October 30, 2012 Best Practice Network Webinar, presented by VolunteerMatch This webinar will introduces “Planet Brands”, a new piece of thought leadership developed by Futerra Sustainability Communications, on the brands that have the potential to drive global, sustainable behavior change. Behavior change is a hot topic and drawing on a decade of research David Willans, Director of Futerra+, will share his expertise on how brands can positively influence consumer behavior to encourage more sustainable lifestyles. Some brands are already 'leveraging' their power to change our behaviors and Futerra has direct experience of how powerful this can be as a potential tool for sustainable development. Futerra recently launched the ‘Planet Brands Index’ containing the 100 brands that they believe can help us all live greener, safer, and more sustainable lifestyles. These are brands that could change the behaviors of billions, for a better future. But they remind us that being named on the Planet Brands Index isn’t a mark of achievement; it’s a call to action. During the webinar you are taken on the Planet Brands journey where you’ll be provided with further invaluable insights from Futerra’s second behavior change installment ‘The Planet Brands Guide’ due to launch in October 2012. You will leave this session with an understanding of what consumer behavior change is and how brands can change behavior using Futerra’s 3Ps of behavioral marketing: Product, Persuasion and Placement. This will be an energetic webinar packed with tips, tools and tactics, complemented by a variety of case studies to bring this learning experience to life. Futerra is one of the first international communications consultancies to specialize solely in sustainable development and corporate social responsibility. It offers the full range of communications services from internal engagement, PR and strategy, to design, digital, web, and brand development. About Our Guest Speaker David Willans has been working in sustainability communications for over a decade. He is a strategist by trade. He has worked with a wide range of sectors and businesses, developing communications strategies for clients including Nike, Asda, Kingfisher, Unilever and the UN. Having previously led Futerra’s strategy and creative teams, David is now Director of Futerra+. Here he is developing new ways Futerra can apply creativity to make sustainable development desirable. He holds a Masters in sustainable development, has judged the IEE Energie Cities and One World Media awards and was a member of the UN Sustainable Lifestyles Taskforce.

1. Planet Brands:
Changing Behavior for Sustainable Social Good
David Willans
Director, Futerra+
Futerra Sustainability Communications
October 30, 2012

2. How To Ask Questions
• Type questions into the box on the
right side of the your screen
• Submit via Twitter to
@VM_Solutions using “#VMbpn”
• We will pose questions at the end of
the presentation
• A copy of the sides will be circulated
after the event
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3. Planet Brands
David Willans
www.futerra.co.uk © 2012 Futerra Sustainability Communications

4. Making sustainable
development so desirable
it becomes normal
www.futerra.co.uk © 2012 Futerra Sustainability Communications

5. Sustainability impact
Footprint Brainprint
The direct impact of the business on The direct impact of the brand on
society and the environment what people think about society
and the environment
Extraction & Production & Product Experience Status Social
Processing Distribution Use Norms
www.futerra.co.uk © 2012 Futerra Sustainability Communications

6. A question
Which brainprint area do you think should be
the biggest priority for brands?
• Experience
• Status
• Social Norms
www.futerra.co.uk © 2012 Futerra Sustainability Communications

7. www.futerra.co.uk © 2012 Futerra Sustainability Communications

8. The brands that could
change the world
www.futerra.co.uk © 2012 Futerra Sustainability Communications

9. Brand Value
Planet
Brands
Scale Sustainability
www.futerra.co.uk © 2012 Futerra Sustainability Communications

10. 100 Planet Brands
Johnson &
Adidas Bank of China China Mobile Facebook Heinz Movistar Pepsi Sony UPS
Johnson
Hewlett-
Allianz Barclays Cisco FedEx Kellogg's Nescafe Philips Sprite Verizon
Packard
BlackBerry
Standard
Amazon.com (Research in Citi Group Ferrari Honda KFC Nestle Ping An Visa
Chartered
Motion)
American
BMW Coca-Cola Ford HSBC Kleenex Nike Pizza Hut Starbucks Vodafone
Express
Apple Budweiser Colgate Gap Hyundai L’Oreal Nintendo RBC Subway Volkswagen
General
AT&T Burberry Corona IBM Louis Vuitton Nissan Red Bull Telecom Italia Wal-Mart
Electric
Audi Canon Danone Gillette ICBC MasterCard Nokia Samsung Tesco Wells Fargo
Thomson
Avon Carrefour Dell Google Intel McDonald’s Oracle SAP Xerox
Reuters
Mercedes-
AXA Cartier Disney Gucci Jack Daniel's Pampers Siemens T-Mobile Yahoo!
Benz
China
Bank of Johnnie
Construction eBay Heineken Microsoft Panasonic Smirnoff Toyota Zara
America Walker
Bank
www.futerra.co.uk © 2012 Futerra Sustainability Communications

11. The 3 Ps of Behavioural
Marketing for Sustainability
www.futerra.co.uk © 2012 Futerra Sustainability Communications

12. The three P’s of behavioural marketing
Product Persuasion Placement
What a brand can
do depends on:
• Material issues
• Brand positioning and
personality
Product Experience Status Social
• Nature of customer
Use Norms
relationship
• Audience profile
www.futerra.co.uk © 2012 Futerra Sustainability Communications

13. Product
www.futerra.co.uk © 2012 Futerra Sustainability Communications

14. Persuasion
www.futerra.co.uk © 2012 Futerra Sustainability Communications

15. Placement
www.futerra.co.uk © 2012 Futerra Sustainability Communications

16. A question
Which P do you think should be the biggest
priority for brands?
• Product
• Persuasion
• Placement
www.futerra.co.uk © 2012 Futerra Sustainability Communications

17. How do you embed
sustainability in your brand?
www.futerra.co.uk © 2012 Futerra Sustainability Communications

18. WWW.FUTERRA.CO.UK
www.futerra.co.uk © 2012 Futerra Sustainability Communications

19. ACCOUNTING GREEN REVENUE
FOR
SUSTAINABILITY
VISION OF A RADICAL ETHICS &
SUSTAINABLE ISSUE
FUTURE CAMPAIGNING
DECOUPLING & PRODUCT
BEHAVIOUR TRANSFORMATION
CHANGE
SCALE & CHOICE EDITING
EMPLOYEE
SUSTAINABILITY
WWW.FUTERRA.CO.UK
www.futerra.co.uk © 2012 Futerra Sustainability Communications

20. WWW.FUTERRA.CO.UK
www.futerra.co.uk © 2012 Futerra Sustainability Communications

21. WWW.FUTERRA.CO.UK
www.futerra.co.uk © 2012 Futerra Sustainability Communications

22. WWW.FUTERRA.CO.UK
www.futerra.co.uk © 2012 Futerra Sustainability Communications

23. WWW.FUTERRA.CO.UK
www.futerra.co.uk © 2012 Futerra Sustainability Communications

24. WWW.FUTERRA.CO.UK
www.futerra.co.uk © 2012 Futerra Sustainability Communications

25. WWW.FUTERRA.CO.UK
www.futerra.co.uk © 2012 Futerra Sustainability Communications

26. WWW.FUTERRA.CO.UK
www.futerra.co.uk © 2012 Futerra Sustainability Communications

27. WWW.FUTERRA.CO.UK
www.futerra.co.uk © 2012 Futerra Sustainability Communications

28. The 3 Ps of Behavioural
Marketing for Sustainability
www.futerra.co.uk © 2012 Futerra Sustainability Communications

29. Five steps to embedding
sustainability into your brand
WWW.FUTERRA.CO.UK
www.futerra.co.uk © 2012 Futerra Sustainability Communications

30. A question
Which step is your business currently on?
• Inspire
• Integrate
• Implement
• Involve
• Innovate
www.futerra.co.uk © 2012 Futerra Sustainability Communications

31. Thank you
david@futerra.co.uk
@davidwillans
@futerra
www.futerra.co.uk © 2012 Futerra Sustainability Communications

32. Q&A
• Type questions into the box on the
right side of the your screen
• Submit via Twitter to
@VM_Solutions using “#VMbpn”
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33. Stay Informed
Blog:
www.VolunteeringIsCSR.org
Twitter:
@VM_Solutions
Newsletter:
Monthly ‘Good Companies’
newsletter - Sign up on the blog!
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34. Upcoming Session: November 13
Big Events:
How To Plan the Perfect Corporate
Day, Week or Month of Service
Tuesday
November 13, 2012
10-11 a.m. PT (1-2 p.m. ET)
Guest Speakers:
David Levinson, Big Sunday
Vicki Carayiannis, FedEx
Register:
https://www1.gotomeeting.com/register/573872592
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