evidence and ideas. applied

Header---Espresso-Blog

3 lessons for brands from Sustainable Brands London 2013

Posted on
  • Font size: Larger Smaller
  • 2 Comments
  • Print

Last week, my colleague, Abbie Curtis, and I enjoyed a fantastic couple of days at Sustainable Brands London. Monday started with insights on declining trust in brands and the rise of feminine values, and Tuesday ended with lessons for intrapreneurs and how to be a successful change agent.

There was an abundance of research, advice and case studies in between. I've just selected 3 lessons for organizations that are trying to cement their position as sustainable brands. These stood out for me and were nicely summed up by Geraldine O'Grady from Mondelez.

First, find the thing your business can meaningfully focus on. For Mondelez this was their coffee farmer training centre. BSkyB gave similar advice - their Sky Academy leverages a brand that resonates with young people. And there should be a balance between the issues that really are crucial to long term business strategy and those that stakeholders perceive to be important. Take Starbucks and Jim Hanna's "damn paper cups!" - a tiny proportion of the company's overall footprint but visible and important to customers and stakeholders. GlobeScan is working with an increasing number of companies on helping them respond to stakeholder expectations and optimize their positioning. 

Second, set your flag further down the path and set targets. These may be 2016 (as with Kering) or 2020 (Mondelez) goals. Ecover suggested taking it a step further, saying brands should “set impossible goals that are genuine game changers”. Other brands including Mars and Nandos use targets to demonstrate commitment to sustainability, even where they have made a conscious decision to not always communicate this to consumers.

A third lesson was to engage people inside and outside the business. This is something we at GlobeScan really believe in, via stakeholder intelligence and engagement. And the value of collaborations and partnerships came up over and over again. There are some obvious ones, but FSC encouraged us to "find uncommon collaborations." Effective relationships with stakeholders are crucial to moving forward with any leading sustainability strategy.

And here are my three creative highlights: Natura's Sou video - why do I need what I don't need?; Dragon Rouge's wonderfully inspiring Family of the Future 2030 video; and Innocent's rocking chair test for what they leave behind.


Please feel free to comment on this blog or contact me directly:

Caroline Holme | Director, Brand | This email address is being protected from spambots. You need JavaScript enabled to view it. | Twitter | Bio

About GlobeScan

For twenty-five years, GlobeScan has helped clients measure, understand and build valuable relationships with their stakeholders, and to work collaboratively in delivering a sustainable and equitable future. Uniquely placed at the nexus of reputation, brand and sustainability, GlobeScan partners with clients to build trust, drive engagement and inspire innovation within, around and beyond their organizations.

Comments

  • Maxwell Lumbasi 29 November 2013

    this a great especially the third one sharing or engaging with pple in and outside the business

  • Abbie Curtis 29 November 2013

    Thanks for your comment Maxwell! Engaging with internal and external stakeholders is indeed crucial to moving forward on sustainability, as we saw at the SB London event and through our work with clients. If you're interested, take a look at the Collaboration Forum we ran with UK telecoms firm BT to drive forward their Better Future sustainability strategy: http://www.globescan.com/component/edocman/?view=document&id=83&Itemid=591

Leave your comment

Guest 18 September 2014

The GlobeScan Espresso Blog offers weekly insight from GlobeScan team members, based on our expertise in stakeholder intelligence and engagement, as well as client experience, and supported by our unique global trends archive.

The Featured Finding offers a weekly insight from GlobeScan's unique global survey data archive. Every Friday, we share and interpret a topical finding from one of GlobeScan's most recent studies conducted among global publics or key opinion formers, focusing on business in society, the environment, the economy, industry reputation and global trends. You can also view all the Featured Findings published since 2010 by topic and geography
FOLLOW US ON TWITTER: @GLOBESCAN