Major cultural events such as the World Cup, the Oscars or the Olympics offer a unique opportunity for brands, media and other stakeholders (from cities to trade associations and NGO's) to collaborate to drive global focus to the needs of a changing world. Leveraging this opportunity to both create needed culture shift and also brand benefit can be a tricky tight rope to walk. In this session, stakeholders who were actively involved in the supporting the greening of the London Olympics discuss the hits and misses from their perspective, drawing out principles for leveraging brand voice to build purposeful attention to important issues while also building brand respect, loyalty and value.

1. Culture Shift: Sustainability, Brands & the
London Olympics
¡ Peter Harris, Director of Sustainability EMEA, UPS
¡ Joel Morris, Public Affairs & Communications
Director, Coca-Cola Great Britain & Ireland
¡ Alexis Olans, Senior Global Program Manager,
adidas Better Place, adidas
¡ Phil Cumming, Corporate Sustainability Manager,
The London Organising Committee of the Olympic
and Paralympic Games (LOCOG)
Sustainable Brands
London Conference

2. Culture Shift: Sustainability, Brands & the
London Olympics
¡ Peter Harris, Director of Sustainability EMEA, UPS
Sustainable Brands
London Conference

3. Sustainable Olympic Logistics
Peter Harris, Director of Sustainability, UPS EMEA 28 November 2012
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4. Sustainable Olympic Logistics
• What is Sustainability?
• UPS EMEA Sustainability Priorities
• London 2012
2

5. What is Sustainability?
The business strategies and activities that meet the needs of the enterprise and
its stakeholders today while protecting, sustaining and enhancing the human and
natural resources that will be needed in the future.
Social Economic
Environmental
3

6. What is Sustainability?
Brand enhancement Revenue gain
Risk management
Public affairs Employee engagement
Cost reduction
4

7. UPS EMEA Sustainability Priorities
• Social – inequality of opportunity
─ Strong volunteering programmes
─ ‘Beyond compliance’ in Health Safety
─ UPS Foundation, including Humanitarian Relief Programme
─ Strong stance on anti-corruption
5

8. UPS EMEA Sustainability Priorities
• Environmental –
• Climate change
• Measure, Manage, Mitigate
• City air quality, waste, noise
and congestion
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9. London 2012
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10. London 2012
Initiatives - Environmental – Climate and City – Innovation and Legacy
• Modal shift – barges
• Road and warehouse efficiency
• Alternative technology vehicles
• Carbon measurement and mitigation
• Waste management
Brand Benefit
• External and internal
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11. London 2012
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12. London 2012
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13. Telematics
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14. London 2012
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15. London 2012
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16. London 2012
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17. London 2012
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18. Carbon Mitigation - UPS carbon neutral
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19. Waste Management
• Reduce, Re-use, Recycle
• 94% of waste recycled
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20. London 2012
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21. countmein@ups.com
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22. Thank you
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23. Culture Shift: Sustainability, Brands the
London Olympics
¡ Alexis Olans, Senior Global Program Manager,
adidas Better Place, adidas
Sustainable Brands
London Conference

24. ADIDAS
THE SUSTAINABLE GAMES
Sustainable brands conference
November 2012

25. “London 2102 is by far the most sustainable approach
we’ve ever taken – not just to the Olympics but to any
global event. Every athlete who wears adidas at the
Games will wear products with sustainable content.”
- Simon Cartwright, VP Olympics

26. CORPORATE Need Environmental strategy slide! (picture of grass and wheels
in a cog)
OBJECTIVES
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27. CORPORATE
OBJECTIVES
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28. 90% of all Olympic articles
designed + developed with sustainable content
100% volunteer kit
100% athlete village wear
100% torchwear
70% on-field athlete wear
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29. LONDON VOLUNTEERS
Building with SUSTAINABLE MATERIALS:
100% rPES Games Makers Jacket
100% rPES Polo top
100% rPET water bottle
rPES multi-function bag + pant + cap
Organic cotton socks
Highly sustainable Footwear
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30. USING BESPOKE
TO IMPROVE IN-RANGE
FLUID TRAINER
PATTERN: 70% efficiency
UPPER: 50% recycled
MID OUTSOLE: 10% recycled
SOCKLINER: 20% recycled
REUSED toolings
70K London Volunteers
wore the Fluid Trainer
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31. Linking once-in-a-lifetime olympics
To all season
Sustainable performance at the nba
30% less Weight
Improved 4 way streatch
Dries 2x faster
64% rec. PES
HD Jour Fixe 3/7/12 8

32. RAISING
CONSUMER
AWARENESS
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33. PRESENTING
SUSTAINABLE
INNOVATION
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34. LESSONS
LEARNED
From london 2012:
Pay attention to horizontal coordination
Discussion of sustainability is PRE-games
Attendees do not “discover on their own”
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35. EXPECTATIONS
OF
FUTURE EVENTS
Expectations
Sustainability Trend: increased breadth and depth
topic now seems“required” for hosts
Proactive action expected from sponsors
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36. Thank you
Alexis olans
Alexis.olans@adidas.com
Global program manager, adidas better place
HD Jour Fixe 3/7/12 13