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What does
sustainability
mean for
you?
Ellen Pabst von Ohain
www.phoenix-english.com
instructor@phoenix-
english.com
Hi! My name is Ellen Pabst von Ohain.
I’m an International Communications Coach and Consultant and
a Lecturer for sustaina...
This deck was prepared for a
presentation on May 18, 2014
about Sustainability Trends.
The audience was German
businessmen...
4
WAVES OF INNOVATION
Traditionally:
 Asset based
 Inaccurate Costing
What it means
for you
LOHAS
A Coupla Questions
Free Golden
Nuggets
1 2 3 4 5
How‘d we get
here?
The Players
Redefining Key...
Introducing the Purpose
Economy or..
Capitalism 2.0
THE
PLAYERS
7
Government
Companies
Shareholders
Suppliers
Employees
Host countries:
raw materials
Educational Institutions...
THE
PLAYERS
8
Government
Companies
Shareholders
Suppliers
Employees
Host countries:
raw materials
Educational Institutions...
5/24/2014
9
http://shrinkthatfootprint.com/shrink-your-product-footprint
Cradle to Grave
5/24/2014
10
http://shrinkthatfootprint.com/shrink-your-product-footprint
Reuse
Recycle
Reduce
5/24/2014
11
http://shrinkthatfootprint.com/shrink-your-product-footprint
Reuse
Recycle
Reduce
Cradle to GraveCradle to Cr...
http://www.flickr.com/photos/denisdenis/7585813810
Scary new concept #1:
Calculating the true costs
13
TOO MANY CLASSIFICATIONS WITH TOO
LITTLE INFO –
TOO CONFUSING
ORGANIZATIONS WORKING TO SIMPLIFY
AND STREAMLINE: B CORP ...
14
Scary New Concept #2:
Products rated on the value, cost and
benefit they bring to society as well as the
individual.
Scary new concept # 3:
Value for the Shareholders shift to
include the Stakeholders
Redefine and measure value
http://edit...
18http://www.youtube.com/watch?v=V-VFZUFJwt4
http://www.bcorporation.net/
COMPANIES THAT GET B CORP CERTIFICATION ARE NOT
...
Ernst & Young Survey 2011
Shareholders
Proposals
And Concerns
Today
5/24/2014
20
CITIGROUP INC. 2014 Annual Meeting of
Shareholders
Tuesday, April 22, 2014
5/24/2014 21
PAY RATIOS
From 2006-2012, Ocean Tomo designed and managed an investment index that
tracked public companies with a high intellectual...
CSR and the Sustainability Report
http://www.organicsoul.com/understanding-the-triple-bottom-line-its-shortcomings-and-the...
24
The Elephant (Authentic
Sustainable Business
Practices) and the Blind Men
http://www.berteigconsulting.com/
26
27
Companies are stating they are
„green“.
Result: Consumers don‘t believe
them!
Companies are trying to teach
consumers a...
87% of North Americans say the
#1 Sustainability issue is…
5/24/2014 28http://www.flickr.com/photos/39831157@N05/369635037...
87% of North Americans say the
#1 Sustainability issue is…
5/24/2014 29http://www.flickr.com/photos/39831157@N05/369635037...
The Four Pillars of Sustainability from
Human (Employee/Consumer/Community
Member) Point of View
Personal
Social
Environme...
CROSSING AGE,
ECONOMIC AND
GEOGRAPHIC BORDERS;
COMMON GROUND
UNDERSTAND THAT EVERYONE IS A LOHAS OR ISN‘T
THE LOHAS
SPECTR...
EVERYONE IS A LOHAS, OR ISN‘T
..and everything in the middle
What do they care about and
how much?
Unconcerned 17%
Convent...
LOHAS
Know their own power Use
Communities to Connect (Virtual
and Physical)
Willing to pay 20% more for
(authentic) susta...
34
Japan: 29% or 37 million adults are LOHAS
consumers
35
germany
A Sept 2013 survey in
the UK suggests that
demand for green
products appears to be
increasing: three in ten
(27%) responde...
A Sept 2013 survey in
the UK suggests that
demand for green
products appears to be
increasing: three in ten
(27%) responde...
38
Walmart
SAP
Unilever
Caesars
Apple
39
Holistic Approach and Balance
THE TRIPLE BOTTOM LINE
Sustainable
PROFIT
(Economic)
PLANET
(Environmental)
PEOPLE
(Social)
...
You never change things by
fighting the existing reality. To
change something, build a new
model that makes the existing
m...
Time for some Golden
Nuggets
BEING „GREEN“ IS
BECOMING „UNCOOL“
43
BECOMING „GREEN“ IS
COOL
HOW DO YOU BECOME
AUTHENTICALLY
„GREEN“?
HOW DO YOU SELL IT?
44
RETHINK YOUR COMPANY
FOR A HOLISTIC
APPROACH TO
SUSTAINABLE PRACTICES,
DON’T BE PIECEMEAL.
45
1
IDENTIFY AND ENGAGE
YOUR STAKEHOLDERS.
DETERMINE WHO CARES
ABOUT WHAT AND HOW
MUCH.
46
2
47
3
SEEK LEGITIMATE
ACCREDITATION.
HAVE OTHERS DECLARE
YOUR AUTHENTICITY.
THEN, DEVELOP YOUR MESSAGE AND
COMMUNICATE TO YOUR
STAKEHOLDERS ABOUT YOUR
ACTIVITIES, EACH ACCORDING TO
THEIR NEEDS, BUT ...
GET IN NOW. YOU DON’T WANT TO
BE LEFT BEHIND OR CONSIDERED A
“FOLLOWER” WHEN THIS THING
REALLY GETS ROLLING.
LEAD.
JOIN OT...
RECOGNIZE THE HERO
Finding out exactly what your customers and consumers know about
the sustainability of your product is ...
Redefinition of Value and
Brand Renewal!
Authentic Sustainability equals Quality..
The Competitive
Advantage
for Companies...
Phoenix Sustainable
Communications
International Communications
Consultant, Coach
German Midsized firms, NPOs
ellen@phoeni...
What does sustainability mean for you
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What does sustainability mean for you

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Understanding the forces of innovation that brought us to our present world condition helps us to understand the sustainable choices available for the future. A look at current corporate and consumer behavior and communication. Suggestions for the SME who wishes to authentically position his company as a sustainable business.

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What does sustainability mean for you

  1. 1. What does sustainability mean for you? Ellen Pabst von Ohain www.phoenix-english.com instructor@phoenix- english.com
  2. 2. Hi! My name is Ellen Pabst von Ohain. I’m an International Communications Coach and Consultant and a Lecturer for sustainable and authentic business practices and marketing. I'm on the Board of Directors for a non- profit, worldwide youth organization. I work with CEOs and management in the German Mittlestand (small business owners). My team and I analyze and pick out the golden nuggets of what these companies do best and examine how they conduct their business. Then we develop a marketing message. That message is particularly aimed at other businesses and consumers who have a measurable interest in sustainability. It is also designed to attract those consumers and businesses who are less aware of the issues and concepts of sustainability. Why waste time trying to reach those who are less interested or informed? Because when consumers are better informed they are able to make better choices. Then they look for those golden nuggets.
  3. 3. This deck was prepared for a presentation on May 18, 2014 about Sustainability Trends. The audience was German businessmen and businesswomen. For a full transcript and explanation of the slides, please contact me.
  4. 4. 4 WAVES OF INNOVATION Traditionally:  Asset based  Inaccurate Costing
  5. 5. What it means for you LOHAS A Coupla Questions Free Golden Nuggets 1 2 3 4 5 How‘d we get here? The Players Redefining Key Words The Triple Bottom Line Where‘s it going? What does this mean for the future of Business? The Purpose Economy The Triple Bottom Line CSR Overview A Coupla Scary New Concepts 1 2 3
  6. 6. Introducing the Purpose Economy or.. Capitalism 2.0
  7. 7. THE PLAYERS 7 Government Companies Shareholders Suppliers Employees Host countries: raw materials Educational Institutions NGO/NPOs Community Members Consumers Mom (Natural Capital)
  8. 8. THE PLAYERS 8 Government Companies Shareholders Suppliers Employees Host countries: raw materials Educational Institutions NGO/NPOs Community Members Consumers Mom (Natural Capital) Companies Shareholders Consumers
  9. 9. 5/24/2014 9 http://shrinkthatfootprint.com/shrink-your-product-footprint Cradle to Grave
  10. 10. 5/24/2014 10 http://shrinkthatfootprint.com/shrink-your-product-footprint Reuse Recycle Reduce
  11. 11. 5/24/2014 11 http://shrinkthatfootprint.com/shrink-your-product-footprint Reuse Recycle Reduce Cradle to GraveCradle to CradleTRIPLE TOP LINE (RE)DESIGN
  12. 12. http://www.flickr.com/photos/denisdenis/7585813810 Scary new concept #1: Calculating the true costs
  13. 13. 13 TOO MANY CLASSIFICATIONS WITH TOO LITTLE INFO – TOO CONFUSING ORGANIZATIONS WORKING TO SIMPLIFY AND STREAMLINE: B CORP (USA)
  14. 14. 14
  15. 15. Scary New Concept #2: Products rated on the value, cost and benefit they bring to society as well as the individual.
  16. 16. Scary new concept # 3: Value for the Shareholders shift to include the Stakeholders Redefine and measure value http://edition.cnn.com/2012/03/23/opinion/fear-failure-kelsey/
  17. 17. 18http://www.youtube.com/watch?v=V-VFZUFJwt4 http://www.bcorporation.net/ COMPANIES THAT GET B CORP CERTIFICATION ARE NOT REQUIRED TO FOCUS SOLELY ON PROFITS.
  18. 18. Ernst & Young Survey 2011 Shareholders Proposals And Concerns Today
  19. 19. 5/24/2014 20 CITIGROUP INC. 2014 Annual Meeting of Shareholders Tuesday, April 22, 2014
  20. 20. 5/24/2014 21 PAY RATIOS
  21. 21. From 2006-2012, Ocean Tomo designed and managed an investment index that tracked public companies with a high intellectual property and intangible ratings. During this period, the index rose 7% even as the S&P 500 index declined. Wharton School professor Alex Edmans compared the 1998-2010 financial performance of the S&P 500 index to companies in Fortune magazine’s annual list of Best 100 Companies to Work For. He found that if you had invested in the S&P index, you would have averaged an annual 4% return. If you had bought and held the 1998 list of Best 100 Companies, your average annual return would have exceeded 6%. The Parnassus Workplace Fund invests in companies with good workplaces. Since its inception in 2005, its performance has roughly been double that of the S&P 500. The socially responsible investment company HIP Investor has conducted research across a range of data, including women on the Board, ISO 9000 certification, and environmental performance. HIP’s overall finding: The more new metrics are measured and managed, the stronger and more resilient performance you can achieve – lower risk, enhanced return potential and competitive advantage. Women-led tech companies achieve 35 percent higher return on investment, and, when venture-backed, bring in 12 percent more revenue than male- owned tech companies 17% of management and only 6% on Bd of Directors
  22. 22. CSR and the Sustainability Report http://www.organicsoul.com/understanding-the-triple-bottom-line-its-shortcomings-and-the-solution/17
  23. 23. 24
  24. 24. The Elephant (Authentic Sustainable Business Practices) and the Blind Men http://www.berteigconsulting.com/
  25. 25. 26
  26. 26. 27 Companies are stating they are „green“. Result: Consumers don‘t believe them! Companies are trying to teach consumers about how products are made. Result: Not many consumers care! Why not? Mobium Group 2011-13 Australia
  27. 27. 87% of North Americans say the #1 Sustainability issue is… 5/24/2014 28http://www.flickr.com/photos/39831157@N05/3696350373/in/photolist-6CCLbR-6Ez8zF-6EBP9c-6FLibU-6Hfuvi-6HjyqC-6Kiye6-6LiEW6-6MeMUP-6NNqSR-6Q7Tod-6Qpx1w-6Ronsz-6TaELy-6TYdxK-6UfXuL-6URAbM-6V4iuB-6V7Zcf-6W9FU1-6Wat41-6WgH8B-6X6pBN-6Z6mb3-6ZHk13-71snGy-72rcew- 72Vp4N-73ougj-73YkmA-75oXtH-762n7Z-773u8e-77ofcR-77xbFX-78bZu3-78tQXh-78ZgNf-7b3KNb-7cdGnE-7cu74L-7cuLmC-7d5Ysk-7goJoR-7gs2Yq-7gBvSm-7ihDwR-7ijS4A-7iEknp-7jDRej-7kknme
  28. 28. 87% of North Americans say the #1 Sustainability issue is… 5/24/2014 29http://www.flickr.com/photos/39831157@N05/3696350373/in/photolist-6CCLbR-6Ez8zF-6EBP9c-6FLibU-6Hfuvi-6HjyqC-6Kiye6-6LiEW6-6MeMUP-6NNqSR-6Q7Tod-6Qpx1w-6Ronsz-6TaELy-6TYdxK-6UfXuL-6URAbM-6V4iuB-6V7Zcf-6W9FU1-6Wat41-6WgH8B-6X6pBN-6Z6mb3-6ZHk13-71snGy-72rcew- 72Vp4N-73ougj-73YkmA-75oXtH-762n7Z-773u8e-77ofcR-77xbFX-78bZu3-78tQXh-78ZgNf-7b3KNb-7cdGnE-7cu74L-7cuLmC-7d5Ysk-7goJoR-7gs2Yq-7gBvSm-7ihDwR-7ijS4A-7iEknp-7jDRej-7kknme „..feeling connected to my friends, my family, my community.”
  29. 29. The Four Pillars of Sustainability from Human (Employee/Consumer/Community Member) Point of View Personal Social Environmental Spiritual
  30. 30. CROSSING AGE, ECONOMIC AND GEOGRAPHIC BORDERS; COMMON GROUND UNDERSTAND THAT EVERYONE IS A LOHAS OR ISN‘T THE LOHAS SPECTRUM UNCONCERNED
  31. 31. EVERYONE IS A LOHAS, OR ISN‘T ..and everything in the middle What do they care about and how much? Unconcerned 17% Conventionals 19% Drifters 25% Naturalites 19% LOHAS 19%
  32. 32. LOHAS Know their own power Use Communities to Connect (Virtual and Physical) Willing to pay 20% more for (authentic) sustainable products Introduce and influence family/friends to sustainable brands Concerned about transparency/Fair trade/recyclable materials and renewable energy Make choices and Purchase from companies/brands with similar values to their own
  33. 33. 34
  34. 34. Japan: 29% or 37 million adults are LOHAS consumers 35 germany
  35. 35. A Sept 2013 survey in the UK suggests that demand for green products appears to be increasing: three in ten (27%) respondents said they are more likely to buy a sustainable product and/or service than 5 years ago.
  36. 36. A Sept 2013 survey in the UK suggests that demand for green products appears to be increasing: three in ten (27%) respondents said they are more likely to buy a sustainable product and/or service than 5 years ago.
  37. 37. 38
  38. 38. Walmart SAP Unilever Caesars Apple 39
  39. 39. Holistic Approach and Balance THE TRIPLE BOTTOM LINE Sustainable PROFIT (Economic) PLANET (Environmental) PEOPLE (Social) 28
  40. 40. You never change things by fighting the existing reality. To change something, build a new model that makes the existing model obsolete.” R. Buckminster Fuller
  41. 41. Time for some Golden Nuggets
  42. 42. BEING „GREEN“ IS BECOMING „UNCOOL“ 43 BECOMING „GREEN“ IS COOL
  43. 43. HOW DO YOU BECOME AUTHENTICALLY „GREEN“? HOW DO YOU SELL IT? 44
  44. 44. RETHINK YOUR COMPANY FOR A HOLISTIC APPROACH TO SUSTAINABLE PRACTICES, DON’T BE PIECEMEAL. 45 1
  45. 45. IDENTIFY AND ENGAGE YOUR STAKEHOLDERS. DETERMINE WHO CARES ABOUT WHAT AND HOW MUCH. 46 2
  46. 46. 47 3 SEEK LEGITIMATE ACCREDITATION. HAVE OTHERS DECLARE YOUR AUTHENTICITY.
  47. 47. THEN, DEVELOP YOUR MESSAGE AND COMMUNICATE TO YOUR STAKEHOLDERS ABOUT YOUR ACTIVITIES, EACH ACCORDING TO THEIR NEEDS, BUT MAKE IT RELEVANT TO THEM AND THEIR WORLDS 48 4
  48. 48. GET IN NOW. YOU DON’T WANT TO BE LEFT BEHIND OR CONSIDERED A “FOLLOWER” WHEN THIS THING REALLY GETS ROLLING. LEAD. JOIN OTHERS WHO SHARE THE VISION. FORM ALLIANCES. 49 5
  49. 49. RECOGNIZE THE HERO Finding out exactly what your customers and consumers know about the sustainability of your product is tantamount to positioning yourself as authentically sustainable. If they don’t know enough, you owe it to them and to yourself, to educate them. Main values for Germans are quality, product features and innovation, therefore products and services are sold on those points. Price and Image are also in the mix but the German Mittlestand does not rely on the brand marketing that large enterprises do. SME’s operate within a local physical community and literally face community members daily. In part, their survival greatly depends on local social acceptance. The value of sustainability is still a novelty feature and not yet a main product feature although Germans and Europeans are relatively further along than other Western countries regarding perception.
  50. 50. Redefinition of Value and Brand Renewal! Authentic Sustainability equals Quality.. The Competitive Advantage for Companies and Communities…
  51. 51. Phoenix Sustainable Communications International Communications Consultant, Coach German Midsized firms, NPOs ellen@phoenix-english.com ELLEN PABST VON OHAIN

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