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1、Future Think LLC | New York, NY | All Rights Reserved,1,Future Think LLC | New York, NY | All Rights Reserved,2,This presentation is a preview of the Future of Green Business Strategy, a research report by futurethink. The full report can be downloaded at ,Future Think LLC | New York, NY | All Right

2、s Reserved,3,The Future of Green Business Strategy,The 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 Link Its not just about what you make anymorebut about how (and

3、where) you make it. 3 | The Green Seeds of Innovation The desire to go Green forces companies to reinvent products, services, and business models in ways weve never seen before. 4 | Green Goes Niche The story behind Green goes from mass to niche with highly targeted messages,Future Think LLC | New Y

4、ork, NY | All Rights Reserved,4,Its Not Easy Being Green,Contrary to popular beliefits not so easy being Green. Organizations, governments, and individual consumers are all struggling to adapt to a world in which the planets health and dwindling natural resources are at the center of a global conver

5、sation. The good news is that everyone seems to be trying to be some shade of Green, and experimentation usually leads to innovation.,Future Think LLC | New York, NY | All Rights Reserved,5,Its Not Easy Being Green,“Green” is perhaps one of the biggest trends to hit the modern marketplace. Wal-Mart

6、is going Green. Hollywood celebrities are eco-evangelists. The 2008 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 environment. But what doe

7、s it all mean?,Future Think LLC | New York, NY | All Rights Reserved,6,Its Not Easy Being Green,Green 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 m

8、akeover. But at the end of the day, sustainability hasnt become a true business strategy for many organizations.,Future Think LLC | New York, NY | All Rights Reserved,7,Its Not Easy Being Green,Some companies, however, are beginning to understand that Green needs to go well beyond clever advertiseme

9、nts or product labels. The true value behind Green is beginning to reveal itself at this pointwhich 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

10、fix” and toward lasting, sustainable, Green innovation.,Future Think LLC | New York, NY | All Rights Reserved,8,The Future of Green Business Strategy,The Four Trends Well Explore: 1 | Certifiably Green Green standards and certifications will change the competitive landscape of industries and the pla

11、yers within them. 2 | The Greenest Link Its not just about what you make anymorebut about how (and where) you make it. 3 | The Green Seeds of Innovation The desire to go Green forces companies to reinvent products, services, and business models in ways weve never seen before. 4 | Green Goes Niche Th

12、e story behind Green goes from mass to niche with highly targeted messages,Future Think LLC | New York, NY | All Rights Reserved,9,1 | Certifiably Green,When it comes to the wide (and often amorphous) world of Green; metrics, standards, and certifications can help to clear the haze and set minimum e

13、xpectations. 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 claims. The next wave of change will be to embrace certifications, measurable standard

14、s and reporting systems, all supported by full disclosures. Companies will have a choice to help set the standards or merely respond to them.,Future Think LLC | New York, NY | All Rights Reserved,10,1 | Certifiably Green: Where We Are,Today, many organizations environmental strategies revolve around

15、 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 complain that they are not

16、robust enough to create lasting change.,Future Think LLC | New York, NY | All Rights Reserved,11,1 | Certifiably Green: A Case in Point,The U.S. Green Building Councils LEED (Leadership in Energy and Environmental Design) certification program represents the cream of the crop when it comes to certif

17、ications today.,The USGBCs members comprise 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 b

18、e.,Future Think LLC | New York, NY | All Rights Reserved,12,1 | Certifiably Green: Where Were Headed,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. Organizations across a

19、ll 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 i

20、ndustrys value chain.,Future Think LLC | New York, NY | All Rights Reserved,13,1 | Certifiably Green: What Does It Mean For You?,Is your organization making environmental claims? How is it supporting and reporting these claims? How can you alter your green message so that the story you tell isnt vul

21、nerable 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 industry leaders) to ensure youre on the leading edge of Green in your industry?,Future Think LLC | New York, NY | All Rights Reserved,14,The Fu

22、ture of Green Business Strategy,The 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 Link Its not just about what you make anymorebut about how (and where) you make it.

23、 3 | The Green Seeds of Innovation The desire to go Green forces companies to reinvent products, services, and business models in ways weve never seen before. 4 | Green Goes Niche The story behind Green goes from mass to niche with highly targeted messages,Future Think LLC | New York, NY | All Right

24、s Reserved,15,2 | The Greenest Link,Green 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 about minimizing envi

25、ronmental impact across an offerings entire lifecyclefrom development to disposal and beyond.,Future Think LLC | New York, NY | All Rights Reserved,16,2 | The Greenest Link: Where We Are,LCA (Lifecycle Analysis) and comprehensive value-chain assessments are beginning to gain prominence today as orga

26、nizations seek to shrink their overall 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 operat

27、ions. Anyone who chooses to do some digging 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 th

28、eir operations, eliminate waste, and reduce energy consumption as much as possible.,Future Think LLC | New York, NY | All Rights Reserved,17,2 | The Greenest Link: A Look Into the Future,Its the year 2025. As LCA and value-chain assessments have grown more robust and detailed over the years, so too

29、has the level of transparency and accountability in the marketplace. The methods by which we measure 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 hel

30、p people track, WeightWatchers style, their impact on the environment so that they can budget their 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.,Future Think LLC | New Yo

31、rk, NY | All Rights Reserved,18,2 | The Greenest Link: A Look Into the Future,Organizations are graded on not just their operations, but on the behavior of their employees as well. The Greenest organizations are those whose operations, value chains, products, services, and employees have the smalles

32、t 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 amount which has been deemed “sustainable” by the UN s Environmental Committee), both in and outside of work. Employees begin to list their Eco-P

33、oints on their rsums and CVs, and these figures are validated as part of the standard background check performed by HR .,Future Think LLC | New York, NY | All Rights Reserved,19,2 | The Greenest Link: Where Were Headed,Over the next few years, organizations are going to realize compelling economic r

34、easons 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 suppliers and vendors. CSR (Corporate Social Responsibility) reporting will grow i

35、ncreasingly robust and detailed as organizations seek to communicate the level of Green theyve accomplished to their customers, partners, and shareholders.,Future Think LLC | New York, NY | All Rights Reserved,20,2 | The Greenest Link: What Does It Mean For You?,What is one link in your organization

36、s 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?,Future Think LLC | New York, NY | All Rights Reserved,21,The Future of Green Business Strategy,The Four Trends

37、Well Explore: 1 | Certifiably Green Green standards and certifications will change the competitive landscape of industries and the players within them. 2 | The Greenest Link Its not just about what you make anymorebut about how (and where) you make it. 3 | The Green Seeds of Innovation The desire to

38、 go Green forces companies to reinvent products, services, and business models in ways weve never seen before. 4 | Green Goes Niche The story behind Green goes from mass to niche with highly targeted messages,Future Think LLC | New York, NY | All Rights Reserved,22,3 | The Green Seeds of Innovation,

39、Innovative companies are using Green as a platform for creating value around new product concepts, 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 bec

40、ome a goal around which new ideas are brought to life. Its called “Green Hat” thinkingthe type of idea generation and innovation that comes out of a singular focus on reducing ones environmental impact as much as possible.,Future Think LLC | New York, NY | All Rights Reserved,23,Were beginning to se

41、e a new sort of industrial revolution today wherein many organizations are spending tremendous resources on trying to reinvent the processes, systems, products, and businesses weve grown comfortable with over the past century. Some companies start smallWhole Foods banning plastic shopping bags, for

42、example; while other companies have their sights on much bigger thingssuch as Hondas development of hydrogen-powered-zero-emissions vehicles.,3 | The Green Seeds of Innovation: Where We Are,Future Think LLC | New York, NY | All Rights Reserved,24,GE: Ecomagination Ecomagination is designed to meet d

43、emand 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, environmentally-focused products while helping protect and grow the bottom line. Ecomagination f

44、ocuses 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,Future Think LLC | New York, NY | All Rights Reserved,25,3 | The Green Seeds of

45、Innovation: A Case in Point,GE: Ecomagination In 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 2010. In 2007, GE achieved approximately 15% growth in Ecomagination revenue

46、s 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 2009 and is consequently raising the annual Ecomagination revenue goal to $25 billion by 2010.,Future Think LLC | New York, NY | All Rights Rese

47、rved,26,While extensions, enhancements, 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 t

48、heir drive to go Green as a platform 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 mos

49、t seemingly-intractable environmental issues.,3 | The Green Seeds of Innovation: Where Were Headed,Incremental: Carbon Offsets, Recycling Programs, Product Revisions,The Eco-Innovation Spectrum,Disruptive: New Business Models, New Links in the Value Chain,Future Think LLC | New York, NY | All Rights

50、 Reserved,27,If you break your offerings down into their most minute parts, how can you uncover new 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 yo

51、ur organizations long-term competitiveness in an environment in which young, Green upstarts can compete with larger global organizations?,3 | The Green Seeds of Innovation: What Does It Mean for You?,Future Think LLC | New York, NY | All Rights Reserved,28,The Future of Green Business Strategy,The F

52、our 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 Link Its not just about what you make anymorebut about how (and where) you make it. 3 | The Green Seeds of Innovation Th

53、e desire to go Green forces companies to reinvent products, services, and business models in ways weve never seen before. 4 | Green Goes Niche The story behind Green goes from mass to niche with highly targeted messages,Future Think LLC | New York, NY | All Rights Reserved,29,4 | Green Goes Niche,Th

54、e “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 their audiences. The issue is that the eco-customer isnt any one person or custom

55、er 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 years ahead.,Future Think LLC | New York, NY | All Rights Reserved,30,Companies

56、 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 Are,Opinions on the en

57、vironmental 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.,Future Think LLC | New York, NY | All Rights Reserv

58、ed,31,The world of Green branding and communications 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 He

59、aded,Organizations are increasingly turning to the Web to better engage their customers and understand the nuances and complexities of environmentally focused decisions.,Future Think LLC | New York, NY | All Rights Reserved,32,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. Organizations across all industries may begin to partner with one another and with non-profit and governmental agencies to esta