Green Matters’ multi-tiered approach combines a strong educational
and motivational component via the program website and events with
a social marketing and communications component to encourage
citizens to make small and large changes to reduce their emissions
by adjusting their lifestyles to more environmentally-friendly ways of
living, playing, traveling, and working in their city. The strategy
behind Green Matters recognizes that community engagement and
environmental social marketing are the only way to create sustained
and long-term positive environmental change amongst a large group
of citizens and groups.
Green Matters program provides a vehicle for the type of
comprehensive community engagement required to make the
transition from status quo to a new and more environmentally
conscious Fredericton. The program is aimed at reducing community
greenhouse gas emissions from all sources: transportation, waste,
energy, and water usage.
The uniqueness of Green Matters is built on the City’s commitment to
foster grassroots change in the community. Launched by the
municipality, it served to complement the efforts taken through
municipal operations to reduce greenhouse gas emissions in the
The program is aimed at reducing Fredericton’s environmental
impact by supporting, promoting and rewarding environmental
stewardship within the business community. Though Green Shops is
focused on the business community, the program ultimately benefits
the entire community as people interact with businesses and
organizations in small and large ways each day.
Participating businesses are encouraged to implement environmental
efficiencies (actionable items), which simultaneously reduce their
environmental impact and operating costs. The actionable items
have been grouped in categories that include: Energy Efficiency and
Fuel Switching; Recycling and Waste Management; Transportation;
Water Conservation; and Products and Services.
The City of Fredericton, NB has reported 3 government operational inventories, since 2000. In its latest inventory, compiled in 2008, the are identified as key emission sources.
Mayor Mike O'BrienCity of Fredericton, NB, Canada