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

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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 - Alex Cole

  1. 1. The Role of Eco-Labeling and Certificationin Sustainable Brands Success¡  Alex Cole, Corporate Affairs Director, Sainsbury’s Sustainable Brands London Conference
  2. 2. The role of eco-labelling andcertification in sustainablebrands’ successAlex Cole, Corporate Affairs Director28th November 2012
  3. 3. 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
  4. 4. 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

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