dewang mehta: role of sustainability in branding
TRANSCRIPT
Sustainability is the process of creating and
maintaining an identity of a specific product,
service, or business that reflects special
added value in terms of economic,
environmental and social benefits.
• The most important elements to be
addressed while developing brand
attributes are:
– Relevance (SolarCity)
– Differentiation (Toyota Prius)
– Credibility (Ola Boats)
– Strategic Fit (Hero)
Role of
Sustainability in
Branding
• TeslaΞ When we talk about sustainability, how can we miss Tesla?
Ξ What makes Tesla stand out?
• Brand Essence
• Innovative technology
• The Business Plan
Ξ What role does sustainability play?
• No EV in the market when the Roadster launched
• Disrupting industry
• Improving people‟s lives through business
• A brand whose essence is giving
• What role does sustainability play?– Social Inclusion
– Socially responsible behavior
– Differentiation
• Expansion in other activities
Socially and ethically responsible purchasing
Minimizing environmental impact through the supply chain
Promoting re-use and recycling
Procurement
Train suppliers on water conservation, provide technology and solar energy
Introduces “Closed Loop Recycle Plastic”
Processed 3.4 million pounds of recycled plastics from old electronics
Committed to put a total of 50 million pounds of sustainable materials
back in its products by 2020
Clean Technology
Minimizing Pollution
Product Stewardship
Operations
“Design for green from the start” for all new construction projects worldwide
Solar-powered lighting in all production areas
High-efficiency water treatment system which recycles 100 percent of all
water used
A number of PepsiCo plants around the world are turning operational waste
into energy to power their facilities
Enhance Livelihood
Analyzing and quantifying freight greenhouse gas (GHG) emissions
Improving packaging to allow carry more cargo in fewer trips
Outbound Logistics
Hindustan Lever has built alliances with telecom & banking companies to
increase the income of the Shakti family
To empower underprivileged rural women by training them in health and
hygiene and allowing them to undertake income-generation activities.
The women, known as Vanis (communicators), sell soap, shampoo and
other personal care products
Change in Social Behavior
Bring Social Awareness
Marketing & Sales
Aims to build the educational future of India „Brick – by – Brick‟ by
addressing the need for better educational infrastructure and building
Introduced P&G Shiksha program
Donates a part of profit to the education of young children
Evolved into a national consumer movement
Offerings that satisfy customer needs and significantly improve the social and
environmental performance
It addresses and fulfill both ecological and social issues
Services
SBI started providing Green Channel Counters
To change the traditional way of paper based banking in a limited way
It enhances Customer ease as there is no need to remember the 11 digit
account number or carry passbook
Introduction of Solar ATMs
Walmart Case
The company hires local individuals, increased 401(k) (retirement) savings, good employee health
care coverage
“Save Money. Live Better.” Television commercials highlighted the company’s positive impact ondecreased energy costs
Walmart launched environmentally
friendly initiatives such as constructing new buildings from recycled materials
Stores became cleaner, aisles less cluttered, and merchandiseeasier to reach
To accomplish three goals:fill every trailer to capacity; drive trailers the
fewest miles possible; and use the most efficient equipment
Procurement
Operations
Outbound Logistics
Marketing & Sales
Services
• Only incremental changes happening
• But what is the bigger problem?
• Quality
• SafetyPerception
• Desire
• Action
Consumer Behaviour
• Financial
• HolisticMotivation
Problems
• Why is change not happening fast enough? Wrong question. Why does change happen at all?
– Motivation
– Strong Brands inspire people to act
• According to Maslow‟s hierarchy of needs, Psychological and safety needs form the basis of the pyramid
– Firms need to satisfy the base first
– First satisfy functional benefits and then target emotional benefits
Problems
How can organizations incorporate sustainability in
brand innovation?
Design holistically
Create collaboratively
Be playful
Disrupt and delight
Future Ahead
http://www.environmentalleader.com/2008/09/28/sustainability-and-its-
impact-on-brand-value/
http://www.plasticsnews.com/article/20160620/NEWS/160629976/dell-
builds-its-focus-on-recycling-sustainability
http://www.pepsico.com/Purpose/Environmental-Sustainability/GHG-
Emissions
http://www.pepsico.com/Purpose/Environmental-Sustainability/Packaging-
and-Waste
https://www.pg.com/en_IN/sustainability/social_responsibility/social-
responsibility-programs-in-india.shtml
http://healthmarketinnovations.org/program/project-shakti
References