Sustainable Brands

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This is my talk from the Sustainable Brands conference in June 2009. This was one third of the session on Rethinking the Consumption Compulsion and dealt with how we create visions of a more sustainable, meaningful, and post-consumer world.

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Sustainable Brands

  1. 1. Rethinking the Consumption Compulsion Teaque Lenahan, Associate Partner, gravitytank Alan Marks, SVP Corporate Communication, eBay Nathan Shedroff, Program Chair, MBA in Design Strategy Sustainable Brands, May 2009
  2. 2. The most pressing questions of our times: What’s a more sustainable world look like? What’s a more meaningful world look like? What’s a post-consumer world look like?
  3. 3. more sustainable What’s a more meaningful world look like? post-consumer
  4. 4. What’s a more sustainable world look like?
  5. 5. “In a stable economy, sustainability is the competitive advantage strategy. In a down economy, sustainability is the turnaround strategy. In a collapse, sustainability is a survival strategy.” Hunter Lovins, 2009
  6. 6. What’s a more meaningful world look like?
  7. 7. What’s a post-consumer world look like?
  8. 8. We need to : Think in systems Engage deeply with our clients & customers Focus on efficiency, value, and health Focus on experiences & benefits, not products Create better assessment tools & metrics Require transparency & accountability of everyone Engage diverse stakeholders Work in multidisciplinary teams Create new visions based on core meanings Re/create new economic models Create new roles for advertising Re/create new corporate charters
  9. 9. We already have tools to use : Sustainability Helix Integrate Bottom Line Okala™ Curriculum Meaning and Experience Models covive.com/gri grossnationalhappiness.com B-Corp & Corp2020 sustainableminds.com www.eiolca.net (and many more)
  10. 10. Sustainability Helix Governance and Management Stakeholders & Communities Operations and Facilities Design and Process Innovation Human Resources and Corporate Culture High degree of organizational alignment Marketing and Communications Partnerships and Stakeholder Engagement Stage 0: Stage 1: Stage 2: Stage 3: Stage 4: Unsustainable Exploration Experimentation Leadership Restoration “Business as Usual” natcapsolutions.org/HELIX.htm
  11. 11. DESIGN SUSTAINABILITY BUSINESS
  12. 12. DESIGN SUSTAINABILITY MEANING BUSINESS
  13. 13. makingmeaning.org DESIGN SUSTAINABILITY MEANING VALUES EMOTIONS PRICE FEATURES BUSINESS
  14. 14. makingmeaning.org Core Meanings: Accomplishment Harmony Beauty Justice Creation Oneness Community Redemption Duty Security Enlightenment Truth Freedom Validation Wonder
  15. 15. SIGNIFICANCE DURATION Meaning Initiation Status/Identity Immersion Emotion/Lifestyle Conclusion Price Continuation Function TRIGGERS EXPERIENCE BREADTH Sight Product Sound Service Smell Brand Taste Name(s) Touch Channel/Environment Concepts (Space) Symbols Promotion Price INTENSITY INTERACTION Reflex Passive Habit Active Engagement Interactive

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