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©FutureThinkLLC|NewYork,NY|AllRightsReserved2ThispresentationisapreviewoftheFutureofGreenBusinessStrategy,aresearchreportbyfuturethink.Thefullreportcanbedownloadedat©FutureThinkLLC|NewYork,NY|AllRightsReserved3TheFutureofGreenBusinessStrategyTheFourTrendsWe’llExplore:1|CertifiablyGreenGreenstandardsandcertificationswillchangethecompetitivelandscapeofindustriesandtheplayerswithinthem.2|TheGreenestLinkIt’snotjustaboutwhatyoumakeanymore—butabouthow(andwhere)youmakeit.3|TheGreenSeedsofInnovationThedesiretogoGreenforcescompaniestoreinventproducts,services,andbusinessmodelsinwayswe’veneverseenbefore.4|GreenGoesNicheThestorybehindGreengoesfrommasstonichewithhighlytargetedmessages©FutureThinkLLC|NewYork,NY|AllRightsReserved4It’sNotEasyBeingGreenContrarytopopularbelief—it’snotsoeasybeingGreen.Organizations,governments,andindividualconsumersareallstrugglingtoadapttoaworldinwhichtheplanet’shealthanddwindlingnaturalresourcesareatthecenterofaglobalconversation.ThegoodnewsisthateveryoneseemstobetryingtobesomeshadeofGreen,andexperimentationusuallyleadstoinnovation.©FutureThinkLLC|NewYork,NY|AllRightsReserved5It’sNotEasyBeingGreen“Green”isperhapsoneofthebiggesttrendstohitthemodernmarketplace.•Wal-MartisgoingGreen.•Hollywoodcelebritiesareeco-evangelists.•The2008Olympicssetthenewgoldstandardforsustainableevents.•Religiousleadersaremakingtheenvironmentamoralissue.Everywhereweturn,we’reinundatedwithsomemessageorstoryrelatingtoGreenandtheenvironment.Butwhatdoesitallmean?©FutureThinkLLC|NewYork,NY|AllRightsReserved6It’sNotEasyBeingGreenGreentodaymeanssomanydifferentthingstodifferentpeople.MarketingandPRdepartmentshaverespondedtothechangingmarketplacebygivingeverythingfromconsumerproductstoautomobilesagreenmakeover.Butattheendoftheday,sustainabilityhasn’tbecomeatruebusinessstrategyformanyorganizations.©FutureThinkLLC|NewYork,NY|AllRightsReserved7It’sNotEasyBeingGreenSomecompanies,however,arebeginningtounderstandthatGreenneedstogowellbeyondcleveradvertisementsorproductlabels.ThetruevaluebehindGreenisbeginningtorevealitselfatthispoint—whichmeansthatyourcompanyhasatremendousopportunitytoshapecustomers’expectationsratherthanjustrespondtothem.Theconversationaroundtheenvironmentisquicklyshiftingawayfrom“thequickfix”andtowardlasting,sustainable,Greeninnovation.©FutureThinkLLC|NewYork,NY|AllRightsReserved8TheFutureofGreenBusinessStrategyTheFourTrendsWe’llExplore:1|CertifiablyGreenGreenstandardsandcertificationswillchangethecompetitivelandscapeofindustriesandtheplayerswithinthem.2|TheGreenestLinkIt’snotjustaboutwhatyoumakeanymore—butabouthow(andwhere)youmakeit.3|TheGreenSeedsofInnovationThedesiretogoGreenforcescompaniestoreinventproducts,services,andbusinessmodelsinwayswe’veneverseenbefore.4|GreenGoesNicheThestorybehindGreengoesfrommasstonichewithhighlytargetedmessages©FutureThinkLLC|NewYork,NY|AllRightsReserved91|CertifiablyGreenWhenitcomestothewide(andoftenamorphous)worldofGreen;metrics,standards,andcertificationscanhelptoclearthehazeandsetminimumexpectations.Organizationsacrossindustriesareincreasinglycomingunderscrutinyforthepracticeof“greenwashing”asenvironmentalactivistandconsumergroupstrytodecodeandvalidatevariousenvironmentalclaims.Thenextwaveofchangewillbetoembracecertifications,measurablestandardsand‘reportingsystems’,allsupportedbyfulldisclosures.Companieswillhaveachoicetohelpsetthestandardsormerelyrespondtothem.©FutureThinkLLC|NewYork,NY|AllRightsReserved101|CertifiablyGreen:WhereWeAreToday,manyorganizations’environmentalstrategiesrevolvearoundmarketingcampaignsandrepackagingofferingstotoutGreenclaims.Consumersaregenerallyconfusedaboutwhat’swhat,ascompaniestossaroundtheword“Green”withlittleagreementastowhatitreallymeans.Thoughmanycertificationsexisttoday—manyenvironmentalistscomplainthattheyarenotrobustenoughtocreatelastingchange.©FutureThinkLLC|NewYork,NY|AllRightsReserved111|CertifiablyGreen:ACaseinPointTheU.S.GreenBuildingCouncil’sLEED(LeadershipinEnergyandEnvironmentalDesign)certificationprogramrepresentsthecreamofthecropwhenitcomestocertificationstoday.TheUSGBC’smemberscompriseofpractitionersalongeverypointofthearchitecturalandconstructionvaluechain—fromdesignersandfurnituremakerstoarchitectsandrawmaterialsuppliers.EachlinkinthechaincontributestheirexpertiseonhowtomakeabuildingasGreenascanbe.©FutureThinkLLC|NewYork,NY|AllRightsReserved121|CertifiablyGreen:WhereWe’reHeadedGiventhesuccessthatcertainindustrieshavehadwiththird-partycertificationsandreportingstandards,we’relikelytoseeanincreaseintheiruseoverthenextfewyears.Organizationsacrossallindustriesmaybegintopartnerwithoneanotherandwithnon-profitandgovernmentalagenciestoestablishstandardsandcertificationswheretheydonotexisttoday.Thekeysuccessfactorforfuturecertificationswillbecoordination—carefulanalysisandaccountabilityacrossalllinksinanindustry’svaluechain.©FutureThinkLLC|NewYork,NY|AllRightsReserved131|CertifiablyGreen:WhatDoesItMeanForYou?1.Isyourorganizationmakingenvironmentalclaims?Howisitsupportingandreportingtheseclaims?Howcanyoualteryourgre