Wsj Eco Conference

Mutual Social Responsibility – Where is green going?

An evolving social business landscape ,[object Object],[object Object],[object Object],[object Object],We see consumers [willing to pay] up to a 10% premium for ethical brands. The issue is that organic, fair trade, etc. were charging an average of 45% or more... we still see growth.

The evolution of green ,[object Object],[object Object],BUSINESS STRATEGY 2006 - Today TACTICAL OFFENSE 2001 - 2005

From bi-lateral partnerships with business and NGOs… TECHNICAL MARKETING SOURCING

… to consumers now in the game Brand Personalization Civil Society Company Consumer Consumer Empowerment Company’s New Social Role

Key questions Q: Is green a new minimum standard or a premium offer? Q: What is the role of NGO partnerships, today? Q: How best to market?

Consumer behavior: Aspiration vs. Reality ,[object Object],[object Object],[object Object],2 nd Annual goodpurpose Global Consumer Study, 2009 ,[object Object],[object Object],[object Object],[object Object],[object Object]

Light Green vs. Dark Green: The right mix for the right constituency OPERATIONAL REALITY CONSUMER PERCEPTION Credible - not easy - engagement about your brand Mirror, mirror : Am I sustainable? Green product + green brand halo = Ever-higher expectations Can technical excellence translate to consumer consideration?

Q: Is green a new minimum standard or a premium offer? ,[object Object],[object Object],[object Object],OPERATIONAL EXCELLENCE & TECHNICAL INNOVATION CONSUMER-FACING & PRODUCT CHARACTERISTICS COMBINATION

Q: What is the role of NGO partnerships, today? A: Partnerships still provide technical expertise and social license fixes for business . Now the expectation is for business to fix society’s problem . ,[object Object],[object Object],[object Object],[object Object],TRADITIONAL PARTNERSHIPS WHAT’S NEXT?

[object Object],[object Object],[object Object],Q: How best to market? COLLECTIVE POWER OF INDIVIDUAL ACTIONS ,[object Object],[object Object],[object Object],Energy Efficiency for Ireland

And the media… ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],*Corporate Responsibility & Sustainability Communications: Who’s Listening? Who’s Leading? What Matters Most, 2007

The era of Mutual Social Responsibility Combine corporate reputation & brand marketing ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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