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Sustainability: Ecology & Economy // Snapshot Series

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Sustainability has been a buzzword for the last couple of years. It means connecting economy with ecology, being able to internationally compete while also protecting the environment. A lot of companies are already committing to “being green”. It gives a competitive advantage and sustainability is increasingly expected by consumers. The movement is called Green Economy and describes a sustainable business that protects natural resources and doesn’t harm the environment.
This report explores the Green Economy from three angles:
insights into industry evolvements and consumer expectations
introduces best practices of brands that get it right
take-aways derived from insights and best practice examples

Published in: Marketing
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Sustainability: Ecology & Economy // Snapshot Series

  1. 1. UNDERSTAND TODAY. SHAPE TOMORROW. LHBS// SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY 1 the latest instalment of our: Snapshot Series SUSTAINABILITY:
 ECOLOGY & ECONOMY
  2. 2. ABOUT. At LHBS, we believe in continuously observing and learning from what’s happing in the market. We’ve created our Snapshot Series to provide insights on platforms, industries and companies. Using best practice examples, we explore, analyze and share how businesses are adapting to new trends. Moving from insightful data to best practices to actionable implications, Snapshots can be a guide to bring meaningful innovations to life in different areas of business. This issue highlights the changes in company and consumer mindsets on Sustainability. We hope you enjoy this deck and find inspiration for your innovation process. UNDERSTAND TODAY. SHAPE TOMORROW. 2 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY Discover Define Develop Deliver UNDERSTAND TODAY. SHAPE TOMORROW.
  3. 3. UNDERSTAND TODAY. SHAPE TOMORROW. INTRO- DUCTION. Sustainability has been a buzzword for the last couple of years. It means connecting economy with ecology, being able to internationally compete while also protecting the environment. A lot of companies are already committing to “being green”. It gives a competitive advantage and sustainability is increasingly expected by consumers. The movement is called Green Economy and describes a sustainable business that protects natural resources and doesn’t harm the environment. This report explores the Green Economy from three angles: • insights into industry evolvements and consumer expectations • introduces best practices of brands that get it right • implications derived from insights and best practice examples LHBS is a marketing & innovation firm with offices in Berlin and Copenhagen. We help clients to understand today's emerging customer expectations and to shape their business offerings for tomorrow. ! http://www.lhbs.com Nicole Stautz Strategy Consultant at LHBS lhbs.com | ns@lhbs.com INTRODUCTION 3 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY
  4. 4. CONTENT. UNDERSTAND TODAY. SHAPE TOMORROW. Best Practice Examples How do brands do it? Take-Aways What does this mean? Insights to Industry and Consumer Behavior What’s happening? CONTENT 4 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY
  5. 5. WHAT’S HAPPENING? Insights on Profitability and Consumer Preferences Regarding Sustainability WHAT’S HAPPENING? UNDERSTAND TODAY. SHAPE TOMORROW. 5 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY Chapter 1
  6. 6. UNDERSTAND TODAY. SHAPE TOMORROW. 6 WHAT’S HAPPENING? Source: Huffington Post 32% 68% 68% of organizations increased their commitment to sustainability in the past year LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY
  7. 7. UNDERSTAND TODAY. SHAPE TOMORROW. 7Source: Huffington Post WHAT’S HAPPENING? 33% 67% 67% say that sustainability strategies are necessary to be competitive LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY
  8. 8. The global market volume for environmental technologies will reach a projected $2.7 billion by 2020… UNDERSTAND TODAY. SHAPE TOMORROW. 8 WHAT’S HAPPENING? Source: Huffington Post LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY
  9. 9. coming from energy efficiency technologies (appliances, industrial processes, electrical motors, insulation, etc.) coming from waste management/ recycling coming from water supply/sanitation/ water efficiency UNDERSTAND TODAY. SHAPE TOMORROW. 9 WHAT’S HAPPENING? Source: Huffington Post coming from sustainable transport (more-efficient engines, hybrids, fuel cells, alternative fuels, etc.) $1.2 bn $63 bn $658 bn $493 bn LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY
  10. 10. 10 “Sustainable business models powered by digital revolutionize value creation by eliminating the concept of ‘waste’ and moving towards a circular economy.” Accenture Waste to Wealth Report WHAT’S HAPPENING? Source: Accenture LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY
  11. 11. 11 $4.5 trillion Circular economy and digital represent a huge opportunity to create “circular advantage” with an estimated reward of $4.5 trillion Source: Accenture WHAT’S HAPPENING?LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY
  12. 12. 12 and consumers are all for it… WHAT’S HAPPENING?LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY
  13. 13. 13 34% 66% 66% of consumers globally say they’re willing to pay more for products and services that come from companies that are committed to positive social and environmental impact Source: Nielsen WHAT’S HAPPENING?LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY
  14. 14. Especially among younger consumers, environmental friendliness is key to purchase decisions. UNDERSTAND TODAY. SHAPE TOMORROW. 14 WHAT’S HAPPENING?LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY
  15. 15. 15 “Brands that establish a reputation for environmental stewardship among today’s youngest consumers have an opportunity to not only grow market share but build loyalty among the power-spending Millennials of tomorrow, too.” Source: Nielsen Grace Farraj SVP of Public Development & Sustainability at Nielsen WHAT’S HAPPENING?LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY
  16. 16. 16 28% 72% 72% of Gen Z are willing to pay more for products and services that come from companies who are committed to positive social and environmental change Source: Nielsen WHAT’S HAPPENING?LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY
  17. 17. HOW DO BRANDS DO IT? Best Practice Examples HOW DO BRANDS DO IT? UNDERSTAND TODAY. SHAPE TOMORROW. 17 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY Chapter 2
  18. 18. UNDERSTAND TODAY. SHAPE TOMORROW. This chapter introduces best practices of brands that get it right and are lead by sustainability in different areas of business. Examples are clustered into four subchapters: 18 SUSTAINABLE BRANDS: HOW DO BRANDS DO IT?LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY Supply Chain & Production: Using less harmful ingredients and recyclable materials Green Sourcing & Circular Economy: Transforming waste into wealth Sustainability in Communication & Content: Sponsoring green movements, startups and/or events, and partnering with sustainable companies Encouraging a Green Lifestyle: Adding new services to current portfolio and innovating around the topic of sustainable everyday lives
  19. 19. UNDERSTAND TODAY. SHAPE TOMORROW. One way companies are transforming to more sustainable practices is by “greening” their supply chain and production. By using less harmful ingredients and recyclable materials, firms from a wide variety of industries are reducing their impact on the environment. From the food and beverage industry to fashion, to furniture and technology: Brands are changing how they work, into “greener” procedures. 19 MAKING SUPPLY CHAIN & PRODUCTION GREEN LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY ProductBio: Platform connecting ethical & sustainable companies Patagonia: Brewing beer without pesticides & with less water Zara: Sustainable clothing line & packaging IKEA: Using renewable or recyclable materials Fairphone: Using non- conflict minerals & making their product repairable and long- lasting Mars: Sustainable supply chain & packaging HOW DO BRANDS DO IT?
  20. 20. UNDERSTAND TODAY. SHAPE TOMORROW.Source: ProductBio Platform Connecting Ethical & Sustainable Companies ! Explore the Sign Companies committed to ethical and sustainable practices can now turn to the new platform ProductBio, which helps connect similar companies in order to take the grey areas out of the green economy. By joining the online platform ProductBio, companies committed to ethical and sustainable practices can now find partners who have the same business philosophy. The platform uses Big Data techniques to simplify the process of procurement by making recommendations to companies looking to be and stay green. 20 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  21. 21. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Patagonia Environmentally friendly beer ! Explore the Sign Patagonia Provisions - a food brand focusing on sustainable sourcing - is entering the beer business. The company produced soups, Buffalo jerky and other snacks before, but the beer is new in its product range. It launched in partnership with Hopworks Urban Brewery as a Long Root Ale. The beer is a breakthrough because it is made from Kernza, a grain that doesn’t require pesticides and uses less water. It also reduces erosion and cuts carbon from the atmosphere. 21 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  22. 22. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Zara Sustainable Collection & Packaging ! Explore the Sign Zara is hopping on the sustainability train with a collection that meets a series of internal qualifications as the primary fabric must be Better Cotton Initiative approved cotton or recycled polyester; it must be manufactured with one of Inditex's "Green to Wear" technologies; and factories must earn a grade A or B in Inditex's environmental sustainability standard. "Join Life” is also a marketing tactic: in addition to releasing the images, the brand is promoting with in- store recycling bins and a collaborative art project titled "Boxes with a Past" that provides artists with Zara's 100 percent recycled boxes. 22 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  23. 23. UNDERSTAND TODAY. SHAPE TOMORROW.Source: IKEA Sustainable Life at Home ! Explore the Sign Sales from IKEA’s “sustainable life at home” range increased three-fold in 2016. The furniture company promotes sustainable living to customers as part of their People & Planet sustainability program. It is focusing on making consumer lives sustainable by offering the “sustainable at home” product range. The goals for IKEA's products are to only use renewable or recyclable plastic materials by 2020 and to ensure that 100% of palm-oil used comes from certified sources. A challenge that remains is the reduction of waste. 23 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  24. 24. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Fairphone Ethical & Sustainable Smartphones ! Explore the Sign Fairphone has begun taking orders for its second- generation ethical smartphone. The Fairphone 2 is intended to be a more sustainable mobile phone, with non-conflict minerals, a better deal for assembly line workers, and a handset that's designed to be repairable and longer-lasting. The second Fairphone potentially shows a promising future for smartphones, as the modular architecture can not only be used to replace parts, but also enable owners to upgrade components of their devices - for example, upgrading the camera to a more powerful sensor. 24 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  25. 25. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Mars Investing in Sustainable Supply Chain ! Explore the Sign Confectionary manufacturer Mars is investing in its supply chain, creating new jobs in the U.S. and making products within local communities. Sustainability is key in the investment. Mars is making packaging from recyclable and recoverable materials, collaborating with peers, suppliers, authorities and waste management companies. New packaging formats include converting inedible biomass into petrochemicals to create packaging and using mixed plastic pouches. 25 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  26. 26. UNDERSTAND TODAY. SHAPE TOMORROW. Another way to become more sustainable is by transforming waste into wealth. The principle of “circular economy” is disrupting the way companies source materials for their products by creating value out of society’s “garbage”. Brands are giving life to thrown away things by developing new technologies to reuse plastics. New sources include plastics fished from the oceans and emissions filtered from the air. 26 GREEN SOURCING & CIRCULAR ECONOMY LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY IKEA: Plastic bottles into sustainable kitchens Procter & Gamble: Beach plastics into shampoo bottles G-Star: Ocean waste into denim Adidas: Illegal deep-sea fishing nets & other ocean waste into shoes and apparel Tiger Beer: Ink made from pollution Honda: Launching “H2O” Water HOW DO BRANDS DO IT?
  27. 27. UNDERSTAND TODAY. SHAPE TOMORROW.Source: IKEA Kitchen Made from Old Plastic Bottles ! Explore the Sign IKEA developed a technique to transform old plastic bottles into kitchen cabinets. The furniture giant created the new Kungsbacka series that is made 100% from recycled plastics and wood. Each kitchen cabinet uses 25 plastic bottles that are transformed into a lamination in an innovative procedure. The result is a kitchen in matte black. IKEA is continuing to increase the percentage of recycled materials in its products. The company continuously researches on ways to reuse materials like paper, fibers, foam and plastics in order to create new products. 27 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  28. 28. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Procter & Gamble Beach Plastic Shampoo Bottles ! Explore the Sign Procter&Gamble produced the first shampoo packaging using 25% recycled beach plastic. Head&Shoulders shampoo is the world’s first to adapt the plastic bottle made with post-consumer recycled (PCR) beach plastic, setting a milestone in sustainable business models and getting closer to a circular economy. For the project to work, consumers need to participate and collect waste as volunteers. The bottles were developed with recycling experts TerraCycle and SUEZ and will be available in France starting this summer. Other P&G hair care brands will follow, using 2,600 tons of recycled plastic every year. 28 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  29. 29. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Tiger Tiger Beer’s Air-Ink is Created from Pollution ! Explore the Sign The ink made from filtered exhaust fumes is used for pens and art supplies. Tiger Beer, the biggest Asian beer brand, created Air- Ink to tackle the environmental problems due to emissions in Asia. Producing the ink is cleaning the air and creating an additional product for further use. Graviky Lab’s researchers came up with the process that makes the Asian exhaust useful. Air-Ink is based on filtered exhaust fumes that otherwise would have ended up in peoples’ lungs. A filter is simply attached to cars, boats or chimneys and then catches all the particles that are exhausted. Those particles are cleaned and then used to create colors and inks. One Air-Ink pen contains about 40-50 minutes of diesel exhaust. 29 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  30. 30. UNDERSTAND TODAY. SHAPE TOMORROW.Source: G-Star Ocean Waste into Denim ! Explore the Sign “Raw for the Oceans” is a new collaborative project from G-Star that retrieves plastic from oceans and transforms it into denim. The amount of plastic waste in the ocean is reaching a tipping point. G-Star is aiming to start a positive movement and help the environment by recycling what they find in the ocean into their new collection. The Raw collection is designed by the musician Pharrell Williams (in partnership with Bionic Yarn, for which Williams serves as Creative Director). The launch is supported with "The Plastic Age"— a documentary produced by I-D magazine that shows the dangers of plastic in our oceans and demonstrates the process of turning waste into yarn and clothes. 30 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  31. 31. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Adidas Shoe Made out of Ocean Trash ! Explore the Sign Adidas is turning ocean trash into recycled materials for running shoes and apparel. The recycling initiative is part of meeting the Adidas group’s sustainability goals and to educate consumers about the dire situation the ocean is in due to plastic. The sneaker's sole is made of sustainable cushioning, but the upper portion of the shoe is made from materials reclaimed from illegal deep-sea fishing nets and other waste pulled from the ocean by the Sea Shepherd Conservation Society. The shoe is not for sale, but more like a conceptual call to arms. The apparel manufacturer did however confirm that they will be incorporating recycled plastic into their shoes. 31 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  32. 32. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Honda Launch of H2O Water Brand ! Explore the Sign To celebrate its sustainable ethos, Honda Australia has released a line of bottled water sourced from hydrogen emissions. The automaker designed the Honda FCX, the world’s first mass production automobile that uses only compressed hydrogen instead of petrol as its fuel. The emissions of this car are pure H2O, perfect for bottling and drinking. The unconventional water brand H2O collects water not from mountain glaciers and springs but from hydrogen emissions, which actually are drinkable water. The manufacturer claims that it is the first carmaker to release a water brand. 32 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  33. 33. UNDERSTAND TODAY. SHAPE TOMORROW. There are more ways to support sustainability besides changing sourcing and production procedures. Brands also use the topic in their content creation and communications: They are sponsoring green movements, startups and/or events, and partnering with sustainable companies to extend their “green” image. 33 SUSTAIN- ABILITY IN COMMUNI- CATION & CONTENT LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY Virgin Atlantic: Vivienne Westwood collaboration for sustainable uniforms W Hotels: Partnering with Ekocycle to make hotel inventory sustainable Shell: Collaborating with Pelé to bring sustainable energy to a favela The Guardian: Working with Unilever to create sustainable content Sephora: Social startup accelerator HOW DO BRANDS DO IT?
  34. 34. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Virgin Atlantic Vivienne Westwood Designs Sustainable Wardrobe ! Explore the Sign Former punk rock fashion icon Vivienne Westwood revamps Virgin Atlantic's wardrobe. Westwood, a committed political and environmental activist, crafted many of the pieces from sustainable materials, including a polyester yarn made from recycled plastic bottles. Every piece was produced through the Ethical Fashion Initiative in Nairobi in collaboration with the United Nations International Trade Centre (ITC). 34 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  35. 35. UNDERSTAND TODAY. SHAPE TOMORROW.Source: W Hotels Ekocycle Partnership ! Explore the Sign As part of a mass initiative from the partnership between Starwood Hotels & Resorts and will.i.am's EKOCYCLE to promote "sustainable luxury". While will.i.am initially created EKOCYCLE to clean up the waste left at concerts responsibly, the initiative has expanded to making brands aware of their waste and environmental impact. With the new partnership with Starwood, W Hotels will bring sustainability into its luxury offerings, with the first innovation directed towards making the hotel's bedding more sustainable. Another addition was the bedside accessory which doubles as an alarm clock and a portable phone charger made from recycled Coca-Cola bottles. 35 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  36. 36. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Sephora Startup Accelerator for Social Startups Lead by Women ! Explore the Sign Sephora is kicking off a new program called Sephora Accelerate, which will put 10 early-stage startups through a bootcamp, provide them with mentorship and give them a stage to present at a demo later on. The program is part of Sephora's larger social impact agenda and is requiring that its startup applicants also have a social-minded element in addition to a female founder. That could mean sourcing sustainable materials or donating a portion of revenue to charity — the exact impact will depend on the business at hand, which can range from brands producing physical beauty products to apps and services. 36 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  37. 37. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Shell Morro da Mineira Project ! Explore the Sign Football legend Pelé, in collaboration with Shell’s Morro da Mineira Project, has renovated a football pitch in the favelas of Rio de Janeiro with a renewable energy system that collects energy from players' movements, which is used to power floodlights that allow for nighttime play. The project has been applauded for providing space that kids from the community can use after nightfall, keeping them out of trouble. The community also benefits from the sustainable power source as it avoids high electricity bills that would come from a traditional lighting system. 37 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  38. 38. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Unilever & The Guardian Guardian’s Live Better - Unilever Partner Zone ! Explore the Sign Guardian News and Media are providing content about sustainability under the brand of household goods giant Unilever. The Guardian’s partnership with Unilever is said to be “centred on the shared values of sustainable living and open storytelling”. The new Unilever content will sit within Guardian.com and be labelled as being commercially supported. The platform will provide interactive and cross-media content, as well as live events. 38 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  39. 39. UNDERSTAND TODAY. SHAPE TOMORROW. Not only do companies change the way they operate, a lot of them also enable people to live mindfully and sustainably. By adding new services to their current portfolio and innovating around the topic of sustainable everyday lives, companies inspire consumers to go green. From software and apps to transportation and architecture, green living is promoted in all parts of life. 39 ENCOURA- GING A GREEN LIFESTYLE LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY BuyMeBy: Online supermarket discount rack Solar Eclipse: In-flight solar charger IKEA: Launch of cargo city bikes IKEA: Future living innovation lab Greenpeace: EcoCard business card giving free public transport rides Recyclebank: Exchanging green behavior for eco products Fiction Factory: Cardboard architecture HOW DO BRANDS DO IT?
  40. 40. UNDERSTAND TODAY. SHAPE TOMORROW.Source: BuyMeBy Online Supermarket Discount Rack ! Explore the Sign BuyMeBy brings the discount rack to the age of digital, with an automated process for discounting expiring products. As half of all of the world’s food goes to waste, supermarkets are innovating to become more sustainable and compliant. Services like BuyMeBy are cropping up to help this process. The company tracks expiration dates using inventory-management software, and automatically lowers the prices of perishable products as they gradually become inedible. BuyMeBuy lets customers browse deals with a smartphone app, or search stores’ e-commerce sites for discounted items, which can be delivered or reserved for in-store pick up. 40 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  41. 41. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Solar Eclipse In-Flight Solar Charger ! Explore the Sign Solar Eclipse is a new solar-powered window shade with USB power outlets designed for providing aircrafts with an ecological way to power passenger devices. The Solar Eclipse serves as a economical and sustainable answer to providing power for the electrical devices that passengers are using on their flights. Its efficient thin film of solar cells is integrated into the window shade and capable of converting the high-altitude sun into 8-44 watts of energy. The high tech shade is easy to install, and requires no changes with the rest of the cabin. This way airlines can inspire their passengers to use alternative power sources and set an example. 41 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  42. 42. UNDERSTAND TODAY. SHAPE TOMORROW.Source: IKEA Launch of Cargo City Bikes ! Explore the Sign IKEA’s long-awaited bike is here, and it’s built for city living. With accessories to make moving heavy things across busy cities, it’s well equipped to replace small cars. IKEA’s cargo bike, “Sladda” is available in America’s stores, and while there is some criticism about it’s bulky size, it could catch on if people opt for this over a car. The host of accessories that come with the bike make transporting heavier items easy, and the attachable bags can double as backpacks. The gender-neutral design means it’s made for anyone and everyone. 42 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  43. 43. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Fiction Factory Cardboard Architecture ! Explore the Sign The dutch creator collective Fiction Factory designed cardboard houses that are supposed to last for 100 years. The material is low cost, environmentally sustainable and recyclable. The “Wikkelhouse” is a modular house that can be placed nearly anywhere. The name Wikkelhouse comes from the Dutch verb wikkelen, meaning "to wrap." That's a reference to the process that makes the Wikkelhouse's cardboard walls sturdy. Each wall is made of 24 layers of standard corrugated cardboard, which is glued together and then wrapped up in a special foil to keep rain from turning the Wikkelhouse into a soggy mess while allowing trapped moisture to radiate outward. 43 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  44. 44. UNDERSTAND TODAY. SHAPE TOMORROW.Source: IKEA Future-Living Innovation Lab ! Explore the Sign IKEA has opened a secret future-living innovation lab which is combined with an exhibition space. The lab is located in the very heart of Copenhagen. With Space10 lab, IKEA is on a mission to keep tracking smart and sustainable living possibilities. The lab hosts a number of workshops, pitch nights, design residencies, exhibitions and other collaborative projects. In their first exhibition, Space10 will showcase prototype works of several aspiring designers under the theme: sustainability of everyday objects. 44 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  45. 45. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Greenpeace EcoCard ! Explore the Sign Business card doubles as a free train pass for recipients. The Russian arm of Greenpeace has created EcoCard, a business card that’s getting more people to use public transport by combining contact details with free train rides. The environmental charity wanted to make the paper cards more green. In order to provide an incentive for people to keep the cards, the organization gave them another purpose. Although the front of the card offers the individual’s contact information, the back lets the recipient know that inside is a metro card that works with the Moscow Metro System. 45 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  46. 46. UNDERSTAND TODAY. SHAPE TOMORROW.Source: Recyclebank Exchanging Green Behavior for Eco Products ! Explore the Sign Recyclebank has launched One Twine, an online shop where members of its green rewards scheme can buy eco-friendly items with the points they’ve collected. In order to swap their typical routine for one that’s good for the environment, consumers often need motivation. Recyclebank members gain points through the completion of tasks or lifestyle changes such as pledging to remember to turn off their lights, or making their freezer run more efficiently. The enterprise has launched its own store stocked with goods approved for their commitment to reducing environmental damage. 46 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY HOW DO BRANDS DO IT?
  47. 47. WHAT DOES THIS MEAN? Take-Aways UNDERSTAND TODAY. SHAPE TOMORROW. 47 WHAT DOES THIS MEAN?LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY Chapter 3
  48. 48. UNDERSTAND TODAY. SHAPE TOMORROW. ONE Brands need to innovate their supply chains & production procedures. That includes connecting with “like-minded” firms to create new, less harmful ingredients and/ or materials for their products and making their packaging options more sustainable. 48 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY WHAT DOES THIS MEAN?
  49. 49. UNDERSTAND TODAY. SHAPE TOMORROW. TWO Brands need to rethink product design in order to reduce waste produced by themselves and their customers. Instead of making products that only last for a certain amount of time, brands should develop products that are long-lasting and repairable by consumers. 49 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY WHAT DOES THIS MEAN?
  50. 50. UNDERSTAND TODAY. SHAPE TOMORROW. THREE Brands should rethink the concept of waste - everything can be transformed into new value. Not only are post-consumer recycled (PCR) materials a cost-effective source, they also contribute to cleaning up some of the Earth’s most important ecosystems. 50 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY WHAT DOES THIS MEAN?
  51. 51. UNDERSTAND TODAY. SHAPE TOMORROW. FOUR By implementing sustainability in their communications & content, brands can attract new, young target groups. Sponsoring green movements, startups and/or events, and partnering with sustainable companies are just some ways to create and extend a “green” image and tap into the environmentally conscious mindsets. 51 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY WHAT DOES THIS MEAN?
  52. 52. UNDERSTAND TODAY. SHAPE TOMORROW. FIVE Brands can foster a sustainable image by enabling everyone to live green. Companies can extend their current portfolio and innovate around the topic of sustainable everyday lives, inspiring all consumers to go green. From software and apps to transportation and architecture, green living is promoted in all parts of life. 52 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY WHAT DOES THIS MEAN?
  53. 53. Die in dieser Präsentation dokumentierten Gedanken und Vorschläge sind geistiges Eigentum der 
 LHBS Consulting Berlin GmbH und unterliegen den geltenden Urhebergesetzen. Die unauthorisierte Nutzung, 
 die ganze oder teilweise Vervielfältigung sowie jede Weitergabe an Dritte ist nicht gestattet. LHBS Consulting Berlin GmbH Köpenicker Straße 154  10997 Berlin Germany   IMPRINT UNDERSTAND TODAY. SHAPE TOMORROW. www.lhbs.com THANK YOU 53 LHBS // SUSTAINABILITY: MATCHING ECOLOGY & ECONOMY
  54. 54. UNDERSTAND TODAY. SHAPE TOMORROW. Discover ABOUT. Define Develop Deliver REPORT TITLE // ABOUT LHBS is a marketing & innovation firm with offices in Berlin & Copenhagen. We work with legacy organisations to adapt their customer value proposition to meet emerging customer expectations. Together with our clients we discover business opportunities and deliver integrated customer offers for products, services, experiences and communication. ! http://www.lhbs.com ABOUT UNDERSTAND TODAY. SHAPE TOMORROW. 54 DISCOVER DEFINE DEVELOP DELIVER UNDERSTAND TODAY. SHAPE TOMORROW.
  55. 55. UNDERSTAND TODAY. SHAPE TOMORROW. INSPIRATION -HUB REPORT TITLE // INSPIRATION-HUB. This report is powered by the LHBS Inspiration-Hub. The LHBS Inspiration-Hub is a digital platform that brings customized insights and inspiration to the heart of your organization. It is a digital platform that tracks changes in people, markets and technology. ! https://inspiration-hub.com/ HUB 55

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