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
¡ Alex Cole, Corporate Affairs Director, Sainsbury’s
Sustainable Brands
London Conference

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

3. 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

4. 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