Brand building and sustainability: beyond
green logos, sprouts, and planets cupped in hands




Marty McDonald and Hilary ...
Studies show that most people want green stuff.
Studies show that most people want green stuff.
And marketers know it.
But overall, green isn’t really ready for prime time.
But overall, green isn’t really ready for prime time.
The marketing is ahead of the r&d
The marketing is ahead of the manu...
Welcome to




Greenwash
pg&e
pg&e
diesel
wal-mart
chevy
shell
bp
bp
mock ad
greenwashing guide




2008 Futerra
Why do they go to all the trouble?
Because it works.
According to Fortune, “fresh ideas and being green”
are key to a great reputation.
The top 3 Most Admired companies for 20...
The effect of all this green marketing?
The effect of all this green marketing?

People are confused, angry…cynical.
So how to do it a better way?
the brands of tomorrow




Will replace the old model of a separate and
controllable external brand image—an image created...
the brands of today / external image




ID branding, 2008
the brands of tomorrow / image circumvented




ID branding, 2008
the brands of tomorrow / expression of values




ID branding, 2008
the brands of tomorrow / customer compatibility




ID branding, 2008
What does the Conscious Consumer care about?


>   Environmental responsibility
>   Social responsibility, including fair ...
why now?
We are profoundly disconnected from:
ourselves
ourselves
each other
our livelihoods
our surroundings
#2   And we’re running out of planet
Enter the Sustainability Age
“Sustainability meets the needs of
 the present without compromising the
 ability of future generations to meet
 their own...
1972   1989   2001   2002   2005   2008
Massive anxiety and desire for change

                                              Healthcare
                          ...
But change is hard
Enter the Conscious Consumer
7%               70%




7% pure green   70% recycle, buy some organic
Strategies to align brands with conscious consumers
an important indicator




People are not willing to pay more for green
strategy




Appeal to enlightened self interest
enlightened self-interest




                                                                       Altruism
            ...
enlightened self-interest / Toyota
enlightened self-interest / Toyota
enlightened self-interest / Toyota
enlightened self-interest / Nature’s Path
enlightened self-interest / Nature’s Path
enlightened self-interest / Gerding Edlin
important indicator




People are becoming cynical and suspicious of
green claims
strategy




Practice and preach:
authenticity, transparency, accountability
transparency accountability / Patagonia
transparency accountability / Patagonia




http://www.patagonia.com/usa/footprint/index.jsp
transparency / Organic Valley
transparency & accountability / Timberland
authenticity / Earthbound Farm
authenticity / Earthbound Farm
important indicator




70% said businesses bear as much responsibility as
governments for driving positive social and
env...
strategy




Become a driver of, and for, change.
social change / Kiva
social change / Target
Social + environmental change / Better World Books
Social + environmental change / Better World Books
important indicator




80% said it’s important for a company to stand for
something other than profitability.
strategy




Stand for something
stand for something / Google




Don’t be evil.
stand for something / Whole Foods




Whole foods, whole people, whole planet.
stand for something / Working Assets
important indicator




75% polled want big corporations to share more
profits and treat employees better
strategy




Share profits and communicate such.
Treat people fairly.
profit sharing – cause / Newman’s Own
treat people fairly / St. Luke’s
important indicators




1. People want to go green but don’t know how

2. People are skeptical about green claims from
  ...
strategy




Help consumers understand the issues and engage
with them, educate
educate / Starbucks
educate / Earthbound Farm
educate / Puget Sound Energy
educate / Puget Sound Energy
strategy




Engagement, Dialogue and Partnership.

Because of the complexity of the system,
businesses need to engage in ...
dialogue / Dell
dialogue / Chevy
dialogue / Shell
partnership / NAU
partnership / Clorox Greenworks
some important indicators




People hate ads more and more, ignore them,
distrust them – especially in the green space
strategy




Is advertising the right tool?
environmental / Whole Foods
bags / Nature’s Path
no ads / Clif
social media and events / Better World Books




                                    Well       CHEAP
                    ...
package /
Better World Books
media partner /
Starbucks
The bleeding edges
and where things are going
diffusion of innovations
Food
hipster farmers
a deep yearning: Farmville
urban rustic
hipster food producers
hipster butchers
raw food
Lifestyle
men’s grooming
women’s grooming
DIY / Etsy
urban rural
feral chic
habitation
communities
transportation
media choices
Cultural
evolution
thanks
marty@eggusa.net
hilary@eggusa.net
Brand Building and Sustainability by egg
Brand Building and Sustainability by egg
Brand Building and Sustainability by egg
Brand Building and Sustainability by egg
Brand Building and Sustainability by egg
Brand Building and Sustainability by egg
Brand Building and Sustainability by egg
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Presented at Resource: Green Design Expo in Portland, Oregon on April 22, 2010

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  • Thanks AIGA and Happy Earth Day. I hope everyone walked here.
    Less design oriented and more brand and green brand comm start talk.
    I am me and HSB is she.
  • They want to do well by the environment, and they want to do the right thing, so long as they don’t have to give too much up.
  • Of course they do. They see the same research I do. In fact, theirs is even more sophisticated. But you don’t need to see research to know this. Its all around us.
  • And logos,….The common themes of leaves, green, globes, sprouts, trees, is omnipresent and a little,…overwhelming
  • And logos,….The common themes of leaves, green, globes, sprouts, trees, is omnipresent and a little,…overwhelming
  • Coke, Levis, Sun, beer, energy, even trash—Waste Managemnt
  • Its almost as if green crept right up on companies, and happened before they could do anything about it. When this happens, the easiest thing to do is change the marketing.
  • Its almost as if green crept right up on companies, and happened before they could do anything about it. When this happens, the easiest thing to do is change the marketing.
  • It’s called Greenwashing,… and greenwashing is all around us. And there are no rules to prevent it. The green guides set up by the government back in the 90’s are irrelevant mostly, and while they have started reviewing those, nothing concrete has happened.
  • Solar powered billboard that generates more power than it uses and sends it back into the grid. Of course, this is surely worth a little PR.
  • So in the. Doing little meantime, we polish, we burnish, we extol the virtues, we make green mountains out of molehills, We exaggerate, we inordinately embellish. We base our ad campaigns and most questionable of all—our entire brands--around green.

    PGE—highly questionable campaign—established a carbon offsetting tool that you could pay PGE to implement on your behalf to offset carbon.
  • Capitalizing on the green trends…fashion is in the thick of things: Levis, Donna Karan, Target, Quiksilver, Timberland, Eileen Fisher
    Here Diesel creating some very ironic ads around global warming
  • Wal-mart is in on it, too, as are many retailers at this point. This is WM Canada, but WM USA is doing a lot around green in the US too—mostly operationally. Again, it takes time to get green products in the pipeline so that, as a retailer, you can actually offer green products.
  • And of course the car companies. Chevy is very much considered a greenwasher because they have built a big campaign around green called Gas Friendly to Gas Free. Superbowl ad on Volt--a new electric car.
  • Shell here embracing the hey were groovy and flowers come out of our smokestacks, so alls well man.
    Nailed design but example of how powerful good design can be…but for the wrong effort
  • But the crown goes to BP who reinvented their entire brand around green. They even reassigned the acronym behind the abbreviation for their company—from british petroleum,…to Beyond Petroleum. Wow, the gall, huh?
  • 99% of their energy portfolio is petroleum based, ie NOT green, and they rebranded the entire company around green. They had folks tell stories about the 1% and put them out there everywhere—spent 300 million dollars.
  • Even riles up Greenpeace enough to make this ad.
  • Here is a sort of primer on how to recognize greenwashing—some of the approaches and signs.
  • And run the risk of backlash?
  • And run the risk of backlash?
  • Its annual America’s Most Admired Companies survey is conducted among 3,322 executives, directors and securities analysts who rank companies on a variety of eight reputational criteria, from investment value to social responsibility.

    GE: is admired for its expansion into earth-friendly technologies embodied in its “Ecomagination” campaign

    Starbucks has paid fair-market prices to Third World coffee farmers and helped develop ecologically sound growing practices

    Toyota has the PRIUS
  • So what do you think happens when all this green marketing is put out there, and yet, there isn’t much in the way of green offerings? (Remember VOLT, BP, etc)
  • So in the end, green advertising has had the reverse effect that it is supposed to, counterproductive—it has slowed the push to green by easing demand and challenging trust. (The economy is helping too. ) But it’s not stopping it. Demand is still there. This is not a trend--its here to stay.
  • So what it does is present an opportunity for brands that want to emerge as true green leaders
  • Lovemarks need 3 principles: Mystery, Sensuality and Intimacy. Do you want to be intimate with a dirty mean, polluting, irresponsible brand?
    Because consumers are primed for brands that are the best at what they do, AND are socially and environmentally responsible. In fact, this might soon enough become the cost of entry for a Lovemark.
  • So lets say we’re one of the few companies out there already with good green products, or one who is getting ready to launch a green product, or one who is greening their supply chains, or manufacturing, sourcing, what have you—how can we do this green branding stuff well and true to form so that ultimately, we make the emotional connection with the conscious consumers who want green stuff(80%)?
  • To do that, we need to take a six slide segue into the state of where branding is going today.

    As you all know, a brand is essentially a meaning-making system which generates and embodies a set of values which are embraced by its target audience. The real question people are asking of a brand is, what do you stand for? In the best-case scenario, the answer to this question compels people to want to join that brand’s culture. And obviously, embracing sustainability in "brand culture" can help strengthen your green-marketing message. We see a replacement of the external brand image with one that is the expression of the company’s true values—and values that are shared with the companies stakeholders—external and internal, customers, and employees alike.
  • We this is the current but out-dated model of branding, based on the external brand image, where companies project outward in a one way direction—a monologue that counted on memorability, awareness and affection to drive sales. Today, consumers don’t want an act, they just want honesty. They don’t want a manufactured brand that tries to pander to their tastes. They want something real.
  • So today, the brand image is circumvented, thanks mostly to the internet.
    There’s no longer such thing as a controllable external brand image anymore. Because of the internet, consumers now have an unprecedented view into a company and access to its most sensitive internal secrets. And there are instant word-of-mouth reports from people who’ve tried a company’s product or service. The blogosphere and social networks are ablaze with conversations about companies, products and brands. Peer to peer had become more viable and relevant today with the net.
    We see it now for example with the blogosphere calling green marketers on Greenwashing.
  • So the new model of branding is based on values that drive a company’s every action and communication. This is where CSR comes into play, and why it has become so hot. Companies know they need to embrace this because their customers care.

    Authenticity has become the new spin.
  • This model is so powerful because the brand’s values are compatible with the customer’s values.
  • Underlying value system that represents a shift away for the 80’s about me capitalism, achievement, ruthless self promotion. Trying to shift to a more humanistic connected life.
    Consider the evolutionary environment that HSB spoke of
    Conscious Consumer traits--not a demo but a psycho
  • Well let look at the last two decades. Things have accelerated dramatically in the last 2 decades how come
    Lets look at some of the factors that contributed to change
  • So today, we are out of sync. We spend most of evolutionary history in nature making things by hand connected with others, and the enviromments that we find ourselves are profoudly out of sync with the kinds of animals we are.
    we got ourselves into trouble as a species.
    We’re livin uneasy lives out of sync w/ natural rhythms.

  • If you look at modern ills, you can trace them to a disconnect between the animal that we evolved as, and the life. They’re symptoms of a life out of balance. We try to treat them with pills, but that only makes things worse
    Bodies and minds not well-adjusted to the environment we’re in!
    Obesity on the rise: in ancestral environment
    83% of Americans are overweight and 39% obese (Harris Poll, 2006) rising for kids: By the end of the decade, 46 percent of children in North and South America are projected to be overweight, and 15 percent will be obese.

    Mental illness on the rise. Schizophrenia, depression, anxiety modern ills.
    The global suicide rate is up 60% over the last 50 years with an even more marked increase in the developed world.
    An estimated 26.2 percent of Americans ages 18 and older — about one in four adults — suffer from a diagnosable mental disorder in a given year. Generally 2 or more. comorbidity
    2.4 billion prescritions last year. Half of americans use at least one.
    2005. Of those, 118 million were for antidepressants.
    25 percent of adults will have a major depressive episode sometime in their life,
    Therapy on the decline
    Don’t actually make you happier. Just numb you. Don’t allow you to work thru grief, change your life, etc.

    25% of consumers suffer from heart health problems (Datamonitor 2004)
    Only about 32.5 percent of American adults report regular leisure-time physical activity.
    Noise levels = stress
  • There were no screens in the savannh
    Our brains don’t know the difference between screen and reality.
    Our brains need active play, active action. Consequences to behavior. Real risks, real experience. Its damaging to spend too much time in a virtual world.
    Jerry mander
    **hours spent online/teevee
      Adults and teens will spend nearly five months (3,518 hours) next year watching television, surfing the Internet, reading daily newspapers and listening to personal music devices. That’s only one of thousands of nuggets of information on Americana and the world in the U.S. Census Bureau’s Statistical Abstract of the United States: 2007, released today.
    Up to 18 hours/week of tv.
  • We evolved to live close together, in villages/tribes. The ideal of one nuclear family or person/house is crazy.
    Dunbar's surveys of village and tribe sizes also appeared to approximate this predicted value, including 150 as the estimated size of a neolithic farming village; 150 as the splitting point of Hutterite settlements; 200 as the upper bound on the number of academics in a discipline's sub-specialization; 150 as the basic unit size of professional armies in Roman antiquity and in modern times since the 16th century; and notions of appropriate company size.
    In fact, the American Sociological Review reports that 25% of Americans have no close confidants, and the average number of confidants per citizen has dropped from four to two.

    As of 2000, the most common household type in the U.S. is a person living alone. - Hobbs, Frank. 2005. “Examining American Household Composition: 1990 and 2000.” U.S. Census Bureau.
    There are more than 31 million one-person households in the U.S., representing roughly 27% of all households. - U.S. Census Bureau. “America’s Families and Living Arrangements: 2007.”
    Makes ppl unhappy

    Not like living together in traditional nuclear family is much better:
    59% of the married women would “end their marriage today” if they could find financial security elsewhere.    * 51% of the men thought their marriages were ‘loveless’.
    * 50% percent of first marriages, 67% of second and 74% of third marriages end in divorce
    * Children of parents who divorce or separate end up with more mental and physical health problems than children of intact homes
    * The average wedding costs $27,000, and the average debt incurred to fund a wedding outlives the actual marriage by five years.
     * Over 50% of the couples had thought seriously about divorce.    * 10% wished they had married someone else.    * 37% said they stayed together for the sake of the children.

    Adolescents
  • Used to be, we spent 4 hours getting food, etc, and the rest of time hanging out. Now we spend 8 hours a day doing stuff we dislike, that we have little connection to, where our labor benefits others.
    77% of americans hate their jobs
    Marx's Theory of Alienation is founded upon his observation that in emerging industrial production under capitalism, workers inevitably lose control over their lives and destinies by being deprived of control over their actions.
    *vanishing middle class also a problem. Declining standards of living, for unfulfilling work. Gap between rich and poor larger than ever
    "the richest 1 percent have more financial wealth than the bottom 95 percent combined
  • Louv deep ecology for mainstream
    Evolved to roam outside
    children are spending less time outdoors,[2] resulting in a wide range of behavioral problems.[3]
    1991 study that found that the radius children are allowed to roam outside their homes has shrunk to a ninth of what it was 20 years ago
    Fear of strangers, of dirt. Hyper-scheduled life “play dates” vs play. Video games
    Ecopsychlogy, deep ecology
    Now it's starting to be. A lot of it comes out of the biophilia hypothesis. In all the studies -- prisoners in prisons, people in the infirmary -- those who have a view of a natural landscape heal faster. Now they're observing kids playing on natural playgrounds, as opposed to concrete playgrounds.
    Outside reduces ADD
    Crazy that a book is breakthrough when its something we already know
    Solastalgia is a neologism coined by the Australian philosopher Glenn Albrecht in 2003 with the first article published on this concept in 2005.[2] It describes a form of psychic or existential distress caused by environmental change, such as mining or climate change.
     
  • If we continue with current production and consumption patterns, two planets will be needed by 2050.
    Pollution, Peak oil, global warming
    True cost economics is starting to be examined.
  • This is an age of correction, of trying to get back into balance with ourselves, with each other, with our natural environment
  • Classic UN definition
  • Start RC back in 1972 when she highlighted the toxic pesticide runoff in our water. Back to the land movt in 70’s. Then the 80’s happened and created a backlash materialism, capitalism, wealth. Big brands became king.
    Whole foods 1990s underpinning peaking in 2000s
    Adbusters 1989WTO: 1999
    No Logo 2000
    Dot bomb 2001, Recession 2001
    Bowling for Columbine 2002 Academy Award
    Al Gore 2005Recession 2008
  • So here we are!
  • People are anxious. They feel a lack of control in their lives. They are looking for change. But personal behavior change is hard. And changing global problems is even harder.
  • 2006 The green covers Newsweek etc. The easiest way for most people to create a feeling of control is by exerting their purchasing power and buying brands that make them feel like they’re in control of their lives and making a difference in the world.

    We have reached a cultural tipping point:
    The Conscious Consumer has arrived.
  • Important that we don’t think of the CC as one kind of person but rather a continuum. We look at it as a segmentation. Lots of different factors driving people at every point of the continuum.
    Set up core and mainstream LOHAS greenie
  • So lets looks at some strategies for how to reach these conscious consumers.
    We’ll start with an important indicator that has come out of recent research
    Followed by a strategic approach, and some examples
  • First indicator is the fact that people aren’t willing to pay more for green products
  • So we turn that on its head, and NOT sell green. Generally, we never market something as green from the outset. At the highest level, we need to find the resonant selling proposition that will benefit the consumer, not the environment.
  • This is a very simplified construct of Enlightened self interest to help orient us in messaging strategies—the idea that for just about everyone, two factors weigh into almost every decision as it relates to this idea of conscious consumerism: Altruism and Self interest. Everyone has some of both but generally speaking, for the majority of people, there has to be something in it for them. Taste, aesthetics, style, functionality, quality, comfort, peer recognition, etc. Then, as an additional element the idea that the product is good for the environment or society makes for a powerful proposition.





    Enlightened self-interest is a philosophy in ethics which states that persons who act to further the interests of others (or the interests of the group or groups to which they belong), ultimately serve their own self-interest. [1] It has often been simply expressed by the belief that an individual, group, or even a commercial entity will "do well by doing good". [2][3] In contrast to pure greed or pure altruism

    Even though we’ve got all these segments, humans are fundamentally more similar than they are different. Anthropologist Donald Brown, human universals. Can’t forget this when trying to reach out. Magic, jokes, ethnocentrism, taboos, language, fear of death, play, symbolism…You’ll have the most succeess if you tap into human universals, using segmentation to further nuance your messaging
  • Older Prius ads—interesting to compare to the newer presentation if the brand and to see how the messaging has changed.
  • Newer. Style, technology, innovation
  • Blatant



  • GOLD LEED condos that offer luxury in the context of environmentalism
  • With the web’s new transparency, it‘s harder to get away with anything. Everyone can find our pretty much anything they want about a company or brand
  • All about telling the full story of where products come from—started with Nike labor dispute
    Now with food, and many other things too. Who worked on it, how much were they paid, and what materials and resources were used in the process. With more concern over our resources and their depletion, global warming, polllution and toxicity, all of these things become extremely important.

    Authenticity is about actions and communications that are in alignment and must be credible.Transparency is about showing your stuff, your process, ingredients. Accountability, is taking responsibility for all of the above
  • Greatest recent example of this recently.
    Allows the viewer to track a products “footprint”, from source to store.

  • OV is a COOP, and Meet the farmers was a way of opening the black box of milk production and exposing the faces of the farmers who are growing and producing it.
  • Another classic—the “ingredients label” from Timberland that told the story of not only environmental impact but social—much harder to quantify.



  • And this is an opportunity for brands to be leaders.
  • Kiva is a microfinancier. Fancy word for a group that enables individual lenders to find entrepreneurs in developing countries who are looking for microloans. The organization posts entrepreneurs' financial needs and pictures online with the help of thirty-eight local microfinance institutions around the world, while lenders can track entrepreneurs' progress as they repay the loans, typically over a one-year period. Since Kiva was launched eighteen months ago, nearly 40,000 people have used the site to lend a total of $3.3 million to some 5,000 entrepreneurs.
  • On the left is an example of a Target sponsored community garden.

    Center, for the first time in the 80-year history of The New Yorker magazine, a single advertiser Target--sponsored the entire issue carring 17 or 18 advertising pages, each done by a renowned NY artist, designer, illustartor and paying homage to the strong community relationship between NYC and the Target company
    Right: Target is dedicated to strengthening communities through a giving component in their corp philanthropy.
  • Social enterprise


  • Look at the most successful brands that have emerged in the last decade and you’ll find that most of them have been built on a strong and clearly articulated set of beliefs and values.

    And we’re not talking about standing for just anything—brands have always stood for something. We’re talking about taking a social or environmental stance.
  • Google went from a college research project to a company with a brand value estimated at 17billion all while seeking to live by its credo of “Don’t be evil”, social higher calling if you will
  • Wholefoods has become the fastest growing retailer in the world by building its brand on a simple philosophy of Whole foods, whole people, whole planet. Like Stonyfield and others before it, these companies have turned strong beliefs into a winning proposition—and those core beliefs and core values are the cornerstones of their brands and their marketing programs
  • With CREDO Long Distance, every call you make helps support progressive causes like human rights, the environment and voter registration – at no extra cost ...

  • To some degree, this is nothing new—companies have always done some of this, but now more than ever, in light of all the bad corporate behavior and downgrading of the corporate standing, its time to do it and do it plentifully, and don’t hesitate to talk about it.
  • Less employee based but nonetheless, it is about sharing profits
  • But not only did Malden Mills' CEO Aaron Feurstein vow to rebuild his facility, he also promised to pay his workers full salaries for three months. At a time of downsizing and plant closings, Feurstein's decision made headlines around the country.

  • Use entertainment and be interesting, intriguing.




  • Engagement, Dialogue and Partnership:
    Because of the complexity of the system, businesses need to
    engage in transparent and authentic discussions with their
    customers and their critics alike. Conversations and storytelling are
    becoming the new communications medium.
  • Dialogue creates a direct channel to stakeholders that can be used to gather feedback, build credibility, and engender more loyalty by showing a more human side of the company.
    In other cases, companies are using dialogue to activate stakeholders – including customers, suppliers, employees, partners and shareholders – as change agents by soliciting new ideas.
  • Dialogue creates a direct channel to stakeholders that can be used to gather feedback, build credibility, and engender more loyalty by showing a more human side of the company.
    In other cases, companies are using dialogue to activate stakeholders – including customers, suppliers, employees, partners and shareholders – as change agents by soliciting new ideas.
  • Dialogue creates a direct channel to stakeholders that can be used to gather feedback, build credibility, and engender more loyalty by showing a more human side of the company.
    In other cases, companies are using dialogue to activate stakeholders – including customers, suppliers, employees, partners and shareholders – as change agents by soliciting new ideas.


  • Look at the most successful brands that have emerged in the last decade and you’ll find that most of them have been built on a strong and clearly articulated set of beliefs and values.
  • Green is almost an anti advertising movement, so many are suspect. And less costly.

  • Look at the most successful brands that have emerged in the last decade and you’ll find that most of them have been built on a strong and clearly articulated set of beliefs and values.




  • Moving ahead by moving backwards. How far? Differs. Yearning for a simpler time, a more wild and free time.
  • TRENDS COME FROM HERE….

    Classic everett rogers model. Technology adoption.
    Realization that we can’t go on like this. Green is the bleeding or cutting edge these days in every domain. Technology, energy, architecture, investing, clothing/other materials, food
    This is way beyond the back-to-the-land movement of the 70s
    This is a global mainstream shift. It’s happening in every industry, and it’s reflected in corporate behavior, which makes its way to brands, which makes its way to the consumer. Ever since the industrial revolution, we’ve been behaving unsustainably, and government and industry are finally realizing this and implementing change oon a massive scale (obviously these changes take time to percolate thru the culture. Hence, the bleeding edge.
  • The most telling indicator
  • hipster
  • urban gardening
    Lawn-to-garden
  • general store revival (trendcentral 3/19)
  • Canning/preserving
    Drinks of yore
    heirloom/craft everything

  • Eat with hands, superfoods, where trends come from
    Also paleo diet
  • Correction

  • In fact, in an NPR interview in which he offered predictions for 2010, Barneys creative director Simon Doonan forecast the demise of the quest for perceived physical "perfection," as the next decade ushers in a reclaiming of the bohemian mindset.
    Away from masochism
    Three woman food service unshaved pits
  • home remedies,
    naturopapthy
    west to east medicine,
    Means of production
  • Paleo exercise
    hunting
  • Correction
  • living in 60sqft article
    edible landscaping
    lawn to garden
    Cohousing
    Ecovillages, leads into
  • no impact man
    barter, freecycle, swiffing
    lending, kiva
    new urbanism.
    local currencies,
    Biodiesel,home wind,
    ROWE becoming more prevalent
    unschooling
    trade school,
  • Rickshaws
    Fixed-gear bikes
  • Culture jamming
  • AESTHETICS/PHILOSOPHY
    wabi sabi aesthetic
    Adbusters 'altermodern' (see image of recent cover. Beyond Postmodernism).
    Beck and cowen
  • AESTHETICS/PHILOSOPHY
    wabi sabi aesthetic
    Adbusters 'altermodern' (see image of recent cover. Beyond Postmodernism).
    Beck and cowen
  • AESTHETICS/PHILOSOPHY
    wabi sabi aesthetic
    Adbusters 'altermodern' (see image of recent cover. Beyond Postmodernism).
    Beck and cowen
  • Brand Building and Sustainability by egg

    1. 1. Brand building and sustainability: beyond green logos, sprouts, and planets cupped in hands Marty McDonald and Hilary Bromberg earth day, 2010
    2. 2. Studies show that most people want green stuff.
    3. 3. Studies show that most people want green stuff. And marketers know it.
    4. 4. But overall, green isn’t really ready for prime time.
    5. 5. But overall, green isn’t really ready for prime time. The marketing is ahead of the r&d The marketing is ahead of the manufacturing The marketing is ahead of true solutions
    6. 6. Welcome to Greenwash
    7. 7. pg&e
    8. 8. pg&e
    9. 9. diesel
    10. 10. wal-mart
    11. 11. chevy
    12. 12. shell
    13. 13. bp
    14. 14. bp
    15. 15. mock ad
    16. 16. greenwashing guide 2008 Futerra
    17. 17. Why do they go to all the trouble?
    18. 18. Because it works.
    19. 19. According to Fortune, “fresh ideas and being green” are key to a great reputation. The top 3 Most Admired companies for 2007 are among the most vocal about how green they are: (#1) General Electric (#2) Starbucks (#3) Toyota
    20. 20. The effect of all this green marketing?
    21. 21. The effect of all this green marketing? People are confused, angry…cynical.
    22. 22. So how to do it a better way?
    23. 23. the brands of tomorrow Will replace the old model of a separate and controllable external brand image—an image created to speak to consumers on behalf of a company. In the new model, a company’s true values replace the external brand image.
    24. 24. the brands of today / external image ID branding, 2008
    25. 25. the brands of tomorrow / image circumvented ID branding, 2008
    26. 26. the brands of tomorrow / expression of values ID branding, 2008
    27. 27. the brands of tomorrow / customer compatibility ID branding, 2008
    28. 28. What does the Conscious Consumer care about? > Environmental responsibility > Social responsibility, including fair trade and worker fairness > Overall health, including physical, emotional and spiritual well-being > A sense of authenticity and “realness,” simple living > Impact on local communities and small, independent businesses > Corporate reputation and ethical responsibility
    29. 29. why now?
    30. 30. We are profoundly disconnected from:
    31. 31. ourselves
    32. 32. ourselves
    33. 33. each other
    34. 34. our livelihoods
    35. 35. our surroundings
    36. 36. #2 And we’re running out of planet
    37. 37. Enter the Sustainability Age
    38. 38. “Sustainability meets the needs of the present without compromising the ability of future generations to meet their own needs.”
    39. 39. 1972 1989 2001 2002 2005 2008
    40. 40. Massive anxiety and desire for change Healthcare crisis Obesity Mortgage crisis Job security Natural disasters Attention Deficit Depression Distrust of corporations Terrorism Global Warming Stress PERSONAL SOCIAL & ENVIRONMENTAL Unemploymen Heart Disease Pollution Loss of community t Diabetes Banking crisis
    41. 41. But change is hard
    42. 42. Enter the Conscious Consumer
    43. 43. 7% 70% 7% pure green 70% recycle, buy some organic
    44. 44. Strategies to align brands with conscious consumers
    45. 45. an important indicator People are not willing to pay more for green
    46. 46. strategy Appeal to enlightened self interest
    47. 47. enlightened self-interest Altruism Self-interest CORE GREEN MAINSTREAM SKEPTIC 7% 70% 7% pure green 70% recycle, buy some organic egg 2004
    48. 48. enlightened self-interest / Toyota
    49. 49. enlightened self-interest / Toyota
    50. 50. enlightened self-interest / Toyota
    51. 51. enlightened self-interest / Nature’s Path
    52. 52. enlightened self-interest / Nature’s Path
    53. 53. enlightened self-interest / Gerding Edlin
    54. 54. important indicator People are becoming cynical and suspicious of green claims
    55. 55. strategy Practice and preach: authenticity, transparency, accountability
    56. 56. transparency accountability / Patagonia
    57. 57. transparency accountability / Patagonia http://www.patagonia.com/usa/footprint/index.jsp
    58. 58. transparency / Organic Valley
    59. 59. transparency & accountability / Timberland
    60. 60. authenticity / Earthbound Farm
    61. 61. authenticity / Earthbound Farm
    62. 62. important indicator 70% said businesses bear as much responsibility as governments for driving positive social and environmental change
    63. 63. strategy Become a driver of, and for, change.
    64. 64. social change / Kiva
    65. 65. social change / Target
    66. 66. Social + environmental change / Better World Books
    67. 67. Social + environmental change / Better World Books
    68. 68. important indicator 80% said it’s important for a company to stand for something other than profitability.
    69. 69. strategy Stand for something
    70. 70. stand for something / Google Don’t be evil.
    71. 71. stand for something / Whole Foods Whole foods, whole people, whole planet.
    72. 72. stand for something / Working Assets
    73. 73. important indicator 75% polled want big corporations to share more profits and treat employees better
    74. 74. strategy Share profits and communicate such. Treat people fairly.
    75. 75. profit sharing – cause / Newman’s Own
    76. 76. treat people fairly / St. Luke’s
    77. 77. important indicators 1. People want to go green but don’t know how 2. People are skeptical about green claims from companies
    78. 78. strategy Help consumers understand the issues and engage with them, educate
    79. 79. educate / Starbucks
    80. 80. educate / Earthbound Farm
    81. 81. educate / Puget Sound Energy
    82. 82. educate / Puget Sound Energy
    83. 83. strategy Engagement, Dialogue and Partnership. Because of the complexity of the system, businesses need to engage in transparent and authentic discussions with their customers and their critics alike. Conversations and storytelling are becoming the new communications medium.
    84. 84. dialogue / Dell
    85. 85. dialogue / Chevy
    86. 86. dialogue / Shell
    87. 87. partnership / NAU
    88. 88. partnership / Clorox Greenworks
    89. 89. some important indicators People hate ads more and more, ignore them, distrust them – especially in the green space
    90. 90. strategy Is advertising the right tool?
    91. 91. environmental / Whole Foods
    92. 92. bags / Nature’s Path
    93. 93. no ads / Clif
    94. 94. social media and events / Better World Books Well CHEAP Read. & USED. I READ IE A BOOK R MOV R E DURING YOU BETTK. WAS BOO AS A YOUR MOVIE. I READ A BOOK I read on DURING YOUR the throne. MOVIE.
    95. 95. package / Better World Books
    96. 96. media partner / Starbucks
    97. 97. The bleeding edges and where things are going
    98. 98. diffusion of innovations
    99. 99. Food
    100. 100. hipster farmers
    101. 101. a deep yearning: Farmville
    102. 102. urban rustic
    103. 103. hipster food producers
    104. 104. hipster butchers
    105. 105. raw food
    106. 106. Lifestyle
    107. 107. men’s grooming
    108. 108. women’s grooming
    109. 109. DIY / Etsy
    110. 110. urban rural
    111. 111. feral chic
    112. 112. habitation
    113. 113. communities
    114. 114. transportation
    115. 115. media choices
    116. 116. Cultural evolution
    117. 117. thanks
    118. 118. marty@eggusa.net hilary@eggusa.net

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