NEW METRICS -
As the definition of value continues to evolve, the demand for business to demonstrate its ability to create value of various forms for all stakeholders — and not just profit for shareholders — is increasing, and the question of how this value is identified, measured and communicated becomes paramount. The New Metrics of Sustainable Business Conference has convened some of sustainability’s top minds to examine leading-edge work that is expanding the way business creates, quantifies and manages the value it delivers through the metrics it adopts.
SUPPLY CHAIN -
In this Issue in Focus, we are examining the latest tools and initiatives in sustainable supply chain management. Here, guest editor Dave Meyer offers his perspective on the state and direction of the field.
NEW METRICS -
The chorus decrying the shortcomings of Gross Domestic Product (GDP) as a measure of economic well-being has been rising, crescendoing recently with the release of the report by Nobel Laureates Joseph Stiglitz and Amartya Sen commissioned by then French President Nicholas Sarkozy. Here in the US, states such as Maryland and Vermont are beginning to adopt an alternative to GDP: the Genuine Progress Indicator (GPI).
NEW METRICS -
The chorus decrying the shortcomings of Gross Domestic Product (GDP) as a measure of economic well-being has been rising, crescendoing recently with the release of the report by Nobel Laureates Joseph Stiglitz and Amartya Sen commissioned by then French President Nicholas Sarkozy. Here in the US, states such as Maryland and Vermont are beginning to adopt an alternative to GDP: the Genuine Progress Indicator (GPI).
MARKETING AND COMMS -
As the Rainforest Alliance’s third annual Follow the Frog Week comes to a close, we take a look at this year’s campaign video, "Hidden Consequences."
WASTE NOT -
In 2010, Jenny Dawson was a couple of years out of university working at a hedge fund company in London. One day, she found herself at a wholesale market where she saw pallets of edible fruit and vegetables going to the waste bin. The food had been grown in neighboring countries in Europe and as far away as Kenya.To Dawson it was sheer madness and an environmental and social travesty that so much good food requiring great resources to grow and transport to London would ultimately end up in the garbage. “Seeing pallets of perfectly good fruit coming in from Kenya destined for the garbage evoked a reaction in me. There must be something we could do. We can’t be this wasteful,” says Dawson.
MARKETING AND COMMS -
Chipotle keeps sticking its neck out for "sustainable," locally produced food — now with an animated short-film attack on "Big Food" and with the promise of more expansive and aggressive efforts to come."The Scarecrow" is a 3-1/2-minute film that Chipotle Mexican Grill released online last week that depicts what the brand calls "a dystopian fantasy world" in which "all food production is controlled by fictional industrial giant Crow Foods. Scarecrows have been displaced from their traditional role of protecting food, and are now servants to the crows and their evil plans to dominate the food system."
MARKETING AND COMMS -
In this series, Benoit Beaufils, founding partner of brand consultancy Innate Motion, along with several of his partners, presents the tools that the company uses to develop purposeful, mission-driven brands with their clients. Benoit views their tools as a free “thoughtware” suite, and proposes that readers borrow and reapply.Tool #1. People immersions.Jack* rushes into the meeting room, and goes straight for a seat. “How was it?” the others ask. “Unbelievable. Unbelievable.” He pauses, and tells the story:
NEW METRICS -
While there are myriad perspectives on sustainability and corporate responsibility, each with its own unique value, I often find myself focusing on sustainability’s operational aspects: What can we do to increase the pace at which belief in sustainability translates into concrete actions that benefit the environment, society and business? To me*, a key question is how we get more done, how we “hardwire” sustainability into the way businesses operate.
MARKETING AND COMMS -
From electric cars to reusable shopping bags, it's undeniable that "going green" is one of the fastest growing trends out there today. This is great news for the eco-friendly consumer, as companies are scrambling to offer greener versions of their products to meet demand. Unfortunately, many companies have also noticed that it's much cheaper to claim to have environmental standards than it is to actually live by them. When a company misleads its customers about the environmental impact of its products or practices, it's called greenwashing.
MARKETING AND COMMS -
The Guardian recently published an excellent article on "Why Green Brands Are Failing to Capture Public Attention:"The answer is that environmental/social consciousness is only one part of what are much broader and more complex cultural shifts. Picking out this trend in isolation and trying to build brands around it using traditional marketing paradigms has a very low likelihood of success.
BEHAVIOR CHANGE -
Sustainability, like brands, must not be a fight against or a vision outside society, but part of it. It is time to drop the proselytism, quit the “sacrifice for a better world” argument and above all stop trying to change people’s behaviours. In order to fully go mainstream, sustainability shouldn’t attempt to influence behaviour and, instead, make ‘the greener option’ desirable for everyone. Moreover, historically, experiments of standardization have often resulted from totalitarian regimes to dull aesthetics.
COLLABORATION -
Mark Tercek of The Nature Conservancy (TNC) has written a new book with Jonathan Adams, Nature's Fortune: How Business & Society Thrive by Investing in Nature. A video interview of him at an Aspen Institute forum last month at Hunter College, “The Case for a Profit Motive in Conserving the Environment,” with New York Times science writer Andrew Revkin showed that his theme and approach have a lot going for them.
ORGANIZATIONAL CHANGE -
The hiring process can be a grueling one — weeding through all those prospects can be a bit like looking for a needle in a haystack. It can be frustrating, and it also presents a lot of opportunity for self-doubt.
MARKETING AND COMMS -
Calls to shake up the sustainability community seem to be becoming increasingly frequent — the latest that I’ve read coming from the State of the World 2013 Report. With a warning that sustainability is in need of a “dramatic reboot,” it suggests a failure to deliver on the wealth of opportunities being promised.
MARKETING AND COMMS -
We're living in The Age of Scratch Card Brands — social networks have closed the gap between brands and the businesses that deliver them to the extent that businesses now sit immediately beneath their brands. Social networks have rendered the factory and boardroom walls in glass — a rude employee or a river foaming with effluent can be captured on a phone camera instantly, be on YouTube in seconds and viewed by millions shortly after. Potential health and safety violations tolerated by out-of-sight factory workers are no longer out of mind to the consumer activist buying the brand promise four thousand miles away.
MARKETING AND COMMS -
If you or your clients make environmental marketing claims, don’t sleep on three actions the FTC just announced against companies that sell mattresses. What's more, the pleadings in one case offer insights into a course of conduct advertisers should avoid in the use of seals and certifications.
BEHAVIOR CHANGE -
As businesses and brands reach out to influence consumers’ interactions with products at home, they’re missing a trick by not learning from different cultural contexts. This article shares the findings from pioneering user-centred research into laundry behaviours in Brazil, India and the UK, and offers seven guidelines for creating household products that encourage sustainable behaviours during the use phase.Household laundry behaviours in India, Brazil and the UKThe in-depth, user-centred research focused on 19 middle-income households in Loughborough, UK; Bangalore, India; and Curitiba, Brazil. In-context interviews, observation, household tours and laundry diaries were used as a tool to understand the laundry process.
PRESS RELEASE -
CSRwire's Aman Singh catches up with Cristina Amorim, Chief Sustainability Officer at Life Technologies, to discuss the life sciences company's evolutionary sustainability strategy.
View the full interview here.
PRODUCT, SERVICE & DESIGN INNOVATION -
In this interview from the Sustainable Brands 2013 conference in San Diego, BBMG co-founder Raphael Bemporad discusses the need for businesses to engage consumers in ways that will help drive transformational change.To learn how some brands are driving change, check out our #BrandInnovation channel.