nov session slides final as used
TRANSCRIPT
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Sustainability and marketing:
a match made in heaven?
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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
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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
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Jonathan Wise >>
The Comms Lab
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the roundtable 2012
What does good look like in practice?
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the roundtable 2013(kick-off…)
How can we reflect what we do in what we say , and vice
versa?
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the roundtable 2012(continued…)
How can sustainability and marketing goals turbo-boost oneanother?
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“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
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Our shared journey….
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bathrooms
12
Tissue and
towel
manufactu
rers
Furniture
retailers
Plumbers
and
decorators
Bathroom
system
designers and
manufacturers
Lifestyle
magazines
House
builders
Energy
companies
Personal
hygiene goods
manufacturers
and retailers
Local
authorities
Water / utility
companies
Users
DIY
retailers
DI
advi
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Introductions
• What sparked your interest in today‟sworkshop?
• What would you like to take away from today?
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Brands and sustainability
Overview
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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...‛
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Path to a sustainable business
Innovating
to win on
that path Shaping the
context for
a brighter
future
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The three levels of brand-led innovation
Create the conditions for
change
Connect with R&D to
spark innovationLead the consumer
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short-term investors
disengaged citizens
lack of enabling policy
Lead the consumer on
sustainability
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Apple
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Method
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short-term investors
disengaged citizens
lack of enabling policy
Connect with R&D to
spark sustainableinnovation
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WandularA device for life
CoreNestPlayViewWearWand
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short-term investors
disengaged citizens
lack of enabling policy
Create the conditions for
change
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8/13/2019 Nov Session Slides FINAL as USED
http://slidepdf.com/reader/full/nov-session-slides-final-as-used 31/73VISION
B Q survey
INTIMIDATING
COMPLEXRELEVANCE
£ROI INTEGRATION
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No FOMO*
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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
stuck
No new evidence is
created – sustainability
remains novel
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Business as usual seems safe
34
we often think pink
Adapted from Innovation Killers, Christensen et al, HBR Jan 2008
Assumed businessas usual
A
Projected cash stream fromdoing something different
C
More likely business as usual
B
we don’t think VUCA
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Exploring the case for sustainability in marketing
Jonathan Wise, CommsLab
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getting better at ‘making the case’
1. Do you havea journey to
build on?
2. Do you havethe right senior
executive
leadership?
Yes
3. Do you havea
long-term view of how the
companycreates value?
Yes4. Do you have
a specific
business
rationale?
Yes
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getting better at ‘making the case’
1. Do you havea journey to
build on?
2. Do you havethe right senior
executive
leadership?
Yes
3. Do you havea
long-term view of how the
companycreates value?
Yes4. Do you have
a specific
business
rationale?
Yes
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Making the case…
Head:
Providing the
specific business
rationale
Heart:
Changing the
conversation
…supplemente
d by….
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Framing…
I can help you be better at your job
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„Stimulate Demand‟ for sustainability:
Using a classic marketing technique
Think
Feel
Do
FROM CURRENT TO DESIRED FUTURE
Think
Feel
Do
What is the shift you are seeking?
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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
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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
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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
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Wh d k ?
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What do marketers want?
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?
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What do marketers want?
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
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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
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Building a compelling narrative:The difference between
means and ends
A great sustainability story:
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A great sustainability story:
Walkers sourcing British ingredients
For marketing: A different story –
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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 -
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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…”
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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?
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Head:
Providing the
specific business
rationale
Heart:
Changing the
conversation
…supplemente
d by….
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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
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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
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How is what you at work helping towards the future that we want?
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I
Good job, greatpeople, interesting
work, well paid
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I
Good job, greatpeople, interesting
work, well paid
WE
Helping clients grow,
helping the agency
grow, helping Britain’s
creative reputation
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Without a „Planet‟, there is no
„We‟ or „I‟
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A tension I needed to resolve
I
Good job, great
people, interesting
work, well paid
WE
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
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Sharing insights
Tom Berry – Kimberly-ClarkSarah Westwood – Our Design Agency
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Make the case challenge
Pair up with the other person from your organisationSingletons – join a group
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Foundation for a beautiful relationship…..
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My brand
In pairs, share your main takeaways from the dayDiscuss: what can I do tomorrow that will help meto achieve my objectives?
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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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