Embedding Sustainability Concepts in Above the Line Campaigns
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Lessons and Trade-offs in Embedding a Sustainability Concept into an Above-the-Line Marketing Campaign
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Embedding Sustainability Concepts in Above the Line Campaigns
- 4. What’s the idea? 0055/1/11/210/124014 4 4
- 5. 05/11/2014 5
- 8. 05/11/2014 8
- 9. Who are we? We sell enough wood to stretch across the Atlantic. Enough Wallpaper, Ladders to…. We’re a 30,000 people business I’d like to introduce you to one of them …. 05/11/2014 9
- 10. 05/11/2014 10
- 11. This is Ben. Ben hates peat. 05/11/2014 11
- 12. He hates polystyrene even more. But he loves re-imagining the future 05/11/2014 12
- 13. small plant 05/11/2014 13
- 14. Ben With non lit bulb Ben thought really hard 05/11/2014 14
- 15. Then he had a bright idea 05/11/2014 15
- 17. C05/o11/2i0r14 in a tea-bag. Really17?
- 18. 05/11/2014 18
- 19. 05/11/2014 19
- 20. 05/11/2014 20
- 21. 05/11/2014 21
- 22. About that light bulb moment..... 05/11/2014 22
- 23. 05/11/2014 23
- 24. 9 of 10 people say a company must act with integrity at all times BUT… 68% Don’t trust brands 05/11/2014 24 (Cohne & Wolfe Age of Authenticity 2014)
- 25. Imagination inspiration Tyres Underpants Broken Cars Plant trays 05/11/2014 25
- 26. Lessons & Trade-Offs in Embedding a Sustainability Concept into an Above the Line Campaign 05/11/2014 26
- 27. Lessons & Trade-Offs in Embedding a Sustainability Concept into an Above the Line Campaign Be more Ben 05/11/2014 27
- 28. Thank You 05/11/2014 28
Editor's Notes
- One Planet ----- Meeting Notes (04/11/2014 07:15) ----- Lots of Science But @ B&Q no Spreadsheet Sustainability
- One Planet
- ----- Meeting Notes (04/11/2014 07:15) ----- The big idea is... there isn't one. So has anyone been to the Tower of London recently?
- ----- Meeting Notes (04/11/2014 07:15) ----- lots and lots of small ideas.
- So many products inspire stories
- Whilst we’re on lightbulbs, in 2015 we will sell our last ever incandescent light bulb, and our current range offers customers the widest choice of low energy lighting solutions in the UK all at great value – we are constantly working with suppliers to improve the standards of what’s available as we strive to help customers reduce their energy usage. All our new stores are lit with LED and in the last 5 years we’ve updated lighting to LED in over 70% of our stores. Because we work to improve our energy consumption, we better understand how to help customers with theirs. This is the latest piece of innovation...........(bulb you were talking about) Back to Ben’s story .....
- Meet Ben...... First and foremost he’s a buyer – but he cares about the bigger picture, and doing things the right way as well as profitably He saw an opportunity and had the courage to shake up a very entrenched industry and make changes no-one would have thought feasible Being a good buyer he was looking for ways to reduce costs, being a good citizen he was also concerned about the amount of rubbish that we created with polystyrene He figured if he could make the packaging smaller he could save some transport costs - as it turned out he saved growing costs too (grow more per greenhouse). Speaking of transport costs, Ben scored a double whammy because lots of our lorries run on dual fuel, which meant an even lower carbon impact for those plants.
- Ben’s lightbulb moment - the problem he needed to solve was how to keep the plants separate in the new recyclable tray. His truly bright idea was to use teabags to contain the compost in a neat little parcel. How on earth did he get the compost into a tea bag? Even cleverer. The compost is in fact made from coir (which comes from the husk of a coconut). It’s dehydrated to make a very small disc that sits inside the teabag. All we do is add water (not boiling!) and the coir swells back to full size inside the teabag - hey presto – a perfect package of compost in which to plant a seedling. Oh – and the really awesome bit - coir compost is completely sustainable (it’s a coconut processing waste product) and using it has allowed us to get rid of peat in the growing of all our bedding plants which is a massive step towards our target of being peat free by 2020 and of driving the growing media industry as a whole to look for alternatives to peat and start telling customers exactly what’s in the bag Whilst we’re on industry leading initiatives let me take a moment to tell you about our work on VOCs – those nasty poisonous chemicals that evaporate off paint.
- ...our new bedding plant packaging is made from recycled plastic and is recyclable after use. EasyGrow means 22,000m2 polystyrene is no longer heading for landfill each year. But there was a slight problem with the trays – customers like to be able to lift out their plants one at a time and in this tray there were no compartments. How on earth to separate the plants? That’s when Ben had a lightbulb moment
- Whilst we’re on lightbulbs, in 2015 we will sell our last ever incandescent light bulb, and our current range offers customers the widest choice of low energy lighting solutions in the UK all at great value – we are constantly working with suppliers to improve the standards of what’s available as we strive to help customers reduce their energy usage. All our new stores are lit with LED and in the last 5 years we’ve updated lighting to LED in over 70% of our stores. Because we work to improve our energy consumption, we better understand how to help customers with theirs. This is the latest piece of innovation...........(bulb you were talking about) Back to Ben’s story .....
- ...our new bedding plant packaging is made from recycled plastic and is recyclable after use. EasyGrow means 22,000m2 polystyrene is no longer heading for landfill each year. But there was a slight problem with the trays – customers like to be able to lift out their plants one at a time and in this tray there were no compartments. How on earth to separate the plants? That’s when Ben had a lightbulb moment
- And at the same time consumers are changing their viewpoint profoundly – as I shared with you at the start. They expect organisations to behave responsibly. In the UK, 93% of UK say it’s important businesses communicate honestly about products/services and 87% say a company should communicate about its sustainability measures. But only 20% of people think that brands communicate honestly about their commitments and promises. And 68% don’t trust brands. (source: Havas Media Trusted Brands 2014, Cohn Wolfe Authenticity 2014) So it’s all about building trust and authenticity in an atmosphere of profound distrust and cynicism – which is why this is a whole new challenge for marketeers, and why we have to think differently. In just the same way that it’s a challenge for our manufacturers, a challenge for our buyers and a challenge for our customers communicating sustainability is a whole new kettle of fish. Doing what we’ve always done won’t work because it’s a new problem that requires a new ways of thinking about communications.