Three levels of
brand innovation
Creating #theBIGshift through innovation
The three levels of brand innovation
Sally Uren

CEO, Forum for the Future

Gemma Adams Principal Advisor, Forum for the F...
Who are we?
Forum for the Future is an independent non-profit
working globally with business, government and
other organis...
Where are we?

London
New York
Mumbai
Singapore
Single column layout
•

A bullet point goes here

•

Another bullet point
And one more

•
Heading to a
VUCA world
short-term investors
disengaged citizens
lack of enabling policy

On the right path
The rise of the sharing economy
Business model experimentation
Fusion of ‘new’ and ‘old’ economy
short-term investors
disengaged citizens
lack of enabling policy

A water-tight business
case
Marks and Spencer
Budgeted Costs

Expenditure for social &
improvements, with zero cost to
customers.

£40m per annum

Fiv...
Eccles, Ioannou & Serafiem –
Harvard high/low study

Last updated: 14 Nov 2012
16
short-term investors
And the non-tree huggers
disengaged citizens
lack of up
are waking enabling policy
“The only systems we can afford to employ
are those that rationally serve the planet
first, then all humanity. Not out of ...
So, why hasn’t
short-term investors
disengaged citizens
sustainability policy
lack of enabling
mainstreamed?
System innovation
short-term for
= #theBIGshift investors
disengaged citizens
lack of brands
businesses andenabling policy
Brands as system innovators

Shaping the
context for
a brighter
future

Innovating
to win on
that path
The three levels of brand-led
innovation

Lead the
consumer

Connect with
R&D to spark
innovation

Create the
conditions f...
short-term investors
disengaged citizens
lack of enabling policy

Lead the consumer on
sustainability
Connect with R&D to
short-term investors
disengaged citizens
spark sustainablepolicy
lack of enabling
innovation
2028
medium-term
innovations
immediate
innovations

2013

2015

longer-term
innovations

2030
short-term investors
disengaged citizens
lack of enabling policy

Create the conditions for
change
Create the conditions for change
Dr Sally Uren
CEO
Email: s.uren@forumforthefuture.org
Skype: forumsallyuren
Twitter: @sallyuren

www.forumforthefuture.org...
The three levels of brand-led
innovation

Lead the
consumer
Louise Stevens
Innocent

Connect with
R&D to spark
innovation
...
Three levels of Brand Engagement in
Sustainability Innovation:
Leading the consumer
Louise Stevens
London, 18th November 2...
Three levels of Brand Engagement in
Sustainability Innovation:
Leading the consumer
Louise Stevens
London, 18th November 2...
hello
an innocent story

what is sustainability?

engaging the consumer
we started small
product is king
today we have a family of smoothies & juices for all occasions
1 in 3 UK households bought an innocent
europe
from a UK base we are now sold in a few other places too
tone
an innocent story

what is sustainability?

engaging the consumer
we think sustainability is about…

leaving things a little bit
better than we find them
why do we want to be
sustainable?
core philosophy
an over-riding principle by which we make all decisions : The Nursing Home Test

a business we can
be prou...
our values
the values are in everyone
strategy

Sustainable
Brand

Sustainable
Ingredients

Sustainable
Production

Sustainable
Packaging

Sustainable
Legacy

w...
an innocent story

what is sustainability?

engaging the consumer
who’s the weirdo on the right?
1) be consistent
our brand promise
what we’re up to
we talk to our consumers about what we do and what we think is important
relevant
compelling, highly shareable content to promote worldwide sustainability initiatives.
sharing
our consumers feel compelled to share their efforts with us

“Hello Innocent smoothies? My name is
Zoe Fulton and ...
2) be helpful
Livewell
in line with our brand commitment to healthy products and sustainability we wanted to
promote discussion on susta...
simple
WWF provided guidance on the key steps to follow
simple
we also used our smoothie cartons to expand on two of the points a little bit more, whilst
still keeping the messag...
helpful
we then applied the principles to the nations favourite recipes, producing easy to use recipe
cards for our consum...
3) be different
Supergran
that little bobble hat started us thinking…
Supergran
…why not put woollen hats on our smoothies during the winter to keep them warm?
THE BIG KNIT
Grace got 69,033 likes and over 3000 shares
on Facebook.

which makes
this our most
popular post
ever.
influence
the importance of getting the message out to a wider audience
thank you
76
Ecover is being valued as one of the pioneering leaders
when it comes to sustainable innovation and
entrepreneurship

77




To maintain/build on our leading role & stay ahead of
competition
To inspire systemic change that is needed to face ...
79
IN AN OPEN COLLABORATION PROCESS

…

80
IMAGINE…

81
IMAGINE
THE ULTIMATE NATURAL CLEANING
SYSTEM
INVENTED BY NATURE,
MADE THROUGH SCIENCE AND
CREATIVITY

82
VALUE NATURE, EMBRACING BIOMIMICRY
WE ARE NOT HERE TO
PROTECT NATURE, WE
ARE HERE TO VALUE
NATURE.
ONCE WE REALISE THE
VAL...
THE 4 TRANSFORMATIVE BUSINESS MODELS FOR ECOVER

Natural
Born
Cleaners

Glocal

How might
Ecover radically
change the idea...
THE 4 TRANSFORMATIVE BUSINESS MODELS FOR ECOVER

Natural
Born
Cleaners

Glocal

How might
Ecover radically
change the idea...
HOW TO DESIGN A BUSINESS MORE
LIKE AN ECO-SYSTEM?
86
MALLORCAN PILOT CASE

LOCAL
DEMAND

GLOBAL R&D

ISLAND
CASE

LOCAL
RESOURCES

87

INDUSTRIAL
PRODUCTION, SMALL
SCALE
FIND THE BEST IN NATURE
• Fully biobased
• Sourced from non-food biomass (side streams)
• Grown locally, made locally
• Ba...
FROM THE NEXT GENERATION OF ECOSURFACTANTS…

89
TO BIOLOGICAL FEEDSTOCK PLATFORMS

• FROM SINGLE CELL
ORGANISM TO ANY
KIND OF OIL

• INCREDIBLY PURE
AND CLEAN
• EFFICIENT...
NO MORE GEOGRAPHIC RESTRICTIONS

91
OUR FUTURE INGREDIENTS GOING LOCAL?
Mapping the
biomass potential
of a defined area

Catalyst for local
biotech business

...
MADE POSSIBLE TODAY!

INTRODUCTION OF ALGAL BASED SOAP AS FROM…

93
Sustainable Brands
Bella Vuillermoz
18th November 2013
SEEING THE BIGGER PICTURE
Our approach to sustainable business
POSITIVE IMPACT OF OUR
DAY-TO-DAY BUSINESS

HOW WE DO BUSIN...
96
Sky Academy creating
1 million opportunities for young people
Sky Academy
Skills Studios

Sky Sports
Living for Sport

Sky...
Sky Academy Skills Studio

101
Sky Sports Living for Sports

102
Sky Academy Scholarships

103
Sky Academy Starting Out

104
Creativity and the Arts

105
107
Three Levels of Brand Engagement In Sustainability Innovation
Three Levels of Brand Engagement In Sustainability Innovation
Three Levels of Brand Engagement In Sustainability Innovation
Three Levels of Brand Engagement In Sustainability Innovation
Three Levels of Brand Engagement In Sustainability Innovation
Three Levels of Brand Engagement In Sustainability Innovation
Three Levels of Brand Engagement In Sustainability Innovation
Three Levels of Brand Engagement In Sustainability Innovation
Three Levels of Brand Engagement In Sustainability Innovation
Three Levels of Brand Engagement In Sustainability Innovation
Three Levels of Brand Engagement In Sustainability Innovation
Three Levels of Brand Engagement In Sustainability Innovation
Three Levels of Brand Engagement In Sustainability Innovation
Three Levels of Brand Engagement In Sustainability Innovation
Three Levels of Brand Engagement In Sustainability Innovation
Three Levels of Brand Engagement In Sustainability Innovation
Three Levels of Brand Engagement In Sustainability Innovation
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Three Levels of Brand Engagement In Sustainability Innovation

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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/three-levels-brand-engagement-sustainability-innovation

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Three Levels of Brand Engagement In Sustainability Innovation

  1. 1. Three levels of brand innovation Creating #theBIGshift through innovation
  2. 2. The three levels of brand innovation Sally Uren CEO, Forum for the Future Gemma Adams Principal Advisor, Forum for the Future Louise Stevens Head of Sustainability, Innocent Drinks Tom Domen Long-Term Innovation Manager, Ecover Bella Vuillermoz Director of Bigger Picture, BSKYB Rodrigo Bautista Senior Advisor, Forum for the Future Sarah Tulej Sustainability Advisor, Forum for the Future
  3. 3. Who are we? Forum for the Future is an independent non-profit working globally with business, government and other organisations to solve complex sustainability challenges.
  4. 4. Where are we? London New York Mumbai Singapore
  5. 5. Single column layout • A bullet point goes here • Another bullet point And one more •
  6. 6. Heading to a VUCA world
  7. 7. short-term investors disengaged citizens lack of enabling policy On the right path
  8. 8. The rise of the sharing economy
  9. 9. Business model experimentation
  10. 10. Fusion of ‘new’ and ‘old’ economy
  11. 11. short-term investors disengaged citizens lack of enabling policy A water-tight business case
  12. 12. Marks and Spencer Budgeted Costs Expenditure for social & improvements, with zero cost to customers. £40m per annum Five-Year Results Net of yearly expenditures & revenues attributed to Plan A. 2007 – 2008 2008 – 2009 2009 – 2010 2010 – 2011 2011 – 2012 Total Net Revenue Benefit Return on Investment Based on full five-year results. - £40m Cost neutral £50m £70m £105m £185m 193%
  13. 13. Eccles, Ioannou & Serafiem – Harvard high/low study Last updated: 14 Nov 2012 16
  14. 14. short-term investors And the non-tree huggers disengaged citizens lack of up are waking enabling policy
  15. 15. “The only systems we can afford to employ are those that rationally serve the planet first, then all humanity. Not out of some woolly, bullshit tree-hugging piffle but because we live on it, currently without alternatives...”
  16. 16. So, why hasn’t short-term investors disengaged citizens sustainability policy lack of enabling mainstreamed?
  17. 17. System innovation
  18. 18. short-term for = #theBIGshift investors disengaged citizens lack of brands businesses andenabling policy
  19. 19. Brands as system innovators Shaping the context for a brighter future Innovating to win on that path
  20. 20. The three levels of brand-led innovation Lead the consumer Connect with R&D to spark innovation Create the conditions for change
  21. 21. short-term investors disengaged citizens lack of enabling policy Lead the consumer on sustainability
  22. 22. Connect with R&D to short-term investors disengaged citizens spark sustainablepolicy lack of enabling innovation
  23. 23. 2028 medium-term innovations immediate innovations 2013 2015 longer-term innovations 2030
  24. 24. short-term investors disengaged citizens lack of enabling policy Create the conditions for change
  25. 25. Create the conditions for change
  26. 26. Dr Sally Uren CEO Email: s.uren@forumforthefuture.org Skype: forumsallyuren Twitter: @sallyuren www.forumforthefuture.org Company No. 2959712 Charity No. 1040519
  27. 27. The three levels of brand-led innovation Lead the consumer Louise Stevens Innocent Connect with R&D to spark innovation Tom Domen Ecover Create the conditions for change Bella Vuillermoz BSKYB
  28. 28. Three levels of Brand Engagement in Sustainability Innovation: Leading the consumer Louise Stevens London, 18th November 2013
  29. 29. Three levels of Brand Engagement in Sustainability Innovation: Leading the consumer Louise Stevens London, 18th November 2013
  30. 30. hello
  31. 31. an innocent story what is sustainability? engaging the consumer
  32. 32. we started small
  33. 33. product is king today we have a family of smoothies & juices for all occasions
  34. 34. 1 in 3 UK households bought an innocent
  35. 35. europe from a UK base we are now sold in a few other places too
  36. 36. tone
  37. 37. an innocent story what is sustainability? engaging the consumer
  38. 38. we think sustainability is about… leaving things a little bit better than we find them
  39. 39. why do we want to be sustainable?
  40. 40. core philosophy an over-riding principle by which we make all decisions : The Nursing Home Test a business we can be proud of
  41. 41. our values
  42. 42. the values are in everyone
  43. 43. strategy Sustainable Brand Sustainable Ingredients Sustainable Production Sustainable Packaging Sustainable Legacy who we are what we use how we make it how we deliver it what we contribute
  44. 44. an innocent story what is sustainability? engaging the consumer
  45. 45. who’s the weirdo on the right?
  46. 46. 1) be consistent
  47. 47. our brand promise
  48. 48. what we’re up to we talk to our consumers about what we do and what we think is important
  49. 49. relevant compelling, highly shareable content to promote worldwide sustainability initiatives.
  50. 50. sharing our consumers feel compelled to share their efforts with us “Hello Innocent smoothies? My name is Zoe Fulton and I'm an Art and a Design student and I thought you might be interested of looking at my upcycling design where I created a little table made out of old wood for the top and your bottles as legs.”
  51. 51. 2) be helpful
  52. 52. Livewell in line with our brand commitment to healthy products and sustainability we wanted to promote discussion on sustainable diets with consumers and the food industry.
  53. 53. simple WWF provided guidance on the key steps to follow
  54. 54. simple we also used our smoothie cartons to expand on two of the points a little bit more, whilst still keeping the messages simple
  55. 55. helpful we then applied the principles to the nations favourite recipes, producing easy to use recipe cards for our consumers to download.
  56. 56. 3) be different
  57. 57. Supergran that little bobble hat started us thinking…
  58. 58. Supergran …why not put woollen hats on our smoothies during the winter to keep them warm?
  59. 59. THE BIG KNIT
  60. 60. Grace got 69,033 likes and over 3000 shares on Facebook. which makes this our most popular post ever.
  61. 61. influence the importance of getting the message out to a wider audience
  62. 62. thank you
  63. 63. 76
  64. 64. Ecover is being valued as one of the pioneering leaders when it comes to sustainable innovation and entrepreneurship 77
  65. 65.   To maintain/build on our leading role & stay ahead of competition To inspire systemic change that is needed to face future sustainability challenges 78
  66. 66. 79
  67. 67. IN AN OPEN COLLABORATION PROCESS … 80
  68. 68. IMAGINE… 81
  69. 69. IMAGINE THE ULTIMATE NATURAL CLEANING SYSTEM INVENTED BY NATURE, MADE THROUGH SCIENCE AND CREATIVITY 82
  70. 70. VALUE NATURE, EMBRACING BIOMIMICRY WE ARE NOT HERE TO PROTECT NATURE, WE ARE HERE TO VALUE NATURE. ONCE WE REALISE THE VALUE NATURE HAS TO OFFER US, THE PROTECTION WILL BECOME SELF-EVIDENT. PROJECTIONS ARE THAT BY 2025, BIO INSPIRED TECHNOLOGY COULD REPRESENT $1 TRILLION OF GDP.* * ref. The sharks Paintbrush, Jay Harman, 2013 83
  71. 71. THE 4 TRANSFORMATIVE BUSINESS MODELS FOR ECOVER Natural Born Cleaners Glocal How might Ecover radically change the idea of healthy living? Intelligent Cleaning 84 System Healthy Home
  72. 72. THE 4 TRANSFORMATIVE BUSINESS MODELS FOR ECOVER Natural Born Cleaners Glocal How might Ecover radically change the idea of healthy living? Intelligent Cleaning 85 System Healthy Home
  73. 73. HOW TO DESIGN A BUSINESS MORE LIKE AN ECO-SYSTEM? 86
  74. 74. MALLORCAN PILOT CASE LOCAL DEMAND GLOBAL R&D ISLAND CASE LOCAL RESOURCES 87 INDUSTRIAL PRODUCTION, SMALL SCALE
  75. 75. FIND THE BEST IN NATURE • Fully biobased • Sourced from non-food biomass (side streams) • Grown locally, made locally • Based on Global knowledge in ‘biotech’ 2012 : APP active ingredients from waste Greenpalm & 2009 : Switch from tropical oil Bonsucro feedstock certifications (palm oil) to for all tropical local feedstock feedstocks (rapeseed) 2013 - 2015 : move to algal soaps & experiment with GLOCAL buisiness model 100% biobased 2018: Introduction of range of active ingredients sourced from waste, through algae or microorganisms 2020: Biobased locally sourced from agro sidestreams or waste / sustainable agriculture SINCE 1979: PIONEERING IN FINDING MORE SUSTAINABLE SOURCES FOR OUR ACTIVE INGREDIENTS AND PACKAGING 88
  76. 76. FROM THE NEXT GENERATION OF ECOSURFACTANTS… 89
  77. 77. TO BIOLOGICAL FEEDSTOCK PLATFORMS • FROM SINGLE CELL ORGANISM TO ANY KIND OF OIL • INCREDIBLY PURE AND CLEAN • EFFICIENT PROCESS • BEST ENVIRONMENTAL PERFORMANCE (LCA) • TRANSPARENT SUPPLY CHAIN 90
  78. 78. NO MORE GEOGRAPHIC RESTRICTIONS 91
  79. 79. OUR FUTURE INGREDIENTS GOING LOCAL? Mapping the biomass potential of a defined area Catalyst for local biotech business To market a range of end products, based on optimal use of biomass * ref. www.theguardian.com 92
  80. 80. MADE POSSIBLE TODAY! INTRODUCTION OF ALGAL BASED SOAP AS FROM… 93
  81. 81. Sustainable Brands Bella Vuillermoz 18th November 2013
  82. 82. SEEING THE BIGGER PICTURE Our approach to sustainable business POSITIVE IMPACT OF OUR DAY-TO-DAY BUSINESS HOW WE DO BUSINESS REACHING BEYOND OUR BUSINESS TO MAKE A POSITIVE DIFFERENCE BELIEVE IN BETTER ETHOS 95
  83. 83. 96
  84. 84. Sky Academy creating 1 million opportunities for young people Sky Academy Skills Studios Sky Sports Living for Sport Sky Academy Scholarships Sky Academy Starting Out 100
  85. 85. Sky Academy Skills Studio 101
  86. 86. Sky Sports Living for Sports 102
  87. 87. Sky Academy Scholarships 103
  88. 88. Sky Academy Starting Out 104
  89. 89. Creativity and the Arts 105
  90. 90. 107

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