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Branding for Good WebinarMonday 23rd May 2011 16:00pm GMTAdded Value           Branding for Good Sustainable Webinar   May...
Disappearing resources                                                                                                    ...
A plethora of sustainable commitments and initiativestouching every link in the supply chain                              ...
Resulting in the paradoxes of consumer feeling confused and trapped76% of UK consumers in 2010                            ...
Waste less                                               Sensitise                                         Simplify       ...
1. Sensitise  Provide information to help  consumers become more aware  of their impacts.  Eco Shower Drop  Alert me at Go...
2. $ave  Propose products that help  consumers reduce their  expenses.  Prius  IQ Cleaning  Tesco Green Clubcard Points  E...
3. Say it again and again  Repeat and remind at key usage  moments to help instill new  reflexes  M&S charging for bags  A...
4. Simplify  Make the fight against waste  easy  Quick Cup  Hippo Water Saver  EuroStar  Dyson AirbladeAdded Value        ...
5. Seduce and Surprise  Develop products that are as  pleasurable as they are  sustainable.  Nike  Green&Blacks  Timberlan...
6. Social pressure                                                  75% of people staying in                              ...
Share moreNew connectionsthat redefineconsumptionbehavioursAdded Value   Branding for Good Sustainable Webinar   May 23 20...
Auto-sharing  An idea that has come of ageAdded Value                      Branding for Good Sustainable Webinar   May 23 ...
The sharing of luxuryAdded Value             Branding for Good Sustainable Webinar   May 23 2011   13
Fair trade North and SouthAdded Value          Branding for Good Sustainable Webinar   May 23 2011   14
Sharing risks and knowledge through consortiumsAdded Value         Branding for Good Sustainable Webinar   May 23 2011   15
Hybrid companies: a new modelDanone Grameen   Added Value        Branding for Good Sustainable Webinar   May 23 2011   16
Sharing funding: a new form of investmentAdded Value          Branding for Good Sustainable Webinar   May 23 2011   17
Brands that are starting to listen and truly co-createAdded Value            Branding for Good Sustainable Webinar   May 2...
Ethics paysAdded Value   Branding for Good Sustainable Webinar   May 23 2011   19
Leslie Pascaud                 Leslie Pascaud is Director of Added Values Sustainable Marketing Practice which she founded...
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Added Value Sustainable Innovation Webinar Handout 23rd May 2011

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Added Value's Branding for Good Sustainable Innovation webinar 23rd May 2011. For more information contact Leslie Pascaud l.pascaud@added-value.fr or Kate Wolters k.walters@added-value.za

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Added Value Sustainable Innovation Webinar Handout 23rd May 2011

  1. 1. Branding for Good WebinarMonday 23rd May 2011 16:00pm GMTAdded Value Branding for Good Sustainable Webinar May 23 2011 0
  2. 2. Disappearing resources 39% of our living RESERVES species are in serious danger Silver 13 years Hafnium 8 years 25% of our cultivated soil is threatened by desertification Primary forests are disappearing at 3% each year in Africa and South AmericaBy 2030, water consumption ispredicted to outweigh naturalrenewal rates by up to 60% 97% decline in cod reserves over the past 5 years "God forbid that India should ever take to industrialism after the manner of the West… If (our nation) took to similar economic exploitation, it would strip the world bare like locusts.” Mahatma Gandhi Added Value Branding for Good Sustainable Webinar May 23 2011 1
  3. 3. A plethora of sustainable commitments and initiativestouching every link in the supply chain Save up to 80% of the energy in every load by 20% thinner, switching to cold 12% less solid with Tide® Chilled by waste Coldwater. * the sun: Solar powered ice cream cabinets PG tipss partnership with Rainforest Alliance Waste reductionsAdded Value Branding for Good Sustainable Webinar May 23 2011 2
  4. 4. Resulting in the paradoxes of consumer feeling confused and trapped76% of UK consumers in 2010 75% of UK consumers believe people have a duty to recycle.vs. 82% in 2007 claim to beconcerned about environmental 60% of UK consumers takeissues. positive steps to reduce the energy they use.22% of UK consumers in 2010vs. 14% in 2005 think there is 44% are prepared to make lifestyle compromises to benefit thetoo much concern about the environment.environment. *Sources: Mintel Oxygen (GB TGI, BRMB/Mintel) , National Statistics 2010 Added Value Branding for Good Sustainable Webinar May 23 2011 3
  5. 5. Waste less Sensitise Simplify Inform the consumer of their impacts Make sustainability easy $ave The 6 S’s of Seduce and Surprise Motivate action by showing the anti-waste Make sustainability enjoyable, fun consumer how their can save and surprising money Say it again and again Social pressure Repeat and remind the consumers to Use social norming as a tool keep behaviours top of mindAdded Value Branding for Good Sustainable Webinar May 23 2011 4
  6. 6. 1. Sensitise Provide information to help consumers become more aware of their impacts. Eco Shower Drop Alert me at Google ToutAllantVert.com Fiat Eco: Drive Toyota – A Glass of Water AppAdded Value Branding for Good Sustainable Webinar May 23 2011 5
  7. 7. 2. $ave Propose products that help consumers reduce their expenses. Prius IQ Cleaning Tesco Green Clubcard Points Eco Balls BumGeniusAdded Value Branding for Good Sustainable Webinar May 23 2011 6
  8. 8. 3. Say it again and again Repeat and remind at key usage moments to help instill new reflexes M&S charging for bags Ariel washing temperature Nokia charging Green chargerAdded Value Branding for Good Sustainable Webinar May 23 2011 7
  9. 9. 4. Simplify Make the fight against waste easy Quick Cup Hippo Water Saver EuroStar Dyson AirbladeAdded Value Branding for Good Sustainable Webinar May 23 2011 8
  10. 10. 5. Seduce and Surprise Develop products that are as pleasurable as they are sustainable. Nike Green&Blacks Timberland Earthkeeper boots AvedaAdded Value Branding for Good Sustainable Webinar May 23 2011 9
  11. 11. 6. Social pressure 75% of people staying in this room participated in our new environmental protection initiative. They used their towels several times. You too can join them. Capitalise on the effects of O Power norming. Anya Hindmarch I’m not a plastic bag Hotel room sign Opower Recycle bank incentives Best BuyAdded Value Branding for Good Sustainable Webinar May 23 2011 10
  12. 12. Share moreNew connectionsthat redefineconsumptionbehavioursAdded Value Branding for Good Sustainable Webinar May 23 2011 11
  13. 13. Auto-sharing An idea that has come of ageAdded Value Branding for Good Sustainable Webinar May 23 2011 12
  14. 14. The sharing of luxuryAdded Value Branding for Good Sustainable Webinar May 23 2011 13
  15. 15. Fair trade North and SouthAdded Value Branding for Good Sustainable Webinar May 23 2011 14
  16. 16. Sharing risks and knowledge through consortiumsAdded Value Branding for Good Sustainable Webinar May 23 2011 15
  17. 17. Hybrid companies: a new modelDanone Grameen Added Value Branding for Good Sustainable Webinar May 23 2011 16
  18. 18. Sharing funding: a new form of investmentAdded Value Branding for Good Sustainable Webinar May 23 2011 17
  19. 19. Brands that are starting to listen and truly co-createAdded Value Branding for Good Sustainable Webinar May 23 2011 18
  20. 20. Ethics paysAdded Value Branding for Good Sustainable Webinar May 23 2011 19
  21. 21. Leslie Pascaud Leslie Pascaud is Director of Added Values Sustainable Marketing Practice which she founded in 2006 in recognition of a market need to reveal the unmet commercial potential for more responsible brands and businesses. Since then, she has helped clients use sustainable development as a springboard for innovation and brand building. Prior to her current role, Leslie acted as innovation thought-leader for the Added Value Group worldwide. Email: l.pascaud@added-value.com Direct Tel: +33 (0)153453089 Mobile: +33 (0)608489858 Switchboard: +33 (0)153453400 Added Value Paris, 9 rue St, Florentin, 75008, Paris, FranceAdded Value Branding for Good Sustainable Webinar May 23 2011 20

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