Suzanne Shelton, CEO, Shelton Group Coleman Bigelow, Global Sustainability Marketing Director, Johnson & Johnson Jonathan Atwood, VP of Sustainable Living and Corporate Communications, Unilever This session helps the Sustainable Brands community track progress toward the Holy Grail of scalable behavior change for sustainability. Join two of the global leaders in sustainability marketing and communications and hear up-to-date assessments of their latest campaigns around consumer engagement for behavior change. Learn how these brand experts are treating the notion of 'movement-making' and what their near-term plans are for engaging further.

3. Gain a sustainable advantage
In search of the holy grail:
Engagement and movement-making for
behavior change
Sustainability Brands • June 4, 2014

4. Gain a sustainable advantage
Level Setting

5. Gain a sustainable advantage
63%
69%
70%
65%
70%
2011
2012
2013
2010
2014

6. Gain a sustainable advantage
In which product categories are you
searching for greener products?
67.9% 65.1% 55.1% 62.7% 58.9% 46.6%
Light
bulbs/fixture
s
Home
cleaning
Laundry/dish
washing
Paper Food/bevera
ges
Personal
care

7. Gain a sustainable advantage
In which product categories are you
searching for greener products?
43.9% 36.3%41.7% 34.7%34.8%
Appliances ElectronicsYard and
gardening
Home renewable
energy
Home
improvement
products

8. Gain a sustainable advantage
Food/bev tops the list of reported purchases

9. Gain a sustainable advantage

10. Gain a sustainable advantage
How do you know that a product is green?
41% 35% 30% 24%
Ingredients,
content, energy
savings details
Label says so The company
has a good
environmental
reputation
Certified by
an
independent
third party
The brand
has a
reputation
for green
products
25%
Researched
on the
internet
34%

11. Gain a sustainable advantage
But…
behaviors are down across the board

12. Gain a sustainable advantage
Three-year decline in every single one
of these activities
• Adjusting thermostat
• Unplugging appliances/turning off power strips
• Turning off water while brushing teeth
• Only running dishwasher when completely full
• Avoiding baths/taking shorter showers
• Less frequent lawn watering
• Reusing dish/bath water for landscape watering
• Combining car trips to save gas
• Riding a bike or walking to work/to run errands
• Using reusable containers vs. disposable water bottles
• Taking reusable bags to grocery store
• Recycling hard to recycle items
• Avoiding disposable products (paper plates, plastic ware)

13. Gain a sustainable advantage
Only reported behavioral increases:
• Always recycling aluminum cans, plastic bottles,
newspapers and cardboard (up from 54% in 2012 to
76% today)

14. Gain a sustainable advantage
So how do we reverse this trend?

16. THE BIGGEST BRAND
THAT NOBODY
KNOWS

17. OUR PURPOSE TO MAKE
SUSTAINABLE LIVING
COMMONPLACE

18. THE CONVERSATION
AROUND SUSTAINABILITY
HAS BEEN PRETTY
DEPRESSING

20. 5 PILOT MARKETS
NOVEMBER 20, 2013

21. 2121
Manifesto Film

22. 2222
SEE ACT JOIN
PULSE
POINTS
(Periodic Big Blitzes)
PIPELINE
(Always On)
A MOVEMENT

23. GREATEST LEARNINGS FROM LAUNCH
• The number of video views and Project Sunlight
site visits demonstrates the relevance of the
message
For Improvement Going Forward:
• Lack of clarity around master narrative: “what is
project sunlight”?
• Need a concrete Call to Action – “what do you want
me to do?”
• Employees need more than a launch event- they
need to catalyze the movement

24. 24
2014:
Our Employees

25. #brightfuture

27. Driving Consumer
Engagement and Behavior
Change
Care to Recycle®
A Case Study
Coleman Bigelow
@thefifthp

28. Why?

29. Recycling is most important environmental activity a
company can do to affect purchase behavior
Why?
29

30. What?

31. Original Program Objectives
EXTERNAL
• Leverage our commitment to recycling as a starting point in an ongoing dialogue
about
our company and brand sustainability
• Increase awareness and ultimately recycling rates for items used in the bathroom
– Reduce the footprint for our products at end of life
• Capture our share of voice with consumers and positively
influence J&J reputation and brand equities (likes, comments, polls)
• Grow audience for our consumer-facing sustainability sites
INTERNAL
• Build engagement and interaction with employees – raise sustainability visibility
31
Care to Recycle®

32. 32
Care to Recycle®
Research & Infographic

33. How?

34. 34
Original Tumblr Site
Care to Recycle®

35. Partners
35

36. Care to Recycle® On-Pack
Consumer Engagement
36

37. Solid Awareness in 2013 but what about recycling rates?
Care to Recycle®
37
Efficient/productive promotions have resulted in approximately over 60MM earned and over 200K video views..
REACH ENGAGE INFLUENCE
Coverage To-Date: 60MM+ Impressions Total video views: 200k+ Bloggers, Pledges, Quizzes, Comments

38. 5 Reasons Why J&J’s Tumblr Recycling Campaign is Likely
to Fail
Care to Recycle®
38
Houston, we have a problem…
1.Enhancing awareness not enough
2.Doesn’t address convenience
3.Wrong message on Tumblr
4.Boredom
5.Too Crunchy

39. 2014
Moving from awareness to
engagement and behavior change

40. Now

41. New Program Objectives
New Concept:
Consumer Engagement Units: (follows, shares, reblogs, pictures, ideas, views, comments, polls, bins
redeemed etc.)
• Increase consumer engagement units through content &
interactions more closely linked to behavior change
– Shorter more shareable videos
– Snackable content
– Gamification
– Offer tools and services to address convenience
• Partner with retailers to and other manufacturers to maximize
reach and support infrastructure changes
Care to Recycle®

42. Care to Recycle®
Move to a more snackable design

43. New Research
Care To Recycle®
43

44. New Videos to Engage
Care To Recycle®
44
Animated
Videos
Live Action
Videos
https://www.youtube.com/watch?v=Ink8gzicUa4
Playlist:
https://www.youtube.com/playlist?list=PLfYGfwYsm2
XxgK6HCwngtTK2OVHIZONCr

45. 45
Hashtag Gallery, User Generated Content
Care To Recycle®

46. Customizable Quiz & Recycling Rewards
Recyclebank
46

47. Walmart Closed Loop Fund
Put Header Here
47

48. Next
• More partnership
• More measurement
• Going global
48

49. Backup

50. 50
Tumblr

51. 51

52. J&J Recycle: Promoted Placement
52
Placed within Relevant Content to Maximize awareness
What happens when someone chooses to watch your video?
+30%
Brand Trust
+50%
Engagement
Video End Panel
Sharing
Capability
End Panel Click Through to Microsite

53. Gain a sustainable advantage
Discussion

54. Gain a sustainable advantage
Thank you!
Coleman Bigelow
cbigelow@its.jnj.com
908-874-1967
Suzanne Shelton
sshelton@sheltongrp.com
865-524-8385
Jonathan Atwood
jonathan.atwood@unilever.com
201-894-7533