Nearly every brand today embarking on a sustainable brand journey faces the question at one stage or another: "Should I adopt or create an eco-label, pursue a particular certification, or manage to a particular industry ranking as part of my brand strategy?" The question is complex, and as illustrated by the recent case wherein Apple attempted to withdraw from its commitment to pursue EPEAT certification for it's products--stakeholder sentiment can be unclear on the topic until a misplaced decision is put forward. This panel, led by a senior representative of SustainAbility, conveys results of a recent brand sentiment exploration on the topic, and offers the perspective of industry leaders who have each given the topic a significant amount of thought. Expect to participate in a healthy conversation and count on leaving the session with a better sense of how to think about the topic given your own situation.

1. The Role of Eco-Labeling and Certification
in Sustainable Brands' Success
¡ Rob Cameron, Executive Director, SustainAbility
¡ Nestor Coronado Palma, Director of Sustainability,
Philips Consumer Lifestyle
¡ Alex Cole, Corporate Affairs Director, Sainsbury's
¡ Bill Eyres, Head of Sustainability, O2
Sustainable Brands
London Conference

2. The Role of Eco-Labeling and Certification
in Sustainable Brands' Success
¡ Nestor Coronado Palma, Director of Sustainability,
Philips Consumer Lifestyle
Sustainable Brands
London Conference

3. The Role of Eco-Labeling and Certification
Néstor Coronado Palma
Director Sustainability
November 2012
Néstor Coronado Palma, Director Sustainability, November 2012

4. Awareness, Choice and Trust are the key drop-
off reasons in the green funnel,
and the key opportunities that eco-labels can
address in a meaningful manner.
Source: BCG Global Green
Consumer Survey, 2008.
Néstor Coronado Palma, Director Sustainability, November 2012

5. What does this label mean?
Do they reward a product? or an organization?
“El
Dis;n;u”
Catalonia
(E)
Hungary
The
Nordic
Swan
FIN,
S,
DK
&
N
“NF
Environnement”
Good
Env
Choice
France
Sweden
Aenor
Spain
Milieukeur
“Umweltzeichen”
Env
Friendly
Products
Netherlands
Austria
Czech
Republic
Slovak
Republic
Néstor Coronado Palma, Director Sustainability, November 2012

6. Main conclusions
• Generic eco-labels have had limited
success due to lack of transparency and
distrust by the general public,
• However specific eco-labels like energy
labels have been successful, due to the clear
benefit for the consumer.
4
Néstor Coronado Palma, Director Sustainability, November 2012

7. Néstor Coronado Palma, Director Sustainability, November 2012 5

8. The Role of Eco-Labeling and Certification
in Sustainable Brands' Success
¡ Alex Cole, Corporate Affairs Director, Sainsbury’s
Sustainable Brands
London Conference

9. The role of eco-labelling and
certification in sustainable
brands’ success
Alex Cole, Corporate Affairs Director
28th November 2012

10. Wave 1 - Brands 1986
Brands as the original consumer promise
1989
- >specialist sub-brands to differentiate
2002
Wave 2 – Brand halo 1996
Eco-labelling and certification to add credibility
and expertise, verified standards 2000
Multiple labels reflect distinct areas of focus
2004
First adopters can differentiate
Fast followers can benefit from learnings
2004
@SainsburysPR #20x20 2009

11. Wave 3 – Dealing with success
Mass adoption & Proliferation
Lowest common One-size Consumer & Supplier Multi-sector
denominator fits all overload initiatives
Wave 4? – Back to brands
Tailored business models
Integrated supply chain
Third party verification of company standards
New brands co-created
Consumer loyalty and trust
@SainsburysPR #20x20 Core of brand proposition

12. The Role of Eco-Labeling and Certification
in Sustainable Brands' Success
¡ Bill Eyres, Head of Sustainability, O2
Sustainable Brands
London Conference

13. The role of labelling and
certification in sustainable brands
success – the O2 experience
Bill Eyres
Head of Sustainability
November 2012

14. Labelling – part of a wider transparency movement?
Sustainability as a means to differentiate

15. Why Eco rating – and why now?
Sustainability as a means to differentiate
Consumer research in 2009 indicated O2’s sustainability credentials would
have some influence on 44% of respondents in terms of buying a mobile phone
• Eco rating was developed with full support from our handset
suppliers
• It rates both corporate and device sustainability
• A 0.0 to 5.0 score is achieved for each device
• Our rainbow logo was developed through consumer-testing
• This has been communicated for handsets both in O2 retail
stores and online since Aug 2010.

16. Why Eco rating – impact to date?
Sustainability as a means to differentiate
Reaction from Consumers:
‘Really appreciate a single source of truth – a simple score
covering the major concerns – ethics, chemicals etc.’
Reaction from Suppliers:
‘It can be completed in minutes’
‘Of all attempts to compare environmental performance, we
believe this rating system gives consumers the clearest picture on
the environmental impact of their phone.’
Reaction from Stakeholders / Media:
‘Strong appeal to a growing area of
consumers’
‘You can see at a glance what the ratings
are.’

17. Why Eco rating – and what next?
Sustainability as a means to differentiate
o Roll out within Telefonica, rewarding the purchase
of more sustainability-conscious handsets.
o Working with the wider telecommunications
industry, developing a Global Standard
o In 2012, we released our Think Big Blueprint
o People, planet and customer goals and
commitments for 2015.
o Continuing to drive change within our supply-
chain

18. Thank you
Bill.eyres@o2.com
@billeyres
Presentation title Author's name 18 December 2012 Confidential