The document discusses three levels of brand innovation for sustainability: 1) Leading the consumer by engaging them on sustainability issues through consistent and helpful messaging. 2) Connecting with R&D to spark sustainable innovation through long term collaboration and biomimicry. 3) Creating conditions for change such as shaping contexts and inspiring systemic change through initiatives like Sky Academy that provide opportunities for youth. Case studies from Innocent Drinks, Ecover, and BSkyB are presented to illustrate these three levels of brand innovation for sustainability.

3. Three levels of
brand innovation
Creating #theBIGshift through innovation

4. The three levels of brand innovation
Sally Uren
CEO, Forum for the Future
Gemma Adams Principal Advisor, Forum for the Future
Louise Stevens Head of Sustainability, Innocent Drinks
Tom Domen
Long-Term Innovation Manager, Ecover
Bella Vuillermoz
Director of Bigger Picture, BSKYB
Rodrigo Bautista
Senior Advisor, Forum for the Future
Sarah Tulej
Sustainability Advisor, Forum for the Future

5. Who are we?
Forum for the Future is an independent non-profit
working globally with business, government and
other organisations to solve complex
sustainability challenges.

6. Where are we?
London
New York
Mumbai
Singapore

7. Single column layout
•
A bullet point goes here
•
Another bullet point
And one more
•

8. Heading to a
VUCA world

10. short-term investors
disengaged citizens
lack of enabling policy
On the right path

11. The rise of the sharing economy

12. Business model experimentation

13. Fusion of ‘new’ and ‘old’ economy

14. short-term investors
disengaged citizens
lack of enabling policy
A water-tight business
case

15. Marks and Spencer
Budgeted Costs
Expenditure for social &
improvements, with zero cost to
customers.
£40m per annum
Five-Year Results
Net of yearly expenditures &
revenues attributed to Plan A.
2007 – 2008
2008 – 2009
2009 – 2010
2010 – 2011
2011 – 2012
Total Net Revenue Benefit
Return on Investment
Based on full five-year results.
- £40m
Cost neutral
£50m
£70m
£105m
£185m
193%

16. Eccles, Ioannou & Serafiem –
Harvard high/low study
Last updated: 14 Nov 2012
16

17. short-term investors
And the non-tree huggers
disengaged citizens
lack of up
are waking enabling policy

18. “The only systems we can afford to employ
are those that rationally serve the planet
first, then all humanity. Not out of some
woolly, bullshit tree-hugging piffle but
because we live on it, currently without
alternatives...”

19. So, why hasn’t
short-term investors
disengaged citizens
sustainability policy
lack of enabling
mainstreamed?

21. System innovation

22. short-term for
= #theBIGshift investors
disengaged citizens
lack of brands
businesses andenabling policy

23. Brands as system innovators
Shaping the
context for
a brighter
future
Innovating
to win on
that path

24. The three levels of brand-led
innovation
Lead the
consumer
Connect with
R&D to spark
innovation
Create the
conditions for
change

25. short-term investors
disengaged citizens
lack of enabling policy
Lead the consumer on
sustainability

28. Connect with R&D to
short-term investors
disengaged citizens
spark sustainablepolicy
lack of enabling
innovation

29. 2028
medium-term
innovations
immediate
innovations
2013
2015
longer-term
innovations
2030

30. short-term investors
disengaged citizens
lack of enabling policy
Create the conditions for
change

31. Create the conditions for change

33. Dr Sally Uren
CEO
Email: s.uren@forumforthefuture.org
Skype: forumsallyuren
Twitter: @sallyuren
www.forumforthefuture.org
Company No. 2959712
Charity No. 1040519

34. The three levels of brand-led
innovation
Lead the
consumer
Louise Stevens
Innocent
Connect with
R&D to spark
innovation
Tom Domen
Ecover
Create the
conditions for
change
Bella Vuillermoz
BSKYB

35. Three levels of Brand Engagement in
Sustainability Innovation:
Leading the consumer
Louise Stevens
London, 18th November 2013

36. Three levels of Brand Engagement in
Sustainability Innovation:
Leading the consumer
Louise Stevens
London, 18th November 2013

37. hello

38. an innocent story
what is sustainability?
engaging the consumer

39. we started small

40. product is king
today we have a family of smoothies & juices for all occasions

41. 1 in 3 UK households bought an innocent

42. europe
from a UK base we are now sold in a few other places too

43. tone

44. an innocent story
what is sustainability?
engaging the consumer

45. we think sustainability is about…
leaving things a little bit
better than we find them

46. why do we want to be
sustainable?

47. core philosophy
an over-riding principle by which we make all decisions : The Nursing Home Test
a business we can
be proud of

48. our values

49. the values are in everyone

50. strategy
Sustainable
Brand
Sustainable
Ingredients
Sustainable
Production
Sustainable
Packaging
Sustainable
Legacy
who we are
what we use
how we make it
how we deliver it
what we contribute

51. an innocent story
what is sustainability?
engaging the consumer

54. who’s the weirdo on the right?

55. 1) be consistent

56. our brand promise

57. what we’re up to
we talk to our consumers about what we do and what we think is important

58. relevant
compelling, highly shareable content to promote worldwide sustainability initiatives.

59. sharing
our consumers feel compelled to share their efforts with us
“Hello Innocent smoothies? My name is
Zoe Fulton and I'm an Art and a Design
student and I thought you might be
interested of looking at my upcycling
design where I created a little table
made out of old wood for the top
and your bottles as legs.”

60. 2) be helpful

61. Livewell
in line with our brand commitment to healthy products and sustainability we wanted to
promote discussion on sustainable diets with consumers and the food industry.

62. simple
WWF provided guidance on the key steps to follow

63. simple
we also used our smoothie cartons to expand on two of the points a little bit more, whilst
still keeping the messages simple

64. helpful
we then applied the principles to the nations favourite recipes, producing easy to use recipe
cards for our consumers to download.

65. 3) be different

66. Supergran
that little bobble hat started us thinking…

67. Supergran
…why not put woollen hats on our smoothies during the winter to keep them warm?

68. THE BIG KNIT

72. Grace got 69,033 likes and over 3000 shares
on Facebook.
which makes
this our most
popular post
ever.

73. influence
the importance of getting the message out to a wider audience

75. thank you

76. 76

77. Ecover is being valued as one of the pioneering leaders
when it comes to sustainable innovation and
entrepreneurship
77

78. 

To maintain/build on our leading role & stay ahead of
competition
To inspire systemic change that is needed to face future
sustainability challenges
78

79. 79

80. IN AN OPEN COLLABORATION PROCESS
…
80

81. IMAGINE…
81

82. IMAGINE
THE ULTIMATE NATURAL CLEANING
SYSTEM
INVENTED BY NATURE,
MADE THROUGH SCIENCE AND
CREATIVITY
82

83. VALUE NATURE, EMBRACING BIOMIMICRY
WE ARE NOT HERE TO
PROTECT NATURE, WE
ARE HERE TO VALUE
NATURE.
ONCE WE REALISE THE
VALUE NATURE HAS TO
OFFER US, THE
PROTECTION WILL
BECOME SELF-EVIDENT.
PROJECTIONS ARE THAT
BY 2025, BIO INSPIRED
TECHNOLOGY COULD
REPRESENT $1 TRILLION
OF GDP.*
* ref. The sharks Paintbrush, Jay Harman, 2013
83

84. THE 4 TRANSFORMATIVE BUSINESS MODELS FOR ECOVER
Natural
Born
Cleaners
Glocal
How might
Ecover radically
change the idea
of healthy
living?
Intelligent
Cleaning
84
System
Healthy
Home

85. THE 4 TRANSFORMATIVE BUSINESS MODELS FOR ECOVER
Natural
Born
Cleaners
Glocal
How might
Ecover radically
change the idea
of healthy
living?
Intelligent
Cleaning
85
System
Healthy
Home

86. HOW TO DESIGN A BUSINESS MORE
LIKE AN ECO-SYSTEM?
86

87. MALLORCAN PILOT CASE
LOCAL
DEMAND
GLOBAL R&D
ISLAND
CASE
LOCAL
RESOURCES
87
INDUSTRIAL
PRODUCTION, SMALL
SCALE

88. FIND THE BEST IN NATURE
• Fully biobased
• Sourced from non-food biomass (side streams)
• Grown locally, made locally
• Based on Global knowledge in ‘biotech’
2012 :
APP active
ingredients
from waste
Greenpalm &
2009 : Switch
from tropical oil Bonsucro
feedstock
certifications
(palm oil) to
for all tropical
local feedstock
feedstocks
(rapeseed)
2013 - 2015 :
move to algal
soaps
& experiment
with GLOCAL
buisiness
model
100%
biobased
2018:
Introduction
of range of
active
ingredients
sourced
from waste,
through
algae or
microorganisms
2020:
Biobased
locally
sourced
from agro
sidestreams
or waste /
sustainable
agriculture
SINCE 1979: PIONEERING IN FINDING MORE SUSTAINABLE
SOURCES FOR OUR ACTIVE INGREDIENTS AND PACKAGING
88

89. FROM THE NEXT GENERATION OF ECOSURFACTANTS…
89

90. TO BIOLOGICAL FEEDSTOCK PLATFORMS
• FROM SINGLE CELL
ORGANISM TO ANY
KIND OF OIL
• INCREDIBLY PURE
AND CLEAN
• EFFICIENT PROCESS
• BEST
ENVIRONMENTAL
PERFORMANCE (LCA)
• TRANSPARENT
SUPPLY CHAIN
90

91. NO MORE GEOGRAPHIC RESTRICTIONS
91

92. OUR FUTURE INGREDIENTS GOING LOCAL?
Mapping the
biomass potential
of a defined area
Catalyst for local
biotech business
To market a range
of end products,
based on optimal
use of biomass
* ref. www.theguardian.com
92

93. MADE POSSIBLE TODAY!
INTRODUCTION OF ALGAL BASED SOAP AS FROM…
93

94. Sustainable Brands
Bella Vuillermoz
18th November 2013

95. SEEING THE BIGGER PICTURE
Our approach to sustainable business
POSITIVE IMPACT OF OUR
DAY-TO-DAY BUSINESS
HOW WE DO BUSINESS
REACHING BEYOND OUR
BUSINESS
TO MAKE A POSITIVE
DIFFERENCE
BELIEVE IN BETTER ETHOS
95

96. 96

100. Sky Academy creating
1 million opportunities for young people
Sky Academy
Skills Studios
Sky Sports
Living for Sport
Sky Academy
Scholarships
Sky Academy
Starting Out
100

101. Sky Academy Skills Studio
101

102. Sky Sports Living for Sports
102

103. Sky Academy Scholarships
103

104. Sky Academy Starting Out
104

105. Creativity and the Arts
105

107. 107