The Triple Bottom Line of “Green”

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					The Triple Bottom Line of “Green”
Mike Kapalko
Sustainability Marketing Manager
SCA Tissue North America
           Tork “Green” Business Survey
• September 2009 online survey
• 1071 men and women, 18+
• Own or manage a business or make purchasing
  decisions for:
  –   industrial facilities
  –   restaurants
  –   hospitals
  –   schools
         Some “unsurprising” results
• 97% recognize corporate
  green practices impact the
  environment
• 83% consider environmental
  impact
• 78% purchase green products
          Fully embraced by business
• 70% believe the role the environment in their
  industry will increase to some level
• 65% claim “average understanding” of issues,
  concerns, impacts
• 20% report “very strong” understanding
• 71% feel sustainable or recycled products have
  the greatest impact
                  Motivating factors
• Why do you purchase green products?
  –   88% because I care
  –   36% to appeal to green consumers
  –   34% better ROI
  –   28% to keep up with competition
• Financial impacts to bottom line?
  – 64% no change
  – 22% increased revenue
         What about the general public?
• Extensive consumer behavior and thought
  research using Harris Interactive Polls conducted
  –   Hygiene survey
  –   H1N1 survey
  –   “Green” consumer habits survey
  –   Restroom survey
              “Green” purchases over last year
       less   never
        8%     7%




same                         more
 29%                         56%



                      BUSINESS versus CONSUMERS
                                           less   never
                                            6%     27%




                                    same
                                                    more
                                     48%
                                                    19%
            How business relays “green”
• 59% DON’T publicize         • Of the 73% of consumers
  green efforts                 buying green, best way to
• For the 41% that do…          be told…
   –   62% website               –   27% unsure
   –   54% employee network      –   22% shelf/menu notes
   –   41% in-store signage      –   21% signage or fliers
   –   39% social media          –   12% displaying awards
   –   27% press releases        –   9% website
            How business relays “green”
• 59% DON’T publicize         • Of the 73% of consumers
  green efforts                 buying green, best way to
• For the 41% that do…          be told…
   –   62% website               –   27% unsure
   –   54% employee network      –   22% shelf/menu notes
   –   41% in-store signage      –   21% signage or fliers
   –   39% social media          –   12% displaying awards
   –   27% press releases        –   9% website
       But is it con”green”ience?
                       Would you choose a “green”
       same
        14%            or “not green” restaurant
                       based on wait time?

less          more
47%           39%

                              not green
                                 9%



                     green                          either
                      43%                            48%
This is not greening your life
            Greenwashing a problem
• The bandwagon has left confusion in its wake
• 63% of businesses feel “green” products are
  to some extent, but claims are inflated
               Confusion is common
• 46% of businesses felt a certification would be
  beneficial, 28% weren’t sure
• 79% of businesses weren’t sure which
  certification was most respected in their industry
• 31% of the general public weren’t sure how to
  validate a green claim
• Reinforces the value of having reputable
  certifications that are most often requested and
  recognized
             Sustainability is holistic
• Clearly “green” is a driver and
  being adopted as a personal
  value
• A sustainable business must be
  holistic
• Triple bottom line approach
• Interwoven in approach and
  results
        Bad bathrooms = bad business
• 88% believe that washroom cleanliness reflects
  the hygiene throughout the business
• 29% would never return
• 50% would tell friends and family about a
  negative experience
• 46% would avoid an establishment based on bad
  word-of-mouth about restrooms
Where would you eat?
Where would you eat?
          Health, Hygiene, and H1N1
• Due to H1N1, a renewed focus on hygiene
• 44% of people most concerned about risks of
  away-from-home restrooms
• 54% of people prefer paper towels for drying
• 94% report they always wash hands after using
  the washroom
But what about “others”?
More risk than you know

                     Good
                     16%




         +
              Bad
              84%
         Disconnect of words & actions
• 70% of adults are concerned about getting it
• 74% think it is unlikely they will get it
• 73% of businesses say it will not affect them
• Both businesses and consumers agree
  handwashing is best preventative measure
• 38% won’t wash their hands more often
• 48% will not get either flu shot available
• CDC estimates 40% of people will get it
            Sick is not good business
• Absenteeism costs businesses $660 per
  employee each year
• Absenteeism is built into staffing
• Studies show 20% - 50% reduction in
  absenteeism with a hand hygiene
  program
• Also impacts health care costs for
  companies
Top 10 issues in washrooms
A different thought approach
Shifting customer values
           What’s the (triple) bottom line?
•   Green is here to stay, values are evolving
•   People demand more than silos
•   Words and actions still disconnected
•   Confusion is being confronted
•   Focus on people and planet will lead to
    prosperity
    – consumer/employee retention
    – reduced costs, increased ROI
                  About the TGHC
• created to assist in providing sustainable and
  hygienic away from home washrooms
• top professionals and academic authorities on
  green building, corporate sustainability, hygiene
  and germ prevention
• independent feedback, advice, provide industry
  insight and expertise
David Gottfried
Managing Director, Regenerative Ventures
Founder, USGBC
The New World of Green
We need new models
             Continuous Improvement
1.   Limiting the Damage
2.   Neutral
3.   Restoration
4.   Regeneration
Biomimicry
                   Scores are tallied for
                   different aspects of
                   energy and environmental
                   performance in
LEADERSHIP in      appropriate categories
ENERGY and         including:

ENVIRONMENTAL      1. Site Planning
DESIGN             2. Water Efficiency
                   3. Energy Performance
                   4. Material & Resource Use
A leading-edge
system for
                   5. Indoor Environmental
certifying            Quality
the greenest       6. Innovation &
performing            Design Process
buildings in the
world
                                           new
                              LEED-NC
 CATEGORIES OF LEED RATINGS
                                           construction

                                                   existing
                              LEED-EB              buildings

                                          commercial
                              LEED-CI     interiors
FUTURE PROGRAMS




                                          core &
                              LEED-CS     shell



                              LEED-HOMES
                                                               • Healthcare
                                           neighborhood        • Laboratories
                              LEED-ND      development         • Schools
                                                               • Retail
                                                               • Multi-building
                                     application
                              LEED   guides
                                                                 Campuses
                                                               • Multi-family
                                                                 Residential
Green Professionals
                 One Bryant, NYC
• Bank of America NY HQ
• 2 million s.f., 54 stories
• LEED Platinum
   – Rainwater capture
   – Incredible daylight
   – Recycled content
   – On-site gas plant
       • 70% of energy supply
   – Ice storage
   – Waterless urinals
CH2, City of Melbourne




                         42
Green Homes
                 Adobe Green Retrofits
•   Lighting – 61% ROI
•   Load management – 304% ROI
•   Equipment retrofits – 61%
•   Monitoring & controls – 42%
•   Water management – 22%
•   Waste management - Immediate
•   Recycled content purchases - Immediate
•   Green Building certification costs
                  CoStar Group Study
•   Study = 1300 buildings (351 million s.f.)
•   Rents > $11.24 p.s.f.
•   Occupancy > 3.8%
•   Sales price > $171 p.s.f. (LEED)
•   Sales price > $61 p.s.f. (En. Star)
•   LEED buildings (NBI Study)
    – 25% – 30% > Energy Efficiency
    – Gold/Platinum = 50% better Efficiency
WORLD GREEN BUILDING COUNCIL
Greening of Government
Green Companies
                    Green Products
•   Food
•   Building industry
•   Cleaning
•   Clothing
•   Toys
•   Supplies
•   Light bulbs
•   Travel
Green Product Rating Systems
                     Cleantech
•   Solar
•   Wind
•   Biofuels
•   Batteries
•   Green Building
•   Water
•   Waste
•   Smart Meters
Khosla
Ventures           Sequestration
                       Tools
Renewable               EPC

Portfolio

                                            Solar
                                 Tools              Wind
                                                    Geothermal
                      Water
        PVC                                                Natural
    Plasticizers                       Coal                 Gas
   Polyurethane     Plastics
                               Materials       Electrical                         Lighting
   Polyethylene                                Efficiency
       Glass        Building       Efficiency                                     Batteries
                    Materials
      Cement                       Oil       Mechanical                            Motors
                           Corn/                        Efficiency
                        Sugar Fuels
                                               Future
                               Cellulosic       Fuels

                                                                           Homes
                                                                          Engines
                                                                         Appliances
                                                                           Pumps

                    Cellulosic                            Butanol
                     Ethanol                           Cellul. Diesel
                                                      Cellul. Gasoline
                                                      Cellul. Jet Fuel
                  Green Transportation
•   Walkability
•   Biking
•   Car-share
•   Public transit
•   Green cars
•   Cash for clunkers
Green Jobs
Green Life
Thank you!
Questions?
For more information
 visit our website at
 www.torkusa.com
or call 866-SCA-TORK

				
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