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Thank you for joining the Green Power Network webinar, Made with Renewable Energy: How and Why Companies are Labeling Consumer Products The webinar will begin shortly. Housekeeping. Audio Details: Dial: +1 (646) 307-1720     Passcode : 685-295-452

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  1. Thank you for joining the Green Power Network webinar, Made with Renewable Energy: How and Why Companies are Labeling Consumer Products The webinar will begin shortly.

  2. Housekeeping • Audio Details: Dial: +1 (646) 307-1720     Passcode: 685-295-452 Audio PIN: Shown after joining the Webinar • Participants are joined in listen-only mode. • Use the Q&A panel to ask questions during the webinar. • This webinar is being recorded. The slides and recording will be posted to http://greenpower.energy.gov.

  3. Presenters Jenny Heeter, National Renewable Energy Laboratory Orrin Cook, Center for Resource Solutions Laura Thompson, SAPPI Paper Angelika Pullen, WindMade

  4. Background • Presenting findings from NREL’s report, Made with Renewable Energy: How and Why Companies are Labeling Consumer Products • Authors: Deborah Baker-Brannan, Jenny Heeter, and Lori Bird http://apps3.eere.energy.gov/greenpower/pdfs/53764.pdf • Interviewed 20 companies involved with renewable energy product labeling

  5. Nearly 50 Companies Involved • Scope varies • Single product (e.g. Ziploc Evolve) • Product line (e.g. Cascades Tissue Group’s North River Brand) • All products (e.g. Intelligent Nutrients) • Business-to-business and business-to-consumer • Focus on products designed for the environmentally conscious consumer

  6. Communicating the Use of RE • On-product messaging • Imagery and statements • Logos

  7. Motivations for Promoting Products as Made with RE • Communicate to the consumer and enhance the image of the brand • Chuck Bennett of Aveda stated that the intention is “not to enhance sales specifically but rather to reinforce the overall environmental commitment of the brand.” • Product differentiation • Important for business-to-consumer sector, but some business-to-business labeling as well (e.g. Cascades Tissue Group)

  8. Motivations (continued) • Targeting environmentally conscious consumers • Companies may already be targeting “green” consumers • Following an existing industry trend • Companies interviews stated they were trendsetters, not followers • Price premium • Products did not earn a price premium

  9. Challenges with Product Labeling and Claims • Limited and competing uses of product real estate • Including too many competing messages can inundate and confuse the consumer, potentially diluting the brand and affecting sales. • Language and content • Imagery is an important component • Language can be difficult to keep up with (e.g. New Belgium Brewing) • Consumer recognition and understanding • Difficult to assess; some companies less concerned with consumer understanding

  10. Challenges (continued) • Product packaging costs • Relatively minor challenge; changes typically made in conjunction with other product/packaging changes • Cost of certification and program requirements • Minor challenge for most companies, though depends on how fees are structured • Products marketed internationally • Reduction in product real estate if text is in multiple languages

  11. Jenny Heeter National Renewable Energy Laboratory 15013 Denver West Parkway, MS RSF031 Golden, CO 80401 (303) 275-4366 http://greenpower.energy.gov

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