Strengthening Your
Brand
With Context-Based
Sustainability


Mark McElroy
Jed Davis
Strengthening Your Brand
  With Context-Based Sustainability
Mark W. McElroy, Ph.D., Center for Sustainability Performance...
Presenter: Deloitte Consulting
          Mark W. McElroy, Ph.D.
          Director of Research, Center
          for Susta...
Our Agenda

•  Quick introduction to context-based
   sustainability (McElroy)
•  Case study from Cabot Creamery
   Cooper...
Context-Based Sustainability

•  Two broad forms of sustainability
   management, measurement and reporting
  –  Context-f...
Terminology

•    Sustainability
•    Vital Capitals
•    Triple Bottom Line
•    Organization- not product-centric
Our School of Thought

•  Basic principles
  –  Sustainability
  –  Vital Capitals
  –  Triple Bottom Line
  –  Organizati...
Context Also Key

•  Imagine financial reports without costs!
•  Passes for best practice in non-fin’l
   reporting
•  Rep...
Measurement Implications

•  Metrics are unspecified
  –  Not defined by GRI
  –  Experimentation is the standard
•  “Sust...
Conclusions

•  Context-based approach most compelling
  –  Internal use
  –  External use
•  Strengthens brand
  –  By ap...
Cabot Creamery Cooperative

Context-based Sustainability in Action
Presenter: Cabot Creamery
        Jed Davis
        Director of Sustainability
        Cabot Creamery Cooperative
        ...
Approach

•    Stakeholders
•    Well-being
•    Duties & Obligations
•    TBL Impacts
•    Metrics
Sustainability Statement

Living within our means and
ensuring the means to live.
Examples

Stakeholder   Bottom Line    Duty/Obligation
Consumers          Social          Safe Food

Customers     Economi...
Example: Safe Food

•  Stakeholders = Consumers
•  Bottom Line = Social
Example: Performance

•  Stakeholders = Customers
•  Bottom Line = Economic
Example: Water Use

•  Stakeholders = Community
•  Bottom Line = Environmental
Water Use Compared to Water Availability
Calculating Cabot’s “fair share” using
economic, per capita & intensity data

   ...
Strengthening Your Brand with Context-Based Sustainability - Mark McElroy, Deloitte
Strengthening Your Brand with Context-Based Sustainability - Mark McElroy, Deloitte
Strengthening Your Brand with Context-Based Sustainability - Mark McElroy, Deloitte
Strengthening Your Brand with Context-Based Sustainability - Mark McElroy, Deloitte
Strengthening Your Brand with Context-Based Sustainability - Mark McElroy, Deloitte
Strengthening Your Brand with Context-Based Sustainability - Mark McElroy, Deloitte
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Strengthening Your Brand with Context-Based Sustainability - Mark McElroy, Deloitte

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Best known for its award-winning "World's Best Cheddar," Cabot launched its sustainability program in 2007 with the intention to achieve "farm-to-fork" sustainability in its operations as a way to bolster its brand. Cabot is now one of the leading practitioners of context-based sustainability, an approach that measures and manages sustainability performance in terms of impacts on essential social and environmental resources in the world. Drawing from Cabot as a case study, this session will explain context-based sustainability and provide practical advice on both its benefits to your brand and how best to get started in your organization.

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Strengthening Your Brand with Context-Based Sustainability - Mark McElroy, Deloitte

  1. 1. Strengthening Your Brand With Context-Based Sustainability Mark McElroy Jed Davis
  2. 2. Strengthening Your Brand With Context-Based Sustainability Mark W. McElroy, Ph.D., Center for Sustainability Performance, Deloitte Consulting, LLP Jed Davis, Director of Sustainability, Cabot Creamery Cooperative
  3. 3. Presenter: Deloitte Consulting Mark W. McElroy, Ph.D. Director of Research, Center for Sustainability Performance Deloitte Consulting LLP Waltham, MA mamcelroy@deloitte.com www.deloitte.com
  4. 4. Our Agenda •  Quick introduction to context-based sustainability (McElroy) •  Case study from Cabot Creamery Cooperative in Vermont where context- based sustainability is being applied (Davis)
  5. 5. Context-Based Sustainability •  Two broad forms of sustainability management, measurement and reporting –  Context-free –  Context-based •  Context consists of background social, economic and environmental conditions in the world (e.g., water resources)
  6. 6. Terminology •  Sustainability •  Vital Capitals •  Triple Bottom Line •  Organization- not product-centric
  7. 7. Our School of Thought •  Basic principles –  Sustainability –  Vital Capitals –  Triple Bottom Line –  Organization- not product-centric •  Underlies our entire approach
  8. 8. Context Also Key •  Imagine financial reports without costs! •  Passes for best practice in non-fin’l reporting •  Reports must have context to be meaningful •  Global Reporting Initiative (GRI) actually mandates inclusion of context •  Rarely if even followed
  9. 9. Measurement Implications •  Metrics are unspecified –  Not defined by GRI –  Experimentation is the standard •  “Sustainability quotients” as a solution –  Denominators –  Numerators –  Scores expressed relative to 1.0
  10. 10. Conclusions •  Context-based approach most compelling –  Internal use –  External use •  Strengthens brand –  By appealing to customers –  By appealing to consumers –  By appealing to shareholders
  11. 11. Cabot Creamery Cooperative Context-based Sustainability in Action
  12. 12. Presenter: Cabot Creamery Jed Davis Director of Sustainability Cabot Creamery Cooperative Montpelier, VT 05602 USA Jdavis@cabotcheese.coop www.cabotcheese.coop
  13. 13. Approach •  Stakeholders •  Well-being •  Duties & Obligations •  TBL Impacts •  Metrics
  14. 14. Sustainability Statement Living within our means and ensuring the means to live.
  15. 15. Examples Stakeholder Bottom Line Duty/Obligation Consumers Social Safe Food Customers Economic Performance Community Environmental Water Use
  16. 16. Example: Safe Food •  Stakeholders = Consumers •  Bottom Line = Social
  17. 17. Example: Performance •  Stakeholders = Customers •  Bottom Line = Economic
  18. 18. Example: Water Use •  Stakeholders = Community •  Bottom Line = Environmental
  19. 19. Water Use Compared to Water Availability Calculating Cabot’s “fair share” using economic, per capita & intensity data Water Available for Nature’s Use Available Renewable Water Water Resources Available for Human Use Water Available for Business Use

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