Tijdens het WereldCafé van NIMA Wereldmarketeers op 26 nov. 2013 werden inzichten en best practices besproken van Sustainable Brands London 2013. Deze presentatie bevat een beknopte samenvatting van de observaties en vormde het uitgangspunt voor de levendige discussie. check voor meer info www.wereldmarketeers.nl

1. WereldCafé
Learning from Sustainable Brands London
Den Haag, 26 november 2013

2. NIMA WereldMarketeers

3. Inleiding
Op 19 en 20 november vond het congres Sustainable Brands in
Londen plaats. WereldMarketeers Jeroen Meijering en Bart
Bruggenwirth van b-open waren daar aanwezig om de nieuwste
inzichten en inspirerende best practices te spotten. Die zijn
beknopt samengevat in deze presentatie, die op 26 november in
het Wereldcafé met een enthousiaste groep WereldMarketeers
zijn bediscussieerd.

4. WereldCafé
Learning from Sustainable Brands London
1. Does business drive sustainability? Does sustainability drive
business?
2. From mindless to mindful consumption
3. We need new narrative
4. Activate for change
5. Change management and leadership

5. 1. Does business drive
sustainability? Does sustainability
drive business?

6. The pencil
● Film Milton Friedman pencil

7. Wet van vraag en aanbod

8. Fairphone
– If we want to change the system, we need to become a part of it.
– The greatest democracy is how people invest their money (Paul
Dickenson)

9. Spanning sustainability en marketing
5 principles of effective couples therapy:
● Change the view of
the relationship
● Modify disfunctional
behaviour
● Decrease emotional
avoidance
● Improve communication
● Promote strenghts

10. Business drivers of sustainability (Starbucks)
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Reduced operating costs
Capacity building in our supply chain
Large share of emerging customer demographics
Greater brand love and loyalty
Employer of choice
A base line of credibility (policy makers, NGO’s, media)
A licence to operate

11. Tips Starbucks

12. Tips Starbucks
Speak language of business
Figure out your unique niche
Acknowledge and celebrate other campaigns
Don’t worry free riders
Help followers see the light

13. Sustainability drives business
Competitive advantage vs. collaboration

14. 2. From mindless to
mindful consumption

15. Meaningful brands (Havas)

16. Meaningful brands (Havas)

17. Meaningful brands (Havas)

18. Meaningful brands (Havas)
TOP 10
1 GOOGLE
2 SAMSUNG
3 MICROSOFT
4 NESTLE
5 SONY
6 IKEA
6 DOVE
7 NIKE
7 WALMART
8 DANONE
9 PHILIPS
10 P&G

19. Verschuiving waarden
Nb. opkomst feminine waarden (empathy, resilience, respect)

20. Aspirationals

21. 3. We need new
narrative

22. We need new narrative
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Purpose
Meaningful brands (Havas)
Net Positive
Universal truths
Sustainable Living Plan vs. Aspirationals –> lighter living
Simple comms: cartoons
Storytelling

23. Universal insights to unite

24. Net positive - Kingfisher

25. Storytelling

26. 4. Activate for change

27. Topics
● Behavior change & consumer engagement
– innocent – be consistent, be helpful, be different
● System change: creating conditions for change
– Kingfisher, Nike design app
● Innovatie

28. Innovatie

29. Innovatie – families of the future
If your brand constraints to your
promise, adopt the brand ,
innovate to deliver the promise.

31. Innovatie
• Ecover – going glocal

32. Innovatie - Natura

33. Activate - CRM
4 key things for great campaigns
● fit cause and brand
● emotional story
● dramatise product benefit
● engage all stakeholders

34. Activate - CRM

35. Activate - tooling

36. Activate - tooling
Voorbeeld AIG

37. 5. Change management
and leadership

38. Change management

39. Social intrapreneur
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Mission
Ambidextrous thinkers
Master navigators
Silo busters
Resourceful
Resilient

40. Observaties
● De fit tussen sustainability en branding kan sterker
● Consument wordt mens
● Doen én vertellen
● Weinig disruption
● Social intrapreneurs als activist
● Be smart

41. Smart

42. WereldCafé
Learning from Sustainable Brands London
Den Haag, 26 november 2013
Meer info over NIMA Wereldmarketeers en sustainable
marketing vind je op www.wereldmarkeers.nl.
Meld je aan als je nog geen lid bent ;-)
Presentaties van SB London ‘13 zijn beschikbaar
op www.sustainablebrands.com/library
www.b-open.nl
info@b-open.nl