VolunteerMatch Solutions BPN Webinar: Planet Brands – Changing Behavior for Sustainable Social Good

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October 30, 2012 Best Practice Network Webinar, presented by VolunteerMatch

This webinar will introduces “Planet Brands”, a new piece of thought leadership developed by Futerra Sustainability Communications, on the brands that have the potential to drive global, sustainable behavior change.

Behavior change is a hot topic and drawing on a decade of research David Willans, Director of Futerra+, will share his expertise on how brands can positively influence consumer behavior to encourage more sustainable lifestyles. Some brands are already 'leveraging' their power to change our behaviors and Futerra has direct experience of how powerful this can be as a potential tool for sustainable development. Futerra recently launched the ‘Planet Brands Index’ containing the 100 brands that they believe can help us all live greener, safer, and more sustainable lifestyles. These are brands that could change the behaviors of billions, for a better future. But they remind us that being named on the Planet Brands Index isn’t a mark of achievement; it’s a call to action.

During the webinar you are taken on the Planet Brands journey where you’ll be provided with further invaluable insights from Futerra’s second behavior change installment ‘The Planet Brands Guide’ due to launch in October 2012. You will leave this session with an understanding of what consumer behavior change is and how brands can change behavior using Futerra’s 3Ps of behavioral marketing: Product, Persuasion and Placement. This will be an energetic webinar packed with tips, tools and tactics, complemented by a variety of case studies to bring this learning experience to life.

Futerra is one of the first international communications consultancies to specialize solely in sustainable development and corporate social responsibility. It offers the full range of communications services from internal engagement, PR and strategy, to design, digital, web, and brand development.


About Our Guest Speaker

David Willans has been working in sustainability communications for over a decade. He is a strategist by trade. He has worked with a wide range of sectors and businesses, developing communications strategies for clients including Nike, Asda, Kingfisher, Unilever and the UN.
Having previously led Futerra’s strategy and creative teams, David is now Director of Futerra+. Here he is developing new ways Futerra can apply creativity to make sustainable development desirable.

He holds a Masters in sustainable development, has judged the IEE Energie Cities and One World Media awards and was a member of the UN Sustainable Lifestyles Taskforce.

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VolunteerMatch Solutions BPN Webinar: Planet Brands – Changing Behavior for Sustainable Social Good

  1. 1. Planet Brands:Changing Behavior for Sustainable Social Good David Willans Director, Futerra+ Futerra Sustainability Communications October 30, 2012
  2. 2. How To Ask Questions• Type questions into the box on the right side of the your screen• Submit via Twitter to @VM_Solutions using “#VMbpn”• We will pose questions at the end of the presentation• A copy of the sides will be circulated after the event 2
  3. 3. Planet Brands David Willanswww.futerra.co.uk © 2012 Futerra Sustainability Communications
  4. 4. Making sustainable development so desirable it becomes normalwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  5. 5. Sustainability impact Footprint Brainprint The direct impact of the business on The direct impact of the brand on society and the environment what people think about society and the environment Extraction & Production & Product Experience Status Social Processing Distribution Use Normswww.futerra.co.uk © 2012 Futerra Sustainability Communications
  6. 6. A question Which brainprint area do you think should be the biggest priority for brands? • Experience • Status • Social Normswww.futerra.co.uk © 2012 Futerra Sustainability Communications
  7. 7. www.futerra.co.uk © 2012 Futerra Sustainability Communications
  8. 8. The brands that could change the worldwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  9. 9. Brand Value Planet Brands Scale Sustainabilitywww.futerra.co.uk © 2012 Futerra Sustainability Communications
  10. 10. 100 Planet Brands Johnson & Adidas Bank of China China Mobile Facebook Heinz Movistar Pepsi Sony UPS Johnson Hewlett- Allianz Barclays Cisco FedEx Kelloggs Nescafe Philips Sprite Verizon Packard BlackBerry Standard Amazon.com (Research in Citi Group Ferrari Honda KFC Nestle Ping An Visa Chartered Motion) American BMW Coca-Cola Ford HSBC Kleenex Nike Pizza Hut Starbucks Vodafone Express Apple Budweiser Colgate Gap Hyundai L’Oreal Nintendo RBC Subway Volkswagen General AT&T Burberry Corona IBM Louis Vuitton Nissan Red Bull Telecom Italia Wal-Mart Electric Audi Canon Danone Gillette ICBC MasterCard Nokia Samsung Tesco Wells Fargo Thomson Avon Carrefour Dell Google Intel McDonald’s Oracle SAP Xerox Reuters Mercedes- AXA Cartier Disney Gucci Jack Daniels Pampers Siemens T-Mobile Yahoo! Benz China Bank of Johnnie Construction eBay Heineken Microsoft Panasonic Smirnoff Toyota Zara America Walker Bankwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  11. 11. The 3 Ps of Behavioural Marketing for Sustainabilitywww.futerra.co.uk © 2012 Futerra Sustainability Communications
  12. 12. The three P’s of behavioural marketing Product Persuasion Placement What a brand can do depends on: • Material issues • Brand positioning and personality Product Experience Status Social • Nature of customer Use Norms relationship • Audience profilewww.futerra.co.uk © 2012 Futerra Sustainability Communications
  13. 13. Productwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  14. 14. Persuasionwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  15. 15. Placementwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  16. 16. A question Which P do you think should be the biggest priority for brands? • Product • Persuasion • Placementwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  17. 17. How do you embed sustainability in your brand?www.futerra.co.uk © 2012 Futerra Sustainability Communications
  18. 18. WWW.FUTERRA.CO.UKwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  19. 19. ACCOUNTING GREEN REVENUE FOR SUSTAINABILITY VISION OF A RADICAL ETHICS & SUSTAINABLE ISSUE FUTURE CAMPAIGNING DECOUPLING & PRODUCT BEHAVIOUR TRANSFORMATION CHANGE SCALE & CHOICE EDITING EMPLOYEE SUSTAINABILITYWWW.FUTERRA.CO.UKwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  20. 20. WWW.FUTERRA.CO.UKwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  21. 21. WWW.FUTERRA.CO.UKwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  22. 22. WWW.FUTERRA.CO.UKwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  23. 23. WWW.FUTERRA.CO.UKwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  24. 24. WWW.FUTERRA.CO.UKwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  25. 25. WWW.FUTERRA.CO.UKwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  26. 26. WWW.FUTERRA.CO.UKwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  27. 27. WWW.FUTERRA.CO.UKwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  28. 28. The 3 Ps of Behavioural Marketing for Sustainabilitywww.futerra.co.uk © 2012 Futerra Sustainability Communications
  29. 29. Five steps to embedding sustainability into your brandWWW.FUTERRA.CO.UKwww.futerra.co.uk © 2012 Futerra Sustainability Communications
  30. 30. A question Which step is your business currently on? • Inspire • Integrate • Implement • Involve • Innovatewww.futerra.co.uk © 2012 Futerra Sustainability Communications
  31. 31. Thank you david@futerra.co.uk @davidwillans @futerrawww.futerra.co.uk © 2012 Futerra Sustainability Communications
  32. 32. Q&A• Type questions into the box on the right side of the your screen• Submit via Twitter to @VM_Solutions using “#VMbpn” 32
  33. 33. Stay InformedBlog:www.VolunteeringIsCSR.orgTwitter:@VM_SolutionsNewsletter:Monthly ‘Good Companies’newsletter - Sign up on the blog! 33
  34. 34. Upcoming Session: November 13Big Events:How To Plan the Perfect CorporateDay, Week or Month of ServiceTuesdayNovember 13, 201210-11 a.m. PT (1-2 p.m. ET)Guest Speakers:David Levinson, Big SundayVicki Carayiannis, FedExRegister:https://www1.gotomeeting.com/register/573872592 34

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