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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
      aobenchain@outdoorindustry.org
                303-327-3514




               www.outdoorindustry.org

				
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