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Green Marketing @ Consolidated Edison Co. of New York, Inc.

This event is over.

More and more, companies are becoming transparent and accountable for their environmental (and social) impacts and have implemented green marketing efforts.  This complimentary ANA members only conference, hosted at Consolidated Edison in New York City, will feature sessions from top marketers who will share key insights on how to develop and execute green marketing efforts to make the world a better place.

When
Begins:Thursday, December 13, 2012 at 8:15am
Ends:Thursday, December 13, 2012 at 3:00pm
Where

Consolidated Edison Co. of New York, Inc.
4 Irving Place, 19th Floor Auditorium
Between 14th and 15th Street Union Square
New York, NY 10003

Agenda
8:15am

Breakfast

9:00am

General Session

PARTNERING WITH CONSUMERS TO IMPACT SUSTAINABILITY

Reckitt Benckiser (RB) is a global consumer goods leader in health, hygiene and home. With a purpose of delivering innovative solutions for healthier lives and happier homes, RB is in the top 25 of companies listed on the London Stock Exchange. Since 2000 net revenues have doubled and the market cap has quadrupled.  Today it is the global No 1 or No 2 in the majority of its fast-growing categories, driven by an exceptional rate of innovation. It’s health, hygiene and home portfolio is led by 19 global Powerbrands including Nurofen, Strepsils, Gaviscon, Mucinex, Durex, Scholl, Lysol, Dettol, Clearasil, Veet, Harpic, Bang, Mortein, Finish, Vanish, Woolite, Calgon, Airwick,  and French’s, and they account for 70% of net revenue. 

RB people and its culture are at the heart of the company’s success. They have an intense drive for achievement and a desire to outperform wherever they focus, including in CSR where the company has reduced its carbon footprint by 21% since 2007 and is now targeting delivery by 2020 of a 1/3 reduction in water impact, 1/3 further reduction in carbon footprint and have 1/3 of net revenue coming from more sustainable products. It is also the Save the Children charity’s largest FMCG global partner.

Jennifer Duran
Global Sustainability Manager
Reckitt Benckiser
_____________________________________________

SEVENTH GENERATION:  RESPONSIBLE IMPACT ON MANY GENERATIONS TO COME
Seventh Generation is a company that was founded with sustainability at its core.  The company name refers to the idea that every decision made should consider its potential impact on the next seven generations of people. To reinforce this central message and its core brand values, Seventh Generation’s “Inciteful Insights” campaign centers mainly around the proportion of biologically-based, as opposed to petroleum-based, ingredients in its products.  This session will focus on how the campaign is integrated, relevant, and sustainable, from messaging to execution, including a tied in with Dr. Seuss’s environmental fable movie, The Lorax.   Seventh Generation will share initial results and will discuss how their overall marketing efforts will organically make a difference for generations to come. 

Joey Bergstein
Chief Marketing Officer
Seventh Generation
_____________________________________________

PATAGONIA:  SUSTAINING A VALUABLE BRAND BY PROTECTING OUR COMMON GROUND
The Patagonia Company started as a small climbing business almost forty years ago.  Since then, it has expanded exponentially into the sporting apparel company we all know today that has always maintained its environmental-friendly approach to its products, services, and marketing.    In this session, you will hear from one of Patagonia's first employees and a four-decade veteran of the company and who has seen the array of challenges of maintaining marketing sustainability in a company that has always been a for-profit company with philanthropy as its foundation.    He will share the insights and lessons learned from the "Don't Buy This" campaign and the newly launched Common Threads’ Initiative that encourages shoppers to reduce consumption, repair clothing they already own and reuse/recycle items instead of tossing them in the trash. 

Vincent Stanley
Vice President, Marketing
Patagonia Company
_____________________________________________

FTC GREEN GUIDES: WHAT MARKETERS NEED TO KNOW
Doing green marketing right means establishing credibility for one’s messages and, relatedly, reducing risks of making false or misleading claims.  On Oct 1, the FTC released its long-awaited revisions to its Green Guides for Environmental Marketing.  In this session, Jacquie Ottman, Founder and Principal  - J. Ottman Consulting, Inc., considered the nation’s foremost expert on green marketing and David Mallen, Esq., Deputy Directorof the National Advertising Division of the Better Business Bureau, the industry’s self-regulatory body, will provide a primer for understanding the science and intents behind the revisions, with implications for making a broad array of environmental marketing claims, including third party ecolabels self-certifications, images, and product names.

David Mallen
Deputy Director
Better Business Bureau's National Advertising Division (NAD)

Jacquie Ottman
Founder and Principal
J. Ottman Consulting, Inc. and author, “The New Rules of Green Marketing: Strategies, Tools and Inspiration for Sustainable Branding”
_____________________________________________

12:50pm
Luncheon
1:50pm
General Session Cont.

THE EVOLUTION OF THE GREEN CONSUMER AND ITS IMPACT ON DEVELOPMENTS IN GREEN MARKETING
The green marketing conundrum: studies show that consumers are more eco-friendly, but are less willing to pay more for environmentally-friendly products and services.  The result is that consumers are more willing to do things for the sake of sustainability as long as those things don’t break the bank.  This session will focus on how “green” consumers have evolved and transformed based on economic and environmental factors and tips for how marketers can connect with these consumers on deeper levels based on the recent developments in green marketing.  

Jack Neff
Business Writer and Editor

Advertising Age
_______________________________________________

CONSOLIDATED EDISON:  CONSUMER INSIGHTS LEAD TO COLLABORATIVE ENERGY-EFFICIENT CAMPAIGN

CoolNYC is an innovative Con Edison residential program developed in partnership with technology start-up ThinkEco and the program's potential to reduce unnecessary energy use is significant. In this session, Consolidated Edison, Inc.  will cover how CoolNYC has succeeded in creating a utility-grade technology platform with a customer-facing product that has consumer gadget appeal.  By collaborating from R&D through commercialization, Consolidated Edison, Inc. and ThinkEco were able to incorporate consumer product preferences into the technology design, and pull it through with a fitting launch campaign that emphasized the modlet's "must have" consumer convenience benefits. This session will also cover the program’s successes and lessons learned.

Adrianne Ortizo
Program Manager - Residential and Small Business Solutions
Energy Efficiency and Demand Management Programs
Consolidated Edison, Inc.

Mei Shibata
Chief Strategy Officer
ThinkEco
_________________________________________________

3:30pm Adjournment

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