NatGeo TrueGreen

Slide1: 

Stephen Giannetti Sr. VP & Group Publisher, National Geographic Magazine Group and Online

The Green  Landscape: 

The Green Landscape Green Power Empowered by the Consumer National Geographic Society Leading by Example Communicating Green Leveraging our Brand

Green PowerEmpowered by the Consumer: 

Green Power Empowered by the Consumer

Buying Responsibly to be “Green”: 

Buying Responsibly to be “Green” Consumers are aspiring the double pay-off of exclusive experiences while supporting guilt-free and eco-friendly goods and services... It’s not enough to have it all, in terms of products that do good things. Consumers also want to feel better about what they have. Source: Media Post Publications, “Natural Marketers Can Strike Gold With ‘Selfish’ Green,” June 25, 2007

The Evolution of Green: 

The Evolution of Green Moving Up (1940s - 1960s) Resource Source: DYG, May 2007

The Evolution of Green: 

The Evolution of Green Moving Up (1940s - 1960s) Resource Moving Out (1960s - 1970s) Issues Source: DYG, May 2007

The Evolution of Green: 

The Evolution of Green Moving Up (1940s - 1960s) Resource Moving Out (1960s - 1970s) Issues Quality of Life (1980s - 1990s) Luxury Source: DYG, May 2007

The Evolution of Green: 

The Evolution of Green Moving Up (1940s - 1960s) Resource Moving Out (1960s - 1970s) Issues Quality of Life (1980s - 1990s) Luxury Valuable Life (Now) Fabric Source: DYG, May 2007

The Valuable Life: 

The Valuable Life Goal: To add meaning to life - to be significant Social Values: Have an impact - on others, on the future, on yourself Make every moment count Thoughtful sacrifice Personal responsibility Source: DYG, May 2007

Why not have an impact on the environment?: 

Why not have an impact on the environment? More awareness More living with consequences More opportunities to act Source: DYG, May 2007

Being Good, Doing GoodThe Starting Point of a Valuable Life - And A Better Environment: 

Being Good, Doing Good The Starting Point of a Valuable Life - And A Better Environment Definition: Factoring doing what’s right into daily activities and lifestyle Source: DYG, May 2007 The environment provides many opportunities: Don’t litter Recycle Switch to compact fluorescent light bulbs (CFLs) Drive a low-emissions vehicle Buy organic food

Why “Be Good, Do Good?”Smaller Goals Yield Greater Rewards: 

Why “Be Good, Do Good?” Smaller Goals Yield Greater Rewards NEW Approach to Environmentalism Protect myself, my loved ones, community from environmental threats Source: DYG, May 2007 Examples Save the whales! Save the rainforests! Patch the ozone hole! A daunting task! Examples Serve organic food at dinner table Clean up neighborhood trash Conserve energy Buy a hybrid vehicle Well within reach! OLD Approach to Environmentalism Big goals Global outlook

Well Within Reach: 

Well Within Reach Renewable Energy Natural and Organic Foods & Beverages Personal Care/Beauty Care Household Products Socially-Responsible Investing Hybrid Transportation Eco-Travel Energy-Efficient Electronics and Appliances Corporate Social Responsibility Environmentally-Friendly Packaging Organic/Eco-Apparel Alternative Medicine Green Building and Design Lifestyles of Health and Sustainability (LOHAS) Includes a wide range of industries/topics: Source: The LOHAS Consumer Trends Database™ © The Natural Marketing Institute, 2006

Valuable Life ConsumersDistinctly unique attitudes and behaviors: 

Valuable Life Consumers Distinctly unique attitudes and behaviors Fully-committed Consumer Dedicated to personal and planetary health Make environmentally-friendly purchases Buy green products, support advocacy programs, and are active stewards of the environment Supportive Consumer Focused on natural and organic consumer-packaged goods Not as politically committed to the environmental movement Not particularly driven to green and eco-friendly durable goods Source: The LOHAS Consumer Trends Database™ © The Natural Marketing Institute, 2006

“Green” Going Mainstream: 

“Green” Going Mainstream In the U.S. alone, the LOHAS lifestyle represents $228.9 billion in annual spending with anticipated increases of at least 10% per year. 41% of the population (U.S. adults) is either a Fully Committed or Supportive Consumer - an increase of 3% from 2005 Shifting focus to all aspects of life, not just organic food, light bulbs, or natural medicines Identified by behavior first, then attitude; NOT demographics Source: The LOHAS Consumer Trends Database™ © The Natural Marketing Institute, 2006

National GeographicLeading by Example: 

National Geographic Leading by Example

Slide17: 

National Geographic has long been the voice of conservation for the planet. For generations, we have served as a window to the world, educating readers about nature, geography, distant cultures, and important issues that affect us all. Our mission has always been to inspire people to care about the planet. Never has that mission been more critical than it is today. “Conservation has been at the core of National Geographic’s DNA throughout its 119-year history.” - National Geographic Society President John Fahey

Slide18: 

Source: Media Post Publications, “Consumers Seek Authenticity in Cause-Related Marketing,” July 10, 2007 Consumers increasingly turning the expectation of supporting a cause, on their employers. A powerful strategy on employee morale – recognizing the importance of employees as “brand ambassadors” About 72% think their employers should do more to support a cause or social issue compared to 52% in 2004

Goal of Green Initiatives: 

Goal of Green Initiatives NGS should be a leader in environmentally- sustainable practices, doing all it reasonably can to “walk the talk” and thereby have credibility in communicating the message to others. We can do this by: Reducing our carbon footprint Implementing environmental sustainability in operations and practices

Leading by Example: 

Leading by Example In 2003, the National Geographic Headquarters building complex was the first existing office complex to become “green” certified by the U.S. Green Building Council. In 2005, the building converted to 100% wind energy to power its electrical needs, which earned a position in the elite EPA Green Power Leadership Club in 2006. Awards 2002 Natural Energy Resources Organization Energy Efficiency Award 2003 U.S. Green Building Council Leadership in Energy and Environmental Design Award 2006 EPA Green Power Leadership Award EPA Climate Leaders Award

Facilities: 

Facilities Committed to an audit, which will help us identify carbon-reducing opportunities in the way we operate our building complex Retrofitted the main building of HQ with CFL bulbs Vastly improved recycling in the Cafeteria, and good recycling practices are being implemented in satellite offices Raised staff awareness of environmentally-sustainable issues and practices in week-long education campaign in advance of Earth Day. Awareness campaign also extended to satellite offices and our international partners.

Printing Processes: 

Printing Processes Use of enviro/tech inks substituting a portion of petroleum with soy, corn and linseed oils and no use of heavy metals Reduced emissions with a printing system that achieves a 99% cleanup Recognition by the EPA ranking for our printing facilities as the best performing in the industry for minimizing emissions Moving toward higher percentage of recycled fiber in paper sources

Employee Involvement: 

Employee Involvement Green Task Forces Green Editorial Task Force Employee Green Pledge Green Speakers Recycling Centers

Carbon Reduction: 

Carbon Reduction Annual impact of the Society’s Conservation initiatives amounts to: 2.5 million fewer kilowatt-hours 4.7 million fewer gallons of water 1.3 million pounds of recycled material

Carbon Reduction Practices What we are asking of managers is to lead by example,urging their staff to support these efforts, as well as:: 

Carbon Reduction Practices What we are asking of managers is to lead by example, urging their staff to support these efforts, as well as: Participate fully in recycling efforts Turn off computers at night Don’t print out documents unless necessary, and then use the two-sided option (eventually this will become the default setting on all network printers) Minimize use of paper/plastic products, such as disposable water bottles Look for alternative transportation options Encourage employees to volunteer where possible

Next Wave: 

Next Wave Building audit findings will help us identify other opportunities for improvement A team is working with World Wildlife Fund to determine best practices (e.g. Carbon issues, Mass mail issues, and more) WWF has recognized scientists on its staff that are experts on carbon issues A team is developing a new Green Page on Intranet site that will be a resource on all things “green” for National Geographic including committee updates, tips of the week, links to activities, and a suggestion box

Communicating GreenLeveraging Our Brand: 

Communicating Green Leveraging Our Brand

Our Global Mission: Inspiring People to Care about the Planet: 

Our Global Mission: Inspiring People to Care about the Planet Since 1888, we've traveled the Earth, sharing its amazing stories with each new generation. The Society's Mission helps Support critical expeditions and scientific fieldwork Encourage geography education for students Promote natural and cultural conservation Inspire audiences through new media, vibrant exhibitions, and live events

Missions Projects: 

Missions Projects 2007 Conservation Expeditions Polar explorer Will Steger's Global Warming 101 Expedition Conservationist J. Michael Fay's California Redwoods Megatransect Visions of a Sustainable World Innovative, solutions-based program designed to create vision and pathways toward sustainability led by National Geographic Fellow, futurist Andrew Zolli. Explorers Symposium An annual gathering of the brain trust of National Geographic—our 13 Explorers-in-Residence, 10 Emerging Explorers, and 4 Fellows—to share their work and vision for a sustainable future 2007 participants included oceanographer Dr. Sylvia Earle, environmental crusader David de Rothschild, and paleontologist Meave Leakey.

Missions Projects (cont.): 

Missions Projects (cont.) Climate Change National Geographic's year-long radio series debuted in May, 2007 In partnership with National Public Radio. Environmental Film Festival Featuring 115 films from 25+ countries around the world National Geographic is a venue host for this important annual festival

Conservation Trust: 

Conservation Trust Established in 2001, and dedicated to the conservation of the world's biological and cultural heritage Funding innovative solutions to issues of global concern BioBlitz: 24-hour event in which teams of scientists, volunteers, and community members join forces to find, identify, and learn about as many local species as possible with the NPS. In 2007, they found 666 unique species, plus several more not yet identified. Photo Camp Uganda: Exhibit showcasing the work of teenage refugees who were given cameras to document their lives in the camp. They took thousands of photographs under the guidance of NG photographers

Sustainable Travel: 

Sustainable Travel National Geographic Expeditions, travel program of the Society, based on sense of exploration Drawing on resources, network of experts and contacts around the globe Every expedition is accompanied by a National Geographic expert Partnership with Lindblad Expeditions for all of the small-ship featured expeditions. Environmentally-friendly pioneer and leader that shares goals of exploration, adventure and conservation

A Trusted Resource: 

A Trusted Resource The extraordinary authority and credibility of the National Geographic brand and our ongoing commitment to conservation, make it a trusted resource on the environment among consumers around the world.

NationalGeographic.com: 

NationalGeographic.com Environment Geocore A new area of the website that serves as a portal to a wealth of information and resources related to conservation and the environment Green Guide A comprehensive consumer-focused website and bimonthly newsletter offering practical “green” advice for living more eco-sensitive lives

Environment Geocore: 

Environment Geocore Launched Earth Day 2007 and in conjunction with NGS purchase/partnership of The Green Guide 2000+ Screens Global Warming Natural Disasters Habitats Going Green The Green Guide threaded throughout site and anchored fixed position on home page The Green Guide Home Makeover

Global Warming: 

Global Warming

Natural Disasters: 

Natural Disasters

Habitats: 

Habitats

Going Green: 

Going Green

Going Green In My Community: 

Going Green In My Community

The Green Guide Partnership: 

The Green Guide is published online and in print by the National Geographic Society. Filling an important gap in mainstream health, environmental and consumer publishing, The Green Guide offers a unique information destination for the health and environment-conscious reader—that place where Consumer Reports meets Good Housekeeping and Web MD. With The Green Guide, we strive to deliver the tools consumers want—well-researched, credible answers to their most immediate and practical questions concerning everyday health and environmental actions—in a manner in which they want them—intelligent, ready-to-use, motivational and not preachy. The Green Guide Partnership

The Green Guide Values: 

The Green Guide Values The Green Guide Institute has a vision–to be consumers’ “go-to” source for responsible environmental and health advice, product reviews and shopping tips. By reaching a critical mass of mainstream consumers, we aim to shift American consumption behavior, fostering a healthier public, an environmentally sustainable future and a socially-responsible society.

National Geographic MagazineYour World’s Most Important Magazine: 

National Geographic Magazine Your World’s Most Important Magazine Editorial Impact of Past Green Issues: Hurricane Katrina Special Issue - Senate requested for distribution Global Warming - Copies for distrib. requested by U.S. Senators Megatransect - J. Michael Fay’s epic 2K-mile trek across central Africa for conservation Upcoming Green Issues: Go Green Family Section - Oct.07 Global Warning/Marine Micro Fauna - Nov.07 Recycling/High Tech Trash - Dec.07 Energy Conservation–What Can We Do? - Feb.08 Environmental Forum with Aspen Institute - Mar.08

National GeographicAdventure MagazineDream It. Plan It. Do It.: 

National Geographic Adventure Magazine Dream It. Plan It. Do It. All about experiencing the world’s wild places Environmental component woven thru many articles, or is the focus, with eco-action steps Every issue features the “World Class” column which highlights best picks for sustainable tourism destinations around the globe October 2007: What It Takes: The Green Edition: Profiles of 10 people (scientists, explorers, humanitarians, environmentalists) who have had incredible adventures while improving the health of the planet Feature on 10 Voluntourism Trips you can take to make a positive impact

National GeographicTraveler MagazineAll Travel, All the Time.: 

National Geographic Traveler Magazine All Travel, All the Time. Reports on destinations of distinction and character, and supports efforts to keep them that way Annual Nov/Dec issue - Places Rated, ranks destinations for their protection of the environment (Sustainable Tourism) Regular column: Destination Watch Dedicated Editorial Specialist/Geo Tourism Editor on Staff Creator and chair of the PATA Sustainable Tourism Committee Regional Geo Tourism map guides, Geo Tourism Reader Panel

Books: 

Books True Green: Identifies six areas in everyday life - home, garden, work, shopping travel, community - where even small changes can pay huge environmental dividends From the Bottom Up: One Man’s Crusade to Clean America’s Rivers: Chad Pregracke’s journey from one-man rubbish remover to internationally-renowned river campaigner

National Geographic ChannelDare to Explore: 

National Geographic Channel Dare to Explore The first choice, non-fiction destination that changes the way you see the world by providing adventurous, daring and suspenseful stories that matter Preserve Our Planet This upcoming series on the National Geographic Channel will include “Six Degrees” showing the impact each degree of temperature change has on the planet, and “The Human Footprint,” chronicling the changes to the earth directly caused by man. Part of a long-term commitment to bring relevant consumer information and practical everyday tips to viewers to help keep conservation a priority for consumers

National GeographicTelevision & Film: 

National Geographic Television & Film Television Wild Chronicles: Hosted by Boyd Matson, covers groundbreaking news and issues, airs on PBS Strange Days on Planet Earth: Four-part series on PBS covering global warming and climate change Film Arctic Tale: Feature Film showing how warmer temperatures are negatively affecting wildlife in the polar region

Being Green is No Longer an Option: 

Being Green is No Longer an Option At Home | At Work | At Play