As first printed in Marketing Week magazine recently, Chris Sherwin, Head of Sustainability at Seymourpowell explains why innovation is a better route to sustainable behaviour than communications

1. AN INNOVATIVE
PATH TO A
GREENER
FUTURE

2. AN INNOVATIVE PATH of Ariel Excel Gel – a liquid concentrate
(fewer ingredients, packaging, transport), with
TO A GREENER FUTURE
dosage control (controlled consumption), in a
top-down format (less product wastage), that
washes as low as 15 degrees (less energy use
and carbon emissions). It’s true that Ariel had
Chris Sherwin at Seymourpowell explains no monopoly on these innovations, as others
why innovation is a better route to sustainable were active on these issues too, but they
were certainly the highest profile and most
behaviour than communications integrated with these green features.
Behaviour change is the new green In a microcosm, here’s the central
marketing frontier as we move people green marketing dilemma: do you back
towards sustainable lifestyles, but what’s a communication or innovation for your brand’s
marketer to do about this: bet your money sustainability efforts? Both Ariel’s approaches
on communications and social media, or focused on changing behaviour – the
build behaviour change into your products or former highly effective advertising campaign
services? Though a less well-trodden route, asked people to change their behaviour via
The Bimbo Pack: communications, the latter had it ‘designed
we believe that innovating with your products Redesigned to preserve bread
and services is our only real great green hope. in’. It will be interesting to see which is the
Here’s why. longer-term behavioural game changer – the
communications initiative of Turn to 30 or the
GREENER THAN WHITE innovation of Excel Gel – though with Excel
In the world of ‘green’ and ‘sustainability’ Gel reportedly now making up one-third of
marketing (let’s just say green from now on), Ariel’s sales and 40 per cent of its value, the
Ariel’s Turn to 30 campaign remains the most green innovation route certainly looks more
referenced case. In asking consumers to sustainable.
reduce washing temperature, save energy
and carbon emissions, it hit the sweet spot. SUSTAINABLE BEHAVIOUR IN FOCUS
Brands started to look at consumption,
It was good for business – reportedly usage and behaviour because the largest
helping Ariel regain market share; good for part of their footprint is often when in the
consumers – lower temperatures can save UK hands of consumers. Over 80 per cent of
households £130 per year; and good for the the environmental impacts of detergents are
planet – the average UK wash temperature governed by when and how people wash.
went down by three degrees during the
campaign, while washes at 30 degrees rose This places sustainability firmly in the hands of
from three per cent to 17 per cent. A real marketers and innovators. As a result, brands
win-win. have defaulted to influencing sustainable
behaviours through a communications-led
A less recognised ‘win’ was Ariel following Front Cover: Nest Thermostat: Asking people to change approach via brand activation.
Turn to 30 with the development and launch doesn’t go far enough - help them make the change
Confidential. © Seymour Powell Limited, 2012. All rights reserved.

3. Thus they turn to their advertising, weave this into the product and behaviour Aircruise Concept:
communications or PR agencies, which itself, rather than giving them something else Why fly when you can slow
travel to your holiday?
control the brand’s interaction with customers. to think about.
It’s understandable, as it’s how brands have
acted for decades when faced with new IT DOESN’T DELIVER BREAKTHROUGHS
issues, or pressures like health concerns or Many now believe that, for true sustainability,
social media. It’s also limiting and flawed as it we must go beyond our current green tweaks
won’t really work for the brand, the customer to existing ‘stuff’, with improvements that
or the planet. Here are five reasons why. could reduce carbon emissions or use of
resources across a brand’s total lifecycle
IT CAN PROMOTE LAZINESS by as much as 95 per cent. It’s almost
Asking people to change their behaviour can inconceivable that we can communicate
be an excuse for brands to push responsibility our way out of trouble on this: breakthrough
on to consumers and do little themselves. innovation is required.
Funding local community projects – which
It may be harder and more time-consuming
many brands do – doesn’t require brands
for brands to change their formulation,
to change real, material issues, other than
packaging, supply chain, production line
reshuffling marketing budgets.
or business model than it is to change a
IT CAN BE CONTRADICTORY
communications plan or website, but change
Might consumers see contradictions in a it they must. Innovation will be the key to
toothpaste or cleaning brand asking them to these green breakthroughs.
‘turn off the tap’, when the very same brands
MOVING GREEN BEYOND COMMUNICATIONS
spent the last 40 years convincing them they
There’s no limit to where this ‘innovate
need various types of cleaning implements or
rather than communicate’ model can be
toothpaste/mouthwash, etc?
applied. Take the UK Government’s largely
IT’S SHORT-TERMIST
unsuccessful Act on CO2 campaign, which
Communication campaigns are often short- aimed to raise awareness of “the effects of
lived or seasonal, linked to brand planning climate change, the impact people are having
cycles; while sustainable behavioural issues, on the environment and what you can do to
A GREEN PLATFORM
like high carbon diets, simply can’t be cracked help”. Now check out the recently launched
As with Ariel, communications can be an
by a single campaign. Consumer interest Nest Learning Thermostat created by ex-iPod
excellent springboard or complement, but
in green issues can waver too, but they designers. It’s smart, beautiful, cool, learns
innovation really is the best route for green
are interested in doing things better, which your behaviour to optimise energy use, and
marketing and sustainable behaviour.
innovation can deliver. turns itself off when you’re away.
Redirecting focus, priorities and budgets
The mind boggles at how the £10m Act on
IT TACKLES BEHAVIOUR INDIRECTLY upstream is healthier for your brand, for
CO2 budget could aid innovations like this.
Though emotionally appealing, behaviour and for the planet.
Think too what innovation could do for the
communications simply do not, and cannot, other green behaviours that consumers must Reported by Chris Sherwin
engage consumers directly in their everyday adopt, such as composting, water saving, Head of Sustainability, Seymourpowell
behaviour or actions, as they are non-physical line-drying clothes, eco-driving and reducing For more information please go to:
and immaterial. Consumers are often busy food waste. T: @Seymourpowell W: www.seymourpowell.com
and time-poor, so far better to seamlessly
Confidential. © Seymour Powell Limited, 2012. All rights reserved.