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  • 1. Session 1Planning theyear aheadtogetherSallyUren, DeputyChiefExecutiveForum for the FutureGeneration1–session5Monday15th April2013
  • 2. Activate ideas, foster brand collaboration and support for individualbrands – focusing on common and specific challenges.In order to unleash the power of brands to act as agents oftransformative change, and shift the system.purpose
  • 3. 3
  • 4. 1. Quick recap of last year.2. Take stock of our respective ‘sustainability and brands’ challengesand what we learned and took into action in 2012.3. Build-up a picture of the different ‘sustainability and brands’ initiativeswe have/ are working on as a group.4. Get the inside track on one sustainability initiative from each brand.5. Start to build a visual plan of what we want to explore this year (anopportunity to volunteer for the open mike slots etc.).objectives for today
  • 5. outline of the yearWorkshop 5Revisit 2012and planningtogetherWorkshop 6BehaviourchangeWorkshop 7Storytellinginto actionWorkshop 8Open mike!Workshop 9Deep divesand challenge‘clinic’Workshop 10BrandagenciesMeetinggeneration 2Workshop 11Brand ledinnovationMeetinggeneration 2April May June September OctoberNovember January
  • 6. agenda4.00 Introductions4.10 Recap from last year4.40 Exercise brown paper initiatives5.05 Trends and brands that last?5.50 Front of mind question6.30 Planning together and next steps7.00 El final
  • 7. introductions
  • 8. the roundtable 2012brief review
  • 9. the world’schanging fast…and together we developed ‘front of mind’questions per brand.
  • 10. Generation of ideas and insights for howbrands can act on sustainability issues
  • 11. Sustainable Brands LondonDifferent types of collaboration; multi-stakeholder,vertical and horizontal.
  • 12. Network eventBrands sharing their experiences;AkzoNobel, Method and Sony.Using story-telling techniques to explore thethe purpose of your brand?
  • 13. What stood out and what answersdid you find during 2012?
  • 14. Transition exerciseShare your ‘brand and sustainability’ initiatives/projects10 minutesObjective. Fast way to see the whole picture and our collective power1. On the brown paper add a list of your initiatives from lastyear… (one post it note per initiative)2. Write: Name, brief description and your organisation.3. Next session we will capture this and build a map – part ofthe wall of great importance.
  • 15. to do the right thing whereit is profitableto make the right thingmore profitableTrendsWhat’s coming up?Five trends shaping the context for ‘sustainability and brands’
  • 16. 1.FEELING THE PINCH16
  • 17. the disposable income squeeze17Source: Which?
  • 18. 2.ASPIRING MARKETS18
  • 19. Source: BBMG,GlobeScan, SustainAbility
  • 20. 3. RIDING THE DIGITALWAVE21
  • 21. 23
  • 22. 24
  • 23. 4. INCREASING POLARISATION• Two thirds of parents in poverty have cut back on food, aquarter have skipped meals so children can eat• Six-fold increase since 2009 in people relying on foodbanks• 45,000 children fed by food banks in the last year
  • 24. One billion hungry people One billion obese people28
  • 25. 5. The rise of the shared economy.Doing more with less> rise of collaborative consumption29
  • 26. short-term investorsdisengaged citizenslack of enabling policyBrandBehaviourfrom brands of the past to brands that last
  • 27. the three horizons31
  • 28. IBM – smarter business32
  • 29. 33
  • 30. Missing the Kodak moment34
  • 31. purpose = profit35
  • 32. 36Source: Edelman, 2012
  • 33. 37Small group exercise: What does your company do?i.e. what’s the underlying purpose of your organisation?what business are you in? why do your customers pay you money?Use the proforma and write your response!Brands that last
  • 34. The power of purpose?38
  • 35. Brands that lastNow how would you respond to the same question? What does your company do?39
  • 36. Q&A40
  • 37. break41
  • 38. Exercise. Your Initiative! Inplenary Share the initiative you’ve chosen and youritem. (3minutes each)>>Name,description (whatisit?),sharesomething youlearntorachallenge. Showyouritem!Which oneofthese youfeel particularly interested in?
  • 39. 2013Your front of mindquestionExercisein pairs.challenges,opportunities,collaboration…What’sonyouragendathisyear?
  • 40. planning togetherWorkshop 5Revisit 2012and planningtogetherWorkshop 6BehaviourchangeWorkshop 7Storytellinginto actionWorkshop 8Open mike!Workshop 9Deep divesand IndividualchallengesWorkshop 10BrandagenciesMeetinggeneration 2Workshop 11Brand ledinnovationMeetinggeneration 2April May June September OctoberNovember January
  • 41. Next steps Next session May 22nd We will capture and updatethe wall of great importance Comms. How might we could capture and shareour learning?E.g.Twitterlist&hashtag/blog/videocontribution,etc…
  • 42. Thank you.Sustainability & Brands to shiftsystems and drive shared benefitSallyUren, DeputyChiefExecutive | Forum for the Future