African Ecolabelling Scheme

1
African Eco-labelling Scheme

• The Challenge of Making
• an Eco-Market Mechanism Work in the Market

2
Whats driving African Eco-label development?

• Differentiating power of market-led certification
  trust-marks labels
• Markets support Trust Marks
• Increasing demand for EPPs (Environmental
  Preferable Products)
• Push - Pull Effect attracts participants
• Timing is absolutely right for environmental
  integrity certification
• Eco-certified brands can facilitate mainstream
  market expansion for third World producers
• Associated raft of valuable environmental, social
  and economic benefits

3
Intersection Of Brand Marketing (CSR)Consumer
Social Responsibility (CnSR) 
4
Introduction of Eco-Label The Process

• The Goals
• Establish African eco-label (Trust Mark)
• Engage sensitize target markets
• Convey benefits to differentiate
• Secure transactional loyalty

5

• Establish and/or bundle the linkages to
• Environmental Issues in Play
• 1.Climate Change
• 2. Energy
• 3. Water
• 4. Biodiversity Land Use
• 5. Chemicals, Toxics Heavy Metals
• 6. Air Pollution
• 7. Waste Management
• 8. Ozone Layer Depletion
• 9. Oceans Fisheries
• 10. Deforestation
• Plus in African context CDMs

6
Introduction of Eco-Label ie. Market
Differentiation Mechanism

• Define Policies Standards for Eco-Label (for
  various industries, sectors)
• Compliance Criteria for Certification
• Harmonization
• Whats the revenue implementation model
• Define Research Domestic International Target
  Markets or Stake-holder
• Stakeholder Consultation Fora to understand
  ranking of Environment Issues

7
Introduction of Eco-Label ie. Market
Differentiation Mechanism

• Positioning analysis vs. Competitor Set
• Gives messaging insights what are expectations,
  gives focus, removes confusion
• Differentiate What benefits does the label
  deliver - build environmental quality
• Process for evaluation -verify this is an
  effective mechanism to deliver environmental
  benefits?
• NOTE
• Neglected by NGO/CSO involved with Certification
  Marks eg. FSC
• NGO/CSO skill-set not suited

8
Mission Purpose Strategy Framework Identify the
type of influence desired plan strategy to
achieve it
IMPACTS (I)
DRIVERS (D) Material, Human Social Capital

• Change in human well-being
• Broadly defined as human
• freedoms of choice action to
• achieve non-exclusion ie. those factors
• which may result in human development
• or poverty inequity human vulnerability
• Exclusion includes
• Degraded living environment
• Low income
• No or poor job
• Poor diet
• Poor housing
• Low political and social standing
• Erosion of health, longevity security
• Lack of access to services markets

Human Society

• Human Development
• Population Demographics
• Economic Processes
• (consumption, production,
• markets trade)
• Scientific technological
• innovation
• Cultural, social, political
  institutional processes
• Lifestyle behavioral change

RESPONSES (R) To environmental challenges

• Strategic interventions to,
• and mitigation of, environmental
• change (including restoration) by
• altering human activity and
• development patterns within and
• between boxes
• (P) (I)
• through science technology,
• policy, law, institutions market dynamics

Demographic, social and material Factors
determining human well-being
Environment
PRESSURES (P)

• Human interventions in
• the environment
• Land use
• Resource extraction
• External inputs (fertilizers,
• Chemicals, irrigation)
• Emissions (pollutants
• waste)
• Modification movement
• of organisms
• Natural Processes
• Solar radiation
• Volcanoes
• Earthquakes

STATE TRENDS (S)

• Natural Capital Audit
• Atmosphere, land, water
• bio-sphere
• Environmental impacts
• change
• Climate change - depletion of
• ozone layer
• Bio-diversity degradation
• Pollution, degradation and/or
• depletion of air, water, minerals land

• Environmental factors determining
• human well-being
• Ecological services such as
• provisioning services (consumptive use),
• cultural services (non-consumptive use),
• regulating services supporting
• services
• Non-ecosystem natural resources
• ie. hydro-carbons, minerals,
• renewable energy
• Stress, diseases, radiation hazards

9
Being Noticed You cant do good in the dark

• Current Worldwide adspend 700 billion
• Ad messages up from 1,200 to 2,200 per day
• How many eco messages out there?
• Build awareness
• Share of Voice (SOV) essential
• Key Issue Marketing
• What/Which organization will drive eco-label
  marketing
• How does eco-label engage with targets
• Where do the resources come from?

10
Advertising 1 channel to communicate brand
social and environmental issues and practices
11
The Power of Partnerships

• eNGO support
• FSC WWF, FoE, FERN, Rainforest Alliance etc
• Make African Eco-label a viable initiative that
  delivers envirnomental solutions eNGOs seek
• Partnership Marketing leverage their positions
  and resources eg. Conservation International
  300m, Ford Foundation
• Press Campaigns Editorial 5x value of
  advertising
• Corporate Partnerships fund promotion of label