Deck presented at the December Corporate Member Meeting 2014 at BASF

1. www.SustainableBrands.com

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www.SustainableBrands.com

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www.SustainableBrands.com

5. • HELP drive sales for more sustainable
products, services and business models
• Help you achieve your consumer use-based
sustainability goals

6. • Four Updates on developing movements (and
how people are tapping into them)
• Six more potentially under-tapped secrets

7. 1. Rise of the Aspirationals
2. Rise of the crowd
3. Rise of creative social activism
4. Rise of observed behavior & quantified self

8. Source: BBMG & GlobeScan
• Manifesto: Give them something to believe in
• Badge: Give them a community to belong to
• Megaphone: Amplify their voice & creativity
• Currency: Give them share-worthy status
• Rally: Give them a platform for impact

9. Source: Heineken
“Dance More, Drink
Slowly”
4.3 million views on
Youtube to date
More Status/Fun,
Healthier, More
Sustainable Living

10. Source: [Jeremiah Owyang]
• The crowd is becoming like a company –
bypassing inefficiency, decoupling growth from
resource use
• Brands can use these same tools to enable
change, drive revenue

11. Source: [SB]
TaskRabbit traffic
increases visits and
revenue for Walgreens
Walgreens, in turn,
provides predictable
work for TaskRabbits
Walgreens partners with
TaskRabbit for home
deliveries

12. Source: Ty Montague
• Have a story
• Imbue your story with purpose beyond
commercial aspiration
• Identify an unsustainable enemy
• Compliment your story with action
• (Make it iconic, transformative action)
• Help customers participate in the story

13. Source: [Intermarché]
+ 300% of brand
mentions on social
media
+ 24% overall store
traffic
1200 kg per store sold in
2 days

14. Sources: [CVS 1], [ CVS 2], [CVS 3]
“The sale of tobacco products is inconsistent with
our purpose”
“The CVS Effect”
218 million print and broadcast impressions and
200,000 social media impressions
Revenue jumped 9.7% in latest quarter from the
same period a year ago

15. Source: [SB]
“People were systematically underestimating their
calories in food items. So when they saw the
information on the board, they were surprised and
then reacted accordingly”
“Consumers can and will use this information if it’s
useful to them”
Purchased calories fell by 6% on average, and
changes in behavior stuck with people

16. 1. Willingness to pay more may be increasing globally
2. Does transparency build trust? If so, it’s still a
differentiator
3. It starts with a conversation: are we talking enough?
4. Generation Z brings its own support – uniquely
5. The continuing power of brands lead
6. How to spread an infection: our employees?

17. Source: [GlobeScan & National Geographic]
“It is worth paying more
for locally or organically
produced foods”

18. Source: [HowGood]
Sales impact after HowGood
implementation at grocery stores
(average monthly difference)

19. Source: [HowGood]

20. Source: [Nielsen]
55% of global
consumers are willing to
spend more money for
socially responsible
products

21. Source: [Nielsen]
Millennials are the
driving force behind key
current trends

22. 74% of Americans want
brands to explain how
purchases impact the
environment; 84% want
brands to label GMO
Trustworthy companies
have produced an 83%
stock return since
August 2012, vs. the
S&P’s 42%
Trust is the most
sought-after, yet elusive
pillar for long-term
commercial advantage
Sources: [Cone], [Trust Across America], [Havas & Accenture]

23. Of 195 brands belonging to the 15
biggest global FMCGs, only 74 use
Facebook to communicate sustainability
Source: [Sustainly]

24. Source: [Salt]
Brands should be unapologetic about making a
profit while making the world a better place
Generation Z do NOT trust social media – but DO
trust journalists and packaging (Go figure!)
“I would go out of my way to buy products and
services from businesses that I know are helping
to create a better world”

25. Source: [Dragon Rouge & Ellen MacArthur Foundation]
New products and services based on circular
economy models are more trusted if they are
brought to people by the voices of familiar brands
“When I no longer own a BMW, but rent or share
instead, do I still think of myself as a BMW guy?”
(Hint: Many still feel that way, yes)

26. Source: [Dragon Rouge & Ellen MacArthur Foundation]
• SB Corporate Member companies have a
combined employee base of 4.3 million
• What if we fully leveraged their combined
power as consumers and influencers?!