Added Value Branding for Good Sustainable Webinar May 23 2011 0

Branding for Good Webinar

Monday 23rd May 2011 16:00pm GMT

Added Value Branding for Good Sustainable Webinar May 23 2011 1

RESERVES

13 years

8 years

By 2030, water consumption is

predicted to outweigh natural

renewal rates by up to 60%

Disappearing resources

Silver

Hafnium

39% of our living

species are in

serious danger

97% decline in cod reserves over

the past 5 years

25% of our cultivated soil is

threatened by desertification

Primary forests are disappearing at 3% each year

in Africa and South America

"God forbid that India should ever take to industrialism after the manner of the West… If

(our nation) took to similar economic exploitation, it would strip the world bare like locusts.”

Mahatma Gandhi

Added Value Branding for Good Sustainable Webinar May 23 2011 2

A plethora of sustainable commitments and initiatives

touching every link in the supply chain

Chilled by

the sun:

Solar

powered

ice cream

cabinets

PG tips's

partnership with

Rainforest

Alliance

Save up to 80%

of the energy in

every load by

switching to cold

with Tide®

Coldwater. *

Waste reductions

20% thinner,

12% less solid

waste

Added Value Branding for Good Sustainable Webinar May 23 2011 3

Resulting in the paradoxes of consumer feeling confused

and trapped

76% of UK consumers in 2010

vs. 82% in 2007 claim to be

concerned about environmental

issues.

22% of UK consumers in 2010

vs. 14% in 2005 think there is

too much concern about the

environment.

*Sources: Mintel Oxygen (GB TGI, BRMB/Mintel) , National Statistics 2010

75% of UK consumers believe

people have a duty to recycle.

60% of UK consumers take

positive steps to reduce the energy

they use.

44% are prepared to make

lifestyle compromises to benefit the

environment.

Added Value Branding for Good Sustainable Webinar May 23 2011 4

Sensitise

Inform the consumer of their impacts

Simplify

Make sustainability easy

The 6 S’s of

anti-waste

Social pressure

Use social norming as a tool

Say it again and again

Repeat and remind the consumers to

keep behaviours top of mind

$ave

Motivate action by showing the

consumer how their can save

money

Seduce and Surprise

Make sustainability enjoyable, fun

and surprising

Waste less

Added Value Branding for Good Sustainable Webinar May 23 2011 5

1. Sensitise

Provide information to help

consumers become more aware

of their impacts.

Eco Shower Drop

Alert me at Google

ToutAllantVert.com

Fiat Eco: Drive

Toyota – A Glass of Water App

Added Value Branding for Good Sustainable Webinar May 23 2011 6

2. $ave

Propose products that help

consumers reduce their

expenses.

Prius

IQ Cleaning

Tesco Green Clubcard Points

Eco Balls

BumGenius

Added Value Branding for Good Sustainable Webinar May 23 2011 7

3. Say it again and again

Repeat and remind at key usage

moments to help instill new

reflexes

M&S charging for bags

Ariel washing temperature

Nokia charging

Green charger

Added Value Branding for Good Sustainable Webinar May 23 2011 8

4. Simplify

Make the fight against waste

easy

Quick Cup

Hippo Water Saver

EuroStar

Dyson Airblade

Added Value Branding for Good Sustainable Webinar May 23 2011 9

5. Seduce and Surprise

Develop products that are as

pleasurable as they are

sustainable.

Nike

Green&Blacks

Timberland Earthkeeper boots

Aveda

Added Value Branding for Good Sustainable Webinar May 23 2011 10

6. Social pressure

Capitalise on the effects of

norming.

Anya Hindmarch I’m not a plastic bag

Hotel room sign

Opower

Recycle bank incentives

Best Buy

O Power

75% of people staying in

this room participated in

our new environmental

protection initiative.

They used their towels

several times. You too

can join them.

Added Value Branding for Good Sustainable Webinar May 23 2011 11

Share more

New connections

that redefine

consumption

behaviours

Added Value Branding for Good Sustainable Webinar May 23 2011 12

An idea that has come of age

Auto-sharing

Added Value Branding for Good Sustainable Webinar May 23 2011 13

The sharing of luxury

Added Value Branding for Good Sustainable Webinar May 23 2011 14

Fair trade North and South

Added Value Branding for Good Sustainable Webinar May 23 2011 15

Sharing risks and knowledge through consortiums

Added Value Branding for Good Sustainable Webinar May 23 2011 16

Hybrid companies: a new model

Danone Grameen

Added Value Branding for Good Sustainable Webinar May 23 2011 17

Sharing funding: a new form of investment

Added Value Branding for Good Sustainable Webinar May 23 2011 18

Brands that are starting to listen and truly co-create

Added Value Branding for Good Sustainable Webinar May 23 2011 19

Ethics pays

Added Value Branding for Good Sustainable Webinar May 23 2011 20

Leslie Pascaud

Leslie Pascaud is Director of Added Value's Sustainable Marketing Practice which she founded in

2006 in recognition of a market need to reveal the unmet commercial potential for more responsible

brands and businesses. Since then, she has helped clients use sustainable development as a

springboard for innovation and brand building.

Prior to her current role, Leslie acted as innovation thought-leader for the Added Value Group

worldwide.

Email: l.pascaud@added-value.com

Direct Tel: +33 (0)153453089

Mobile: +33 (0)608489858

Switchboard: +33 (0)153453400

Added Value Paris, 9 rue St, Florentin, 75008, Paris, France