资源描述
Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,*,*,*,1,Future Think LLC|New York,NY|All Rights Reserved,2,Future Think LLC|New York,NY|All Rights Reserved,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 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,3,Future Think LLC|New York,NY|All Rights Reserved,Its Not Easy Being Green,Contrary to popular belief,its,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 conversation.,The good news is that everyone seems to be trying to be some shade of Green,and experimentation usually leads to innovation.,4,Future Think LLC|New York,NY|All Rights Reserved,Its Not Easy Being Green,“,Green”is perhaps one of the biggest trends to hit the modern marketplace.,Wal-Mart 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 does it all mean?,5,Future Think LLC|New York,NY|All Rights Reserved,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 makeover.,But at the end of the day,sustainability hasnt become a true business strategy for many organizations.,6,Future Think LLC|New York,NY|All Rights Reserved,Its Not Easy Being Green,Some 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 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 fix”and toward lasting,sustainable,Green innovation.,7,Future Think LLC|New York,NY|All Rights Reserved,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 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,8,Future Think LLC|New York,NY|All Rights Reserved,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 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 claims.,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.,9,Future Think LLC|New York,NY|All Rights Reserved,1|Certifiably Green:Where We Are,Today,many organizations environmental strategies 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 complain that they are not robust enough to create lasting change.,10,Future Think LLC|New York,NY|All Rights Reserved,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 certifications 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 mak
展开阅读全文