Webinar: Green messaging strategies: Attracting consumers without green washing your brand

Aleen Bayard, LEED Green Associate and managing partner of Footprint Partners
Thursday, May 17, 2012
2 p.m. ET | 11 a.m. PT
FOR A RECORDING OF THIS EVENT, please contact us.

Communication is one of the most important tools organizations use to reinforce the commitments and activities underway to support sustainable operations.  Against a backdrop of confusion, allegations of green washing, green blushing, and in many cases, lack of information, the need to develop clear, accurate and actionable messages to drive sustainability becomes even more critical. In many cases, the sustainability commitment has become front and center of an organization’s brand and reputation. How does an organization ensure its marketing material is both compelling and accurate?

Aleen Bayard, LEED Green Associate and managing partner of Footprint Partners, will share her insights into this topic in an i2live webcast hosted by Industry Intelligence Inc.

This timely webcast session will cover:

  • What is green washing and how can you avoid it?
  • Packaging and labeling no-no’s
  • Regulatory updates for the U.S. and Canada
  • B2B and B2C examples
  • Certification resources

This session will be of interest to:

  • Chief Sustainability Officers
  • Corporate Social Responsibility Officers
  • Chief Financial Officers
  • Chief Marketing Officers
  • Sustainability professionals

FOR SPONSORSHIP OPPORTUNITIES OF THIS EVENT, please contact i2live@industryintel.com


Aleen Bayard , LEED Green Associate, is Managing Partner of Footprint Partners. Aleen brings 25+ years of experience in change management strategy, communication, leadership development, and marketing to the practice. She has worked with clients across a wide variety of industries, from healthcare and real estate to manufacturing and consumer products.

Aleen is a lecturer at the University of Chicago Graham School, Northwestern University, and Lake Forest Graduate School of Management. She has designed curriculum and teaches on the subjects of Change Management, Leadership Principles & Practices, Internal Communications, Executive Success Skills, and Public Relations. She has developed leadership curriculum for several national associations including NAR, SWE and BOMA.

Aleen holds a B.A. in Communication from Stanford University, M.S. from Columbia University and M.S. in Organizational Change from Northwestern University.