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Sustainability and marketing:

a match made in heaven?

objectives

• Share Forum‟s latest thinking on WHY collaborationbetween sustainability and marketing is needed

• Provide a framework to make the case for marketingand sustainability teams working together

• Inspire with case studies how to (and how not to)create initiatives between these two teams

• Co-create vehicles/tools to „make the case‟ for

sustainability and marketing teams joining forces

6.05 Group activity

agenda

4.15 Welcome and introductions

4.20 Brands and sustainability

4.45 Make the case

4.55 Table discussion

5.15 Break

5.25 Inspiration from speakers

6.05 A word from our hosts-Vizeum

7.00 Final reflections

7.15 Close

Jonathan Wise >>

The Comms Lab

the roundtable 2012

What does good look like in practice?

the roundtable 2013(kick-off…)

How can we reflect what we do in what we say , and vice

versa?

the roundtable 2012(continued…)

How can sustainability and marketing goals turbo-boost oneanother?

“Extremely useful to hear insights on how other

organisations are dealing with sustainability. Reassuring

it‟s not a company, but an industry challenge. Can

learn from each other‟s experiences.” Marketing

“We‟ve had separate meetings with Pret. We are half

competitive, but the Roundtable gives us a safe place

to express challenges, trust each other and carry on

beyond that. We wouldn‟t have talked otherwise as

we‟re always in a commercial situation.” Marketing

“We now know what we want to move forward with. I‟m

keen to focus in one particular area next, and do some

real work on it together.” Sustainability

Our shared journey….

bathrooms

Tissue and

manufactu

Furniture

retailers

Plumbers

decorators

Bathroom

system

designers and

manufacturers

Lifestyle

magazines

builders

Energy

companies

Personal

hygiene goods

manufacturers

and retailers

authorities

Water / utility

companies

retailers

Introductions

• What sparked your interest in today‟sworkshop?

• What would you like to take away from today?

Brands and sustainability

Overview

From MTV to revolution?

‚The only systems we can afford to employ are those that rationally serve the

planet first, then all humanity. Not out of some woolly, bullshit tree-huggingpiffle but because we live on it, currently without alternatives...‛

Path to a sustainable business

Innovating

to win on

that path Shaping the

context for

a brighter

future

The three levels of brand-led innovation

Create the conditions for

change

Connect with R&D to

spark innovationLead the consumer

short-term investors

disengaged citizens

lack of enabling policy

Lead the consumer on

sustainability

Method

disengaged citizens

Connect with R&D to

spark sustainableinnovation

WandularA device for life

CoreNestPlayViewWearWand

disengaged citizens

Create the conditions for

change

http://slidepdf.com/reader/full/nov-session-slides-final-as-used 31/73VISION

B Q survey

INTIMIDATING

COMPLEXRELEVANCE

£ROI INTEGRATION

No FOMO*

It’s new but not in a good way)

Sustainability is new,

so is uncertain and

appears risky

We want more

information to quantify

the risk

The information isn’t

available, so brands get

No new evidence is

created – sustainability

remains novel

Business as usual seems safe

we often think pink

Adapted from Innovation Killers, Christensen et al, HBR Jan 2008

Assumed businessas usual

Projected cash stream fromdoing something different

More likely business as usual

we don’t think VUCA

Exploring the case for sustainability in marketing

Jonathan Wise, CommsLab

getting better at ‘making the case’

1. Do you havea journey to

build on?

2. Do you havethe right senior

executive

leadership?

3. Do you havea

long-term view of how the

companycreates value?

Yes4. Do you have

a specific

business

rationale?

getting better at ‘making the case’

1. Do you havea journey to

build on?

2. Do you havethe right senior

executive

leadership?

3. Do you havea

long-term view of how the

companycreates value?

Yes4. Do you have

a specific

business

rationale?

Making the case…

Providing the

specific business

rationale

Heart:

Changing the

conversation

…supplemente

d by….

Framing…

I can help you be better at your job

„Stimulate Demand‟ for sustainability:

Using a classic marketing technique

FROM CURRENT TO DESIRED FUTURE

What is the shift you are seeking?

For example:

Think• I think that sustainability and

CSR can be important and isgaining momentum, but I can‟treally see how it can help me.We don‟t speak the samelanguage.

Feel• I feel disconnected from them

Do• Be nice to the

CSR/sustainability team, butspend my time on other thingsthat are more core to my job

Think• Sustainability and CSR can

help me do my job better – tounlock demand and drivegrowth for the brand and long-

term health of the company

Feel• The CSR/sustainability team

„get‟ marketing and the brandand I need to work with them

Do• Put in a meeting with them

FROM CURRENT TO DESIRED FUTURE

How do you stimulate demand?

What do marketers want?

…then…

How can you frameCSR/sustainability so that it

delivers what they want?

What do marketers want

What do marketers wantExamples:

Financial

• Increase sales

• Increases price premium

• Slow down decline

Audience

• Create a new audience• Sell more to existing audience

Competition

• Gain competitive advantage

• Not lose competitive advantage

Brand• Deliver/enhance the brand promise• Strengthen with brand reputation/loyalty/brandmetrics• Risk management – will weaken brand metrics

is seen not to be more sustainability focused

Wh d k ?

Examples:Product Development• A sustainability focus can open up NPD

Talent• Attract better people• Retain good people

On trend• Sustainability as the next business

standard and marketing as core driver tothis

• Emerging strategic business direction

Personal reputation

• Sustainability as something that leadersin marketing are doing

• Other brands are on this, so shouldyou/don‟t let us get left behind

Wh t d k t t?

Provide rationaleProduct Development• A sustainability focus can open up NPD

Talent• Attract better people• Retain good people

On trend• Sustainability as the next business

standard and marketing as core driver tothis

• Emerging strategic business direction

Personal reputation

• Sustainability as something that leadersin marketing are doing

• Other brands are on this, so shouldyou/don‟t let us get left behind

• How sustainability has opened up newproducts/services for others in category/similarcategories

• How sustainability can open up growth for brand• How the best talent wants to work for brands that

has a strong sustainability focus

• Staff survey on desire to be more sustainabilityminded

• Sustainability as key trend of future businesssuccess as identified by businessleaders/academics

• Personal success is being achieved by marketersmoving into this area – e.g. awards/public profile

• Highlight examples where not acting in a moresustainable fashion has lead to marketingpersonnel on those brands getting in to trouble

I h l d j b b tt

I can help you do your job better:

What‟s the compelling narrative? E.g.:

Building sustainability into the brand can

enhance the delivery of the brand promise

Drive brand preference

amongst existing/new

audiences

Delivers

competitive

advantage

Increase sales, growth & key brand metrics

Sustainability is a key business trend that the

company should be exploiting

Enhance personal success and reputation

Building a compelling narrative:The difference between

means and ends

A great sustainability story:

Walkers sourcing British ingredients

For marketing: A different story –

For marketing: A different story

home grown ingredients

Advert: The Great Taste of Home

“…Walkers believe youcan’t beat the taste of

home-grown food…”

For marketing: A different story -

For marketing: A different story

home-grown ingredients

Advert: The Great Taste of Home

“…Walkers believe you

can’t beat the taste of

home-grown food…”

Questions

• What do your marketers want?

• How can you articulate CSR/sustainability

in a way that helps them do their jobsbetter?

• How can you work with them on thistogether?

Providing the

specific business

rationale

Heart:

Changing the

conversation

…supplemente

d by….

Coke CSO exampleBea Perez is married to an executive of the

Centres for Disease Control and Prevention inAmerica

He bought someone home for dinner – ascientist studying chronic illness – and their

children were in the same school together

The conversation lead Bea to understandCoke‟s responsibility in the obesity debateand creating a personal desire for Coke to be„part of the solution‟

She has helped start many uncomfortableconversations internally about Coke‟sresponsibility around obesity

Guardian, 7th June 2013

From Bea…

“The fact is that we are all afraid of hearing the truthand of not being able to do something about it; afterall, we are human beings.”

"Being vulnerable is a very scary place. You have to sitand think through how you can handle it. The mostimportant thing is the actions we take and there is noquestion we believe we have to act.

"We cannot solve the problem on our own and itcannot be solved by one action. It will take courage forevery company to stand up and for every individual totake action."

Guardian, 7th June 2013

How is what you at work helping towards the future that we want?

Good job, greatpeople, interesting

work, well paid

Good job, greatpeople, interesting

work, well paid

Helping clients grow,

helping the agency

grow, helping Britain’s

creative reputation

Without a „Planet‟, there is no

„We‟ or „I‟

A tension I needed to resolve

Good job, great

people, interesting

work, well paid

Helping clients grow,

helping the agency

grow, helping Britain’s

creative reputation

HEAD HEART

PLANETGetting people to buy more

and more stuff drives Per

Capita Consumption. A major

cause of Climate Change

Sharing insights

Tom Berry – Kimberly-ClarkSarah Westwood – Our Design Agency

Make the case challenge

Pair up with the other person from your organisationSingletons – join a group

Foundation for a beautiful relationship…..

My brand

In pairs, share your main takeaways from the dayDiscuss: what can I do tomorrow that will help meto achieve my objectives?

outline of the year

Workshop 5

Revisit 2012 andplanning

together

Workshop 6

Behaviourchange

Workshop 7

Storytellinginto action

Workshop 8

Marketing vision

Workshop 9

Deep dives andIndividual

challenges

Workshop 10Turning insight

into actionMeetinggeneration 2

Workshop 11Campaigns

that go BOOMMeetinggeneration 2

April May June September October

November January21st JanuaryInnovations that go BOOM

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