The Role of Eco-Labeling and Certificationin Sustainable Brands Success¡    Rob Cameron, Executive Director, SustainAbilit...
The Role of Eco-Labeling and Certificationin Sustainable Brands Success¡    Nestor Coronado Palma, Director of Sustainabil...
The Role of Eco-Labeling and CertificationNéstor Coronado PalmaDirector SustainabilityNovember 2012                    Nés...
Awareness, Choice and Trust are the key drop-off reasons in the green funnel,and the key opportunities that eco-labels can...
What does this label mean?Do they reward a product? or an organization?                                      “El	  Dis;n;u...
Main conclusions•  Generic eco-labels have had limited   success due to lack of transparency and   distrust by the general...
Néstor Coronado Palma, Director Sustainability, November 2012   5
The Role of Eco-Labeling and Certificationin Sustainable Brands Success¡    Alex Cole, Corporate Affairs Director, Sainsbu...
The role of eco-labelling andcertification in sustainablebrands’ successAlex Cole, Corporate Affairs Director28th November...
Wave 1 - Brands                              1986                   Brands as the original consumer promise               ...
Wave 3 – Dealing with success                             Mass adoption & Proliferation            Lowest common       One...
The Role of Eco-Labeling and Certificationin Sustainable Brands Success¡    Bill Eyres, Head of Sustainability, O2        ...
The role of labelling andcertification in sustainable brandssuccess – the O2 experienceBill EyresHead of SustainabilityNov...
Labelling – part of a wider transparency movement?Sustainability as a means to differentiate
Why Eco rating – and why now? Sustainability as a means to differentiate Consumer research in 2009 indicated O2’s sustaina...
Why Eco rating – impact to date?Sustainability as a means to differentiateReaction from Consumers:‘Really appreciate a sin...
Why Eco rating – and what next?Sustainability as a means to differentiateo  Roll out within Telefonica, rewarding the purc...
Thank you                                                                       Bill.eyres@o2.com                         ...
The Role of Eco-Labeling and Certification in Sustainable Brands' Success
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The Role of Eco-Labeling and Certification in Sustainable Brands' Success

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Nearly every brand today embarking on a sustainable brand journey faces the question at one stage or another: "Should I adopt or create an eco-label, pursue a particular certification, or manage to a particular industry ranking as part of my brand strategy?" The question is complex, and as illustrated by the recent case wherein Apple attempted to withdraw from its commitment to pursue EPEAT certification for it's products--stakeholder sentiment can be unclear on the topic until a misplaced decision is put forward. This panel, led by a senior representative of SustainAbility, conveys results of a recent brand sentiment exploration on the topic, and offers the perspective of industry leaders who have each given the topic a significant amount of thought. Expect to participate in a healthy conversation and count on leaving the session with a better sense of how to think about the topic given your own situation.

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The Role of Eco-Labeling and Certification in Sustainable Brands' Success

  1. 1. The Role of Eco-Labeling and Certificationin Sustainable Brands Success¡  Rob Cameron, Executive Director, SustainAbility¡  Nestor Coronado Palma, Director of Sustainability, Philips Consumer Lifestyle¡  Alex Cole, Corporate Affairs Director, Sainsburys¡  Bill Eyres, Head of Sustainability, O2 Sustainable Brands London Conference
  2. 2. The Role of Eco-Labeling and Certificationin Sustainable Brands Success¡  Nestor Coronado Palma, Director of Sustainability, Philips Consumer Lifestyle Sustainable Brands London Conference
  3. 3. The Role of Eco-Labeling and CertificationNéstor Coronado PalmaDirector SustainabilityNovember 2012 Néstor Coronado Palma, Director Sustainability, November 2012
  4. 4. Awareness, Choice and Trust are the key drop-off reasons in the green funnel,and the key opportunities that eco-labels canaddress in a meaningful manner. Source: BCG Global Green Consumer Survey, 2008. Néstor Coronado Palma, Director Sustainability, November 2012
  5. 5. What does this label mean?Do they reward a product? or an organization? “El  Dis;n;u”   Catalonia  (E)   Hungary  The  Nordic  Swan   FIN,  S,  DK  &  N   “NF  Environnement”   Good  Env  Choice   France   Sweden   Aenor     Spain   Milieukeur   “Umweltzeichen”   Env  Friendly  Products   Netherlands   Austria   Czech  Republic   Slovak  Republic   Néstor Coronado Palma, Director Sustainability, November 2012
  6. 6. Main conclusions•  Generic eco-labels have had limited success due to lack of transparency and distrust by the general public,•  However specific eco-labels like energy labels have been successful, due to the clear benefit for the consumer. 4 Néstor Coronado Palma, Director Sustainability, November 2012
  7. 7. Néstor Coronado Palma, Director Sustainability, November 2012 5
  8. 8. The Role of Eco-Labeling and Certificationin Sustainable Brands Success¡  Alex Cole, Corporate Affairs Director, Sainsbury’s Sustainable Brands London Conference
  9. 9. The role of eco-labelling andcertification in sustainablebrands’ successAlex Cole, Corporate Affairs Director28th November 2012
  10. 10. Wave 1 - Brands 1986 Brands as the original consumer promise 1989 - >specialist sub-brands to differentiate 2002 Wave 2 – Brand halo 1996 Eco-labelling and certification to add credibility and expertise, verified standards 2000 Multiple labels reflect distinct areas of focus 2004 First adopters can differentiate Fast followers can benefit from learnings 2004@SainsburysPR #20x20 2009
  11. 11. Wave 3 – Dealing with success Mass adoption & Proliferation Lowest common One-size Consumer & Supplier Multi-sector denominator fits all overload initiatives Wave 4? – Back to brands Tailored business models Integrated supply chain Third party verification of company standards New brands co-created Consumer loyalty and trust@SainsburysPR #20x20 Core of brand proposition
  12. 12. The Role of Eco-Labeling and Certificationin Sustainable Brands Success¡  Bill Eyres, Head of Sustainability, O2 Sustainable Brands London Conference
  13. 13. The role of labelling andcertification in sustainable brandssuccess – the O2 experienceBill EyresHead of SustainabilityNovember 2012
  14. 14. Labelling – part of a wider transparency movement?Sustainability as a means to differentiate
  15. 15. Why Eco rating – and why now? Sustainability as a means to differentiate Consumer research in 2009 indicated O2’s sustainability credentials would have some influence on 44% of respondents in terms of buying a mobile phone•  Eco rating was developed with full support from our handset suppliers•  It rates both corporate and device sustainability•  A 0.0 to 5.0 score is achieved for each device•  Our rainbow logo was developed through consumer-testing•  This has been communicated for handsets both in O2 retail stores and online since Aug 2010.
  16. 16. Why Eco rating – impact to date?Sustainability as a means to differentiateReaction from Consumers:‘Really appreciate a single source of truth – a simple scorecovering the major concerns – ethics, chemicals etc.’Reaction from Suppliers:‘It can be completed in minutes’‘Of all attempts to compare environmental performance, webelieve this rating system gives consumers the clearest picture onthe environmental impact of their phone.’Reaction from Stakeholders / Media:‘Strong appeal to a growing area ofconsumers’‘You can see at a glance what the ratingsare.’
  17. 17. Why Eco rating – and what next?Sustainability as a means to differentiateo  Roll out within Telefonica, rewarding the purchase of more sustainability-conscious handsets.o  Working with the wider telecommunications industry, developing a Global Standardo In 2012, we released our Think Big Blueprinto People, planet and customer goals and commitments for 2015.o Continuing to drive change within our supply- chain
  18. 18. Thank you Bill.eyres@o2.com @billeyresPresentation title Authors name 18 December 2012 Confidential
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