Kierstin DeWest SHIFT Report Compost Modern

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Kierstin De West's presentation from Compost Modern 2011: Design and Sustainability Storytelling. Understanding the People + Brands + Sustainability equation and the role for designers.

Business

The S-Word

TWITTER @hellokier
EMAIL kierstin@ci-shift.com
WEB www.ci-shift.com

TWITTER @hellokier
EMAIL kierstin@ci-shift.com
WEB www.ci-shift.com

Sustainability
Meeting our current needs without screwing up the
potential for the future to meet theirs.

TWITTER @hellokier
EMAIL kierstin@ci-shift.com
WEB www.ci-shift.com

Headlines

• Green is not the color of sustainability: Green is not the most
pressing sustainability issue for North Americans but is
leapfrogged by issues in the personal and social sustainability
space: community connection, employee treatment, local,
fair trade, spiritual contentment....
BIG PICTURE THINKING

• Personal and Social Sustainability : The # 1 sustainability
issue for North Americans is “feeling connected to my friends,
my family, my community”. (87% of North Americans)

TWITTER @hellokier
EMAIL kierstin@ci-shift.com
WEB www.ci-shift.com

What does this means for designers?
For brands and their designers?

It’s important for them to define and tell their
sustainability story. (Authentically)

‘Made to Last’
is the top product design
characteristic (82%) people look to
when determining if product is
socially responsible or not.

TWITTER @hellokier
EMAIL kierstin@ci-shift.com
WEB www.ci-shift.com

Labeling language that indicates
‘produced locally’ (57%)
is more important than labeling
language that indicates ‘certified
organic’ (34%) for people when
determining if a product is socially
responsible or not.

TWITTER @hellokier
EMAIL kierstin@ci-shift.com
WEB www.ci-shift.com

Rules of Engagement: How people feel about marketing
‘social responsibility’

1. AVOID KNEE JERK GREEN
Green might be the color of your sustainability story,
but it might not be.

2. AUTHENTICITY + ALIGNMENT

TWITTER @hellokier
EMAIL kierstin@ci-shift.com
WEB www.ci-shift.com

Thanks for listening!
@THESHIFTReport

COMPOST MODERN COUPON CODE
COMPOST2011
15% Discount on all SHIFT Report research products
Expires Feb 28, 2011
www.ci-shift.com/shop
kierstin@ci-shift.com
@hellokier
604.877.1277

Copyright Conscientious Innovation Ltd. Proprietary data.
But use it if you’d like to. Share it. Tweet it. Present it.
Just credit us please.

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Kierstin DeWest SHIFT Report Compost Modern

1. Design and Sustainability Storytelling Understanding the cultural shift to sustainability: the sustainability + people + brand equation HOW TO TELL YOUR SUSTAINABILITY STORY AND THE ROLE FOR DESIGN TWITTER @hellokier EMAIL kierstin@ci-shift.com WEB www.ci-shift.com

2. The S-Word TWITTER @hellokier EMAIL kierstin@ci-shift.com WEB www.ci-shift.com

3. The S-Word TWITTER @hellokier EMAIL kierstin@ci-shift.com WEB www.ci-shift.com

4. About Ci Ci is a strategic brand & research consultancy specializing in the cultural shift to sustainability and the relationship between sustainability, people, culture & brands. We’re 8 years old. We believe sustainability is a tool for innovation. We produce research and insight for innovation, business success and positive change: The SHIFT Report TWITTER @hellokier EMAIL kierstin@ci-shift.com WEB www.ci-shift.com

5. TWITTER @hellokier EMAIL kierstin@ci-shift.com WEB www.ci-shift.com

6. Sustainability Meeting our current needs without screwing up the potential for the future to meet theirs. TWITTER @hellokier EMAIL kierstin@ci-shift.com WEB www.ci-shift.com

8. Headlines • Green is not the color of sustainability: Green is not the most pressing sustainability issue for North Americans but is leapfrogged by issues in the personal and social sustainability space: community connection, employee treatment, local, fair trade, spiritual contentment.... BIG PICTURE THINKING • Personal and Social Sustainability : The # 1 sustainability issue for North Americans is “feeling connected to my friends, my family, my community”. (87% of North Americans) TWITTER @hellokier EMAIL kierstin@ci-shift.com WEB www.ci-shift.com

9. Headlines • Context: The importance of looking at green/eco related issues in context of consumers overall sustainability relationship. We’re selfish - and look to ‘me’ first. But we want to be part of the ‘we’. COMMUNITY IS KING! • Proof is in the pudding: Product design and packaging are among the most important indicators of a brand’s socially responsible behavior. PLANNED OBSOLESCENCE PISSES US OFF!

10.

11. What does this means for designers? For brands and their designers? It’s important for them to define and tell their sustainability story. (Authentically)

12. Characteristics that I look for when determining if a brand is socially responsible or not

13. ‘Made to Last’ is the top product design characteristic (82%) people look to when determining if product is socially responsible or not. TWITTER @hellokier EMAIL kierstin@ci-shift.com WEB www.ci-shift.com

14. Labeling language that indicates ‘produced locally’ (57%) is more important than labeling language that indicates ‘certified organic’ (34%) for people when determining if a product is socially responsible or not. TWITTER @hellokier EMAIL kierstin@ci-shift.com WEB www.ci-shift.com

15. Rules of Engagement: How people feel about marketing ‘social responsibility’

16. 1. AVOID KNEE JERK GREEN Green might be the color of your sustainability story, but it might not be. 2. AUTHENTICITY + ALIGNMENT TWITTER @hellokier EMAIL kierstin@ci-shift.com WEB www.ci-shift.com

17.

18. AUTHENTICITY? OR CATEGORY CONVENTION?

19.

20. TWITTER @hellokier EMAIL kierstin@ci-shift.com WEB www.ci-shift.com

21. Thanks for listening! @THESHIFTReport COMPOST MODERN COUPON CODE COMPOST2011 15% Discount on all SHIFT Report research products Expires Feb 28, 2011 www.ci-shift.com/shop kierstin@ci-shift.com @hellokier 604.877.1277 Copyright Conscientious Innovation Ltd. Proprietary data. But use it if you’d like to. Share it. Tweet it. Present it. Just credit us please.

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