The commercial opportunities in addressing climate change and the journey to sustainable living as significant - even from a marketing perspective. I research, develop, and advise on implementing strategies to identify and leverage opportunities, and eliminate complex problems. As an advisor, company director, advisory board member and mentor, I work with organisations of all shapes and sizes to drive the consumer and business behaviour that maximises performance with strategies that minimise costs. Eliminating marketing waste marketing s a passion. Over 30 years, I have learned that too many organisations spend too much on initiatives that are not cost-efficient. My primary expertise includes: • Research – including customer insights and behavioural economics. • Brand – including defining, creating and communicating a brand. • Marketing – addressing -product, experience, pricing, and distribution. • Communication – addressing both traditional and digital channels. • Business development – systematic B2B business generation. I am passionate about identifying and implementing ethical strategies – driven by objective, critical and lateral thinking. ESG can and should be more than an acronym used in annual reports.

1. Climate change and
sustainability are as
much commercial as
environmental
CONSUMER INSIGHTS

2. • Did you know that -
o 60% of US citizens and 79% of Australians are actively
concerned about climate change
• Did you know that -
o Up to 80% of consumers believe business should do more
to mitigate climate change ……or that…………
oSome 70% of businesses sense pressure from customers to
help mitigate the effects of climate change

3. • You might find it surprising to know-
o 47% of consumers would pay more for a sustainable
product
o68% of millennials preferring to purchase from a business
committed to sustainability
• What is more, research suggests that -
o87% of consumers have a more positive image of businesses that
support social or environmental issues
o88% of consumers are more loyal to businesses that support social or
environmental issues
o92% of consumers are more likely to trust a company that
supports social or environmental issues.
•.

4. •INSHIGHTS
1. Climate change and sustainability are now
commercial issues
2. Corporate social responsibility is most
certainly a commercial issue
3. There is a direct and increasingly potent link
between corporate citizenship and profitability

5. • RECOMMENDATIONS
1. Place a high priority on being and being seen to
be a good corporate citizen
2. Align your approach to mitigating climate change
and acting sustainably with the expectations of
your target market
3. Communicate your commitment to the
environment and the community sincerely and
avoid greenwashing

6. To find out more - visit...
www.djohncarlsonesq.com
Or email me at...
johnc@djohncarlsonesq.com
I’m John Carlson – Thanks for listening

7. Stop publishing
your values on your
website and in your
annual report
CONSUMER INSIGHTS

8. • The Commonwealth bank website articulates the banks values as
follows:
oWe care about our customers and each other – we serve with
humility and transparency.
oWe have the courage to step in, speak up and lead by example
oWe are unwavering in our commitment – we do what is right
and we work together to get things done.
• The key words here are – care, humility, transparency, courage, lead by
example, commitment and do what’s right

9. • Question – do you believe that the Commonwealth bank
or any major bank – cares about their customers, displays
humility with home lenders, acts transparently, displays or
rewards courage, leads by example, demonstrates
commitment to customers or does what is right?
• I most certainly don’t, and I would argue that very few
people do!
• The point is – documenting your values does not make
them real and can look naff – especially if you are not
delivering – or are not being seen to deliver on those
values

10. • Values become real and useful to your customers
when – and only when – they are reflected in the
behaviour of the team and in the conduct of the
organization more generally.
• What is more – when your values and brand more
generally are reflected in the behaviour of your team
and in the conduct of the organization – there is no
need to list them on your website or in your annual
report. They will be self evident!

11. •INSIGHTS
1. Listing your values on your website serves no useful
purpose and is less than credible
2. If your values are no lived – they are not real
3. If your values are lived and reflected in the conduct
of your organisation – publication is supurfluous

12. •RECOMMENDATIONS
1. Instead of listing your values – live them
2. Instead of articulating your brand – live it
3. To create the optimum brand – first create the
optimum culture – one that can deliver the
brand and bring it to life

13. To find out more - visit...
www.djohncarlsonesq.com
Or email me at...
johnc@djohncarlsonesq.com
I’m John Carlson – Thanks for listening