If products could talk…

Alan Knight
Business in the Community
You are at a conference…
…and the next speaker is…

DrAlanKnight
Your product = and the topic is “my
impact on people and nature”?
There is always
good news and bad news…
Good responsibility =
you are comfortable!

DrAlanKnight

5
But the expectation
is changing.

DrAlanKnight

6
• 1990’s – why are being bad - targeted?
• 2000’s – are you bad?
• 2010’s – how good are you?

DrAlanKnight

7
1970 - 1990’s narrative = “Protectionist”
9
Did not know!

10
Minimum
ask of the
consumer,
And a good brand
story.

(choice-editing)

11

Did not know!
Many Stewardship Councils & labeling
schemes
- Forest Stewardship Council
- Pan European Forest Certification
- Canadian S...
Every product had a story, many
stories…

DrAlanKnight

13
Are you bad?
= supplier audits.

DrAlanKnight

14
1990’s = balancing agendas = triple bottom line.
A fair trade banana is a better banana…
but not a responsible or sustainable banana.

16
How can 7 to 9 billion people have bananas?

17
Sustainable world = 9 billion quality and
sustainable lives
• 7 billion people enjoying our current lifestyle
requires 3 p...
Just how good are you?
• “Are you making it easier for 9 billion people
to have access to a quality and sustainable
lives”...
Virgin companies should
“Make a credible
contribution to the creation
of sustainable lifestyles”

New fuels
Digital Future...
A carbon-negative challenge

$25MM prize,…
a proven, commercially viable
design to remove a significant
amount of greenhou...
Shwopping
Shwopping and Streetclub – from telling
customers how good you are – to asking them to
do something different
DrAlanKnight

25
The gap between “responsible” and
“sustainable” is wide enough to fall into.
DrAlanKnight

26
BITC approach – 3 focus points
• The Big Boardroom agenda – a business offer
fit for world of 9 billion quality lives
• Fo...
Conclusions
• Products are talking…
• Good CSR – having entire story in public
domain
• Sustainability – goes the extra mi...
ALONE

€90

RIDE SHARING
€30
€30

€30
Sustainable Brands
“if products could talk”
David Morrell
Our Business ~ Overview

• Founded in 1885 by Solomon
Marshall
• Public Limited Company
• Member of FTSE4Good
• £309.7m tu...
Group of Specialist Businesses

54 Operational sites, including 35 Quarries in
Britain
1 Sourcing / Export office in China...
Marshalls’ Business Model

“Marshalls’ regards Corporate Responsibility as a
journey in the course of which it aims to ali...
Case Study
Marshalls’ Indian Sandstone
Supply Chain ~ Getting Started

Understand the Issues
Plan Practical Solutions
Go B...
Case Study
Product Journey
Case Study
Understanding the Issues
Case Study
Map the supply chain to raw
material extraction
Case Study
Map the supply chain to
packaged product
Case Study
Starting Out

Starting out:
– Need to understand the supply chain
– Engage with suppliers to ‘improve’
– Encour...
Do nothing!
Addressing the issues
Addressing the issues
Addressing the issues
Addressing the issues
Addressing the issues
Addressing the issues

bringing the team together
supply chain owners
procurement
programme managers
NGO / Trade Union
cus...
Fairstone® ~ Branding
Communicate with customers & wider
stakeholders
www.marshalls.co.uk/sustainability
Fairstone® ~ Moving on …

£1 for each m2 of Fairstone® sold is donated to a
dedicated Marshalls – UNICEF project
Fairstone® ~ lessons
• Commitment from your Business
– Why are you doing it?

• Build a stable and trusted supply chain pa...
Building Brand into a
Sustainable Supply Chain

“What would Indian Sandstone
say about Marshalls?”

Thank you

David Morre...
If Products Could Talk: Innovation in the Value Chain
If Products Could Talk: Innovation in the Value Chain
If Products Could Talk: Innovation in the Value Chain
If Products Could Talk: Innovation in the Value Chain
If Products Could Talk: Innovation in the Value Chain
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If Products Could Talk: Innovation in the Value Chain

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These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit http://www.sustainablebrands.com/digital_learning/brand_innovation/if-products-could-talk-innovation-value-chain

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If Products Could Talk: Innovation in the Value Chain

  1. 1. If products could talk… Alan Knight Business in the Community
  2. 2. You are at a conference… …and the next speaker is… DrAlanKnight
  3. 3. Your product = and the topic is “my impact on people and nature”?
  4. 4. There is always good news and bad news… Good responsibility = you are comfortable! DrAlanKnight 5
  5. 5. But the expectation is changing. DrAlanKnight 6
  6. 6. • 1990’s – why are being bad - targeted? • 2000’s – are you bad? • 2010’s – how good are you? DrAlanKnight 7
  7. 7. 1970 - 1990’s narrative = “Protectionist”
  8. 8. 9
  9. 9. Did not know! 10
  10. 10. Minimum ask of the consumer, And a good brand story. (choice-editing) 11 Did not know!
  11. 11. Many Stewardship Councils & labeling schemes - Forest Stewardship Council - Pan European Forest Certification - Canadian Standards Association - Sustainable Forestry Initiative - Indonesia Timber Scheme (LEI) - Malaysian Timber Council - Tropical Forest Trust - Rainforest Alliance - Roundtable on Sustainable Palm Oil - Better Soya Initiative - Better Sugar Cane Initiative - Better Cotton Initiative - Community Mining - Marine Stewardship Council - Marine Aquarium Council - Tourism Stewardship Council - Travel Life - Soil Association - Carbon Label - Forest Disclosure Project - EU Flower - Nordic Swan - Blue Angel and many more… 12
  12. 12. Every product had a story, many stories… DrAlanKnight 13
  13. 13. Are you bad? = supplier audits. DrAlanKnight 14
  14. 14. 1990’s = balancing agendas = triple bottom line.
  15. 15. A fair trade banana is a better banana… but not a responsible or sustainable banana. 16
  16. 16. How can 7 to 9 billion people have bananas? 17
  17. 17. Sustainable world = 9 billion quality and sustainable lives • 7 billion people enjoying our current lifestyle requires 3 planets of natural resources • 9 billion people by 2050
  18. 18. Just how good are you? • “Are you making it easier for 9 billion people to have access to a quality and sustainable lives”? DrAlanKnight 19
  19. 19. Virgin companies should “Make a credible contribution to the creation of sustainable lifestyles” New fuels Digital Futures Fitness and wellbeing 20 20
  20. 20. A carbon-negative challenge $25MM prize,… a proven, commercially viable design to remove a significant amount of greenhouse gases from the atmosphere”
  21. 21. Shwopping
  22. 22. Shwopping and Streetclub – from telling customers how good you are – to asking them to do something different
  23. 23. DrAlanKnight 25
  24. 24. The gap between “responsible” and “sustainable” is wide enough to fall into. DrAlanKnight 26
  25. 25. BITC approach – 3 focus points • The Big Boardroom agenda – a business offer fit for world of 9 billion quality lives • Focus on the ask of the customer (Start) • New and unexpected collaborations DrAlanKnight 27
  26. 26. Conclusions • Products are talking… • Good CSR – having entire story in public domain • Sustainability – goes the extra mile… – Making sustainable lives accessible to all – Having enough materials for 9 billion, poverty free world? – Sustainable Brands – who help make sustainable living accessible to all. DrAlanKnight 28
  27. 27. ALONE €90 RIDE SHARING €30 €30 €30
  28. 28. Sustainable Brands “if products could talk” David Morrell
  29. 29. Our Business ~ Overview • Founded in 1885 by Solomon Marshall • Public Limited Company • Member of FTSE4Good • £309.7m turnover Y2012 • 2,252employees • Head Offices in West Yorkshire
  30. 30. Group of Specialist Businesses 54 Operational sites, including 35 Quarries in Britain 1 Sourcing / Export office in China 2 Operational sites in Europe 6 Brands (Rated a Business Superbrand) Regionally located triangulating the UK Falkirk – Sittingbourne – Bleadon Supplying concrete and natural stone paving and walling for commercial & domestic use together with street furniture & drainage products Data source: Marshalls plc Annual Report 2012
  31. 31. Marshalls’ Business Model “Marshalls’ regards Corporate Responsibility as a journey in the course of which it aims to align its Thinki business values, purpose and strategy with the social, environmental ng economic needs of our stakeholders, and whilst embedding sustainable and ethical business policies and practices in everythingAction we do.” Passion
  32. 32. Case Study Marshalls’ Indian Sandstone Supply Chain ~ Getting Started Understand the Issues Plan Practical Solutions Go Beyond Auditing Building a brand
  33. 33. Case Study Product Journey
  34. 34. Case Study Understanding the Issues
  35. 35. Case Study Map the supply chain to raw material extraction
  36. 36. Case Study Map the supply chain to packaged product
  37. 37. Case Study Starting Out Starting out: – Need to understand the supply chain – Engage with suppliers to ‘improve’ – Encourage – Don’t forget your customers
  38. 38. Do nothing!
  39. 39. Addressing the issues
  40. 40. Addressing the issues
  41. 41. Addressing the issues
  42. 42. Addressing the issues
  43. 43. Addressing the issues
  44. 44. Addressing the issues bringing the team together supply chain owners procurement programme managers NGO / Trade Union customers auditors best practice advisors
  45. 45. Fairstone® ~ Branding
  46. 46. Communicate with customers & wider stakeholders www.marshalls.co.uk/sustainability
  47. 47. Fairstone® ~ Moving on … £1 for each m2 of Fairstone® sold is donated to a dedicated Marshalls – UNICEF project
  48. 48. Fairstone® ~ lessons • Commitment from your Business – Why are you doing it? • Build a stable and trusted supply chain partners – Review procurement practices in your supply chain • Invest in the resources to understand the micro and macro issues in your supply chain – Consider the route cause of the issues? • Consider your sphere of influence – Target resource where it will make the biggest change • Investigate best practice approaches – Look outside your business and sector • Don’t forget to communicate your journey • Don’t stop …
  49. 49. Building Brand into a Sustainable Supply Chain “What would Indian Sandstone say about Marshalls?” Thank you David Morrell Group Head of Sustainability Marshalls plc david.morrell@marshalls.co.uk

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