1、This presentation is a preview of the Future of Green Business Strategy, a research report by futurethink. The full report can be downloaded at getfuturethinkThe Future of Green Business StrategyThe Four Trends Well Explore:1 | Certifiably Green Green standards and certifications will change the com

2、petitive landscape of industries and the players within them. 2 | The Greenest LinkIts not just about what you make anymorebut about how (and where) you make it. 3 | The Green Seeds of InnovationThe desire to go Green forces companies to reinvent products, services, and business models in ways weve

3、never seen before.4 | Green Goes NicheThe story behind Green goes from mass to niche with highly targeted messages Its Not Easy Being GreenContrary to popular beliefits not so easy being Green. Organizations, governments, and individual consumers are all struggling to adapt to a world in which the p

4、lanets health and dwindling natural resources are at the center of a global conversation. The good news is that everyone seems to be trying to be some shade of Green, and experimentation usually leads to innovation.Its Not Easy Being Green“Green is perhaps one of the biggest trends to hit the modern

5、 marketplace. Wal-Mart is going Green. Hollywood celebrities are eco-evangelists. The 2021 Olympics set the new gold standard for sustainable events. Religious leaders are making the environment a moral issue. Everywhere we turn, were inundated with some message or story relating to Green and the en

6、vironment.But what does it all mean?Its Not Easy Being GreenGreen today means so many different things to different people. Marketing and PR departments have responded to the changing marketplace by giving everything from consumer products to automobiles a green makeover.But at the end of the day, s

7、ustainability hasnt become a true business strategy for many organizations.Its Not Easy Being GreenSome companies, however, are beginning to understand that Green needs to go well beyond clever advertisements or product labels. The true value behind Green is beginning to reveal itself at this pointw

8、hich means that your company has a tremendous opportunity to shape customers expectations rather than just respond to them. The conversation around the environment is quickly shifting away from “the quick fix and toward lasting, sustainable, Green innovation.The Future of Green Business StrategyThe

9、Four Trends Well Explore:1 | Certifiably Green Green standards and certifications will change the competitive landscape of industries and the players within them. 2 | The Greenest LinkIts not just about what you make anymorebut about how (and where) you make it. 3 | The Green Seeds of InnovationThe

10、desire to go Green forces companies to reinvent products, services, and business models in ways weve never seen before.4 | Green Goes NicheThe story behind Green goes from mass to niche with highly targeted messages 1 | Certifiably GreenWhen it comes to the wide (and often amorphous) world of Green;

11、 metrics, standards, and certifications can help to clear the haze and set minimum expectations.Organizations across industries are increasingly coming under scrutiny for the practice of “greenwashing as environmental activist and consumer groups try to decode and validate various environmental clai

12、ms.The next wave of change will be to embrace certifications, measurable standards and reporting systems, all supported by full disclosures. Companies will have a choice to help set the standards or merely respond to them.1 | Certifiably Green: Where We AreToday, many organizations environmental str

13、ategies revolve around marketing campaigns and repackaging offerings to tout Green claims. Consumers are generally confused about whats what, as companies toss around the word “Green with little agreement as to what it really means.Though many certifications exist todaymany environmentalists complai

14、n that they are not robust enough to create lasting change. 1 | Certifiably Green: A Case in PointThe U.S. Green Building Councils LEED (Leadership in Energy and Environmental Design) certification program represents the cream of the crop when it comes to certifications today. The USGBCs members com

15、prise of practitioners along every point of the architectural and construction value chainfrom designers and furniture makers to architects and raw material suppliers. Each link in the chain contributes their expertise on how to make a building as Green as can be.1 | Certifiably Green: Where Were He

16、adedGiven the success that certain industries have had with third-party certifications and reporting standards, were likely to see an increase in their use over the next few years.Organizations across all industries may begin to partner with one another and with non-profit and governmental agencies

17、to establish standards and certifications where they do not exist today. The key success factor for future certifications will be coordinationcareful analysis and accountability across all links in an industrys value chain. 1 | Certifiably Green: What Does It Mean For You?Is your organization making

18、 environmental claims? How is it supporting and reporting these claims? How can you alter your green message so that the story you tell isnt vulnerable to criticism?How can you lead the charge in educating your customers about what Green means in your industry? Who can you partner with (NGO, other i

19、ndustry leaders) to ensure youre on the leading edge of Green in your industry?The Future of Green Business StrategyThe Four Trends Well Explore:1 | Certifiably Green Green standards and certifications will change the competitive landscape of industries and the players within them. 2 | The Greenest

20、LinkIts not just about what you make anymorebut about how (and where) you make it. 3 | The Green Seeds of InnovationThe desire to go Green forces companies to reinvent products, services, and business models in ways weve never seen before.4 | Green Goes NicheThe story behind Green goes from mass to

21、niche with highly targeted messages 2 | The Greenest LinkGreen is moving from the Marketing Department to the Operations Department as companies start to analyze and optimize each piece of their value chain with an eye toward sustainability.Being Green isnt just about new labels and materials. Its a

22、bout minimizing environmental impact across an offerings entire lifecyclefrom development to disposal and beyond.2 | The Greenest Link: Where We AreLCA (Lifecycle Analysis) and comprehensive value-chain assessments are beginning to gain prominence today as organizations seek to shrink their overall

23、environmental footprints in meaningful ways. Theres both a consumer push and an increasingly strong economic case for doing so. On the consumer side, we have a general population with unprecedented access to data and information about companies and their operations. Anyone who chooses to do some dig

24、ging into the environmental practices of a specific company can often create a pretty clear picture of where that company falls on the Green spectrum. From an economic standpoint, ever-increasing energy and materials costs are pushing companies to streamline their operations, eliminate waste, and re

25、duce energy consumption as much as possible.2 | The Greenest Link: A Look Into the FutureIts the year 2025. As LCA and value-chain assessments have grown more robust and detailed over the years, so too has the level of transparency and accountability in the marketplace. The methods by which we measu

26、re and track environmental data have become so effective that every individual around the world can measure his or her environmental footprint. Worldwide, an Eco-Point system has been implemented to help people track, WeightWatchers style, their impact on the environment so that they can budget thei

27、r consumption habits and behaviors accordingly. Flick on a light-switch? 2 Points. Head into the office for work? 12 Points. Read the news online instead of in print? -1 Point. 2 | The Greenest Link: A Look Into the FutureOrganizations are graded on not just their operations, but on the behavior of

28、their employees as well. The Greenest organizations are those whose operations, value chains, products, services, and employees have the smallest aggregated impact.Certain Green leaders, such as Whole Foods and Toyota, have mandated that employees each spend no more than 1000 Points per week (the am

29、ount which has been deemed “sustainable by the UN s Environmental Committee), both in and outside of work. Employees begin to list their Eco-Points on their rsums and CVs, and these figures are validated as part of the standard background check performed by HR .2 | The Greenest Link: Where Were Head

30、edOver the next few years, organizations are going to realize compelling economic reasons for going Green. Some will find that Green means lower-costs in terms of raw materials and energy; others will realize increased profits and demand due to new contracts with other institutions who require Green

31、 suppliers and vendors. CSR (Corporate Social Responsibility) reporting will grow increasingly robust and detailed as organizations seek to communicate the level of Green theyve accomplished to their customers, partners, and shareholders. 2 | The Greenest Link: What Does It Mean For You?What is one

32、link in your organizations value chain that you can, in the short term, make more environmentally responsible?What are the cost-saving opportunities for your organization that also help reduce waste or emissions?The Future of Green Business StrategyThe Four Trends Well Explore:1 | Certifiably Green

33、Green standards and certifications will change the competitive landscape of industries and the players within them. 2 | The Greenest LinkIts not just about what you make anymorebut about how (and where) you make it. 3 | The Green Seeds of InnovationThe desire to go Green forces companies to reinvent

34、 products, services, and business models in ways weve never seen before.4 | Green Goes NicheThe story behind Green goes from mass to niche with highly targeted messages 3 | The Green Seeds of InnovationInnovative companies are using Green as a platform for creating value around new product concepts,

35、 service strategies, and business models that represent disruptive change in the marketplace. For some companies where innovation once seemed illusive and ambiguous, environmental responsibility has become a goal around which new ideas are brought to life.Its called “Green Hat thinkingthe type of id

36、ea generation and innovation that comes out of a singular focus on reducing ones environmental impact as much as possible.Were beginning to see a new sort of industrial revolution today wherein many organizations are spending tremendous resources on trying to reinvent the processes, systems, product

37、s, and businesses weve grown comfortable with over the past century. Some companies start smallWhole Foods banning plastic shopping bags, for example; while other companies have their sights on much bigger thingssuch as Hondas development of hydrogen-powered-zero-emissions vehicles.3 | The Green See

38、ds of Innovation: Where We AreGE: EcomaginationEcomagination is designed to meet demand for more energy efficient products and drive sustainable growth. It reflects GEs commitment to invest in innovative solutions to environmental challenges, and helps GE develop and deliver valuable, environmentall

39、y-focused products while helping protect and grow the bottom line. Ecomagination focuses on the development of renewable energy sources, water purification initiatives, carbon capture and sequestration systems, and alternative transportation systems.3 | The Green Seeds of Innovation: A Case in Point

40、3 | The Green Seeds of Innovation: A Case in PointGE: EcomaginationIn 2007, GE invested more than $1 billion on cleaner technology R&D, moving the company closer to its goal of investing $1.5 billion annually in Ecomagination R&D initiatives by 2021. In 2007, GE achieved approximately 15% growth in

41、Ecomagination revenues over 2006, from $12 billion to $14 billion. Due to the programs overwhelming success over the past few years, GE forecasts it will surpass $20 billion by 2021 and is consequently raising the annual Ecomagination revenue goal to $25 billion by 2021.While extensions, enhancement

42、s, and carbon offsets will play a major role in making Green a little more mainstream, its the disruptive end of the eco-innovation spectrum thats most exciting and perhaps the most promising in the long term. Over the next few years, well see organizations use their drive to go Green as a platform

43、for truly disruptive change. Size, experience, and brand name will be less important to success in the marketplace than the magnitude of innovation that some companies attainand breakthroughs will be born across industries, presenting solutions to some of our most seemingly-intractable environmental

44、 issues.3 | The Green Seeds of Innovation: Where Were HeadedIncremental: Carbon Offsets, Recycling Programs, Product RevisionsThe Eco-Innovation SpectrumDisruptive: New Business Models, New Links in the Value ChainIf you break your offerings down into their most minute parts, how can you uncover new

45、 opportunities to do Green things in fundamentally different ways? The Green marketplace is full of smaller, younger companies that have risen to great success through innovation. How can you ensure your organizations long-term competitiveness in an environment in which young, Green upstarts can com

46、pete with larger global organizations?3 | The Green Seeds of Innovation: What Does It Mean for You?The Future of Green Business StrategyThe Four Trends Well Explore:1 | Certifiably Green Green standards and certifications will change the competitive landscape of industries and the players within the

47、m. 2 | The Greenest LinkIts not just about what you make anymorebut about how (and where) you make it. 3 | The Green Seeds of InnovationThe desire to go Green forces companies to reinvent products, services, and business models in ways weve never seen before.4 | Green Goes NicheThe story behind Gree

48、n goes from mass to niche with highly targeted messages 4 | Green Goes NicheThe “Green movement opens the door to a customer engagement strategy that is deeply connected to their values and identities. Organizations have an opportunity, through Green, to build strong, lasting relationships with thei

49、r audiences. The issue is that the eco-customer isnt any one person or customer type. Customers dont all agree on what Green actually means.Organizations that personalize Green by getting to the heart of their customers motivations, fears, and hopes will emerge as the Green market leaders in the yea

50、rs ahead.Companies today often take a broad, mass-market approach to Green. By trying to appeal to the widest possible audience, many end up diluting their commitments and environmental messages to a point at which messages become unclear and lacking in sincerity.4 | Green Goes Niche: Where We AreOp

51、inions on the environmental movement and intentions for going green vary greatly from one person to another. Some cite personal guilt and personal health, while others succumb to pressure from children or want to take part in the larger cause of saving the planet.The world of Green branding and comm

52、unications will become more focused, targeted, and specific in the years ahead.The language we use to talk about Green will expand to allow for more direct, focused conversations between organizations and their customers.4 | Green Goes Niche: Where Were HeadedOrganizations are increasingly turning t

53、o the Web to better engage their customers and understand the nuances and complexities of environmentally focused decisions.Given the success that certain industries have had with third-party certifications and reporting standards, were likely to see an increase in their use over the next few years.

54、Organizations across all industries may begin to partner with one another and with non-profit and governmental agencies to establish standards and certifications where they do not exist today. The key success factor for future certifications will be coordinationcareful analysis and accountability across all links in an industrys value chain. 4 | Green Goes NicheHow well do you know your customers motivations for going Green? How can you open up communication with them to better understand?Which Green customers are most important to the growth of your business? How can you ensure youre reachi