Sustainable Brands 2009 Conference

may 31st through june 4th, 2009 at
the monterey conference center

sustainable brands
conference

P LATINUM sp o n s o rs

TM

Welcome to Sustainable Brands ‘09!
Thank you for making the decision to join us this week. When times are tough, it can be hard to take
time out to think strategically about how the obstacles of the moment can be turned on their head
into new opportunity for your business. The fact that you are here suggests that you and those around
understand the value of innovation. And this shared understanding itself is bound to lead to the kind of
dynamic conversation we have come to expect at Sustainable Brands events.

We are at a key moment in history, with severe challenges to our economic, environmental and social
infrastructures threatening to disrupt the potential for continued improvement in global human welfare.
But the good news is, we are uniquely equipped to respond. And for those with ingenuity and an under-
standing of the many ways the world is changing around us, this is also a time of enormous opportunity
to create new business value by better balancing the needs of a stressed planet with the desires of an
expanding population set on ‘improving’ their standard of living.

Our goal this week is simple. First, we hope to give you new perspective on the many factors driving
opportunity for those building more sustainable brands. Second, we want to inspire you by sharing just
some of the ongoing innovation for sustainability that is happening all around us. And finally, we want
to help you more successfully collaborate, and more effectively communicate your sustainable value
to your stakeholders, so that in the end you will deepen customer and employee loyalty, drive revenue,
and increase the value of your brand.

Beyond that, we hope to spark a lively conversation about how the definition of ‘a better life’ is chang-
ing, and how we and the brands we build can, and must play a role in helping evolve what it is we
aspire to as humans.

For those looking for new ideas and tools to help grow your business, we’re sure you’ll find several this
week. For those also wanting to engage in conversation about how we might apply our collective re-
sources and talents to creating a more sustainable future for all, we’re sure you’ll find that as well. We
take pride in the first, but it’s the possibility of what we might do when we pool our shared individual,
brand and community efforts that truly excites us.

With best regards in our shared pursuit, and anticipation of the conversations about to get started. We
look forward to participating in what is about to unfold.

KoAnn Vikoren Skryniarz
Founder/President
Sustainable Life Media

P REMIUM sp o n s o rs

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conf e r e n c e s c h e d u l e

sunday, may 31st, o pening day

OPENING NIGHT SPONSORED BY: EarthEraTM

5:30- 7:00 pm OPENING NIGHT: Brands and The Future - Opening remarks from Sustainable Life Media CEO, KoAnn Vikoren Skrzyniarz, Presenta-
STEINBECK tions by Jez Frampton, Group CEO, Interbrand, Owen Rogers, Partner and Consumer Experience Design Lead, IDEO and Duke Stump,
Forum Chief Architect, North Star Manifesto, Lauralee Alben, Founder, Alben Design, LLC

7:00- 9:00 pm Welcome Reception - Meet and mingle with a world class gathering of sustainable brand innovators from across the US and beyond
Portola Atrium as you extend your partner and peer network in new, directions. Sample fine wines from four of California’s leading sustainable wine
regions: Livermore Valley, Mendocino County, Monterey County, and Sonoma Valley - the perfect setting to extend your partner and
peer network in new directions. Beer sponosred by New Belgium Brewery. Eco-friendly cocktails sponsored by VeeV.

At 8:00 pm, join four leaders in sustainable wine growing for a casual fireside breakout discussion about their practices and vision for
the future over a glass of wine.

9:30 pm Sustainable Brands Alumni Party - Have you attended a Sustainable Brands Event before? Come mix and mingle with your fellow
alumni! Reconnect with friends from previous years, and meet new folks with a shared history.

MONDAY, JUNE 1st, CONFERENCE DAY 1

8:30- 9:00 COFFEE AND TEA AVAILABLE
9:00- 9:10 Welcome and Intro - Mark Lee, CEO, Sustainability
Steinbeck FORUM

9:15- 9:35 Sustaining a Business in Turbulent Times: Cooking for Sustainability - Adam Werbach, Global CEO, Saatchi and Saatchi S

9:40- 9:55 The Evolutionary Benefits of Altruism - Dacher Keltner, PhD, Executive Director, UC Berkeley Greater Good Science Center

10:00- 10:15 Marks and Spencer’s Consumer Education & Empowerment Strategy - Mike Barry, Head of Sustainable Business, Marks and Spencer

10:20 - 10:35 Building the Business case for Empathy - Dev Patnaik, Author, Wired to Care

10:35- 11:05 NETWORKING BREAK / STEINBECK LOBBY - SPONSORED BY:

11:05- 11:20 A Brief History & Some Quick Takes on the Future of the American Corporation - Jeff Mendelsohn, New Leaf Paper; Susan Mac
STEINBECK FORUM

Cormac, Morrison Foerster; Jay Coen Gilbert, B Corp

11:25 - 11:45 Unchaining Value: Growth in Fairtrade and the Corresponding Opportunity for Business & Society - Mark Lee, SustainAbility, Rob
Cameron, Fair Trade International, Ben Packard, Starbucks and Rob Michalak, Ben & Jerry’s

11:50- 12:05 Defining Carbon Leadership - Tim Mohin , EORM in conversation with Tod Arbogast, Dell

12:10 - 12:30 Thinking Beyond Carbon; Understanding Carrying Capacity and the Full Ecological Footprint of Business - Mathis Wackernagel,
2007 Skoll Award Winner, Founder, Global Footprint Network

12:30 - 2:00 LUNCH / SERRA BALLROOM
Breakout Sustainable Sustainable Design Brand Communica- Supply Chain, Leading Personal, Sustainable Solu-
Business Drivers & & Packaging tions, PR & Market- Sourcing & Strategic Organizational and tions Series
content
Winning Innovation ing Best Practices Collaborations Cultural Behavior
tracks Strategies Change SPONSORED
SESSIONS

ROOM De Anza III De Anza II Steinbeck Forum De Anza I Ferrantes Serra Ballroom

• Sustainable Futures 09 - Understanding the Opportuni-
1:45 - 2:30 pm • Dialogue Session: Product and Supply Chain Footprinting: Inevitable
ties to Build Durable Brand Value from Sustainability - Guy Evolution or Resource Distraction? - Jim Sullivan, Clear Standards with
Champniss, Havas Media and Chris Coulter, Globescan (De Kevin Hagen, REI, Tod Arbogast, Dell, and Meredith Grant, Neenah
Anza III) Paper (De Anza I)

• Leveraging Sustainable Packaging In a Growing Recession - Erin • Your Culture as Brand: A Story Of Grass Roots Cause Marketing
Malec, Sustainable Packaging Coalition, with Laurens van de - Leilani Latimer, Director of Sustainability at Travelocity, Sabre
Vijver, Tetra Pak, Brad Rodgers, Frito Lay and Tony Kingsbury, Haas Holdings (Ferrantes)
Center for Responsible Business (De Anza II)
• Growing “Greener” Products: Leading with Raw Material Selection
• Dialogue Session: Channeling Optimism to Business Benefit - & Transparency - Dan Lawson,Sustainable Innovation Manager, SC
Jurriaan Kamp, EIC, ODE, with John Marshall Roberts, Dacher Johnson and Son, Inc. (Serra Ballroom)
Keltner, and Dev Patnaik (Steinbeck Forum)
• Uncovering New Business Opportunities by Meeting People • Dialogue Session: The Future of Ethical Sourcing - Mark Lee Sus-
2:40 - 3:25 pm tainAbility, Rob Cameron, Fairtrade Labelling Organizations, Ben
Where They Are - Jon Prange, Venture Business Manager, San
Diego Zoo and Lara Lee, Principal, Jump Associates (De Anza III) Packard, Starbucks and Rob Michalak, Ben & Jerry’s (De Anza I)

• LCA on a Budget - Jeremy Faludi, Professor, Stanford Design • Winning Partnerships Between Big Brands and NGOs: Generating
School (De Anza II) Business Benefits by Going Green - Elizabeth Sturcken, Managing
Director, Environmental Defense Fund (Ferrantes)
• Getting the Mix Right: Balancing Green Messaging with
Traditional Value Propositions - William Brent, Head of • Navigating The Greenwashing Minefield: A Legal Perspective -
Cleantech Practice, Weber Shandwick (Steinbeck Forum) Brooks Beard, Partner and Rebekah Kaufman, Partner, Morrison
Foerster (Serra Ballroom)
3:30 - 4:00 NETWORKING BREAK / SERRA BALLROOM - SPONSORED BY:
• Building a Sustainable Supply Chain at Kaiser Permanente
• Dialogue Session: To B or Not to B – The How’s and Whys
4:00 - 4:40 - Robert Gotto, Senior Sourcing Director, Medical Sourcing,
of Formalizing Your Sustainable Business Values - Mike
Hannigan, President, Give Something Back and a panel of Procurement & Supply, Kaiser Permanente (De Anza I)
companies (De Anza III)
• Appreciative Inquiry: Getting Back to our Best Selves - Jim Hartz-

• Strategy by Design: Incorporating Design Thinking into Your
feld, InterfaceRAISE and Mona Amodeo, idgroup, inc. (Ferrantes)
Business - John Edson, CEO, Lunar Design (De Anza II)
• Ecos, Coca-Cola & Burgerville: A Case Study in Collaboration -
• Speaking The Right Language - Erin Carlson, Director, Yahoo! David Weigel, VP of Marketing & Neil Sainsbury-Carter, Business
for Good, Yahoo! Inc. (Steinbeck Forum) Development Director, Ecos Consulting (Serra Ballroom)

4:45 - 5:30 The Economy at a Crossroads: Navigating to Success in an Uncertain Environment, A Conversation - with Hazel Henderson, Author,
STEINBECK
FORUM Ethical Markets: Growing the Green Economy; and Woody Tasch, Author, Slow Money, moderated by Mark Lee
5:30 - 7:00 Sustainable Solutions Booth Crawl & Happy Hour! Taste fine wines, organic liquor and beer, and meet winemakers from Mendocino
SERRA
BALLROOM
County: America’s Greenest Wine Region. Exciting raffle prizes will be given away! Sponsored by Mendocino Winegrape & Wine Com-
mission, VeeV and MateVeza.
7:30 - 9:00 Join your peers for a celebrated Sustainable Brands tradition, the Birds of a Feather dinners. Use this opportunity to get to know other
LOCAL
RESTAURANTS
attendees and participants We have made reservations at ten area restaurants, for groups of you and your peers to have dinner (and a
general good time), while discussing the topic of your choice.
9:00 - 10:30
STEINBECK Sustainable Brands New Venture Exchange - Nine preliminary award winners shoot it out to win a Wednesday morning plenary spot. Join
FORUM
our panel of judges and be part of the decision!

tuesday, JUNE 2nd, CONFERENCE DAY 2

STEINBECK FORUM

9:00- 9:10 Sustainable Brands Through the Year - Jacquelyn Ottman, Founder, J. Ottman Consulting
9:15- 9:30 Clorox: Learning From the Field Since SB’08 - Mike Kraft, Senior Manager, Environmental Sustainability, Clorox
9:35- 9:50 2009’s Greenest Brands - Annie Longsworth, Managing Director, Cohn & Wolfe, with Russ Meyer, Chief Strategy Officer, Landor
9:55- 10:15 Sunchip’s Sustainable Brand Journey: Thinking Outside (And About) the Bag! - Thomas Oh, Director of Marketing, Frito Lay
10:20 - 10:40 The 4th R: Reinvention and Your Sustainable Brand - Blair Shane, Chief Marketing Officer, California Academy of Sciences

10:40- 11:10 NETWORKING BREAK / STEINBECK LOBBY - SPONSORED BY:

11:10 - 11:25 Building High Impact Brands in a Digital Age - Steve Newcomb, CEO, Virgance/1 Block Off the Grid
STEINBECK FORUM

11:30 - 11:50 Insights in to New Consumer Segments: Mom’s, Millenials & Communities of Faith - Mark Dixon, Yert.com, Diane MacEachern, Big
Green Purse
11:55- 12:10 Changing Reality Through Constructive Conversation - John Marshall Roberts, author, Igniting Inspiration: A Persuasion Manual for
Visionaries
12:15 - 12:30 Behind the Scenes of Kaiser’s Thrive Campaign - Lisa Ryan, National Advertising Director and Susannah Patton, National Public
Relations and Media Manager, Kaiser Permanente


12:30 - 2:00 Research Brown Bag Lunch

Sustainable Sustainable Design Brand Communica- Supply Chain, Leading Personal, Sustainable Solu-
Breakout
Business Drivers & & Packaging tions, PR & Market- Sourcing & Strategic Organizational and tions Series
content Winning Innovation ing Best Practices Collaborations Cultural Behavior
tracks Strategies Change SPONSORED
SESSIONS

ROOM De Anza III De Anza II Steinbeck Forum De Anza I Ferrantes Serra Ballroom

• Innovation and Creative Destruction - Will Sarni in discus- • Maximizing Profits by Imaginative Use of Materials - Jeff and
sion with Keith Gillard, BASF Venture Capital America and Wendy Clapp, Co-Founders, Bells From Everest (De Anza I)
Kevin Surace, Serious Materials (De Anza III)
• Bringing Sustainability Home: Integrating Fresh, Locally Grown
2:00 - 2:40
• Low-Impact Packaging and Design - Reem Rahim, CMO Food to the Health Care System - Preston Maring, MD, OB/GYN,
and Co-Founder, Numi Organic Tea, Joshua Onysko, CEO, and founder of Kaiser Permanente Farmers’ Markets, Kaiser
Pangea, and others (De Anza II) Permanente (Ferrantes)

• Dialogue Session: Redefining the American Dream - Eric • The EarthEraTM Renewable Energy Trust - Accelerating America’s
Park, Ziba Design, and John Creson, Addis Creson Move to a Clean Energy Future - Nate Hanson, Vice President,
NextEraTM (Serra Ballroom)

2:50 - 3:30 • The Market Value of Sustainability - For Brands, Consumers, • Eco-Labeling - Who Do You Trust? - Jacquie Ottman, Chris
and Investors - Paul Herman, HIP Investor, Carol Holding, Nelson, Underwriters Laboratory, Jill Vohr, US EPA, Marilyn
Holding Associates, Cynthia Figge, EKOS Consulting, Black, Air Quality Systems, and Anna Siefken of ICF International
Joshua Levine, UBS (De Anza III) (De Anza I)

• Persuasive Design: A Case Study and Dialogue on Issues & • Sustaining Sustainability: Creating Brands That Build Community
Opportunities - Robert Fabricant, Vice President of Creative, And Shift Behavior - Robin Raj, CEO, Citizen Group (Ferrantes)
frog design (De Anza II)
• The Promises and Perils of Behavioral Targeting Online - • Blue Collar to Green Collar: Evolving a Traditional Industry - Da-
David Phillips, CEO - With panelists: Mike John-Baptiste, vid Quigg, Director of Marketing & Co-Owner, Grays Harbor Paper
Peerset; Todd Parsons, BuzzLogic; Betsy Sperry, Stanford;
Nick Aster, Triple Pundit (Steinbeck Forum)

3:30 - 4:00 NETWORKING BREAK / SERRA BALLROOM - SPONSORED BY:

4:00 - 4:45 • Women and Green: Who They Are, What They Want, and Why • Dialogue Session: Opportunities and Conditions For Multi-Stak-
They Matter - Diane MacEachern, Founder & CEO, Big Green holder Collaboration - Christina Nicholson, Director of Sustain-
Purse (De Anza III) ability, Williams-Sonoma and Seetha Coleman-Kamula,Simply
Sustain (De Anza I)
• Form, Function and Footprint: Strategies for Designing a More
Sustainable Business - Mark Dwight, Rickshaw Bags (De Anza • Leader as Social Architect - Pam Wilhelms, WCG (Ferrantes)
II)
• Effective PR In The Age of Transparency - Annie Longsworth, • Face-to-Face Marketing & the Practical Green Event - Gary
Managing Director, Cohn & Wolfe, and Sandy Skees, Founder, Survis, CEO, Go Green Displays (Serra Ballroom)
Communications4Good (Steinbeck Forum)

5:00 - 5:45 Rethinking the Consumption Compulsion - Nathan Shedroff, Author, “Making Meaning”, Teaque Lenahan, Associate Partner, gravity-
STEINBECK
FORUM tank, Alan Marks, SVP, Corporate Communication, eBay

5:45 - 7:00 By the time the end of day two comes to a close, any Sustainable Brands alum will tell you, you’ll have lots to talk about with
JEFFERS
PLAZA
peers. Get in to conversation with the entire Sustainable Brands Community during the Central Coast Wine Tasting Reception and
sample the region’s sustainable varietals.

wednes DAY, JUNE 3rd, CONFERENCE DAY 3

STEINBECK FORUM

9:00- 9:15 Recovering Green: Sustainable Innovations That Will Lead us Forward - Andrew Winston, Author, Green Recovery

9:20 - 9:55 Transparency & Green Materials: Key Building Blocks for Tomorrow’s Brand Leaders - Leonard Robinson, California Department of
Toxic Substances; Andrew Dent, Material Connexion; Dan Lawson, SC Johnson

10:00 - 10:30 Market Sector Innovation Snapshot: The Built Environment - Steve Glenn, CEO, Living Homes, Steve Zornetzer, Associate Center
Director, NASA

10:30- 11:00 NETWORKING BREAK / STEINBECK LOBBY

11:00- 11:15 Fresh off the Drawing Board - Top Innovators from SB’s New Venture Exchange - Finalists from Monday Evening’s Competition
STEINBECK FORUM

Water: The Next Eco Innovation Opportunity - Moderated by Will Sarni, CEO, Domani Sustainability Consulting with Tim Carey,
11:20 - 11:40 Director of Sustainability, PepsiCo Americas Beverages, and Peter Cleary, Life Straw

Inspired by Trash - Ron Gonen, CEO, Recycle Bank; Paul Ligon, Director, Upstream Waste Management
11:45- 12:10

12:15 - 12:30 HP’s Next Generation: Re-defining the Opportunity for Impact - Bonnie Nixon, Director of Environmental Stewardship, Hewlett
Packard

Sustainable Sustainable Design Brand Communica- Supply Chain, Leading Personal, Sustainable Solu-
Breakout
Business Drivers & & Packaging tions, PR & Market- Sourcing & Organizational and tions Series
content Winning Innovation ing Best Practices Strategic Cultural Behavior
tracks Strategies Collaborations Change SPONSORED
SESSIONS

• Next Plays: Building a Balanced Sustainability Strategy - Peter • Dialogue Session: Creating Conditions for Successfuil Supply
Salmon, Moxie Design (De Anza III) Chain Collaboration - Seetha Coleman-Kammula, Simply Sustain
and Joe Laur, Greenopolis, Waste Management (De Anza I)
• Eco-Fabulous! - Zem Joaquin, Founder and Editor-in-Chief,
1:45 - 2:30 ecofabulous.com, Scott MacKinlay Hahn, Loomstate for Tar- • What Gets Measured, Get’s Done: Driving Sustainability Home
get, and Linda Loudermilk, Linda Loudermilk (De Anza II) - Gil Friend, Natural Logic, Paul Lilienthal, Pictura Graphics,
Frank Sicilia, Young & Rubicam (Ferrantes)
• Best Practices in Driving Brand Value Through CSR - Kellie
McElhaney Exec. Director, Center for Responsible Business, • Social Media Marketing for “Do Good” Brands - Steve Croth,
UC Berkeley (Steinbeck Forum) Partner & Founder, Better the World (Serra Ballroom)

2:50 - 3:30 • Strengthening Your Brand with Context Based Sustainability
• NASA Sustainability Base: A Case Study in Collaboration & Story-
- Jed Davis, Dir of Sustainability, Cabot Creamery, and Mark
McElroy, Center for Sustainable Innovation (De Anza III) telling - Pam Van Orden, Enlightened Brand (De Anza I)

• Sea Change Moments: In Your Life, Your Brand, the World - Lau-
• Breakthrough Design Ideas Borrowed From Solutions for
the Developing World - Shawn Frayne, Humdinger Wind (De ralee Alben, Alben Design (Ferrantes)
Anza II)
• Sustainable Sourcing - Paul Lilienthal, CEO, Pictura Graphics
(Serra Ballroom)
• Top 10 Online Sustainable Brands Stories and the Tools
That Got Them There - Janet Eden Harris, JD Power and
Associates, & Ryan Mickle, Co-Founder, Triple Pundit
(Steinbeck Forum)

3:30 - 4:00 NETWORKING BREAK / SERRA BALLROOM

4:00 - 5:00 The Power in Sustainable Brand Partnership - Lewis Perkins, Mohawk Industries, Didiyar Snyder, Extreme Home Makeover, and
STEINBECK
FORUM Martin Melaver, CEO, Melaver Industries, and author, “Living Above the Store,” PLUS A Look at Your Sea Change Moments,
LauraLee Alben, Alben Design

5:30 - 7:00 Join your peers to explore historic Monterey! Take the Monterey’s Path of History walking tour from the conference center, ending
at Cannery Row and the spectacular Monterey Bay Aquarium. But be sure to stay for the Post-Conference Workshops - by far our
best line up yet!

thursDAY, JUNE 4th, post - co n f e r e n c e w o rks h ops

8:30- 9:00 BREAKFAST

8:30 - 12:30 • Inspiring Sustainability in Skeptical Audiences - John • Design Green: Greener Products, Innovative Marketing, Better
Marshall Roberts, Communications Specialist, Evenson Business - Jacquelyn Ottman, Principle, J. Ottman Consulting
Design Group; Author, Igniting Inspiration: A Communications (Ferrantes)
Guidebook for Visionaries (San Carlos III)
• The frog design Approach to Sustainable Design - Adam Rich-
• Futureproof your Business: Understanding Business Strategy ardson, Director of Product Strategy, frog design, inc. and Sara
in the Face of Ecological Limits - Susan Burns, Managing Todd, Senior Design Analyst, frog design, inc. (Colton)
Director, Global Footprint Network (San Carlos IV)

Preserving Brand Equity when Acquiring a Sustainable Busi- • Envisioning a Future for Sustainable Brands: A Scenario Work-
• ness - Jay Coen Gilbert, Founder, B Corp (San Carlos I) shop - Olaf Groth, Senior Practitioner, Global Business Network
(San Carlos II)

10:30 - 11:00 am NETWORKING BREAK / SAN CARLOS LOBBY

12:30 - 1:30 pm LUNCH / WITH YOUR PEERS AT LOCAL AREA RESTAURANTS
• Detangling Environmental Attributes, Specifications and Certi-
• Brand New World: Using your Brand to Create Your Future -
1:30 - 5:30 pm fications for Green Product Design and Branding - Yalmaz Sid-
Cheryl Heller, CEO, Heller Communication Design (San Carlos
diqui, Dir. of Environmental Strategy, Office Depot (Ferrantes)
III)
• The NextPlays Lab: Designing Your Sustainable Business Strat-
• Measuring Your Social Footprint - Mark McElroy, Executive
egy for the Short and Long Term - Peter Salmon, Founder and
Director, Chief Sustainability Officer, The Center for Sustain-
Managing Director, Moxie Design Group Limited, New Zealand
able Innovation (San Carlos II)
(Colton)
• New Media for Sustainability - Mike Hollywood, Director of
• Best Leadership Practices in Cross-sector Partnering - Alain
New Media, and Jonathan Yohannan, Senior Vice President,
Gauthier, Director, Core Leadership Development (San Carlos I)
Cone Inc. (San Carlos IV)

3:30 - 4:00 pm NETWORKING BREAK / SAN CARLOS LOBBY

SP ECIAL NETWORK ING EV ENT HIGHLIGHTS!

SUNDAY MAY 31ST

5:00 - 5:30 pm Greetings and Wine - Come enjoy a quick glass of wine before the opening plenary! STEINBECK LOBBY

7:00 - 9:00 pm Welcome Reception - Meet and mingle with a world class gathering of sustainable brand innovators from across the US and beyond
as you extend your partner and peer network in new, directions. Sample fine wines from four of California’s leading sustainable wine
regions: Livermore Valley, Mendocino County, Monterey County, and Sonoma Valley - the perfect setting to extend your partner and
peer network in new directions. At 8:00 pm, join four leaders in sustainable wine growing for a casual fireside breakout discussion
about their practices and vision for the future over a glass of wine.

Featured Tastings: Bonterra Vineyards, Mendocino County; Kunde Family Estate, Sonoma Valley; Paraiso Vineyards, Monterey County;
Wente Vineyards, Livermore Valley

Featured Beer and Liquor: New Belgium Brewery, Fort Collins, CO and VeeV’s acai berry liquor LOWER ATRIUM OF THE PORTOLA HOTEL

9:30 pm Sustainable Brands Alumni Party - Have you attended a Sustainable Brands Event before? Come mix and mingle with your fellow
alumni! Reconnect with friends from previous years, and meet new folks with a shared history. SUITE 812, MONTEREY MARRIOTT

MONDAY JUNE 1ST

5:45 - 7:00 pm
Sustainable Solutions Booth Crawl & Happy Hour! Taste fine wines, organic liquor and beer, and meet winemakers from Mendocino
County: America’s Greenest Wine Region. Mendocino County’s authentic sustainable farming credentials are recognized around the
world. The region is dominated by family farmers. Winegrape growers, and winemakers at the forefront of the sustainable, organic,
Biodynamic(r) and fish friendly farming movements long before they gained the attention of the general population. Mendocino
County was the first in America to outlaw GMO’s to ensure the continued viability of heritage crops and seeds. The vast and varied
county is an international destination for those who seek delicious, sustainably-farmed, wild-caught and foraged food and artisan
wine. Exciting raffle prizes will be given away!

Sponsored by Mendocino Winegrape & Wine Commission, VeeV and MateVeza.

Featured Wineries:
Albertina Wine Cellars, Bonterra Vineyards/Fetzer Vineyards, Breggo Cellars, Chance Creek Vineyards, Esterlina Vineyards, Frey
Vineyards, Handley Cellars, Jeriko Estate, Magnanimus Wine Group, McFadden Farm, Mendocino Wine Co., Navarro Vineyards,
Terra Savia, Yorkville Cellars SERRA BALLROOM

7:30 pm Join your peers for a celebrated Sustainable Brands tradition, the Birds of a Feather dinners. Use this opportunity to get to know
other attendees and participants! We have made reservations at ten area restaurants, for groups of you and your peers to have din-
ner (and a general good time), while discussing the topic of your choice. SIGN UP AT THE INFORMATION DESK NEXT TO REGISTRATION

9:00 - 10:30 Sustainable Brands New Venture Exchange - Nine preliminary award winners shoot it out to win a Wednesday morning plenary spot.
Join our panel of judges and be part of the decision! STEINBECK FORUM

TUESDAY JUNE 2ND

5:45 - 7:00 pm By the end of day two you’ll have lots to talk about with your peers. Get in to conversation with the entire Sustainable
Brands Community during the Central Coast Wine Tasting Reception and sample the region’s sustainable varietals. JEFFERS
PLAZA

WEDNESDAY JUNE 3RD

5:45 - 7:00 pm Join your peers to explore historic Monterey! Take Monterey’s Path of History, a walking tour, from the conference center,
ending at Cannery Row and the spectacular Monterey Bay Aquarium. Network with peers and share notes on what you’re
taking away from the first three days of SB’09.

9:00 pm Meet up for a night cap at Cibo’s for some live music and good times with your new friends. This informal gathering
promises laughs, stories and camaraderie. CIBO’S, 301 Alvarado St, across the street from the conference center.

con f e r e n c e PROGRAM
PLEASE NOTE: No unauthorized audio or video recording of conference sessions is permitted. Offical recording of conference
sessions will be available for all particiapnts after the close of the conference.

s u n day may 31st - S etting t h e Stag e : T h e P ivota l R o l e o f B r a n d
In C reating a Sustainable F u t u r e

5:30 - 7:00 PM Welcome to Sustainable Brands
A welcome to Sustainable Brands ‘09 from EarthEra, our opening night sponsor.

Opening Remarks
KoAnn Vikoren Skrzyniarz, Founder/CEO, Sustainable Life Media

Brands in a New Age of Responsibility
Jez Frampton, Group CEO, Interbrand
The rash of economic, environmental and societal challenges facing humanity as we move in to the 21st century are stagger-
ing. We now live in a New Age of Responsibility, where the connection between individual and organizational choices and
their impact on the shape of our future is becoming clear. In his opening SB’09 remarks, Jez Frampton, Group CEO of Inter-
brand will draw on his extensive knowledge of global organizations and brands to address the key role brands are uniquely
equipped to -- and must play -- in shaping appropriate consumer demand for the future.

Sustainability is a Brand!
Owen Rogers, IDEO Partner and Consumer Experience Design Lead
Think about all the ways in which you interact with great brands daily. Think about interacting with Sustainability in the same
ways. Imagine new possibilities for your brand to engage with Sustainability in compelling ways. Approaching sustainability as
a brand provides new opportunities to innovate your business in a sustainable fashion to become more valuable to both you
and your customers

Shift Happens - An Emerging Zeitgeist
Duke Stump, Chief Architect, North Star Manifesto
Enjoy, as former Seventh Generation CMO and Nike brand catalyst Duke Stump helps us capture the essence of sustain-
ability through a wider lens. Expect an inspiring narrative informed by key principles that speak to a new breed of brand and
behavior.

Sea Change Brands: From Prosperity to the Profound
Lauralee Alben, President, Alben Design
Every brand has “sea change moments” moments that have the potential to forever alter business as usual and birth posi-
tive, profound, and sustainable transformations. They source from simple acts like making dinner to the discovery of new
technologies, from world-altering threats like deforestation to passions set aflame by a loved one. These moments respond
to physical events just as often as they surface from the depths of an organization’s soul. Fathoming their deeper dimensions
offers rich insights and ideas for proactively generating them. This is what transpires in brands intent on designing sea change
shifts in industry, society, and the environment.

To conclude opening night, Lauralee Alben, creator of the strategic Sea Change Design ProcessSM, will give us a glimpse
into defining moments that surfaced, redirected, or evolved successful brands. These transformative brands walk their talk,
translate smarts into wisdom, open hearts, and connect to something bigger than themselves. They earn descriptors like
enlivening, authentic, imaginative, ethical, beloved, meaningful, and spirited. (Innovative goes without saying.) Because of
these Sea Change Brands, things become possible that were once seemingly beyond our reach: from sustainable products and
services to social movements to life-giving consciousness.

Join us throughout your participation in Sustainable Brands ‘09 in shaping a personal vision for what your sea change brand
might become.

7:00 - 9:00 PM
OPENING RECEPTION
PORTOLA ATRIUM

Mo nday June 1st - agenda

9:00 - 10:35 am Economy, Environment and Society: The Changing Backdrop for Tomorrow’s Brands
Mark Lee, CEO, Sustainability
The landscape for brand builders has changed dramatically since SB’08, with global economic upheaval, a changing political
landscape, increasing concerns about more rapid than expected climate change, and consumers who are increasingly motivat-
ed to make better choices, but also increasingly confused about how to do so. Day One at Sustainable Brands ’09 opens with
an inspiring set of insights into the economic, environmental and social context in which brands will be launched and built in
the coming years, and the opportunity for solving world problems associated with effective brand/consumer partnership.

Sustaining a Business in Turbulent Times: Cooking for Sustainability
Adam Werbach, Global CEO, Saatchi and Saatchi S
Adam Werbach, former Sierra Club President, now Global CEO Saatchi & Saatchi S, made news in 2004 when he declared en-
vironmentalism dead. At Sustainable Brands 2009, Werbach premieres a speech based on his new book -Strategy for Sustain-
ability, to be released in July by Harvard Business Press- that provides a new way of building core business strategy in times
of turbulence. The premise of the speech? Building a sustainable business is a lot like cooking a meal. To form a great recipe
you’ll need to utilize things that you know, call on what others have taught you, do a good amount of taste testing, and inno-
vate along the way. “Cooking for Sustainability” presents the key ingredients in a smart sustainability strategy for the future.

The Evolutionary Benefits of Altruism
Dacher Keltner, PhD, Executive Director, UC Berkeley Greater Good Science Center
Dr. Keltner’s recent book, Born to Be Good, is a profound study of how emotion is the key to living the good life and how the
path to happiness goes through human emotions that connect people to one another. As it turns out, humans are not hard-
wired to lead lives that are “nasty, brutish, and short”. We are in fact born to be good. This session will give us a glimpse into
new science around an old mystery of human evolution: why we have evolved positive emotions like gratitude, amusement,
awe, and compassion that promote ethical action and are the fabric of cooperative societies, and by association, sheds light
on the power behind brands that connect to the greater good.

Marks and Spencer’s Consumer Education & Empowerment Strategy
Mike Barry, Head of Sustainable Business, Marks and Spencer
In 2007, UK retailer Marks and Spencer embarked on an industry leading, five-year, 100-point ‘eco’ plan to tackle some of the
biggest challenges facing business and our world. They have made enormous progress on their 5 core goals: Become carbon
neutral, send no waste to landfill, extend sustainable sourcing, help improve the lives of people in their supply chain and help
customers and employees live a healthier lifestyle. At SBi in Miami Beach, Mike introduced the SB community to Plan A. At
SB’09 Mike will return to share some of the exemplary work they’ve done to communicate their efforts to their customers
and engage them in the success of Plan A, as well as discuss how these efforts are helping create deeper brand affinity.

Building the Business Case for Empathy
Dev Patnaik, Co-Founder, Jump Associates, author, Wired to Care
Recent history has seen the rise of innovation as a key mandate for driving top-line growth in business across multiple sectors.
But as organizations have devoted increasing resources and attention to innovation, a critical issue has been ignored in the
process. How can you create new value if your company doesn’t have a gut sense for what people outside its walls actually
value? The challenge facing business today isn’t a lack of innovation, it’s lack of empathy.
Join Dev for a look inside leading companies like IBM, Target and Intel to see how empathy can drive change and growth. He
dives deep into the human brain to find the biological sources of empathy and their critical role in decision-making, learning,
and judgment. And he spends time on both sides of the political aisle, to show how empathy can give politicians the acuity to
cut through a morass of contradictory information.

10:35 - 11:05 am
NETWORKING BREAK - SPONSORED BY UTOPIA

11:05 am - 12:30 pm A Brief History & Some Quick Takes on the Future of the American Corporation
Jeff Mendelsohn, New Leaf Paper; Susan Mac Cormac, Morrison Foerster; Jay Coen Gilbert, B Corp
With the unraveling of confidence in ‘The Corporation’ as we know it, change makers will do well to take a quick look at how
and why we got here, and contemplate some of the positive ways corporations are already beginning to respond for the
future. This talk provides an insightful, rapid-fire look at the history of the American corporation as well as a quick look at
some of the solutions being explored for improving corporate governance, driving transparency, and supporting the emer-
gence of brands that are committed and equipped to serve the greater good.

Unchaining Value: Growth in Fairtrade and the Corresponding Opportunity for Business & Society
Mark Lee, SustainAbility, Rob Cameron, Fair Trade International, Ben Packard, Starbucks and Rob Michalak,
Global Director of Social Mission & Public Elations, Ben & Jerry’s
Despite the economic morass, both consumer purchasing and business investment in Fairtrade sourced ingredients is on the
rise. In this session, explore the motivation behind recent major corporate investments aimed at expanding access to Fair
Trade certified goods with senior representatives from two leading brands, and learn why they have undertaken these actions
during the financial crisis. Learn why and how responsible supply chain practices -- even when they cost more -- increase
quality and certainty of supply and strengthen brand relationship with consumers while improving the lives of producers and
strengthening the economies of producer nations.

Mo nday June 1st - agenda CONT i n u e d
Defining Carbon Leadership
Tim Mohin, EORM in conversation with Tod Arbogast, Dell
As the debate continues to heat up about the appropriate way to regulate carbon, setting smart goals and understanding how
to talk about them is becoming a must. These well-informed leaders provide their perspective and lay the groundwork for
further conference conversation.
Thinking Beyond Carbon; Understanding Carrying Capacity and the Full Ecological Footprint of Business
Mathis Wackernagle, 2007 Skoll Award Winner, Founder, Global Footprint Network
We may finally be on the verge of a tipping point wherein mainstream attention to identifying and mitigating a company’s car-
bon impact will become a core strategic priority for all businesses. But what comes next? The reality is, global warming is just
one of the detrimental impacts of unchecked business activity. During this time of seismic shift in awareness of the intercon-
nectedness of things, the opportunity is to take a longer, more systemic view of the many ways our activities impact the world
around us. By doing so, we will begin to anticipate and respond more quickly to both the needs and the enormous world of
possibility in front of us to innovate for a whole, healed world. Be inspired by this thought leader who is working with leaders
around the globe to help us all understand and ultimately align our activities with the basic carrying capacity of the earth.
12:30 - 1:45 pm
LUNCH

1:45 - 2:30 pm Sustainable Futures 09 - Understanding the Opportunities to Build Durable Brand Value from Sustainability
Guy Champniss, Havas Media and Chris Coulter, Globescan
GlobeScan and Havas Media are collaborating on a new research study that will broaden its focus, to include the full sustainability
debate. Concentrating once again on consumer perception, the project will explore the various ways in which business can address
the full range of environmental and social challenges as we move into an era of greater transparency. Specifically, the project will
explore consumer perception towards these issues in the context of twenty leading consumer-facing brands across each of nine
markets: US, UK, Spain, France, Germany, Mexico, Brazil, China and India, and will make it possible to discuss specific brands and
how their actual activities in sustainability contrast with or contribute to the consumer perception of their brand.
Level: All

Leveraging Sustainable Packaging In a Growing Recession
Erin Malec, Sustainable Packaging Coalition with Laurens van de Vijver Tetra Pak, Brad Rodgers, Frito Lay and Tony
Kingsbury, Haas Center for Responsible Business
While the challenging economy is forcing marketers and brand owners to rethink the value proposition of “being green”, sustain-
able packaging may prove to be a bright spot during the down turn. According to a 2007 study by the Sustainable Packaging Coali-
tion and Packaging Digest, an overwhelming majority of industry players had increased their emphasis on sustainable packaging to
drive profit and cut costs. Making the switch to sustainable packaging can provide long-term cost savings for organizations, putting
a greater emphasis on reducing costs across the supply chain, less raw material usage, reduced transportation costs and decreased
waste. How will consumers adapt to today’s difficult economic climate? Will retail giants like Wal-Mart continue to raise the bar on
sustainability, increasing competition for valuable shelf space?
Level: Intermediate

Dialogue Session: Channeling Optimism to Business Benefit
Jurriaan Kamp, Editor-in-Chief, ODE Magazine, in conversation with John Marshall Roberts, Dacher Keltner, Execu-
tive Director, Greater Good, Science Center, and Dev Patnaik, Jump Associates
Dig into compelling conversation with the experts on what makes us tick and how we might innovate our brands and campaigns in
ways that connect deeper to the human spirit, help create needed behavior change and lend themselves to stronger brand loyalty.
Level: Advanced

Dialogue Session: Product and Supply Chain GHG Footprinting: Inevitable Evolution or Resource Distraction?
Jim Sullivan, Clear Standards, Tod Arbogast, Dell, Kevin Hagen, REI, and Meredith Grant, Neenah Paper
Join senior sustainability professionals from various industries for an up to the minute dialogue about the pros and cons of product
and supply chain GHG foot printing in light of impending changes in global policy and shifting consumer demand.
Level: Intermediate

Your Culture as Brand: A Story Of Grass Roots Cause Marketing
Leilani Latimer, Director of Sustainability at Travelocity, Sabre Holdings
Sabre believes that travel can be transformative and have deeply positive and transformative impact on the vitality of communi-
ties, places, and people. That said, the travel industry also has an inherently significant ecological footprint, and the company also
feels a deep sense of commitment to be a steward of the people and planet it serves. In this session, you’ll gain insight in to some
of the far reaching ways a creative company can transform itself for sustainability from the inside as it works to better align its
operations and culture with the needs of the stakeholders it serves.
Level: Intro

SPONSORED SESSION: Growing “Greener” Products: Leading with Raw Material Selection & Transparency
Dan Lawson, Sustainable Innovation Manager, SC Johnson
Today’s families want to know what’s in the products they use in their homes. Information is a key source of confidence for con-
sumers when making product choices. What does this new press toward transparency mean for SC Johnson and other producers
going forward? SC Johnson products like Glade(r), Nature’s Source(tm) and Windex(r) are used by millions of families around the
world. Learn how the company’s award-winning and patented Greenlist(tm) process (which can be licensed free-of-charge) helps it
to classify raw materials to formulate safe and effective products, while continuously improving them.
Level: Intro

2:40 - 3:25 pm Uncovering New Business Opportunities by Meeting People Where They Are
Jon Prange, Venture Business Manager, San Diego Zoo and Lara Lee, Principal, Jump Associates
In 2008, the San Diego Zoo partnered with Jump Associates, a growth strategy firm, to explore how it could use its accessible,
friendly brand to help people live more sustainably while growing their revenues and impact in the process. Using the Zoo
as a spotlight case study, Lara and Jon will explain why it is critical to examine sustainability through the needs of ordinary
people and then create product and service solutions that meet people on their own terms. Participants will leave with a
clearer focus for their existing sustainability initiatives, as well as new ideas about where they might uncover new opportuni-
ties for revenue growth in the green market.
Level: Intro to Intermediate

LCA on a Budget
Jeremy Faludi, Assoicate Professor, Stanford Design School
Many fear that doing a meaningful product life-cycle assessment may be inordinately expensive and take an unwarranted
amount of time. But with the growing amount of publicly available data, as well as tools on the market to support your ef-
forts, this no longer need be true. In this session, you will be equipped with an understanding of best available strategies and
tools for assessing the life-cycle impact of your product without breaking the bank. By doing so, you’ll be armed with a much
better sense of how to communicate about your impact, as well as where to focus your innovation efforts for highest return
on impact.

Getting the Mix Right: Balancing Green Messaging with Traditional Value Propositions
William Brent, Head of Cleantech Practice, Weber Shandwick
Green is hot. Green is cool. But Green on it’s own doesn’t move products. Not surprisingly, what still tops the list of key mes-
sages for most businesses when considering purchasing cleantech products and services are cost and ease of use. This panel
will bring together senior executives from leading PR agencies to talk about how to balance messaging green in relationship to
traditional business decision inputs. What works, what doesn’t, and what you should be thinking about.

Dialogue Session: The Future of Ethical Sourcing
Led by Mark, Lee, SustainAbility, with Ben Packard, Starbucks, Rob Cameron, Fairtrade Labeling Organization,
and Rob Michalak, Global Director of Social Media & Public Elation, Ben & Jerry’s
Here’s your chance to discuss this important topic with the experts and your peers in a moderated, round-table style dialogue.

Winning Partnerships That Generate Business Benefit
Elizabeth Sturcken, Managing Director, Environmental Defense Fund
In this session you will learn about best practices developed by major brands in partnership with Environmental Defense
Fund, including a up-close look at the EDF’s work with Wal-Mart to create a ripple effect in the supply chain‚ strategically cre-
ating a race to the top where suppliers compete, not only on price and quality but also on the environmental value they can
bring to their customers; with Wegman’s Food Market to develop an industry-leading purchasing policy, from concept to brisk
sales; and with United Parcel Service to create innovative changes to the company’s express delivery packaging, resulting in
less waste and pollution and benefiting both UPS and its customers.

SPONSORED SESSION: Navigating The Greenwashing Minefield: A Legal Perspective
Brooks Beard, Partner, and Rebekah Kaufman, Partner, Morrison Foerster
How do you go about making green marketing claims without running afoul of the law? What type of substantiation do you
need for your green claims? Are there any lawsuits pending where green claims are being challenged? If you have been think-
ing about these questions, this is the presentation for you. Get the latest information regarding the FTC’s Green Guides, legal
developments relating to green marketing claims in both the United States and abroad, trends and issues to keep your eye on,
and steps you can take to avoid greenwashing allegations.

3:30 - 4:00 pm
NETWORKING BREAK - SPONSORED BY UTOPIA


4:00 - 4:45 pm Dialogue Session: To B or Not to B - The How’s and Whys of Formalizing Your Sustainable Business Values
Mike Hannigan, President, Give Something Back
This session looks at the organization and certification program created by B Lab, featured in media including the NY Times,
Inc. and Forbes magazines, and public radio’s Marketplace program.

Representatives of B Corporations such as Give Something Back, Numi Tea, and New Leaf Paper, will discuss why they joined
this powerful movement and what they hope to gain from formalizing their business values.

Strategy by Design: Incorporating Design Thinking into Your Business
John Edson, President, CEO, Lunar Design
Learning how to bridge the gap between sustainability and financial concerns is the missing link many executives are search-
ing for. By using sustainable design principles as a strategic frame for your business, executives and other business leaders
can learn to better identify and communicate their connection to sustainability in terms that shareholders care most about
-- the bottom line and the health of the company. From there, linking brand communications to tangible strategies and steps
that began as part of product creation can lend exactly the kind of credence needed to protect against accusations of green-
washing and insure that the sustainable message in the brand comes through with authenticity and power. In this session,
participants will learn a simple ‘design for sustainability’ framework to help craft the direction of their company, insure higher
quality, more desirable products and craft a tighter integration between business strategy, execution and communication.
Level: Intermediate

Speaking The Right Language
Erin Carlson, Director, Yahoo! for Good, Yahoo! Inc.
Yahoo!’s audience of hundreds of millions of consumers provides a rich data set for understanding what consumers are
responding to online today, and how this is shifting over time. A recently completed 5-month study, reveals significant insight
into the kinds of green content people are responding to most. Participants to this session will learn what types of advertising
messaging, tone and voice resonate with different types of consumers. Interestingly, not only does it depend on whom you’re
talking to, but also what type of product you’re advertising.

Building a Sustainable Supply Chain at Kaiser Permanente
Robert Gotto, Senior Sourcing Director, Medical Sourcing, Procurement & Supply, Kaiser Permanente
As one of the largest health care organizations in the country, Kaiser Permanente’s national environmental purchasing policy
has become a model for other organizations, providing an example of how value networks, working together, can help in-
novate more sustainable, and economically viable businesses. In the past several years, Kaiser Permanente’s procurement
and supply team has helped drive down the price of latex-free, pvc-free gloves in all facilities; implemented reusable linens
and patient gowns rather than disposable paper products, drastically reducing the amount of waste produced and realizing a
24 percent cost savings for the company, and prevented thousands of bone stimulators from being disposed of in a landfill by
negotiating a return process with the manufacture. In this session, you’ll learn how one organization can help encourage and
support sustainable innovation within a supply chain, and how Kaiser Permanente created their “Environmentally Preferred
Purchasing Policy”
Level: Intermediate

Appreciative Inquiry: Getting Back to our Best Selves
Jim Hartzfeld, Managing Director, InterfaceRAISE and Mona Amodeo, Ph.D., founder and president, idgroup
Most conversations about sustainability start with the worst of human behavior: ethics violations, climate change, child labor,
rivers on fire, massively destructive tsunamis, hurricanes, etc. The doom-and-gloom scenario is effective to a point. Then it
has the potential to paralyze us, individually and collectively. What can one person, or one company, or one industry, really do
to make a difference? Appreciative inquiry is a facilitated process that engages organizations in connecting with stories about
when they were the most proud, and then digs deeply into that experience. How can companies use appreciative inquiry to
propel their sustainability journey and what can it yield? This “Theory and Practice” session will give you a good introduction
to appreciative inquiry, and provide examples that illustrate how it might be applied to address sustainability challenges in
your company.
Level: All

SPONSORED SESSION: Ecos, Coca-Cola & Burgerville: A Case Study in Collaboration
David Weigel, Vice President of Marketing, Ecos Consulting
To have a truly sustainable brand is to back it with measurable actions. Nowadays, the efforts behind the “sustainable” brand
have to quantifiably demonstrate the business case for engaging in the process. In 2008, three companies pulled together
their collective resources to launch a sustainability initiative that would set a new standard in their respective industries. For
these organizations, this collaboration would be built upon a mutual desire to improve efficiency, enhance the bottom line
and deliver a strategic framework toward environmental sustainability. Coca-Cola sought a sound methodology to deliver a
suite of tools and resources for their food service customers to assist them on the path to sustainability. Burgerville sought to
further develop and broaden its environmentally conscious products and services. In this session, Ecos Consulting will discuss
how they convened the collaboration, assessed and identified the tangible opportunities for efficiency, and developed a suite
of offerings that can be leveraged by food service customers within the Food Service Sector. Coke now offers the Coca-Cola
Food Service Sustainability Resource Center to its customers and numerous measures are currently under deployment at
Burgerville providing them the opportunity to be recognized as a leader in environmental stewardship.
Level: All


4:45 pm - 5:30 pm The Economy at a Crossroads: Navigating to Success in an Uncertain Environment
Hazel Henderson, Author, “Ethical Markets: Growing the Green Economy”; and Woody Tasch, Author, “Slow
Money” in conversation with Mark Lee.
One thing is sure as we move solidly into the 21st Century – the brands of the future will be built in the midst of a new set
of resource constraints, a growing set of stakeholder expectations and a deepening of human awareness. Inevitably they
will grapple with, and ultimately, we hope benefit from a new set of assumptions about what constitutes healthy economic
performance. Do not miss this unparalleled opportunity to be in conversation with some of the most creative and stimulat-
ing thinkers on today’s economy and what comes next as they share their thoughts on the changing definition of wealth, the
principles and drivers behind smart growth and the beauty of small, and slow.

t u e sday June 2nd - agenda
9:00 - 10:40 am Sustainable Brands Through the Year
Jacquelyn Ottman, Founder, J. Ottman Consulting
Our Day Two morning plenaries offer an inside look at some of today’s most interesting market segments and successful
brand initiatives. Jacquelyn Ottman, founding conference co-chair, who this year celebrates the twentieth anniversary of her

leading focus on eco-innovation and green marketing, will share her always-insightful perspective as she moderates.

Clorox: Learning From the Field Since SB’08
Mike Kraft, Senior Manager, Environmental Sustainability, Clorox
In 2008, Clorox stepped up to the sustainability plate in a serious way, launching three distinct strategies for responding to the
rising demand for more sustainable consumer solutions: repositioning Brita as a solution to the growing concern about plastic
in landfills, purchasing ‘sustainable from the start’ company Burt’s Bees, and launching its first new brand in 20 years with
“GreenWorks”. Since launch, GreenWorks has exceeded initial expectations and taken a leading share of a growing market
for green cleaners. Join us as Clorox provides a frank and honest update on what they have learned through each of these
strategic initiatives.

2009’s Greenest Brands
Annie Longsworth, Managing Director, Cohn & Wolfe and Russ Meyer, Chief Strategy Officer, Landor
Updating research presented at SB’07 and SB’08, Landor, PSB and Cohn & Wolfe will present new research that explores
specific behaviors and attitudes that are driving (or preventing) purchase of sustainable products, as well as the latest public
perception about which brands are the best at being green.

Sunchip’s Sustainable Brand Journey: Thinking Outside (And About) the Bag!
Thomas Oh, Director of Marketing, Frito Lay
In 2007, Sun Chips was successfully repositioned as a snack brand that is better for you and better for the planet. This presen-
tation will highlight the motivation and strategy surrounding this decision, and the resulting brand innovation and marketing
initiatives that were launched to both build and communicate the brand’s authentic steps towards becoming the preeminent
sustainable snack.
The 4th R: Reinvention and Your Sustainable Brand
Blair Shane, Chief Marketing Officer, California Academy of Science
The 4th R: Blair Shane, Chief Marketing Officer of the new California Academy of Sciences discusses how a 150 year old
institution dedicated to nature took on the challenge of reinvention for a new generation. Ms. Shane will cover all aspects of
creating a durable, sustainable brand: environmental, financial, new audience development and consumer experience. Hear
how the 4th R - Reinvention is as critical as the traditional three – reuse, renew and recycle and how the Academy is using it
to move from surviving, to thriving.

10:40 - 11:10 am
NETWORKING BREAK - SPONSORED BY MWV

Expanding Consumer Segments: Mom’s, Millennials & Communities of Faith
11:10 am - 12:30 pm Mark Dixon, Yert.com, Diane MacEachern, Big Green Purse and Steve Newcomb, CEO Virgance
One of the most exciting things about sustainability as a potential driver for behavior is its capacity to cross multiple con-
sumer segments. Design the conversation about what’s driving some significant, but disparate market sectors to reach toward
a more sustainable lifestyle.

Building High Impact Brands in a Digital Age
Steve Newcomb, CEO, Virgance
The internet remains one of the a prime drivers behind the growth of sustainability – first because it speeds the pace at
which an increasingly wired consumer base can understand the impact of business on the environment and society, but also
because of its potential to create and support coordinated consumer action. The 2009 Presidential Election proved the wired
generation has an ability to drive real and meaningful change by asserting its influence in politics. That same generation
represents a new addressable audience for building game changing brands. One of the leading social media entrepreneurs
showcases several innovative ideas using social networks to drive game changing businesses.

Changing the World Through Constructive Conversation
John Marshall Roberts, author, Igniting Inspiration in Skeptics
While it may be easy to attract the attention of a growing cross section of consumers with your social or environmental brand,
not all consumers are so easy. Drawing from his new book “Igniting Inspiration: A Persuasion Manual for Visionaries” Roberts
will outline core principles of transformational communication, as illustrated through the groundbreaking marketing and mes-
saging for President Obama’s historic presidential run. He will illustrate how the audience can shift their thinking and apply
this same framework to create breakthrough results for their own social and environmentally conscious business ventures
through strategic, authentic values-based marketing and communications.

Behind the Scenes of Kaiser’s Thrive Campaign
Lisa Ryan, National Advertising Director and Susannah Patton, National Public Relations and Media Manager,
Kaiser Permanente
Lisa Ryan and Susannah Patton will discuss how to incorporate sustainability messages across marketing disciplines. Specifi-
cally, they will highlight how Kaiser has integrated its commitment to sustainable building, purchasing and procurement, as
well as healthy food choices and reducing waste into advertising and public relations campaigns. As the National Advertising
Director, Lisa Ryan will discuss the role of sustainability in Kaiser Permanente’s Thrive campaign. In the public relations prac-
tice, Susannah will discuss how Kaiser has told the company’s sustainability story leveraging traditional and online media.

t u e sday June 2nd - agenda c o n t i n u e d
Research Roundtable
Grab your lunch and join our research round table for an unusual opportunity to pose your questions about consumer pur-
chasing, brand perception and behavior to a cross section of experts, each with their own perspective and methodology for
understanding the changing brand landscape.
12:30 - 1:45 pm

LUNCH

1:45 - 2:30 pm Dialogue Session: Invention and Creative Destruction –Varying Paths to Innovation Success
Will Sarni moderating Keith Gillard, Principal, BASF Venture Capital America and Kevin Surace, CEO, Serious
Materials
Whether you are in a billion dollar global company, or an on the ground, scrappy start up, re-thinking the opportunity, and
operational requirements presented by today’s changing business and social context is necessary for success. In this session,
dialogue leaders compare and contrast successful strategies being used to help companies on both ends of the spectrum find
a path to thrive.
Level: Intermediate to Advanced

Low-Impact Packaging and Design
Reem Rahim, CMO and Co-Founder, Numi Organic Tea, Joshua Onysko, CEO, Pangea
A crucial element to walking the talk of sustainability is the packaging and design behind a product. Artist-turned-entre-
preneur Reem Rahim will lead this panel with a discussion about how her personal passion as an artist helped inspire the
design strategy and branding of Numi Organic Tea. The panel will then discuss how their own commitments to innovations in
packaging, making tough decisions against conventional wisdom, and retaining a promise to sustainable business practices
have helped them communicate the soul of their brand, capture the consumers they want and create businesses that have
achieved economic, environmental and social success.

Dialogue Session: Redefining the American Dream
Eric Park, Ziba Designs, and John Creson, Addis Creson and YOU
Success in America used to mean “making it big”. But in today’s era of environmental and economic crisis, has the American
Dream become unreachable? Perhaps as it has formerly been imagined. However, studies of younger people today reveal
that while they still want to live better, they are also comfortable consuming less. The door is now open for the first time in a
generation to re-imagine a new American Dream. What is it that the consumers of the future will find attractive and engaging
in a new brand? Join this dialogue session to hear how designers are helping to create new value propositions in response to
the shift in attitudes and values of striving Americans today, and to contribute your own thoughts about how to re-think the
American Dream and what this might mean for the brands of the future.
Level: All

Maximizing Profits by Imaginative Use of Materials
Jeff Clapp, CEO/Founder, and and Wendy Rawson, Business Manager, Bells From Everest
Bells From Everest began as a lark to turn trash from Mount Everest into inspirational works of art. But when a byproduct of
the production process starting accumulating on the shop floor, imagination took over, and the company created a way to use
its own waste to produce a product with even greater marketing appeal and these new products are now being distributed
by Walt Disney World, Neiman Marcus, LL Bean, Fred Segal, The American Museum of Natural History, and direct sales. Moral
of the story? 1) Just because an idea is not sexy does not mean it will not be profitable. 2) Never let a useful by product go to
waste 3) Ingenuity, persistence and positive media communications pay off. Learn more from this case study.

Bringing Sustainability Home: Integrating Fresh, Locally Grown Food into the Health Care System
Preston Maring, MD, OB/GYN, and founder of Kaiser Permanente Farmers’ Markets, Kaiser Permanente
Dr. Maring will present a case study about how he developed Kaiser Permanente’s Farmers’ Markets and other healthy foods
programs including farm box delivery to employees and local produce being served at hospitals. You’ll learn how to raise
awareness about sustainable food in the workplace, why it’s critical to partner with a wide range of stakeholders to start a
farmers’ market program, and how better access to fresh produce can inspire a healthier workforce.

Changing the Game: The EarthEraTM Initiative
Nate Hanson, Vice President, NextEraTM Energy Resources
Learn how EarthEraTM can help position and align your brand with your customers’ beliefs. Hear how businesses, universities
and municipalities are responding to their customers’ values with the simple and powerful EarthEraTM message. At the end
of this session, you will know how implementing EarthEraTM offers directly responds to your customers’ needs and provides
your company the opportunity to increase brand value and customer loyalty. EarthEraTM is supported by NextEraTM Energy
Resources, the largest producer of wind and solar energy in North America, with over 20 years experience building and oper-
ating renewable energy projects.
Level: All


2:40 - 3:25 pm The Market Value of Sustainability - For Brands, Consumers, and Investors
Paul Herman, HIP Investor, Carol Holding, Holding Associates, Cynthia Figge, EKOS Consulting, Joshua Levine,
UBS
Increasing disillusionment about business ethics and the instability of rapid growth investment schemes continues to drive
growth in socially responsible investments from both SRI and mainstream investment houses. At the same time, new ventures
such as GoodGuide, Vanno, Carrot Project, Zumer and EkoHub are all contributing to greater information access for advocacy
groups, consumers, and customers. While increased information access steps up the pressure for brands to become increas-
ingly more authentic in their commitments, for brands that get out front on their sustainability initiatives, there is a growing
opportunity to attract and retain the commitment of investors and other stakeholders who are more likely to remain loyal to
your brand because of your efforts. Learn about these increasingly influential stakeholders and information resources, what
they are looking for from you, and how you can communicate with them effectively to the advantage of your business.
Level: All

Persuasive Design: A Case Study and Dialogue on Issues & Opportunities
Robert Fabricant, Executive Creative Director, frog design
If ‘brand’ has the power to change the world, product design will certainly play a fundamental role. Much emerging thinking
is taking place around the notion of persuasive technology and the opportunity for design to help people both understand
the change they need to make, and change their behavior accordingly. While potentially controversial, perhaps at no time in
history has there been such a need for the kind of rapid and positive behavior change needed to help us build a sustainable
future. With mobile adoption rates now reaching 90% in some as of yet untapped markets, enormous opportunity exists for
leveraging this technology to provide business solutions to some of the greatest social needs. This session will discuss persua-
sive technology within the context of a case study of Project Masiluleke the first ever attempt to address the HIV epidemic in
KwaZulu Natal, South Africa with a mobile solution, starting with a single text message to 1 million phones.

The Promises and Perils of Behavioral Targeting Online
David Phillips, CEO, Natural Path Media
With panelists: Mike “JB” John-Baptiste, CEO, Peerset; Todd Parsons, Co-Founder, BuzzLogic; Betsy Sperry, former Managing
Director of Grey West, Beyond Interactive and McCann SF, currently an Entrepreneur in Residence at Stanford; Nick Aster,
Co-Founder, Triple Pundit
Behavioral and other forms of targeting are on every marketer’s radar these days, especially as tough economic times demand
greater efficiency. What do we mean by behavioral targeting and what are basic principles and examples separating permis-
sible and risky BT marketing? What is the range of targeting disciplines (segmentation through vertical networks, contextual,
demographic and behavioral)? How do each improve overall efficiencies and present unique challenges for sustainable
marketers? What practical steps should sustainable brand marketers take to ensure best practices and get in front of coming
regulation? And finally, are there special ethical concerns for online marketers and the sustainability (values driven) sector?

Eco-Labeling – Who Do You Trust?
Sponsored session: Jacqueline Ottman, Founder, J. Ottman Consulting, with Chris Nelson, Underwriters Labora-
tory, Jill Vohr, US EPA, Marilyn Black, Air Quality Systems, and Anna Siefken of ICF International.
When it comes to eco-labels and certifications, the name of the game is trust. Who can consumers trust in their search for
credible, clear information – not for profits? Government? Retailers? Even for-profits? Join a lively debate and learn about the
latest newcomers to the field of eco-labeling and certification — and decide for yourself. Note: This session is sponsored by
Underwriter’s Lab and held in partnership with the EPA ENERGY STAR Program.

Sustaining Sustainability: Creating Brands that Build Community And Shift Behavior
Robin Raj, CEO, Citizen Group
How do we transform all the interest surrounding sustainability into real and sustainable change? Robin Raj, founder and
executive creative director of the agency Citizen, San Francisco will address this question through real-life examples of mean-
ingful market transformation and shifting consumer behavior. Robin will showcase Citizen’s work for WWF’s Climate Savers
project, USA Network, and NRDC’s efforts on behalf of major sports leagues, entertainment companies and other culture
leaders. As we count down to Copenhagen and usher in the clean energy economy, he will illuminate the opportunity to
mainstream green by creating initiatives that involve many stakeholders, leverage social media, and provide organizations the
tools, confidence, and creativity to transform themselves.
Level: Intermediate

Blue Collar to Green Collar: Evolving a Traditional Industry
David Quigg, Director of Marketing & Co-Owner, Grays Harbor Paper
The informative and entertaining story of how a paper company in a once timber dependent community has used the “triple
bottom line” business approach to evolve into the industry leader in the development and production of environmentally
friendly papers. This talk provides practical and pertinent information on strategies that your organization can take home and
implement immediately.
Level: All

3:30 - 4:00 pm
NETWORKING BREAK - SPONSORED BY MWV

4:00 - 4:45 pm Women and Green: Who They Are, What They Want, and Why They Matter
Diane MacEachern, Founder & CEO, Big Green Purse
Women are taking sustainability by storm. Whether in their business roles, or at home, not only are they fueling the growth
in green products and services; they’re holding businesses accountable for manufacturing practices perceived to harm them,
their families and the environment. This presentation will review the most current data on women’s’ buying patterns; high-
light what environmental issues matter to them most (hint: it’s not climate change); and offer specific recommendations the
audience can use to develop and market new and existing green products that will meet their needs - and strengthen revenue
streams for producers.
Level: Intermediate

Effective PR In The Age of Transparency
Annie Longsworth, Managing Director, Cohn & Wolfe and Sandy Skees, Founder, Communication For Good
From Vanity Fair to Businessweek, every major national publication has put “green” on its cover at some point in the past two
years. But are consumers even interested in reading a magazine, or is all the news really found online? No matter what me-
dium, public relations plays a key role in helping to communicate corporate strategy and product benefits, and even in helping

media understand the right questions to ask. This session, which will feature experts from Cohn & Wolfe, Communications-
4Good, as well as sustainability journalists, and will explore the relationship between green media and green PR, including
how to target your messages appropriately.

Form, Function and Footprint: Strategies for Designing a More Sustainable Business
Mark Dwight, Rickshaw Bags
When Mark set out to launch Rickshaw Bags, building a business and product line that was both elegant, efficient, and there-
fore sustainable was at the center of his design strategy. Learn the strategies he’s taken to ensure that no compromise in form
and function was made to ensure the smallest footprint possible at Rickshaw.

Dialogue Session: Opportunities and Conditions for Successful Multi-stakeholder Collaboration
Seetha Coleman-Kammula, Simply Sustain with Christina Nicholson, Director of Sustainability, Williams-Sonoma
Many of the thorniest, but highest value innovations require highly integrated collaboration across a market sector and/
or supply chains to succeed. These efforts are often fraught with intangible challenges associated an outdated competitive,
protectionist mindset. This session will present some successful efforts in the plastics, organic cotton, furniture industries and
elsewhere, where collaboration for the greater good prevailed (or failed), as well as open the discussion to participants to dis-
cuss their experience and contemplate together what it takes to create conditions for successful multi-stakeholder initiatives.

Leader as Social Architect
Pam Wilhelms, WCG
Sustainable brands depend on healthy organizations that pulse with creativity and innovation. As we shift from the static
models of organizational structure to dynamic, creative living systems, the leader’s role as a designer or architect of that
space is crucial. Great leadership taps the collective energy, intelligence, and vision of the enterprise. This workshop will ex-
plore the changing role of the leader for influencing deep cultural shift in organizations seeking structures for blended values.
Level: Intermediate

SPONSORED SESSION Face-to-Face Marketing & the Practical Green Event
Gary Survis, CEO, Go Green Displays
Green face-to-face marketing presents its own unique challenges. Not only will your customers be judging your messaging,
but they will be seeing your organization living its values. Forget a single detail and you may lose customers because they
don’t believe that you are authentic. This seminar will focus on an approach to evaluating your events including mobile pro-
grams, trade shows, conferences, and sponsorships. We will cover the “Practical Green Event Check Up” which is a simple tool
to ensure that your event delivers a strong green positioning within an eco-friendly event. We will also discuss best practices
for selecting vendors, suppliers, and partners who will assist your organization in delivering your presence at an event. Finally,
a structured process will be outlined for selecting events and sponsorships to align your organization.
Level: All

4:45 - 5:30 pm Rethinking the Consumption Compulsion
Nathan Shedroff, Author, “Making Meaning”, Alan Marks, SVP, Corporate Communications, eBay and Teaque
Lenahan, gravitytank
It’s ever been enough to make novel solutions if they don’t fit customers’ lives. It’s not enough to make more sustainable
solutions for the same reason. Most customers don’t even respond to sustainability as strongly as they respond to health,
efficiency, convenience, price, emotion, and meaning. One strong path forward for companies is to understand the system
of meaning in order to make more meaningful offerings, whether products, services, or events as these make deeper, more
lasting connections with customers. However, this poses new issues for companies to address, ultimately questioning values,
customer relationships, and even business models. The aim of this session is to answer the most pressing questions with in-
formation we can put into practice immediately. But, it also aims to surface bigger questions that need to be brought forward
that we will only answer together.

Sustainable Brands 2009 Conference

Sustainable Brands 2009 Conference

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