Helen Hughes, Sustainability StrategistDesign Day 2010, Norwegian Design Council , 17th March 2010

Towards sustainabilityDesigning brands for a better tommorrow

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Creative entrepreneurs

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With an eye on the issues

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Towards sustainability

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Designing brands for a better tommorrow

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Environmental (planet) Economic (profit)Social (people)

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The key impactsIt’s not about one thing or the other

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Our approach: a strategic decisionIt should be at the core

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New, complex challenges in the marketing brief

Increasing costs Market forces Growing consumer concern

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Our approachStrategic A roadmap encompassing short, medium and long-term goals

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Taking consumers on a journey:

“The important thing here is being ahead of them.”

Brand green:10 features for success’ Forum for the Future

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Our philosophy: pull not pushIdentifying tangible benefits

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A catalyst for

breakthrough innovation rather than a barrier.

Brand green:10 features for success’ Forum for the Future

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No-one said it was going to be easyNot about one-off activity

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But it can be rewarding Leadership opportunities

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Our approach: a strategic decisionEvident throughout the brand

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No-one said it was going to be easyWe’ve got to be in it for the long haul

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But it can be rewarding Consumer trust and new marketsNGO and local community endorsementEarlier involvement in supply chain innovation programmesRecognition via trade awards

Thank you

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