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BIO INTELLIGENCE SERVICE S.A. Société anonyme au capital de 202 410 Euros. RCS Paris B 950 576 405 - TVA FR-37 950 576 405

Siège Social : 1 rue Berthelot 94200 Ivry sur Seine - tél 01 56 20 28 98 fax : 01 58 46 09 95 - e-mail : [email protected]

BIO Intelligence Service

OPERATION OF AN EU ECO-LABEL HELP DESK FOR THE SUPPORT AND THE PROMOTION OF THE

EUROPEAN ECO-LABELLING SCHEME

EUROPEAN COMMISSION DG ENVIRONMENT

SUSTAINABLE DEVELOPMENT AND INTEGRATION (ENV/G/2)

FINAL REPORT DECEMBER 2004 Contact Eco-label Helpdesk c/o BIO Intelligence Service

Mrs. Véronique MONIER Tel : +33 1 56 20 28 98 E-mail : [email protected]

Ms. Cécile DES ABBAYES Tel : +33 1 56 20 28 98 E-mail : [email protected]

CE DG Environment –European Eco-labelling Scheme Helpdesk – Final report 2

C O N T E N T O F T H E R E P O R T

INTRODUCTION

ACHIEVEMENTS FOR 2004

PROMOTION ACTION PLAN

QUATERLY REPORT JANUARY – MARCH 2004

QUATERLY REPORT APRIL – JULY 2004

QUATERLY REPORT AUGUST - SEPTEMBER 2004

QUATERLY REPORT OCTOBER - NOVEMBER 2004

MARKETING ACTIVITIES PLANNED FOR 2005


INTRODUCTION

At the beginning of 2004, the EC commissioned BIO Intelligence Service for the management of the European Eco-label Helpdesk. This 3-year project, renewable every year, has four basic objectives according to the technical annex of the contract:

• To provide interested parties (business, retailers, consumers etc, in particular potential new Eco-label holders) with timely and accurate information concerning the Flower,

• To assist and implement activities of the marketing management group of the EUEB,

• To host, maintain and further develop the newly installed Eco-label platform (www.eco-label.com),

• To develop and carry out promotion activities for the EU Eco-label. The first two points consist in what was called in our Quaterly Reports “Assistance to the EC and the MMG for varied communication tasks”. The last two points were called “Implementation of a Promotion Action Plan”.

This report constitutes the final report of 2004. First, a summary of the different actions implemented (Assistance to the EC for varied communication tasks and Implementation of the Promotion Action Plan) is given. Then the different reports produced and validated by the EC in 2004 are included:

• the Promotion Action Plan,

• the Quaterly reports detailing the activities implemented summarized in the first part,

• the Marketing Activities Planned for 2005.


ACHIEVEMENTS FOR 2004

This first year of activity constitutes for the Helpdesk a very important and structuring year. One of the key diagnoses was that available hand-out materials were not marketing-oriented enough. As a result, one of 2004 priorities was to develop general marketing brochures and product-group specific fact sheets, targeting producers and retailers.

Extensive marketing activity has been implemented, following the strategy described below:

• Target both the demand side and the supply side of the two ‘products’ involved: the Flower logo itself and eco-labelled products, while taking into account stakeholders strategies and motivation,

• Target key stakeholders who are able to generate multiplying effects,

• Strengthen existing Flower promotion initiatives and take part to existing actions not involving the Flower yet,

• Select actions which are relatively quick and easy to implement.

Actions carried out at the EU level were privileged, because CBs implemented national actions. Two categories of actions were distinguished:

• Horizontal actions, which do not require to focus on selected product groups and which can potentially benefit all product groups,

• Actions specific to a given product group, either for impact maximisation purposes or for resources limitation constraint.

The product groups selected for marketing activities in 2004 are detailed in the table below:

Priority Product Groups for 2004

Product group Situation at the beginning of 2004 Paints and varnishes Significant number of holders in several MSs

Detergents Few holders in few MSs Textile Significant number of holders in some MSs

Footwear Few holders in few MSs Tourism accommodation Few holders in few MSs


The different activities implemented to assist the EC and the MMG for varied communication tasks are summarised in the table below (period: January – beginning December 2004):

Communication Tasks implemented in 2004

Enquiries BIO received 127 enquiries during the above-mentioned period, and answered 95 of them, as they were related to marketing or communication issues. The EC answered the other ones. BIO also answered enquiries by phone (approximately 2 phone calls per week).

Mailing-lists 438 people were added in the newsletter mailing-lists (for paper or electronic version) in the above-mentioned period. The languages asked for were as following:

• 44% English • 22% Italian • 19% French • 11% Spanish • 4% Greek

E-catalogue 64 new companies were added to the e-catalogue.

News Web site news were monthly provided.

Flower newsletter Two issues of the Flower newsletter were released.


The different marketing activities implemented are detailed in the following pages. A

comparison is made between the activities initially scheduled in the plan 2004 and what was effectively implemented. Three situations are distinguished regarding the status of implementation:

• Tasks scheduled and implemented in 2004

• Tasks scheduled in 2004 and partly implemented in 2004 or postponed for 2005

• Tasks not scheduled but implemented in 2004


1. HORIZONTAL ACTIONS 1.1. INFORMATION TOOLS 1.1.1. The e-catalogue

Unscheduled Promotion Actions implemented in 2004 Comment

Translation of the e-catalogue in 11 languages

Improvement of information about products and companies

Since the e-catalogue www.eco-label.com was promoted in every marketing material produced for the Flower Week, it had to be developed and improved so that consumers logging on to it find it attractive and full of information. Two essential actions were implemented: • The Front Office of the e-catalogue was translated in the 11 languages

of the EU-15, so that Europeans can have access to it in their own language.

• About 300 emails and 170 phone calls were given to holders, to ask them to complete the fact sheets about their products, so that consumers find information about eco-labelled products and in which retailers to find the products.


1.1.2. Information material

Promotion actions planned in 2004 Status Comment

To have appropriate promotional material Having ‘sales leaflets’ (justification of benefits for using eco-labelled products) adapted to targeted groups will be useful: • a ‘sales leaflet’ adapted to professional purchasers • a ‘sales leaflet’ adapted to retailers • a ‘sales leaflet’ adapted to consumers • a ‘sales leaflet’ adapted to producers A preliminary diagnostic will be performed to see whether / how existing material can be updated / completed Depending on the result of the diagnosis, material will be updated / elaborated

Partly implemented

A preliminary diagnosis on existing marketing material was performed. Considering new brochures had to be developed for every target group (no update possible / relevant), and regarding the unscheduled activities which were implemented in 2004, it was decided to focus on brochures targeted to retailers and producers. The following brochures were developed: • General marketing brochure for producers and retailers

(EN +FR) • Textiles Fact Sheet (EN+FR) • Laundry detergents Fact Sheet (EN+FR) • Footwear Fact Sheet (EN+FR) • Paints & Varnishes (EN+FR) • Folder The production of Product Group Fact Sheets will continue in 2005, for Cleaners, Tissue Paper, Hard Floor Coverings, PCs and Portable Computers and Fridges. Brochures for consumers and professional purchasers are scheduled to be produced in 2005.


To have appropriate promotional material Translation of the tourism brochure in French Production of 3000 pins Creation of a set of slides for the CLCV (French consumer association)

These actions were not defined in the marketing action plan, as they met specific requests; they can be included in this section concerning the creation of appropriate promotional material.



To have public purchasers asking for eco-friendly products Prepare ready-for-use texts to be included in call for tenders (one per product group) Identify public purchasers motivated to ask for eco-friendly products (through horizontal actions targeting public purchasers – see above) Accompany them in order to build success stories and communicate

Postponed to 2005

A first contact was made with Jill Michielsen (see 1.2) The activities towards public purchasers were delayed to 2005, since 2004 was the year when the EC launched its handbook on green procurement (more details in 1.2). Regarding the ready-for-use texts to be included in call for tenders, after discussion with Jill Michielsen, it has been decided that the production of these texts should be done in a specifically dedicated project, considering the specificity and quantity of work to be done.


1.2. OTHER HORIZONTAL ACTIONS The original marketing action plan scheduled a lot of horizontal activities, to be implemented with the members of the MMG. Some of them were not done or postponed to 2005, for several reasons:

• Some of them were already scheduled by the Flower Week Campaign participants (activities towards youth and media), so the Helpdesk chose to focus on other actions.

• Some Campaign participants were very busy with their activities for the Flower Week (e.g. BEUC, EEB…), so actions which we scheduled with their participation were postponed.

• Many activities towards public purchasers were postponed, because it was not the right time schedule: the EC launched its handbook on green public procurement in July 2004, so it was better to wait that purchasers have the keys to understand the principles of green purchasing, before informing them about the possibilities of buying eco-labelled products.

Instead of the horizontal actions which could not be implemented, some activities targeted to specific product groups were launched (see 1.3).

Promotion actions planned in 2004 Status Comment To make use of the ‘Greening of Administrations’ European Programme Get in touch with the person responsible for the programme at the EU level (EC – Mrs. Jill Michielsen) to identify possible actions (information diffusion to national contact points and specialised press, participation to training sessions, to workshops, to shows…) This action will result in the definition of further actions, to be split between Helpdesk and CBs

Partly implemented

Jill Michielsen is in charge of the production of the EC Handbook on Green Public Procurement, released in August 2004. The results of this contact with her were that 2004 was too early to start promoting the Flower towards public purchasers, since they first needed to have the keys to understand the general green purchasing approach, i.e. the handbook. So this action was reported to 2005: the Helpdesk will contact Jill Michielsen again, to see what can be done in collaboration with her team. Targeted information material will also be produced (list of arguments in favour of the Flower for purchasers).



To promote the Flower towards European Commission purchasers State of the art of green purchasing at the EC level (Who are decision-makers? Already approached? Obstacles and levers?…) Get in touch with the person responsible for the implementation of EMAS within the EC (EC – Mr. Jorge Diaz Del Castillo) to inform / convince for the Flower to be included into EC purchasing greening This action will result in the definition of further actions, to be split between Helpdesk and EC

Postponed to 2005

As mentioned above, the interview with Jill Michielsen showed that 2004 is too early to implement actions towards purchasers. The interview with Mr Diaz Del Castillo confirmed what Mrs Michielsen said.

To promote the Flower towards Competent bodies purchasers Inform / lobby decision-makers in each CB organisation in order to green their own purchasing Experience sharing within CBs

Postponed to 2005

It was decided it was better to postpone this action until the release of the Handbook.



To make use of the Green Spider Network (Ministries of Environment and Environmental Agencies in MSs) Get in touch with a representative of the Network to identify how they can be involved This action will result in the definition of further actions, to be split between Helpdesk and CBs Remark: Green Spider Network contact points could be asked to disseminate information towards: • the purchasers of their own organisation • key relays in their country

Postponed to 2005

It was decided it was better to postpone this action until the release of the Handbook.

To make use of the ICLEI-Local Governments for Sustainability1 and Agenda 21 initiative2 Get in touch with persons responsible for Green purchasing and ICLEI Local Agenda 21 Campaign3 to identify possible actions (information diffusion to local web sites, participation to training sessions, to workshops, shows4…) This action will result in the definition of further actions, to be split between Helpdesk and CBs

Implemented

Christoph Erdmenger, from ICLEI, was contacted, to see if the Flower could be inserted in their actions (Eco-procura, Buy-It-Green Network). Mr Erdmenger proposed to organise specific events with the members of he BIG-Network, to present them the Flower. This idea was not followed-up for several reasons: • First, the budget requested by ICLEI for organising these

events was too big (minimum 5000 €) as it was not accounted to dedicate a specific budget for it.

• There is a need for some specific information material to be distributed for purchasers attending these conferences. As such leaflets do not exist yet, it was decided to produce some in 2005.

1 International association of local governments implementing sustainable development (www.iclei.org). 2 Agenda 21 is a comprehensive plan of action to be taken globally, nationally and locally by organisations of the United Nations System, Governments, and Major Groups in every area in

which human impacts on the environment. ICLEI has positioned itself in the growing LA21 movement -which presently counts more than 2000 communities involved- as a developer and promoter of standards for LA21 planning.

3 The mission of the Local Agenda 21 Campaign is to build a worldwide movement of local governments and associations dedicated to achieving sustainable development through participatory, multi-stakeholder sustainable development planning and the implementation of resulting LA21 action plans.

4 E.g. shows for mayors


Promotion actions planned in 2004 Status Comment To advertise online through Green Purchasing Web sites and other Green Portals Establish a list of Green Purchasing Web sites (at the EU and national levels) and other Green Portals Analyse how the Flower is presented This action will result in the definition of further actions, to be split between Helpdesk and CBs

Abandoned

This action was abandoned because it was time-consuming and not really a priority for 2004. However, a first screening showed that the Flower is presented in all the big green portals identified by the Helpdesk.

For all these targets Possible actions (to be decided once first contacts are taken with stakeholders above-mentioned): • Organisation of information meeting for purchasers (at EC

level, within CBs…) • Preparation of materials to be disseminated at EU level or at a

national level by national contact points: - Information email - Practical advice on how to include references to the Flower

into calls for tenders - Press release for existing news letters - Information kit for existing web sites

• Update of the EC Green Procurement Web Site (http://europa.eu.int/comm/environment/green_purchasing)

• Participation to meetings, workshops, shows, training sessions…

Postponed to 2005

As explained above, all actions towards public purchasers were postponed.


Promotion actions planned in 2004 Status Assessment of action efficiency

To promote the Flower towards companies having implemented an Environmental System Management Obtain (from EMAS helpdesk) the emailing lists of companies having implemented an Environmental System Management: • EMAS: at national level (e.g. through national environmental

agency) • ISO 14001: through ISO organisation Prepare and disseminate a ‘sales leaflet’ promoting green purchasing in general and the use of the Flower in particular

Implemented

Postponed to when these new

leaflets are available

The EMAS helpdesk provided the emailing list of EMAS-registered companies. Following the conversation with Mr Diaz Del Castillo, the Helpdesk suggested to send a letter to every EMAS-registered company, to suggest them greening their purchase thanks to the Flower. After discussion with the EC, this idea was abandoned, to focus on actions with more chances of success. .



To establish a close cooperation with UEAPME5 and PLMA6 Get in touch with UEAPME and PLMA: • Inventory of planned events (news letters, Web sites, shows…) • Selection of events to participate / initiatives to take part to This action will result in the definition of further actions, to be split between Helpdesk and CBs. Possible further actions: • Participation to events • Preparation of materials to be disseminated to SMEs through

UEAPME: - Information email - Press release for existing news letters - Information kit for existing web sites

Implemented

Both UEAPME (Christel Davidson) and PLMA (Jean-Pierre Bonvallet) were contacted. Activities implemented in collaboration with the PLMA: • Participation to the PLMA fair in Amsterdam on 26 May

2004: discussion with about 30 decision-makers, good contact with AISE to maintain in 2005

• Article in PLMA’s newsletter Remark: considering the products represented at PLMA, this action concerns the “Detergents” product group. Activities implemented in collaboration with UEAPME: • Article in UNIEP’s newsletter (see Paints section)

5 Union Européenne de l’Artisanat et des Petites et Moyennes Entreprises 6 Private Label Manufacturers Association



To establish a close cooperation with Eurocommerce Get in touch with Eurocommerce: • Inventory of planned events (news letters, Web sites, shows…) • Selection of events to participate / initiatives to take part to • Potential targets: non specialised retail, specialised retail, distant

sale, centralised purchasing organisations This action will result in the definition of further actions, to be split between Helpdesk and CBs. Possible further actions: • Participation to events • Preparation of materials to be disseminated to retailers through

Eurocommerce: - Information email - Press release for existing news letters - Information kit for existing web sites

• Selection of potential holders to lobby

Partly implemented

Christine Marlet (Eurocommerce) was contacted. She said retailers members of Eurocommerce are all well informed about the Flower, so there is no need to send more information. She provided a list of contacts who retail or could be interested in retailing eco-labelled products. The Helpdesk did not implement specific actions towards retailers in 2004, because the priority was to produce marketing brochures to provide them with. However, the Helpdesk was in contact with few retailers for specific actions: AEDT (textiles), Carrefour (detergents)… Actions with retailers will be launched in 2005.



To inform journalists and media For 2004, transversal actions targeting press will be undertaken at national level in the framework of the campaign planned for October 2004 First, an inventory of actions undertaken at national level in the framework of the campaign could be done (through a mini questionnaire sent to CBs) Then, an assessment of these actions could be done by CBs (with Helpdesk help if useful): • Define and implement efficiency indicators • Assess actions efficiency Action plan for 2005 will then be defined Remark: in addition to these horizontal actions, specific actions are recommended hereafter at product group level

Implemented (CBs)

The actions towards journalists and media were concentrated during the Flower Week: press release from the EC, press conferences in every participating country, etc. The Helpdesk did not work directly in these actions, but provided assistance when requested. For example several requests for statistics and logo were expressed from CBs and journalists to write their articles. The quotations from holders produced by the Helpdesk for the brochures and the news were also used in some press releases.

Promotion actions planned in 2004 Status Comment To inform through consumers organisations: BEUC7 and COFACE8 and environmental organisations: EEB9 Get in touch with a representative of each of the 3 organisations (preferably EUEB members) to identify actions already planned This action will result in the definition of further actions

Implemented

The actions of these organisations for the promotion of the Flower in 2004 were done in the framework of the Flower Week.

7 BEUC Bureau Européen des Unions de Consommateurs (the European Consumers’ Organisation) 8 COFACE Confédération des Organisations Familiales de l’Union Européenne (Confederation of Family Organisations in the European Union) 9 EEB European Environment Bureau


Promotion actions planned in 2004 Status Comment To inform youth For 2004, horizontal actions targeting youth and teachers will be undertaken at national level in the framework of the campaign planned for October 2004 First, an inventory could be done (through a mini questionnaire sent to CBs): • Establish the inventory of actions undertaken at national level in

the framework of the campaign • Identify materials developed Then an assessment of these actions could be done by CBs (with Helpdesk help if useful): • Define and implement efficiency indicators • Assess actions efficiency Action plan for 2005 will then be defined (material sharing, actions to be duplicated in other MSs…)

Implemented (CBs)

Actions towards youth and teachers were implemented by the countries participating to the Flower Week. The Helpdesk schedules to do an assessment of these actions (material produced, possibilities of sharing it, efficiency of school activities…) during the MMG meeting of 07/12/04 to define which strategy could be implemented in the future.



To create the Holders club Feasibility study of holders club creation (European or national scale? Language obstacle? Forum space on Eco-label web site? Events (award…)? Budget? …) Recommendations will be made for creation in 2005

Abandoned

It appeared the creation of a Holders club may not be the best tool to develop holders’ loyalty towards the Flower. Indeed, the most common reason why holders do not renew their Eco-label license is the lack of return on investment. So it seems the best way to “keep” holders is to help them increase their market share, i.e. to implement actions to raise awareness of the Flower amongst consumers.


To find sponsors Selected organisations could be contacted to identify sponsoring possibilities, for instance in the framework of the Green Week in Europe (organisations with a sustainable development policy will be preferred): • Mail companies (idea: to have stamps printed with the Flower) • Major air transport companies (idea: to have the Flower on

carts) • Public transport companies in European capitals (idea: to have

the Flower on buses, in subway stations) • ID picture cabins, e.g. Photomaton in France (idea: to have the

Flower on the back of the ID picture) Helpdesk could intervene first to test this idea and assess the results which could be expected from this action. If promising, helpdesk could prepare useful material and CBs could then expand at the national level.

Abandoned

The Helpdesk tested this idea with the RATP (public transport company in Paris) and Air France. As the results were not encouraging, the idea was not further explored. With the experience gained during 2004 activities, it appears that the average low level of recognition of the logo amongst consumers makes the Flower not very attractive for sponsors. It may be better to concentrate activities on consumers first before contacting sponsors again.



EUEB internal organisation • Diagnosis on how information about promotion actions / tools are

shared between MSs • Definition of needs to improve information sharing Action plan for 2005 will then be elaborated First ideas: • Internet platform for CBs to share information / materials • Common database

Implemented

The Helpdesk was able to observe how information was disseminated between the members of the MMG. It seems that the main way to share information between CBs is during the discussions of the MMG meetings. The Helpdesk also plays a role with the production of the web site news and the newsletter (although not specifically targeted to CBs). There is a need to centralise at the EU level information about promotion actions and material produced by stakeholders, in order to improve their dissemination and to find synergies. A first step could be to try to increase the participation of the members of the MMG to the meetings and to discuss the possibilities of having a clearly defined person “officially” gathering all the marketing initiatives implemented by CBs.

Unscheduled Promotion Actions implemented in 2004 Comment Targeting public and private purchasers • Article for the Parliament Magazine

The Helpdesk had the occasion to write an article for the issue 188, which was a “special environment” issue, with an enlarged diffusion. It was a good way to inform European institutional stakeholders with a reasonable budget.


1.3. ACTIONS SPECIFIC TO PRODUCT GROUPS

Promotion actions planned in 2004 Status Comment To have retailers asking for eco-labelled products (e.g. for their private labels) Identify retailers motivated to have eco-labelled products in their assortments Accompany them in order to build success stories and communicate

Partly implemented

Eurocommerce provided the Helpdesk with a list of retailers possibly interested in the Flower. As explained above, the priority for 2004 was to produce informational material targeted to retailers and producers, so specific actions towards retailers will be implemented in 2005.

To find new potential holders State of the art of current commercial actions by CBs Carry out a preliminary research to see how new potential holders could be identified (with UEAPME and PLMA help or through specific work to make an inventory of SMEs per product group per country…) This action will result in the definition of further actions, to be split between Helpdesk and CBs

Implemented (with another

strategy)

The research of potential holders was done through the participation to fairs (see below).



Paints Product Group To promote eco-labelled paints towards architects and public owners (prescription) Carry out a preliminary research to identify: • Professional organisations • Web sites • Specialised press • HQE buildings (Haute Qualité Environnementale) Possible actions (to be decided once preliminary research is carried out): • Materials dissemination (‘sales leaflet’, text to be included in call

for tenders, press release…) • Participation to meetings, workshops, shows, training

sessions…

Implemented

The following actions for the “Paints” product group were implemented: • Diagnosis on existing marketing activities • Architect awareness increase: Article in the newsletter of

ACE (Architect’s Council of Europe) • Collaboration with the Architecture Centre Network for

the promotion of the Flower at a conference • Information to SMEs users of paints and varnishes: Article in the newsletter of UNIEP (International Union of Professional Users of Paints)



Textile Product Group Diagnosis on existing marketing activities Cooperation with the EUROPEAN SERVICE PASS

• Link to the Eco-label web site on European Service Pass homepage (www.europeanservicepass.com) • Article in AEDT (European Association of National Organisations of Textile Retailers) newsletter “This Week in Brussels”

Fairs: • Visit to the women ready-to-wear Prêt-A-Porter show

Preparation of the participation to the international HeimTextil trade fair (Berlin, De) in January 2005 (for home textiles)

Contact with European Partners for the Environment (eco-textiles)

These activities are described in the Quaterly reports.

Footwear Product Group Diagnosis on existing marketing activities Cooperation with INESCOP, in charge of the promotion of

eco-labelled footwear, in the framework of the LIFE project “Promotion of the European Eco-label for footwear (ECOFOOT)"


Tourist Accommodation Product Group Diagnosis on existing marketing activities Visit to the tourism fair « Envie de partir » Establishment of a collaboration with AFNOR in order to start

a cooperation in 2005


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