KoAnn Vikoren Skrzyniarz, Founder/CEO, Sustainable Brands

6 Brand Leadership Strategies

Enabling a Flourishing Future

@SustainBrands www.sustainablebrands.com @KoAnn

Goals for Today

• Share a bit of our story

• Share 6 ways we see brands succeeding while leading the

Way to a Flourishing Future

• Listen / learn / discuss what you see from your perspective

@SustainBrands www.sustainablebrands.com @KoAnn

Quick Snapshot

• Shifting the world to a sustainable economy by enabling brands to

succeed that lead the way

• Serving 750,000 business leaders through SustainableBrands.com

• Enabling conversation on Facebook, Linked-in, Twitter, Google+, etc.

• Convening the community face-to-face on four continents

• Supporting a member network of 50+ global brands

• Steadily growing 50%+/year since 2007

@SustainBrands www.sustainablebrands.com @KoAnn

Our Community

@SustainBrands www.sustainablebrands.com @KoAnn

1. Redefining Sustainability

2. Engaging Employees

3. Innovating Products, Services, and Business Models

4. Communicating Better

5. Enabling Change

6. Joining Multi-stakeholder Coalitions

6 Ways Brands Are Leading Change

@SustainBrands www.sustainablebrands.com @KoAnn

Redefining Sustainability

Beyond Green: Sustainable Brands are also about well-being and purpose…

Recommended reading: “Flourishing: A Frank Conversation About Sustainability” by John Ehrenfeld

Engaging Employees

• Ridesharing app =

36k carpools, saved

400k driving miles, 88

tons of CO2, 2,200

networking days,

$3.1 million in

business value

• Molson Coors saw a

10% increase in

employee engagement

with its “Our Beer Print”

program

• £35 million saved, plus

56% energy, 52% water,

40% waste reduction

1% Increase in Employee Retention = $81 million increase in profit at SAP

Designing It In

• TRESemmé Fresh Start

Dry Shampoos allow

consumers to clean their

hair without using water

• Evolution in sustainable product design with strong sales profile

• New service offering

leads to greater

insulation sales and

recycling

New Products or Services

Designing it In

• Collaborative/Sharing

Economy

• Circular Economy –

fishing nets to carpeting

• Product to Service

Innovation

New Business Models

Driving Awareness & Engagement

• Dell has proven its

commitment to

reducing waste

through constant

packaging innovation.

• Kendall-Jackson installs

largest PV array of its

kind in the country, with

plans to expand to other

locations

• Sainsbury’s goes beyond just zero-waste with two new “triple zero” stores: zero emissions, zero waste, and zero water impact

Leading by Example

Driving Awareness & Engagement

• MOM Brands campaign to educate consumers on the benefits of bag packaging over bag-in-box packaging

• Care to Recycle

campaign to increase

consumer awareness of

the lack of recycling in

the bathroom

Education and Advocacy

• Chipotle advocates for

natural, organic, local foods

and hopes to educate

consumers through a

game app

Driving Awareness & Engagement

• Fiat markets the 500 for

its style and performance,

rather than its efficiency,

to make small cars sexy

• Sony Electronics uses the

Practically Green

gamification tool to get

employees engaged and

excited about sustainability

• Sunrise Belongs to Moderate

Drinkers campaign shows that

you can get more out of the

night by drinking responsibly

Making it Fun, Sexy, or Cool

Enabling Change

• BMW will offer i3 owners a

gas-powered loaner car for

longer trips, removing a

major barrier to adoption of

electric vehicles

• Real time data to

support and encourage

healthier activity levels

Providing Feedback, Infrastructure, Support, and Incentives

• Sprint leads the industry

in phone recycling

through internal

infrastructure and

customer incentives

Multi-stakeholder Collaboration

• A coalition of industry-

leading brands sign up to

support carbon legislation.

Ad runs on jumbo screen in

Times Square

• How2Recycle labels: Several industry leaders have joined together to improve general consumer recycling behavior

• Celebrity musician Will.i.am

teams up with Coca-Cola,

Beats by Dre, and others to

promote products made of

recycled plastic

Brand Support of Multi-sector Collaboration to Shift Behavior at Scale

How Can Your Brand Be a Leader?

@SustainBrands www.sustainablebrands.com @KoAnn

Join the Conversation Library Archive – To access this presentation http://bit.ly/MO08Qa

LinkedIn - http://www.linkedin.com/groups/Sustainable-Brands-92408

Facebook – www.facebook.com/sustainablebrands

Twitter - @SustainBrands @KoAnn

www.sustainablebrands.com

SB14SD.com