This document outlines the agenda and content for a workshop on storytelling and language used to promote sustainability. The workshop will include an introduction to an upcoming book on "Green Giants", a presentation on using storytelling to drive mainstream appeal through customer engagement tactics and tools, and an exercise for participants to develop a marketing plan for a sustainable brand. Attendees will work in teams to complete a worksheet outlining their brand, target, inspiration from the presentation, marketing idea, and how it will be implemented and measured. Teams will then present their plans to judges for feedback and discussion. The goal is to help brands develop appealing narratives that overcome barriers and attract a mass market for sustainable products and services.

1. Freya Williams Edelman
#SB15sd
Storytelling and the Language of Sustainability:
Tactics and Tools for Scalable Customer
Engagement

2. Storytelling and The Language of Sustainability
SUSTAINABLE BRANDS WORKSHOP
JUNE 1ST 2015
2

3. Today’s Agenda 9.00 am Welcome & Introductions
9.15 am Introducing Green Giants –
sneak preview of upcoming book
9.30 am Storytelling to drive mainstream appeal -
tactics and tools for scalable
customer engagement
10.00 am Brief group discussion
10.15 am Networking Break
10.30 am Workshop Briefing & Exercise
11.15 am Team Playback and judging
11.45 am Closing thoughts
3

4. Green Giants
4

5. What’s the business case
for sustainability?
5

6. $1B
6

7. 7

8. (*annual revenue)
$100
BILLION*
8
>

9. 11.7%
amount by which Green Giants’ stock
outperformed comparison companies
between June 2010 and April 2015
9

10. Could we develop an icon for
each chapter?
THE SIX COMMON FACTORS
10
An Iconoclastic
Leader
1
A Purpose
Beyond Profit
3
Built-in,
not Bolted On
4
New Behavioral
Contract
6
Mainstream
Appeal
5
A Disruptive
Innovation
2

11. 11
NEXT
BILLIONS

12. Chapter 5:
Mainstream Appeal
12

13. Greens
Rejecters
18%
Super
Greens
16%
Lower Middle Greens
33%
Upper Middle Greens
33%
THE MASSIVE
MIDDLE GREEN
Middle Greens 66%
13

14. Chipotle v. Otarian
14

15. 15

16. 16

17. 1. Make it Personal
2. Behavior first, attitudes second
3. Guilt doesn’t sell
4. Make it easy
5. Make it normal
6. Lose the Labels
7. Make it Modern
8. From Eco-friendly to make ego-friendly
9. Lose the crunch
10. Kill the sustainability tax
11. Don’t stop Innovating
The Rules of
Achieving
Mainstream Appeal
17

18. Behavior First,
Attitudes Second2
18

19. 19

20. 20

21. 21

22. Make it easy4
22

23. DON’T DO
23

24. 6 Lose the labels
24

25. 25

26. GE Tesla
Forward-looking 25 Compelling 4
Long (Distance) 19 Efficiency 4
Cost 15 Sustainable 4
Energy 14 Attractive 3
Fast 12 Awards 3
Performance 9 Carbon 3
Power 8 Convenience 3
Technology 8 Emissions 3
Value 8 Environment 3
Acceleration 7 Feeling 3
Advanced 7 Innovation 3
Commitment 7 Optimized 3
Experience 7 Comfort 2
Design 6 Cooperation 2
Fuel 6 Crashes 2
Economy 5 Crazy 2
Energizing 5 Dangerous 2
Gallons 5 Exceptional 2
Improvements 5 Materials 2
Advantage 4
Power 139 Flexibility 10
Water 90 Health 10
Technology 74 Waste 10
Solutions 54 Economic 9
Challenge 47 Sustainability 9
Efficient 47 Productivity 8
Reduce 47 Value 8
World 41 Design 7
Environment 34 Greenhouse 7
Global 34 Achieve 6
Innovation 25 Better 6
Best 23 High 6
Emissions 23 Security 6
Advanced 18 Strategic 6
Renewable 17 Forward 5
Resources 16 Future 5
Award 14 Optimized 5
Local 14 Progress 5
Clean 10 Protect 5
First 10 Reliable 5
26

27. Flyknit
Fast 30 Animals 12
Culture 25 Standards 12
Better 24 Respect 11
Experience 24 Forward-looking 10
Fresh 24 Kids 7
Grow 23 Exclusive 7
Local 23 Homegrown 7
Vision 22 Health 6
Create 20 Community 5
Farms 19 Foundation 5
Cultivate 17 Organic 4
Integrity 16 Outstanding 4
Support 15 Artisan 3
Schools 14 Education 3
Special 14 Seasonal 3
Sustainable 14 Best 2
Empower 13 Design 2
Gardens 13 Innovative 2
Quality 13 Premium 2
Responsible 13 Protect 2
Design 75 Environment- 6
Innovation 39 Legend 5
Performance 30 Solutions 4
Movement/Motion 29 Unprecedented 4
Technology 26 Preserving 3
Fit 24 Champion 3
Speed 22 One-of-a-kind 3
Style 15 Groundbreaking 3
Sustainability 13 Game-changing 3
Strength 13 Green 2
Fast 13 Emissions 2
Inspiration 12
Materials 11
Light 9
Lifestyle 8
Agile 8
Dynamic 8
Durability 6
Revolutionary 6
Breathability 6
Chipotle
27

28. http://www.statista.com/statistics/221456/number-of-chipotle-restaurants/
2007 2008 2009 2010 2011 2013 2014
28

29. 29

30. From Eco-friendly to
Male ego-friendly6
30

31. Responded
feminine
Responded
masculine
GENDERING GREEN:
Is green more masculine
or feminine?
31

32. 32

33. 33

34. 34

35. 11 Don’t Stop Innovating
35

36. 36

37. 37

38. Source: Edelman Berland research
HOW CONSUMERS SEE IT
GREEN GIANTS
Forward-thinking
Innovative
New
Modern
Green
Environment
Community
Eco-friendly
Higher-priced
CONTROL COMPANIES
Established
Traditional
Mainstream
Tried-and-true
Affordable
Conservative
Old
Business-as-usual
Stuck in their ways
38

39. THE OUTCOME:
Trust
39

40. -83%
-81%
-80%
-73%
-71%
-71%
-69%
-65%
-64%
-63%
-60%
-59%
-55%
-54%
-52%
-52%
-49%
-48%
-48%
-47%
-47%
-46%
17%
19%
20%
27%
29%
29%
31%
35%
36%
37%
40%
41%
45%
46%
48%
48%
51%
52%
52%
53%
53%
54%
-90% -70% -50% -30% -10% 10% 30% 50% 70% 90%
Burger King
Walmart
General Motors
Sears Kenmore
Adidas
Toyota Camry
Kohl's
Procter & Gamble
Edy's
Neutrogena
Nike Flyknit
Clorox
IKEA
Chipotle
Tesla
Toyota Prius
Ben & Jerry's
Method
GE Ecomagination
Whole Foods
Unilever Project Sunlight
Dove
What are companies’
motivations?
Guided by self-interest
Guided by a desire to make the world
a better place
Source: Edelman Berland research
40

41. GROUP DISCUSSION:
What’s on your mind?
41

42. NETWORKING BREAK:
10:15 – 10:30
42

43. THE
WORKSHOP
43

44. WORKSHOP BRIEFING
• As a table, please agree on a marketing problem
you wish to solve
• As a team, develop a plan to overcome the
barriers and drive mainstream appeal
• Complete the worksheet
• Share back for judging and debate
THE ASSIGNMENT:
Develop a marketing plan with
mainstream appeal for your sustainable
brand story
44

45. THE JUDGES
Lisa Manley
Cone Communications
Jen Boynton
Triple Pundit
45

46. BRAND WORKSHEET • What’s the brand?
• Who is the target?
• What’s the problem you’re solving?
• What inspiration did you take from the
presentation/key insights?
• What is your big idea?
• Name it
• Sell it
• Describe it
• Explain it
• Measure it
46

47. The Judging!
47

48. Thank You
48