1. 6 Brand Leadership Strategies
Enabling a Flourishing Future
KoAnn Vikoren Skrzyniarz, Founder/CEO, Sustainable Brands
@SustainBrands
www.sustainablebrands.com
@KoAnn

3. Goals for Today
• Share 6 ways we see brands succeeding while leading the
Way to a Flourishing Future
• Listen / learn / discuss what you see from your perspective
@SustainBrands
www.sustainablebrands.com
@KoAnn

4. Quick Snapshot
• Shifting the world to a sustainable economy by enabling brands to
succeed that lead the way
• Serving 750,000 business leaders through SustainableBrands.com
• Enabling conversation on Facebook, Linked-in, Twitter, Google+, etc.
• Convening the community face-to-face on four continents
• Supporting a member network of 50+ global brands
• Steadily growing 50%+/year since 2007
@SustainBrands
www.sustainablebrands.com
@KoAnn

5. Our Community
@SustainBrands
www.sustainablebrands.com
@KoAnn

6. 6 Ways Brands Are Leading Change
1.
2.
3.
4.
5.
6.
Redefining Sustainability
Engaging Employees
Innovating Products, Services, and Business Models
Communicating Better
Enabling Change
Joining Multi-stakeholder Coalitions
@SustainBrands
www.sustainablebrands.com
@KoAnn

7. Redefining Sustainability
Beyond Green: Sustainable Brands are also about well-being and purpose…
Recommended reading: “Flourishing: A Frank Conversation About Sustainability” by
John Ehrenfeld

8. Engaging Employees
1% Increase in Employee Retention = $81 million increase in profit at SAP
•
Ridesharing app =
36k carpools, saved
400k driving miles, 88
tons of CO2, 2,200
networking days,
$3.1 million in
business value
•
Molson Coors saw a
10% increase in
employee engagement
with its “Our Beer Print”
program
•
£35 million saved, plus
56% energy, 52% water,
40% waste reduction

9. Designing It In
New Products or Services
•
TRESemmé Fresh Start
Dry Shampoos allow
consumers to clean their
hair without using water
•
Evolution in sustainable
product design with
strong sales profile
•
New service offering
leads to greater
insulation sales and
recycling

10. Designing it In
New Business Models
•
Collaborative/Sharing
Economy
•
Circular Economy –
fishing nets to carpeting
•
Product to Service
Innovation

11. Driving Awareness & Engagement
Leading by Example
•
Dell has proven its
commitment to
reducing waste
through constant
packaging innovation.
•
Kendall-Jackson installs
largest PV array of its
kind in the country, with
plans to expand to other
locations
•
Sainsbury’s goes
beyond just zero-waste
with two new “triple zero”
stores: zero emissions,
zero waste, and zero
water impact

12. Driving Awareness & Engagement
Education and Advocacy
•
MOM Brands campaign
to educate consumers
on the benefits of bag
packaging over bag-inbox packaging
•
Chipotle advocates for
natural, organic, local foods
and hopes to educate
consumers through a
game app
•
Care to Recycle
campaign to increase
consumer awareness of
the lack of recycling in
the bathroom

13. Driving Awareness & Engagement
Making it Fun, Sexy, or Cool
•
Fiat markets the 500 for •
its style and performance,
rather than its efficiency,
to make small cars sexy
Sony Electronics uses the
Practically Green
gamification tool to get
employees engaged and
excited about sustainability
•
Sunrise Belongs to Moderate
Drinkers campaign shows that
you can get more out of the
night by drinking responsibly

14. Enabling Change
Providing Feedback, Infrastructure, Support, and Incentives
•
BMW will offer i3 owners a
gas-powered loaner car for
longer trips, removing a
major barrier to adoption of
electric vehicles
•
Real time data to
support and encourage
healthier activity levels
•
Sprint leads the industry
in phone recycling
through internal
infrastructure and
customer incentives

15. Multi-stakeholder Collaboration
Brand Support of Multi-sector Collaboration to Shift Behavior at Scale
•
A coalition of industryleading brands sign up to
support carbon legislation.
Ad runs on jumbo screen in
Times Square
•
How2Recycle labels: Several
industry leaders have joined
together to improve general
consumer recycling
behavior
•
Celebrity musician Will.i.am
teams up with Coca-Cola,
Beats by Dre, and others to
promote products made of
recycled plastic

16. How Can Your Brand Be a Leader?
@SustainBrands
www.sustainablebrands.com
@KoAnn

17. Resources
Library Archive – To access this presentation (bit.ly)
LinkedIn - http://www.linkedin.com/groups/Sustainable-Brands-92408
Facebook – www.facebook.com/sustainablebrands
Twitter - @SustainBrands @KoAnn
www.sustainablebrands.com