Sustainable product & service innovation SEIZING GREEN MARKETING OPPORTUNITIES: HOW TO LINK SUSTAINABILITY TO THE BRAND? Leuven, 25.05.2010 Ines Rothmann Between-us
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?
The train has left the station THE EYE OF THE CUSTOMER
The voice of the consumer Increasing impact on company s CSR programs
Eco-based Perkonomics Rewarding green consumer behaviour
Waste Stream Design Adding value to otherwise wasted materials
Eco-metering The consumer wants to pat him/herself on the back
Green is more economic Minimizing impact by innovating product category
Which Social Issues keep Belgians awake at night? The top 5 issues around people & planet 2 1 3 4 5 Bron: GfK Consumer Scan 2009
How to become a Hulk? A FRAMEWORK FOR LINKING SUSTAINABILITY TO THE BRAND
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?
The authenticity gap: Who is walking the talk? Imago duurzaamheid NL energieleveranciers strookt niet met realiteit. Waardecreatie door beter reputatiemanagement. *Sector rapport: September 2009
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
Balancing the focus of the CSR efforts External Reputation Management Innovation 2009 Orientation 1991 Internal Issue Management Reactive Attitude Efficiency Proactive
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
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
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
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
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
THANK YOU FOR YOUR ATTENTION! QUESTIONS & ANSWERS www.between-us.com ines@between-us.nl
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