2. Success Stories
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Fabiana Tomas Pellicciari, Business Unit Director, SOU Brand, Natura
– SOU: product innovation to enable new types of consumption and behavior
– Use material impacts as opportunities to reduce consumption restrictions and guilt
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Javier Rodriguez Merino, Group Sustainability Director, The Coca-Cola Company
– PlantBottle: innovation from risk
– Get started, don‟t wait for perfect numbers; partner to improve and scale
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Coleman Bigelow, Global Sustainability Marketing Director, Johnson & Johnson
– Care to Recycle: bathroom recycling campaign around a key insight
– Raise both internal and external visibility; drive interaction with key brand teams
www.SustainableBrands.com
3. Consumer Insight Development
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Daniel Vennard, Global Sustainability Director, MARS
– Purchasing behavior data indicates sustainability attributes not popular or sticky
– Edit choices „quietly,‟ minimize disruption, create attraction to new choice set
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Kate Heiny, Senior Group Manager, Sustainability, Target Corporation
– Design thinking process based on empathy interviews indicates strong appeal of
sustainability attributes
– Move efforts from “back stage” to “front stage” for customer recognition
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Lazlo Karafiath, Producer, Culture2 Inc.
– Meme science as a tool for uncovering patterns in opinion/thought formation
– The power of listening without distorting what you hear
– Climate change is a bad meme: it is not spreading well and only creates anxiety
www.SustainableBrands.com
4. Meaningful Brands Index
• Amy du Pon, Global Head of Data Insights, Havas Media
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People would not care if 73% of brands disappeared
Only 20% of brands improve quality of life
Key dimensions of personal and collective wellbeing
“Meaningful Brands” outperform market by 120%
www.SustainableBrands.com
5. Meaningful Brands Exercise
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How to improve L‟Oréal‟s „meaningful brand‟ performance
– Havas research indicates L‟Oréal has strong “Marketplace” performance (e.g.
quality, safety, etc.)…
– …but has room to improve in “Personal Wellbeing” and “Collective Wellbeing”
attributes of meaningfulness (e.g. self-esteem, community development, etc.)
– The member group broke into teams to brainstorm strategies for L‟Oréal to
improve Personal Wellbeing and Collective Wellbeing attributes
– A series of high-potential campaign ideas emerged that L‟Oréal can explore
immediately for attribute improvement, including:
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Unsung Heros
Women of Worth
I‟m Worth It
Make-up Worn Well Institute
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The Beautiful Life Project
Match & Beauty Teller
Meaning of a Happier Life
Make-up Wake-up
www.SustainableBrands.com
6. Redefining Value – No More Excuses
• Tensie Whelan, President, Rainforest Alliance
– 55% of all Americans belong to the Spend Shift
movement
– Just because consumers haven‟t asked for it, it doesn‟t
mean they wouldn‟t buy it or enjoy it (e.g. potato chips,
Apple)
– Redefine “value,” identify opportunities for your
customers, and then create a culture of engagement
www.SustainableBrands.com
7. Key Takeaways
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Build innovation on a business risk
Be aware of the lens you use in generating consumer insights
Flip constraints into opportunities for new types of value
Think big, start small, act now
Limit alternatives to customers, then create attraction to choice set
Leadership and meaning requires creating personal relevance
Don‟t lead with sustainability
Sustainability should not be the marketing strategy, it should be
integrated into the marketing strategy
www.SustainableBrands.com
8. Opportunities for Future Collective Actions
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Utilize future Member Meetings for more brand innovation hacks
Form collaboration around an issue to drive cross-brand meaningfulness
Redefine value by changing cultural norms for value (Hint: it‟s not just price)
Sign on to 1-3 performance indices to alleviate stress with current multitude
Evolve insight development by bridging purchasing data and empathy
Study more sustainability memes and improve group listening skills
Advance conversation through case studies, including failures
Interpret and innovate together on emerging signals, e.g. sharing economy
Disrupt consulting by increasing the frequency of insight sharing and ideation
www.SustainableBrands.com
