The document discusses three levels of brand innovation for sustainability: 1) Leading the consumer by engaging them on sustainability issues through consistent and helpful messaging. 2) Connecting with R&D to spark sustainable innovation through long term collaboration and biomimicry. 3) Creating conditions for change such as shaping contexts and inspiring systemic change through initiatives like Sky Academy that provide opportunities for youth. Case studies from Innocent Drinks, Ecover, and BSkyB are presented to illustrate these three levels of brand innovation for sustainability.
4. The three levels of brand innovation
Sally Uren
CEO, Forum for the Future
Gemma Adams Principal Advisor, Forum for the Future
Louise Stevens Head of Sustainability, Innocent Drinks
Tom Domen
Long-Term Innovation Manager, Ecover
Bella Vuillermoz
Director of Bigger Picture, BSKYB
Rodrigo Bautista
Senior Advisor, Forum for the Future
Sarah Tulej
Sustainability Advisor, Forum for the Future
5. Who are we?
Forum for the Future is an independent non-profit
working globally with business, government and
other organisations to solve complex
sustainability challenges.
15. Marks and Spencer
Budgeted Costs
Expenditure for social &
improvements, with zero cost to
customers.
£40m per annum
Five-Year Results
Net of yearly expenditures &
revenues attributed to Plan A.
2007 – 2008
2008 – 2009
2009 – 2010
2010 – 2011
2011 – 2012
Total Net Revenue Benefit
Return on Investment
Based on full five-year results.
- £40m
Cost neutral
£50m
£70m
£105m
£185m
193%
16. Eccles, Ioannou & Serafiem –
Harvard high/low study
Last updated: 14 Nov 2012
16
18. “The only systems we can afford to employ
are those that rationally serve the planet
first, then all humanity. Not out of some
woolly, bullshit tree-hugging piffle but
because we live on it, currently without
alternatives...”
19. So, why hasn’t
short-term investors
disengaged citizens
sustainability policy
lack of enabling
mainstreamed?
33. Dr Sally Uren
CEO
Email: s.uren@forumforthefuture.org
Skype: forumsallyuren
Twitter: @sallyuren
www.forumforthefuture.org
Company No. 2959712
Charity No. 1040519
34. The three levels of brand-led
innovation
Lead the
consumer
Louise Stevens
Innocent
Connect with
R&D to spark
innovation
Tom Domen
Ecover
Create the
conditions for
change
Bella Vuillermoz
BSKYB
35. Three levels of Brand Engagement in
Sustainability Innovation:
Leading the consumer
Louise Stevens
London, 18th November 2013
36. Three levels of Brand Engagement in
Sustainability Innovation:
Leading the consumer
Louise Stevens
London, 18th November 2013
59. sharing
our consumers feel compelled to share their efforts with us
“Hello Innocent smoothies? My name is
Zoe Fulton and I'm an Art and a Design
student and I thought you might be
interested of looking at my upcycling
design where I created a little table
made out of old wood for the top
and your bottles as legs.”
61. Livewell
in line with our brand commitment to healthy products and sustainability we wanted to
promote discussion on sustainable diets with consumers and the food industry.
77. Ecover is being valued as one of the pioneering leaders
when it comes to sustainable innovation and
entrepreneurship
77
78.
To maintain/build on our leading role & stay ahead of
competition
To inspire systemic change that is needed to face future
sustainability challenges
78
83. VALUE NATURE, EMBRACING BIOMIMICRY
WE ARE NOT HERE TO
PROTECT NATURE, WE
ARE HERE TO VALUE
NATURE.
ONCE WE REALISE THE
VALUE NATURE HAS TO
OFFER US, THE
PROTECTION WILL
BECOME SELF-EVIDENT.
PROJECTIONS ARE THAT
BY 2025, BIO INSPIRED
TECHNOLOGY COULD
REPRESENT $1 TRILLION
OF GDP.*
* ref. The sharks Paintbrush, Jay Harman, 2013
83
84. THE 4 TRANSFORMATIVE BUSINESS MODELS FOR ECOVER
Natural
Born
Cleaners
Glocal
How might
Ecover radically
change the idea
of healthy
living?
Intelligent
Cleaning
84
System
Healthy
Home
85. THE 4 TRANSFORMATIVE BUSINESS MODELS FOR ECOVER
Natural
Born
Cleaners
Glocal
How might
Ecover radically
change the idea
of healthy
living?
Intelligent
Cleaning
85
System
Healthy
Home
86. HOW TO DESIGN A BUSINESS MORE
LIKE AN ECO-SYSTEM?
86
88. FIND THE BEST IN NATURE
• Fully biobased
• Sourced from non-food biomass (side streams)
• Grown locally, made locally
• Based on Global knowledge in ‘biotech’
2012 :
APP active
ingredients
from waste
Greenpalm &
2009 : Switch
from tropical oil Bonsucro
feedstock
certifications
(palm oil) to
for all tropical
local feedstock
feedstocks
(rapeseed)
2013 - 2015 :
move to algal
soaps
& experiment
with GLOCAL
buisiness
model
100%
biobased
2018:
Introduction
of range of
active
ingredients
sourced
from waste,
through
algae or
microorganisms
2020:
Biobased
locally
sourced
from agro
sidestreams
or waste /
sustainable
agriculture
SINCE 1979: PIONEERING IN FINDING MORE SUSTAINABLE
SOURCES FOR OUR ACTIVE INGREDIENTS AND PACKAGING
88
90. TO BIOLOGICAL FEEDSTOCK PLATFORMS
• FROM SINGLE CELL
ORGANISM TO ANY
KIND OF OIL
• INCREDIBLY PURE
AND CLEAN
• EFFICIENT PROCESS
• BEST
ENVIRONMENTAL
PERFORMANCE (LCA)
• TRANSPARENT
SUPPLY CHAIN
90
92. OUR FUTURE INGREDIENTS GOING LOCAL?
Mapping the
biomass potential
of a defined area
Catalyst for local
biotech business
To market a range
of end products,
based on optimal
use of biomass
* ref. www.theguardian.com
92
95. SEEING THE BIGGER PICTURE
Our approach to sustainable business
POSITIVE IMPACT OF OUR
DAY-TO-DAY BUSINESS
HOW WE DO BUSINESS
REACHING BEYOND OUR
BUSINESS
TO MAKE A POSITIVE
DIFFERENCE
BELIEVE IN BETTER ETHOS
95
100. Sky Academy creating
1 million opportunities for young people
Sky Academy
Skills Studios
Sky Sports
Living for Sport
Sky Academy
Scholarships
Sky Academy
Starting Out
100