1) To strengthen their brand by enhancing consumer trust and relevance through communicating sustainability efforts. 2) To meet rising consumer expectations about company sustainability performance and engage consumers in sustainable behaviors. 3) To build consumer loyalty by engaging consumers in sustainability initiatives that create enduring relationships.

1. Sustainability
Communication at
Point of Purchase
A Study of Innovative Practices
Sponsored by: Prepared by: Stratos Inc.
2009

2. Thanks
Industry Canada and Stratos would like to thank the following companies for
their participation in this study:
Sustainability Communication at Point of Purchase 2

3. Contents
1. Introduction
• Overview
• Findings Summary
p
• Scope
• Communication Approaches
• Participating Companies
2. Key Findings
• What, why and how companies are communicating about sustainability at
point of purchase
3. Tool
• Elements of a sustainability point of purchase communications approach
4. Appendices
• List of Participants
• References
5. Case Studies (refer to supplemental deck)
Sustainability Communication at Point of Purchase 3

4. INTRODUCTION
Sustainability Communication at Point of Purchase

5. Overview
• The markets for sustainable products have seen rapid recent growth.
• Consumers are demanding more sustainable products and more information
about these products so that they can make informed purchase decisions.
p y p
• While in light of the economic downturn this trend may be slowing, there is
strong evidence that sustainable products that provide consumers with longer-
term cost savings are still in demand.
g
• Strong sustainability performance and communication strengthens brand value
and supports the delivery of core corporate and retail business strategies.
• Effective point of purchase sustainability communication is becoming a core
component of sustainability disclosure, communications and marketing for retail
businesses.
• This report reviews the approaches of seven innovative companies and is
intended to provide guidance to other companies as they seek to develop and
improve communication of sustainability information at point of purchase.
Sustainability Communication at Point of Purchase 5

6. Findings Summary
• Communication of sustainability information at the point of purchase is evolving
as leading companies test a range of approaches and standards and best
practices emerge.
• Innovations in sustainability communication at the point of purchase include:
• Growing focus on linking product sustainability attributes to strong product
performance
• The development of coherent store- and company-wide approaches
• Improving simplicity in point of purchase messaging, and supporting
messages with in-depth use of supportive website stories and data
• The use of techniques to engage consumers in taking action to reduce
impact associated with the use and disposal of products
• Increasing emphasis on strong operational and product performance
improvements as a precondition of launching communication programs
• Increasing sophistication in the use of assurance to back up assertions about
operational sustainability and / or product sustainability claims
• In a time where there is significant pressure on costs, there is evidence that
point of purchase sustainability communication is cost-effective and is an
effective tool for engaging consumers and driving sales.
Sustainability Communication at Point of Purchase 6

7. Objective and Approach
Objective: To assist Canadian companies in their efforts to
communicate sustainability information at point of
purchase and adopt innovative practices.
Approach: Stratos used an interactive, interview-based approach to seek lessons
from seven innovative companies.
Methodology
Literature Selection of Focused
Review companies Interviews
Case Study
Development
Case Study
Results Analysis
Validation
Sustainability Communication at Point of Purchase 7

8. Scope of the Study
• A simplified view of the process
a prospective consumer uses Purchase Process
when making a purchase is
provided on the right. Typically, Recognize need / Gather information /
Purchase
steps include recognizing a want / dissatisfaction Evaluate choices
need/want/dissatisfaction,
gathering information, and
evaluating choices.
• To assist a consumer in makingk •Labeling
a decision at point of purchase, Communication •Packaging
companies use a variety of Media •Posters
communication approaches and •Displays
media which may include
y •Staff Interactions
•In-Store Catalogues
I St C t l
labeling, packaging, posters,
displays, staff interactions, and
in-store catalogues.
•Environmentally and
Sustainability socially preferable
yp
• This study explores Information product attributes
communication used at point of Communicated •Global environmental
purchase. It does not include and social issues
media such as websites and •Business performance
advertising.
Sustainability Communication at Point of Purchase 7

9. Point of Purchase Communication Approaches
STAFF
LABELING PACKAGING POSTERS DISPLAYS INTERACTIONS
CATALOGUES
• Any type of • Refers to the • Any signage • Any type of • Conversations and • Booklets that
symbol, image or composition of • Can be used three- product trials with provide detailed
wording packaging, i.e. throughout dimensional trained staff information about
describing post-consumer retail space visual • May be informal or products
sustainability material; • Benefits include: • May include planned • Provided in store to
attributes minimizing high impact and product samples, conversations, guide consumer
• Can be printed wrapping flexibility (can contextual cues, demonstrations, product selection
directly onto • Benefits include: be changed e.g. window workshops • Benefits include:
packaging or concrete periodically), display of empty • Benefits include: depth of
applied at point of representation of flexibility of plastic bottles for depth of information, information, ability
purchase commitment to location, can be recycling can be tailored to to compare
• Benefits include: sustainability tailored to program consumer, building of products, can show
high
hi h exposure reflect l
fl locall • Benefits i l d
fi include: consumer performance ratings
f i
time because interests depth of relationships
consumer takes information,
messaging home flexibility of
location, can be
tailored to reflect
local interests
Sustainability Communication at Point of Purchase 9

10. Participating Companies
Focused interviews were conducted with representatives of seven companies* in a
range of sectors, selected for their sustainability leadership and innovative
practices in sustainability communication.
COMPANY LOCATION DESCRIPTION
Manufacturer, Retailer – Consumer
Aveda United States and Global
Products (Beauty)
Retailer
Retailer– Consumer Products
Boots England
(Health & Beauty)
Retailer– Consumer Products
Canadian Tire Canada
(Auto, Sports, Home)
Retailer – Consumer Products Apparel
Products,
Marks & Spencer England
and Food
Retailer – Consumer Products
Mountain Equipment Co-op Canada
(Apparel and Sporting Equipment)
Manufacturer, M k t
M f t Marketer – C
Consumer
Procter & Gamble United States and Global
Products (Personal Care and Household)
Manufacturer, Marketer and Retailer –
Timberland United States and Global Consumer Product
(Footwear and Apparel)
* A complete list of interviewees is provided in Appendix A
Sustainability Communication at Point of Purchase 10

11. KEY FINDINGS
What, Wh
Wh t Why and How Companies Communicate about
dH C i C i t b t
Sustainability at Point of Purchase
Sustainability Communication at Point of Purchase

12. WHAT is Communicated to the Consumer at Point of Purchase
• At point of purchase, companies communicate to provide choice and to drive
consumer behaviour. The type of information communicated falls into four
focus areas, described below.
FOCUS DESCRIPTION
Product Information about the environmental and social
Attributes attributes of products.
Consumer
Choice
Operational Information about the environmental and social
Performance performance of broader corporate operations.
Product Information on how to reduce impacts during the
Lifecycle use of a product.
Consumer
Action
Global and Information about sustainability and the action
Community consumers can take.
Issues
Sustainability Communication at Point of Purchase 12

13. WHAT is Communicated to the Consumer at Point of Purchase
• All companies studied provide information to the consumer about product
attributes and product lifecycle.
• Communication in the product lifecycle category is of particular interest to the
study companies as it is seen to drive consumer engagement. There is
engagement
significant innovation in approaches in this area.
FOCUS
Product
Attributes
Consumer
Choice
Operational
Performance
Product
Lifecycle
Consumer
Action
Global and
Community
Issues
Sustainability Communication at Point of Purchase 13

14. WHAT is Communicated to the Consumer at Point of Purchase?
• Companies communicate at the point of purchase on a range of sustainability
issues. The most common of these issues include:
• Climate change and energy: lifecycle energy consumption product carbon
consumption,
footprint, energy saving in product use
• Sourcing: ethical and environmental standards applied in sourcing related
to human rights fair trade
rights,
• Chemicals: safety of content, natural materials, organic, excluded
chemicals
Sustainability Communication at Point of Purchase 14

15. WHAT – CASE STUDY
Timberland’s Nutritional Label HIGHLIGHT
Timberland Nutritional Label
• Timberland uses a nutritional label
printed on product boxes to
communicate about:
• Its impact on the climate, i.e. use of
solar, wind and water energy to
power its factories.
• The percentage of its footwear that
use alternatives to P C plastic
V plastic.
• Its total use of renewable, organic
and recycled materials.
• The number of trees planted in a
given year.
NOTE: For further details of what study companies communicate, refer to the individual case studies.
Sustainability Communication at Point of Purchase 15

16. How Companies Decide WHAT to Communicate
• Study companies use a range of approaches to determine what issues to
communicate about and how to communicate about those issues to the
consumer at point of purchase including:
• strategic performance areas
t t i f
• stakeholder engagement
• lifecycle analysis
• market research
• issue profile
• The following slide provides further details of how the approaches are used.
• All companies identified the need for clarity and coherence of sustainability
messaging across the retail operation and within corporate messaging.
• F
Focusing on a small set of priorities is vital to ensuring impact of messages
i ll f i ii i i l i i f
and minimizing confusion and consumer “overload”.
Sustainability Communication at Point of Purchase 16

17. How Companies Decide WHAT to Communicate
METHOD DESCRIPTION STUDY EXAMPLE
Strategic • Aligns communication topics with corporate Timberland communicates topics (climate
Performance performance objectives change, chemicals, resource consumption)
Areas • Benefit(s): upper management and / or Board of which were identified by the responsible
Director buy-in board committee and through external
stakeholder engagement activities.
Stakeholder • Aligns communications with stakeholder
Engagement expectations
• Benefit(s): interactivity, allows for testing of
communication messaging
Lifecycle • Maps sustainability issues against value chain M&S used a lifecycle analysis to identify
Analysis and prioritizes issues based on impact the areas of greatest impact along its
• Benefit(s): aligns communications with areas of value chain and areas where consumers
greatest impact for company and / or consumer; could take action.
identifies areas in which consumer action would
be most valuable; identifies baseline against
which improvements can be communicated
Market • Aligns communications with market Canadian Tire used market research to
Research expectations identify carbon management as the area
• Benefit(s): provides detail by consumer about which consumers were most
segment / target markets interested in receiving
information/ take action.
Issue Profile • Aligns communications with issues of high public Aveda often links areas in which
awareness consumers are likely to take action
• Benefit(s): identifies areas in which consumers to its communication messaging, e.g.
want to take action, increasing consumer using renewable energy.
engagement and brand relevance.
t db d l
Sustainability Communication at Point of Purchase 17

18. How M&S decides WHAT to Communicate CASE STUDY
at Point of Purchase HIGHLIGHT
• M&S conducted a lifecycle analysis to map
sustainability issues against value chain
Sample Heat Map
activities. Plotting the results in a simple
“heat map” can help identify areas of
heat map
greatest impact.
MANUFACTURING
• M&S identified areas where consumers
could impact value chain sustainability
TRANSPORT
performance and developed point of
f dd l d i t f
S U P P LY
purchase messaging around those issues.
R E TA I L
USAGE
• For example, the analysis showed the
strong impact of recycling clothing. M&S
partnered with OXFAM and as of March, WASTE
2008, over 80,000 people donated their
clothing to the organization. Donors were GHGS
given a £5 voucher to use at M&S, 55% of CHEMICALS
which were redeemed. When similar
vouchers were mailed to consumers, the LABOUR
redemption rate was only 5%
Low Med High
Impact Impact Impact
NOTE: For further information on how companies decide what to communicate, refer to the individual case studies.
Sustainability Communication at Point of Purchase 18

19. WHY Communicate about Sustainability at Point of Purchase
• Study companies identified a range of
rationales for their decision to
communicate at point of purchase about
sustainability. Corporate
C t
Brand
• While there were mixed opinions about
product differentiation as a driver for
sustainability communication there was
communication,
very strong agreement among study
companies that such communication Consumer Consumer
Loyalty Expectations
drives brand value.
• Ensuring that this activity results in
improved sustainability performance is
vital to credibility and in some cases Sustainability
compliance with advertising codes.
l h d d Communication
C i ti
Sustainability Communication at Point of Purchase 19

20. WHY Communicate about Sustainability at Point of Purchase
DRIVER BUSINESS CASE STUDY EXAMPLE
Brand Strengthening brand Aveda’s communication about the sustainability
relevance and trust. attributes of its products enhances its brand
which is associated with natural and organic
products.
products
Consumer Delivering on consumer As providers of pharmaceutical products,
Expectations expectations for corporate trust is fundamental to Boots.
sustainability performance
performance. Communication on sustainability efforts is part of
building that trust.
Consumer Engaging consumers in When M&S offered five pound vouchers to
Loyalty
L lt sustainable change can
t i bl h consumers who recycled clothing with OXFAM,
h l d l thi ith OXFAM
create enduring consumer the redemption rate was significantly higher than
relationships. when similar
vouchers were mailed to consumers.
Product Providing clarity on MEC’s sustainability logo informs consumers of
Differentiation sustainability attributes of products that have attributes that comply with
products can provide a point certain sustainability criteria.
of differentiation from
standard offerings.
Sustainability Communication at Point of Purchase 20

21. WHY Communicate about Sustainability at Point of Purchase – cont’d
DRIVER BUSINESS CASE STUDY EXAMPLE
Increased Increased consumer interest The growth of Canadian Tire’s Blue Planet
Sales in sustainable products can “environmentally preferred “ line is
translate to rapid growth of better than average business growth.
sales of products with clear
p
sustainability characteristics.
Operational Efforts to robustly Boots’ work with Carbon Trust to assess the
Efficiencies understand and communicate carbon footprint of two shampoos
sustainability performance revealed areas for operational
can reveal operational improvements across similar products.
efficiencies.
Changing Communicating effectively on Society’s understanding and appreciation of the
societal current social and planet’s water resources is growing. Aveda built
and market environmental challenges its campaign promoting the sustainable use of
expectations helps maintain the currency water to complement this market expectation.
and relevancy of the brand.
Improve value Informing consumers about P&G conducted a lifecycle analysis and found that
chain
h i actions th
ti they can take to
t k t use of laundry detergent i th h
fl d d t t in the home had the
h d th
sustainability reduce their environmental greatest energy impact of all its products, and so
performance footprint can improve the created Tide Cold Water.
overall sustainability
performance of a value chain,
helping meet corporate
objectives
Sustainability Communication at Point of Purchase 21

22. WHY Canadian Tire CASE STUDY
HIGHLIGHT
Communicates about Sustainability
• Canadian Tire builds its point of purchase sustainability
communication to deliver on four primary business
objectives:
• Consumer expectations;
p ;
• Corporate brand;
• Sales growth; and
• Consumer loyalty.
• Over the past five to ten years, Canadian Tire has seen
a growing interest from the public and its consumers in
“environmentally preferred” product options. It
considers meeting these needs critical to its business
success.
• Canadian Tire recognizes its consumers expect that it
g p
will “do the right thing”. Meeting this expectation is a
key component of their approach to building long term
consumer relationships.
• Active point of purchase communication reinforces this
trust.
trust
• The Blue Planet Line is achieving sales growth that is
greater than average, when compared to other
Canadian Tire lines.
NOTE: For further details on WHY study companies communicate about sustainability, refer to the individual case studies.
Sustainability Communication at Point of Purchase 22

23. HOW Companies Communicate at Point of Purchase
• Study companies use different media to communicate sustainability information at point of purchase.
purchase
Some of the common approaches used include: labels, packaging, posters, displays, staff interactions and
catalogues.
• Labels: effective display of points of difference in products
• Packaging: concrete representation of a company’s commitment to sustainability performance
• Posters & Displays: flexibility to reflect current trends and hot topics
• Staff interactions: enable consumer engagement and answering specific questions
• Catalogues: allow for product comparison, provide depth / detail to communicate lifecycle issues
MEDIA
Labels
Packaging
Posters
Displays
i l
Staff
interactions
In store
In-store
catalogues
Sustainability Communication at Point of Purchase 23

24. HOW MEC Communicates about CASE STUDY
HIGHLIGHT
Sustainability
• MEC has designed its own product sustainability
symbol that is applied to the product during its
manufacture. The symbol indicates products
that contain organically grown cotton blend (at
least 50%) or organically grown cotton (at least
100%), recycled polyester content (at least
50%) or that are completely P C-free.
V
• MEC makes use of posters and displays to
communicate both its operational performance
and global and community issue areas. For
example, signage th
l i throughout the retail space
h t th t il
guides consumers on a tour highlighting the
stores sustainability design features, e.g. solar
panels, environmentally preferable construction
materials, etc.
• MEC-brand products are packaged using low
material volumes and recycled content wherever
possible. Recently, MEC reduced the thickness
of cardboard stock used for packaging.
• Th MEC catalogue, (available in-store), i
The t l ( il bl i t ) is
leveraged to deliver sustainability messages, e.g.
a recent copy featured a two-page spread called
“The Power of Choice”, highlighting ways in
which MEC and its consumers can make a
positive impact on the environment.
Sustainability Communication at Point of Purchase 24

25. TOOL a Sustainability Point of Purchase
Elements of
Communications Approach
Sustainability Communication at Point of Purchase

26. Overview
• This section presents a tool to
Link
assist companies in the Get Basics Right Find Right Tone Communication
development of robust point of Channels
purchase sustainability
h t i bilit
communication.
Determine
Business & Simplify Track
• It is designed to provide Communication Messaging Performance
communicators with practical Objectives
guidance, insight and options
as they develop and improve
Develop
point of purchase sustainability Communications
Increase Improve
Engagement Performance
communication. Approach
• The flow diagram to the right
provides a high-level overview Ensure
Coherence of Ensure Accuracy
of the tool, which is explained Communication
and supported in more d
d d detail in
l
the coming section.
Sustainability Communication at Point of Purchase 26

27. Get the Basics Right
• Communication on sustainability is most effective and credible
when approached from a platform of strong operational and
product sustainability performance. Determine
• Determine issues of primary (material) importance, where Material
pe o a ce
performance improvements deliver most value and impact.
p o e e ts de e ost a ue a d pact Issues
• Key tools include materiality analysis, stakeholder
engagement and lifecycle analysis. (Refer to slide 30 for more
detail).
• Segment your sustainability action plant to identify: Improve
• A
Areas requiring action with supply chain partners
i i ti ith l h i t Performance
• Areas requiring technical fixes
• Product sustainability improvements
• Key consumer impacts.
Gain
• Get assurance that systems managing performance Assurance
improvements are robust. External support such as auditors,
consultants and NGOs can provide valuable support.
• Incorporate sustainability into the design of products, services
and operations
operations.
• The bottom line? Have a solid plan to improve performance in Communicate
place before going public with point of purchase messaging.
Sustainability Communication at Point of Purchase 27

28. Determine Business and Communication Objectives
• Communication is most effectively delivered if there is a clear understanding of
the business objectives and the specific impact sought from the point of
purchase communication.
• Objectives for point of purchase sustainability communication programs might
include:
• Differentiating products
• Reducing sustainability impacts associated with product use
• Reinforcing a sustainability brand
• Reflecting current sustainability concerns
• Increase sales
• A full breakdown of potential business drivers and example strategies is provided
on slide 20.
Sustainability Communication at Point of Purchase 28

29. Develop Communications Approach
• Once business and communication objectives are determined, identify:
• the sustainability issues on which to focus at point of purchase;
• the focus of point of purchase communication (product attributes,
operational performance, product lifecycle, and global and community
issues), and;
• which communication media to use.
Detailed information on these aspects can be found in the “What, Why and How”
section of this report, specifically slides 12 through 17.
Sustainability Communication at Point of Purchase 29

30. Ensure Coherence of Communication
• Important sustainability communication messages can be lost or diluted if not
supported by a coherent, store-wide experience. Key considerations include:
• Ensuring staff can speak knowledgably about sustainability of different
products.
• Ensuring that packaging is appropriately optimized and is designed with
sustainability i mind.
t i bilit in i d
• Ensure the approach to high visibility areas and items like catalogues,
lighting and displays are designed with sustainability in mind.
• Ensuring store-wide rigor in identifying impacts. E.g. If one item is labeled
as being air freighted, you must ensure that all other non-labeled products
in the store is not.
t e sto e s ot
Sustainability Communication at Point of Purchase 30

31. UK and USA based
Ensure the Accuracy of Communications surveys show that nine
out of ten people are
• With the rapid growth in volume of sustainability “skeptical about green
skeptical
or climate change
information, there is real and increasing skepticism
information from
among consumers and stakeholders. companies and
• Avoiding the promotion of false or misleading governments”.
sustainability information is critical to ensuring
EXAMPLES OF
credibility.
CLAIMS REQUIRING
• Check: JUSTIFICATION
• Data: Ensure the accuracy of the data being presented in • Eco-friendly
sustainability claims, e.g. Aveda’s claim of being “the first beauty • Natural
company manufacturing with 100% wind power” • Non-toxic
• Language: Ensure that the language used in a claim is credible, • Green
objective, easily identifiable and understood by consumers. • Pollutant-free
• Implications: what are you inferring about the performance of • Carbon-neutral
other products • Ethical
• Distinguish your communication • Fair
• Recyclable
• Strictly apply guidance such as CSA & Competition Bureau’s • Low-impact
Environmental claims: A guide for industry and advertisers • Environmentally-friendly
• Use your internal experts to verify statements e.g. lawyers,
statements, e g lawyers • Energy efficient
E ffi i t
auditors • Low carbon
• Apply the same standards to information used in other • Not tested on animals
communication channels e.g. television and radio advertising, • Organic
website, sustainability reporting etc. • Biodegradable
• Zero carbon
• Zero waste
Sustainability Communication at Point of Purchase 31

32. Increase the Level of Consumer Engagement
• The greater the level of engagement of consumers in delivering improved
sustainability performance, the greater the returns to companies, particularly in
terms of brand value and consumer retention.
• Look for opportunities to engage your consumers directly in improving
performance. Create feedback loops to bring consumers back to your products
and stores.
“Involve me”
(e.g. consumer lifecycle actions like M&S’ promotion of
clothing recycling)
BUSINESS
“Prove it to me”
(e.g. third party certification for Boots by the Carbon Trust)
VALUE
“Show me”
(e.g. Aveda’s sustainability stories)
“Tell me”
(e.g. in-house labeling like MEC’s sustainability label)
ENGAGEMENT
Sustainability Communication at Point of Purchase 32

33. Keep Messaging Simple
• Consumers are flooded with messages at the point of purchase. For
sustainability messages to be heard and understood, there needs to be:
• Clarity on the one to five key messages
• Simplicity of language and concepts
• Real, rather than abstract concepts
• R
Repetition of messaging
titi f i
• Concrete action points for consumers
• For example, out of 100 performance areas in their Plan A of commitments, M&S
only communicates about five to ten at point of purchase, while Aveda picks two
or three key messages and highlights relevant product offerings.
• Whatever issues are being communicated, study companies comprehensively
identified simplicity of messaging as being key to a successful sustainability
communications program.
i i
Sustainability Communication at Point of Purchase 33

34. Find the Right Tone
• The tone of sustainability messaging can have a huge impact on consumer
response. Consumers react adversely to a “preachy” or “finger-wagging” tone.
• Messaging that provides consumers with simple ways to take action is a valuable
part of a communications campaign.
• Important aspects of tone include:
y
• Humility
• Transparency
• Credibility
• Commitment to future action
• Solutions-orientation
• The tone of sustainability messaging should also resonate with brand, and be
consistent with corporate strategy and sustainability performance targets.
Sustainability Communication at Point of Purchase 34

35. Link Point of Purchase Messaging to Other Communication Channels
• Coherence between communication channels is a key to credible sustainability
messaging.
• Advertising: ensure coherence of point of purchase with broader branding
and marketing activities.
• Website: Use the web to provide details, data, stories and more
information to support communication.
• Provide proof points for each sustainability-related communication
• Educate the consumer about product-related and broader
sustainability issues
• Provide the consumer with opportunities to take action
• Include supportive information on the strength of corporate activities
• Give the consumer opportunities for comment or feedback
Sustainability Communication at Point of Purchase 35

36. Track your Performance
• Understanding and DRIVER MEASURE
monitoring the success of • Consumer brand awareness
Brand
communication activities is • Perceptions of sustainability of brand
vital to delivering effective Consumer
• Consumer feedback
Expectations
programs
• Degree of consumer participation in
communication program (e.g. number
Consumer Loyalty
)
of vouchers redeemed)
• Align measures to provide
insight into the delivery of Product
• Compare sales growth of sustainable to
business objectives Differentiation
standard product offering
• Return on investment and Increased sales • Sales
brand value contributions
Operational
are very difficult to Efficiencies
• Dollars saved
monitor, creative and
Changing societal
innovative approaches are and market • Brand relevance
required. expectations
Improve value chain
• Value chain greenhouse gas emissions
sustainability
• Value chain water consumption
performance
• Value chain waste
Sustainability Communication at Point of Purchase 36

37. Use Point of Purchase Sustainability Communication to Maximize
Sustainability Performance Improvements
• Improving performance is a core objective of businesses communicating
sustainability at point of purchase and is vital to credibility of initiatives.
• Maximize the sustainability benefits by:
• Using lifecycle analysis to identify opportunities for operational efficiency
g y y y pp p y
• Involving your supply chain
• Driving consumers to products with improved sustainability attributes
• Improve consumer use of products
• Improve consumer disposal and recovery of end of life products
Sustainability Communication at Point of Purchase 37

38. APPENDICES
Sustainability Communication at Point of Purchase

39. Appendix A: List of Participants
COMPANY CONTACT TITLE
Aveda Chuck Bennett VP of Earth and Community Care
y
Boots Richard Ellis Group Head CSR
Canadian Tire Jason Kane Manager, The Environment
Marks & Spencer Mike Barry Head of Corporate Social Responsibility
Mountain Equipment Co-op Esther Speck Director Sustainability
Proctor & Gamble Lee Bansil Director, External Relations
Timberland Beth Ginsberg Holzman CSR Strategy and Reporting Manager
Sustainability Communication at Point of Purchase 39

40. Appendix B: Useful References and Further Reading
1. Carbon Trust. Case Study CTS053 – Working with Boots. Product carbon
footprinting in practice.
2. CSA & Competition Bureau. Environmental claims: A guide for industry and
advertisers. 2008.
advertisers 2008
3. Futerra. Greenwash: Annoying or dangerous?
4. Forum for the Future. Eco-promising: communicating the environmental
credentials of your products and services. April 2008.
5. Research Network for Business Sustainability. Knowledge Forum on Socially Conscious
Consumerism. February 2009.
6. UNEP. Talk the Walk. Advancing Sustainable Lifestyles through Marketing and
g y g g
Communications. 2005.
7. Michelle Warren. Environmental disaster. Marketing, 113(7), 23-24. April 2008.
8. Annual Reports of all study companies.
Sustainability Communication at Point of Purchase 40