Recentre - Milk The Green Cow

“The Green Marketing Triangle”

www.trinity-planning.be

The creative sustainable opportunity

My program

Why?  How?   What?  

1stofAprilHarves/ng an opportunity 

in a truthful way

+ +

6thofMaiGreen includes a broad diversity 

of strategies

3rdofJuneCrea/ng support 

among stakeholders

“Previously on Milk the Green cow”

#1

13u40 – …

A 10 minutes recap

Cutoutandkeep

1.  Thesinofsugges<vepictures2.  Thesinofthehiddentradeoff3.  Thesinofnoproof4.  Thesinofvagueness5.  Thesinofirrelevance6.  Thesinoflesseroftwoevils7.  Thesinoffibbing

“The seven sins of Greenwashing”

Sustainability is all very

nice, but I’m trying

to run a business here

(the boss)

“Seven bottom-line benefits for going green”

1.  EasierHiringoftoptalent2.  Higherreten<onoftoptalent3.  Higherproduc<vityofemployees

4.  Reducedexpensesinmanufacturing5.  Reducedexpensesatcommercialsites

6.  Increasedrevenue7.  Reducedrisk

“Seven steps from dark-grey to bright-green” 1.  Denialofresponsibility

2.  Pretendingtobegreen

3.  Compliancetoregula<on

4.  Lifecyleop<mizing

5.  Eco‐design

6.  Newbusinessmodels

7.  Nextprac<ceplaTorms

1)  Unique performance 2)  Sharable and flattering story 3)  Connection with a larger societal

movement 4)  Clear and single-minded eco-benefit 5)  Credible proof 6)  Credible corporate intention 7)  Ease & attractiveness

“Seven building blocks to build a belief system”

“The practical exercise”

Today #1 15 min. - Recap April session/ Program of today

#2 15 min. – Strategy based on how people think

#3 15 min. – Strategy based on product, brand and company agenda 15 min. – Application on case in group

#4 30 min. - BREAK

#5 15 min. – Strategy based on sharing responsibility and big ideal 15 min. – Application on case in group

#6 15 min. – Strategy based on business innovation 15 min. – Application on case in group

#7 15 min. – Connect the right dots

20 min. – Wrap-up (Tomas Beerthuis)

Today

Astrategicanglepoint

Successful

ExamplesKickstartques<on Applica<on

“Strategy based on how we think”

#2

Whatisgonaworkbest?

If you isolate your house, you’ll save 350 Euro a year 

vs.

If you isolate your house, you won’t loose 350 Euro a year 

Wanna fight child obesi/es?

Buyingsmallercupsisaveryeffec<vestrategy

Reflective system:   Controlled   Effortful   Deductive   Slow   Self-aware   Rule-following

Automatic system:   Uncontrolled   Effortless   Associative   Fast   Unconscious   Skilled

Who are we going to address?

Routinious behaviour,

intuitive choice, habit

WhatwillLindado?

Bank Clerk and ac/vist in the feminist movement 

vs.

Bank Clerk 

Insights:   Status quo bias   Surreal optimism   Lack to loose   Tendency to social confirmation

Strategies:   Anchoring (like framing)   Availability (like default)   Representativeness (associative)

High brainy involvement

Low brainy involvement

Good examples (imagine you are a bus)

Good examples (imagine you are a bike)

Good examples (imagine you are a newspaper)

“Strategy based on the company/ brand/ product agenda”

#3

Companycredibility

Productexperience

Brandbelief

25

The Company The Product

The Brand

posi<veandsustainablegrowth

The Buyer: his automatic system his reflective system

Give the right example

Associate with doing

good

Performance of more or less

Challenge consumption

Trojan horse

New business model

Connect brand to tribe

Develop your market

Change usage

1) SETTING AN EXAMPLE

Framing  Poin/ng 

2) ACCOCIATE BRAND WITH DOING GOOD

3rd party label  Cause related partner 

3) PRODUCT EXPERIENCE THAT BENEFITS MORE OR LESS

Less  More 

“Break”

#4

“Strategy based on sharing responsability and a big ideal”

#5

The Company The Product

The Brand

posi<veandsustainablegrowth

The Buyer: his automatic system his reflective system

Give the right example

Associate with doing

good

Performance of more or less

Challenge consumption

Trojan horse

New business model

Connect brand to tribe

Develop your market

Change usage

4) DEVELOP THE MARKET:

Educate  Evangelize 

5) CONNECT TO A TRIBE:

Inclusive  Exclusive 

6) CHANGE USAGE Switch  Cut 

“Strategy based on business innovation”

#6

7) NEW BUSINESS MODELS Social produc/on  Property 

8) TROJAN HORSE

Tradi/ons  New cool 

9) CHALLENGE CONSUMPTION

Sharing   Treasure 

“Connecting the right dots”

#7

The Company The Product

The Brand

posi<veandsustainablegrowth

The Buyer: his automatic system his reflective system

Give the right example

Associate with doing

good

Performance of more or less

Challenge consumption

Trojan horse

New business model

Connect brand to tribe

Develop your market

Change usage

Fill in and connect the dots

Logicalbeliefsystem

Largersocietalmovement

Easeanda[rac<veness

Reliablecorporateinten<on

CredibleproofSingle‐mindedeco‐benefit

Uniqueperformance

Spreadablefla[eringstory

Thanks for your dedication!