Professional Documents
Culture Documents
objectives
Share Forums latest thinking on WHY collaboration between sustainability and marketing is needed
Provide a framework to make the case for marketing and sustainability teams working together
Inspire with case studies how to (and how not to) create initiatives between these two teams
Co-create vehicles/tools to make the case for sustainability and marketing teams joining forces
agenda
4.15 4.20 4.45 4.55 5.15 5.25 6.05 Welcome and introductions Brands and sustainability Make the case Table discussion Break Inspiration from speakers A word from our hosts-Vizeum
Extremely useful to hear insights on how other organisations are dealing with sustainability. Reassuring its not a company, but an industry challenge. Can learn from each others experiences. Marketing
Weve had separate meetings with Pret. We are half competitive, but the Roundtable gives us a safe place to express challenges, trust each other and carry on beyond that. We wouldnt have talked otherwise as were always in a commercial situation. Marketing
We now know what we want to move forward with. Im keen to focus in one particular area next, and do some real work on it together. Sustainability
bathrooms
Bathroom system designers and manufacturers
House builders
DIY retailers
Energy companies
DIY advis
Local authorities
Users
Furniture retailers
Lifestyle magazines 12
Introductions
What sparked your interest in todays workshop? What would you like to take away from today?
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...
Apple
Method
Connect with R&D to short-term investors disengaged citizens spark sustainable lack of enabling policy innovation
Wandular
A device for life
It's risky
B&Q survey
No FOMO*
34
Yes
Yes
Yes
Yes
Yes
Yes
supplemente d by.
Framing
Think Feel Do
Think Feel Do
Think I think that sustainability and CSR can be important and is gaining momentum, but I cant really see how it can help me. We dont speak the same language. Feel I feel disconnected from them
Think Sustainability and CSR can help me do my job better to unlock demand and drive growth for the brand and longterm health of the company Feel The CSR/sustainability team get marketing and the brand and I need to work with them Do Put in a meeting with them
Do Be nice to the CSR/sustainability team, but spend my time on other things that are more core to my job
Brand Deliver/enhance the brand promise Strengthen with brand reputation/loyalty/brand metrics Risk management will weaken brand metrics is seen not to be more sustainability focused
Examples from category or similar categories/brands they respect where brands have financially gained from following a sustainability path Evidence that share price can be linked to prosustainability brands
Examples from category or similar categories/brands they respect where brands have increased audience size Evidence of increasing number of consumers more likely to buy green or sustainable products Own customer groups propensity to buy is going up
Brands in category or similar categories/brands they respect are beating competition by pursuing this path Demonstrate that acting sustainability is becoming a hygiene factor for competitiveness
Brand Deliver/enhance the brand promise Strengthen with brand reputation/loyalty/brand metrics Risk management will weaken brand metrics is seen not to be more sustainability focused
Articulate why and how adopting a more sustainable approach is aligned and enhance the brand promise How this can drive key brand measures The sequence that other brands are incorporating sustainability dont be the unsustainable one
On trend Sustainability as the next business standard and marketing as core driver to this Emerging strategic business direction
Personal reputation Sustainability as something that leaders in marketing are doing Other brands are on this, so should you/dont let us get left behind
How sustainability has opened up new products/services for others in category/similar categories How sustainability can open up growth for brand How the best talent wants to work for brands that has a strong sustainability focus Staff survey on desire to be more sustainability minded
On trend Sustainability as the next business standard and marketing as core driver to this Emerging strategic business direction
Personal reputation Sustainability as something that leaders in marketing are doing Other brands are on this, so should you/dont let us get left behind
Personal success is being achieved by marketers moving into this area e.g. awards/public profile Highlight examples where not acting in a more sustainable fashion has lead to marketing personnel on those brands getting in to trouble
I can help you do your job better: Whats the compelling narrative? E.g.:
Enhance personal success and reputation
Increase sales, growth & key brand metrics
Building sustainability into the brand can enhance the delivery of the brand promise
Sustainability is a key business trend that the company should be exploiting
Questions
What do your marketers want? How can you articulate CSR/sustainability in a way that helps them do their jobs better?
supplemente d by.
From Bea
The fact is that we are all afraid of hearing the truth and of not being able to do something about it; after all, we are human beings. "Being vulnerable is a very scary place. You have to sit and think through how you can handle it. The most important thing is the actions we take and there is no question we believe we have to act. "We cannot solve the problem on our own and it cannot be solved by one action. It will take courage for every company to stand up and for every individual to take action."
Guardian, 7th June 2013
How is what you at work helping towards the future that we want?
WE Helping clients grow, helping the agency grow, helping Britains creative reputation I Good job, great people, interesting work, well paid
PLANET Getting people to buy more and more stuff drives Per Capita Consumption. A major cause of Climate Change WE Helping clients grow, helping the agency grow, helping Britains creative reputation I Good job, great people, interesting work, well paid
HEAD
HEART
Questions
How can you engage the marketing team in a way that emotionally engages them as people? How can you create a different awareness of the effects of Stimulating Demand? Can you frame it as a tension that they can take responsibility to resolve and provide the opportunity to begin to resolve that tension?
Group discussions
1. 2.
What stands out from what youve just heard? Share your own experience internally of making the case
(break)
Sharing insights
Tom Berry Kimberly-Clark Sarah Westwood Our Design Agency
My brand
In pairs, share your main takeaways from the day Discuss: what can I do tomorrow that will help me to achieve my objectives?
Workshop 5
Revisit 2012 and planning together
Workshop 6
Behaviour change
Workshop 7
Storytelling into action
Workshop 8
Marketing vision
Workshop 9
Deep dives and Individual challenges
April
May
June
September
October
Workshop 10
Turning insight into action Meeting generation 2
Workshop 11
Campaigns that go BOOM Meeting generation 2
To the pub!