Sustainable Innovation: Creating Future Concepts That are Better for Your Business and Our World

Chris Sherwin PhD | @seymourpowell
Head of Sustainability
SEYMOURPOWELL
Sustainable Innovation: Creating Future Concepts
That are Better for Your Business and Our World

© Seymour Powell Limited, 2015. All rights reserved. Confidential.
SUSTAINABLE INNOVATION
Creating future concepts that are better for your business and our planet

shape the futureshape the future
© Seymour Powell Limited, 2015. All rights reserved.
WHO WE ARE

Conﬁdential. © Seymour Powell Limited, 2015. All rights reserved.
Breakthrough Innovation
Innovation with Sustainability
Built-in
Better Made, Less Bread Waste
A Marvellous Creation
Transforming Contactless
Payment
Designing for Extremes
World’s First Cordless Kettle
A New Twist on a Classic Tale World’s First Hydrogen Powered
Bike
The Journey is the Destination
Paint Made From PaintRedesigning a Global Icon Using Less
Energy Efficient, Enhanced ExperiencesWorld’s Most Ethical Smart Phone

BACKGROUND TO SUSTAINABLE
INNOVATION

We’re frustrated with how many brands tackle
sustainability today

when faced with mountainous social and
environmental challenges…
what do brands do?

Brands could do MUCH more sustainable innovation

Innovation is where a brands big
commercial opportunities lie
Recent research, from The Conference Board, has shown that revenue from sustainable products and services
grew at six times the rate of overall company results of select companies studied.

The main sustainability impacts of brands
and products are set during innovation
80% of the environmental impacts of products and services are determined at the very early stages of
product development and design

Customers are now requesting, even
expecting, sustainable innovation from
brands
In research, people state they want to buy products and services with a positive environmental and social
impact. They want brands to help them shift to more sustainable consumption AND they want brands to
help solve environmental problems too. (Havas Media and Forum for the Future 2014 surveys)

TODAY, WE INVITE YOU TO
INNOVATE WITH US

Innovation is a
participation sport
-  Apply our process to three real challenges
-  Focus on creating and selecting ideas only
- Transferrable to other brands and categories
- Everyday, thus understandable
- Eco-focussed, but could be social, community, health, etc
Test-drive sustainable innovation - by doing it
We’ve picked challenges that are…

Our innovation process
Forensics
Design
Development
Prototype
& Modeling
Concept
Design
Crucible
Event
Distillation
SUSTAINABILITY

Today’s process
1. Break into three groups – each tackling a challenge
2. An SP facilitator will lead your group, stimulating and
inspiring
3. Generate world-changing ideas (circa 60 mins)
4. SP designers will help you create, develop and visual
these
5. SP facilitator present back ideas to all (5 mins per team)
6. Idea selection and voting - which idea would you put your
money on? (15 mins)
7. SP designers will develop and visualise the ‘winners’
simultaneously
8. Wrap up
9. You get your ideas sent back to you…
What we plan to do with you

We would like to send
you your ideas. Please
leave your business
cards and email with us.

THE THREE CHALLENGES

SHOWER

How can we halve the
environmental footprint of
showering?

FRIDGE

How can we dramatically
reduce the impacts of using
fridges?

HEATING

How can we make heating
people’s homes more
sustainable in ways that cost
less than £500?

CREATIVE RULES

Phones and laptops off the table please, we need your full attention
No passengers
No idea knocking, let the idea develop first....
Do hitch-hike on other people’s thoughts
Speak to be understood by all - no acronyms or jargon please
Sit forward
No ‘private conversations’ please
Enjoy it!

And finally…
You are working in ‘the future’ (3-7 years) -
foreseeable solutions, not Star Trek
Ideas and concepts need to be deliverable by ‘a
brand’
New technology, behaviour and business models in
scope
Ready, Steady…, Go!
Don’t forget

WHAT HAPPENS AFTER THIS?

Our innovation process
Forensics
Design
Development
Prototype
& Modeling
Concept
Design
Crucible
Event
Distillation

The carnival of sharing
Sharing with family and friends
is all about excitement,
anticipation, entertainment, and
celebration.

The occasion
The sharing of snacks is as much a
part of the occasion as the shared
activity itself

Shapes & interactions
We explored lots of different shapes for the tablet
We made models and and then we broke them.
We wanted to achieve a design that was fun,
different and easy to share

We shared lots of chocolate and saw first
hand the various barriers to sharing a
tablet
- It’s tricky to break
- It takes too much handling
- There’s no excitement in the opening
- And it’s really rather boring looking
Packaging drives
behaviour

Shapes & interactions
The structure of the tablet was
designed to be visually exciting and
different, break easily, and offer
more choice through the different
sizes of the chunks and different
inclusions

An exciting and
engaging eating
experience...
What we achieved
...An attractive, distinctive and
innovative tablet design that
shook up the category

Cadbury Marvellous Creations debuted in
Australia growing Cadbury’s share of the
Australian chocolate market from 19.6% to 24.2%
[Nielsen 52 w/e 29 December 2012]
Within only two years, Cadbury Marvellous
Creations is already the third most popular brand
of tablet in Australia with a 6% value share
On launch in the UK Cadbury Marvellous
Creations hit £20m in sales in the 12 weeks to
July 6 2013
Cadbury Marvellous Creations was the most
successful fmcg launch in the UK in 2013 with
sales of £49.7m in a 9-month period after launch
What we achieved

Designing the Lynx/Axe
‘telescopic’ can
Forensics
Design
Development
Prototype
& Modeling
Concept
Design
Crucible
Event
Distillation

Taking Intelligent Energy from a raw-
technology… to £20M licensing deal with
Suzuki

Taking Yeo Valley from food waste concepts…
Standard base of cheese & biscuit - then add fruit from a separate
container that is from over-produced, in-season, local, overs or from
a particular growing flush
A standard flavour + a random flavour from fruit over-production
(C) WRAP 2015, prepared for WRAP by Seymourpowell (C) WRAP 2015, prepared for WRAP by Seymourpowell

… to Yeo Valley ‘Left Yeovers’

Back to the concepts…. And the winners are!

Imagine what
sustainable innovation
could do for your brand
or category

To discuss in more detail, please contact:
Chris Sherwin
chris.sherwin@seymourpowell.com
Seymourpowell
The Factory
265 Merton Road
London
SW18 5JS
United Kingdom
+44 (0)20 7381 6433
www.seymourpowell.com
Thank you

Sustainable Innovation: Creating Future Concepts That are Better for Your Business and Our World

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