SEIZING GREEN MARKETING OPPORTUNITIES: HOW TO LINK SUSTAINABILITY TO THE BRAND?

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1 Sustainable product & service innovation SEIZING GREEN MARKETING OPPORTUNITIES: HOW TO LINK SUSTAINABILITY TO THE BRAND? Leuven, Ines Rothmann Between-us

2 Agenda 1. The eye of the consumer: Increasing traction of sustainability 2. How to become a Hulk: A framework for linking sustainability to the brand?

3 The train has left the station THE EYE OF THE CUSTOMER

4 The voice of the consumer Increasing impact on company s CSR programs

5 Eco-based Perkonomics Rewarding green consumer behaviour

6 Waste Stream Design Adding value to otherwise wasted materials

7 Eco-metering The consumer wants to pat him/herself on the back

8 Green is more economic Minimizing impact by innovating product category

9 Which Social Issues keep Belgians awake at night? The top 5 issues around people & planet Bron: GfK Consumer Scan 2009

10 How to become a Hulk? A FRAMEWORK FOR LINKING SUSTAINABILITY TO THE BRAND

11 Effective CSR is as simple as A-B-C-D Authenticity: what issues should the company address? Value proposition should be consistent with company values and principles? There should be a clear link with the core business: which topics make sense and what is credible? Avoid 7 sins of green-washing: green should become normal How to increase commitment and passion throughout the company?

12 The authenticity gap: Who is walking the talk? Imago duurzaamheid NL energieleveranciers strookt niet met realiteit. Waardecreatie door beter reputatiemanagement. *Sector rapport: September 2009

13 Effective CSR is as simple as A-B-C-D Authenticity: what issues should the company address? Value proposition should be consistent with company values and principles? There should be a clear link with the core business: which topics make sense and what is credible? Avoid 7 sins of green-washing: green should become normal How to increase commitment and passion throughout the company? Business Purpose: 4 areas for value creation Reputation Management Product Innovation Issue Management/License to operate Efficiency Gains

14 Balancing the focus of the CSR efforts External Reputation Management Innovation 2009 Orientation 1991 Internal Issue Management Reactive Attitude Efficiency Proactive

15 Effective CSR is as simple as A-B-C-D Authenticity: what issues should the company address? Value proposition should be consistent with company values and principles? There should be a clear link with the core business: which topics make sense and what is credible? Avoid 7 sins of green-washing: green should become normal How to increase commitment and passion throughout the company? Consistency: with other initiatives Business Purpose: 4 areas for value creation Reputation Management Product Innovation Issue Management/License to operate Efficiency Gains

16 Effective CSR is as simple as A-B-C-D Authenticity: what issues should the company address? Value proposition should be consistent with company values and principles? There should be a clear link with the core business: which topics make sense and what is credible? Avoid 7 sins of green-washing: green should become normal How to increase commitment and passion throughout the company? Consistency: with other initiatives Business Purpose: 4 areas for value creation Reputation Management Product Innovation Issue Management/License to operate Efficiency Gains Distinctiveness: from competition

17 The relevance of brand issues Not all players in a sector should address the same topics Social Issue ING Bank Rabobank Sector Starvationand Poverty 8,6% 14,9% 14,7% Stewardship 14,8% 14,2% 15,2% Health Promotion 9,9% 12,6% 10,2% Infant Mortality 2,5% 8,5% 5,9% Natural Energy Sources 13,6% 7,8% 8,4% Framework

18 Need: peace and security puritanism, security orientation Finding our sustainable customer Normal rules of marketing apply Need: to have materialism, price orientation Dreamers Homebodies Settled Adventurers Rational-Realists Need: to live a passionate life hedonism, pleasure Open-minded Organics Demanding Need: to be postmaterialism, quality orientation

19 Summary Sustainability is a double vision challenge! 1. Think inside out and outside in 2. Act now to avoid a defensive approach 3. ABCD: Authentic, Business Purpose, Consistent and Distinctive

20 THANK YOU FOR YOUR ATTENTION! QUESTIONS & ANSWERS

21 Over Between-us Duurzame klantoplossingen die leiden tot hogere merkwaarde Between-us helpt sinds 1997 bedrijven, overheden en woningcorporaties in Nederland, Scandinavië en Zwitserland bij het creëren van stakeholder valuedoor duurzame klantoplossingen. Het optimaal inspelen op de behoeften van belanghebbenden komt tot uiting in kostenreducties, kwaliteitsverbeteringen, toegenomen werknemerstevredenheid, een betere reputatie en een stijging van de merkvoorkeur. Between-us ontwikkelt stakeholder value door middel van het verduurzamen van de toeleveringsketen en het ontwikkelen van een integrale MVO strategie. Onze innovatieve, mensgerichte aanpak onderscheidt zich door de inspirerende verbinding die Between-us maakt tussen zakelijkheid en creativiteit. Between-us is actief deelnemer in de discussie rondom duurzame innovatie en maatschappelijk rendement.zo publiceren we regelmatig cases in toonaangevende tijdschriften en geven we gastcolleges aan de Zwitserse business school IMD, TiasNimbas, de ImagineeringAcademyvan de NHTV en het Deense Kaospilots; een bedrijfskundige opleiding voor sociale innovatie. Tot slot is Between-us initiatiefnemer van het Green Heroes Sustainable Innovation Network, een internationaal non profit platform om groene start ups en professionals aan elkaar te verbinden.

22 Some references