Notes from the December 2014 Member Meeting hosted by BASF

1. Sustainable Brands

2. Sustainable Brands

3. • Review latest know-how and case studies
around shifting consumer demand & behavior
• Workshop brand innovation opportunities
through a facilitated interactive exercise
• Discuss potential for new Collaboratory projects
• Ultimately, help drive more sales of sustainable
products, services and business models

4. • CHARLENE WALL-WARREN, BASF
• BROOKE WEIZMANN, BASF
• NOORA MIETTINEN, BASF
• TIM BOHLKE, AVERY DENNISON
• ROSALYN BANDY, AVERY DENNISON
• JONATHAN YOHANNAN, PANERA BREAD
• RACHEL KAUFMAN, JOHNSON & JOHNSON
• JONATHAN MAHER, L'OREAL USA
• RACHEL PACIFICO, L'OREAL USA
• KELLY MOLINARI, L'OREAL USA
• MELISSA MCLEAN, TARGET
• GWEN MIGITA, CAESARS
• JD NORTON, EBAY
• JESSICA SANDERSON, NOVELIS
• HEATHER TANSEY, 3M
• MAUREEN THOLEN, 3M
• ARNOLD BARLOW, UPS
• RAMSAY HUNTLEY, DIRECTV
• GILLIAN BRIGGS, PROCTER & GAMBLE
• ALEX SILVESTER, MATTEL

5. Sustainable Brands

6. • Strong & growing consumer trends include
aspirational shopping, peer-to-peer sharing, maker
movement, quantified self, questioning of authority,
creative activism, on-demand consumption
• Millennials, Aspirationals, Gen Z are driving forces
• Willingness to pay for sustainable products & services
has gone up globally, noticeably, in the last year
• Innovation ‘recipes’ available (SB & Wolff Olins slides)

7. • We are entering an era in which it is increasingly
difficult to speak of a ‘mainstream consumer’ –
instead, this post-mainstream world can be analyzed
through a growing number of distinct social clusters
• There is a lot of confusion around recycling symbols &
infrastructure; a whole-system approach is needed
• There remains a deeply-felt need for simplifying or
‘translating’ complex sustainability terms to consumers

8. • Members prefer to work on tactical wins as a priority
over big projects aimed at changing cultural norms
• Recent studies show that while trust in corporations is
not high overall, trust in ‘sustainability tribes’ within
corporations is a powerful force that could be tapped
• SB Corporate Member companies have a combined
employee base of 4.3 million; we could leverage their
combined power as consumers and influencers

9. • Proposed Collaboratory projects on topic of the day:
 Value vs. Price: Shifting preferences in favor of shopping for
overall value instead of price
 Lexicon of Sust’y: Simplifying & translating sust’y jargon
 Packaging: Improving recycling symbols & collection rates

10. • Proposed Collaboratory projects on other topics:
 Design: Sharing and scaling design tools
 Future-Fit KPIs: Helping shape the Future-Fit Benchmark

11. • Webinar on Design Collaboratory: January 14, 2015
• Webinar on Future-Fit Collaboratory: January, 2015
• Next Corporate Member meeting: March 10/11, 2015
at Caesars Entertainment in Las Vegas
• Workshop on biomimicry: Summer 2015 (TBD)
• Workshop on collaboration: July 2015, SF Bay Area
• SB contacts: Matt Eversman, Patrick McCartan
! Confirmed dates/locations will be announced in the Forum and via email. If you
would like to host a Member Meeting or Workshop, contact Patrick McCartan.

12. Sustainable Brands