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the best of
sustainability
Explore best practices around sustainability. Consumer expect
brands to do more and stand for more. Check how
sustainability is driving business, social and environmental
innovation.
SIGNMESH.COMSNAPSHOTJUNE2018
introduction
INTRODUCTION
Consumer expectations towards sustainability and
clear stands for causes are constantly on the rise.
In this report, we will explore how brands and business
are reacting to sustainability trend in areas of:
• BUSINESS INNOVATION - how are businesses
innovating to bring sustainability issues to the front
of their activities
• SOCIAL INNOVATION - what kind of initiatives are
inspiring and enabling people and communities to
do good
• ENVIRONMENTAL INNOVATION - how are
companies approaching environmental issues to
bring a positive change
content
1
consumers’
state of
mind
2
best practices
around
sustainability
3
what’s the
takeout?
CONTENT
consumers’ 

state of mind
INTRODUCTION
1
4
 68%
of Millennials say that
“creating change in the
world is a personal goal of
mine that I actively pursue”
CONSUMERS STATE OF MIND
41%
also said the had “recently taken
concrete action (protested in a
march, volunteered on a
campaign, canvassed a
neighborhood for signatures) on
an issue that is important to me”
Source: Enso
CONSUMERS'STATEOFMIND
Consumers who are
more likely to buy
from or to boycott a
brand because of its
stance on a social
or political issue
Consumers who are
more likely to make
their purchase
decisions based on
the beliefs of brands
than they were three
years ago
Consumers who said they
made their first purchase
with a brand purely
because they agreed with
their stance on a sensitive
social issue
CONSUMERS WANT BRANDS
THAT SPEAK OUT
57% 30% 67%
CONSUMERS'STATEOFMIND
Source: Edelman
would not buy from a
brand simply because
they did not speak up
at all on an issue
WHAT IS MORE…
65%
CONSUMERS'STATEOFMIND
Source: Edelman
best practices
around
sustainability
INTRODUCTION
2
business
innovation
How are businesses innovating to bring
sustainability issues to the front of their
activities
A Goood
Collaboration
Die Fantastischen Vier - four musicians
who together make up one of Germany’s
longest-running hip-hop bands - will be
cooperating with Goood Mobile, the
provider aiming to make the greatest
possible social impact as an advertising
partner. The provider’s concept is that
users donate 10% of their basic monthly
fee to their chosen purpose, and the
company themselves donate 25% of
their profits to socially beneficial
projects.
They emphasize the goal of enabling
“painless giving,” with a business that
people can not only support by being
customers but actively participate in.
Source: http://signme.sh/nrzjT57UC
FINANCETRENDSBUSINESSINNOVATION
Supermarket
Starts Urban
Farming Initiative
All harvested produce will be sold in-
store. At the moment they grow five
kinds of lettuce and for the coming year
tomatoes, eggplants and zucchini will be
added. Next to just selling the produce,
the urban garden will also function as an
educational space, offering workshops
to schools in 2018.
There are a lot of advantages to this kind
of farming. With the glasshouses,
local fresh produce can be offered the
whole year round also indoor farming
uses less water and doesn't require
pesticides, when at the same time
reducing carbon emissions.
Source: http://signme.sh/bSyj1txLN
BUSINESSINNOVATION
Radical
Transparency
Disrupts Fashion
Source: http://signme.sh/TcSOuTq3m
BUSINESSINNOVATION
Everlane’s founder, Michael Preysman,
always had the goal to “explode the
fundamental building blocks of fashion”.
The company always took a very open
approach to pricing, letting consumers
know exactly where prices were coming
from.
The latest initiative the company started:
changing the price of their sweaters
based on the falling prices for cashmere
fibers. This transparency initiative
underlines the company’s intended
social impact, not letting consumers in
the dark about global trade evolvements
like so many others do.
Lush Embrace
Zero Packaging
Source: http://signme.sh/BWUcESvPr
BUSINESSINNOVATION
Lush are already known for their
recyclable packaging and eco-conscious
nature, and now they’re going a step
further.
They recently held a “Naked House”
event where they debuted new concepts
for sustainable product packaging.
These included cork dishes for soap
bars, bath bomb trays made from
recycled paper mixed with water and
moulded as well as bath oil boxes
produced from recycled takeaway coffee
cups.
Marks & Spencer
Plan A
Source: http://signme.sh/BWUcESvPr
BUSINESSINNOVATION
Marks & Spencer recognized the speed
at which their customers’ world was -
and is - changing with great political,
social and technological disruption. They
decided to launch Plan A ten years ago,
a movement within their business to
tackle five big issues - climate change,
waste, resources, fair partnerships and
health.
All of their actions as a business and
brand since then have aligned to in some
way address these topics. In the process
they are helping their customers to have
a more positive impact on wellbeing,
communities and the planet.
social
innovation
What kind of initiatives are inspiring and
enabling people and communities to do
good
Doing Good With
Just One Swipe
Giving for good causes has never
been easier: Misereor's posters
placed in high frequented areas like
airports call for donation and offer a
simple act of simply swiping your
credit card which is enough to donate
two euros without any further needed
security steps.
You can also see immediately what
your donation does, as the swipe of
the card symbolically cuts through
the chains binding a Philippine child
prisoner or cuts a slice of bread for a
family in Peru.
Source: http://signme.sh/37F9k3fxz
SOCIALINNOVATION
Charity Gamified
The mobile payment platform Alipay
gamifies going green with the app Ant
Forest, rewarding all actions that are
reducing carbon footprint like using
public transport or walking.
Users collect “energy points” and
compete with friends to grow virtual
trees. After collecting enough points,
Ant Financial will plant a real tree. Alipay
is also taking transparency issues around
charitable work in China very seriously
by using blockchain to power the
donation platform and installing cameras
to show participants the planted forests.
Source: http://signme.sh/T2DZOXS80
SOCIALINNOVATION
Rewards For
Healthy Living
The Helsana+ app gives users an
additional motivation to stay fit and
healthy. It lets them collect Plus Points
for sport activities, preventive health
measures and memberships in gyms and
clubs. Those Plus Points can then be
redeemed in the form of cash payments
as well as offers and discounts from
Helsana’s partners. The app further lets
users set a personal target to make
collecting points more fun.
Source: http://signme.sh/CJCL3VN5y
SOCIALINNOVATION
UK City Introduces
Own Social
Cryptocurrency
The scheme is an application of the
blockchain technology and is completely
digital and can only be earned by
volunteering or community work rather
than bought or sold with hard cash. The
idea behind it is basically a corporate
loyalty card but for community loyalty.
Local businesses would be offering
discounts bewtween 10-50 per cent. The
program both attracts customers and
boosts corporate responsibility
credentials.
Source: http://signme.sh/djGu61s9n
SOCIALINNOVATION
Educating The Next
Generation Of
Coders
Mattel partnered with computing
platform Tynker to bring coding lessons
to 10 million children by 2020. The goal is
to spark a desire for pursuing tech-based
careers. Seven Barbie coding lessons will
be created to inspire kids, especially
girls, to go into technical professions.
Source: http://signme.sh/CYatOCBaR
SOCIALINNOVATION
environmental
innovation
How are companies approaching
environmental issues to bring a positive
change
ENVIRONMENTALINNOVATION
Adidas’ Ocean
Plastic Moonshot
In a contribution to rid the world’s
oceans of plastic, Adidas declared a
moonshot for 2024 whereby all their
products will be made from the recycled
plastic. Eric Liedtke, head of global
brands at the company made the
announcement, and the initiative will be
led by the brand’s partnership with
Parley for the Oceans.
Source: http://signme.sh/y9G7P0is8
ENVIRONMENTALINNOVATION
Super Clean
Super Bowl
In a bid to become the first-ever zero-
waste Super Bowl, this year’s event
saw 200 students taking part in the
event by providing more bins,
informing stadium-goers about what’s
recyclable and where to dispose of
each material. They were also joined
by volunteers from PepsiCo - the
sponsor company - who also acted as
ambassadors for the campaign.
Source: http://signme.sh/PDrhbJ_I6
ENVIRONMENTALINNOVATION
Lacoste’s
Powerful New
Logos
To highlight ten endangered species,
Lacoste will be swapping out their
classic crocodile logo of 85 years on a
series of limited edition polo shirts for
the endangered animals.
This campaign, named “Save Our
Species” is kicking off their new
three-year partnership with the
International Union for Conservation
of Nature (IUCN). The number of
limited edition shirts featuring each
animal will also correspond to the
number left in the wild.
Source: http://signme.sh/xe7SA29ha
ENVIRONMENTALINNOVATION
A Mobile Bank
With A Purpose
Tomorrow is a 100% mobile bank which
helps customers make an impact. The
bank itself finances renewable energy,
organic agriculture and microcredit
projects, and sponsors reforestation
projects with every payment users make.
The technology behind the bank also aims
to make sending money, saving and
spending as smooth and responsive as
possible, with full control for the
customer and even a tailored investment
strategy for each individual to make a
positive impact with their money. The app
also has an “impact board” which tells
customers exactly what their money
helped save or sustain.
Source: http://signme.sh/N6y-eIqYY
ENVIRONMENTALINNOVATION
Patagonia's
Microsite For Real
Action
Patagonia has launched Patagonia Action
Works, a place people who want to make
a difference can “sign up, show up [and]
take action”. This is a microsite where
users can find like-minded people in their
vicinity to join up with. They simply
select their location and the causes they
feel most strongly about, which include
topics such as climate, communities and
water, and they are shown a list of
organizations matching the criteria as
well as nearby events and volunteering
opportunities. Organizations are also
able to apply for grants from the
Patagonia brand via this site.
Source: http://signme.sh/h6bMw5GD-
ENVIRONMENTALINNOVATION
what’s the
takeout?
THETAKEOUT
3
Communication has to be always in line
with what the company stands for
Learnings
01
LEARNINGS
Making a firm stand about causes that
the company believes in is key
Learnings
02
LEARNINGS
Proper understanding of the context &
empathy of the situations and
movements around the society is crucial
Learnings
03
LEARNINGS
visit signmesh.com
want more?
request a demo
This report has been created with the signmesh innovation hub. A tailored
dashboard of curated insights and business cases to keep your company
ahead of the learning curve and inspire ongoing innovation.
REQUESTADEMO
The signmesh innovation hub is a service
brought to life in a collaboration by LHBS
Consulting and LOOP New Media. signmesh
helps to create a company culture of
innovation and keeps your team inspired and
up to speed.
Find out more about signmesh
www.signmesh.com
The companies behind
www.lhbs.com
www.agentur-loop.com
ABOUTSIGNMESH
about
signmesh

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signmesh snapshot - the best of sustainability

  • 1. snapshot the best of sustainability Explore best practices around sustainability. Consumer expect brands to do more and stand for more. Check how sustainability is driving business, social and environmental innovation. SIGNMESH.COMSNAPSHOTJUNE2018
  • 2. introduction INTRODUCTION Consumer expectations towards sustainability and clear stands for causes are constantly on the rise. In this report, we will explore how brands and business are reacting to sustainability trend in areas of: • BUSINESS INNOVATION - how are businesses innovating to bring sustainability issues to the front of their activities • SOCIAL INNOVATION - what kind of initiatives are inspiring and enabling people and communities to do good • ENVIRONMENTAL INNOVATION - how are companies approaching environmental issues to bring a positive change
  • 4. consumers’ 
 state of mind INTRODUCTION 1 4
  • 5.  68% of Millennials say that “creating change in the world is a personal goal of mine that I actively pursue” CONSUMERS STATE OF MIND 41% also said the had “recently taken concrete action (protested in a march, volunteered on a campaign, canvassed a neighborhood for signatures) on an issue that is important to me” Source: Enso CONSUMERS'STATEOFMIND
  • 6. Consumers who are more likely to buy from or to boycott a brand because of its stance on a social or political issue Consumers who are more likely to make their purchase decisions based on the beliefs of brands than they were three years ago Consumers who said they made their first purchase with a brand purely because they agreed with their stance on a sensitive social issue CONSUMERS WANT BRANDS THAT SPEAK OUT 57% 30% 67% CONSUMERS'STATEOFMIND Source: Edelman
  • 7. would not buy from a brand simply because they did not speak up at all on an issue WHAT IS MORE… 65% CONSUMERS'STATEOFMIND Source: Edelman
  • 9. business innovation How are businesses innovating to bring sustainability issues to the front of their activities
  • 10. A Goood Collaboration Die Fantastischen Vier - four musicians who together make up one of Germany’s longest-running hip-hop bands - will be cooperating with Goood Mobile, the provider aiming to make the greatest possible social impact as an advertising partner. The provider’s concept is that users donate 10% of their basic monthly fee to their chosen purpose, and the company themselves donate 25% of their profits to socially beneficial projects. They emphasize the goal of enabling “painless giving,” with a business that people can not only support by being customers but actively participate in. Source: http://signme.sh/nrzjT57UC FINANCETRENDSBUSINESSINNOVATION
  • 11. Supermarket Starts Urban Farming Initiative All harvested produce will be sold in- store. At the moment they grow five kinds of lettuce and for the coming year tomatoes, eggplants and zucchini will be added. Next to just selling the produce, the urban garden will also function as an educational space, offering workshops to schools in 2018. There are a lot of advantages to this kind of farming. With the glasshouses, local fresh produce can be offered the whole year round also indoor farming uses less water and doesn't require pesticides, when at the same time reducing carbon emissions. Source: http://signme.sh/bSyj1txLN BUSINESSINNOVATION
  • 12. Radical Transparency Disrupts Fashion Source: http://signme.sh/TcSOuTq3m BUSINESSINNOVATION Everlane’s founder, Michael Preysman, always had the goal to “explode the fundamental building blocks of fashion”. The company always took a very open approach to pricing, letting consumers know exactly where prices were coming from. The latest initiative the company started: changing the price of their sweaters based on the falling prices for cashmere fibers. This transparency initiative underlines the company’s intended social impact, not letting consumers in the dark about global trade evolvements like so many others do.
  • 13. Lush Embrace Zero Packaging Source: http://signme.sh/BWUcESvPr BUSINESSINNOVATION Lush are already known for their recyclable packaging and eco-conscious nature, and now they’re going a step further. They recently held a “Naked House” event where they debuted new concepts for sustainable product packaging. These included cork dishes for soap bars, bath bomb trays made from recycled paper mixed with water and moulded as well as bath oil boxes produced from recycled takeaway coffee cups.
  • 14. Marks & Spencer Plan A Source: http://signme.sh/BWUcESvPr BUSINESSINNOVATION Marks & Spencer recognized the speed at which their customers’ world was - and is - changing with great political, social and technological disruption. They decided to launch Plan A ten years ago, a movement within their business to tackle five big issues - climate change, waste, resources, fair partnerships and health. All of their actions as a business and brand since then have aligned to in some way address these topics. In the process they are helping their customers to have a more positive impact on wellbeing, communities and the planet.
  • 15. social innovation What kind of initiatives are inspiring and enabling people and communities to do good
  • 16. Doing Good With Just One Swipe Giving for good causes has never been easier: Misereor's posters placed in high frequented areas like airports call for donation and offer a simple act of simply swiping your credit card which is enough to donate two euros without any further needed security steps. You can also see immediately what your donation does, as the swipe of the card symbolically cuts through the chains binding a Philippine child prisoner or cuts a slice of bread for a family in Peru. Source: http://signme.sh/37F9k3fxz SOCIALINNOVATION
  • 17. Charity Gamified The mobile payment platform Alipay gamifies going green with the app Ant Forest, rewarding all actions that are reducing carbon footprint like using public transport or walking. Users collect “energy points” and compete with friends to grow virtual trees. After collecting enough points, Ant Financial will plant a real tree. Alipay is also taking transparency issues around charitable work in China very seriously by using blockchain to power the donation platform and installing cameras to show participants the planted forests. Source: http://signme.sh/T2DZOXS80 SOCIALINNOVATION
  • 18. Rewards For Healthy Living The Helsana+ app gives users an additional motivation to stay fit and healthy. It lets them collect Plus Points for sport activities, preventive health measures and memberships in gyms and clubs. Those Plus Points can then be redeemed in the form of cash payments as well as offers and discounts from Helsana’s partners. The app further lets users set a personal target to make collecting points more fun. Source: http://signme.sh/CJCL3VN5y SOCIALINNOVATION
  • 19. UK City Introduces Own Social Cryptocurrency The scheme is an application of the blockchain technology and is completely digital and can only be earned by volunteering or community work rather than bought or sold with hard cash. The idea behind it is basically a corporate loyalty card but for community loyalty. Local businesses would be offering discounts bewtween 10-50 per cent. The program both attracts customers and boosts corporate responsibility credentials. Source: http://signme.sh/djGu61s9n SOCIALINNOVATION
  • 20. Educating The Next Generation Of Coders Mattel partnered with computing platform Tynker to bring coding lessons to 10 million children by 2020. The goal is to spark a desire for pursuing tech-based careers. Seven Barbie coding lessons will be created to inspire kids, especially girls, to go into technical professions. Source: http://signme.sh/CYatOCBaR SOCIALINNOVATION
  • 21. environmental innovation How are companies approaching environmental issues to bring a positive change ENVIRONMENTALINNOVATION
  • 22. Adidas’ Ocean Plastic Moonshot In a contribution to rid the world’s oceans of plastic, Adidas declared a moonshot for 2024 whereby all their products will be made from the recycled plastic. Eric Liedtke, head of global brands at the company made the announcement, and the initiative will be led by the brand’s partnership with Parley for the Oceans. Source: http://signme.sh/y9G7P0is8 ENVIRONMENTALINNOVATION
  • 23. Super Clean Super Bowl In a bid to become the first-ever zero- waste Super Bowl, this year’s event saw 200 students taking part in the event by providing more bins, informing stadium-goers about what’s recyclable and where to dispose of each material. They were also joined by volunteers from PepsiCo - the sponsor company - who also acted as ambassadors for the campaign. Source: http://signme.sh/PDrhbJ_I6 ENVIRONMENTALINNOVATION
  • 24. Lacoste’s Powerful New Logos To highlight ten endangered species, Lacoste will be swapping out their classic crocodile logo of 85 years on a series of limited edition polo shirts for the endangered animals. This campaign, named “Save Our Species” is kicking off their new three-year partnership with the International Union for Conservation of Nature (IUCN). The number of limited edition shirts featuring each animal will also correspond to the number left in the wild. Source: http://signme.sh/xe7SA29ha ENVIRONMENTALINNOVATION
  • 25. A Mobile Bank With A Purpose Tomorrow is a 100% mobile bank which helps customers make an impact. The bank itself finances renewable energy, organic agriculture and microcredit projects, and sponsors reforestation projects with every payment users make. The technology behind the bank also aims to make sending money, saving and spending as smooth and responsive as possible, with full control for the customer and even a tailored investment strategy for each individual to make a positive impact with their money. The app also has an “impact board” which tells customers exactly what their money helped save or sustain. Source: http://signme.sh/N6y-eIqYY ENVIRONMENTALINNOVATION
  • 26. Patagonia's Microsite For Real Action Patagonia has launched Patagonia Action Works, a place people who want to make a difference can “sign up, show up [and] take action”. This is a microsite where users can find like-minded people in their vicinity to join up with. They simply select their location and the causes they feel most strongly about, which include topics such as climate, communities and water, and they are shown a list of organizations matching the criteria as well as nearby events and volunteering opportunities. Organizations are also able to apply for grants from the Patagonia brand via this site. Source: http://signme.sh/h6bMw5GD- ENVIRONMENTALINNOVATION
  • 28. Communication has to be always in line with what the company stands for Learnings 01 LEARNINGS
  • 29. Making a firm stand about causes that the company believes in is key Learnings 02 LEARNINGS
  • 30. Proper understanding of the context & empathy of the situations and movements around the society is crucial Learnings 03 LEARNINGS
  • 31. visit signmesh.com want more? request a demo This report has been created with the signmesh innovation hub. A tailored dashboard of curated insights and business cases to keep your company ahead of the learning curve and inspire ongoing innovation. REQUESTADEMO
  • 32. The signmesh innovation hub is a service brought to life in a collaboration by LHBS Consulting and LOOP New Media. signmesh helps to create a company culture of innovation and keeps your team inspired and up to speed. Find out more about signmesh www.signmesh.com The companies behind www.lhbs.com www.agentur-loop.com ABOUTSIGNMESH about signmesh