alteração climatica

1. THE SUSTAINABILITY
RESET
A S T H E C O V I D R E C O V E R Y B E G I N S , B R A N D S
N E E D T O E N S U R E T H A T L A S T Y E A R ’ S
P R O G R E S S O N C L I M A T E C H A N G E I S N O T L O S T
Nick Chiarelli
Head of Trends
September 2020

2. CONFIDENTIAL
Table of Contents
4 #1: WHERE WE WERE
2019, the lost tipping point for sustainable living
49 #4: BUILDING A GREENER FUTURE
Some examples of current best practice and ideas to explore
18 #2: WHERE WE ARE NOW
The impact of COVID-19 on sustainability,
both positive & negative
39 #3: WHERE WE’RE HEADING
Sustainability needs a post-COVID reset
61
#5: SUMMING UP
Key lessons and thought-starters
66 #6: HOW WE CAN HELP
Getting sustainability to the heart of your brand
2

3. CONFIDENTIAL
ENVIRONMENTAL PROGRESS HAS BEEN
DERAILED AND NEEDS TO BE REPRIORITISED
• 2019 was a year when environmental campaigners made
significant progress in raising public awareness and
prompting corporate action.
• It was hoped that it would prove to be a tipping point
and that 2020 would see a continuation or even an acceleration
of awareness and action.
• Then COVID happened and the priorities of governments
and individuals shifted.
• Lockdown has impacted the environment
in many ways, both good and bad.
• Sustainability must now retake its place at the top of government
action lists, though it will have to share the billing with health and
economic crises – the recovery must be a green one.
• It may be unrealistic to expect demob-happy consumers fresh
out of a restrictive lockdown to exercise restraint in the name
of the environment, at least in the short-term.
• However, not so governments. Surely, this is exactly the right
time to pressure them to extract genuine environmental commitments
from industry, particularly those such as aviation and cruise likely to be
seeking bailouts and industry must be prepared to make those
commitments.
Summary
3

4. CONFIDENTIAL
W H E R E W E W E R E :
2 0 1 9 , T H E L O S T T I P P I N G P O I N T
F O R S U S T A I N A B L E L I V I N G
# 1
4

5. CONFIDENTIAL
“I don’t want your hope. I want you to panic. I
want you to feel the fear I feel every day. And
then I want you to act. I want you to act as
you would in a crisis. I want you act as if our
house is on fire. Because it is.”
Greta Thunberg, speaking at the World Economic Forum, Davos, January 2019
5

6. CONFIDENTIAL
2C RISE IN
GLOBAL TEMP
UNIVERSITY OF QUEENSLAND AND GRIFFITH UNIVERSITY
FORECAST, BASED ON NEW MODELLING USING LONG-
TERM AVERAGE PROJECTIONS ON ECONOMIC GROWTH,
POPULATION GROWTH AND ENERGY USE PER PERSON.
6

7. CONFIDENTIAL
SEA LEVEL COULD RISE
65CM BY 2100
FORECAST FROM UNIVERSITY OF COLORADO-BOULDER
LED RESEARCH TEAM THAT ANALYSED INFORMATION
COLLECTED BY SATELLITES OVER TWENTY-FIVE YEARS.
7

8. CONFIDENTIAL
6.6M DEATHS FROM AIR
POLLUTION P.A. BY 2050
ESTIMATE FROM WHO, UP FROM 4.2M TODAY
8

9. CONFIDENTIAL
QUADRUPLED SINCE 1980
DOUBLED SINCE 2004
ANALYSIS FROM THE EUROPEAN ACADEMIES’ SCIENCE ADVISORY
COUNCIL SUGGESTS THAT HYDROLOGICAL EVENTS HAVE
INCREASED MASSIVELY. CLIMATOLOGICAL EVENTS AND
METEOROLOGICAL EVENTS ARE ALSO ON THE INCREASE
9

10. CONFIDENTIAL
4.8-5.7 BN COULD BE
LIVING WITH WATER
SCARCITY BY 2050
ACCORDING TO UNWATER.ORG,UP FROM 3.6BN TODAY
10

11. CONFIDENTIAL
The inconvenient truth became
the inescapable truth…..
11

12. CONFIDENTIAL
88%
Of Brits believe that the
climate is changing
and that human activity is
mainly (51%) or partly (37%)
responsible.
68%
Of Brits feel that their
country could be doing
more to tackle climate
change.
49%
Of Brits feel that they
personally could be doing
more to tackle climate
change.
66%
Believe that we are still able to
avoid the worst effects of
climate change but it would
need a drastic change in the
steps being taken.
Sources: YouGov
12
Sources: YouGov

13. CONFIDENTIAL
20%
are consciously
trying to reduce their meat
consumption.
54%
Would prefer to reduce
consumption of resources
to slow/halt climate
change.
65%
of Europeans agree
“that big polluters should
be mainly responsible for
making good the
environmental damage
they cause”.
Sources: YouGov
13
Sources: Walnut Unlimited Omnibus Jan 2019; YouGov; Eurobarometer

14. CONFIDENTIAL
Emergence of eco-shame
14
In Vancouver shoppers who
don’t bring their own bags to
the East West Market have to
carry their groceries home in
bags marked “Wart Ointment
Wholesale” or “Into the Weird
Adult Video Emporium”.
Free interactive website
called Shame Plane visually
demonstrates the impact
of flights on global ice melt.

15. CONFIDENTIAL 15
Not surprisingly, brands were very active…
Green
pledging
Packaging & waste
reduction
Green
transparency
Anti
consumption

16. CONFIDENTIAL
“2019 may go down in history as Year Zero of
the climate apocalypse. The tsunami of
extreme events has been so relentless that
each is quickly forgotten in favour of its
successor.”
Geoff Goldbrick, writing in the Guardian, December 2019
16

17. CONFIDENTIAL
Heading into 2020, the climate crisis was
the biggest perceived threat we faced
Source: World Economic Forum 2020 Threats 17
Top 10 risks in terms of LIKELIHOOD
1 Extreme weather
2 Climate action failure
3 Natural disasters
4 Biodiversity loss
5 Human-made environmental disasters
6 Data fraud or theft
7 Cyberattacks
8 Water crises
9 Global government failure
10 Asset bubbles
Top 10 risks in terms of IMPACT
1 Climate action failure
2 Weapons of mass destruction
3 Biodiversity loss
4 Extreme weather
5 Water crises
6 Information infrastructure breakdown
7 Natural disasters
8 Cyberattacks
9 Human-made environmental disasters
10 Infectious diseases
CATEGORIES
ECONOMIC
ENVIRONMENTAL
POLITICAL
SOCIETAL
TECHNOLOGICAL

18. CONFIDENTIAL 18
W H E R E W E A R E :
T H E I M P A C T O F C O V I D - 1 9
# 2

19. The worst health crisis in living memory
Sources: Our World in Data: Cases and Deaths
[Numbers as at 28/08/2020]
19
Deaths
Deaths
/million people
World 826,090 106
US 179,914 539
Brazil 117,665 548
India 60,472 43
UK 41,465 611
Italy 35,458 586
France 30,544 468
Spain 28.971 617
Germany 9,285 111
China 4,713 3
Confirmed
cases
Confirmed
cases/million people
World 24,200,000 3,105
US 5.82m 17,588
Brazil 3.72m 17,488
India 3.31m 2,399
Spain 419,849 8,780
UK 328,846 4,844
Italy 262,540 4,342
France 253,587 3,885
Germany 237,936 2,840
China 89,784 62

20. CONFIDENTIAL 20
“The corona tragedy of course has no long-
term positive effect on the climate apart from
one thing only, namely the insights into how
you should perceive and treat an emergency.
because during the corona crisis we were
suddenly able to act with necessary force."
Greta Thunberg, June 2020

21. CONFIDENTIAL
W H E R E
W E A R E :
21
The positive environmental
impacts of COVID-19

22. CONFIDENTIAL
67 DAYS, 22 HOURS
AND 55 MINUTES
UK’s RECORD-BREAKING RUN OF OPERATING
WITHOUT COAL POWER
April 10th – June 17th 2020
22

23. CONFIDENTIAL 23
JULY 29TH 2019
AUGUST 22ND 2020
COVID-19 HAS REDUCED GLOBAL RESOURCE USE BY 9.3%,
PUSHING BACK EARTH OVERSHOOT DAY BY OVER THREE WEEKS

24. CONFIDENTIAL

25. CONFIDENTIAL 25
• By the end of the first quarter of 2020, the COVID-19
pandemic had brought international travel to
an abrupt halt and significantly impacted the
tourism industry.
• In 2019, the tourism sector accounted for 29%
of the world’s services exports and about 300
million jobs globally.
• UNWTO estimates a loss of 850 million to 1.1 billion
international tourist arrivals, $910 million to $1.1 trillion
in export revenues and 100-120 million jobs.
• But from an environmental point of view this has led
to a reduction in emissions and there was a 65%
reduction in demand for jet fuel.
• And, it has prompted an ongoing discussion about
how post-COVID travel can be more sustainable and
government bailouts of aviation companies may
come with environmental strings attached.
Global travel on hold

26. CONFIDENTIAL 26
• COVID-19 has curtailed mobility worldwide. Stay-at-home
orders at the start of the pandemic meant that consumers
avoided travel – be it by public transit or car.
• In the week of 3 May, only 5% of consumers in Barcelona
and 4% in Milan were moving compared with usual
figures. By 14 June, mobility rates rose to 50% in Paris
and 60% in Hong Kong as lockdowns eased.
• According to Transport for London (TfL), passenger
numbers fell by 95% on the Underground by
mid-April. Figures rose in June but were still
lower than pre-pandemic levels.
• Car sales are plunging too. Toyota reported
US car sales dropped by 54% in April.
Reduced mobility

27. CONFIDENTIAL 27
• With consumers locked down, some have been using
the enforced situation to up their exercise game, with
cycling being a particular winner, as both a solo and a
family activity.
• Lockdown cyclists are a mix of those who were anyway
regular bikers, new converts and those rediscovering a
lost pursuit.
• According to Cycle Scotland the number of people
cycling increased by 77%
• Of those who started cycling during lockdown, the
top three reasons were: the weather was good (62%),
it improved my wellbeing (57%) and less traffic on
the roads (50%).
• Sales of bikes are through the roof for all parts of the
sector from economy to high-end with significant stock
shortages and increased wait times a result (link).
Getting back on our bikes

28. CONFIDENTIAL 28
Better air in our cities

29. CONFIDENTIAL 29
Many have used lockdown and the expectation of
the easing of lockdown as an opportunity to reconnect
with the outdoors
• In a May survey of consumers in the UK, 72% were
specifically looking forward to participating in outdoor
activities after lockdown eases.
• 71% had really missed being able to take part in pursuits
such as hiking, climbing, cycling and other mountain
activities during lockdown, while 86% stated that
outdoor activities are essential for people’s wellbeing.
• 60% missed outdoor activities above all else while
restrictions have been in place.
Reconnecting with nature

30. CONFIDENTIAL 30
The early days of lockdown were characterized by our
towns and cities becoming people-free zones, to such an
extent that wildlife began exploring zones that were
previously off limits to them:
• Wild boars in Bergamo, Italy
• Wild goats in Llandudno, Wales
• Jackals in Tel Aviv, Israel
• Raccoons in NYC’s Central Park
• Deer in London’s Harold Hill
• Sea Lions in Mar del Plata harbour, Argentina
• Grey Langurs in Ahmedabad, India
• Penguins on the streets of Cape Town, S. Africa
A return of wildlife
IMAGE CREDITS: Christopher Furlong & STR/AFP via Getty Images

31. CONFIDENTIAL
W H E R E
W E A R E :
31
The negative environmental
impacts of COVID-19

32. CONFIDENTIAL 32
28
TRILLION
TONNES
OF ICE HAVE DISAPPEARED FROM THE
SURFACE OF THE EARTH SINCE 1994

33. CONFIDENTIAL
60% OF ANTARCTIC ICE
SHELVES AT RISK OF
FRACTURE
33

34. CONFIDENTIAL 34
Home delivery has expanded hugely during lockdown
causing a significant increase in lockdown waste
• Everyday Plastic Survey finds households got
through 128 pieces of plastic waste in a week,
up from 99 before coronavirus crisis
Rising value commodity
Such is the value of packaging that we’re even seeing
a rise in cardboard thievery – so-called beige gold.
• The current price of recycled cardboard is between
£70 and £80 per tonne but at the start of coronavirus
it spiked to £130.
An explosion of
packaging and waste

35. CONFIDENTIAL 35
• COVID has created staggering demand for masks
- Germany had ordered some 12 billion disposable
face masks, France 2 billion.
• Masks are using resources and causing pollution:
“a glut of discarded single-use masks and gloves is
washing up on shorelines and littering the seabed”.
• If the UK population started using disposable masks
daily, it would create 42,000 tonnes of potentially
contaminated and unrecyclable plastic waste per year.
• Innovators are working on providing more easily
reusable masks to reduce the reliance on disposable
options, such as:
• The light reusable self-sterilizing silver face
mask from Dermagate.
• CleansBox claims to be the world’s first
UV-C light mask steriliser
A mountain of PPE

36. CONFIDENTIAL 36
While in 2019, single-use plastics (coffee cups, straws,
stirrers, fast food containers, etc) became the
environmental super villain, the current health concerns
have led to a resurgence in their use and acceptability.
• The surge in single-use plastic is a major blow to the
fight against plastic pollution, which is projected to
increase by 40% in the next decade, according to a
report from the World Wildlife Fund.
• For instance, popular US chain Just Salad was
producing reusable bowls that saved more than 75,000
pounds of plastic a year. When the pandemic hit, they
pivoted to delivery and pickup — both of which meant
using only disposable packaging.
• And, in early March, Starbucks announced they were
placing a temporary ban on reusable cups amid early
Covid-19 concerns.
A health case
for single-use

37. CONFIDENTIAL 37
Lockdown and the ban on
foreign travel has brought
huge numbers of new
visitors to our countryside
beauty spots, and many
of them are not treating
them well.
For example, a survey
of visitors to the Lake
District this summer found
that 20% were visiting the
area for the first time.
While 70% had stocked up
on alcohol for the trip and
25% were bringing BBQs,
only 13% said they were
aware before their visit
that they should follow
the Countryside Code.
A trail of destruction

38. CONFIDENTIAL 38
“The world is currently facing an
unprecedented global challenge and countries
are rightly focusing their efforts on saving lives
and fighting COVID-19. I look forward to
agreeing a new date for the conference"
Alok Sharma, MP and Chair of COP26

39. CONFIDENTIAL 39
W H E R E W E ’ R E
H E A D I N G
# 3

40. CONFIDENTIAL 40
“When the pandemic wanes, a
poorer, more divided world will
still face the rapidly rising threat
of global warming.”
James Temple, MIT Technology Review, April 2020

41. CONFIDENTIAL
57%
have made significant
changes to their lifestyles
(compared to prior to the
COVID-19 crisis) to lessen their
environmental impact
67%
have started to go out of
their way to recycle
(compared to prior to the
COVID-19 crisis).
61%
have gone out of their way to
buy products in
environmentally friendly
packaging (compared to prior
to the COVID-19 crisis).
Sources: McKinsey 41

42. CONFIDENTIAL
39%
Of Brits aged 18-24 are
more concerned about
the overall impact on
humanity of climate
change
[COVID = 37%]
42%
Believe that the
government should
prioritise both the
economy and climate
change targets equally
56%
Are identified
as post-COVID
environmentalists
Sources: 1 & 2 = YouGov; 3 = GWI 42

43. CONFIDENTIAL
POST-COVID,
SUSTAINABILITY
NEEDS TO BE…
43
Re configured
Re appraised
Re prioritised
Re viewed
Re kindled
Re assessed
Re juvenated
Re newed
Re started
Re set
Re imagined
Re designed
Re volutionised
Re ignited
Re invented
Re invigorated
Re aligned
Re booted

44. CONFIDENTIAL
www.vogue.co.uk/news/article/august-2020-issue-editors-letter
“That is what this issue is all about: reset. It starts with 14 special covers – a first project of its kind for
Vogue. It has been a major theme of these past months that our eyes have turned to nature as a
steadying force amid the chaos, and so I am delighted to bring you a story for which some of Britain’s
greatest living image-makers – from photographers David Sims and Nadine Ljewere, to artists Lubaina
Himid and David Hockney – present new and original landscapes captured around the country.”
Edward Enninful, Editor in Chief, British Vogue
44

45. CONFIDENTIAL
EXINCTION REBELLION
RESTART THEIR
CAMPAIGN
EXTINCTION REBELLION SAID IT PLANNED TO "PEACEFULLY DISRUPT"
PARLIAMENT WITH 10 DAYS OF DEMONSTRATIONS
1st September 2020
45
IMAGE CREDIT: SKY News

46. CONFIDENTIAL
US WILL NO LONGER
SUPPORT THE PARIS
AGREEMENT
ON NOVEMBER 4TH 2019 the UNITED STATES BEGAN A ONE YEAR
PROCESS OF WITHDRAWING FROM THE PARIS CLIMATE AGREEMENT
46
IMAGE CREDIT: Wall Street Journal

47. CONFIDENTIAL
BREXIT CRISIS
Government analysis suggests that a no
deal Brexit would reduce UK GDP
by 7.6% after 15 years
CLIMATE CRISIS
as global temperatures rise a worst-case
impact of a 1% reduction in GDP growth
per year could be realized.
ECONOMIC CRISIS
UK economy may suffer an 11.5% hit in 2020
Economy may not get back to
pre-crisis levels until 2023
HEALTH CRISIS
“We can’t know yet whether we can
slow the pandemic long enough to develop
drugs and vaccines for it”
47

48. CONFIDENTIAL 48
“The question is, what will happen once the
economy starts to rebound? Economic
growth will be an even higher priority in the
months and years ahead as the government
works to stabilize the economy in the face of
the coronavirus.”
David Sandalow, an expert on China’s energy and climate policy who serves
as a fellow at Columbia University’s Center on Global Energy Policy.

49. CONFIDENTIAL 49
B U I L D I N G A
G R E E N E R F U T U R E
# 4

50. CONFIDENTIAL 50
“This crisis has laid bare a system that
prioritizes elites over the health of
people and the planet. With your help,
we can highlight these injustices and
build a better tomorrow.”
Annie Leonard, Executive Director, Greenpeace USA

51. CONFIDENTIAL
New times call for approaches that are:
newer, bigger, better
51
UBER PLEDGING:
Governments and corporations
must make bolder pledges
and hit their targets sooner.
ENCOURAGING GOOD
BEHAVIOURS:
Consumers need help to live
“right” – both by incentivisation
and/or by preventing them from
over consumption.
BUILDING RESILIENCE:
as health, economic and climate
challenges become the future
norm, brands can offer protection
and coping strategies to enable
life to go on.
THROW AWAY OLD
ASSUMPTIONS:
Climate change will create
“winners” as well as losers.
ENABLING TRANSPARENCY:
Commitments to greener
behaviour (by corporations and
individuals) are worth nothing if
cannot be proven and verified.
STARTING LONG-TERM
PROJECTS TODAY:
While urgent action is needed,
it is also important to kick
start longer-term but
bolder initiatives.

52. CONFIDENTIAL
Uber-pledging, corporations: Sheep Inc
52

53. CONFIDENTIAL
Uber-pledging, governments: Spain & UK
53

54. CONFIDENTIAL
Build climate resilience: Kin & Pour Moi
54
Kin Climate Insurance “Climate-Smart” skincare from Pour Moi

55. CONFIDENTIAL
Create a community of doers: #MoveTheDate
55
www.overshootday.org/steps-to-movethedate/

56. CONFIDENTIAL
Enable transparency: Climate Neutral Certification
56

57. CONFIDENTIAL
Help consumers to live right:
Arctic Blue, My Helsinki & Doconomy
57
Arctic Blue Resort Doconomy Credit card
My Helsinki – Think Sustainably

58. CONFIDENTIAL
Be prepared to redraw the map
58
Source: Moody’s, The Economic Implications of Climate Change , June 2019.
+0.5%
+0-0.5%
-0-0.5%
-2.5%
Climate change
forecast effect on GDP

59. CONFIDENTIAL
Be prepared to redraw the map: Lerkasa
59

60. CONFIDENTIAL
Tomorrow starts today: Toyota’s Woven City
60

61. CONFIDENTIAL
S U M M I N G U P
# 5
61

62. CONFIDENTIAL
The sustainability reset
62
SUSTAINABILITY
NEEDS TO BE
BUILT IN TO ALL
PRODUCTS
Consumers now expect
manufacturers and retailers
to act sustainably and to do
so not for profit or
additional gain but because
it is the right thing to do –
as a result they expect you
to take the hit on making
all of your products as
green as possible.
The focus areas of the
green war change from
time to time. Right now
the emphasis is on
plastics, packaging in
general and water usage.
SUPERHEROES
TACKLE SUPER
VILLAINS
Don’t expect consumers
to live perfect lifestyles.
Like health, sustainability
is not likely to be a yes/no,
on/off, good/bad issue. It is
better to think of flex
lifestyles akin to
flexitarianism and to
realise that there will be
times consumers want to
be ultra-green and others
where they are prepared
to look the other way.
DON’T EXPECT
PERFECT LIFESTYLES
5G will shorten the time
from request to fulfilment,
for example, via drone
deliveries, smart
manufacturing, driverless
cars, and so on.
This will extend to real-
time personalisation of
messages that are both
personal and context
aware.
INCENTIVISE
REDUCTION, REUSE
AND RECYCLING
Consumers expect to be
able to investigate your
environmental and ethical
claims. Not that many will
actually do so but having
the confidence to make
the data behind claims
accessible is a sign of
credibility and instils
confidence.
BE PREPARED TO
BE FULLY OPEN
WITH YOUR
EFFORTS

63. CONFIDENTIAL
Not one reset, but three
63
THE
SUSTAINABILITY
RESET
The battle for hearts and minds
has been won – consumers
accept the reality of climate
change. The battle for behaviour
change has yet to be won as
consumers still need
encouragement to adopt
green solutions.
As COVID and pandemics
more generally transition
from a novel challenge into
an ongoing fact of life,
consumers will permanently
reset their attitudes to
health, hygiene.
Maximising purchases has
become the new default as
technology has given frugality a
sheen of respectability. The
short-term will be about value
but the bigger challenge is to
encourage long-term optimism
and investment.
THE
HEALTH
RESET
THE
ECONOMIC
RESET
It is up to us to rise to the challenge, coming up with and then empowering and
embracing solutions, whether that is in the form of help from legislators, innovation
from corporations or lifestyle changes from consumers.
We need to adopt a combination of strategies, both tackling each one of these
issues head on, and also looking for overlaps where we can simultaneously battle
two or even three of them together, for example by making sustainable solutions as
cost-effective (or ideally even more so) than their regular counterparts.
FIGHTING ON MULTIPLE FRONTS

64. CONFIDENTIAL
Three crises that will
define a generation
64
Growing up can be hard enough anyway, with all the pressures that
exist to find your identity and pathway to the future but today’s young
people face an unparalleled set of circumstances in which to survive, let
alone thrive. Clearly, their futures are not set in stone but there are
numerous schools of thought about how these crises will mark them.
They will need our help.
Growing up as
germaphobes
Growing up
innately frugal
Growing up in
the shadow of
uncertainty
Growing up
ready to drive
social change
Growing up
with different
social mores
Growing up ready
to throw away the
rule book
Growing up as
the COVID
generation
Growing up as
natural greens

65. CONFIDENTIAL 65
Technology such as AI/automation, blockchain,
the IoT and 5G will transform our efforts to live
more sustainably.
We are not alone:
AI can have a transformative role in sustainability
across agriculture, water use, energy production
and use and transport: from smart farming
systems that can optimise yields while
minimising labour needs to enabling
autonomous electric vehicles.
Blockchain can empower sustainable solutions
– its ability to verify distribution and production
chains will create unprecedented degrees of
transparency around claims of good
environmental practice.
The rise of connectivity through the IoT and 5G can
also lessen resource usage, for example by enabling
smart cities where services like street lighting, refuse
collection and traffic management are controlled by
intelligent optimising systems.
TECHNOLOGY WILL DRIVE MORE SUSTAINABLE LIVING

66. CONFIDENTIAL
H O W W E C A N H E L P
# 6
66

67. CONFIDENTIAL 67
“Consumer data will be the biggest
differentiator in the next 2 to 3 years.
Whoever unlocks the realms of data and
uses it strategically will win.”
Angela Ahrendts, former CEO Burberry

68. CONFIDENTIAL 68
M A R K E T I N G
1.
C O M M U N I C A T I O N S
2.
I N S I G H T & A N A L Y T I C S
3.
D I G I T A L
4.
Brand Activation
B2B & B2C Marketing
Digital Advertising
Social & Influencer
Production & Design
CRM
Motion
PR
B2B Comms
Corporate
Internal
B2C Comms
Health
Custom Research
Data Science
Advanced Analytics
Neuroscience
Behavioural Science
Digital Transformation
Digital Strategy
Service Design
Product Development
User Experience
App & Web Development
Neuroscience & Biometrics
Behavioural Science
Data Strategy & Data Science
Custom Research
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Our four divisions deliver award-winning work across
marketing, communications, insight & analytics and digital.

69. CONFIDENTIAL
Marketing to the
sustainability reset
69
• Marketers should be cautious about using sustainability claims in
communications unless the brand legitimately has something over
and above their usual processes to talk about; consumers are likely
to become fatigued and frustrated by companies talking too much
about what should just be their business as usual practices
• However, marketing is well placed to help consumers adopt eco-
friendly habits and green solutions, utilising behavioural science
techniques to make it simple to make more sustainable choices
• For example, temptation bundling couples difficult things with
something tempting, and could be used in retailer loyalty schemes
to reward customers for picking more environmentally friendly
options. This has already been seen with activities by brands such
as Waitrose , Co-op and Mastercard.
Want to hear how we can help you on this journey? Get in touch with our marketing
expert.
Matt Lambert
MLambert@tmwunlimited.com
T: +44 (0)7789 942 621
Business Development Director

70. CONFIDENTIAL
Communicating the
sustainability reset
70
One of the biggest impacts of the pandemic on brand perception has been
the shift from its products to its values and purpose.
In the age of authenticity, audiences expect brands to be truthful, credible
and take responsibility for the environment and societies they operate in.
How companies communicate their purpose can be a risky business –
whoever tries to fake this or is seen to whitewash their narrative will crash
and burn.
We specialise in building and protecting the reputations of some of the
world’s most exciting technology brands, delivering Corporate and B2B
comms consultancy.
Our offering is rooted in Human Understanding. Developing meaningful and
actionable audience insights, we help our clients create business advantage
and make their brands recognisable, liked and trusted.
From crafting authentic brand stories and running employee engagement
programmes to developing channel-agnostic comms strategies to tell the
richest, most distinct stories, we help our clients to reach their audiences
with inspiring content.
Through collaboration with the UN’s SDG
Action Campaign we have been raising
awareness of Canon’s Young People
Programme, developing authentic stories
highlighting the role of photography in
sparking social change.
We provide Canon EMEA with strategic
consultancy on communicating its
sustainability commitments and key
initiatives, evaluation & measurement
framework, messaging development and
employee engagement.
Travel company Momondo Group wanted
to prove its commitment to open borders
and an open world.
We helped them craft the media-friendly
story of how a global outlook was literally
and authentically in their genes, with all
employees undertaking DNA testing that
showed no one was quite who they
thought they were.
Want to hear how we can help you on this journey? Get in touch with our corporate and strategic communications expert:
Shane O’Donoghue
Director
Shane.Odonoghue@nb-unlimited.com
T: +44(0)78 4951 8117

71. CONFIDENTIAL
Better understanding the
sustainability reset
71
Andreea Tarasescu
Andreea.Tarasescu@walnutunlimited.com
T: +44 20 7845 8310
Behavioural Scientist
Understanding the changing attitudes and behaviours have never been more important – with behaviour change enforced
on consumers this can create opportunities for brands which are able to adapt and meet the changing needs.
Interpreting human behaviour is a science, and an art. Knowing why people do what they do, what motivates, and doesn’t.
Exploring how we feel about the world around us, and where we’re going next. We are human understanding experts,
blending research techniques with neuroscience, behavioural science and data science. This allows us to better understand
broad issues, but also which levers and behavioural nudges can be applied to address behavioural change challenges.
Behavioural science has shown that humans have a Present Bias. This is our inner tendency to give more weight to our
current environment or state and deprioritise the future effects and this has been exacerbated since the outbreak of the
pandemic. Furthermore, we saw that the lockdown made us appreciate the benefits of less pollution, but also gave us a
potential false security – news of cleaner air, less pollution, wildlife returning to cities, etc – further reducing the perceived
need for action. Furthermore, the fear that we feel as a result of the changes happening around us over-rides other
emotions and makes us prioritise our own personal health. Focusing on our health also taps into our need for Autonomy,
helping us feel more in control in the current uncertain circumstances. COVID behaviours will take time to revert, as long as
fear dominates the decision-making processes. Whichmeansthat, despite still being important sustainability risks being de-
prioritised.
The challenge for brands is to join the dots between the need for reassurance, safety and social distancing, with sustainable
options. This is a potential opportunity to communicate in a relevant way to the audiences that remain passionate about
this area, but also to set the path for the future – whoever is leading in this space now, will thrive in the future when
sustainability will be fully back on agenda.
Our previous work in sustainability spans across multiple
sectors. We helped Sustrans encourage sustainable
travel and Wrap significantly reduce food wastage across
33 London boroughs, to name a few. We also worked
together with IGD and delegates from across the entire
food chain, from manufacturers to retailers, in order to
nudge the nation to choose more sustainable food
options both pre and post-COVID. Read more here
Want to hear how we can help you on this journey? Get in touch with our behavioural science and sustainability expert.

72. CONFIDENTIAL
Making the sustainability
reset digital
72
• Software is increasingly enabling green lifestyles by allowing users to visualize and
understand their carbon footprints.
• Carefully designed user experiences are helping users to live and work more sustainably,
for example by questioning the need for always-on background processes that drain
device batteries more quickly and require more frequent charging, or by leveraging night-
time modes where appropriate.
• Device manufacturers and software developers are collaborating to ensure that factory
settings default to the greenest options and that operational processes (for example the
introduction of Stop/Start running into cars) are as efficient as possible.
• Design processes are becoming more nimble, remote, automated and open source to
reduce the time, staff and resources needed to create new solutions, driving the evolution
of a more efficient and less resource heavy design industry.
• Running operations that run on virtual clouds – with notifications and links replacing the
need for heavy cloud storage at data centres reduces their running costs and reduces e-
waste.
Paul Bishop
Paul@splendidunlimited.com
T: +44 20 7395 4804
Managing Partner
Our previous work in designing user experiences that
drive sustainability spans across multiple sectors. For
example, we helped SSE to build an app enabling
consumers to reap the benefits of having a Smart Meter
installed. The app included nudges to create a self-
sustaining cycle of good behaviours by enabling
consumers to see the real-world impact of any lifestyle
changes they had made on their energy consumption.
Read more here
Want to hear how we can help you on this journey? Get in touch with our digital experience expert.

73. CONFIDENTIAL
A F I N A L W O R D
F R O M G R E T A
73

74. CONFIDENTIAL 74
“Nature does not bargain, and you cannot
compromise with the laws of physics. Doing
our best is no longer good enough. We must
now do the seemingly impossible. And that
is up to you and me. Because no one else
will do it for us.”
Greta Thunberg, speaking to BBC News, June 2020

75. New from across U N L I M I T E D
T H A N K Y O U
IF YOU HAVE ANY QUESTIONS ON THE SUSTAINABILITY RESET, PLEASE CONTACT:
NICK CHIARELLI
Head of Trends
nick.chiarelli@unlimitedgroup.com