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Sustainability Marketing → 10 Steps to the Best Stories

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Sustainability Marketing: a case study.
Patagonia is a leader in CSR and telling amazing stories that align mission with product. In doing so, the company has built a tribe of loyal customers and fellow activists, translating into 14% year over year growth.
This presentation is a case study on putting the 10 sure fire steps to telling great sustainability stories.

Published in: Marketing
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Sustainability Marketing → 10 Steps to the Best Stories

  1. 1. ①Start with Why ②CEO directed – vision ③Measure – Metrics – Ratings ④Look upstream: supply chain ⑤NGO’s ⑥Lingo and branding ⑦Report – Transparent ⑧Employee engagement ⑨CSR ⑩Tell great stories Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories 10 Point Checklist Case Study
  2. 2. 10 Point Checklist Case Study patagonia.co m
  3. 3. “Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.” Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories
  4. 4. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories "Who are businesses really responsible to? Their customers? Shareholders? Employees? We would argue that it's none of the above. Fundamentally, businesses are responsible to their resource base. Without a healthy environment there are no shareholders, no employees, no customers and no business.” Yvon Chouinard, Founder, Patagonia
  5. 5. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories “If the people working for me believe that we do things to make the world better, to make businesses take on a greater responsibility not only to bottom-line profits but also to people and the planet, then that would be the best legacy.” Rose Marcario, CEO, Patagonia
  6. 6. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories
  7. 7. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories
  8. 8. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories
  9. 9. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories
  10. 10. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories
  11. 11. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories
  12. 12. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell storieshttp://circulatenews.org/
  13. 13. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories “I know it sounds crazy, but every time I have made a decision that is best for the planet, I have made money. Our customers know that— and they want to be part of that environmental commitment.” Yvon Chouinard, Founder, Patagonia
  14. 14. All told, the compound annual growth rate since the year after Marcario joined as CFO has been 14%, and profits have more than tripled since her arrival.
  15. 15. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories
  16. 16. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories
  17. 17. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories Our work has always begun first by acknowledging that Patagonia is part of the problem. We make products using fossil fuels, built in factories that use water and other resources, create waste and emit carbon into the air. We ship our products around the world in boxes and plastic bags. We consume electricity—some generated using renewable resources and some not—at our corporate offices, distribution centers and stores. We drive cars and ride on airplanes. As individuals, we consume products of all shapes and sizes— probably more than we need.
  18. 18. talk about the white elephant in the room
  19. 19. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories Employees from all parts of the company are allowed up to two months away from their regular roles to work for the environmental group of their choice while continuing to earn their paycheck and benefits.
  20. 20. Sustainability engages employees → Engaged employees create sustainable companies
  21. 21. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories
  22. 22. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories
  23. 23. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories “We want to use our stories as a way to provoke other people to not only take action but to inspire others to act as well,” Joy Howard, Patagonia (past) VP Marketing
  24. 24. Why CEO Measure Upstream NGO Lingo and branding Report Employees CSR Tell stories
  25. 25. What’s your sustainability story?
  26. 26. Sustainability Marketing ① Identify your company type and your CEO type ② If you fail the above, default to marketing 101 ③ Sometimes nothing said is best ④ Tell stories, CSR ⑤ Silence the critics with transparency ⑥ Make it easy for your audience: language and graphics ⑦ Connect the dots; audit your message ⑧ It starts with you
  27. 27. Philip Beere www.g-comm.co

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