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DB","'$3B"2'=2)(7,'C+##'B)4"'3B"+2'$C('9$2:*'3$$.'
OUR MISSION:
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STORY = BRAND



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SUSTAINABILITY =




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                      SUSTAINABILITY
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Ben Peacock, Republic of Everyone - National Green Brands Forum, melbourne 17th June 2010
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Ben Peacock, Republic of Everyone - National Green Brands Forum, melbourne 17th June 2010

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Ben Peacock's vision of a sustainable future could well become reality if we have a clear mission and work in a smart way to achieve it.

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Ben Peacock, Republic of Everyone - National Green Brands Forum, melbourne 17th June 2010

  1. 1. !"##$ %&'()*"'+,'-"(.'/0*'12")3+4"'5+2"63$2')(7'6$89$:(7"2';"<:=#+6'$9'>4"2&$(". /07'#+?"'3$',3)23'=&'3)#?+(@'3$'&$:')=$:3...
  2. 2. OUR MISSION ...$:2'*+,,+$(.
  3. 3. A""'/'3B+(?'C"04"'@$3')'<2$=#"*.'DB)3'),'#$(@'),'<"$<#"'#+?"'&$:')(7'*"'CB$'6$*"'3$'3B","' 6$(9"2"(6",E')2"'+('3B"'*+($2+3&')(7'3B"'9:3:2"'$9'3B"'CB$#"'?+3')(7'6)=$$7#"'$9'B$C'C"'#+4"'+,' +('3B"'=)#)(6".'
  4. 4. F"'(""7'3$'="6$*"'3B"' *)G$2+3&.
  5. 5. A$'$:2'*+,,+$(E'+(')'(:3,B"##E'+,'9$2'3B"'@2""('=2)(7,'9$2:*'3$'="6$*"'3B"'=2)(7,'9$2:*.
  6. 6. A$'$:2'*+,,+$(E'+(')'(:3,B"##E'+,'9$2'3B"'@2""('=2)(7,'9$2:*'3$'="6$*"'3B"'=2)(7,'9$2:*.
  7. 7. H(7'CB+#"'C"02"')3'+3E'C"'C)(3'3$'7$')C)&'C+3B'I>1HE'>6$A<"6+J+"2' )(7'"4"2&'$3B"2'@2""(')662"7+3)3+$(',&,3"*.' H(7'2"<#)6"'+3'C+3B'$("'("C')662"7+3)3+$('CB+6B'C$(03'="'C$2('=&'3B$,"'CB$')2"'B"2"'3$7)&' =:3'=&'3B$,"'CB$')2"'($3'B"2"'3$7)&')(7'2"9:,"'3$'6$(,+7"2'3B"+2'+*<)63'$('3B"'C$2#7.'
  8. 8. H(7'CB+#"'C"02"')3'+3E'C"'C)(3'3$'7$')C)&'C+3B'I>1HE'>6$A<"6+J+"2' )(7'"4"2&'$3B"2'@2""(')662"7+3)3+$(',&,3"*.' H(7'2"<#)6"'+3'C+3B'$("'("C')662"7+3)3+$('CB+6B'C$(03'="'C$2('=&'3B$,"'CB$')2"'B"2"'3$7)&' =:3'=&'3B$,"'CB$')2"'($3'B"2"'3$7)&')(7'2"9:,"'3$'6$(,+7"2'3B"+2'+*<)63'$('3B"'C$2#7.'
  9. 9. Kit Kat. Easy target. Just wanted to show you how it might look on shelf.
  10. 10. DB","'$3B"2'=2)(7,'C+##'B)4"'3B"+2'$C('9$2:*'3$$.'
  11. 11. OUR MISSION: TO MAKE ‘GREEN’ & ‘SUSTAINABILITY’ UNNECESSARY WORDS A$'3B"2"'&$:'B)4"'+3E'$:2'*+,,+$(. D$'*)?"'@2""(')(7',:,3)+()=+#+3&':(("6",,)2&'C$27,.'
  12. 12. BECAUSE EVERYONE’S DOING IT -"6):,"'"4"2&$("0,'7$+(@'+3. D$'*)?"'3B+,'B)<<"('C"02"'@$+(@'3$'B)4"'3$'="',*)23.'-"6):,"'CB+#"'C"')##'*+@B3'="#+"4"'+('3B+,' *+,,+$('C"')2"'3B"'*+($2+3&.'DB"'#$("'(:3.' D$',$:26"'$:2'62$C7E'3$'@"3'$:2'9$##$C"2,'C"'(""7'3$'="',*)23.
  13. 13. SMART SUSTAINABILITY BY FB+6B'="6):,"'+3'=2+(@,'*"'3$'3B"'3$<+6'$9'*&'3)#?.' !"#$%&'('%#)*#+),)%-
  14. 14. SMART SUSTAINABILITY STARTS WITH A MISSION H(7'*&'J+2,3'<$+(3E''"#$%&'('%#)*#+),)%-&'%#$%'&.)%/&#&")'')0*1
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
  16. 16. H'*+,,+$('=2+(@,'&$:2'+(+3+)3+4",'3$@"3B"2.'I+4",'3B"*')',+(@#"'<:2<$,"'3B)3'6)('B)4"'4)#:".'/3' #"3,'3B"'6$*<)(&'?($C'CB&'&$:02"'7$+(@'3B","'3B+(@,E'*)?",'3B"*'B)27"2'3$'3$:6B'="6):,"'3B"' 4)#:"'+,'"),+"2'3$',"".
  17. 17. TARGET = MISSION -&')'*+,,+$('/'7$(03'*")('3)2@"3,.';"7:6+(@'C)3"2'LLM'$2'C),3"'LNM'+,'+*<$23)(3'=:3'3B"&02"' ($3'CB"2"'3B"'@)*"'+,')3.
  18. 18. H'*+,,+$('+,'=+@@"2E'B)+2+"2')(7'*$2"'):7)6+$:,'3B)('3B)3. O"3'*"',B$C'&$:'CB)3'/'*")(.
  19. 19. A$(&'B),')'*+,,+$(.'DB"&'C$2?"7'$:3'3B)3'&$:2'6B)(6",'$9',:24+4+(@'6)(6"2'B)#4"'CB"('&$:' 3:2('LP'="6):,"'&$:'@$'92$*'3B"'6B+#72"(0,'3$'3B"')7:#30,'C)27.'A$'3B"+2'*+,,+$('+,'3$'=:+#7'P' 6)(6"2'C)27,'9$2'3""(,')(7'&$:(@')7:#3,')2$:(7'H:,32)#+).'DB"&'7$'+3'4+)'3B"+2'Q$:(7)3+$(E'$("' $9'$:2'6#+"(3,.
  20. 20. A$(&'B),')'*+,,+$(.'DB"&'C$2?"7'$:3'3B)3'&$:2'6B)(6",'$9',:24+4+(@'6)(6"2'B)#4"'CB"('&$:' 3:2('LP'="6):,"'&$:'@$'92$*'3B"'6B+#72"(0,'3$'3B"')7:#30,'C)27.'A$'3B"+2'*+,,+$('+,'3$'=:+#7'P' 6)(6"2'C)27,'9$2'3""(,')(7'&$:(@')7:#3,')2$:(7'H:,32)#+).'DB"&'7$'+3'4+)'3B"+2'Q$:(7)3+$(E'$("' $9'$:2'6#+"(3,.
  21. 21. O"4+,'B),')'*+,,+$(.'DB"&'C$2?"7'$:3'3B)3'3B"'=+@@",3',:,3)+()=+#+3&'+,,:"')2$:(7'3B"+2'G")(,'+,' B$C'<"$<#"'72&'3B"*.'A$'3B"&02"'#):(6B"7'3B"'5)2"'3$'H+2'6$(3",3E'6B)##"(@+(@'<"$<#"'3$'6$*"' :<'C+3B',*)23"2'C)&,'3$'72&'G")(,.
  22. 22. !"2"')2"',$*"'$9'3B"' "(32+",
  23. 23. R"C,'O37'B),'3B"'*$,3'9)*$:,'*+,,+$(.'S("'7"@2"".' /30,')'9)(3),3+6'*+,,+$(E'="6):,"'($'$("'C+##'"4"2'="')=#"'3$'G:7@"'3B"*'$('CB"3B"2'3B"&' )6B+"4"7'+3'$2'($3.'A$E'%2'%:27$6BE'7+7'&$:'2"7:6"'@#$=)#'C)2*+(@'=&'$("'7"@2""T'!"##'&")B.' U2$4"'*"'C2$(@V'
  24. 24. TODAY’S MISSION IS TOMORROW’S STORY DB"'2"),$('3B","'*+,,+$(,')2"',$'+*<$23)(3'+,'="6):,"'+('W'&")2,'A$(&'C+##'="')=#"'3$',)&'3B"&' 9:(7"7',+X'("C'6)(6"2'C)27,.'/('3C$'&")2,'O"4+,'C+##'="')=#"'3$'<2$7:6"')'<2$7:63')(7',)&'3B"&' B"#<"7'2"7:6"':,"'$9'6#$3B",'72&"2,.'' 5$(03'@"3'*"'C2$(@E'+9'3B)30,')##'3B"&'7$'3B"&'C+##')332)63'=)7'<2",,'=:3'+9'3B"&'=)6?':<'3B"+2' *+,,+$('=&'7$+(@')##'3B"'$3B"2'+*<$23)(3'3B+(@,'="B+(7'3B"',6"(",'#+?"'C)3"2E'C),3"')(7'"("2@&' 3B"('3B"&'C+##'B)4"')('"X6"##"(3',3$2&'3$'3"##.
  25. 25. STORY = BRAND FB&')2"',3$2+",',$'+*<$23)(3T'DB"&02"'CB)3'=2)(7,')2"'*)7"'92$*.'
  26. 26. BRAND = >4"2&$("'?($C,'=2)(7,'B)4"'4)#:".
  27. 27. SUSTAINABILITY = -+(@$.'R$C',:,3)+()=+#+3&'B),'4)#:".
  28. 28. -"9$2"'C"'@$'$(E')'C$27')=$:3'J+(7+(@'&$:2'*+,,+$(. /9'&$:02"'#$$?+(@'9$2')'*+,,+$(E',3)23'=&'#$$?+(@'9$2'&$:2'=+@@",3',+(.'
  29. 29. /9'&$:')2"'-U'($C'+,'($3'3B"'3+*"'3$',3)23'3)#?+(@')=$:3'2"6&6#+(@'+('-2)Y+#'$2'B$C'&$:'@+4"'92""' @&*'*"*="2,B+<,'3$'&$:2'<"$<#".' Z:,3'#+?"'%$:(3'Q2)(?#+('9$:(7'$:3')'9"C'&")2,')@$'CB"('3B"&'*)7"'+3'3B"+2'*+,,+$('3$'<#)(3' 32"",.' [(3+#'%$:(3'Q2)(?#+('7")#,'C+3B'3B"',+('$9'*+##+$(,'$9':(=+$7"@2)7)=#"'<#),3+6'=$33#",'+3'7$",(03' *)33"2'CB)3'"#,"'3B"&'7$E'3B"&'C+##'="'K:",3+$("7'$('3B)3.'
  30. 30. /9'&$:')2"'-U'($C'+,'($3'3B"'3+*"'3$',3)23'3)#?+(@')=$:3'2"6&6#+(@'+('-2)Y+#'$2'B$C'&$:'@+4"'92""' @&*'*"*="2,B+<,'3$'&$:2'<"$<#".' Z:,3'#+?"'%$:(3'Q2)(?#+('9$:(7'$:3')'9"C'&")2,')@$'CB"('3B"&'*)7"'+3'3B"+2'*+,,+$('3$'<#)(3' 32"",.' [(3+#'%$:(3'Q2)(?#+('7")#,'C+3B'3B"',+('$9'*+##+$(,'$9':(=+$7"@2)7)=#"'<#),3+6'=$33#",'+3'7$",(03' *)33"2'CB)3'"#,"'3B"&'7$E'3B"&'C+##'="'K:",3+$("7'$('3B)3.'
  31. 31. SMART SUSTAINABILITY SOLVES A HUMAN NEED A$'C"04"',""('B$C',:,3)+()=+#+3&'6)(',$#4"')'J+()(6+)#'(""7.'/'3B+(?E'*$2"'+*<$23)(3#&E'+3'6)(' ,$#4"')'B:*)('(""7E'6$*<)(&8C+7".'
  32. 32. Leadership & Legacy 1>S,'B)4"')'(""7'3$',B$C'#")7"2,B+<')(7'#")4"')'#"@)6&.
  33. 33. X Look Stupid DB"'=$)27'B),')'(""7'($3'3$'#$$?',3:<+7'CB"('+(4",3$2,'),?'CB)3'3B"+2'6$*<)(&'+,'7$+(@')=$:3' ,:,3)+()=+#+3&
  34. 34. U"2B)<,'*$,3'6$*<"##+(@'+,'B$C',:,3)+()=+#+3&'6)(',$#4"'3B"'(""7,'$9'&$:2'"*<#$&"",.'O"3'*"' ,B$C'&$:'3B"',3)23'$9'$("'$9'*&'9)4$:2+3"'4+7"$,.'$:'6)(',""'3B"'CB$#"'3B+(@')3'B33<]^^ CCC.&$:3:=".6$*^:,"2^3B";AH$2@ %")(CB+#"E'/0*'@$+(@'3$'2:+('3B"'"(7+(@'9$2'&$:.
  35. 35. !"',)&,'3B)3'$(6"'&$:'<)&'<"$<#"'"($:@B'3$'3)?"'*$("&'$:3'$9'3B"'"K:)3+$(E'3B"&')2"'72+4"('=&' 3B2""'3B+(@,_
  36. 36. Autonomy
  37. 37. Mastery
  38. 38. And most of all, purpose. Once people are earning enough money that it’s not causing them stress, they start looking for purpose. Getting staff involved in sustainability initiatives can fulfil the need for purpose. DB"'<:2"'$9'B")23'C+##',)&E'3B)3'*")(,'/'6)('*)?"'*&',3)99'B)<<+"2'3B2:',:,3)+()=+#+3&. DB"'"4+#')*$(@'&$:'C+##',)&'B"&'+9'/'7$',:,3)+()=+#+3&E'/'6)('<)&'*&'<"$<#"'#",,.' /',)&E'),'#$(@'),'&$:'7$'+3E'3B"'2"),$('CB&'+,':<'3$'&$:.
  39. 39. SMART SUSTAINABILITY DOESN’T END IN AN AD CAMPAIGN !"#$%&!('%#)*#+),)%-&203'&*0%&%0&3*2&(4&#'&#*&#2&5#"4#)6*1&
  40. 40. 14% OF PEOPLE TRUST ADVERTISING LNM'$9'<"$<#"'32:,3')74"23+,+(@
  41. 41. 90% OF PEOPLE ARE SUSPICIOUS OF GREEN CLAIMS `aM'$9'<"$<#"')2"'7$:=39:#')=$:3'@2""('6#)+*,. H74"23+,+(@'@2""('6#)+*,'+,')#C)&,'@$+(@'3$'B)4"')'<2$=#"*.' A""E'+9'&$:02"'@$+(@'3$'6$**:(+6)3"',:,3)+()=+#+3&'&$:'6)(03'3)#?')=$:3'+3E'&$:'B)4"'3$'7$'+3. Q$23:()3"#&E'+9'&$:'7$E'<"$<#"'C+##'3)#?')=$:3'&$:.
  42. 42. FB$'B),',""('bF0,'DB"'Q:('DB"$2&T' DB"&'6B)##"(@"7'3B"'<"$<#"'$9'3B"'C"='3$'6B)(@"'<"$<#"0,'="B)4+$:2'9$2'3B"'="33"2'=&'*)?+(@'+3' 9:(. B33<]^^CCC.3B"9:(3B"$2&.6$*^
  43. 43. !"2"0,'$("'$9'3B"'"(32+",E'7")#+(@'C+3B'2:==+,B.' DB"2"0,'($')7'6)*<)+@(E'G:,3')'@$$7'+7")'3B)3'62")3",'2")#')(,C"2,'CB+6B'3B"&'2"C)27'C+3B' @2)(3,.'/'C)(3"7'3$',""'B$C'3B"&'C"(3'C+3B$:3')(')7'6)*<)+@(',$'/'@$$@#"7'+3.
  44. 44. !"2"0,'<)@"'$(". !"2"0,'<)@"'ca.' !$C'*)(&')7'6)*<)+@(,'7$'&$:'?($C'3B)3'@"3'3B)3'*:6B'3)#?T
  45. 45. !"2"0,'<)@"'$(". !"2"0,'<)@"'ca.' !$C'*)(&')7'6)*<)+@(,'7$'&$:'?($C'3B)3'@"3'3B)3'*:6B'3)#?T
  46. 46. SMART SUSTAINABILITY IS ABOUT MORE !"#$%&!('%#)*#+),)%-&)'&#+0(%&"0$3
  47. 47. $:'?($C'3B"'(:*="2,.';+@B3'($C'&$:')(7'/'C$:#7'(""7',+X'<#)("3'")23B0,'3$',:,3)+('3B"'C)&' C"'#+4". A$',:,3)+()=+#+3&'B),'3$'="')=$:3'#",,.'H'#$3'#",,.'
  48. 48. U2$=#"*'+,E'<"$<#"')2"')=$:3'*$2".'H(7'&$:'6)(03'6B)(@"'B$C'<"$<#"')2"'B)27'C+2"7.' /'7$(03'="#+"4"'<"$<#"'=:&',3:99'="6):,"'3B"&'C)(3'3B"',3:99.'/'="#+"4"'3B"&'=:&'+3'="6):,"'+3'9""#,' @$$7')3'3B"'3+*".'DB"&'C)(3',)3+,9)63+$(')(7'B)<<+(",,.'A3:99'+,'*"2"#&')(')33"*<3'3$'=:&'3B","' 3B+(@,.' A$'B$C'6)('C"'3)?"')C)&'3B"',3:99'=:3'*)?"'<"$<#"'B)<<+"2'9$2'+3T
  49. 49. F"'B)4"'3$'*)?"')63+(@',:,3)+()=#&'*$2"'9:('3B)('6$(,:*+(@'*$2"',3:99.'
  50. 50. FB+6B'=2+(@,'*"'3$'*&'#),3'<+"6"'$9',B$C')(7'3"##.'DB+,'+,'$("'$9'$:2,')(7'+30,'$("'$9'3B"'3B+(@,'/' )*'*$,3'<2$:7'$9.'/0##'3"##'&$:'CB&.' -"6):,"'+3',3)23,'C+3B')'*+,,+$(E'+3',$#4",')'B:*)('(""7'3$'*""3')(7'="',$6+)#'d+"]'+30,')=$:3' 6$**:(+3&e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
  51. 51. DB)(?,'4"2&'*:6B'/'#$$?'9$2C)27'3$',""+(@'&$:')3'("X3'&")20,'!"#$%&'()$*+"+$,+.

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