added value sustainable innovation webinar handout 23rd may 2011
DESCRIPTION
Added Value's Branding for Good Sustainable Innovation webinar 23rd May 2011. For more information contact Leslie Pascaud [email protected] or Kate Wolters [email protected]TRANSCRIPT
Added Value Branding for Good Sustainable Webinar May 23 2011 0
Branding for Good Webinar
Monday 23rd May 2011 16:00pm GMT
Added Value Branding for Good Sustainable Webinar May 23 2011 1
RESERVES
13 years
8 years
By 2030, water consumption is
predicted to outweigh natural
renewal rates by up to 60%
Disappearing resources
Silver
Hafnium
39% of our living
species are in
serious danger
97% decline in cod reserves over
the past 5 years
25% of our cultivated soil is
threatened by desertification
Primary forests are disappearing at 3% each year
in Africa and South America
"God forbid that India should ever take to industrialism after the manner of the West… If
(our nation) took to similar economic exploitation, it would strip the world bare like locusts.”
Mahatma Gandhi
Added Value Branding for Good Sustainable Webinar May 23 2011 2
A plethora of sustainable commitments and initiatives
touching every link in the supply chain
Chilled by
the sun:
Solar
powered
ice cream
cabinets
PG tips's
partnership with
Rainforest
Alliance
Save up to 80%
of the energy in
every load by
switching to cold
with Tide®
Coldwater. *
Waste reductions
20% thinner,
12% less solid
waste
Added Value Branding for Good Sustainable Webinar May 23 2011 3
Resulting in the paradoxes of consumer feeling confused
and trapped
76% of UK consumers in 2010
vs. 82% in 2007 claim to be
concerned about environmental
issues.
22% of UK consumers in 2010
vs. 14% in 2005 think there is
too much concern about the
environment.
*Sources: Mintel Oxygen (GB TGI, BRMB/Mintel) , National Statistics 2010
75% of UK consumers believe
people have a duty to recycle.
60% of UK consumers take
positive steps to reduce the energy
they use.
44% are prepared to make
lifestyle compromises to benefit the
environment.
Added Value Branding for Good Sustainable Webinar May 23 2011 4
Sensitise
Inform the consumer of their impacts
Simplify
Make sustainability easy
The 6 S’s of
anti-waste
Social pressure
Use social norming as a tool
Say it again and again
Repeat and remind the consumers to
keep behaviours top of mind
$ave
Motivate action by showing the
consumer how their can save
money
Seduce and Surprise
Make sustainability enjoyable, fun
and surprising
Waste less
Added Value Branding for Good Sustainable Webinar May 23 2011 5
1. Sensitise
Provide information to help
consumers become more aware
of their impacts.
Eco Shower Drop
Alert me at Google
ToutAllantVert.com
Fiat Eco: Drive
Toyota – A Glass of Water App
Added Value Branding for Good Sustainable Webinar May 23 2011 6
2. $ave
Propose products that help
consumers reduce their
expenses.
Prius
IQ Cleaning
Tesco Green Clubcard Points
Eco Balls
BumGenius
Added Value Branding for Good Sustainable Webinar May 23 2011 7
3. Say it again and again
Repeat and remind at key usage
moments to help instill new
reflexes
M&S charging for bags
Ariel washing temperature
Nokia charging
Green charger
Added Value Branding for Good Sustainable Webinar May 23 2011 8
4. Simplify
Make the fight against waste
easy
Quick Cup
Hippo Water Saver
EuroStar
Dyson Airblade
Added Value Branding for Good Sustainable Webinar May 23 2011 9
5. Seduce and Surprise
Develop products that are as
pleasurable as they are
sustainable.
Nike
Green&Blacks
Timberland Earthkeeper boots
Aveda
Added Value Branding for Good Sustainable Webinar May 23 2011 10
6. Social pressure
Capitalise on the effects of
norming.
Anya Hindmarch I’m not a plastic bag
Hotel room sign
Opower
Recycle bank incentives
Best Buy
O Power
75% of people staying in
this room participated in
our new environmental
protection initiative.
They used their towels
several times. You too
can join them.
Added Value Branding for Good Sustainable Webinar May 23 2011 11
Share more
New connections
that redefine
consumption
behaviours
Added Value Branding for Good Sustainable Webinar May 23 2011 12
An idea that has come of age
Auto-sharing
Added Value Branding for Good Sustainable Webinar May 23 2011 13
The sharing of luxury
Added Value Branding for Good Sustainable Webinar May 23 2011 14
Fair trade North and South
Added Value Branding for Good Sustainable Webinar May 23 2011 15
Sharing risks and knowledge through consortiums
Added Value Branding for Good Sustainable Webinar May 23 2011 16
Hybrid companies: a new model
Danone Grameen
Added Value Branding for Good Sustainable Webinar May 23 2011 17
Sharing funding: a new form of investment
Added Value Branding for Good Sustainable Webinar May 23 2011 18
Brands that are starting to listen and truly co-create
Added Value Branding for Good Sustainable Webinar May 23 2011 19
Ethics pays
Added Value Branding for Good Sustainable Webinar May 23 2011 20
Leslie Pascaud
Leslie Pascaud is Director of Added Value's Sustainable Marketing Practice which she founded in
2006 in recognition of a market need to reveal the unmet commercial potential for more responsible
brands and businesses. Since then, she has helped clients use sustainable development as a
springboard for innovation and brand building.
Prior to her current role, Leslie acted as innovation thought-leader for the Added Value Group
worldwide.
Email: [email protected]
Direct Tel: +33 (0)153453089
Mobile: +33 (0)608489858
Switchboard: +33 (0)153453400
Added Value Paris, 9 rue St, Florentin, 75008, Paris, France