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Webinar: Brands, storytelling and sustainability


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By Mark Ralphs

Published in: Marketing
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Webinar: Brands, storytelling and sustainability

  1. 1. Brands, sustainability and storytelling REBEL THINKING, 25 SEPTEMBER 2019
  2. 2. C L I M A T E E M E R G E N C Y
  3. 3. Monthly global temperature (departure from 20th century average)
  4. 4.
  5. 5. Do you agree the world faces a climate change emergency and that global warming will soon become extremely dangerous without a big cut in emissions?
  6. 6. S U S T A I N A B I L I T Y
  7. 7. Source: JWT Innovation Group 2018
  8. 8. Source: JWT Innovation Group 2018
  9. 9. Producing the Nike Flyknit generates 60 percentage less waste than normal trainers.
  10. 10. In 2018 Unilever’s sustainable brands grew 46% faster than the rest of the business and delivered 70% of its turnover growth. Source: Unilever 2018
  11. 11. B E H A V I O U R C H A N G E
  12. 12. Because branding is about creating and sustaining trust it means delivering on promises. Wally Ollins
  13. 13. A B S O L U T E L Y N O G R E E N W A S H I N G
  14. 14. Lesson 1 If you want to change behaviour make it a social norm.
  15. 15.
  16. 16. Lesson 2 Drive action with trigger points.
  17. 17.
  18. 18. Lesson 3 To motivate action win the heart, and then the mind.
  19. 19. T A K E - O U T S
  20. 20. • Consumers care now more than ever • Face your sustainability challenge head on • Honesty first, this isn’t marketing • Listen to your customers, engage them in making the change with you
  21. 21. Join the Rebellion!