2009 FMI Sustainability Summit

630 views

Published on

A presentation titled Inside Out delivered at the 2009 Food Marketing Institute Sustainability Summit held in San Francisco, CA. This show was co-prepared and co-presented with Mitch Baranowski of BBMG and Jackie DeLice of Zunda Group.

Published in: Design, Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
630
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
0
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

2009 FMI Sustainability Summit

  1. 1. Inside Out The Complete Green Retail Design Story FMI Sustainability Summit August 19, 2009 Bill Sweet Kevin O’Donnell | Mitch Baranowski | Jackie DeLise
  2. 2. “A Change Is Gonna Come” (green branding and marketing from the outside-in and the inside-out) Food Marketing Institute Sustainability Summit Aug. 17, 2009
  3. 3. About BBMG A new kind of marketing firm, dedicated to the intersection of branding, sustainability and innovation. Founded in 2003, offices in New York and San Francisco, 35+ design awards. Learn more at bbmg.com.
  4. 4. It’s Easy Being Green Today Or is it? Green has gone mainstream. And for many companies, it’s not just a philosophy. It’s a marketing strategy.
  5. 5. The Question Before Us What marketing strategies can you use to tell an authentic story so longtime customers and new ones will trumpet your brand far and wide? Is this the right question...?
  6. 6. Conscious Consumers Green is up. Trust is down. And consumers are redefining value in the new economy. It’s about value and values.
  7. 7. Take Amanda “I won’t compromise on the quality of the food I buy. I will no longer walk into my corner grocery store and buy organic milk for five dollars. I’ll wait. If I can’t get to Trader Joe’s and buy it for $3.50, I’ll go without it for that day and a half.” – Amanda, 40s, married, children, CA
  8. 8. MADE IN THE USA LOCALLY GROWN ENERGY EFFICIENT Trustworthy NON-TOXIC ORGANIC Claims? NO ANIMAL TESTING ALL NATURAL ENVIRONMENTALLY-FRIENDLY HORMONE or PESTICIDE-FREE GREEN CAGE-FREE OR FREE-RANGE FAIR TRADE CARBON NEUTRAL
  9. 9. How Do You Know? Of 2,000 consumers we surveyed, one in four have no way of knowing if a company’s claims are valid. Only 5% turn to company advertising. Only 4% look for a CSR report.
  10. 10. Who Is Least/Most Socially Responsible? Walmart tops both lists: The Walmart Paradox. Interestingly, 41% of respondents could not name a single socially responsible company.
  11. 11. Who Will Win the Trust Mark Wars? Of 400+ seals vying for attention, only three have decent awareness. Familiarity does not equal favorability. Nor does it translate into intent to purchase.
  12. 12. Familiarity & Intent to Purchase 89% 87% familiarity 62% intent to purchase 56% 45% 45% 23% 21% 18% 19% 18% 7% 7% 6%
  13. 13. Familiarity & Intent to Purchase familiarity intent to purchase 17% 14% 12% 11% 11% 6% 6% 5% 5% 4% 6% 2%
  14. 14. Why Care About Conscious Consumers? Three times more likely to be early adopters. Younger. Wired. Four times more likely to spread the word (+/-). Eager to reward. Quick to punish.
  15. 15. As more consumers ask not “What am I buying?” but “What am I buying into?” winning brands will distinguish themselves with more authentic stories and engaging experiences using a new branding paradigm.
  16. 16. SUSTAINABLE BRANDS Brand 1.0 Brand 2.0 Logo & Tagline Experience Product Empowering Platform Marketing Movement Transaction Transformation Monologue Exponential Dialogue Buying Being What HOW
  17. 17. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Storytelling
  18. 18. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Storytelling Most Americans have their first retail experience before they are six months old.
  19. 19. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
  20. 20. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Industrial Age Business Model Virtually endless supply of cheap raw materials. Abundant and inexpensive power. Plentiful low cost labor that’s easy to replace. The ability to externalize environmental costs.
  21. 21. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Gray Economy Planet Power People Profit Green Economy
  22. 22. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative sustainability matrix Planet Power People Profit Resource Energy Eliminate Net Zero Green Preservation Conservation Toxins Cost Waste Embodied Locally Life Cycle Greener Reduction Energy Cultivated Cost Closed Loop Alternative Nurturing Ecosystem Greenest Systems Supply Environments Cost
  23. 23. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative sustainability matrix Planet Power People Profit Resource Energy Eliminate Net Zero Green Preservation Conservation Toxins Cost Waste Embodied Locally Life Cycle Greener Reduction Energy Cultivated Cost Closed Loop Alternative Nurturing Ecosystem Greenest Systems Supply Environments Cost
  24. 24. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Recycle : Post-Consumer Content 3Form IceStone Stardust Glass Bedrock Industries Shetkaworks Interstyle Eleek
  25. 25. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Recycle : Post-Consumer Content
  26. 26. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Recycle : Pre-Consumer Content Junckers Ekobe Kerei Habitus Alkemi Biofiber Wheat COR Products Constantine Carpet
  27. 27. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Recycle : Pre-Consumer Content
  28. 28. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Repurposed Appalachian Hardwoods Terra Mai Trestlewood Colonial Barn Mountain Lumber West Lincoln Barnboard
  29. 29. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Repurposed
  30. 30. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Rapidly Renewable Plyboo End Grain Dura Palm Nova Cork Nova Cork Constantine Carpet Maya Romanoff
  31. 31. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Rapidly Renewable
  32. 32. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Reduced Virgin Resources Ancient Woods Kauri Lumber Kauri Veneer Halm Lumber LA Treasures
  33. 33. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Panelite Rethink Manufacturing 01/29/2007 12:19 AM Interstyle Fusion Plexwood Panelite Modular Arts Interlam Caba
  34. 34. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Rethink Manufacturing
  35. 35. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Locally Cultivated
  36. 36. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Locally Cultivated
  37. 37. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Locally Cultivated
  38. 38. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Locally Cultivated
  39. 39. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Industrial Waste source: Ray Anderson, CEO of Interface Carpet 1 32
  40. 40. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Industrial Waste source: Ray Anderson, CEO of Interface Carpet 1 32
  41. 41. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Industrial Waste source: Ray Anderson, CEO of Interface Carpet TRASH
  42. 42. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Industrial Waste source: Ray Anderson, CEO of Interface Carpet TRASH
  43. 43. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative Meat Seafood Cheese Bakery Produce Deli Floral Checkout
  44. 44. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
  45. 45. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
  46. 46. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
  47. 47. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
  48. 48. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
  49. 49. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
  50. 50. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
  51. 51. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
  52. 52. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative sections cut from 2 x 6 lumber (species to be determined) stained edges painted pattern eye bolt screwed into threaded rod Specialty painted MDF letters with brushed Salads stainless steel face stainless steel 3D view & sketches side front Kitchen Address Whole Foods Market Wellington, Florida Specialty Salads August 22, 2008 KT3.3
  53. 53. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative sections cut from 2 x 6 lumber (species to be determined) stained edges painted pattern eye bolt screwed into threaded rod Specialty painted MDF letters with brushed Salads stainless steel face stainless steel 3D view & sketches side front Kitchen Address Whole Foods Market Wellington, Florida Specialty Salads August 22, 2008 KT3.3
  54. 54. The Green Packaging Story
  55. 55. “The perfect is the enemy of the good.” Voltaire Banana
  56. 56. Pangea Organics
  57. 57. Pangea Organics Soap
  58. 58. Pangea Organics Plantable Packaging
  59. 59. Waste . . . A Big Idea
  60. 60. • Waste Gone Good
  61. 61. Terracycle
  62. 62. Terracycle
  63. 63. Waste Gone Great
  64. 64. Coca-Cola Drink2Wear
  65. 65. Coca-Cola PlantBottle
  66. 66. 2009 2010 Coca-Cola PlantBottle
  67. 67. Frito Lay
  68. 68. Solar Power
  69. 69. Compostable Packaging
  70. 70. Back to Nature
  71. 71. Marcal Small Steps
  72. 72. “It is not the strongest species that survive, nor the most intelligent, but the ones who are most responsive to change”. Charles Darwin What is True
  73. 73. Thank You j.delise@zundagroup.com kevin@threadcollaborative.com mbaranowski@bbmg.com williamsweet@pricechopper.com

×