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Towards sustainability
Designing brands for a better tommorrow




Helen Hughes, Sustainability Strategist
Design Day 2010, Norwegian Design Council , 17th March 2010
Creative entrepreneurs
With an eye on the issues




                            © Design Bridge   2
Towards sustainability
Designing brands for a better tommorrow




                                          © Design Bridge   3
Environmental (planet)        Social (people)   Economic (profit)




      The key impacts
      It’s not about one thing or the other




                                                                    © Design Bridge   4
Our approach: a strategic decision
It should be at the core




                                     © Design Bridge   5
Increasing costs     Market forces         Growing consumer concern




New, complex challenges in the marketing brief




                                                                       6
Our approach
Strategic
A roadmap encompassing short, medium and long-term goals



                                                           © Design Bridge   7
Taking consumers on a journey:

 “The important thing here is
    being ahead of them.”




                 Brand green:10 features for success’ Forum for the Future


                                                                © Design Bridge   8
Our philosophy: pull not push
Identifying tangible benefits




                                © Design Bridge   9
A catalyst for
breakthrough innovation
  rather than a barrier.




              Brand green:10 features for success’ Forum for the Future


                                                             © Design Bridge   10
No-one said it was going to be easy
Not about one-off activity




                                      © Design Bridge   11
But it can be rewarding
Leadership opportunities




                           © Design Bridge   12
Our approach: a strategic decision
Evident throughout the brand




                                     © Design Bridge   13
No-one said it was going to be easy
We’ve got to be in it for the long haul




                                          © Design Bridge   14
But it can be rewarding
Consumer trust and new markets
NGO and local community endorsement
Earlier involvement in supply chain innovation programmes
Recognition via trade awards

                                                            © Design Bridge   15
Thank you




Intellectual property
Please note that the contents of this document are for demonstration,
comparison & review and may not be reproduced in any way.

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Towards Sustainability: Designing brands for a better tomorrow