greenwashing - what's next?

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© 2009 the mcmilker group, llc Greenwashing What To Do What Not To What’s Next The Eco Investment Club San Diego July 28, 2009

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Greenwashing- what to do; what not to do and what's next!

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Page 1: Greenwashing - What's Next?

© 2009 the mcmilker group, llc

Greenwashing

What To DoWhat Not ToWhat’s Next

The Eco Investment Club San Diego July 28, 2009

Page 2: Greenwashing - What's Next?

© 2009 the mcmilker group, llc

The Seven Sins of Greenwashing

• Sin of Hidden Trade-off (Paper)• Sin of No Proof ( % Post Consumer Waste)• Sin of Vagueness (Natural)• Sin of Worshipping False Labels (Carpets) • Sin of Irrelevance (CFCs)• Sin Of Lesser of Two Evils (Organic Cigs))• Sin of Fibbing

Page 3: Greenwashing - What's Next?

© 2009 the mcmilker group, llc

Where do we go from here?

• Companies need to understand and work with their stakeholders on sustainability

• Customers• Vendors• Consumers• Press• Advocates• Government

Page 4: Greenwashing - What's Next?

© 2009 the mcmilker group, llc

Don’t Say Your Green – Say You’re Trying

Page 5: Greenwashing - What's Next?

© 2009 the mcmilker group, llc

Watch out for Loaded words – Natural etc.

Page 6: Greenwashing - What's Next?

© 2009 the mcmilker group, llc

Don’t Reach

Page 7: Greenwashing - What's Next?

© 2009 the mcmilker group, llc

Green Your Partners

Page 8: Greenwashing - What's Next?

© 2009 the mcmilker group, llc

Embrace Advocates

Page 9: Greenwashing - What's Next?

© 2009 the mcmilker group, llc

Manage Your Image through Social Media

Page 10: Greenwashing - What's Next?

© 2009 the mcmilker group, llc

The “Dos” of Greenwashing

• Don’t Say Your Green – Say You’re Trying

• Watch out for Loaded words – Natural etc.

• Don’t Reach• Green Your Partners • Embrace Advocates• Manage Your Image through Social

Media

Page 11: Greenwashing - What's Next?

© 2009 the mcmilker group, llc

Case Study

Page 12: Greenwashing - What's Next?

© 2009 the mcmilker group, llc

Case study

Page 13: Greenwashing - What's Next?

© 2009 the mcmilker group, llc

Thank You

@mcmilker

themcmilkergroup.com