As part of our eco-island series, Maureen Wilson of red Ballon Marketing, discusses how environmental issues are affecting businesses behaviour and attitude

1. Maureen Willson
Red Balloon Marketing
People with Small Feet

2. Survival - keep marketing £££££££££

3. Evidence of change in attitude and behaviour
Environment, transport, waste and recycling
• 75% population believe that recycling,
reduction in use of car/aeroplane travel will
impact on climate change
• Recycling of paper,glass and plastic has
almost doubled since 2001
• Environment is a top Government priority
• 72% are now using Energy efficient light bulbs
against 16% in 1993

4. Defra Statistics Continued
Attitudes to eco-friendly purchasing
• 52% recognised companies with environmental
ethics
• An effort to buy from local producers
• Fair Trade products were the best known
’brand’
• Biodiversity and farm animal welfare
awareness has increased substantially
• 2008 DEFRA behavioural research
• http://www.defra.gov.uk/evidence/social/behaviour/p
df/behaviours-jan08-report.pdf

5. Personal Values - Business ethos
• Personal Transport
• Homes Energy
• Homes Waste
• Homes water
• Conscious Eco-product purchase
Our ‘green’ behaviours!

6. Anita Roddick – Body Shop

7. What did she stand for?
Our Values and Campaigns
• The way we do business, the way we make products,
the way we source ingredients; we're different because
of our Values.
• Our Values
• We believe business can be both profitable and
responsible. This is the place to find out how we're
different.
Our Campaigns
• We believe we all have a responsibility to look after
each other. This is the place to find out how we stand
up for others, and how you can do it too.

8. Marketing issues or business ethos?
• What aspects of your business ethos
contribute to your green credentials?
• Consider your 2 most important
business/marketing issues – on your
marketing plan!
• Identify a company or individual that
you believe promotes the values that
you would like to

9. Shades of Green
How green is your business ?
Your values Impact (examples)
Business Ethos or statement Company Image
Management/staff Recruitment and retention improves
Environmental Policies Recycle, Waste Management, resources
Business processes Use fuel efficient delivery vehicles
Production processes No animal testing
Buying Policy Fair trade only (if applicable)
Marketing To like minded people
Legislation/procurement You are ready for the inevitable future
Home versus business principles The 2 are intrinsically linked

10. Eco Island Vision
"We want the Isle of Wight to become a world
renowned Eco-Island, with a thriving economy, a
real sense of pride and where residents and
visitors enjoy healthy lives, feel safe and are
treated with respect."

11. Know your audience
• Lives
• Works
• Visits
• Invests

12. Sustainability grows from Green Credentials

13. Business and community benefit
Beware the cynic !

14. Words of wisdom!
• What’s in it for me?
• Brutal simplicity
• So what factor!
• People only buy benefits

15. Will these Green credentials help?
• Carbon footprint
• Food miles
• Sustainability
• Life work balance
• CSR (Corporate Social Responsibility)
• Green credentials

16. Guide to Sustainable Tourism for Dummies ®
• Content includes a wide range of practical
solutions in areas such as:
• top ten energy saving tips
• recycling and composting
• improving water efficiency
• reducing packaging
• finding local suppliers
• encouraging customers to act sustainably
• promoting your green credentials
•

17. ??
Look at our household
names……..
- they are making sure
customers understand
the benefits of buying
their products

18. Just Innocent!

19. What does marketing mean to your business?

20. Starting an ethical business……
http://www.nus.org.uk/en/Student-Life/Ethical-Living/Starting-an-ethical-business/
What households spend on green products
The tide is definitely changing and there are opportunities for those who are
interested in being part of the new movement.
However, it’s no longer a niche market
•M&S’s ‘No Plan B’
•Toyota’s ‘Follow the bandwagon’ advertising for the Prius and
•Café Direct’s Fairtrade Coffee brand being encroached by Nestle’s
own ‘Fairly traded coffee’...
...are just a few examples of how big brands have seen the light (and the
consumer £s) and started to change the positioning of their products.
The question is how much good?
How can you start a business which, until recently, was the bastion of social
entrepreneurs and is now part of the marketing plans of multinationals that
can outspend the smaller guy?

21. As part of their 'lightbulb amnesty' B&Q
are giving away 2 free energy saving light
bulbs to each customer who brings in a
'traditional' light bulb for recycling this weekend.

22. What do people buy?

23. Ethical Money - www.moneyfacts.com
Ethical Money Guides
Our range of guides will help you find out more about global
warming, carbon offsetting, Fairtrade, saving energy, zero carbon
homes and much much more.
The Co-operative Bank
Ecology Building Society
Triodos Bank
Norwich and Peterborough Building Society
The Co-operative Bank – 15 years of making a difference
The Co-operative Bank were the first bank in the world to introduce a customer-led
Ethical Policy in 1992; and are still the only UK high street bank with a customer-led
Ethical Policy. When it comes to making a positive difference, they’re leading.

24. So can your credentials win you business?
Collaborative Marketing
Promote your environmental credentials and your approach
to a truly sustainable island with the tiniest carbon footprint
A small feet endorsement by all businesses

25. People have small feet on the Isle of Wight