This presentation concerns how marketing leaders across multiple industries and around the world are answering the call to act responsibly in an era of climate change. For best results, download this presentation as there are multiple video and website hyperlinks in the presentation which you will not see otherwise. There is an mp4 version of a webinar of this presentation which is also available on request. Email Joe Hines at joe@acubedmarketing.com for assistance.

2. Please note: There is a sync delay between the dialogue and the visual.

3. A Brief History of Commerce

5. p = 1:1050
1/ 1,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000,000
The probability that life rose out of the early earth
had the same probability that a tornado could
Spin through a junk yard and assemble a 747 jet.

9. 565 Gigatons
Amount of additional carbon we can release
into the atmosphere by midcentury and still
hope to stay below two degrees.
2 Celsius
Longer droughts and more intense heat
waves - Big disruptions to the world’s food
supply.
Sea levels could rise several feet
Flood many coastal communities in the U.S.
Large migrations of people – Bangladesh,
India & Vietnam.
So far, we've raised the average temperature
of the planet just under 0.8 degrees Celsius,
and that has caused far more damage than
most scientists expected.
2,795 Gigatons
Amount we’re on track to release.

10. GCI: 3 Major Components
• Responsibility
• Sufficient Information
• Past/ Future Purchase Behavior

11. Demand Is Growing

12. Given a choice between green and
non-green products of similar
quality, consumers choose green
by a large margin.
Especially true among Millenials.
Millennials are twice as likely as
Boomers to own a hybrid car and
seven times as likely to own an
electric car.

13. The “Size of Prize” is SURVIVAL. Short term P&L focus is dangerous and myopic.
Consumer demand is growing significantly.
Brand and product differentiation.
Sustainability alone is not enough to justify higher prices. New products must also
solve problems in better ways to justify higher pricing.
Important to build consumer confidence.
Top-down leadership and culture change is critical.

14. Making Sustainability an Important Point of Difference.

15. Traditional Marketing
Product Life Cycle

16. Sustainability Marketing
Product Life Cycle
Socio-Ecological Impact Matrix
A qualitative (vs. quantitative) method
Identifies:
1. Types of negative environmental
impacts a product may create
2. When the negative impacts occur
Life-Cycle Assessment
Completed in order to:
1. Evaluate between several options of
meeting consumer needs I
2. So that the option which minimizes
the eco-footprint is selected.

18. Socio-Ecological Impact Matrix

20. Technology that delivers efficiencies in resource use. Minimizing the Carbon Footprint from Logistics
and Distribution; North Face Backyard Hoodie

21. Eco-EfficiencyImprovement/
OrganizationalComplexity
Type 1
Product Improvement
Type 2
Product Redesign
Type 3
Function Innovation
Type 4
System Innovation
Type I innovation:
line-extension.
Represents a
possible step
toward a
sustainable product
line.
Type II innovation:
Re-design of the
basic product.
Type III innovation:
Function Innovation.
Total paradigm
shift in how a
need is met.
Type IV innovation
Changes the entire
system of consumer
product use and
manufacturing.
Car sharing
As the ‘norm’.
Time (years)

22. Greenwashing has taken its toll on consumer confidence.
Consumers are now demanding more transparency.
Sustainability reporting not only demonstrates transparency but, in our view, is
the basis of organizational learning, demonstrates our values, and both reflects
and drives outstanding economic, environmental and social performance. Ford
Motor Company, Sustainability Report 2013/14
For businesses, reporting on social and environmental impact has become an
imperative. Stakeholders of all types demand information beyond governance
practices and financial accountability. And companies are recognizing the
inherent value in engaging with those stakeholders on sustainability and social
responsibility — from elevating reputation, to anticipating resource scarcity and
talent needs, to moving beyond risk mitigation to drive innovation. The
Governance & Accountability Institute finds that as of 2015, 75% of S&P 500
companies are producing an annual sustainability or corporate responsibility
report, up from just under 20% in 2011. Now, leading companies
are going beyond static reporting cycles to steadily communicate what impact
they are having on the world. Paul Polman, CEO, Unilever

25. C-Level Managers in major corporations are adding
this position within an increasing number of
companies.
Sustainability at BMW.

26. • 7 million tons of weight
• Twice the size of Texas
• Up to 9 feet deep
• 6:1 plastic to plankton
ratio.
• It is the largest plastic
dump on earth
• 80 % is plastic
• Scripps 5 to 10% of the
fish contain small pieces
of plastic.

27. Bio-Plastics.
• Coca-Cola already has produced 25-billion units sold in 40 countries.
• Saved 525,000 barrels of oil.
Making Packaging Leaner
• Packaging size getting smaller
• Packaging getting lighter
• Fewer materials used in packaging
Recycled packaging
• Where a brand’s packaging material has been sourced from
• What materials have been used for packaging
• Whether the packaging can be recycled.