SlideShare a Scribd company logo
Brands,
sustainability
and storytelling
REBEL THINKING, 25 SEPTEMBER 2019
C L I M A T E E M E R G E N C Y
Monthly global temperature
(departure from 20th century average)
https://www.youtube.com/watch?v=EAmmUIEsN9A
Do you agree the world faces a climate change emergency
and that global warming will soon become extremely
dangerous without a big cut in emissions?
S U S T A I N A B I L I T Y
Source: JWT Innovation Group 2018
Source: JWT Innovation Group 2018
Producing the Nike Flyknit generates 60 percentage less waste than normal trainers.
In 2018 Unilever’s
sustainable brands
grew 46% faster than
the rest of the business
and delivered 70% of its
turnover growth.
Source: Unilever 2018
B E H A V I O U R C H A N G E
Because branding is about creating
and sustaining trust it means
delivering on promises.
Wally Ollins
A B S O L U T E L Y
N O G R E E N W A S H I N G
Lesson 1
If you want to change behaviour
make it a social norm.
https://www.youtube.com/watch?v=GIMdUbiCMhQ
Lesson 2
Drive action with trigger points.
https://www.youtube.com/watch?v=WpEwu0E7wfI
Lesson 3
To motivate action win the heart,
and then the mind.
T A K E - O U T S
• Consumers care now more than ever
• Face your sustainability challenge head on
• Honesty first, this isn’t marketing
• Listen to your customers, engage them in
making the change with you
Join the Rebellion!
mark@goodrebels.com
linkedin.com/en/markralphs
twitter.com/goodrebels

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