Chris Sherwin is the Head of Sustainability at SeymourPowell, a design consultancy. He discusses how sustainable innovation can create concepts that are better for businesses and the planet. SeymourPowell helps brands innovate sustainably through a process that sets up challenges and has participants generate and select ideas. Their past work includes developing sustainable product concepts for companies like Cadbury and Yeo Valley. The document promotes SeymourPowell's services and expertise in facilitating sustainable innovation workshops for brands.

1. Chris Sherwin PhD | @seymourpowell
Head of Sustainability
SEYMOURPOWELL
Sustainable Innovation: Creating Future Concepts
That are Better for Your Business and Our World

2. © Seymour Powell Limited, 2015. All rights reserved. Confidential.
SUSTAINABLE INNOVATION
Creating future concepts that are better for your business and our planet

3. shape the futureshape the future
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WHO WE ARE

4. Confidential. © Seymour Powell Limited, 2015. All rights reserved.
Breakthrough Innovation
Innovation with Sustainability
Built-in
Better Made, Less Bread Waste
A Marvellous Creation
Transforming Contactless
Payment
Designing for Extremes
World’s First Cordless Kettle
A New Twist on a Classic Tale World’s First Hydrogen Powered
Bike
The Journey is the Destination
Paint Made From PaintRedesigning a Global Icon Using Less
Energy Efficient, Enhanced ExperiencesWorld’s Most Ethical Smart Phone

5. BACKGROUND TO SUSTAINABLE
INNOVATION
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We’re frustrated with how many brands tackle
sustainability today

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when faced with mountainous social and
environmental challenges…
what do brands do?

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Brands could do MUCH more sustainable innovation

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Innovation is where a brands big
commercial opportunities lie
Recent research, from The Conference Board, has shown that revenue from sustainable products and services
grew at six times the rate of overall company results of select companies studied.
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The main sustainability impacts of brands
and products are set during innovation
80% of the environmental impacts of products and services are determined at the very early stages of
product development and design
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Customers are now requesting, even
expecting, sustainable innovation from
brands
In research, people state they want to buy products and services with a positive environmental and social
impact. They want brands to help them shift to more sustainable consumption AND they want brands to
help solve environmental problems too. (Havas Media and Forum for the Future 2014 surveys)
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12. TODAY, WE INVITE YOU TO
INNOVATE WITH US
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Innovation is a
participation sport
- Apply our process to three real challenges
- Focus on creating and selecting ideas only
- Transferrable to other brands and categories
- Everyday, thus understandable
- Eco-focussed, but could be social, community, health, etc
Test-drive sustainable innovation - by doing it
We’ve picked challenges that are…
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Our innovation process
Forensics
Design
Development
Prototype
& Modeling
Concept
Design
Crucible
Event
Distillation
SUSTAINABILITY

16. Today’s process
1. Break into three groups – each tackling a challenge
2. An SP facilitator will lead your group, stimulating and
inspiring
3. Generate world-changing ideas (circa 60 mins)
4. SP designers will help you create, develop and visual
these
5. SP facilitator present back ideas to all (5 mins per team)
6. Idea selection and voting - which idea would you put your
money on? (15 mins)
7. SP designers will develop and visualise the ‘winners’
simultaneously
8. Wrap up
9. You get your ideas sent back to you…
What we plan to do with you
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17. We would like to send
you your ideas. Please
leave your business
cards and email with us.
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18. THE THREE CHALLENGES
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19. SHOWER
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How can we halve the
environmental footprint of
showering?

21. FRIDGE
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How can we dramatically
reduce the impacts of using
fridges?

23. HEATING
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How can we make heating
people’s homes more
sustainable in ways that cost
less than £500?

25. CREATIVE RULES
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Phones and laptops off the table please, we need your full attention
No passengers
No idea knocking, let the idea develop first....
Do hitch-hike on other people’s thoughts
Speak to be understood by all - no acronyms or jargon please
Sit forward
No ‘private conversations’ please
Enjoy it!

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And finally…
You are working in ‘the future’ (3-7 years) -
foreseeable solutions, not Star Trek
Ideas and concepts need to be deliverable by ‘a
brand’
New technology, behaviour and business models in
scope
Ready, Steady…, Go!
Don’t forget
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28. WHAT HAPPENS AFTER THIS?
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Our innovation process
Forensics
Design
Development
Prototype
& Modeling
Concept
Design
Crucible
Event
Distillation

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The carnival of sharing
Sharing with family and friends
is all about excitement,
anticipation, entertainment, and
celebration.

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The occasion
The sharing of snacks is as much a
part of the occasion as the shared
activity itself

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Shapes & interactions
We explored lots of different shapes for the tablet
We made models and and then we broke them.
We wanted to achieve a design that was fun,
different and easy to share

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We shared lots of chocolate and saw first
hand the various barriers to sharing a
tablet
- It’s tricky to break
- It takes too much handling
- There’s no excitement in the opening
- And it’s really rather boring looking
Packaging drives
behaviour

34. Shapes & interactions
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The structure of the tablet was
designed to be visually exciting and
different, break easily, and offer
more choice through the different
sizes of the chunks and different
inclusions

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An exciting and
engaging eating
experience...
What we achieved
...An attractive, distinctive and
innovative tablet design that
shook up the category

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Cadbury Marvellous Creations debuted in
Australia growing Cadbury’s share of the
Australian chocolate market from 19.6% to 24.2%
[Nielsen 52 w/e 29 December 2012]
Within only two years, Cadbury Marvellous
Creations is already the third most popular brand
of tablet in Australia with a 6% value share
On launch in the UK Cadbury Marvellous
Creations hit £20m in sales in the 12 weeks to
July 6 2013
Cadbury Marvellous Creations was the most
successful fmcg launch in the UK in 2013 with
sales of £49.7m in a 9-month period after launch
What we achieved

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Designing the Lynx/Axe
‘telescopic’ can
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Forensics
Design
Development
Prototype
& Modeling
Concept
Design
Crucible
Event
Distillation

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Taking Intelligent Energy from a raw-
technology… to £20M licensing deal with
Suzuki
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Taking Yeo Valley from food waste concepts…
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Standard base of cheese & biscuit - then add fruit from a separate
container that is from over-produced, in-season, local, overs or from
a particular growing flush
A standard flavour + a random flavour from fruit over-production
(C) WRAP 2015, prepared for WRAP by Seymourpowell (C) WRAP 2015, prepared for WRAP by Seymourpowell

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… to Yeo Valley ‘Left Yeovers’
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Back to the concepts…. And the winners are!

42. We would like to send
you your ideas. Please
leave your business
cards and email with us.
© Seymour Powell Limited, 2015. All rights reserved.

43. Imagine what
sustainable innovation
could do for your brand
or category
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44. © Seymour Powell Limited, 2015. All rights reserved.
To discuss in more detail, please contact:
Chris Sherwin
chris.sherwin@seymourpowell.com
Seymourpowell
The Factory
265 Merton Road
London
SW18 5JS
United Kingdom
+44 (0)20 7381 6433
www.seymourpowell.com
Thank you