Sustainability Communication at Point of Purchase

Sustainability Communication at Point of PurchasePoint of PurchaseA Study of Innovative Practices

Sponsored by: Prepared by: Stratos Inc.2009

Thanks

Industry Canada and Stratos would like to thank the following companies for their participation in this study:

Sustainability Communication at Point of Purchase 2

Contents

1. Introduction• Overview• Findings Summary• Scopep• Communication Approaches• Participating Companies

2. Key Findings• What, why and how companies are communicating about sustainability at

point of purchase

3. Tool• Elements of a sustainability point of purchase communications approach

4. Appendices• List of Participants• References

5. Case Studies (refer to supplemental deck)


INTRODUCTION

Sustainability Communication at Point of Purchase

Overview

• The markets for sustainable products have seen rapid recent growth.

• Consumers are demanding more sustainable products and more informationabout these products so that they can make informed purchase decisions.p y p

• While in light of the economic downturn this trend may be slowing, there isstrong evidence that sustainable products that provide consumers with longer-term cost savings are still in demand.g

• Strong sustainability performance and communication strengthens brand valueand supports the delivery of core corporate and retail business strategies.

• Effective point of purchase sustainability communication is becoming a corecomponent of sustainability disclosure, communications and marketing for retailbusinesses.

• This report reviews the approaches of seven innovative companies and isintended to provide guidance to other companies as they seek to develop andimprove communication of sustainability information at point of purchase.


Findings Summary

• Communication of sustainability information at the point of purchase is evolvingas leading companies test a range of approaches and standards and bestpractices emerge.

• Innovations in sustainability communication at the point of purchase include:• Innovations in sustainability communication at the point of purchase include:• Growing focus on linking product sustainability attributes to strong product

performance• The development of coherent store- and company-wide approaches• Improving simplicity in point of purchase messaging, and supporting

messages with in-depth use of supportive website stories and data• The use of techniques to engage consumers in taking action to reduce

impact associated with the use and disposal of productsimpact associated with the use and disposal of products• Increasing emphasis on strong operational and product performance

improvements as a precondition of launching communication programs• Increasing sophistication in the use of assurance to back up assertions about

operational sustainability and / or product sustainability claimsoperational sustainability and / or product sustainability claims• In a time where there is significant pressure on costs, there is evidence that

point of purchase sustainability communication is cost-effective and is aneffective tool for engaging consumers and driving sales.


Objective and Approach

Objective: To assist Canadian companies in their efforts to communicate sustainability information at point of purchase and adopt innovative practices.

Approach: Stratos used an interactive, interview-based approach to seek lessons from seven innovative companies.

Literature Selection of Focused

M e t h o d o l o g y

Literature Review

Selection of companies

Focused Interviews

Case Study DevelopmentDevelopment

Case Study ValidationAnalysisResults


Scope of the Study

• A simplified view of the process a prospective consumer uses when making a purchase is provided on the right. Typically, steps include recognizing a

Recognize need / want / dissatisfaction

Gather information / Evaluate choices Purchase

P u r c h a s e P r o c e s s

steps include recognizing a need/want/dissatisfaction, gathering information, and evaluating choices.

k

want / dissatisfaction Evaluate choices

• To assist a consumer in making a decision at point of purchase, companies use a variety of communication approaches and media which may include

•Labeling•Packaging•Posters•Displays•Staff InteractionsI St C t l

C o m m u n i c a t i o n M e d i a

ylabeling, packaging, posters, displays, staff interactions, and in-store catalogues.

• This study explores

•In-Store Catalogues

•Environmentally and socially preferable S u s t a i n a b i l i t y • This study explores

communication used at point of purchase. It does not include media such as websites and advertising.

y pproduct attributes

•Global environmental and social issues

•Business performance

I n f o r m a t i o n C o m m u n i c a t e d


Point of Purchase Communication Approaches

L A B E L I N G P A C K A G I N G P O S T E R S D I S P L A Y S S T A F F C A T A L O G U E SL A B E L I N G P A C K A G I N G P O S T E R S D I S P L A Y S I N T E R A C T I O N S C A T A L O G U E S

•Any type of symbol, image or wording describing sustainability

•Refers to the composition of packaging, i.e. post-consumer material;

•Any signage •Can be used throughout retail space

•Benefits include:

•Any type of three-dimensional visual

•May include

•Conversations andproduct trials with trained staff

•May be informal or planned

•Booklets that provide detailed information about products

•Provided in store to attributes

•Can be printed directly onto packaging or applied at point of purchase

•Benefits include: hi h

minimizing wrapping

•Benefits include: concrete representation of commitment to sustainability

high impact and flexibility (can be changed periodically),flexibility of location, can be tailored to

fl l l

product samples, contextual cues, e.g. window display of empty plastic bottles for recycling program

fi i l d

conversations, demonstrations, workshops

•Benefits include:depth of information, can be tailored to consumer, building of

guide consumer product selection

•Benefits include: depth of information, ability to compare products, can show

f ihigh exposure time because consumer takes messaging home

reflect local interests

•Benefits include: depth of information, flexibility of location, can be tailored to reflect local interests

consumer relationships

performance ratings


Participating Companies

Focused interviews were conducted with representatives of seven companies* in a range of sectors, selected for their sustainability leadership and innovative practices in sustainability communication.

C O M P A N Y L O C A T I O N D E S C R I P T I O N

Aveda United States and Global Manufacturer, Retailer – ConsumerProducts (Beauty)

Retailer– Consumer Products Boots England Retailer Consumer Products (Health & Beauty)

Canadian Tire Canada Retailer– Consumer Products (Auto, Sports, Home)

Retailer – Consumer Products Apparel Marks & Spencer England Retailer – Consumer Products, Apparel and Food

Mountain Equipment Co-op Canada Retailer – Consumer Products (Apparel and Sporting Equipment)

M f t M k t C Procter & Gamble United States and Global Manufacturer, Marketer – Consumer Products (Personal Care and Household)

Timberland United States and GlobalManufacturer, Marketer and Retailer –Consumer Product (Footwear and Apparel)


* A complete list of interviewees is provided in Appendix A

KEY FINDINGSWh t Wh d H C i C i t b t What, Why and How Companies Communicate about Sustainability at Point of Purchase


WHAT is Communicated to the Consumer at Point of Purchase

• At point of purchase, companies communicate to provide choice and to drive consumer behaviour. The type of information communicated falls into four focus areas, described below.

F O C U S D E S C R I P T I O N

Product Information about the environmental and social

Consumer Choice

Product Attributes

Information about the environmental and social attributes of products.

Operational Performance

Information about the environmental and social performance of broader corporate operations.

Consumer Action

Product Lifecycle

Information on how to reduce impacts during the use of a product.

Global and Information about sustainability and the action Global and Community

Issues

Information about sustainability and the action consumers can take.


WHAT is Communicated to the Consumer at Point of Purchase

• All companies studied provide information to the consumer about product attributes and product lifecycle.

• Communication in the product lifecycle category is of particular interest to the study companies as it is seen to drive consumer engagement There is study companies as it is seen to drive consumer engagement. There is significant innovation in approaches in this area.

F O C U S

Consumer

Product Attributes

Choice Operational Performance

Product Lifecycle

Consumer Action

Lifecycle

Global and Community

Issues


WHAT is Communicated to the Consumer at Point of Purchase?

• Companies communicate at the point of purchase on a range of sustainability issues. The most common of these issues include:

• Climate change and energy: lifecycle energy consumption product carbon • Climate change and energy: lifecycle energy consumption, product carbon footprint, energy saving in product use

• Sourcing: ethical and environmental standards applied in sourcing related to human rights fair tradeto human rights, fair trade

• Chemicals: safety of content, natural materials, organic, excluded chemicals


WHAT –Timberland’s Nutritional Label

CASE STUDY CASE STUDY HIGHLIGHTHIGHLIGHTCASE STUDY CASE STUDY HIGHLIGHTHIGHLIGHT

Timberland Nutritional Label• Timberland uses a nutritional label

printed on product boxes to communicate about:• Its impact on the climate, i.e. use of Its impact on the climate, i.e. use of

solar, wind and water energy to power its factories.

• The percentage of its footwear that use alternatives to PVC plastic use alternatives to PVC plastic.

• Its total use of renewable, organic and recycled materials.

• The number of trees planted in a given year.


NOTE: For further details of what study companies communicate, refer to the individual case studies.

How Companies Decide WHAT to Communicate

• Study companies use a range of approaches to determine what issues to communicate about and how to communicate about those issues to the consumer at point of purchase including:

t t i f • strategic performance areas• stakeholder engagement• lifecycle analysis• market researchmarket research• issue profile

• The following slide provides further details of how the approaches are used.

• All companies identified the need for clarity and coherence of sustainability messaging across the retail operation and within corporate messaging.

F i ll f i i i i i l i i f • Focusing on a small set of priorities is vital to ensuring impact of messages and minimizing confusion and consumer “overload”.


How Companies Decide WHAT to Communicate

METHOD DESCRIPTION STUDY EXAMPLE

Strategic Performance Areas

• Aligns communication topics with corporate performance objectives

• Benefit(s): upper management and / or Board of

Timberland communicates topics (climate change, chemicals, resource consumption) which were identified by the responsible

Director buy-in board committee and through external stakeholder engagement activities.

Stakeholder Engagement

• Aligns communications with stakeholder expectations

• Benefit(s): interactivity, allows for testing of communication messaging

Lifecycle Analysis

• Maps sustainability issues against value chain and prioritizes issues based on impact

• Benefit(s): aligns communications with areas of greatest impact for company and / or consumer; identifies areas in which consumer action would be most valuable; identifies baseline against

M&S used a lifecycle analysis to identify the areas of greatest impact along its value chain and areas where consumers could take action.

be most valuable; identifies baseline against which improvements can be communicated

Market Research

• Aligns communications with market expectations

• Benefit(s): provides detail by consumer segment / target markets

Canadian Tire used market research to identify carbon management as the area about which consumers were most interested in receiving information/ take action.

Issue Profile • Aligns communications with issues of high public awareness

• Benefit(s): identifies areas in which consumers want to take action, increasing consumer

t d b d l

Aveda often links areas in which consumers are likely to take action to its communication messaging, e.g. using renewable energy.


engagement and brand relevance.

How M&S decides WHAT to Communicate at Point of Purchase

CASE STUDYCASE STUDYHIGHLIGHTHIGHLIGHTCASE STUDYCASE STUDYHIGHLIGHTHIGHLIGHT

• M&S conducted a lifecycle analysis to map sustainability issues against value chain activities. Plotting the results in a simple “heat map” can help identify areas of

Sample Heat Map

CT

UR

ING

OR

T

heat map can help identify areas of greatest impact.

• M&S identified areas where consumers could impact value chain sustainability

f d d l d i t f

SU

PP

LY

MA

NU

FAC

TR

AN

SP

O

RE

TAIL

US

AG

E

performance and developed point of purchase messaging around those issues.

• For example, the analysis showed the strong impact of recycling clothing. M&S

W A S T E

G H G S

C H E M I C A L S

partnered with OXFAM and as of March, 2008, over 80,000 people donated their clothing to the organization. Donors were given a £5 voucher to use at M&S, 55% of

L A B O U R

LowImpact

Med Impact

High Impact

which were redeemed. When similar vouchers were mailed to consumers, the redemption rate was only 5%


NOTE: For further information on how companies decide what to communicate, refer to the individual case studies.

WHY Communicate about Sustainability at Point of Purchase

• Study companies identified a range of rationales for their decision to communicate at point of purchase about sustainability. C t sustainability.

• While there were mixed opinions about product differentiation as a driver for sustainability communication there was

Corporate Brand

sustainability communication, there was very strong agreement among study companies that such communication drives brand value.

Consumer Expectations

Consumer Loyalty

• Ensuring that this activity results in improved sustainability performance is vital to credibility and in some cases

l h d dSustainability

C i ticompliance with advertising codes. Communication


WHY Communicate about Sustainability at Point of Purchase

DRIVER BUSINESS CASE STUDY EXAMPLE

Brand Strengthening brand relevance and trust.

Aveda’s communication about the sustainability attributes of its products enhances its brand which is associated with natural and organic productsproducts.

Consumer Expectations

Delivering on consumer expectations for sustainability performance

As providers of pharmaceutical products, corporate trust is fundamental to Boots. Communication on sustainability efforts is part of sustainability performance. Communication on sustainability efforts is part of building that trust.

Consumer L lt

Engaging consumers in t i bl h

When M&S offered five pound vouchers to h l d l thi ith OXFAM Loyalty sustainable change can

create enduring consumer relationships.

consumers who recycled clothing with OXFAM, the redemption rate was significantly higher than when similar vouchers were mailed to consumers.

Product Differentiation

Providing clarity on sustainability attributes of products can provide a point of differentiation from standard offerings.

MEC’s sustainability logo informs consumers of products that have attributes that comply with certain sustainability criteria.


WHY Communicate about Sustainability at Point of Purchase – cont’d

DRIVER BUSINESS CASE STUDY EXAMPLEDRIVER BUSINESS CASE STUDY EXAMPLE

Increased Sales

Increased consumer interest in sustainable products can translate to rapid growth of sales of products with clear

The growth of Canadian Tire’s Blue Planet “environmentally preferred “ line is better than average business growth.

psustainability characteristics.

Operational Efficiencies

Efforts to robustly understand and communicate sustainability performance

Boots’ work with Carbon Trust to assess the carbon footprint of two shampoos revealed areas for operational

can reveal operational efficiencies.

improvements across similar products.

Changing societal

and market

Communicating effectively on current social and environmental challenges

Society’s understanding and appreciation of the planet’s water resources is growing. Aveda built its campaign promoting the sustainable use of and market

expectationsenvironmental challenges helps maintain the currency and relevancy of the brand.

its campaign promoting the sustainable use of water to complement this market expectation.

Improve value h i

Informing consumers about ti th t k t

P&G conducted a lifecycle analysis and found that f l d d t t i th h h d th chain

sustainability performance

actions they can take to reduce their environmental footprint can improve the overall sustainability performance of a value chain, helping meet corporate

use of laundry detergent in the home had the greatest energy impact of all its products, and so created Tide Cold Water.


helping meet corporate objectives

WHY Canadian Tire Communicates about Sustainability


• Canadian Tire builds its point of purchase sustainabilitycommunication to deliver on four primary businessobjectives:

• Consumer expectations;p ;• Corporate brand;• Sales growth; and• Consumer loyalty.

• Over the past five to ten years, Canadian Tire has seena growing interest from the public and its consumers ina growing interest from the public and its consumers in“environmentally preferred” product options. Itconsiders meeting these needs critical to its businesssuccess.

• Canadian Tire recognizes its consumers expect that itg pwill “do the right thing”. Meeting this expectation is akey component of their approach to building long termconsumer relationships.

• Active point of purchase communication reinforces thistrusttrust.

• The Blue Planet Line is achieving sales growth that isgreater than average, when compared to otherCanadian Tire lines.


NOTE: For further details on WHY study companies communicate about sustainability, refer to the individual case studies.

• Study companies use different media to communicate sustainability information at point of purchase

HOW Companies Communicate at Point of Purchase

• Study companies use different media to communicate sustainability information at point of purchase. Some of the common approaches used include: labels, packaging, posters, displays, staff interactions and catalogues.

• Labels: effective display of points of difference in products• Packaging: concrete representation of a company’s commitment to sustainability performance• Posters & Displays: flexibility to reflect current trends and hot topicsPosters & Displays: flexibility to reflect current trends and hot topics• Staff interactions: enable consumer engagement and answering specific questions• Catalogues: allow for product comparison, provide depth / detail to communicate lifecycle issues

M E D I A

Labels

Packaging

Posters

i lDisplays

Staff interactions

In-store


In store catalogues

HOW MEC Communicates about Sustainability


• MEC has designed its own product sustainability symbol that is applied to the product during its manufacture. The symbol indicates products that contain organically grown cotton blend (at least 50%) or organically grown cotton (at least 100%), recycled polyester content (at least 100%), recycled polyester content (at least 50%) or that are completely PVC-free.

• MEC makes use of posters and displays to communicate both its operational performance and global and community issue areas. For

l i th h t th t il example, signage throughout the retail space guides consumers on a tour highlighting the stores sustainability design features, e.g. solar panels, environmentally preferable construction materials, etc.

• MEC-brand products are packaged using low material volumes and recycled content wherever possible. Recently, MEC reduced the thickness of cardboard stock used for packaging.

Th MEC t l ( il bl i t ) i • The MEC catalogue, (available in-store), is leveraged to deliver sustainability messages, e.g. a recent copy featured a two-page spread called “The Power of Choice”, highlighting ways in which MEC and its consumers can make a positive impact on the environment.


TOOLElements of a Sustainability Point of Purchase Elements of a Sustainability Point of Purchase Communications Approach


Overview

• This section presents a tool to assist companies in the development of robust point of

h t i bilit

Get Basics Right Find Right ToneLink

Communication Channels

purchase sustainability communication.

• It is designed to provide communicators with practical

Determine Business &

Communication Objectives

Simplify Messaging

Track Performance

communicators with practical guidance, insight and options as they develop and improve point of purchase sustainability communication.

Objectives

Develop Communications

Approach

Increase Engagement

Improve Performance

• The flow diagram to the right provides a high-level overview of the tool, which is explained

d d d l

Ensure Coherence of

CommunicationEnsure Accuracy

and supported in more detail in the coming section.


Get the Basics Right

• Communication on sustainability is most effective and credible when approached from a platform of strong operational and product sustainability performance.

• Determine issues of primary (material) importance, where performance improvements deliver most value and impact.

Determine Material Issuespe o a ce p o e e ts de e ost a ue a d pact

• Key tools include materiality analysis, stakeholder engagement and lifecycle analysis. (Refer to slide 30 for more detail).

• Segment your sustainability action plant to identify:A i i ti ith l h i t

Issues

Improve Performance• Areas requiring action with supply chain partners

• Areas requiring technical fixes• Product sustainability improvements • Key consumer impacts.

Performance

Gain • Get assurance that systems managing performance

improvements are robust. External support such as auditors, consultants and NGOs can provide valuable support.

• Incorporate sustainability into the design of products, services and operations

Gain Assurance

and operations.• The bottom line? Have a solid plan to improve performance in

place before going public with point of purchase messaging. Communicate


Determine Business and Communication Objectives

• Communication is most effectively delivered if there is a clear understanding of the business objectives and the specific impact sought from the point of purchase communication.

• Objectives for point of purchase sustainability communication programs might include:

• Differentiating productsReducing sustainability impacts associated with product use• Reducing sustainability impacts associated with product use

• Reinforcing a sustainability brand• Reflecting current sustainability concerns• Increase sales

• A full breakdown of potential business drivers and example strategies is provided on slide 20.


Develop Communications Approach

• Once business and communication objectives are determined, identify:

• the sustainability issues on which to focus at point of purchase;the sustainability issues on which to focus at point of purchase;• the focus of point of purchase communication (product attributes,

operational performance, product lifecycle, and global and community issues), and;

• which communication media to use. which communication media to use.

Detailed information on these aspects can be found in the “What, Why and How” section of this report, specifically slides 12 through 17.section of this report, specifically slides 12 through 17.


Ensure Coherence of Communication

• Important sustainability communication messages can be lost or diluted if not supported by a coherent, store-wide experience. Key considerations include:

• Ensuring staff can speak knowledgably about sustainability of different • Ensuring staff can speak knowledgably about sustainability of different products.

• Ensuring that packaging is appropriately optimized and is designed with t i bilit i i dsustainability in mind.

• Ensure the approach to high visibility areas and items like catalogues, lighting and displays are designed with sustainability in mind.

• Ensuring store-wide rigor in identifying impacts. E.g. If one item is labeled as being air freighted, you must ensure that all other non-labeled products in the store is not.t e sto e s ot


With the rapid growth in volume of sustainability

Ensure the Accuracy of CommunicationsUK and USA based surveys show that nine out of ten people are “skeptical about green • With the rapid growth in volume of sustainability

information, there is real and increasing skepticism among consumers and stakeholders.

• Avoiding the promotion of false or misleading

skeptical about green or climate change information from companies and governments”.

sustainability information is critical to ensuring credibility.

• Check:• Data: Ensure the accuracy of the data being presented in

E X A M P L E S O F C L A I M S R E Q U I R I N G

J U S T I F I C A T I O N

• Eco-friendlyData: Ensure the accuracy of the data being presented in sustainability claims, e.g. Aveda’s claim of being “the first beauty company manufacturing with 100% wind power”

• Language: Ensure that the language used in a claim is credible, objective, easily identifiable and understood by consumers.

• Implications: what are you inferring about the performance of

• Eco-friendly• Natural• Non-toxic• Green• Pollutant-free• Carbon-neutral

other products

• Distinguish your communication• Strictly apply guidance such as CSA & Competition Bureau’s

Environmental claims: A guide for industry and advertisers• Use your internal experts to verify statements e g lawyers

• Ethical• Fair• Recyclable• Low-impact• Environmentally-friendly

E ffi i t• Use your internal experts to verify statements, e.g. lawyers, auditors

• Apply the same standards to information used in other communication channels e.g. television and radio advertising, website, sustainability reporting etc.

• Energy efficient• Low carbon• Not tested on animals• Organic• Biodegradable• Zero carbon


• Zero carbon• Zero waste

Increase the Level of Consumer Engagement

• The greater the level of engagement of consumers in delivering improved sustainability performance, the greater the returns to companies, particularly in terms of brand value and consumer retention.

• Look for opportunities to engage your consumers directly in improving performance. Create feedback loops to bring consumers back to your products and stores.

“ P i ”

“ I n v o l v e m e ” (e.g. consumer lifecycle actions like M&S’ promotion of clothing recycling)

SS

“ S h o w m e ”(e.g. Aveda’s sustainability stories)

“ P r o v e i t t o m e ”(e.g. third party certification for Boots by the Carbon Trust)

US

IN

ES

AL

UE

E N G A G E M E N T

“ T e l l m e ”(e.g. in-house labeling like MEC’s sustainability label)

B V


E N G A G E M E N T

Keep Messaging Simple

• Consumers are flooded with messages at the point of purchase. For sustainability messages to be heard and understood, there needs to be:

• Clarity on the one to five key messages

• Simplicity of language and concepts

• Real, rather than abstract concepts

R titi f i• Repetition of messaging

• Concrete action points for consumers

• For example, out of 100 performance areas in their Plan A of commitments, M&S only communicates about five to ten at point of purchase, while Aveda picks two or three key messages and highlights relevant product offerings.

• Whatever issues are being communicated, study companies comprehensively identified simplicity of messaging as being key to a successful sustainability

i i


communications program.

33

Find the Right Tone

• The tone of sustainability messaging can have a huge impact on consumer response. Consumers react adversely to a “preachy” or “finger-wagging” tone.

• Messaging that provides consumers with simple ways to take action is a valuable part of a communications campaign.

• Important aspects of tone include:

• Humilityy

• Transparency

• Credibility

• Commitment to future action

• Solutions-orientation

• The tone of sustainability messaging should also resonate with brand, and be consistent with corporate strategy and sustainability performance targets.


Link Point of Purchase Messaging to Other Communication Channels

• Coherence between communication channels is a key to credible sustainability messaging.

• Advertising: ensure coherence of point of purchase with broader branding and marketing activities.

• Website: Use the web to provide details, data, stories and more information to support communication.

• Provide proof points for each sustainability-related communication

• Educate the consumer about product-related and broader sustainability issues

• Provide the consumer with opportunities to take action

• Include supportive information on the strength of corporate activities

Give the consumer opportunities for comment or feedback• Give the consumer opportunities for comment or feedback


Track your Performance

• Understanding and monitoring the success of communication activities is

DRIVER MEASURE

Brand • Consumer brand awareness• Perceptions of sustainability of brand

vital to delivering effective programs

• Align measures to provide

Consumer Expectations • Consumer feedback

Consumer Loyalty

• Degree of consumer participation in communication program (e.g. number of vouchers redeemed)• Align measures to provide

insight into the delivery of business objectives

)

Product Differentiation • Compare sales growth of sustainable to

standard product offering

• Return on investment and brand value contributions are very difficult to monitor, creative and

Increased sales • Sales

Operational Efficiencies • Dollars saved

Changing societal innovative approaches are required.

Changing societal and market

expectations• Brand relevance

Improve value chain sustainability performance

• Value chain greenhouse gas emissions• Value chain water consumption• Value chain waste


Value chain waste

Use Point of Purchase Sustainability Communication to Maximize Sustainability Performance Improvements

• Improving performance is a core objective of businesses communicating sustainability at point of purchase and is vital to credibility of initiatives.

• Maximize the sustainability benefits by:

• Using lifecycle analysis to identify opportunities for operational efficiencyg y y y pp p y

• Involving your supply chain

• Driving consumers to products with improved sustainability attributes

• Improve consumer use of products

• Improve consumer disposal and recovery of end of life products


APPENDICES


Appendix A: List of Participants

C O M P A N Y C O N T A C T T I T L E

Aveda Chuck Bennett VP of Earth and Community Carey

Boots Richard Ellis Group Head CSR

Canadian Tire Jason Kane Manager, The Environment

Marks & Spencer Mike Barry Head of Corporate Social Responsibility

Mountain Equipment Co-op Esther Speck Director Sustainability

Proctor & Gamble Lee Bansil Director, External Relations

Timberland Beth Ginsberg Holzman CSR Strategy and Reporting Manager


Appendix B: Useful References and Further Reading

1. Carbon Trust. Case Study CTS053 – Working with Boots. Product carbon footprinting in practice.

2. CSA & Competition Bureau. Environmental claims: A guide for industry and advertisers 2008advertisers. 2008.

3. Futerra. Greenwash: Annoying or dangerous?

4. Forum for the Future. Eco-promising: communicating the environmental credentials of your products and services. April 2008.credentials of your products and services. April 2008.

5. Research Network for Business Sustainability. Knowledge Forum on Socially Conscious Consumerism. February 2009.

6. UNEP. Talk the Walk. Advancing Sustainable Lifestyles through Marketing and g y g gCommunications. 2005.

7. Michelle Warren. Environmental disaster. Marketing, 113(7), 23-24. April 2008.

8. Annual Reports of all study companies.


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