This presentation was given at the 2011 A Day in the Life Design Conference, held at Brown Center in the Maryland Institute College of Art (MICA), Baltimore, Maryland, on Saturday, April 9, 2011. What role should design and designers play in helping to solve the issues of the 21st century? What is our responsibility? Beginning from a high-level overview of sustainability principles and green design philosophy, the presentation walks its audiences through numerous tips, tools and resources that can be instantly implemented in a marketing department or a design practice.

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GREEN IS THE NEW BLACK
A Day in the Life Baltimore Design Conference
April 9, 2011, Baltimore, Maryland
Ida Cheinman
Principal and Creative Director
www.substance151.com
1Tuesday, April 12, 2011

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Design is the first signal of human intention.
As designers, we promote a positive vision of
the future, based upon the belief that many of
theenvironmentalproblemswefaceare,atroot,
design challenges.
—William McDonough
“ “
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GOOD?
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x 1.5+
make less, buy less
don’t throw away
assume personal
responsibility
design for durability,
produce less
design with the end
in mind
design with alternative
materials
REDUCE
REUSE
RECYCLE
CITIZEN DESIGNER
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WHAT IS OUR RESPONSIBILITY?
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Unless someone like you cares a whole awful lot,
nothing is going to get better. It's not.
—Dr. Seuss, The Lorax
“
“
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DESIGNER’S ROLE:
» Help sell stuff?
» Create change?
» Design new reality
8Tuesday, April 12, 2011

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UNDERSTANDING SUSTAINABILITY
Sustainability named one of the “jargoniest jargon” words of
2010 by Advertising Age
Three Pillars of Sustainability: Environmental/Social/Economic
» Environmental responsibility is the cost of entry
» Social purpose is having, and will continue to have, a greater impact on
the bottom line
PLANET PROFIT
PEOPLE
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LADDER OF AWARENESS
5 Mindset: “green” is in your DNA
4 Process: use social and eco lens
3 Tools: apps and calculators
2 Stuff: cool new papers and techniques
1 Marketing: “green” is hot!
10Tuesday, April 12, 2011

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BREAKING THE STAUS QUO
» Sell it to your boss, your team, your clients
UPSTREAM: VALUE vs. COST
» Work with vendors who share the same philosophy
DOWNSTREAM: REDUCE/ELIMINATE WASTE
» Educate yourself, your team and your clients
PERSONAL LEADERSHIP
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“SELLING” SUSTAINABILITY
» Brand Building. Future success in the marketplace will
require that companies be sustainable and have a social
purpose
» Stronger Employer Brand. Recruitment and retention of
top talent
» Investment Capital. Investors prefer investing in triple
bottom line* companies
* performance is measured based on economic value + environmental and social impact
12Tuesday, April 12, 2011

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HOW: THE BASICS
» View each project or action through a green lens
» Buy local, buy recycled and recyclable
» Print green, print double-sided, print less
» Switch to electronic invoicing, proofs and communications
» Bike to work, ride share, virtual meetings, telecommute
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STRATEGIES FOR GREEN MARKETING
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Green marketing is both marketing green initiatives
that your organization undertakes and doing it in an
environmentally sound way.
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CORPORATE STRATEGIES
» Pro bono work and community involvement
» Charitable contributions
» Responsible business practices
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MARCOM STRATEGIES
» Certifications and trustmarks
» Green marketing techniques
» Public-facing communications and campaigns
» Cause related marketing
» PR – traditional and social media
17Tuesday, April 12, 2011

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WHAT CAN YOU TALK ABOUT?
Your may be doing more than you think. Most common workplace practices:
» Company-wide recycling programs
» Telecommute/ride share/bike-to-work practices
» Greening your IT
» Fair employment practices
» Renewable energy or carbon offsets
» Community involvement
» Charitable giving
» Green building/office space
18Tuesday, April 12, 2011

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CREDIBILITY: AVOIDING GREENWASH
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green*wash: (n) Disinformation disseminated by an
organization so as to present an environmentally
responsible public image. Environmental whitewash.
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R
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R
ORGANIZATIONS
CERTIFICATIONS
TRUSTMARKS
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AVOIDING GREENWASH
Transparency: Truth and Nothing but the Truth
» Be clear and specific; use clear language
» Have a proof – any public-facing brand story must have proof behind it
» Do not exaggerate your company's efforts and successes
Authenticity: Aligning Promise with Practice
» Your brand is a promise delivered. Walk the talk. External claims must be aligned with
internal company practices.
23Tuesday, April 12, 2011

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TACTICS: PRINT COMMUNICATIONS
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Print materials, besides their primary purpose of
communicating your organization’s capabilities,
can also be used to communicate its environmental
commitment.
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» Environmentally conscious printing
» Environmentally responsible papers
» And, Yes, consider alternatives to print communications
PRINT (NOT DEAD – DIFFERENT)
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» Visit your company’s storage closet (landfill where all print
communications eventually go to die)
» Job planning: paper waste, inks, production techniques
(work with printer rep from the start)
» Use impact measurement tools and calculators as a part
of your decision-making process
(ex., Mohawk, Neenah, Green Leaf, re-nourish.com)
GREENER (SMARTER) DESIGN
27Tuesday, April 12, 2011

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28Tuesday, April 12, 2011

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pms # Barium
123 18 2
137 25 2
1375 32 2
151 39 2
1585 60 2
165 67 2
1655 81 2
172 94 2
Warm r ed 122 1
1788 118 1
185 114 1
192 110 2
213 34 136
259 69 952
2735 11 1010
286 8 1104
293 8 2003
300 7 3128
3005 7 3462
process Blue 7 3800
313 20 3707
3135 28 3644
320 41 3550
327 7 3325
3272 24 3675
3275 67 3363
3278 7 3090
g reen 76 3300
340 8 2851
3405 72 3096
PMS # Barium CopperCopper
347 8 2376
354 64 2680
361 10 1426
368 10 952
389 15 207
419 19 828
438 93 2063
445 88 2475
450 31 937
457 18 15
464 32 507
4625 44 3
471 53 15
492 100 712
499 105 1238
4975 73 519
506 100 712
513 22 961
5115 54 519
520 85 1239
5185 58 58
527 22 724
5255 8 736
534 81 2036
5463 5 2764
5535 57 2252
562 80 2990
569 79 3095
5747 20 603
Spot color inks contain relatively high levels of potentially hazardous metals
Parts Per Million Parts Per Million
SCORECARDS (via CELERY DESIGN COLLABORATIVE)
SUSTAINABILITY SCORECARD
PREFERRED
CAUTION
AVOID
+
!
SOURCE ENERGY IMPACTS DESTINY
Made from sustainably
harvested, renewable
resource; no known toxicity
Made with renewable
energy; very moderate
embodied energy
Fully recyclable; fully
compostable; reusable
Requires conventional or
hazardous waste landfill
Compatible with
incineration
Made with nonrenewable
energy; low embodied
energy
Made with nonrenewable
energy; high embodied
energy
Made from nonrenewable
resource; known toxic
impacts
Made from conventional
renewable resource
This is an abridged version of Celery’s Sustainability
Scorecard at the time of this writing. It is included here
to serve as a framework and a starting point for
assessing which materials and processes represent the
best choice in any particular situation. It is not intended
as an exhaustive or authoritative guide.
PAPER
INKSBINDERY
PLASTICS
PAPER INKS
BINDERYPLASTICS
Post-consumer recycled fiber Petroleum inks
Vegetable inks
CMYK pigments
Most spot pgiments
Metal containing spot pgiments
Mechanical bind (saddle stitch)
Mechanical bind (singer stitch)
Perfect bind (PUR hot melt)
Perfect bind (EVA hot melt)
Starch adhesive
Metallic pigments
Varnish
Aqueous coating
UV inks
Foil stamping
Pre-consumer recycled fiber
FSC certified virgin fiber
Conventional virgin fiber
Alternative agricultural fiber
Agricultural waste fiber
Plastic laminated paper
TCF/PCF bleaching
ECF bleaching
“Wind powered” paper
#1 PET
#2 HDPE
#3 PVC
#4 LDPE
#5 PP
#6 PS
#7 Other Plactics
Biopolymers (non-GMO)
Biopolymers (GMO)
SOURCE ENERGY DESTINY
SOURCE ENERGY DESTINY
SOURCE ENERGY DESTINY
SOURCE ENERGY DESTINY
© Celery Design Collaborative, November 2008.
29Tuesday, April 12, 2011

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ENVIRONMENTAL IMPACT OF PRINTING
printing 52%
paper 31%
ink 17%
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FSC-certified
Alternative fibers
Highest PCW content
PCF
Produced with alternative energy
GREENER PAPER
FIBER + WATER + ENERGY = PAPER
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GREENER PRINTING
» FSC-certified
» Waterless and UV printing – eliminates most of VOCs
(volatile organic compounds)
» Digital printing
» Vegetable-based inks
» Local
» With fair employment practices
32Tuesday, April 12, 2011

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www.substance151.com
FB ../substance151
@substance151
@idacheinman
IDA CHEINMAN
Principal and Creative Director
substance151
33Tuesday, April 12, 2011