WereldCafé Learning from Sustainable Brands London

Den Haag, 26 november 2013

NIMA WereldMarketeers

Inleiding

Op 19 en 20 november vond het congres Sustainable Brands in Londen plaats. WereldMarketeers Jeroen Meijering en Bart Bruggenwirth van b-open waren daar aanwezig om de nieuwste inzichten en inspirerende best practices te spotten. Die zijn beknopt samengevat in deze presentatie, die op 26 november in het Wereldcafé met een enthousiaste groep WereldMarketeers zijn bediscussieerd.

WereldCafé Learning from Sustainable Brands London

1. Does business drive sustainability? Does sustainability drive

business?

2. From mindless to mindful consumption

3. We need new narrative

4. Activate for change

5. Change management and leadership

1. Does business drive sustainability? Does sustainability drive business?

The pencil

● Film Milton Friedman pencil

Wet van vraag en aanbod

Fairphone

– If we want to change the system, we need to become a part of it.

– The greatest democracy is how people invest their money (Paul Dickenson)

Spanning sustainability en marketing

5 principles of effective couples therapy:

● Change the view of the relationship

● Modify disfunctional behaviour

● Decrease emotional avoidance

● Improve communication

● Promote strenghts

Business drivers of sustainability (Starbucks)

● Reduced operating costs

● Capacity building in our supply chain

● Large share of emerging customer demographics

● Greater brand love and loyalty

● Employer of choice

● A base line of credibility (policy makers, NGO’s, media)

● A licence to operate

Tips Starbucks

Tips Starbucks

Speak language of business

Figure out your unique niche

Acknowledge and celebrate other campaigns

Don’t worry free riders

Help followers see the light

Sustainability drives business

Competitive advantage vs. collaboration

2. From mindless to mindful consumption

Meaningful brands (Havas)

Meaningful brands (Havas)

Meaningful brands (Havas)

Meaningful brands (Havas)

TOP 10 1 GOOGLE 2 SAMSUNG 3 MICROSOFT 4 NESTLE 5 SONY 6 IKEA 6 DOVE 7 NIKE 7 WALMART 8 DANONE 9 PHILIPS 10 P&G

Verschuiving waarden

Nb. opkomst feminine waarden (empathy, resilience, respect)

Aspirationals

3. We need new narrative

We need new narrative

● Purpose

● Meaningful brands (Havas)

● Net Positive

● Universal truths

● Sustainable Living Plan vs. Aspirationals –> lighter living

● Simple comms: cartoons

● Storytelling

Universal insights to unite

Net positive - Kingfisher

Storytelling

4. Activate for change

Topics

● Behavior change & consumer engagement

– innocent – be consistent, be helpful, be different

● System change: creating conditions for change

– Kingfisher, Nike design app

● Innovatie

Innovatie

Innovatie – families of the future

If your brand constraints to your promise, adopt the brand , innovate to deliver the promise.

Innovatie

• Ecover – going glocal

Innovatie - Natura

Activate - CRM

4 key things for great campaigns

● fit cause and brand

● emotional story

● dramatise product benefit

● engage all stakeholders

Activate - CRM

Activate - tooling

Activate - tooling

Voorbeeld AIG

5. Change management and leadership

Change management

Social intrapreneur

● Mission

● Ambidextrous thinkers

● Master navigators

● Silo busters

● Resourceful

● Resilient

Observaties

● De fit tussen sustainability en branding kan sterker

● Consument wordt mens

● Doen én vertellen

● Weinig disruption

● Social intrapreneurs als activist

● Be smart

Smart

WereldCafé Learning from Sustainable Brands London

Den Haag, 26 november 2013

Presentaties van SB London ‘13 zijn beschikbaar op www.sustainablebrands.com/library

Meer info over NIMA Wereldmarketeers en sustainable marketing vind je op www.wereldmarkeers.nl. Meld je aan als je nog geen lid bent ;-)

www.b-open.nl info@b-open.nl