A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB'12 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.

1. A QUICK CASE STUDY IN BRAND
COLLABORATION, AND A CALL FOR MORE
OF IT!
Suzanne Shelton, Shelton Group

2. The Power of We:
A quick case study in brand collaboration and a call for more of it!
June 5, 2012

3. We motivate mainstream
Americans to make more
sustainable choices.

5. A Really Great Story

6. Initial Request:
We must get Americans to understand the vital
importance of water conservation.

12. To create real behavior change we must:
• Move people from automatic behaviors to conscious
choices
• Make the problem visual
• Make the problem uncomfortable
• Give them a specific, simple action

13. Aha!
Wake people up to the moment when
using water becomes wasting water.

14. Video SB_WWIW CLIPS.mov

16. 121 markets
290 stations
432 million impressions
29% who saw it said it
moved them to change their
water usage habits.

17. Lessons Learned

18. You don’t have
to go it alone.

19. You can make a
bigger impact
together.

20. You can take greater
creative risks.

21. What’s next?

22. Food waste

23. End-of-product life

24. Let’s talk about it!