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Eco Working Group November 2008 www.outdoorindustry.org 2008 ECO Working Group Update Agenda • OIA Overview • Eco Working Group – The Green Landscape – Problem to Be Solved – Member Overview – Group History – Work Product to Date – Framework and Relevance – Next Steps of Eco Index – Q&A www.outdoorindustry.org 2008 ECO Working Group Update Outdoor Industry Association • Mission: To ensure the growth and success of the outdoor industry • Founded in 1989 • Premier trade association for active outdoor recreation • Represents over 4000 manufacturers, distributors, suppliers, sales representatives and retailers in the outdoor industry • Govt. Affairs, Research, Education, Best Business Practices, Standards,Youth Outreach, www.outdoorindustry.org 2008 ECO Working Group Update The ―Green Landscape‖ • Dozens of eco labels introduced – all with varying degrees of criteria • Applications to the US Patent Office with the word "green" in it more than doubled from 2006 to 2007, from 1,100 to 2,400 • Consumers have become increasingly wary, of ‗green‘ products – ―Green Fatigue‖ has set in for some. www.outdoorindustry.org 2008 ECO Working Group Update The ―Green Landscape‖ • The mass media is driving product environmental safety agenda The US government is responding… – FTC ―Green‖ regulations being revised one year earlier than planned – Consumer Product Safety Improvement Act – dramatic reaction to public opinion www.outdoorindustry.org 2008 ECO Working Group Update The ―Green Landscape‖ • Evidence suggests consumers believe the outdoor industry is already ―green‖ – The Green Halo Effect • Greenwashing2 1. Hidden Trade-off 2. No proof 3. Vagueness 4. Irrelevance 5. Lesser of Two Evils 6. Fibbing 2 Source: TerraChoice Environmental Marketing Study www.outdoorindustry.org 2008 ECO Working Group Update The ―Green Landscape‖ • What Does Sustainability Mean to Consumers? – Just over 54% of consumers claim familiarity with the term and most cannot define it upon probing. – Consumers resonate with the values associated with sustainability, not with the term itself 1 Source: The Hartman Group 2007 www.outdoorindustry.org 2008 ECO Working Group Update The Problem Defined… We lack of a common, comprehensive, cross industry way to compare products from an environmentally considered perspective. As a result… • Specific claims on a product‘s relative ―greenness‖—whether real or hype— is less effective and too often not effective for it lacks context with best practices. • Consumers are confused and becoming increasingly skeptical • We are not making significant enough progress on reducing our product‘s environmental footprint www.outdoorindustry.org 2008 ECO Working Group Update Member Overview 125 Registered members on site/ 109 Individual Businesses – 65% Supplier & Manufacturer • 19% Supplier • 15% Manufacturer- Apparel • 14% Manufacturer- Equipment • 10% Manufacturer- Footwear • 6% Manufacturer- Apparel, equipment – 8% Retailers & Reps • 5% Retailer-large format • 2% Retailers- small format • 2% Rep – 27% Other • 11% Consultants • 7% Media • 6% CSR Consultants • 2% Government and NGOs • 1% Trade Association www.outdoorindustry.org 2008 ECO Working Group Update Member Overview • 40 Voting Members – 25% Supplier – 15% Manufacturer- Apparel – 15% Manufacturer- Apparel & Equipment – 15% Manufacturer- Equipment – 15% Manufacturer- Footwear – 10% Rep (1) or Other – 5% Retailer-large format 3M, Backpacker Magazine, Big Agnes, Black Diamond Equipment, Brooks Sports, Cascade Designs Inc, Chaco, Inc./ULU Boots, Cocona, Dupont Sorona, Egan & Associates LLC, ExOfficio, Golite, Invista/Cordura, Keen, Inc., Levi Strauss & Co., Polartec, Marmot, Merrell Footwear / Wolverine, Mountain Equipment Co-op (MEC), Mountain Hardwear, Inc., Nau, New Balance Athletic Shoe, Inc., Nikwax North America, Outdoor Research, Pacific Market International/Stanley, Pacific Outdoor Equipment, Patagonia, Inc., Concurrent Product Dev, Petzl, praNa, Primaloft/Albany International, REI, Sierra Designs, Sierra Magazine, Teko Socks, The North Face, The Timberland Co., Verde PR & Consulting, W. L. Gore, YKK www.outdoorindustry.org 2008 ECO Working Group Update EWG Governance • Executive Committee – 6 Eco Group Voting Members – Make process and planning decisions • OIA Staff & Board representative – Connect to the trade organization • Convening Nonprofit – Zero Waste Alliance – Process consistency, project management, stakeholder engagement • Government – US EPA – A local and federal perspective… on the EC • Advisors and Stakeholders – NGOs, Academia, other • Task Force Groups – Formed for finite period and deliverables – Any member can participate www.outdoorindustry.org 2008 ECO Working Group Update OIA Role OIA facilitates the development, housing and communication of voluntary standards and best practices specific to the outdoor industry by: • Providing financial support • Assisting in outside funder and grant recruitment • Producing, distributing and communicating all open source work product (standards • Facilitating all working group documents, toolkits, guidelines, etc) to communications to industry and other industry stakeholders • Managing members, participation fees and • Provide liaison to media and public relations renewal process support • Managing and distributing all funds on • Helping maintain website behalf of the working groups • Providing event logistics, planning and • Managing and maintaining member and support, RSVPs and communications communications databases • Providing conference call support • Managing all contractors and contracts on behalf of group • Providing legal advisement • Managing and developing collaborative • Legislative support & monitoring relationships with other associations www.outdoorindustry.org 2008 ECO Working Group Update History & Work Product to Date www.outdoorindustry.org 2008 ECO Working Group Update Vision and Mission Vision We believe in a world where we live, recreate and do business in harmony with our land, air, water and communities. We are committed to finding solutions that will lead to positive and measurable societal change, significantly improve our environmental footprint and protect our valuable earth for future generations. Mission The Eco Working Group will take a leadership role to develop environmental impact evaluation tools, programs, education and communication to stakeholders and consumers that will direct product life cycle and informed purchasing decisions. www.outdoorindustry.org 2008 ECO Working Group Update Collaborative Web Site www.oia-eco.org user: visitor password: visitor www.outdoorindustry.org 2008 ECO Working Group Update Label or Index? Label Index • Consumer Facing • Design Focused • Designates the attainment of a • Serves as a toolkit for measuring certain threshold or level of and reducing impact performance • Should contain right mix of • Must have a solid set of criteria science and values to balance and certification scheme to be scorecarding credible • Examples: • Examples – Nike Considered – Oeko Tex – Timberland Green Index – GOTS – EPEAT – Bluesign – Energy Star 79% Affirmative www.outdoorindustry.org 2008 ECO Working Group Update Developing the ―Framework‖ • Framework is the road map for developing the index – Provides context for what matters to be measured – a snapshot of where you are, how are you doing, and where can you improve • Task force convened – Greg Scott – MEC – Jill Dumain – Patagonia – Vanessa Margolis – Nike – Pete Girard - Timberland – Eric Brody –Nau • Multiple iterations of the model to arrive at current version, 2.5.1 – Not yet ―final‖, may still evolve, but close – Provides backbone for a ―tool-kit to measure and improve – Great step forward for that ―common language‖ www.outdoorindustry.org 2008 ECO Working Group Update v2.5.1 – The Eco Index Framework www.outdoorindustry.org 2008 ECO Working Group Update v2.5.1 – The Eco Index Framework The impacts of a Impacts causing Excess by-products Chemical impacts Chemical impacts Impacts related to an Related to the negative f rom product creation of habitat and the to humans related to the overall increased land use signif icant reduction in area related impacts of climate change intensity on with no available clean water. immediate use ecosystem with the species that it (directly or indirectly), due to increased GHG biodiversity (i.e. crop with (i.e. materials cut- supports. Species the def ined def ined hazard and emissions (Measured in Kg rotation versus no waste). hazard and risk of risk of exposure. reduction leading to of CO2 equivalents). Tied to crop rotation). monoculture. exposure. energy consumption. www.outdoorindustry.org 2008 ECO Working Group Update v2.5.1 – The Eco Index Framework www.outdoorindustry.org 2008 ECO Working Group Update v2.5.1 – The Eco Index Framework www.outdoorindustry.org 2008 ECO Working Group Update v2.5.1 – The Eco Index Framework Packaging Movement of requirements f or materials and product movement of within the supply materials and chain bef ore shipping products within the to brands. supply chain. The true origin; f rom raw Turning theThe last stage of mining, drilling or material preparation material into a The process of turning contains care and f arming. The impact of The packaging and useable resource… the bef ore assembly/ materials into From ex-f actory to the f eeding including acquiring the rough collateral that makes it Ultimate end of lif e … e.g. yarns/textiles; manuf acture. Can actual products consumer‘s hands laundering, as well as f eedstock to the consumer‘s re-use, recycle or range f rom metals or composites things such general service-ability hands. landf ill? as dyeing-f inishing to heat treating or annodization www.outdoorindustry.org 2008 ECO Working Group Update v2.5.1 – The Eco Index Framework www.outdoorindustry.org 2008 ECO Working Group Update Packaging as Pilot Test Case www.outdoorindustry.org 2008 ECO Working Group Update Desired Outcomes 1. Set of Guidelines/Best Management Practices – Qualitative – Broad-based – Educational – Provides a foundation for future work 2. Metrics – Identification of high priority areas – Agreement on methodologies for calculating metrics – Could use existing metrics/tools – Could be used to manage supply chain 3. Design & Performance Scorecard – Create common language – Product development aide www.outdoorindustry.org 2008 ECO Working Group Update Next Steps www.outdoorindustry.org 2008 ECO Working Group Update How to Get Involved • View our work at www.oia-eco.org – Username: visitor – Password: visitor – Join the discussion- get personal username • Volunteer for a subcommittee • Become a voting member www.outdoorindustry.org 2008 ECO Working Group Update Q&A www.outdoorindustry.org 2008 ECO Working Group Update Thank You Ann Obenchain Vice President, Member Services & Marketing Outdoor Industry Association email@example.com 303-327-3514 www.outdoorindustry.org
"Slide 1 - American Apparel and Footwear Association"