Environmental Sustainability—Interpreting Trends to Build an Informed Strategy
April 2009
View the Archived Presentation Now
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| Sponsored by ICF International and NMI |
The environmentally-aware consumer market has never been bigger, and continues to grow in spite of the recent economic downturn. For companies who want to enter this market or increase their market share, how do they start or grow a sustainability initiative that resonates with environmentally conscious consumers?
In this webinar, Gwynne Rogers of the Natural Marketing Institute, a leader in market research and marketing strategy for the "LOHAS" (Lifestyles of Health and Sustainability) market, discussed current trends in customer attitudes toward corporate social responsibility (CSR) efforts, as well as the growing awareness of customers to a company's carbon footprint and communications about corporate climate strategies.
Senior Manager Rahul Young and Manger Jonathan Jordan, both of ICF, presented approaches on how companies can respond to aligning corporate sustainability programs with customer environmental concerns, including strategies for launching a corporate sustainability program and strategies to determine the full environmental impact of their products (through life-cycle analysis), their supply chain, and their corporate communications.
Featured Speakers
Gwynne Rogers—LOHAS Business Director
Ms. Rogers' specialty, strategic analysis and planning for LOHAS related organizations, evolves from her Master's in Environmental Management and MBA from Duke University, which built off of previous experience in environmental consulting serving organizations such as the U.S. Department of Energy, Pitney Bowes, and the U.S. Environmental Protection Agency (EPA).
Since joining NMI in 2002, Ms. Rogers has worked with a wide variety of clients in the U.S. and around the world, including Ben and Jerry's, Aveda, Aramark, DuPont, Ford, Honda, Kimberly Clark, Pulte, and EPA (Energy Star). She is an expert in understanding how consumers (of all types) approach sustainability and incorporate it into their lives. She uses this expertise to assist clients in understanding what the sustainability-related opportunities are for their brands.
She is a frequent speaker at many industry events and conferences, including the LOHAS Business Forum, the Sustainable Packaging Forum, Sustainable Brands, and Good & Green. Additionally, her expertise is regularly utilized by a range of media sources, including The Washington Post, and she writes articles regularly for trade publications.
Rahul Young—Senior Manager in ICF's Climate and Sustainability Strategy Practice
Rahul Young is a Project Manager in ICF's San Francisco office, and a LEED Accredited Professional. He currently manages the office's private-sector carbon strategy practice and is leading projects in renewable energy new business models and corporate building energy efficiency. Mr. Young has more than ten years of experience in green building, residential multi-family and single-family development, green building policy design, energy efficiency program design, and city government administration. Mr. Young served as the City of Berkeley, CA's Green Building Coordinator, designing and implementing the city's LEED Green Building Ordinance, overseeing the greening of municipal and private-sector developments, and directing green building education and outreach events.
Mr. Young co-founded and chaired the Bay Area Build-It-Green Public Agency Council, an organization dedicated to bringing Northern California local governments together to work collaboratively to develop green building throughout the state. While working at WorldBuild, Inc., with David Gottfried, Founder of the U.S. Green Building Council, Mr. Young managed the greening of more than 20 building projects, including the City of Santa Monica's Public Safety Facility, the State of California's East End Complex, and the Headquarters of the California Environmental Protection Agency. He was the primary author of the California Integrated Waste Management Board's Sustainable Building Implementation Plan, the founding document of the agency's green building policy efforts. Mr. Young has also served on the Board of Directors for the Sacramento chapter of Habitat for Humanity International.
Jonathan Jordan—Manager in ICF's Strategic Communications Practice
Jonathan Jordan has nearly a decade of communications experience with particular expertise helping clean technology, non-profit, and internet security companies meet their strategic business and public affairs goals. He has led energy efficiency, environmental, and internet security communications initiatives that have affected change at both the city and state levels and across countless other influential bodies. He has deep expertise in the implementation and ongoing management of campaigns across a variety of disciplines including energy efficient lighting; war veteran support; and internet safety and international trade. In addition to the full suite of communications strategies and tactics, Jonathan is a passionate and expert media relations and public relations expert with a keen ability to engage national, regional, local, and on-line/new media to earn winning coverage for clients. Mr. Jordan has a Bachelor of Arts in Psychology from Duke University.