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

1. Branding for Good Webinar
Monday 23rd May 2011 16:00pm GMT
Added Value Branding for Good Sustainable Webinar May 23 2011 0

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 America
By 2030, water consumption is
predicted to outweigh natural
renewal 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
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3. A plethora of sustainable commitments and initiatives
touching 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 tips's
partnership with
Rainforest
Alliance
Waste reductions
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4. Resulting in the paradoxes of consumer feeling confused
and trapped
76% of UK consumers in 2010 75% of UK consumers believe
people have a duty to recycle.
vs. 82% in 2007 claim to be
concerned about environmental 60% of UK consumers take
issues. positive steps to reduce the energy
they use.
22% of UK consumers in 2010
vs. 14% in 2005 think there is
44% are prepared to make
lifestyle compromises to benefit the
too much concern about the
environment.
environment.
*Sources: Mintel Oxygen (GB TGI, BRMB/Mintel) , National Statistics 2010
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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 mind
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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 App
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7. 2. $ave
Propose products that help
consumers reduce their
expenses.
Prius
IQ Cleaning
Tesco Green Clubcard Points
Eco Balls
BumGenius
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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 charger
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9. 4. Simplify
Make the fight against waste
easy
Quick Cup
Hippo Water Saver
EuroStar
Dyson Airblade
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10. 5. Seduce and Surprise
Develop products that are as
pleasurable as they are
sustainable.
Nike
Green&Blacks
Timberland Earthkeeper boots
Aveda
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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 Buy
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12. Share more
New connections
that redefine
consumption
behaviours
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13. Auto-sharing
An idea that has come of age
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14. The sharing of luxury
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15. Fair trade North and South
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16. Sharing risks and knowledge through consortiums
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17. Hybrid companies: a new model
Danone Grameen
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18. Sharing funding: a new form of investment
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19. Brands that are starting to listen and truly co-create
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20. Ethics pays
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21. Leslie Pascaud
Leslie Pascaud is Director of Added Value's 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, France
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