new green guide for marketing - build it green

New Green Guide for Marketing

Build It Green WebinarApril 25, 2012

Maureen Ladley, Ladley & AssociatesCGBP, LEED AP

(Not

So)

Maureen Ladley

LEED AP, CGBPMember - Build It Green

(510) [email protected]

LadleyandAssociates.com

Question & Answer

Please type your questions into the chat box and we will read them for Maureen to answer


Green Guides…

• Federal Trade Commission (FTC) – “Protecting America’s Consumers”

• Since 1992, updated 2010• Green Guides help avoid “making false or

misleading green claims….”• Impact: Environmental Seals of Approval,

environmental claims


New…in 1992


• FTC introduces “Green Guides”

• Bill Clinton becomes US President

• Hurricane Andrew hits South Florida

• First McDonald’s opens in Beijing

• Gas is $1.05 a gallon

• Average income is $30,030

• Average cost of a new house is $122,500

Revised in 2010


• FTC updates “Green Guides”

• BP Deepwater Horizon oil spill disaster

• Magnitude 7 earthquake hits Haiti

• Apple releases the iPad

• Gas is $2.73 a gallon

• Average income is $46,326

• Average cost of a new house is $232,880

http://en.wikipedia.org/wiki/File:Haiti_Earthquake_building_damage.jpg

http://en.wikipedia.org/wiki/File:Deepwater_Horizon_offshore_drilling_unit_on_fire_2010.jpg

http://en.wikipedia.org/wiki/File:1stGen-iPad-HomeScreen.jpg

Potential Implications, Impacts

• Get it right at start - save time and money• Avoid misrepresentation• Create clear customer/client understanding• Alert to product and service labels• Spread the word to partners, suppliers


Note: This presentation is marketing advice, not legal advice – when in doubt, get legal counsel!

Green Guides

Categories:

1. General Principals

2. Environmental Marketing Claims


General Principals

Addresses environmental marketing claims:1. Qualifications and disclosures2. Distinction between benefit of product,

package or service3. Overstatement of environmental attribute4. Comparative claims


Checklist – General PrincipalsIs qualification or disclosure: Sufficiently clear, with clarity of language? Prominent, with relative type size and proximity to claim being qualified? Understandable to prevent deception? Contrary claims not also present? Is distinction between benefits of product, package and service clearly for: Product, or Package, or Service, or Component of one? Does marketing claim overstate the environmental attribute or benefit, expressly or by

implication? Are environmental benefits significant, or negligible?

Is a “comparative” statement present, and if so: Is the basis for comparison sufficiently clear to avoid consumer deception? Can the advertiser substantiate the comparison?


Distinction?


If the box said “Recyclable” is that sufficient?

Would it be clear whether it was the box, the foil or some other component?

Overstatement?


Does is paragraph “qualify” the claim? Is it going anywhere other than the landfill? Does this overstate the claim?

Environmental Marketing Claims

• General environmental benefit claim• Degradable/biodegradable/photodegradable• Compostable• Recyclable• Recycled content• Source reduction • Refillable• Ozone safe and ozone friendly


Checklist – Env. Marketing ClaimsDoes the product, package or service offer: A general environmental benefit (directly or implied)? A broad claim (e.g. Eco-Safe, Environmentally Friendly, essentially non-toxic)? A qualifier for the claim? Is degradability/biodegradability/photodegradability claimed? Is the claim qualified, substantiated by scientific evidence? Will it decompose within a reasonably short period of time, as customarily disposed? Is rate and extent of decomposition clear?

Does product or package make a compostable claim? Is claim substantiated by scientific evidence that all the materials will break down into usable

compost, in a safe and timely manner? Will it safely break down in a home composting device? Does the claim mislead about the benefits if product is disposed of in a landfill? Is a municipal or institutional composting facility available in the area the product is sold?


Checklist – Env. Marketing ClaimsIs product or packaging recyclable? Can it be collected, separated or otherwise recovered from the solid waste stream for re-use,

though an established recycling program? Are there non-recyclable components to the product or package? Are the recyclable and non-recyclable clearly qualified? Are collection sites for recycling the material available to a substantial majority of area

consumers?

Does product or packaging claim recycled content? Have materials been recovered or otherwise diverted from the solid waste stream? During the manufacturing process (pre-consumer) or after consumer use (post-consumer)? If using pre-consumer material, is there substantiation for concluding that the material would

otherwise have entered the solid waste stream? Are distinctions made between pre-consumer and post-consumer materials, substantiated? If partially made of recycled material, is amount qualified by weight, of recycled content in the

finished product or package? If using recycled components (or used, reconditioned or remanufactured), is the claim

adequately qualified?


Checklist – Env. Marketing ClaimsIs a source reduction claim made? Has the product or package been reduced or is lower in weight, volume or toxicity? Have source reduction claims been qualified? Is a refillable package claim made? Is a refillable system provided for, such as collection and return of package for refilling? Is a later refill of the package by consumers with a product sold in another package? Are the refills sold in the same area as the refillable package? Does the package have an unqualified assumption that it’s up to the consumer to find new

ways to fill the package? Is a claim of ozone safe or ozone friendly made? Is claim substantiated?


Qualified?


Sustainability Benefits:•Contains more than 99% natural ingredients*•Certified to include a minimum of 58% total recycled content **•Formaldehyde free

*Unfaced insulation made with a minimum of 99 percent by weight natural materials consisting of minerals and plant-based compounds.**Certified by Scientific Certifications Systems to have a minimum of 58 percent recycled glass content with at least 36 percent post-consumer recycled and the balance pre-consumer recycled glass content.

Source: Owens Corning website

Qualified?


Source: New Tech Website

New Tech Shingles

100% Recycled PEP Resins with additives, coloring, and UV Inhibitors

Qualified?


Source: BuyLEEDLumber.com, EcoStud.com

We are proudly stocking and distributing Superior Polymer’s EcoStud Product line. This distribution agreement includes 1″ to 3″ Z Furring Channel, Flanged Furring Channel as well as their revolutionary Clip and Go Track and Stud. Recycled plastic studs allow for builders to easily and cheaply meet the new energy codes coming to a city and state near you. By using plastic instead of Metal or Wood Studs and Furring Channel can be installed directly against Concrete Walls without the need of adding additional Foam to create a Thermal Break. Plastic is not a conductor so you do not compromise the thermal performance of the wall system using EcoStud. Another great feature is it will not rust or grow mold and mildew so for basement applications where water can be an issue this product is the one that will last forever.

100% Recycled EcoStud

EcoStud products are manufactured with 100% recycled plastic.

Qualified?


Third Party Endorsement/Rating


More Information

• Federal Trade Commission:www.ftc.gov

• FTC Part 260: www.ftc.gov/bcp/grnrule/guides980427.htm


Question & Answer

Please type your questions into the chat box and we will read them for Maureen to answer


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