Sustainability Trends and Insights

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Our agency routinely briefs team members on current consumer trends. Our sustainability briefing includes a brief history of the phenomenon, interdependent elements and how the work together, brands active in sustainability as well as examples of how it is impacting daily life.

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Sustainability Trends and Insights

  1. 1. SUSTAINABILITYINSIGHTS & TRENDSPRESENTED BY PLANNING 04/11/13
  2. 2. SUSTAINABILITY
  3. 3. = BIG BUSINESS = $1.4 Trillion
  4. 4. IT TOUCHES EVERY PART OF OUR LIVES
  5. 5. EARTHY ROOTS
  6. 6. MODERN PROBLEMS
  7. 7. MODERN PROBLEMS
  8. 8. MODERN DEFINITION Bruntland Commission “Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs.”  03/20/1987
  9. 9. THREE ELEMENTS OF SUSTAINABILITY Environment Society Economy
  10. 10. THAT WANT TO WORK TOGETHER Social Bearable Equitable Sustainable Environment Viable Economic
  11. 11. IT’S MORE THAN A CAMPAIGN
  12. 12. IT’S A NEW WAY OF DOING BUSINESS People Bearable Equitable Sustainable Planet Viable Profit
  13. 13. TRENDS
  14. 14. RECOMMERCEGreen Eileen• Making it easier for enthusiasts to part with their (gently) worn pieces from its line.• Customers can donate those items in exchange for a $5 gift card — and the satisfaction of a responsible act.• Drop off “pre-loved” garments at any Eileen Fisher store, and shoppers in New York and Seattle can head to one of the brands two dedicated Green Eileen shops.• Stores also offer (mostly free) workshops on extending the life of the brands products.
  15. 15. RECOMMERCEReStore• Began in Austin, TX – by Habitat for Humanity• Takes donations of new and gently-used building materials and sells them to the community at affordable prices.• Saved more than 13 million pounds of usable construction material from the Austin landfill.• Supported by volunteers.
  16. 16. SUSTAINABLE PACKAGINGBYOP (Bring Your Own Packaging) Heineken Plastic Mini-Keg Predicated on the assumption The Heineken DraughtKeg can be that consumers will provide not recycled because, like a food can, only their own bags but also it’s made of of plastic. reusable canisters, jars and/or bottles, which they fill from Lighter than the steel DraughtKeg, bulk containers at the store. which will translate into fewer transportation-related greenhouse In.gredients (Texas) and the gas emissions and a smaller UKs Unpackaged are BYOP carbon footprint. grocery stores. Meanwhile, the Soap Dispensary, in Canada, sells natural cleanser ingredients, soaps and personal- care products.
  17. 17. ECO-CHICMarketing Sustainable Experiences • The Green Leaf Inn in Delavan, Wisconsin is a net-zero energy hotel that will generate more electricity than it consumes. • The boutique hotel includes an on-site aerobic wastewater treatment system, a wind turbine, multiple solar panels and a rainwater collection program. • Rooms are equipped with en-suite bathrooms and hot tubs, while QR codes enable guests to discover more about the energy initiatives throughout the hotel.
  18. 18. ECO-METERINGReal-Time Sustainability Awareness •  Social Opower app a collaboration between Facebook, the Natural Resources Defense Council in the US, energy information software maker Opower and 16 US based utility companies. •  Users log in to the app via Facebook Connect and can then access and compare energy use with their friends, as well as comparing this with other homes in the US.Carat is a free mobile app whichoffers users personalized •  The connection between energy utilities and a user’s Facebook account means that individuals can post energyrecommendations on how to usage to their profile every month, and participate inimprove the battery life of their competitions to reduce their use.cellphone.
  19. 19. ECO-VERTISINGConservation as a Medium •  The China Environmental Protection Foundation launched a street art campaign to encourage individuals to reduce automobile dependency. •  132 pedestrian crossings in 15 Chinese cities were painted over with an image of a black and white tree, while large ‘inkpads’ of environmentally-friendly, washable green paint•  Brazilian chain Bob’s unveils marketing were placed on sidewalks. campaign in Brazil involving edible packaging. •  As pedestrians crossed the road, their ink-soaked steps effectively ‘painted’ the trees’ leaves, illustrating the•  Edible wrappers meant that the fast food Foundation’s message that walking contributes to a greener franchise cut down on packaging, and city and reduces air pollution. simplified waste management.
  20. 20. ECO-VERTISINGConservation as a Medium
  21. 21. DRIVERS & PRINCIPLES
  22. 22. HOW CONSUMERS RELATE The ability to see beyond the moment to a Leadership bigger, better future and take others from 17% here to there. Equal parts communication, The reality of strategy and motivation. Practicality how things actually get New ideas, new 30% technologies, new An appreciation for objects and done. paradigms. Tools that solve Design environments constructed according to an Innovation 17% aesthetic ideal. Form follows function — old problems in new ways — or is it the other way around? 21% Sustainability and the people who create them — are highly prized. 73% Environment Preserving and conserving irreplaceable plants, animals, places, energy sources -alism Personal and 21% and other resources vital to the wellbeing of Earth’s ecosystems. business decisions should maintain The world will be a earth and its Conscience better place and you’ll be a better person if A frugal approach to money, time and resources. 21% you do the right thing. Thrift resources. A concern for conserving, not 13% squandering, what you might need later. Responsibility Being accountable I say what I mean, mean what I say, and for your actions Integrity act accordingly. The resolve, strength and 30% 13% courage to do what I know is right, in every and the actions of arena of life. others.
  23. 23. THANK YOU

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