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Rerouting the mainstream Dean Sanders, GoodBrand & Company Rainforest Alliance Workshop, 16 May 2007 2007 The Good Brand Works Ltd Slide 2 Heres what youll get: 1.A new way to think about mainstream 2.The biggest opportunity ever! 3.9 routes to success Slide 3 What are you? Ordinary waster Unique creator Slide 4 mainstream Normal or conventional ideas, attitudes, or activities Oxford English Dictionary mainstream A prevailing current or direction of activity or influence Websters Dictionary Slide 5 To consume To destroy, to squander, to use up, to deplete Slide 6 100 years of conditioning Slide 7 Current levels of consumption are not sustainable Slide 8 Slide 9 One mans consumption becomes his neighbours wish. The more wants are satisfied, the more wants are born John Kenneth Galbraith, The Dependence Effect Slide 10 So whats the challenge? To enable ordinary people to move from being conventional wasteful consumers to being unique individuals with the power to make a difference exercising their ability to make acts of creative consumption Slide 11 What should companies pay attention to in the next few years? Source: Ipsos MORI June 2007, All British Public Slide 12 Sustainable consumption is booming Source: Fairtrade Labeling Organizations. Annual Report 05-06 Organic Trade Association, Soil Association, IFOAM Fairtrade Organic 23% 35% 60% 12% 30% 40% Slide 13 Source: Fairtrade Labelling Organizations. Annual Report 2005- 2006; Organic Trade Association, Soil Association, IFOAM, Personal calculations but ethical share of total food is very low FairtradeOrganic Germany0.03%1.3% UK0.37%3.1% USA0.08%2.5% Slide 14 The sustainable business opportunity is potentially as big as the entire market for all goods and services currently consumed by the mainstream Slide 15 Nine ways to reroute the mainstream Slide 16 Insight Slide 17 Slide 18 Truth Slide 19 Leadership Slide 20 Identity Slide 21 Optimism Slide 22 Slide 23 Equality Slide 24 Energy Slide 25 Quality Slide 26 Value Slide 27 Insight Truth Leadership Identity Optimism Equality Energy Quality Value