Iconic events such as the Olympic Games offer a sea of opportunities for brands, media and other stakeholders to collaborate in placing global focus on the needs of a changing world. Leveraging this opportunity to create needed culture shift and brand benefit can be a tricky path to navigate. While there are at least several key brand stories from London 2012 worthy of our attention – some of which will be addressed in an afternoon breakout session – this session provides an insightful summary of high-level outcomes of this summer's most popular event.
Culture Shift: Sustainability, Brands & the London Olympics - Peter HarrisSustainable Brands
Major cultural events such as the World Cup, the Oscars or the Olympics offer a unique opportunity for brands, media and other stakeholders (from cities to trade associations and NGO's) to collaborate to drive global focus to the needs of a changing world. Leveraging this opportunity to both create needed culture shift and also brand benefit can be a tricky tight rope to walk. In this session, stakeholders who were actively involved in the supporting the greening of the London Olympics discuss the hits and misses from their perspective, drawing out principles for leveraging brand voice to build purposeful attention to important issues while also building brand respect, loyalty and value.
Understanding the FTC's New Green Guides in Practice: A Real-life, Detailed C...Sustainable Brands
SB'14 San Die
Jason Graham-Nye, CEO, gDiapers
The focus of this session will be on how the FTC is applying the new General Environmental Benefit Claims rule in the real world. The FTC now prohibits any unqualified general green claims being made, including using terms such as 'green,' 'eco-friendly' and 'environmentally-sound.' It is also not limited to words – it includes symbols, logos and product brand names. Join Jason as he takes us through a detailed case study of how the FTC is applying these new rules to all forms of marketing in any medium, whether asserted directly or by implication.
The Future of Natural Capital Accounting: Implications of the Natural Capital...Sustainable Brands
This session dissects both pros and cons of the recently-launched Natural Capital Business Hub. Reflecting the views of multiple stakeholders that are key to the future of natural capital valuation and accounting, the discussion aims to arm attendees with an up-to-date understanding of the most influential developments in the space. In addition, it highlights potential options for collaboration or convergence of leading initiatives.
Culture Shift: Sustainability, Brands & the London OlympicsSustainable Brands
Major cultural events such as the World Cup, the Oscars or the Olympics offer a unique opportunity for brands, media and other stakeholders (from cities to trade associations and NGO's) to collaborate to drive global focus to the needs of a changing world. Leveraging this opportunity to both create needed culture shift and also brand benefit can be a tricky tight rope to walk. In this session, stakeholders who were actively involved in the supporting the greening of the London Olympics discuss the hits and misses from their perspective, drawing out principles for leveraging brand voice to build purposeful attention to important issues while also building brand respect, loyalty and value.
Culture Shift: Sustainability, Brands & the London Olympics - Peter HarrisSustainable Brands
Major cultural events such as the World Cup, the Oscars or the Olympics offer a unique opportunity for brands, media and other stakeholders (from cities to trade associations and NGO's) to collaborate to drive global focus to the needs of a changing world. Leveraging this opportunity to both create needed culture shift and also brand benefit can be a tricky tight rope to walk. In this session, stakeholders who were actively involved in the supporting the greening of the London Olympics discuss the hits and misses from their perspective, drawing out principles for leveraging brand voice to build purposeful attention to important issues while also building brand respect, loyalty and value.
Understanding the FTC's New Green Guides in Practice: A Real-life, Detailed C...Sustainable Brands
SB'14 San Die
Jason Graham-Nye, CEO, gDiapers
The focus of this session will be on how the FTC is applying the new General Environmental Benefit Claims rule in the real world. The FTC now prohibits any unqualified general green claims being made, including using terms such as 'green,' 'eco-friendly' and 'environmentally-sound.' It is also not limited to words – it includes symbols, logos and product brand names. Join Jason as he takes us through a detailed case study of how the FTC is applying these new rules to all forms of marketing in any medium, whether asserted directly or by implication.
The Future of Natural Capital Accounting: Implications of the Natural Capital...Sustainable Brands
This session dissects both pros and cons of the recently-launched Natural Capital Business Hub. Reflecting the views of multiple stakeholders that are key to the future of natural capital valuation and accounting, the discussion aims to arm attendees with an up-to-date understanding of the most influential developments in the space. In addition, it highlights potential options for collaboration or convergence of leading initiatives.
Culture Shift: Sustainability, Brands & the London OlympicsSustainable Brands
Major cultural events such as the World Cup, the Oscars or the Olympics offer a unique opportunity for brands, media and other stakeholders (from cities to trade associations and NGO's) to collaborate to drive global focus to the needs of a changing world. Leveraging this opportunity to both create needed culture shift and also brand benefit can be a tricky tight rope to walk. In this session, stakeholders who were actively involved in the supporting the greening of the London Olympics discuss the hits and misses from their perspective, drawing out principles for leveraging brand voice to build purposeful attention to important issues while also building brand respect, loyalty and value.
Dr. Leon Mol - Sustainability opportunities for a broad assortment of small (...John Blue
Sustainability opportunities for a broad assortment of small (beef) products - Dr. Leon Mol, Director Product Safety & Social Compliance, Ahold Delhaize, from the 2018 Global Roundtable for Sustainable Beef (GRSB), October 9 - 12, 2018, Kilkenny, Ireland.
More presentations at https://www.youtube.com/channel/UCJuQkIaCQn5HXVjFbExofkg
GreenBiz Forum 2015 Tutorial Slides: "The Science of Science-Based Goals" - D...GreenBiz Group
Slides for "The Science of Science-Based Goals" tutorial. As scientific research on climate change builds and becomes increasingly quantifiable, companies have new opportunities to use measurable data to set sustainability and climate goals. By understanding the impact your company can have in this universal context, you can set defensible goals driving towards real global impact. Dozens of large companies have set science-based greenhouse gas, carbon-neutral and renewable energy goals. This tutorial shows how leading companies are tackling this challenge, including the tools and knowledge to set goals in your company.
Sustainability Unlocked provides firm-wide foundational sustainability education to financial institutions through our innovative on-demand video platform.
Our mission with Sustainability Unlocked is to empower change through education, by embedding sustainability education into the culture of financial services organisations, and helping them to deliver their sustainable transition to net zero.
Get a free trial here: https://l.linklyhq.com/l/e4r5
Webinar - Een duurzame Asset Management StrategieStork
Slides van een webinar over de aanpak en noodzakelijke elementen voor het ontwikkelen van een duurzame asset management strategie. Gegeven door Joris Grimbergen van Stork Asset Management Technology.
This is a compilation of 5 presentations given at the FutureM conference in Boston on October 24, 2012. The speakers were: Beth Zonis of Eco Marketing, Lisa Lillelund of Mango Networks, Laura Koss of the FTC, Amy Cannon of Beyond Benign, and Mike Enberg of e-Stewards.
Presented at the 4th Global Infrastructure Basel Summit 21 & 22 May 2014.
Read more about the world leading platform for Sustainable Infrastructure Finance at www.gib-foundation.org.
Next Summit: 27 & 28 May 2015 in Switzerland
Dr. Leon Mol - Sustainability opportunities for a broad assortment of small (...John Blue
Sustainability opportunities for a broad assortment of small (beef) products - Dr. Leon Mol, Director Product Safety & Social Compliance, Ahold Delhaize, from the 2018 Global Roundtable for Sustainable Beef (GRSB), October 9 - 12, 2018, Kilkenny, Ireland.
More presentations at https://www.youtube.com/channel/UCJuQkIaCQn5HXVjFbExofkg
GreenBiz Forum 2015 Tutorial Slides: "The Science of Science-Based Goals" - D...GreenBiz Group
Slides for "The Science of Science-Based Goals" tutorial. As scientific research on climate change builds and becomes increasingly quantifiable, companies have new opportunities to use measurable data to set sustainability and climate goals. By understanding the impact your company can have in this universal context, you can set defensible goals driving towards real global impact. Dozens of large companies have set science-based greenhouse gas, carbon-neutral and renewable energy goals. This tutorial shows how leading companies are tackling this challenge, including the tools and knowledge to set goals in your company.
Sustainability Unlocked provides firm-wide foundational sustainability education to financial institutions through our innovative on-demand video platform.
Our mission with Sustainability Unlocked is to empower change through education, by embedding sustainability education into the culture of financial services organisations, and helping them to deliver their sustainable transition to net zero.
Get a free trial here: https://l.linklyhq.com/l/e4r5
Webinar - Een duurzame Asset Management StrategieStork
Slides van een webinar over de aanpak en noodzakelijke elementen voor het ontwikkelen van een duurzame asset management strategie. Gegeven door Joris Grimbergen van Stork Asset Management Technology.
This is a compilation of 5 presentations given at the FutureM conference in Boston on October 24, 2012. The speakers were: Beth Zonis of Eco Marketing, Lisa Lillelund of Mango Networks, Laura Koss of the FTC, Amy Cannon of Beyond Benign, and Mike Enberg of e-Stewards.
Presented at the 4th Global Infrastructure Basel Summit 21 & 22 May 2014.
Read more about the world leading platform for Sustainable Infrastructure Finance at www.gib-foundation.org.
Next Summit: 27 & 28 May 2015 in Switzerland
Similar to Standout Opportunities: Brands, Consumers and a Global Stage - Phil Cumming (20)
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Standout Opportunities: Brands, Consumers and a Global Stage - Phil Cumming
1. Standout Opportunities: Brands, Consumers
and a Global Stage
¡ Phil Cumming, Corporate Sustainability Manager,
The London Organising Committee of the Olympic
and Paralympic Games (LOCOG)
Sustainable Brands
London Conference
2. Sustainable Brands London Conference
Standout Opportunities: Brands, Consumers and a Global Stage
Phil Cumming
Corporate Sustainability Manager
London 2012 Organising Committee (LOCOG)
3. Sustainability and legacy at London 2012
Vision, strategy and approach
− Relatively new theme for the Games
− Key component of London 2012 bid:
− Distinctive edge
− Underpinning the regeneration story
− A new angle for delivering great Games
− Holistic, programme-wide, thematic
approach
− Integrated into planning and delivery
4. The London 2012 Sustainability Plan
Our key strategy document
– Drawn from the One Planet Living principles that
defined our bid vision
– First published December 2007
– Five key themes
– Climate Change
– Waste
– Biodiversity
– Inclusion
– Healthy Living
– Legacy thread – constant theme throughout
project
5. Key challenges
– Starting from scratch (no baseline or route
map)
– Defining scope and boundaries (control and
influence)
– Scaling up (from SME to large corporation in 7
years)
– Keeping senior management interested
– Stakeholder issues
– Dealing with allegations
– Getting the story told
6. Commercial partners
– All LOCOG sponsors, suppliers and licensees contractually
required to meet certain sustainability obligations
– Sustainability was a key point for many companies bidding to
be London 2012 sponsors
– Many sponsors developed strong activation programmes on
sustainability (e.g. Coca Cola, UPS)
– Others made huge advances internally (e.g. adidas,
McDonald’s)
– Focus for pressure group campaigns
7. Sustainability at the Games
– Quality of venues
– Cleanliness and visible, colourful bins
– Service levels and accessibility
– Messaging and signage
– Food choice
– ‘Free’ travelcard / cycle parking
– BP Target Neutral carbon offset info with
tickets
– A Walk in the Olympic Park
13. Sustainability at the Games
Above all it was the flowers and parklands that were noticed
14. Sustainability at the Games
Above all it was the flowers and parklands that were noticed
15.
16. Sustainability at the Games
Communications and engagement
– Key period from G-3 months and throughout the
Games
– Pre-Games Sustainability Report, April 2012
– Achim Steiner, UNEP Director General - 2 visits
– Games time Sustainability office in MPC High
Street
– Over 100 media interviews/briefings
– Most in last week pre-Games and 1st week of
Olympic Games
– Walk in the Olympic Park tours
– Ca 500 media,VIPs/dignitaries, stakeholders
20. Changing perceptions on sustainability
Question June 2010 July 2011 July 2012 Sept 2012
The Games will be 26 25 21 39
sustainable and
environmentally friendly
- % agree
Had information on 11 16 22 38
sustainability initiatives
- % yes
More will lead a healthier 21 15 14 28
lifestyle - % agree
Source: Nielsen/LOCOG State of the Nation, monthly tracker poll
21. Commercial partners – key lessons
– Sustainability is a strong driver for Olympic
sponsorship
– Partners bring expertise and know-how
– “Turbo charge” sustainability initiatives
But...
– Sustainability policies not always aligned
– Contractual rights can contradict sustainability
requirements
– Campaign groups can make a lot of trouble
– Need vigilance over marketing claims
– Beware: premiums, showcasing and
marketing agencies
22. Key success factors
– Clear vision and leadership commitment
– All delivery bodies; not just LOCOG
– Starting early
– Embedding into culture of LOCOG and wider programme
– Sustainability management system
(ISO 20121)
– Focus on priorities, risks and areas of
greatest impact
– Procurement
– Workforce training
– Venue development
– Relations with partners and stakeholders
– Independent assurance
23. Summary of key achievements
– The Olympic Park – large scale transformation
– Sustainable and accessible venues
– Carbon footprinting methodology
– Public transport Games
– Responsibly sourced goods and services
– Inclusive, welcoming Games
– Application of the London 2012 Food Vision
– Application of the London 2012 Waste Vision
– Certification to ISO 20121 and GRI reporting
– Independent assurance
24. Beyond London 2012
‘Soft legacy’
– Transfer of Knowledge
– Open source publications and guidelines
– Food legacy
– Waste management legacy
– Enduring partnerships
– New global standards
– ISO 20121
– GRI Event Organisers Sector Supplement
– Learning legacy:
– http://learninglegacy.independent.gov.uk