The Rise of Green Marketing
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The document discusses the need for a transition to a low carbon future given projections of increased global population, energy demand, and carbon emissions by 2025 if business continues as usual. It also examines strategies for companies to reduce their carbon footprints, such as assessing emissions, creating carbon strategies, pursuing carbon trading, switching to alternative energies and low carbon products/services. Finally, the document outlines practical steps for companies to leverage carbon credits and green marketing while avoiding greenwashing.
The Rise of Green Marketing
- 1. The Carbon Operations Company A Low Carbon Future: The Rise of Green Marketing
- 2. CLIMECO The Carbon Operations Company • Full service, turn-key carbon development and advisory firm • CDM and US expertise • Strategy Development • Outsourced Operations • Integrated Approach • Managed over 600 emission reduction sites and dozens of industrial gas mitigation projects • Unique approach combining carbon expertise with engineering, technologies, operations, and finance
- 3. CLIMECO The Carbon Operations Company The Challenge
- 4. • 7.9 Billion people (20% > 2009) • 30 Trillion Kwh electricity (59% > 2009) • 21 Billion barrels of oil for transport alone (33% > 2009) • 85 Billion tons of C02e (54% over 2008) CLIMECO The Carbon Operations Company Business As Usual By 2025
- 5. CLIMECO The Carbon Operations Company The Carbon Revolution This needs to happen three times faster than the industrial revolution’s rise of productivity Reducing emission’s while maintaining growth implies carbon productivity must increase tenfold (McKinsey)
- 6. • Provide certainty • Ensure predictable increase in energy price • No incentive to reduce emissions • Difficult to calibrate • Global harmonization? • Utilization of tax revenues? • Provides incentive for a specific environmental outcome • Ensures lowest-cost emission reduction • Prices self-adjust • Balances compliance and policy flexibility • Linkages can lead to global systems • Provides opportunities for private sector CLIMECO The Carbon Operations Company Lowering Carbon Emissions The Tax or Trade Debate Cap-and-TradeTaxes
- 7. CLIMECO The Carbon Operations Company The Changing Role of “Green” in the Enterprise
- 8. CLIMECO The Carbon Operations Company Assessment Action Transformation From CSR to the C-Suite
- 9. CLIMECO The Carbon Operations Company Assessment Action Transformation • Understand climate change • Measure carbon exposure • Assess Footprint • Company wide • At product level • Realize impact on Company’s Bankers and Wall Street • Create a Carbon Strategy • Start Voluntary reporting • Competitive dynamics
- 10. CLIMECO The Carbon Operations Company Assessment Action Transformation • Understand climate change • Measure carbon exposure • Assess Footprint • Company wide • At product level • Realize impact on Company’s Bankers and Wall Street • Create a Carbon Strategy • Start Voluntary reporting • Competitive dynamics • Issue Corporate carbon commitment • Establish ring-fenced budgets • Learn how to participate in carbon trading • Reduce footprint • Involve supply chain • Ensure compliance with cap • Influence policy development
- 11. CLIMECO The Carbon Operations Company Assessment Action Transformation • Understand climate change • Measure carbon exposure • Assess Footprint • Company wide • At product level • Realize impact on Company’s Bankers and Wall Street • Create a Carbon Strategy • Start Voluntary reporting • Competitive dynamics • Issue Corporate carbon commitment • Establish ring-fenced budgets • Learn how to participate in carbon trading • Reduce footprint • Involve supply chain • Ensure compliance with cap • Influence policy development • Switch from offsetting to process and technology changes • Move to Alternative energies • Pursue Game-changing ideas (PBP) • Explore Opportunities in low carbon products and services
- 12. • $ 4 trillion Dollar opportunity • EU estimates funding needed at around $220 billion a year • 2009: Lack of liquidity, investor fears • Kick start from stimulus funds • Yet, most of the funding will need to come from the private sector • Energy efficiency already provides highest impact and ROI The Carbon Operations CompanyThe Carbon Operations Company CLIMECO The Carbon Operations Company Financial Crunch: Crisis or Opportunity? Ewing Bemiss & Co.
- 13. • Growing Consumer Awareness • Environmental Attributes become part of competitive positioning • Expectations for “green” growth lead companies to: • Modify their product portfolio • Scrutinize their processes and supply chains CLIMECO The Carbon Operations Company The “Green Imperative”
- 14. (*) Source: Lipincott Mercer, Consumer Brands and Climate Change study CLIMECO The Carbon Operations Company
- 15. • Be genuine and congruent • Avoid backlash from “Green washing” • Establish credentials • Be aware of FTC guidelines • Integrate into business strategy and company culture • Communicate the benefits • Company’s activities • So what? • Provide opportunities to participate • Develop targeted communications for specific segments • Awards programs CLIMECO The Carbon Operations Company Practical Steps
- 16. • Establish the baseline • Reduce the footprint • Energy savings • Use high quality offsets from reliable sources to make events, venues and companies “carbon- neutral” • Assess, validate, and implement qualifying emission reduction programs which will eliminate the greenhouse gases and Generate addition revenue for improved ROI and faster payback • Start now, beware of long lead times CLIMECO The Carbon Operations Company Leveraging Carbon Credits
- 17. CLIMECO The Carbon Operations Company Assessment Action Transformation Making the Low Carbon Future a Reality “If you’re not at the table, you’re on the menu”
- 18. CLIMECO The Carbon Operations Company Yuda Saydun ClimeCo Corporation Tel: 305-299-1188 [email protected]
Editor's Notes
- #13: Vinod Khosla; Keep the faith!