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Strengthening the “Connecting Thread”: Engaging Consumers with Purposeful Brands in the Fashion and Apparel Value Chain
Lars LudvigsenSustainable Communications Expert@LarsHLudvigsen
Jakob Zeuthen
Chamber of Danish Commerce@jakobzeuthen
Reimer Ivang
Better World Fashion
Helene Regnell
Dansk Supermarked Group@dansksupermarke
Jonas GiersingFairtrade Denmark
Nille Skalts
B Lab Denmark
Anne-Dorte Mathiensen
Danish Beauty Award@_BeautyAward
Sustainable Brands- MÆRK:Zeuthen&Ludvigsen
MÆRK:BOOKCONTENTS
CHAPTER1 LABELSMATTER
CHAPTER2 THEWORLD’SMOSTIMPORTANTLABELS
CHAPTER3 COUSINSOFLABELS
CHAPTER4 FOODLABELS
CHAPTER5 CARELABELS
CHAPTER6 CLOTHINGLABELS
CHAPTER7 HOMELABELS
CHAPTER8 WORKLABELS
CHAPTER9 TRENDSTOWARDS2030
CHAPTER10 100STRATEGIESANDTOOLS
Sustainable Brands- MÆRK:Zeuthen&Ludvigsen
LABELSMATTER
Labelsaresymbolsofdoing good
Labelsdocumentsustainableproductsandcompanies
Labelsareaheadoflegislation
Labelsarebuyingbuttons
Labelsfuelthegreentransition
Labelsdonotalwaysmatter
Sustainable Brands- MÆRK:Zeuthen&Ludvigsen
IMPORTANTAREASTOCONSIDERWHENUSINGORDEVELOPINGALABEL
0
20
40
60
80
100Transparant
Awareness
Dynamiccriteria
Supportedbyauthorities
3.partycertification
Globalfocus
Relevance
Simplecriteria
Service
Measurableeffects
Transparency
Thirdpartycertification
Sustainable Brands- MÆRK:Zeuthen&Ludvigsen
Numberoflabelsinbusiness
1
2
3
4
5
more
Labels onproducts
Food
Care
Clothes
Home
work
Other
Number ofemployees
10
50
100
250
500
more
SuerveyLabelsin2030
Thanks to:
• AstmaAllergiDanmark• C2C• Fairtrade• FSC• GreenKey• Indeklimamærket• MadeinGreen• MSC• STeP• OEKO-TEX• NordicSwan• Representatives fromorganic labels;
Ø(L&FandDAK)andDemeter
Position incompany CEO
Othermanagement
Saleandmarket
PRandComm
Other
Stakeholder backgroundSource:MÆRKAugust2016n=152
TENTRENDSTOWARDS2030
1. THENUMBEROFLABELSWILLGROWTOWARDS2030
2. AMORECOMPETITIVELABELLINGMARKETWITHINCREASEDCOMPETITIONBETWEENLABELS- ANDMOREPARTNERSHIPSFORMUTUALBENEFIT
3. LABELSWILLOUTPERFORMLEGISLATION
4. LABELSWILLBEMOREIMPORTANTTHANCORPORATEBRANDING
5. CORPORATESTORYTELLINGONSUSTAINABILITYWITHOUTRESPONSIBLELABELLINGWILLBEMADEREDUNDANT
6. LABELLINGWILLTURNINTOAMUSTFORTRULYSUSTAINABLEBRANDS
7. MEGA-BRANDSWILLBETHELASTTOCONVERTTOSUSTAINABLELABELLING
8. LABELLINGWILLFUELBUSINESSOPPORTUNITIESFORSMALLANDMEDIUMSIZEDBUSINESSES
9. LABELSWILLBECOMEFASHION
10. INDIVIDUALSWILLCERTIFYTHEMSELVES
Sustainable Brands- MÆRK:Zeuthen&Ludvigsen
69%ofDanesuse labelsasabuying parameter
Reference:NorstatonbehalfofConfederationofDanishEnterprise,May2016n=1010.
Sustainable Brands- MÆRK:Zeuthen&Ludvigsen
Thenumber oflabelswill grow towards 2030
Sustainable Brands- MÆRK:Zeuthen&Ludvigsen
Source:MÆRKAugust2016n=152
NONEUTRALYES
Morelabels?
Source:Ecolabelindex.com
3 3 8 35
173
379
450
600
750
1950 1960 1970 1980 1990 2000 2010 2020 2030
Labelshandlechallenges
1920 1970 2020 20700
300
600
900
1200 Space
Global
Sustainable Brands- MÆRK:Zeuthen&Ludvigsen
LocalNaturephilosophy
Regional
Regulation
Presentexpectations
Futureexpectations
Sustainability
Packaging
Vegan
Responsibletextiles
Sharing
Circulareconomy
Microplast
Local§99a
Foodwaste
EDCAllergy
Workingconditions
Probiotic
Health
Anti-corruption
Nano Re-use
Organic
Safety
Environment
Childlabour
Lowfat
Climate
AnimalWelfare
Recycling
GMO
Tax
Lowsocietycost
Gluten-free
Renewableenergy Turism
Fairpayment
Watersaving
TransportPesticides
Biodynamics
Duediligence
Many issuesdemand attention
Sustainable Brands- MÆRK:Zeuthen&Ludvigsen
Repair
Important drivers
Challengesgetting closer
Lowregulatorydevelopment
PushfromNGOs andmedia
Increasingconcern insociety
Increasingnumber oflabels
Sustainable Brands- MÆRK:Zeuthen&Ludvigsen
Labelsvslegislation
Powerofchallenge
Powerofregulation
Sustainable Brands- MÆRK:Zeuthen&Ludvigsen
Become strongest?
Nochange Labels Regulation ?
Food
Care
Clothes
Insideout
Sustainable Brands- MÆRK:Zeuthen&Ludvigsen
TheWaveofsustainabillity
organicm
arketsha
re
organic transition
2016 2030 2050
mainstream
consciousness unconsciousnessunconsciousness
1980
25%
50%
Theorganic revolution
Sustainable Brands- MÆRK:Zeuthen&Ludvigsen
Theblooming ofissuesandmarket relevance
Sustainability
Packaging
Vegan
Sharing economy
Circular economy
Microplastics
Health
Local
§99a
Foodwaste
Endocrine disrupting chemicals
Allergy
Working conditions
Probiotic
Anti-corruption
Nano
Re-useOrganic
SafetyEnvironment
Tax
Childlabour
LowfatClimate
Animalwelfare
Footprint
Recycling
Lowsocietycosts
Gluten-free
Longlife time
Renewable energy
Turism
Fairpayment
Watersaving
Transport
Pesticides
Biodynamics
Duediligence
Home
Society
GMO
Responsible textile
Food
Clothes
Work CareOrganicGMO
OrganicAnimalcare
RecyclingEthics
CircularbusinessEthics
SharingRepair
Sustainable Brands- MÆRK:Zeuthen&Ludvigsen
Repair
Sustainable Brands- MÆRK:Zeuthen&Ludvigsen
Identityandfashionwithlabels
Labelsvs brands
Brands
Labels
Sustainable Brands- MÆRK:Zeuthen&Ludvigsen
Becomes strongest??
Brands
Nochange
Labels
Together
Arelabelsneeded forprofilingsustainable
products
Yes
No
Y/N
TENTRENDSTOWARDS2030
1. THENUMBEROFLABELSWILLGROWTOWARDS2030
2. AMORECOMPETITIVELABELLINGMARKETWITHINCREASEDCOMPETITIONBETWEENLABELS- ANDMOREPARTNERSHIPSFORMUTUALBENEFIT
3. LABELSWILLOUTPERFORMLEGISLATION
4. LABELSWILLBEMOREIMPORTANTTHANCORPORATEBRANDING
5. CORPORATESTORYTELLINGONSUSTAINABILITYWITHOUTRESPONSIBLELABELLINGWILLBEMADEREDUNDANT
6. LABELLINGWILLTURNINTOAMUSTFORTRULYSUSTAINABLEBRANDS
7. MEGA-BRANDSWILLBETHELASTTOCONVERTTOSUSTAINABLELABELLING
8. LABELLINGWILLFUELBUSINESSOPPORTUNITIESFORSMALLANDMEDIUMSIZEDBUSINESSES
9. LABELSWILLBECOMEFASHION
10. INDIVIDUALSWILLCERTIFYTHEMSELVES
Sustainable Brands- MÆRK:Zeuthen&Ludvigsen