i aizig pmi pc. I y i c i a aia y, y wi amcaiy f y gwaig. I y a a im i a a aicai, gig y gwa ga aiaiiy-i maig cmmc ai. This section will help you create a solid foundation on which to build.

b f, a qic a wa aiaiiy acay ma, m fcia baCmmii fii ap y un ip-m-i fii y i:

Mti t ds o t prst witout ompromisi t abiity o utur ratiosto mt tir ds. The Brundtland Commission, 1987

Its t tr-d stoooomy, iromt, ad soia quity; sustaiabiity masoptimizi a tr at t sam tim. Bill Becker, OgilvyEarth Advisor, 2010

Paig

Y Appac

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7/22

Fc FamaDo it by:

saig ii, a wi a y aiaywic ay ma iig p m cac. s giy wi Ja i cig, Cai i pacagig a ay i- xp y ca f. ei m y am. A ip i ciizig i ppy cai, pci pc awa am i ic c, igifca impmppii. A Aw Wi ay, G a ac. Gm if. Y ca a ci aiaiiy y wia aa i i. s ma mpy a waig wa, a a y a ay ig aiii wii cmpay a fx. (A, i y fx,

g m fx qicy.) t g a ig wi wi iia icai. t gwa w y aa y a ica cag i y.

Do it with:Caiy a y a igg impac awiig m g ig cag.

Do it like: hma uk. t am i ui raMayai wa pc cm m aia, ai w w a. egg a hma mai igia y ga may. tg a pc icy, a ca pa a gg ppy cai p

i: wic -ag gg. hma iz ppiy g a -way wi: a m aia ppy cai, amig pacic, a qaiy pc cm g a,a a cc-wy y . A wi pcaig pw iz hma, g gg c wi ipp , wipii cqc aia ppy cai yamic.

Do it because:A a a fg wic cm f, cic gg, wi g a mc capa wa.

AchIevIng egg-cellence: hmas ard immdiat positimdia ad ngO atttio. ladi aima war oraizatiocompassio i Word Farmi (cIWF) roizd its iitiatiwiios souri 475 miio r-ra ad bar s ry yarby awardi hmas two o its prstiious good e Awards.5

5Unilever. Good Eggs for Hellmanns. Web.

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8/22

G o AaDo it by: siig ga. Wa w w i aip ia, w-cagig iai, iiai wa paf . Cig-g aiaiiy iiiai

a pc aipa a f ppyacicagai gwa.

Do it with: A gam-cagig w pc, ic pi iw. n yig y i aiaiiy pac a w cagig f i i, i p i i i.

Do it like: Ge. ecmagiai, a y g aw i p, g y my cagig imag Ge a: i amay cag way pp ia a i i i. M aa campaig, cmagiai a pi iw a w ga cag, g iai a a im. I wa aiaiiy i a a ppiya i pg a a ma aip. b Ge i gi wi a; i a ii wi a g maa m Ceo wa aiaiiy i cmpay dnA. J Imm waa pi w i cam picy campiig a g mag pipy. t, wi aiig a a cawi pacig a g i aaci ii a wi gig a, Ge maag i waiaiiy cai m a a aig pa

a a iig i w w wa i i. A ,wa a w wig, iiig, aia; i cap imagiai i way a ig cpai a ic GMFama a 1939 W Fai. Ge c ciy ixciig w ii ca i a ig cgi ac i p. Gwa w ga my.

Do it because: t gwa pic ca g y i ya g aa.

POWeRIng gROWTh: As oMay 2009, t omaiatioportoio iuds mor ta80 produts, ad t ompayratd mor ta $17 biioi rus i 2008 (up rom$14 biio i 2007).6

6General Electric. Ecomagination Fact Sheet. Web.

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9/22

Pa Ca CiiiyDo it by:

Paig wi a ci, ympaic i pay a giig y aiaiiy jy. (Cay ppamy, aiaiiy xp a a ai aicpa acii.)ti g way y appig a g y a a

y pc; ia, i caai m . Ii ypa() a a ii cmpay a g i ip aw ma y aiaiiy y m a. A m ma. Cay i iig. ecag m paai y yig pc. A icpa i ac.(ty wi y g ciic a y ga ai.)Y wa: ia, a m im wc, cfc

a y ig ig ig, a ci acaa, y,a a appa y pacag a pc.

Do it with: eag a m i xpi ajci ciiq.

Do it like: G W. ti aa caig pc am Cx ac i 2008 wi a mii pi maiamcm wi aa, yay pi g iig.b Cx w i w ac cyicim, pciay wi ic.(W w i a cmpay yym wi acmica ac wa acig a aicay g i?)

s i f m wa sia C (a nGow ga cagig cm ai y maig aa,aa pc aaia majiy Amica aigwi i w). Cx w wi nGo i a iai pc pc pimizai, ag way mig sia C igima piiiy aa a aig i . saif, sia C imay pic pp a aaw i g pacagig, pig G W pay gwa accai a iaia wa w mai.

Do it because: t ai aiaiiy i way cmpx

aiga wi a spa.

cleAn WIn: Witi it mots o au,coros gr Wors i was o tra torat frst-yar sas o w or $40miio ad was arady outsi a otrbrads i t r ai produts i.7I 2009, coro gr Wors was ratd t#1 US gr Brad by ImaPowr.8

7 DeBare, Ilana. SFGate. Clorox Cleaners Take Big Share of GreenMarket, 12 October 2008. Web.

8 Cohn & Wolfe, Esty E nvironmental Partners, Landor, PSB. Green Brands,Global Insight: Findings from the 2009 ImagePower Green BrandsSurvey. Web.

99%natural

akers ofGreen Worksproducts are proud supportersi rra Clubs efforts to preserve and protect the planet.*

naturally.

greenworkscleaners.com 2008 The Clorox Company. Green Works is a proud supporter of the

Sierra Clubs efforts to preserve and protect the planet.

Just what the world needs,

another cleaning product.

Theyre 99%natural and biodegradable, but clean with the power of Clorox.

Actually, theyre exactly what the world needs.

8


10/22

haig a ga y ma y j mc ai.

hw, w may a m aiig a ma.W a accm ig g pi aicai a f pc w a maig. b i aiaiiy pac, i i a iy w, a mi xaggaica a . Ia, w cmmi m am picip aica apacy w a aig ai yi ay igia w. A Ia higgi gg, W caima ma a m ima f a pc, aca,pcifc a ca. A, Aw Wi a, Cy caa impac ima f w i maa a

iza. b i y qa wi a; cay, i ca aw a ic ic a a wcmpac wi i cm. This section provides guidanceon shaping the content and tone of your communications.

dpigCmmicai

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11/22

Ma hya PiiyDo it by:

tig . t imp y a a , may a . taig a m piica w, w w pp wi accp pg pcia g a cmig a ca i . b a c-p? nwthaty w gi. saa accaiiy a pciayig w i cm aiaiiy, apacy a a m impa a pci. s, a: a.

Do it with: Maig a ig g, a a a i i y a.

Do it like: Paagia. W i ci i

Fpi Cica i pa w cm ca ac impac m i Paagia gaa ipp amiigc w g ai iy: c c apacy ay ay a i i cc? Wi c maiaaiig m a w, Paagia w a ypc i pf w a a ig ppy caig mw. b i i cm w a --ai. s wi a y, Paagia ig a agwi g a a cm wig i. ti -iciag a w pc cm m, w y a ma awy y wi g a pp Paagia m accy

ga pciai iy a. (n a a c m va.)

Do it because: lyay w apacy.

chROnIclIng SUcceSS: Dspit dpioba rssio, Pataoia sas i 2008(t yar t Footprit crois aud)

toppd $315 miio, suri past t2007 mar o $270 miio.9 A yar atr,Pataoias oudr, Yo couiard, wasamd by U.S. news & World Reportto itsprstiious Amrias Bst ladrs ist.10

9Friends of Family Farmers. FOFF Named as One of Patagonias VoiceYour Choice Organizations, 28 September 2009. Web.

10 Garber, Kent. US News & World Report. Yvon Chouinard: PatagoniaFounder Fights for the Environment, 22 October 2009. Web.

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Fi sgi hmiiyDo it by:

emacig jy. n a i pc, pciayi w aiaiiy, a wi ig, ga ai a a m, y maig cy a aiga wa y ig ig w i j a f p i a gpc impm. s am y a acim i away a acwg y imiai a ic a cmmim y a.

Do it with: siciy i, a p aig a i, a a pma a c aig.

Do it like: sCip. Fi-lay a i ac a

ga i aiaiiy jy y aig pw (agai). A a pa iaai a i M, Caiia,aciiy p i c Co2 mii y w mii paay, sCip a a, W iig p ama a way caig acim.11 b acgiz w mc wa y a w p ypaig wi National Geographic ca G ec,a c a pipy a ma p ca ig aig cag. sCip pi a a a p ma pm, aig i cm iy a a mpig a g w. W a cmmica a

i w ma p i i w 100% cmpa agi wi a ag my (i.., wi gay caai aggaizm). t a i a miiy a im, g a i w a sCip ai aaig immiy jy aa.

Do it because: Ga a a g (a a gacip ag).

11Environmental Leader. Fi-lay saiaiiy e sa $55 Mii Wa, egy, 8 oc 2008. W.

ShInIng exAMPle: Sucips iromtaiitiatis ad marti (ao wit at-osious produt bfts) dro a 17.6%iras i sas (totai $201.8 miio) ort 52-w priod btw Ju 2007ad Ju 2008.12

12 Hein, Kenneth. BrandWeek. Do Consumers Care that SunChips Are Solar

Powered? 15 July 2008. Web.

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emac daiDo it by: tig a (a ig ).Pi pi ai a y , i y cmmicai agi, wi aiig mp-p gaizai i p a

a g pa. t-ig ic aiciyi a w w a- a gaizai ca pi aciiiy; i ai w-cic g a c cip,a i mc ai g g ga pam.t a i i fig aac w pci a iia.

Do it with: hay pc aiiy ycma ic y w aw (ag)i.

Do it like: Cca-Ca. W paic i way p agy i i a a a ca, i-ag m wa im fig w way i. Pab pacagig, ma i pa wi pa-apaic a g i ga ay cmig100% pa-c, ac i 2009 wi a campaig acay ci iai a a p 30% pa-a,100% cyca . Wy pcii pcag?Cca-Ca wa ca mia cm.Fai ca a p 30% aiic c aimpi ig pa c, pig Cca-Ca a ag ciicim m Gwa Pic a mm w

cmpay gaig iai.Do it because: Ai, aaci a impicai a p, a.

SeeDS OF chAnge: PatBott as aud i caada ad o tUS Wst coast, ad wi b aui i Mio ad Brazi tis yar.

Wi sas data is ot yt aaiab, coa-coa as arady joyd tpubi adoay o mit ngOs: t cimat group ad PatBotta routioary soutio, ad WWFs prsidt ad ceO, cartr Robrts,said, T coa-coa compay is a ompay wit t powr to trasormt martpa, ad t itrodutio o t PatBott is yt aotr

rat amp o tir adrsip o iromta issus.13

13 Upham, BC. TriplePundit. Coca-Cola Rolls Out Plant-Based Recyclable Bottles, 16 November 2009. Web.

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sw, d tDo it by: Fiig a m a aw y aci ( pc) pa m. ti i a ima pc m,w cm ca w amazig y a i wi

acg i y ig y w .

Do it with: t ga maig aiaiiy agi, pacicaa a wi ayig i i i may w.

Do it like: dP. ti cmica-cic cmpayc f a gwa i maig a i i i. tcmpay iaiga my a p wm fig a i aia aiaiiy cp. raa ciy ac--awa pm wi a ic a campaig(y cig m a 200 ya i miiy), dPa i aia iig maia a a pp

Gg, kaa, w ci i w g ig i a w m aaig a iAmica iy. dP ipiig pii giy, a fcacy i iig maia, ga w aia dicy nw Planet Green cmay pjc. I wa a mai wi-wi: Gg aiipa pa p i aci i am, a dP a ici iig wca i aia iigmaiaa wi a c g.

Do it because: sig i iig.

vISIBle PROgReSS: Awarss o DuPot as ar ompay wt up 390% i t wa ot grsbur rbuid.

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15/22

I i w ppa a, i i icaigy a ac

a a campaig i j giig a cai wi w, a w m a i ca aiaiiy.hw y g i w, y ai, y p aaiiy i a py a aia acpcpi y aiciy. A ca ig igagwa m gy a cyica aic a impia a g campaig i iw y i a a j a x-ccig xci, g-m cmmim i a m. This sectionoffers advice on continuing to avoid greenwash postlaunch.

laca by

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16/22

bcm aFi rpDo it by: big ppa ac a i ac ciicim acaa wi ci i p paiaamag i . viw ciic, ic a cm a aiw ca p i ca impm y y. sa wi

y mpywa y m w a ip ciicim? d y mig i i ? I , m wa , w i a wyi impa.

Do it with: sp a a caai p-c pii, pa a ig i.

Do it like: tima. I wa i wiy cceap campaig, tima y i ay gwa accai m Gpac, wic a a a pcm pacic i a caig xp isagig Amaz (i wic a ai, icig ni,w cm). b a a aia ig cag,tima immiay cac Gpac ici nGo p i caig a w cig picy. timawi a cciiay p a cmpay pai mi w- aagi a ai gw a ciig,aa aiip.

Do it because: Mia a a cif a (ay) gi.

The MARkeT ReSPOnDS: At tau o its eartprsampai, Timbrad wt pubi

wit its iromta missio i

o mart ad pt it quit iaotr. Sas o eartprsproduts wr twi as i i tmissio-osious mart.

The WATchDOgS ReSPOnD:Atr Timbrads qui

rspos, its ormr o bama rid. grpa orstampair lidsy A saido t brad: Timbradas raisd t bar oriromtay ad soiayrsposib atr-souripoiis i t Amazo.

DC

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Cmmi lg tmDo it by: taig a w w aiaiiy.t c ig a a w i cm impig impac y i; ig cam ppi acicm cay. s y cmmim C-i gaya i.Ac piy. kw a g a wa y ig.A pipi wi a ay am w w.(G ig a ig .)

Do it with: dii dic (dai ogiy c).

Do it like: ni. Fm ai w c aiig ca,My i a y , w cm xpc igaicmmim ga. A i am aiaiiy, i a

i wic ni cmp, a -ay- ai a -pi ig ga pai. ni cmmim aiaiiy pa a cai, m pai pc ig acacy, ai a y a m am acm ayw i w. ni pp i aiaiiy pac ayw ca ag wi ac r-A-s pgam. taia a ic i a iga pa c iagy. Ci dig, ac i 2005, mg aiaiiywi iai a i w pi 15% ni a pci. t cmpay aim a a i m Ciaa y 2011, a cig y 2015 a a qipm y 2020.14

Mawi, i picy w, ni paa bICeP, a pwca-gy acacy caii. A iay, cmpay pig gaic ima impac ci, ai i i 2009Csr rp. li cmpay aiaiiy-a w p iaim, a i ci a acy, giigciiiy ni ma-cmmica. s, w igaiaiiy cag a ig a may cmpai a mp accp a j cw i ai, ni i p i j i cia w, a, away.

Do it because: rig a i ay a a aigma aig m agai.

14 G, Mai. r. ni ui nw Pc i eima P, 28 oc 2008. W.

On The RIghT TRAck: T nibrad was aud at $13.2biio i 2009, w aad o top

omptitor Adidass $5.4 biiobrad.15 ni as o b aidustry adr, wi masparsi out t positi impat oits sustaiabiity iitiatis triy.Suf it to say, i a ram wrbrad dirtiatio ad produtioatio ar ryti, nissustaiabiity adrsip as bpart ad par o pi tbrad at t top o its am.

15 Interbrand. Best Global Brands, 2009.

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W cmp c y caiig a cc aiaiiymaig i y a a . W a p may cip aiaiiy agi a w w w a i ca i i i cag g a gaizai. I caiycm xiig pc a i; i caiy qi a g a w i ca; a i ma gg miai m y a q. ti y m mac g ygwa a ga maig.

b i y a i gi a y i p mcagig, xiaaig, waig pjc y ca, wcm

aa. t ppiy i imm, a a a p.Cm a gy y cc (84% m w ay g pc a ic)a a y cag. Mgigga aiaiiy wi ga maig ca ; a wi i w, i ca a gaig w, a gaaizwc, ga cm a gag a.

s ma i jy wi y wi p a m wawi g. G-y gwa. Wcm maig i Ag saiaiiy. Caig w g i ay cma a ay, y a a.

Cci

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ogiyea i ogiy & Ma ga aiaiiy pacic.o mii i p a c aip ppiy iaiaiiy. o iq i a ic p ci iiyppii i aiaiiy pac, ca ic cmmicaiagi a c a pig iiiai, a pa cap a aa. W a pi acc ogiyeaxp cmmiy, a paa ai a pi igypciaiz iig a aciia cci wi a iiy pia pa.

ogiyea c amg i ci a m F 500

cmpai. M cy, ogiyea ca hpag,a ga mm ai awa cima cag a ui nai Cima Cag Cc (CoP15), a ui nai. hpag gag m a ix miipp a p i a w aiaiiy aai a ga ca.

W w a caaig wi igma i a cpa ci, aiig gwa i a a yig w . t a m a ig, pa [email protected].

Several Ogilvy & Mather Worldwide clients have been featured in this book:Unilever, DuPont and Coca-Cola.

A

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20/22

t ogiyeaAiy bamm w

ci ia:

bill becker i exci dic Piia Cima Aci Pjc(www.cimaacipjc.cm) a gaiz naia laip smmi a saia Amica, a i cc i 2006 a 2007 aacAmica aiaiiy i a im ga wamig. rga a a aia xp aia pm, wa py y sa liiaa p pa aiacci a hica kaia. M cy, gaiz a a am us aia ig xp bijig p Ci fcia wi gig oympic viag 2008 oympic Gam.

ian higgins i a m i xci a nsW dpam egy, uiiia saiaiiy (deus) a a m a gma gaizai ca Gpac a WWF. Ia a p m pa 20 ya, i Aaia aiaiay, wig ima aiaiiy i, icig ga wamig.h i paia a g cmmicai, imai a ai-cagpay i aii a w-ca cmy.

Jeunesse Park i a Ceo F a t Aica (FtFA), sAica y aia gig a gaig nGo, wic pm gig,aia aa c a maagm, a ciy g ypgam: t hm, ePa a ua Gig Fm.

Ma Jun i a Ci imai, fci wi, ima ca ajai. I 1990, Ma w a South China Morning Posta ay cam Ci rpai sCMP.cm i bijig. Ma 1999 Chinas Water Crisis a cmpa rac Ca Silent Spring i i Cia f maj jc

a ai ima cii. h wa am a 100 m iia pi w y Time Magazinei May 2006. sic 2006 a a igic IPe (Ii Pic a eima Aai) a p Cia Wa Pi Map, cy f pic i wa pi aaa.

anDrew s. winston ai m w aig cmpai w pfm ima iig. h i c-a Green to Golda a Green Recovery, a gi iig a iig i a cmic w. Aw i aa igy pc a yamic pa w xp i f gig gwi aic a w. Aw ai ca ic cpa agy ab Cig Gp a maagm pii i maig a i pm

a tim Wa a Mtv.

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A w, w gai a maig picip a pi aw. A p wa ic:

Ftc green guiDe: I ui sa, Fa ta Cmmii (FtC) ga aig w ya ag pa i 1998 ima aiig gii, w a G Gi, acig a wa aig pia cpi i ma.16 t c G Gi a a ai ma a apc m aia, pcifc a ca. t G Gi a imi i a y a my gii

ay cmpiac a a gay c.17 ty a ai p p wi apiy cagig pmi mapac p mgig ima i. F xamp, FtC c gii a pc caim a ca mii a ci ga cima cag.

A w a a m aa FtC a a a gaig g aig m. sic 2009,a w ca i Caiia a a wi a ga wamig c a a i acc mii m ic a cmpi.18

csa environMental claiMs guiDe: I J 2008, Caaia Cmpii ba, i cjci wi Caaia saa Aciai (CsA), a eima Caim: A Gi Iy a Ai. I w gii p p gwaig, qiig cmpai pi pp i ima caima y ma caim a a aia a if. vag caim, c a g, z-iy a

gy-aig, wic impy a a pc i imay fcia am, a icag. Miaigaiig y a cpai i pia y f p Ca$100,000, pc iz a impim.19

DeFra green claiMs coDe: Caaa i f cy p ic gii. t uk cy pp pcm w picy uk dpam eim, F a ra Aai (deFrA). deFrAgii a imia FtC a CsA a a a i acc w iaia aa ima caim, Iso 14021, wic a p y aa i a w. Accig deFrA c, g caim , acca a ifa. Fm, y a, ca,xpici a wi i pai agag. Caim a a amig xagga a pia y aw.20 t ukAiig saa Aiy (AsA), a ip wacg cmmi maiaiig aiig aa,i a cagig cm mi cmpai a g caim. ( Cmpai AsA a miaigima caim ica m 2006 2007 p m 117 561.21)

iso 14021: ti iaia aa, p y Iaia ogaizai saaizai, a nGoa ca ay cica aa, pcif qim -ca ima caim. I i cm cmmy i ima caim, gi qaifcai i , a ci a ga aaia ifcai mgy. sic ac aa i ay, a ga pci cmpiac. hw, a m ci, c a Aaia, Fac a nway, a ac iaia aa wi ca f a pai.

Appix A:W I Miig

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16 sy, li. The New York Times, bi sci. F.t.C. A i Ca-o My I W sp, 9 Jaay 2008. W.17 Fa ta Cmmii. Pa 260: Gi u eima Maig Caim. W.18 Gbiz. nw Ca i Caiia M dipay Ga Wamig sc, 6 Jy 2008. W.19

Cmpii ba Caaa. eima Caim: A Gi Iy a Ai, 25 J 2008. W.20 dpam eim, F a ra Aai. G Caim C Pc. W.21 Aiig saa Aiy. AsA G tg Aiig G Caim, 26 J 2007. W.

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s si Gwaig, ta Cic 2009sisorwasi.or

Gwaig Ix, eiMia scia Maigwww.rwasiid.om

Gwaig, Gpacstoprwas.or

t Gwa biga, Amica Pic Miawww.pubiradio.or/oums/sustaiabiity/rwas

t Gwaig bgwww.trwasibo.om

FtCGi u eima Maig Caimwww.t.o/bp/rru/uids980427.tm

Caaa Cmpii baeima Caim: A Gi Iy a Aiomptitioburau..a/i/sit/b-b.s//02702.tm

uk deFrAG Caim C Pcwww.dra.o.u/iromt/busiss/marti//od.tm

Appix b:F Reading

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