Brand Collaboration to Shift Systems and Drive Shared Benefit - With Sally Uren & Co.

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This session, led by one of the global leaders in driving whole systems shift toward sustainability, brings together multiple brands from various market sectors in an interactive session aimed at drawing out practical ways brands can collaborate to drive commercial success for both individual brands and the collective. In small group discussions, representatives from leading brands including Tesco, AzkoNobel, Ella's Kitchen, BskyB, Kingfisher and Café Direct, will share how they are working together to mainstream sustainability, tackle business risks and drive business model innovation -- and what they're getting out of it. You'll come away with insights into how to identify opportunities for pre-competitive collaboration that can benefit the whole, and how to assemble and measure the success of multi-stakeholder coalitions.

Sally Uren, Deputy Chief Executive, Forum for the Future

David Cornish, Post-Use Product Recovery Manager, AzkoNobel

Andrew Jenkins, Sustainability Development Manager - Products, Boots

Lucy Carver, Director of Bigger Picture, BSkyB

Nicola Pearson, Commercial Director, Café Direct

Lorin May, Head of EU Sustainability & Charity, eBay

Sarah Bright, Head of Giving Stuff Back, Ella's Kitchen

Alex Duff, Corporate Affairs Manager, Kingfisher

Bill Eyres, Head of Sustainability, O2

Michelle Colley, Senior Brand Manager, Tata Global Beverages

Andrew Yeo, Head of Supply Chain Carbon Reduction, Tesco

Jane Ashton, Director of Group Sustainable Development, Tui Travel

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Brand Collaboration to Shift Systems and Drive Shared Benefit - With Sally Uren & Co.

  1. 1. Brand Collaboration to Shift Systems andDrive Shared Benefit¡  Sally Uren, Deputy Chief Executive, Forum for the Future Sustainable Brands London Conference
  2. 2. Brand collaboration to shift systems and drive shared benefit Sally Uren, Deputy Chief Executive | Forum for the Future0
  3. 3. objectives• How is the 2012 Sustainability and Brands Roundtable working together and what are they getting out of it?• What are the practical ways brands can collaborate?• Why and how could pre-competitive, and competitive, collaborations work for your brand?
  4. 4. agenda2.00 sustainability and brands2.10 hear from the 2012 Sustainability & Brands Roundtable2.25 exercise: explore opportunities for brands to collaborate2.55 what you could do next3.00 finish
  5. 5. Leading company transformation15 years experience working with ambitiouscompanies who want to develop strategiesthat combine sustainability and businesssuccess, providing resilience and innovatingnew opportunities for future successInnovation coalitionsBring together groups to solve biggersustainability challenges - including wholeindustry collaborations, commodity supplychains, and smaller problem solving andscaling up alliances.We take a whole systems approach.
  6. 6. the world’schanging fast
  7. 7. = moving from v1.0 to v2.0 short-term investors disengaged citizens for brands, business & lack of enabling policy sustainability
  8. 8. short-term investorswe want to but disengaged citizenscan’t until… lack of enabling policy
  9. 9. to do the right thing wherecollaborate to it is profitableblast throughbarriers to make the right thing more profitable
  10. 10. to do the right thing where1. with consumers,profitable it is idea-makers, your peers = open collaboration to make the right thing2. with your supply chain more profitable3. with your industry or category
  11. 11. Futurescapes | Sony open collaboration project
  12. 12. to do the right thing where1. with consumers profitable it is and idea-makers, your peers to make the right thing2. with your supply chain = vertical more profitable collaboration3. with your industry or category
  13. 13. Eco rating | O2supply chain collaboration project90%
  14. 14. to do the right thing where1. with consumers profitable it is and idea-makers, your peers to make the right thing2. with your supply chain more profitable3. with your industry or category = horizontal collaboration4. with your industry or category
  15. 15. Sustainable Shipping Dairy 2020Initiativeindustry collaboration project industry collaboration project• ship-owners, charterers and operators• shipbuilders, engineers and service providers• banks and insurers• classification societies• shipping companies
  16. 16. to do the right thing where1. with consumers profitable it is and idea-makers, your peers2. with your supply chain right thing to make the more profitable3. with your industry or category4. across industries or categories = multi-stakeholder collaboration
  17. 17. Palm Oilmulti-stakeholder collaboration projectin 2011 5+ million tonnes, or 10% of the total amount of palm oil produced globally, was certified through the Roundtable on Sustainable Palm Oil 21
  18. 18. Sustainability and Brands 2012 Roundtable
  19. 19. exercise to explore opportunities forbrands to collaborate1. explore and identify some of the risks and opportunities2. pick one significant risk or opportunity How could you act on it? How could working with others enable you to go further?3. identify the type of collaboration that would work best
  20. 20. What next?
  21. 21. What next?
  22. 22. Brand collaboration to shiftsystems and drive shared benefitSally Uren, Deputy Chief Executive | Forum for the Futurelet’s continue the conversations…

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