How does one engage consumers effectively for purposes of communicating sustainability achievements credibly, transparently, and clearly? What challenges have leading brands, even true A-players in sustainability, faced in translating back-end technical efforts and resulting impact in easily digestible messaging? What tools and processes would an international brand manager want at their disposal to evolve both internal and external communication?

1. Translating Technical Effort and Impact
Into Effective Forward Facing
Communication
Jonathan Yohannan, Cone Communications
Cindy Drucker, Weber Shandwick
Hailey Broderick, Puma
Maya Albanese, Rainforest Alliance

2. Translating Technical Information Into
Consumer-Facing Communications
Cindy Drucker
Executive Vice President
Weber Shandwick
Sustainable Brands ‘13

3. !! The leading independent source of information on
super-efficient products
!! Designed to accelerate the market for super-efficient
products
Sustainable Brands ‘13

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From Here to Efficiency: TopTen’s Extended Influence

5. Sampling of TopTen Allies
Sustainable Brands ‘13
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6. “Multichannel Shopping”
is Hot Topic in Retail Consulting
Sustainable Brands ‘13
88% of U.S. respondents
said they research a
product online via their
PC before buying
—PWC Survey

7. Turns the top Energy Star data….
Sustainable Brands ‘13

8. y = 19.522x + 3
300
350
400
450
500
550
600
17.00 18.00 19.00 20.00 21.00 22.00 23.00 24.00
Large Refrigerators (18-22.49 cu ft)
Top Ten
Energy Star
Threshold
Linear(Threshold)
Data analysis finds efficiency leaders !

10. Move consumers from information
to action on the spot
Sustainable Brands ‘13

11. Sustainable Brands ‘13

12. Smartphone version
Sustainable Brands ‘13

13. TopTen’s
Digital
Assets
Sustainable Brands ‘13

14. Easy to
Market:
Connecticut
Collateral
Sustainable Brands ‘13

15. TopTen helps consumers to make the
most of Energy Star data
•! Offers services that Energy Star can’t, such as:
!!Consumer-friendly ranking
!!Online shopping
!!Local retailers search
!!Aggregated product reviews
!!Local energy program rebate information & forms
Sustainable Brands ‘13

16. Contact:
Cindy Drucker
202-585-2721
cdrucker@webershandwick.com
http://www.webershandwick.com/
Contact:
Seth Bauer, VP of Marketing
seth@toptenusa.org
http://toptenusa.org
Sustainable Brands ‘13

17. FROM REVOLUTION TO RENAISSANCE

18. Confidentialandproprietary!
Confidential and proprietary!
The images in this document are for illustrative purposes only and not for distribution!
Moderator: Jonathan Yohannan, Executive Vice
President, Cone Communications!
June 4, 2013!
Translating Technical Effort
and Impact Into Effective
Forward Facing
Communication !

20. GOAL: PREVENT
GROSS EMISSIONS
OF 6M+ TONS CO2
OVER A 30YR
PERIOD

21. PUMA/WILDLIFE WORKS REDD PROJECT SUPPORTS &
PROTECTS
•! 500,000 ACRES OF FOREST
•! 100,000 COMMUNITY MEMBERS
•! 300+ SPECIES OF BIRDS
•! 50+ SPECIES OF MAMMALS
•! 20+ SPECIES OF BATS

22. LOCAL WILDLIFE WORKS RANGERS
HEAD RANGER: ERIC SAGWE

23. WWW.PUMALOVETHYPLANET.COM

24. 3YR GOAL: ADDITIONAL
REDD+ PROJECTS = 5M
HEACTARES OF NATIVE
FOREST TO MITIGATE
~25M TONNES CO2
EMISSIONS ANNUALLY.

25. IF YOU WANT TO GO
FAST, GO ALONE. IF YOU
WANT TO GO FAR, GO
TOGETHER.
- AFRICAN PROVERB

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Sustainable Brands ~ June 4, 2013
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27. •! Helped found the Forest
Stewardship Council (FSC)
•! World’s largest FSC certifier
•! Certified over 72 million
hectares to FSC Standards
•! Value of FSC/Rainforest
Alliance Certified™
products over $20 billion
USD.
•! A member of the Sustainable
Agriculture Network (SAN)
•! Certified over 1.1 million hectares
of farmland in 33 countries
•! 11.5% of the world’s tea
4.7% of the world’s coffee
9% of the world’s cocoa
15% of the world’s bananas
Are Rainforest Alliance Certified™
•! Over 2.5 million people positively
impacted from certification
•! Helped establish the UN’s Global
Sustainable Tourism Council
(GSTC), a coalition of over 200
organizations.
•! Trained over 70,000 tourism
entrepreneurs.
•! Work in 7 countries
•! sustainabletrip.org generated
over 13,000 leads for sustainable
tourism businesses.

28. 12
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30. !"#$%&'"%&(")"*+,-"#'&%."#/$&0-,%/'&1'2($3&
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From July 2010 to Feb 2012,
350+ farmers surveyed from 4 tea factories
AFTER RATraining, Farmers Reported:
•! Significantly higher knowledge level,
especially in environmental best
practices.
•! Better waste and water management,
productivity, soil conservation, health &
safety, wildlife protection, and green leaf
quality.
•! 97% were satisfied with training
•! 80% would recommend training
•! 84% said they benefitted
$!"#$%&'()*)'()$+)*,(-.*/0$10$234&$%&&-/.$5$6786$

31. Waste & Water Management Case Study
Pfunda Factory, Rwanda
BEFORE:
•! No waste-water treatment plants
•! Waste was flowing straight into rivers and
nearby communities at 25 metric litres/
year.
AFTER:
•! Waste-water is now diverted to
treatment lagoons with zero discharge to
watercourses.
•! Waste separation systems are in place,
and composting systems installed.
•! All of the workers have access to clean
drinking water.

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16
PRODUCED BY BETTY'S ANDTAYLOR'S OF HARROGATE WITH SUPPORT FROMTHE
UK DEPARTMENT FOR INTERNATIONAL DEVELOPMENT (DFID),THROUGHTHE
FOOD RETAIL INDUSTRY CHALLENGE FUND (FRICH).
HTTP://WWW.RAINFOREST-ALLIANCE.ORG/MULTIMEDIA/RWANDA-TEA-MM

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34. Confidentialandproprietary!
Confidential and proprietary!
The images in this document are for illustrative purposes only and not for distribution!
Jonathan Yohannan, Executive Vice President, Cone
Communications!
jyohannan@conecomm.com!
@Jyohannan!
Cindy Drucker, Executive Vice President, Weber Shandwick!
cdrucker@webershandwick.com!
@CindyDrucker!
Hailey Broderick, Brand Manager, Global Sustainability
Programs, Puma!
hailey.broderick@puma.com!
@PUMA!
Maya Albanese, Associate, US & Canada, Rainforest Alliance!
malbanese@ra.org!
@mayaalbanese!

35. FROM REVOLUTION TO RENAISSANCE

36. Translating Technical Information Into
Consumer-Facing Communications
Cindy Drucker
Executive Vice President
Weber Shandwick
Sustainable Brands ‘13

37. !! The leading independent source of information on
super-efficient products
!! Designed to accelerate the market for super-efficient
products
Sustainable Brands ‘13

38. !"
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,-&"!."/$+,"
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/&&,"3&/)'3"
From Here to Efficiency: TopTen’s Extended Influence

39. Sampling of TopTen Allies
Sustainable Brands ‘13
!"#$%&#'(
)*++,&$-'(
./0$/%1( !&2$3*&+%&-40(
)*++,&$-'(

40. “Multichannel Shopping”
is Hot Topic in Retail Consulting
Sustainable Brands ‘13
88% of U.S. respondents
said they research a
product online via their
PC before buying
—PWC Survey

41. Turns the top Energy Star data….
Sustainable Brands ‘13

42. y = 19.522x + 3
300
350
400
450
500
550
600
17.00 18.00 19.00 20.00 21.00 22.00 23.00 24.00
Large Refrigerators (18-22.49 cu ft)
Top Ten
Energy Star
Threshold
Linear(Threshold)
Data analysis finds efficiency leaders !

44. Move consumers from information
to action on the spot
Sustainable Brands ‘13

45. Sustainable Brands ‘13

46. Smartphone version
Sustainable Brands ‘13

47. TopTen’s
Digital
Assets
Sustainable Brands ‘13

48. Easy to
Market:
Connecticut
Collateral
Sustainable Brands ‘13

49. TopTen helps consumers to make the
most of Energy Star data
•! Offers services that Energy Star can’t, such as:
!!Consumer-friendly ranking
!!Online shopping
!!Local retailers search
!!Aggregated product reviews
!!Local energy program rebate information & forms
Sustainable Brands ‘13

50. Contact:
Cindy Drucker
202-585-2721
cdrucker@webershandwick.com
http://www.webershandwick.com/
Contact:
Seth Bauer, VP of Marketing
seth@toptenusa.org
http://toptenusa.org
Sustainable Brands ‘13

51. FROM REVOLUTION TO RENAISSANCE