strengthening the “connecting thread”: engaging consumers with purposeful brands in the fashion...

Innovation or Disruption: The Future of Certification (Part 2)

Lars LudvigsenSustainable Communications Expert@LarsHLudvigsen

Jakob Zeuthen

Chamber of Danish Commerce@jakobzeuthen

Reimer Ivang

Better World Fashion

Helene Regnell

Dansk Supermarked Group@dansksupermarke

Jonas GiersingFairtrade Denmark

Nille Skalts

B Lab Denmark

Anne-Dorte Mathiensen

Danish Beauty Award@_BeautyAward

Sustainable Brands- MÆRK:Zeuthen&Ludvigsen

MÆRK:BOOKCONTENTS

CHAPTER1 LABELSMATTER

CHAPTER2 THEWORLD’SMOSTIMPORTANTLABELS

CHAPTER3 COUSINSOFLABELS

CHAPTER4 FOODLABELS

CHAPTER5 CARELABELS

CHAPTER6 CLOTHINGLABELS

CHAPTER7 HOMELABELS

CHAPTER8 WORKLABELS

CHAPTER9 TRENDSTOWARDS2030

CHAPTER10 100STRATEGIESANDTOOLS


LABELSMATTER

Labelsaresymbolsofdoing good

Labelsdocumentsustainableproductsandcompanies

Labelsareaheadoflegislation

Labelsarebuyingbuttons

Labelsfuelthegreentransition

Labelsdonotalwaysmatter


IMPORTANTAREASTOCONSIDERWHENUSINGORDEVELOPINGALABEL

0

20

40

60

80

100Transparant

Awareness

Dynamiccriteria

Supportedbyauthorities

3.partycertification

Globalfocus

Relevance

Simplecriteria

Service

Measurableeffects

Transparency

Thirdpartycertification


Numberoflabelsinbusiness

1

2

3

4

5

more

Labels onproducts

Food

Care

Clothes

Home

work

Other

Number ofemployees

10

50

100

250

500

more

SuerveyLabelsin2030

Thanks to:

• AstmaAllergiDanmark• C2C• Fairtrade• FSC• GreenKey• Indeklimamærket• MadeinGreen• MSC• STeP• OEKO-TEX• NordicSwan• Representatives fromorganic labels;

Ø(L&FandDAK)andDemeter

Position incompany CEO

Othermanagement

Saleandmarket

PRandComm

Other

Stakeholder backgroundSource:MÆRKAugust2016n=152

TENTRENDSTOWARDS2030

1. THENUMBEROFLABELSWILLGROWTOWARDS2030

2. AMORECOMPETITIVELABELLINGMARKETWITHINCREASEDCOMPETITIONBETWEENLABELS- ANDMOREPARTNERSHIPSFORMUTUALBENEFIT

3. LABELSWILLOUTPERFORMLEGISLATION

4. LABELSWILLBEMOREIMPORTANTTHANCORPORATEBRANDING

5. CORPORATESTORYTELLINGONSUSTAINABILITYWITHOUTRESPONSIBLELABELLINGWILLBEMADEREDUNDANT

6. LABELLINGWILLTURNINTOAMUSTFORTRULYSUSTAINABLEBRANDS

7. MEGA-BRANDSWILLBETHELASTTOCONVERTTOSUSTAINABLELABELLING

8. LABELLINGWILLFUELBUSINESSOPPORTUNITIESFORSMALLANDMEDIUMSIZEDBUSINESSES

9. LABELSWILLBECOMEFASHION

10. INDIVIDUALSWILLCERTIFYTHEMSELVES


69%ofDanesuse labelsasabuying parameter

Reference:NorstatonbehalfofConfederationofDanishEnterprise,May2016n=1010.


Thenumber oflabelswill grow towards 2030


Source:MÆRKAugust2016n=152

NONEUTRALYES

Morelabels?

Source:Ecolabelindex.com

3 3 8 35

173

379

450

600

750

1950 1960 1970 1980 1990 2000 2010 2020 2030

Labelshandlechallenges

1920 1970 2020 20700

300

600

900

1200 Space

Global


LocalNaturephilosophy

Regional

Regulation

Presentexpectations

Futureexpectations

Sustainability

Packaging

Vegan

Responsibletextiles

Sharing

Circulareconomy

Microplast

Local§99a

Foodwaste

EDCAllergy

Workingconditions

Probiotic

Health

Anti-corruption

Nano Re-use

Organic

Safety

Environment

Childlabour

Lowfat

Climate

AnimalWelfare

Recycling

GMO

Tax

Lowsocietycost

Gluten-free

Renewableenergy Turism

Fairpayment

Watersaving

TransportPesticides

Biodynamics

Duediligence

Many issuesdemand attention


Repair

Important drivers

Challengesgetting closer

Lowregulatorydevelopment

PushfromNGOs andmedia

Increasingconcern insociety

Increasingnumber oflabels


Labelsvslegislation

Powerofchallenge

Powerofregulation


Become strongest?

Nochange Labels Regulation ?

Food

Care

Clothes

Insideout


TheWaveofsustainabillity

organicm

arketsha

re

organic transition

2016 2030 2050

mainstream

consciousness unconsciousnessunconsciousness

1980

25%

50%

Theorganic revolution


Theblooming ofissuesandmarket relevance

Sustainability

Packaging

Vegan

Sharing economy

Circular economy

Microplastics

Health

Local

§99a

Foodwaste

Endocrine disrupting chemicals

Allergy

Working conditions

Probiotic

Anti-corruption

Nano

Re-useOrganic

SafetyEnvironment

Tax

Childlabour

LowfatClimate

Animalwelfare

Footprint

Recycling

Lowsocietycosts

Gluten-free

Longlife time

Renewable energy

Turism

Fairpayment

Watersaving

Transport

Pesticides

Biodynamics

Duediligence

Home

Society

GMO

Responsible textile

Food

Clothes

Work CareOrganicGMO

OrganicAnimalcare

RecyclingEthics

CircularbusinessEthics

SharingRepair


Repair


Identityandfashionwithlabels

Labelsvs brands

Brands

Labels


Becomes strongest??

Brands

Nochange

Labels

Together

Arelabelsneeded forprofilingsustainable

products

Yes

No

Y/N

TENTRENDSTOWARDS2030

1. THENUMBEROFLABELSWILLGROWTOWARDS2030

2. AMORECOMPETITIVELABELLINGMARKETWITHINCREASEDCOMPETITIONBETWEENLABELS- ANDMOREPARTNERSHIPSFORMUTUALBENEFIT

3. LABELSWILLOUTPERFORMLEGISLATION

4. LABELSWILLBEMOREIMPORTANTTHANCORPORATEBRANDING

5. CORPORATESTORYTELLINGONSUSTAINABILITYWITHOUTRESPONSIBLELABELLINGWILLBEMADEREDUNDANT

6. LABELLINGWILLTURNINTOAMUSTFORTRULYSUSTAINABLEBRANDS

7. MEGA-BRANDSWILLBETHELASTTOCONVERTTOSUSTAINABLELABELLING

8. LABELLINGWILLFUELBUSINESSOPPORTUNITIESFORSMALLANDMEDIUMSIZEDBUSINESSES

9. LABELSWILLBECOMEFASHION

10. INDIVIDUALSWILLCERTIFYTHEMSELVES


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