Green Business Practice

Central Ostrobothnia University of Applied Sciences BK MG 301 Green Business Practice Course type Credits Books

Assignments, Case studies 3 ECTS No book

The aim is to focus students on the emerging role of environmental management as it integrates the environmental questions into the decision-making process of factors such as: environmental marketing management and its required tools, environmentally friendly manufacturing process, new changes in the organizational culture, the informational role of marketing. Students will discuss the role of business as responsible and contributing members of changing society. 1

Central Ostrobothnia University of Applied Sciences BK MG 301 Green Business Practice Lecture: Environmental Management The examination will be held on the last week of the study period and question will cover this Environmental Management and Green business –lectures.

HTT & PhD Juhani Palojärvi

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1 Environment and Management 1.1 Why is the Environment Part of Management Practice? Environmental issues have become increasingly important in business decisions during 1990’s. There are many reasons such us: * The number of environmental regulation is steadily increased. * The number of environmental organizations that did not exist in the 1960’ now have large number of members. * Many European countries have green parties with parliament representation, and the general public claims to be interested in environmental issues. 3

1.1 Why is the Environment Part of Management Practice? * Business magazines have special issues on the environment, ‘environmental manager’ is an established professional title, and corporative environmental management is on the curriculum of an increasing number of universities. * The business organization consider environmental issues to be increasingly important, the media tell us that the state of the world is continuously deteriorating, and companies are accused of being responsible for this development. HTT & PhD Juhani Palojärvi

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1.2 The enterprise is in gross-pressure of its interest croups: workers

owners management

deliverers

competitors

trade unions

Enterprise

financiers neighborhood’s inhabitants

political parties

civic and environmental organization

state

customers

1.3

Important Environmental Management Issues of 21 st century:

- Poverty - Wars / Terrorism - Environment • Can respond to environment at governmental, or business level (Welford)

personal,

• Major internal change to business as well • Environmental Management represent an organized response to environmental challenge 6

1.3.1 The Missionary Approach * Common cause (beliefs) * Influence and convince (“do onto others …) * Visionary (future happiness) * Make business sense (daily bread) * Build local networks (“go out and make …) * Support from above (staff unit, the network) HTT & PhD Juhani Palojärvi

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1.3.2 The elements of the Environmental Change Program (ECP) Strategy

Insight Skill

Knowledge Intention

Master Competence

Will Commitment

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1.3.3 Four key aspects of

Environmental Management System The questions below should be considered and answered by the enterprise before starting EMS system. * To what extent are enterprise adopting EMS ? * What motivates enterprise to do so ? * Are EMS an effective tool for managing environmental costs and risk inside and outside the factory, particularly for managing key stakeholder groups and community relationships ? * Are EMS effective tool for sharing information with interesting with stakeholder groups in the community ? 9

An environmental ideology in Electrolux The core environmental network in Electrolux had the view that environmental initiatives were to be business driven: i.e. business and environmental issues were to be considered inseparable. Electrolux’ environmental ideology can be presented according to the three key words ‘is’, ‘should’ and ‘how’. The quotes under each heading below are taken from the core environmental network’s internal documents. The quotes do not give an exhaustive description of the ideology, but serve as illustration. HTT & PhD Juhani Palojärvi

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‘Is’ “Economic and environmental potential is not maximized” “Business and environmental issue are not seen as completely inter-linked throughout the organization” “We risk being forced to take action due to legislators and environmental organizations” “There is a trend toward global warming” “Increasing shareholder value is not the objective of our environmental activities” HTT & PhD Juhani Palojärvi

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‘Should’ “Increasing number of international environmental treaties” “Environmental activities are seen as sources of competitive advantages” “Market awareness increases”

regarding

environmental

issues

“Our products are more resource efficient” “Environmental issues have increased shareholders value” HTT & PhD Juhani Palojärvi

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‘How’ “Taking action now makes us better prepared for the future” “We have to maximize economic and environmental potential” “Environmental issues shall be integrated in general business strategies” “We have to decide upon strategic direction” “We only take actions that increase shareholder value” “We must actively develop demand for environmental product” 13

1.4 Perspectives in the Environmental Challenge

• Technological • Economic (i.e. Environmental Economics) • Managerial (i.e Environmental Management) • Philosophical / Ethical HTT & PhD Juhani Palojärvi

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1.4.1 Topics in forth International Conference on Environmental Problems • Environmental management • Environmental impact • Erosion and dirt • Water quality issues • Hydrodynamics • Transport modeling • Atmospheric pollution and control • Cleanup methodology for oil spills 15

1.4.2 A Description of Environmental Problems Can be Based on Traditional Topics • Pollutant-oriented issues • Sector-oriented issues • Environmentally-oriented issues • Effect-oriented issues • Actor-oriented issues • Planning and decision-making issues

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1.4.3 Key Environmental Management Issues • Regulatory framework • Pollution prevention • Liability and financial issues • Risk assessment and public health • Life-cycle analysis • Resource management • Environmental business strategies • Global perspectives Source: Kolluru

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1.4.4 Core Content is Balanced Between • Concepts and “how to” • Technical and business information • Finnish and global issues

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1.4.5 Current Conditions • Health advances – cancer, exposures • Shortcomings of environmental health research and policy • Science: negotiations and politics • The rise of market-based policy • Remediation: better decisions, science • Pollution prevention: a mixed bag • Technology: international competition • Limitations of current health policy HTT & PhD Juhani Palojärvi

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1.4.6 Emerging Frontiers •

In situ (paikan päällä tapahtuva) remediation technology

• Bioremediation • Life-cycle assessment: state-of-the-art • Molecular biology • Exposure analysis, complex mixtures • Policy: industrial ecology, equity • Risk-based decisions • The downside of cost-benefit analysis • Improvements in health risk assessment 20

1.4.7 Priority Concerns • Groundwater contamination • New diseases • Ecosystem degradation and biodiversity • Health concerns: non-cancer effects • • • • • •

Reducing exposures Carcinogenicity (cancer) testing Remediation: DNAPLs, acceptable endpoints Pollution prevention: can it be regulated? Policy: prevention, flexibility, values Barriers to technological innovation

• Aftermath of a diminished EPA (Environmental Protection Agency) 21

1.4.8 Managing the future • Remediation: more productive R & D (Research and Development) • Fostering collaboration, cooperation • Educating the environmental professional • Health: relevant research • Research resources: making do with less? • Federal policy: experimentation, consolidation

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1.5 The idea of Sustainability * The problem of finding the best way to protect our environment is one the most difficult to solve; unfortunately fighting against pollution or save endangered species (uhanalaiset lajit) is not enough: we need a global environmental strategy. * The developed nations, whose population is one fourth of the world total, consume 80% of world goods. *

The developing nations consumer their environment and their renewable resources faster than one can rebuild them.

*

The concept of “sustainable development” can lead us towards a strategy that will consider the environmental problems, the hopes of the developing nations and the needs of future generations as well. 23

1.5 The idea of Sustainability … Possible guidelines for the sustainable development are: • Protecting of the agriculture soil • Reforestation (Reafforestation Br) • Demographic control • Energy saving • Development of renewable energy sources

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1.6 Legitimate vs. Illegitimate impact Legal Extraction and Production Activities

Enterprise (i.e. Manufacturing Extraction)

Legitimate path

Illegitimate path

Emissions into Environment

Ecological Damage 25

1.6.1 Four views of businessenvironment interaction Organizations and their manager act in different ways when confronted with environmental pressure. Managers in different organizations may see environmental issues completely differently. The difference may be result of contextual variation: manager treat environmental issues differently because the requirements vary between organizations. Classification regarding how active organizations are regarding environmental issues has been presented by many researches. Companies that do the minimum of what is expected from them, or conduct lobbying activities against environmental legislation are put at one end of a continuum, and classified as reactive or proactive.

At the other end of the continuum are creative or proactive companies. As such, they take environmental consideration than that which is expected from them. In between are companies that are receptive and adaptive; i.e. doing about what is expected from them and perhaps a bit more. Supposedly, the vies of the relationship between business and environmental goals are based on theories of how environmental problems are to be found. According to Lidskog (1998) two such theories to be found. The first is business and technology avert. Business organizations and politicians are considered to have created a risk society which is impossible to protect citizens from. Citizens are given a false sense of security through emission limits and environmental information. 27

The technology avert theory entails that economic growth implies further environmental degradation. Sustainable development is according to this theory achieved through a radical change of the economic system. Corporations have to take future generation into account in their planning, and take on responsibilities that have been previously neglected. Equity and equality are necessary components; wealth needs to be distributed, etc. Economic growth, as it is measured today, and environmental conservation are hence contracted. HTT & PhD Juhani Palojärvi

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The second theory regarding the solution of environmental problems is what Jänicke (1985) called “ecological modernization”. The view implies that the solution to environmental problems is technological development. Society in its present problems is technological development. Society its in present form need to be changed, pressures from customers, environmental groups, legislators etc., will force organizations to take environmental responsibility and come up with technological solutions. Technological innovations and economic growth are hence according to the ecological modernization theory the solution to the environmental problems, while the technology avert view sees it as the very root of environmental degradation. Rikhardsson and Welford even 29 consider business to

“have taken the environmental agenda and adjusted and manipulated it to suit their own traditional business objectives. This has had the effect of producing a style of environmentalism more in line with the continuation of growth and the globalization trend than with a move towards sustainable development”. The theories concerning how environmental problems are to be solved seem to be central in understanding why and how environmental activities are carried out the way they are. The theories on solution from a basis for managers’ views of the business-environment relationship. Managers’ views are linked to what actions they consider necessary to undertake . 30

Bearing the technology avert and the ecological modernization theories in mind, actors in business organizations can have four basic views regarding the business-environmental relationship. 1. Environmental above all. In the first mode, environmental concern is of superior importance to business objectives. Traditional business objectives stand back and the primary goal of the organization is to take environmental consideration. This mode is different from traditional forprofit behavior. An organization with this view need to be judged based on other criteria than those that dominate in economic institutions of a market economy, or else it will be considered unsuccessful. One could expect that an organization with this view would transfer itself into a non31 profit organization.

2. Business above all. When the second mode is applied, environmental concern is considered to be of no concern to the organization. The dominating device is that the business of business is business. Organizations with this view are unaffected by all types of pressure to become more environmentally considerate. 3. Business-environment trade off. In the third mode, the organization recognizes that there is a pressure to become more environmentally considerate. The dominating view is that there is a trade-off between environmental and business objectives. To take environmental consideration involves costs, and is contradictory to business objectives. Nevertheless, inertia in the environmental field will be harmful to the organization to undertake action. 32

•

Business-environment inseparability. The fourth mode implies a view where environment and business go hand in hand, and be tokens ecological modernization as a solution to environmental problems. Environmental consideration and business objectives are complementary and must be seen in isolation. To take environmental consideration is a prerequisite for business, and all environmental change efforts involve business considerations. This view may be driven by the increasing pressures on business organizations.

•

Legislation is getting stricter, environmental organization exert pressure, and customer demand more environmental friendly product. Environmentally friendly products sometimes sell better than other, and environmental concern may be a source for potential differentiation and increased revenues. Also, environmental initiatives which waste and energy reductions may be considered to be, at time lower cost. 33

1.7 Why Good Environmental Management is Crucial Lawmaker

Engineers / Scientists

Managers & Executives

Net environmental performance

Biologist / Botanists 34

1.7.1 The foam of the organization

makes a difference

Environmental issues can be seen as a strategic issue. Where in organization environmental staff is, makes a difference also on emotional level. See Electrolux’ Organization (1995) below: CEO

Product Line Environmental Co-ordinator

Corporate Environmental Staff Unit

Product Line Environmental Co-ordinator 35

Electrolux’s Vision Electrolux will be the world leader in our products, which make everyday life more comfortable, easy and safe. We will provide products, services and marketing of such excellent value that customers will actively choose to do business with us. From this we create shareholder value. To reach our goals of providing value to customer and shareholders, we will continue to develop an Electrolux culture build on the strengths of the multicultural organization and embraced by all our team members. Kay values are cooperation, people development, environmental concern, professionalism and speed. 36

Electrolux’s Values Cooperation

Responsible, Trusting, Open-Nonprotective, Borderless-International, Externally oriented

People Development

Respect and encourage Diversity, Team Members, Equal Opportunities

Professionalism

Intellectually Sound, Advanced-Simple, Result Oriented, Communicative

Environmental Concern

Lifecycle Analysis, Strategic-Proactive

Speed

Non-bureaucratic-Disciplined, Willingness to Change 37

1.7.1 The foam of the organization

makes a difference …

Electrolux pledges to: * Be a leader and driver in environmentally sound technology, products and processes * Actively develop demand through use of environmentally sound products

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1.7.1 The foam of the organization

makes a difference …

Environmental board of Electrolux has accepted the mission of the staff unit, to: * Further develop environmental strategies and policies at the Group level for approval by the environmental board. * Accelerate integration of environmental strategies into the business strategies of production lines. * Develop and coordinate environmental competence and experience. * Assume responsibility for external communications on environmental questions. * Insure that the environmental policy is observed, and in certain cases, make operational decisions. 39

1.7.2

Environmental Management

* The philosophical foundation of environmental management is sustainable development, which started already in 1990, but will be in this millennium crucial factor for business success. * Companies like DuPont, IBM and Xerox has already started to fix environmental damages caused by their production. * According to professor Toivo Lipiäinen (2000, 976) environmental management is green, healthy, and profitable for the companies although it requires investments, but most of all it requires new attitude and know-how. 40

1.7.2

Environmental Management …

• Large companies have the environmental program and the results have been surprising good. According to research (World Bank) benefits for, suppliers are: -

savings in raw material usage

-

saving in energy usage

- development of operations - improvement in working environment - quality improvement in production - improvements in productivity and in profitability - decreasing in pollution 41

1.7.2

Environmental Management …

Advantages from environmental programs for buyer are: - better product quality - better reliability in delivery of products -

supplier’s operations development

-

better image of the company

* Better the environmental program works, the better is the quality of product/service experienced by the ultimate customer.

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1.8 Framework for Green Decisions Marketing: What do / will customers want us to make? How will they use / re-use / dispose of and when ?

R&D What product / processes / materials technology is needed to support / drive this ? Source: Vandermerwe et.al (1990) Customer Drive Corporations

Manufacturing: What / how do we make store, deliver, maintain, recycle, dispose out of/ customer’s product / components / materials ? 43

1.9 Alternative Position for Environmental Advantage Process Clean technology

Resource efficiency

Minimize damage

Maximize advantages

Cradle to grave management Product Source: Beaumont et. Al (1993) managing the Environment

Green consumerism

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1.10 The Environmental Value Chain Management and organization

Board of Top management’s Directors’ involvement support

Technology

Research and Development

Communication

Employees

Stages in product life-cycle

Product design

Pollution control

Customers and suppliers

Raw materials sourcing

Organizational relationship to environmental functions Energy conservation Local community

Manufacturing, sales, distribution

Participation Environmental from shop elements in floor employee performance evaluation Waste minimization Recycling

Shareholders

Product user

Public / media

Final disposal

Source: Arthus D Little (1991) Seizing Strategic Advantage 45

1.11 The Roast Scale for Environmental Performance • Resistance: oppose change • Observe & comply: do minimum possible • Accommodate: begin to adapt • Seize & preempt: set the agenda • Transcend: complete long-term thinking

Source: Welford, R (1998) Corporate Environmental Management

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1.12 Cost Reduction & Production Differentiation Cost reduction

Reduce materials

Energy usage

Emission And effluent

Waste management

Distribution

Supply chain management

Figure 2.7 Cost reduction through environmental management Product differentiation Sound environmental performance

Marketing capability

Distribution changes

Figure 2.8 Key elements in product differentiation

Stakeholder accountability

Education, campaigns and projects 47

1.13 Hutchinson’s Strategic Framework Make Present acceptable

Analyze external trends Threats, opportunities, strengths, weaknesses

Long term vision Analyze company activities

Identify & Realize potential

Change to sustainable business

Source: Simplified from Hutchinson (1992), as quoted in Welford, R (1998)

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Bo u

nd ar y

1.14 Model of Interaction with Natural Environment Institutional Infrastructure

Environment Physical Infrastructure

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1.15 Environmental scanning * is the considering of events and trends that present either threats or opportunities for the organization. Generally these include competitors’ activities; changing consumer needs; legal-, economic-, political-, and environmental issues, the potential for new markets; and the like. * depending on the nature of an organization and the location of its customers, these issues may be global, national, regional, or local. - Thus, the disintegration of the former Soviet Union in 1991- 1992, the reunification of Germany, and the formation of the European Union would have major inputs into the strategic planning of such global companies as the Ford, General Motors, Kodak, Coca Cola and IBM, but would have little direct impact on local business such as supermarkets or landscaping firms.

1.16 Progress of Environmental Damage Progression of Environmental Damage Taken from Waller (1999), p.119.

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1.17 Erosion Control * When riverbanks erode, a chain of environmental problems can occur. As the land on the bank of the river is washed away, sediment from the bank is deposited in the river, causing shallow depths that can recreational and commercial boating. In addition, shallower depths can be detrimental to the native aquatic species. * Erosion control is often implemented to protect and stabilize streambanks from damage caused by water, vehicles, or livestock. States uses both structural and biological method´s of control. Structural measures may include rock riprap, interlocking concrete blocks, gabions, geosynthetics, or formed concrete. 52

1.17 Erosion Control … * Vegetative or biological measures may include log (bioengineering) which can withstand high velocity flow while the roots from a protective net for the soil. * Bioengineering uses living plants and organic materials as construction elements for erosion control, habitat enhancement, bank stabilization, and wetland restoration. Bioengineering establishes a vegetative cover which is more attractive than bare piprap or other “hard” elements. - This approach is especially preferred along streams and rivers located in parks and populated areas. 53

1.18 Situation in Alaska * Alaska is still one of the most pristine areas in all the world, yet environmental problems frequently make the headlines. Air, water, soil and sound pollution affect areas throughout the state, even hundreds of miles away from civilization. * Contaminated areas in Anchorage can affect areas in the Interior. For instance, traditional spawning areas for salmon can become highly contaminated with waste from nearby factories, sewage treatment plants, or pesticides from farms. * The salmon come in to spawn as usual, but the salmon are killed due to the new contaminants. The eggs laid by the female salmon may get fertilized, but the salmon never reach a healthy enough state to make their return journey to the ocean. Native fishermen who rely on these salmon as a source of food must look else where. Thus, a whole village could be in jeopardy.

In the rest of this page you will learn of the different types of pollution and how it affects the land and people. Types of Pollution

Air Pollution

Definition

Types of Areas Affected

On or near environments An airborne substance that have a that adversely Condensed way affects the well-being Of living or of organisms or the Where fossil life-support system Fuels are used On which they depend at an increasing rate

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What it cause

Acid rain, smog change in temperature, damage growth of all plant life, lower air quality, water pollution

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Types of pollution

Water Pollution

Definition A substance that change the environment around water inhabitants

Types of Areas affected

What it causes

Places that have multiple ships that are operated on fossil fuels. Also, from garbage by irresponsible humans.

Death of animals, lower quality of drinking water for animals and humans, plant life near shorter to decline

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1.19 Population Trends • Currently, rapid growth in absolute terms • Declining birth rates lead to stabilization Population (Billions)

7 6 5 4 3 2 1 0 1850

1875

1900

Source: World Almanac (1996)

1925

1950

1975

2000

2025 57

Growth in World Energy 1.20 Growth in World EnergyUsage Usage 10e18 Joule [ExaJoule]

Source: International Energy Agency (1998), data on website www.iea.org.

300 250 200 150 100 50 0 1910

1930

1950

1970

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1990

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1.21 Growth in Cultural Land Growth in Cultivated Land Percent of total surface area

Source: Worldwatch Institute, "State of the World 1998", p.81

80% 60% 40% 20% 0% 1950

1970

1990

2010

NB Dashed line represents approximate upper limit due to deserts, mountains, etc.

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Decline in Forest Cover 1.22 Decline in Forest Cover P ercent of total land area

Source: US Environmental Protection Agency [1989], "Policy Options for Stabilizing Global Climate."

40% 35% 30% 25% 20% 15% 10% 5% 0% 1900

1925

1950

1975

2000

NB Dashed line represents approximate lower limit due to agroforestry usage

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Rise Rise in Average Global 1.23 in Average GlobalTemperature Temperature Source: Worldwatch Institute, "State of the World 1997”

15.4 Degrees Celsius

15.2 15 14.8 14.6 14.4 14.2 1860 1880 1900 1920 1940 1960 1980 2000

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1.24 Rise in Average Global Temperature … *

Global warming was put at the top of an international agenda at the Earth Summit in Rio in 1992, in an effort to save the planet from greenhouse gas emissions.

*

Five years later (June 1997) at Earth Summit + 5, global warming still topped the agenda with little progress achieved towards the global of reducing emissions to 1990 level by the year 2000. -

At both of these summits, two points of view were evident. The developing nations essentially want money (a reduction in debt) and technology. The industrialized nations want to reduce greenhouse gases and conserve ecologically critical recourses 62 such as rain forests.

1.24 Rise in Average Global Temperature … - The main problems seem to revolve around major industries of the industrialized countries that are heavy users of fossil fuels like coal and oil. -

A sudden change in energy usage could have serious implications for their global competitiveness as well as the jobs of the large number of workers they employ. - A second major sticking point is the idea of giving financial aid to developing nations “to support energy efficiency, develop alternative energy sources, and improve recourse management to promote growth that does not have an adverse effect on the climate.” 63

1.25 Greenhouse effect and Climate Change * Some gases in the atmosphere produce the “greenhouse effect”, trapping the heart of Earth without allowing it to escape in the outer space * The greenhouse effect is normally natural and beneficial: gases without it Earth would be at least 15 C colder, it is becoming more and more important due to the increasing concentration of the gases in the atmosphere due to human activity. *

The main greenhouse gases are: carbon dioxide (CO2), methane, nitrous oxide (N2O), chlorofluorocarbons (CFCs; also water vapor (H2O) is producing the greenhouse effect. HTT & PhD Juhani Palojärvi

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1.26 Eco-efficiency vs eco-sufficiency Eco-efficiency vs Eco-sufficiency

– Efficiency: minimising impact per unit of output (e.g. energy per vehicle-km) – Sufficiency: minimising/ attaining total impact (e.g. total energy from vehicles)

Achieving eco-efficiency does not always satisfy env goals (e.g. USA auto fuel use 1970-90, shown in figure)

2.00

1.50 Veh-km 1.00

0.50

Tot. energy Litre/100km

0.00 19 70 19 75 19 80 19 85 19 90

Two different measures of environmental performance:

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2 Marketing and Consumer Behavior 2.1 What is ‘Green’ ? • Attention to the environment • Awareness of ecological issues • Sensitivity to environmental impacts and environmental costs • Concern over ecological destruction and environmental costs • Thinking again about Man and his/her relation to nature HTT & PhD Juhani Palojärvi

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2.2 The Environment *

Marketing, business and economic models treat the ‘environment’ as: - an external variable - a source - a source of competition, opportunity, threats etc.

* A need to remember the ‘natural environment’ HTT & PhD Juhani Palojärvi

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2.3 Why have ‘green’ issues become more relevant over the last few decades ? * Widespread increase in concern for - Ecological problems - Global warming - Pollution - Depletion of natural resource - Concerns over health

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2.4 ‘Green’ Marketing ? • Located within a broader project: - Interested in more environmentally sensitive lifestyle - Debates over ‘green’ business practice - The pursuit of ‘sustainable’ social practices

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2.4.1 Marketing green products • Green product marketing is based on different kind of eco-labels as: - Eco-Label of Nordic Countries, (Pohjoismainen ympäristömerkki), award by Suomen Standardiliitto SFS - European Eco-Label ( Euroopan ympäristömerkki) (awarded by SFS) - Organically-grown Label (Luomumerkki) (awarded by Kasituotannon tarkastuskeskus) - Organically-grown Label of Ladybir (Luomu Leppäkerttu) awarded by Luomu-liitto) - Demeter Label (awarded by Biodynaaminen yhdistys) - Fair deal elephant label (reilun kaupan norsumerkki) Awarded by Reilun kaupan edistämisyhdistys - Eco-Energy label (ekoenergiamerkki) awarded by Suomen Luonnonsuojeluliiton energiavirasto

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2.5 What has marketing got to do with being green ? • As an opportunity: Emergence of the ‘green consumer’ • As an activity: marketing function can be adapted to be ‘greener’ • As practice: Marketing methods can be used to installing change • Ideologically: The ecological critique of capitalism

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2.7 Opportunities in a green marketplace • Large groups of consumers have greater ecological awareness • Abandoning stereotypes about the ‘ecowarrior’ • Concerns for personal health and prosperity • Concern for the planet & future generations • Adopting new lifestyle , • Economically and politically important group

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2.7 Opportunities in a green marketplace … • Increased demand for ‘green(er) products and services • Modification to existing products • Opportunity for new product development • Entirely new ‘green’ marketing emerging • A potentially lucrative and profitable sector

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2.8 The Green Consumer definition •

Endanger the health of consumer and other

• Significantly damage the environment in production, use or disposal

•

Cause unnecessary waste through over-packaging, excess product features or an unduly short lifespan

• Consume disproportionately during production, use or disposal

• Involve currently to, or needless exploitation of animals

• Use materials derived from endangered species from endangered species or environments

• Adversely affect other countries, particularly developing countries 74

2.9 Greening the marketing function • The micro level • Marketing practices have an ecological impact - Product packaging - Materials used in products - Discriminatory pricing strategies - Environmentally harmful distribution network - Promotion HTT & PhD Juhani Palojärvi

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2.10 Ecological impact of marketing • The macro level - Promoting and encouraging excessive consumption - Shorter product lifecycle - Endless minor variations and product modifications - The fashion system - Encouraging ‘throw-away’ culture

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2.11 Greening the product • Careful attention to materials • Responsible approach to packaging • Longer product lifespan • Services to support green practices • Consideration for the entire production process • Integrated approach to production disposal • Adherence to green standards HTT & PhD Juhani Palojärvi

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2.12

Greening distribution systems

• Source materials and products from local suppliers and agents • Rejection of exploitative practices • Strategies to cut down on inefficient delivery • Use of ecologically sensitive channels

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2.13 Greening communications • Communicating a green message • Supporting ecological initiatives • Monitoring and reduce wasteful communication techniques • Sponsorship and other association methods • Towards ‘Sustainable communication Sreategies’

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2.14 Green pricing policies * Pricing benefits paced onto the consumers: - reduction in raw materials / distribution - benefits of more efficient energy costs - reasonable pricing policies: including environmental costs in pricing strategies * A ‘Green premium’

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2.15 Marketing as practice: a tool for increasing change • Improving general awareness of green issues • Social marketing: Changing attitudes and behavior •

Sales promotion to encourage consumers to consider green product and service

• It starts at home: Selling the green agenda to the entire organization and supply chain

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2.16 Ideological problems with green marketing • Green marketing: An oxymoron • Relationship between capitalism and the environment • Can western capitalism ever be ‘sustainable’

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2.17

Three levels of green marketing

* 1) the product level - Environmentally ‘sensitive’ products - CFC free - Re-cycled product - Bio-degradable production - ‘Green’ packing

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2.17 Three levels of green marketing … * 2) the social level - To solve environmental problems we need to solve broader social problems - Fair trade goods - Energy production and conservation - Resource allocation

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2.17 Three levels of green marketing * 3) the ecological level (ecocentric) - Environmental consumer behavior requires much more than this - Less consumption, not different types of consumption - Different types of consumption behavior - Different lifestyle - Alternative philosophy of marketing

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2.18 The environments makes a difference to your customers • More than 75% of the public will switch to a brand associated with the environment when price and quality are equal • Nearly 60% of the public favors organizations that support the environment

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2.19 Make Environmental Claims Specific Be specific. Avoid implying significant environmental benefits if the benefit is slight. Vague claims, such as environmentally friendly, or environmentally safe may lead consumers to believe that the product has environmental benefits it doesn’t actually have. Quality those term to clarity the environmental attribute you are claiming. Be clear. Use words that consumer understand. If the words are industry jargon – or if they can be misinterpreted - don’t use them. Be definitive. Your claim should specify whether the environmental benefit refers to the product or its contents, or both. 87

3 The Wellness of Consumers is Adding Value through Environmental Marketing 3.1 The only Constant is Change • How they live • What they buy • How they shop • How can you be an effective change agent ?

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Societal Factors/Influence s Compressed Sense of Time

3.2 How they live Cultural Shift

Choices

Individual

Wellness

Les of control Technology

Consumer Lifestyle

WMHS product world Integrated Health care

Wellness

“Natural sensibility”

Natural HABA Health Aid Beauty Aid

Natural households product Organic foods

Regimes

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3.3 Lifestyle Components • Loss of place / sense of community • Experience • Knowledge

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3.4 The New Wellness Paradigm • Intellect / Soul - cerebral power Vs. spiritual power - rational Vs. mystical - the Modern Age Vs. the Millennial Age • Authority / Authenticity - economic or military power Vs. values and priorities - overt dominations Vs. relationships of trust - synthetic Vs. natural HTT & PhD Juhani Palojärvi

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3.4 The New Wellness Paradigm … • Hot / Cool - Nixon Vs. JFK - films Vs. Internet - Dennis Rodman Vs Michael Jordan • Reactive / Proactive - treatment Vs. prevention - health Vs wellness HTT & PhD Juhani Palojärvi

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3.5 What they buy (USA) Vitamins, Minerals Herbals & Dietary Supplements •

In the last 12 months there were almost a billion purchases of VMHS products, 685 vitamins and minerals, 32% herbal and other supplements

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Already in 1998 VMHS products reached sales of over $14 billion

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71% of US. Householder reports using a dietary supplement in the last three months

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3.5 What they buy (USA) … Organic Food and Beverage • Organic sales reached over $5 billion in 1998 • Organic food sales are growing at over 20% a year, while overall food industry sales are only 3-5% • Of those shoppers that shop at the both health food and grocery outlets, 78% would rather purchase all their health food products at the supermarket Remember also that Consumers Buy Brands, Not Labels! HTT & PhD Juhani Palojärvi

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3.6 Alternative Healthcare • Over two-thirds of U.S. householders are using alternative medicine products and services • in 1997, Americans spent $21billion on alternative care services • Over 50 health condition are treated with alternative medicine modalities

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3.7 Functional Foods • 19% say they consume functional foods •

The most common items cited as functional foods were vegetables, (such as vitamin-rich broccoli and carrots), fruits (potassium-containing bananas and vitamin c-rich oranges), and certain beverages (tea, 100% juice, and milk).

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Only 35% of consumers said they know what functional foods are, and only 10<% know what nutraceuticals are. HTT & PhD Juhani Palojärvi

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3.8 Internet Wellness retailing • About one-third of the U.S. population turns first to the Internet for health related information. • Of people who frequent health and medical web sits, 90% said they could manage their own health and 82% believe the web offers better information on new medication than what their doctor or pharmacist has in their office. • Traditional coupons average less than 2 % redemption while Internet coupons average 20%. HTT & PhD Juhani Palojärvi

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3.9 How they shop Change in Consumer / Retailer Relations • Knowledge Transfer • Lifestyle Linkage • Value Generation

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3.10 How to be an effective change agent Understanding a Dynamically Changing Consumer through New Research Methods • Ethnography - decision three modeling • Anthropology - retail experience design • One-on-One Semi Structured Interviews - semantic and neurological measurement - perceptual mind maps 99

3.11 How to be a Change Agent • Influencing behavior is expensive and time consuming. • Rather, find out about attitudes of your consumers. • Don’t underestimate the importance of lifestyle participation. • Most consumers are pragmatic, not idealistic, you should be too.

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4 Understanding clear production Clean production is about considering entire life cycle of products, including: • product design • selection of raw materials • production and assembly of the final product • consumer use • managing all used products at the end of their life

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4.1 Conventional production • Processes not designed for waste prevention • No use of by-products • Expensive end-of-pipe pollution control technology • Expensive waste treatment, transport and disposal

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4.2 Cleaner production • Processes designed for minimum waste • Maximum use of by-products • Savings through reduced pollution control technology, and reduced waste treatment, transport and disposal • Minimum impact on the environment

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4.3 Clean production • Zero waste • Total use of by-products • Zero impact on the environment

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4.4 Cleaner production and sustainable development • healthy environment is important to our future • clean production can help protect our natural environment •

by reducing our demand on non-renewable resources, and recycling and re-using products and resources, we can reduce our impact on the natural environment

• present production systems are linear •

cleaner production systems are cyclical and try to imitate nature’s processes

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wastes are used as secondary material so that few new material and less energy water are required 105

4.5 Business benefits of cleaner production • leads to improved products and processes • saves on raw materials and energy, reducing production processes • increases competitiveness through the use of new and improved technologies • reduces the need for more environmental regulation • reduces risk from on- and off-site treatment, storage and disposal of toxic wastes • improves the health and safety of employees • improves staff morale, leading better productivity • improves a company’s public image • reduces the cost of increasingly expensive en-of-pipe solutions

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4.6 Getting started The following steps are a guide for managers who would like to move from conventional production to cleaner production • Develop and implement a comprehensive, corporate environment policy. This should be based on preventing pollution, minimizing waste and reducing environmental risk generated by all corporate activities. • Develop regular pollution prevention and waste reduction audit procedures • Develop a plan containing specific environmental goals and timetables for achieving them •

Educate and involve employees at all levels. Employees should be in involved in identifying and solving 107 environmental problems at their source.

4.6 Getting started … •

Often employees on the shop floor can develop better solutions to waste problems than executive not involved in day-today production

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Allocate responsibility for achieving goals to specific employees. Management should allocate sufficient employee time and support to ensure that work can be accomplished. The Clear production Coordinator should be a senior management position.

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Gather the best management and technical information to help the business take advantage of waste reduction opportunities HTT & PhD Juhani Palojärvi

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4.6 Getting started … • Evaluate progress continually •

Inform employees, shareholders and the public of the progress being made.

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Establish environmental award program to foster and reward creative problem-solving

• Review and update goals and timetables regularly

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5 Green Business Makes Good Business Sense! •

Improves employee morale and the health of the workplace

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Holds a marketing edge over the competition

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Strengthens its bottom line through operating efficiencies

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Is recognized as an environmental leader

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5.1 Being a Green Rewards It Makes Good Business Sense! A Green Business... ~ Improves employee morale & the health of the workplace ~ Holds a marketing edge over the competition ~ Strengthens its bottom line through operating efficiencies ~ Is recognized as an environmental leader Get recognized for being Green - sign up to become a Green Business today! The Green Business Program recognizes businesses that: • Comply with all environmental regulations • Take steps to conserve natural resources and prevent pollution, such as using more efficient lighting, purchasing in bulk, watering landscapes efficiently, recycling cardboard, using less toxic 111 products, etc.

5.2 Become a Green Auto Repair Shop It's Easy "Pam Evans made it so easy. There is no reason not to sign up. She helped us save time on the compliance part and the program is free, unlike hazardous waste programs with manuals and monthly retainers costing $200-1500 a month." That's what Dana Meyer of Dana Meyer Foreign Car Service in Albany had to say about his shops turning green. How can auto repair shops "green" their businesses? First bring their operations into compliance with all environmental regulations, then adopt pollution prevention and resource conservation practices. The program checklists offer a variety of options for meeting program standards Here are some 112 examples of what you can do.

5.3 Top Ten Green Auto Repair Practices 5.3.1 Good Housekeeping & Pollution Prevention 1. Minimize the liquids you use and discharge. Clean up spills immediately and use dry clean-up practices. 2. Cut out the use of absorbent (kitty litter, rice hulls, and dry sweep). Instead use a squeegee and dust pan or an oil mop. 3. Replace your petroleum naphtha solvent sink with an aqueous-based sink or parts washer.

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5.3 Top Ten Green Auto Repair Practices … 5.3.2 Solid Waste Reduction 4. Order recycling containers for newspapers, cardboard, plastic, and glass. 5. Order motor oil, anti-freeze, and other fresh fluids in bulk, rather than in multiple, individual containers. 6. Eliminate the use of spray cans. Replace with brake cleaning sinks or refillable spray containers.

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Top Ten Green Auto Repair Practices … 5.3.3 Energy Savings 7. Replace T-12 bulbs and fixtures with T-8s whenever feasible to produce good lighting with lower energy use. 8. Install timers or motion sensors to shut off lights in rooms that are not in constant use throughout the work day.

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Top Ten Green Auto Repair Practices … 5.3.4 Water Savings 9.

Eliminate unnecessary car washing. For exterior cleaning use only plain water or prevent soapy water from entering a storm drain.

10. Check your water bill monthly to look for and investigate spikes in use that may indicate a leak in your plumbing.

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6 Become a Green Hotel 6.1 It's Easy In May of 2000, Garratt Mansion, in the Gold Coast District of the City of Alameda, became the first hotel to be certified as a Green Business in Alamada County. Innkeeper Betty Gladden had long practiced conservation, conserving energy and water, eliminating harsh chemical cleaners and reducing both household and green waste. Said Gladden, "I do this already, why not have it documented?" How can hotels "green" their businesses? First bring their operations into compliance with all environmental regulations, then adopt pollution prevention and resource conservation practices. The program checklists offer a variety of options for meeting program standards. Here are some examples of what you can do.

6 Top Ten Green Hotel Practices 6.2 Good Housekeeping and Pollution Prevention 1. Monitor, record and post rates of energy and water use. Watch for changes that may indicate a need to repair or change equipment. 2. Evaluate cleaners, sanitizers, paints, pesticides and other chemicals used throughout your facility. Can a safer product be substituted? Can a product be eliminated? Are chemicals being stored safely? HTT & PhD Juhani Palojärvi

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6 Top Ten Green Hotel Practices … 6.3 Solid Waste Reduction 3. Buy recycled-content products for the office, construction and remodeling projects. 4. Buy in bulk, whether it's guest amenities or food for the kitchen. 5. Start a recycling program for trash from guest rooms, the kitchen and your business office. Target materials: paper of all kinds, bottles and cans, plastics and cardboard. HTT & PhD Juhani Palojärvi

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Top Ten Green Hotel Practices … 6.4 Encourage Green Practices in both Employees and Guests 6. Provide incentives to encourage staff participation in efforts to "green" the establishment. 7. Institute a linen reuse program in guestrooms.

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Top Ten Green Hotel Practices … 6.5 Conserve Energy and Water 8. Install energy efficient lighting fixtures and bulbs, heating and air conditioning, washers and dryers, and other electrical equipment. 9. Install water conserving showerheads and toilets in guestrooms

6.6 Minimize Food Waste 10. Donate leftover food, amenities and other "extras" to local shelters or other recipients. HTT & PhD Juhani Palojärvi

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7 Become a Green Landscaper 7.1 It's a Natural... "I was already using many of the green practices because they make good business sense. Now that I'm certified, I'm getting the added benefits of advertising and business recognition, which helps me attract clients." - Nate Silin, New Growth Landscaping "Practices like grass-cycling, water conservation, and selection of appropriate plants have helped me save money by reducing plants that need to be installed, the materials that need to be removed from sites, and water use.“ -Tom Del Conte, Del Conte Landscaping HTT & PhD Juhani Palojärvi

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7.2 Top Ten Tips for Landscapers How can landscapers "green" their businesses? First bring their operations into compliance with all environmental regulations, then adopt pollution prevention and resource conservation practices. The program checklists offer a variety of options for meeting program standards. Here are some examples of what you can do.

1. Right Plant, Right Place Use hydrozoning (grouping plants with similar water needs), use drought tolerant and disease resistant plants (native plants!).

• Landscape for Less to the Landfill Mulch or compost green waste on site, avoid plants that require extensive pruning, grasscycle, separate green waste for recycling. 123

7.2 Top Ten Tips for Landscapers … 3. Integrated Pest Management Use IPM techniques: monitor pests and their natural enemies, use best-resistant plants, evaluate damage vs. need to treat, use least toxic alternatives, spot treat if needed. 4. Reduce water use at your job sites Use drought tolerant plants, hydrozone, mulch, monitor irrigation schedule and system and in your office install low flow devices on sinks and use waterconserving toilets. 5. Nurture soil health Minimize tillage and chemical applications, use compost and mulch. 124

7.2 Top Ten Tips for Landscapers … 6. Prevent storm water run-off Keep pesticides, soil, leaves and debris out of storm drains, keep vehicles and equipment leak-free. 7. Buy recycled-content products In your office, buy recycled content paper products; in landscaping, use recycled lumber and other recycled content materials. 8. Reduce energy usage Use energy efficient lighting in your office and monitor your energy bills. 9. Reduce emissions Keep vehicles well-maintained and encourage employees to 125 take public transit or carpool.

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Become a Green Printer

8.1 Clear and Easy Laura Rider, Owner of Anderson Printing stated, "We have always been concerned about our impact on the environment, but we were getting confusing and conflicting information from the compliance agencies. The Green Business Program worked with the agencies to help us develop an environmentally safe and compliant plan. We are proud to be a `Green Printer' and encourage every print shop to take advantage of this program." HTT & PhD Juhani Palojärvi

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8 Become a Green Printer … How can printers "green their businesses? First bring their operations into compliance with all environmental regulations, then adopt pollution prevention and resource conservation practices. The program checklists offer a variety of options for meeting program standards. Here are some examples of what you can do. And by the way, many of the listed practices will save you time and money. The Green Business Program consulted with printers, and representatives of Printing Industries of Northern California (PINC) to develop this list of Green Printing Practices.

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8.1 Top Ten Green Printing Practices 1. Computerize pre-press operations • Eliminates photochemicals • Saves water and energy

2. Establish a solvent recycling program • Saves material • Reduces air pollution

3. Use alcohol-free printing • Improves air quality • Improves worker health and safety • Reduces chemical use

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8.1 Top Ten Green Printing Practices … 4. Print on "treeless" and recycled content papers • Saves tree, energy, and water • Encourages new agricultural development • Keeps paper out of the landfill

5. Educate customers on "green printing" • Printers produce a "greener" product • Helps in pollution prevention, compliance, resource conservation HTT & PhD Juhani Palojärvi

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8.1 Top Ten Green Printing Practices … 6. Use low VOC inks • Reduces air pollution • Improves employee safety

7. Sequence print jobs by ink color • Saves ink changes, labor, ink waste

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8.1 Top Ten Green Printing Practices … 8. Establish inventory control • Reduces waste to landfill, saves money

9. Communicate without paper • Cuts cost and use of paper and solid waste • Saves time, postage, and/or fax costs

10. Use energy efficient equipment • Saves energy and money HTT & PhD Juhani Palojärvi

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9 Become a Green Restaurant Becoming a Green Restaurant is Rewarding and Saves Money "Working in an organization which is environmentally responsible is extremely important to me... Extreme Pizza is proud to provide a superior product to our customer while surpassing the environmental compliance requirements." - Stephanie Parent, Extreme Pizza "I care about the environment, and am excited to implement this project in my business. It comes free to me, which is important to any business, but more importantly, it saves me money. I will be saving upwards of $6,000 per year in the upcoming year on my energy bill, and more than $1,000 on my garbage pickup fees." - Chintala Reddy, Kamal Palace

9 Become a Green Restaurant … How can restaurants "green" their businesses? First bring their operations into compliance with all environmental regulations, then adopt pollution prevention and resource conservation practices. The program checklists offer a variety of options for meeting program standards. Here are some examples of what you can do.

9.1 Top Ten Green Restaurant Practices 1. Conserve Energy and Water 1. Use low flow pre-rinse spray nozzles at the dish machine. (Your water company may provide free low flow pre-rinse nozzles.) 2. Use Energy Star compact fluorescent lamps (CFLs) instead of incandescent bulbs in store-rooms, break rooms, offices, wall sconces, kitchen exhaust hoods and walk-in refrigerators. 3. Use ultra low-flow toilets and flow restrictors on restroom faucets.

9.1 Top Ten Green Restaurant Practices … 4. Reduce, reuse, recycle. Buy products in returnable, reusable or recyclable containers. 5. Recycle food*, cardboard, paper, glass, metal and plastics. (*food waste, along with waxed cardboard, paper napkins, paper beverage cartons and wooden crates can be picked up for off-site composting in many parts of the Bay Area.) 6. Buy recycled-content paper products whenever possible, including hand towels, napkins, office and food service uses. 7. Use take-out containers that can be composted (paper) or recycled (#1 and #2 plastics, aluminum) instead of styrofoam. HTT & PhD Juhani Palojärvi

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9.1 Top Ten Green Restaurant Practices … Pollution Prevention 8. Properly maintain grease traps and kitchen hoods to prevent overflows and emissions to the sewer and storm drain systems. 9. Keep outdoor waste storage, parking and sidewalks free of litter, grease spills and other potential pollutants. Use sweeping and spot cleaning for most clean ups. If washing is needed, use a cleaning method that keeps cleaning water out of storm drains. 10. Use organically or sustainably produced foods in the kitchen. HTT & PhD Juhani Palojärvi

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10 Become a Green Winery 10.1

It's

Easy

The Benziger Family Winery used a variety of different approaches to conserve resources, reduce pollution and become a Green Business. A recycling program reduced their solid waste generation by 41%. A Process Wastewater Management System allows them to treat and reuse their wastewater for irrigation, which saves between one and one-and-a-half-million gallons of water per year. In addition, the winery has reduced annual energy consumption by 33%. How can wineries "green" their businesses? First bring their operations into compliance with all environmental regulations, then adopt pollution prevention and resource conservation practices. The program checklists offer a variety of options for meeting program standards. Here are some examples of what you can do.

10.2 Top Ten Green Winery Practices Encourage Green Practices in Employees •

Start "Green" committees which meet monthly.

Solid & Hazardous Waste Reduction 2. Recycle cardboard and shrink wrap through the use of balers. 3. Install ozone systems to sterilize barrels. This eliminates the use of hazardous chemicals. HTT & PhD Juhani Palojärvi

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10.2 Top Ten Green Winery Practices Conserve Energy & Water 4. Use high pressure/low volume cleaning equipment to reduce water usage. 5. Reduce energy usage for cooling tanks by using refridgeration jackets. 6. Purchase new equipment, such as: a. Vacuum pumps to eliminate water used in bottling operations b. Self-cleaning presses used in crush operations which reduce water use Both these purchases reduce energy usage.

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10.2 Top Ten Green Winery Practices Green Farming Practices 7. Use pumice and diatomaceous earth as compost in the vineyards. 8. Protect against pests in vineyards naturally using permaculture gardens.

Beneficial Byproduct Use 9. Reuse waste water on vineyards and landscaping. 10. Convert waste wine into marketable vinegar. HTT & PhD Juhani Palojärvi

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11 Becoming Green business in General The Bay Area Green Business Program has developed general Green Business Standards which apply to all businesses and agencies that want to "green" their operations and be certified. Any business or agency in a participating county that meets program standards can join. Using the general standards, the Program has certified a bank, a hardware store, and a number of other office-based businesses. A diverse range of other businesses, including silicon wafer and electronic product cleaning service reclamation firms, a data processing and software operation, and a custom photo graphics company are well on the way to becoming Bay Area green businesses. If you are interested in joining the program, use the links below to contact your county coordinator. 140

11.1 Compliance Plus To be a green business, first bring your operations intocompliance with all environmental regulations. Then go beyond compliance to meet the general practices and targeted resource conservation and pollution prevention measures which are summarized below. General Practices 3

Monitor, record, and post rates of water and energy usage and solid and hazardous waste generation.

2

Provide three on-going incentives or training opportunities to encourage management and employee participation.

3

Inform your customers about your business' efforts to meet the Green Business Standards.

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Assist at least one other business in learning about the Green Business Program and encourage them to enroll.

11.2 Resource Conservation and Pollution Prevention Water Conservation 1. Conduct an indoor/outdoor water balance or assessment. 2. Implement all applicable simple conservation measures. & 3a. Implement 3 of the suggested or industry specific water conservation measures. or 3b. Demonstrate a 15% reduction in your annual water use.

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11.3 Resource Conservation and Pollution Prevention … Solid Waste Reduction & Recycling 1. Conduct a waste reduction assessment of solid waste streams. & 2a. Implement solid waste reduction and recycling measures: • Reduce paper waste in 5 different ways. • Incorporate waste reduction methods into your business in 5 ways. • Segregate and recycle or reuse 5 types of materials from your solid waste streams. HTT & PhD Juhani Palojärvi

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11.3 Resource Conservation and Pollution Prevention … •

Purchase 3 recycled or used materials/products for your business. or

2b.

Demonstrate a 25% diversion of annual waste generation, implement a source reduction measure and purchase a recycled-content product.

Energy Conservation 1.

Have your local energy utility or an energy service company conduct a commercial energy assessment.

2. Perform regular maintenance on heating, ventilation and air conditioning (HVAC) system. & 3a. Implement 2 alternative technologies and 5 behavioral changes. or 3b. Demonstrate a 15% reduction in annual energy use.

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11.3 Resource Conservation and Pollution Prevention … Pollution Prevention 1. Conduct an assessment of your facility to identify pollution prevention opportunities. 2a. Implement pollution prevention measures: • Implement 6 good housekeeping and operating practices. • Implement 3 material, product, technology or process changes. • Reuse or recycle hazardous materials/wastes in 3 ways. •

Prevent contamination of storm water and runoff by implementing 4 measures. 145

11.3 Resource Conservation and Pollution Prevention … •

Implement at least 3 measures with the goal of reducing vehicle emissions. or

2b. Demonstrate a 25% reduction of annual pollutant releases (hazardous waste generation, industrial discharges, air emissions), and implement one vehicle emissions reduction measure. There is great flexibility in how the standards can be achieved. The Green Business Program provides additional information and lists of suggested implementation measures for each. Measures previously implemented will be considered towards achievement of standards, and participants can request alternatives or exemptions for measures which are not feasible for their company. 146

12 In Case of Emergency 12.1 When The Power Goes Out A. Emergency Supply Kit Maintain an emergency supply kit for you home, office and car including: • Battery-powered radio, flashlights, and batteries • Extra set of car keys • Supply of easy-to-prepare, nonperishable foods (packaged snacks, fruits, water and juices) • Manual can opener • Wind-up or battery-operated clock • Cash, coins and credit cards 147

Continues … • Change of clothing, rain wear, and useable shoes • Blankets or sleeping bags •

If you have a baby, include extra diapers and other infant care items

• First aid kit • Essential medicines and prescription information •

Names, addresses, and telephone numbers of doctors and pharmacist

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Extra pair of glasses, hearing aid batteries, extra wheelchair batteries, oxygen, medication, catheters, food for guide or service dogs, or other special equipment you might need

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A list of the style and serial numbers of medical 148 devices such as pacemakers.

B. Helping Children Cope Children depend on daily routines: regular times for meals, school and play. At night, they are accustomed to having light and entertainment available at the flick of a switch. When a power outage interrupts this routine, children may become anxious and look to you and other adults for help. How you react to a power outage gives children clues on how to act. If you react with alarm, a child may become frightened. When talking with children about an outage, be sure to present a realistic picture about what has happened and the expected outcome. Explain the Situation -- Your calming words and actions will provide reassurance.

B. Helping Children Cope … Listen -- Concentrate on your child's emotional needs by asking the child what's uppermost in his or her mind. Encourage children to describe what they're feeling. Listen to what they say. If possible, include the entire family in the discussion. School Plans -- Ask your children's teachers and caregivers about power outage emergency plans for schools and day-care centers. Emergency Number -- Post emergency telephone numbers near telephones and teach your children how and when to call for help. Entertainment -- Keep flashlights, light sticks, playing cards, books, notebooks, magazines, board games and craft supplies handy. HTT & PhD Juhani Palojärvi

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C. Security Issues Family Reunification -- Have a plan for checking on and reuniting family members. Stay Home -- If possible, stay home and be safe during a power outage. Stores and gas stations may be closed. Don't add to the confusion by driving around. Security Gates -- Find out the steps needed to open and close security gates without electricity. House Numbers -- Ensure house numbers are readily visible from the street for emergency response. Reset Appliances -- When power comes back on you may have to reset your clocks, VCR's, microwave ovens, programmable thermostates, burglar and/or fire alarms. Suspicious Activity -- Watch for suspicious activity. criminals may decide to take advantage of the power outage. Always call 112 if you notice suspicious activity. 151

D. People With Disabilities If you have a disability, being prepared can reduce the fear, panic, and inconvenience that surround an emergency. Backup Power Supplies -- Learn what you can do in a power outage. Know how to start or connect a backup power supply for essential medical equipment. Flashlights -- Keep a flashlight or light stick handy to signal your whereabouts to other people and for illumination to aid in signing or written communication. Self-Help Network -- create a self-help network or relatives, friends or co-workers. Discuss your disability and ask for their assistance in an emergency. Arrange for someone to check on you in an emergency.

D. People With Disabilities … Teach Others How To Help You -- Teach others how to operate necessary equipment. Give a key to a neighbor or friend who may be able to assist you. Make sure they know where you keep emergency supplies. Hearing Impaired -- Remind friends that you cannot hear warnings or emergency instructions. Ask them to be your source of emergency information as it comes over their radio. Medical Alert Systems -- Consider getting a medical alert system that will allow you to call if you are immobilized in an emergency. If you have a severe speech, language, or hearing disability, learn how to use TDD telephone services. Wear medical alert tags or bracelets to identify your 153 disability.

D. People with Disabilities … Wheelchair -- If you use a wheelchair, show friends how to operate your wheelchair so they can move you if necessary. Make sure your friends know the size of your wheelchair in case it has to be transported. Personal Attendants -- If you use a personal care attendant obtained from an agency, check to see if the agency has special provisions for emergencies such as power outages. Life Sustaining Equipment -- Know the location and availability of more than one facility if you are dependent on a dialysis machine or other life-sustaining equipment or treatment. Pets -- If you have an assistance dog, be aware that the dog may become confused or disoriented within emergency. Store extra food, water and supplies for your dog. 154