www.sustainablebrands.com/library

2. Adam Elman
Global Head of Plan A Delivery
@adamelman

3. The problem.....
“
Traditional approaches to sustainability
aren’t sufficient – they’re not sufficiently
positive to be motivating and don’t
provoke the level of change required
Ian Cheshire, Group Chief Executive, Kingfisher plc
”

4. We wanted to share our learning's....

5. Insights from experience

6. The report...

7. Key opportunity areas...
Shared value
More with less
Circular economy
New consumption models
Transparency and customer engagement

8. Innovate for efficiency & resilient supply chains...
Shared value
• Building a prosperous workforce and
community
More with less
• Driving productivity through resource
efficiency
Circular economy
•
Closing the loop

9. Innovate to Engage the consumer..
New consumption
models
• Changing the customer proposition
Transparency and
customer
engagement
• Building customer dialogue

10. Capturing the prize – a framework for developing a strategy

11. Capturing the prize – a practical toolkit
Boardroom agenda
Trends and challenges
Key opportunities
Sales and Marketing
Operations
Procurement
Leading and communicate the change
Enable action
Re-enforce the change
Trends
Case studies

12. So what about M&S?

13. Where to go for more information?

14. MEET THE ASPIRATIONALS
SHIFTING SUSTAINABILITY FROM
OBLIGATION TO DESIRE
#aspirationals
@itsBBMG

15. Sustainability has reached a tipping point for consumers
FROM OBLIGATION TO DESIRE

16. THE MOMENT OF OPPORTUNITY
EASE
OBLIGATION
DESIRE
NOVELTY
UBIQUITY
TIME

17. CHANGING EXPECTATIONS
Consumer perceptions are changing
Performance
FROM OR TO AND
Accessibility
Style
Price
& SUSTAINABILITY

18. FUELED BY ASPIRATIONALS

19. ASPIRATIONALS SEGMENTATION
80%
36%
23%
Materialism
PRACTICALS
ASPIRATIONALS
24%
INDIFFERENTS
17%
ADVOCATES
10%
100%
20%
Social and Environmental Values

20. ASPIRATIONALS: BY THE NUMBERS
Global
Population
Average
Age
36.4%
39
Top Market
37%
34%
OF SENIORS
52% FEMALE
48% MALE
Average
Education
49.4%
OF BABY BOOMERS
29%
Gender
OF GENERATION X
46.8%
Primary
Shopper
in Household
40% OF MILLENNIALS
59.1%
Parents with
Kids Under 17
CHINA
Live in
Urban Areas
HIGH SCHOOL
Married
57.6%

21. ASPIRATIONALS GLOBAL PRESENCE
CANADA
RUSSIA
GERMANY
UK
GREECE
FRANCE SPAIN
USA
TURKEY
CHINA
MEXICO
PAKISTAN
AN
N
GHANA
NA
A
SOUTH
KOREA
INDONESIA
INDIA
NIGERIA
BRASIL
PERU
AUSTRALIA
ARGENTINA
21
COUNTRIES
N=21,492
25% – 39% 40% – 49%
ASPIRATIONALS
ASPIRATIONALS

22. HAPPY SHOPPERS
Shopping for new things excites me
78%
Total Respondents
Aspirationals
78%
Practicals
66%
Advocates
75%
Indifferents
63%
51%

23. STYLE AND STATUS SEEKERS
I want to stand out by the way I look, my style
73%
Total Respondents
Aspirationals
78%
Practicals
66%
Advocates
75%
Indifferents
63%
51%

24. RESPONSIBLE CONSUMERS
I believe we need to consume less to preserve
the environment for future generations
92%
Total Respondents
Aspirationals
92%
Practicals
52%
Advocates
94%
Indifferents
75%
59%

25. INFLUENCERS
I encourage others to buy from socially and
environmentally responsible companies
88%
Total Respondents
Aspirationals
88%
Practicals
39%
Advocates
87%
Indifferents
63%
33%

26. WHY ASPIRATIONALS?
A FORCE FOR CHANGE
MATERIALISM
CULTURAL
INFLUENCE
+ Culture
+ Materialism
+ Sustainability
SUSTAINABLE
VALUES

27. THE DYNAMIC TENSION:
RETHINKING CONSUMPTION
LOVE TO
CONSUME
HAPPINESS
BEYOND
+ LESS +
SHOP
STUFF

28. TAKEAWAYS

29. UNIVERSAL ASPIRATIONS:
BEYOND POSSESSIONS
+ Health
+ Voice
+ Meaning
+ Security
+ Status
+ Creativity

30. A NEW ROLE FOR BRANDS:
BEYOND PRODUCTS

31. SUSTAINABLE DESIGN: CONTINUOUS USE

32. A NEW ALCHEMY: COLLABORATION
+ Enterprise Strategy
+ Marketing
+ Sustainability
+ Product Development
+ Consumers
+ Makers

33. A NEW IMPERATIVE: DISRUPT & DELIGHT
BRAND
Purpose
Meaning
Culture
Values
Relationships
PERFORMANCE
Economic
Environmental
Social
Shared Value
INNOVATION
DISRUPT &
DELIGHT
Business Models
Products
Packaging
Platforms
Marketplaces
SUSTAINABILITY
Materiality
Biodiversity
Waste
Resilience
Equality

34. THE ASPIRATIONALS PROJECT:
JOIN US
RAPHAEL BEMPORAD
CHRIS COULTER
@itsBBMG
rbemporad@bbmg.com
@GlobeScan
chris.coulter@globescan.com
#aspirationals

35. How the Internet of Things, the
Makers Movement and 3D Printing
combine for sustainable change.
@mateoy

36. @mateoy

37. Authenticity
Community
Creativity
Transparency

38. First came the “nichefication” of media
POWer
to choose
POWer
To publish

39. Sucker punch for the music and other creative
industries

40. Power of social means a gathering storm for
the rest of business

41. The storm CLOUD in question
Storms have power to disrupt

42. Internet of Things and the POWER to connect

43. A connected back story to our devices

44. The 50 billion club
Source: Cisco

45. Forget recipes, how about sustainable living?

47. Adding sustainable design to the mix

48. Building on sustainable design

49. The POWER to Replicate

50. We’ve seen this before
The new Hewlett-Packard 9100A personal computer" is "ready,
willing, and able... to relieve you of waiting to get on the big
computer.

51. The end of mass production?

52. End of the supply chain as we know it?

53. Put it altogether…..

54. A personal and sustainable wine experience
IoT connected
wine labels with a
sustainability
back story
3D containers to
reduce supply
chain costs
Chateau
Plonk
cave de
Matthew
Connected
customers and
winemakers to
produce more
sustainable wines

55. Wine racks that tell you when you’ve run out
…and when you’ve had enough!

56. Cheers!
Matthew Yeomans
Director – Custom Communication
www.customcommunication.co.uk
matthew@customcommunication.co.uk
@mateoy