Presented at GREENBUILD MEXICO 2018
What’s Your Sustainability Story? The 10-step CSR formula
The world’s most sustainable companies are the most profitable; and they make environmental and social responsibly a priority.
Lyft is looking to sustainability as a market differentiator away from Uber
Nike turns to sustainability to drive innovation
Unilever’s sustainable brands grow 50% faster than the rest of the business
In May 2018, WeWork hired their first Head of Sustainabilty
Differentiate your startup or business by incorporating a well-told sustainability story. By doing so, get the attention of investors, gain PR, attract the best employees, and position yourself for the future.
3. Dangers of a sustainability story
①Invites critics
②Maybe perceived as political
③A knowledge gap between you and your customer
④Perceived as an added expense the customer pays
for
⑤‘That green stuff’ may alienate some
15. Before getting started:
what this presentation is
①Telling great sustainability stories starts with a sustainability plan.
②The best stories attract community, employees, customers, and
media.
③Proven formula based on 40 interviews and research.
④Bootstrapping — same rules apply to small or large business.
⑤Strategies to silence critics and boost your brand.
Resources: g-comm/mx18story
20. o Remodeled first LEED-Gold home in the United States
o LEED AP, MBA
o Hometown is Napa, CA
Clients include builders, universities, cities, and B2B:
Corporate Startups Builders
21. #mx18story @philip_james_b
I craft sustainability stories that:
①Silence the critics
②Reinforce the company narrative
③Support business objectives
④Boost your brand = create opportunities
⑤Inspire
web design graphic design case studies PRbranding
22. Benefits of a good sustainability story
Attract/Retain the best employees
Employee engagement → connect to greater
purpose
Innovation
Brand value → attract customers and investors
Reputational resilience → crisis mitigation
29. United States 18
France 15
United Kingdom 10
Brazil 5
Finland 5
Sweden 5
Integrated into
Business
30. ①No sustainability plan or CSR
②They sometimes are selling a ‘green’ product,
and confuse it with their overall mission
③They highlight awards or a green rating
④They use words like, ‘Save the Planet’, ‘Change
the World’, ‘Good for the Planet’, ‘Revolution’
⑤Often use ‘eco’ stock images and ‘eco’colors, and
make unsupported claims.
Traditional
35. ① Start with why – align vision and mission with
purpose
② Must come from CEO
③ Commit to sustainability metrics & standards, and
reporting & transparency
④ Engage employees
⑤ Commit to CSR
Why
CEO
Transparency
CSR
Employees
Look Inward
37. To inspire and nurture the human spirit – one
person, one cup and one neighborhood at a
time.
Why
CEO
Transparency
CSR
Employees
38. "To bring inspiration and innovation to every
athlete* in the world.”
*If you have a body, you are an athlete
Why
CEO
Transparency
CSR
Employees
39. Adding vitality to life. Meeting everyday needs
for nutrition, hygiene, and personal care.
Helping people feel good, look good, and get
more out of life.
Why
CEO
Transparency
CSR
Employees
40.
41. Why
CEO
Transparency
CSR
Employees
“At our vision is to create a
better everyday life for the many people.
Our business idea supports this vision by
offering a wide range of well-designed,
functional home furnishing products at
prices so low that as many people as
possible will be able to afford them.”
43. Why
CEO
Transparency
CSR
Employees
“It usually comes from the personal resolution of
a CEO to create a more sustainable company.
In general, top-level executives have the ability
to create an enterprise-wide vision and the clout
to see that it is realized.
Without this commitment, becoming a
sustainable company is a nonstarter.”
Robert Eccles
Harvard Business School
44. Why
CEO
Transparency
CSR
Employees
“As a CEO, I don’t think I can be credible
without walking the walk, at the end of the day,
the company’s commitment to sustainability
starts with the CEO.”
Benno Dorer, CEO
Clorox
48. ‘impact-washing’
Using the language of the SDGs without
actually making any changes. If a company
claims allegiance to the goals, they should be
able to report on the outcomes of their
commitment.
49. ‘green hiding’
In a few sectors, and it is particularly true for
luxury, companies would like to avoid the
scourge of criticism.
For communicators, the most widely shared
feeling is that there are more attacks to be
feared than benefits to be expected when you
put forward this progressive approach.
52. Why
CEO
Transparency
CSR
Employees
Look Inward
“By putting purpose at the heart of our
brands we can move from marketing to
consumers to mattering to people. Purpose-
led brands will drive growth for our business,
connect us with our consumers and deliver a
positive social impact.”
Keith Weed, Unilever
Chief Marketing & Communications Officer
53. Why
CEO
Transparency
CSR
Employees
Look Inward
• Unilever’s new brand managers, for example, spend a
week on a sustainability marketing challenge.
• Tech companies can gain a leg up in the competition for
top talent and ensure that their workers remain happy with
their jobs by integrating corporate social responsibility into
company culture.
57. ① Customer demographic
② Get feedback from focus groups and
surveys.
③ Engage stakeholders
④ Look upstream: supply-chain
⑤ Collaborate: NGO and competitors
Demographic
Feedback
Stakeholders
Upstream
NGO
Look Outward
59. Demographic
Feedback
Stakeholders
Upstream
NGO
Look Outward
Our research showed that while few customers
use the term ‘sustainability’, there are many
sustainability issues that connect with what
customers really care about. Four common
themes emerged strongly from our research and
have guided the update to our strategy.
67. ①Start with Why
②CEO directed – vision
③Measure – Metrics – Ratings
④Look upstream: supply chain
⑤NGO’s
⑥Lingo and branding
⑦Report – Transparent
⑧Employee engagement
⑨CSR
⑩Tell great stories
Why
CEO
Measure
Upstream
NGO
Lingo and
branding
Report
Employees
CSR
Tell stories
10 Point Checklist
Case Study
68. 1. Make others the hero
2. Speak to audience (no knowledge
gaps)
3. Simple
4. Imagery
5. CTA → call to action
69. "decades, our company has been the industry leader.”
"Our product solves problems, reduces costs, and
increases revenue.”
"We are personally committed to providing the best service."
72. “Build the best product, cause no unnecessary
harm, use business to inspire and implement
solutions to the environmental crisis.”
Why
CEO
Measure
Upstream
NGO
Lingo and
branding
Report
Employees
CSR
Tell stories
73. Why
CEO
Measure
Upstream
NGO
Lingo and
branding
Report
Employees
CSR
Tell stories
"Who are businesses really responsible
to? Their customers? Shareholders?
Employees? We would argue that it's none of
the above. Fundamentally, businesses are
responsible to their resource base. Without a
healthy environment there are no shareholders,
no employees, no customers and no business.”
Yvon Chouinard, Founder, Patagonia
74. Why
CEO
Measure
Upstream
NGO
Lingo and
branding
Report
Employees
CSR
Tell stories
“If the people working for me believe that we do
things to make the world better, to make
businesses take on a greater responsibility not
only to bottom-line profits but also to people and
the planet, then that would be the best legacy.”
Rose Marcario, CEO, Patagonia
83. All told, the compound annual growth rate since
the year after Marcario joined as CFO has been
14%, and profits have more than tripled since
her arrival.
86. Why
CEO
Measure
Upstream
NGO
Lingo and
branding
Report
Employees
CSR
Tell stories
Our work has always begun first by acknowledging that
Patagonia is part of the problem. We make products using
fossil fuels, built in factories that use water and other
resources, create waste and emit carbon into the air. We
ship our products around the world in boxes and plastic
bags. We consume electricity—some generated using
renewable resources and some not—at our corporate
offices, distribution centers and stores. We drive cars and
ride on airplanes. As individuals, we consume products of
all shapes and sizes—probably more than we need.
99. Overstating or exaggerating
Not reporting weaknesses
No sustainability reporting
Wrong words, lingo, or graphics
No CSR - wrong story → no NGO
Overstating
Weaknesses
No report
Wrong lingo
No CSR
Avoid 5 Pitfalls
103. Overstating
Weaknesses
No report
Wrong lingo
No CSR
o Cost is $10,000 (4
kWh)
o Scalable?
o Lithium
o Degradation
o Environmental impact?
o Storage capacity
o Toxic manufacturing
Weakness?
105. What kind of company?
Traditional (no plan)
Sustainability in the DNA
Integrated into Business
Traditional (no plan)
106. ①No sustainability plan or CSR
②They sometimes are selling a ‘green’ product,
and confuse it with their overall mission
③They highlight awards or a green rating
④They use words like, ‘Save the Planet’,
‘Change the World’, ‘Good for the Planet’
⑤Often use ‘eco’ stock images and ‘eco’colors.
They make unsupported claims.
✔
✔
✔
✔
✔
111. Before Q and A
① Identify your company type and your CEO type
② If you fail the above, default to marketing 101
③ Sometimes nothing said is best
④ Tell stories, CSR
⑤ Silence the critics with transparency
⑥ Make it easy for your audience: language and
graphics
⑦ Connect the dots; audit your message
⑧ SMEs are the future of CSR
121. Course Description
Create and Communicate Your
Sustainability Story With Maximum
Impact.
The 5 Sustainability Marketing Pitfalls to
Avoid.
The 3 Rules the Best Sustainability
Marketers Follow.
122. Objectives
Describe how to create a sustainability narrative that is cohesive,
credible, and aligns with overall business objectives.
Share the 5 most common sustainability communication pitfalls.
Describe 3 winning tools used by the best sustainability
marketers
Share key tools to turn a sustainability story into inbound website
traffic, resulting in leads or revenue with effective implementation
of Digital Marketing and capture tools.
Level 200 –
Understanding/Comprehension