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This is my talk from the Sustainable Brands conference in June 2009. This was one third of the session on Rethinking the Consumption Compulsion and dealt with how we create visions of a more sustainable, meaningful, and post-consumer world.
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Rethinking theConsumption Compulsion
Teaque Lenahan, Associate Partner, gravitytankAlan Marks, SVP Corporate Communication, eBayNathan Shedroff, Program Chair, MBA in Design Strategy
Sustainable Brands, May 2009
The most pressing questions of our times:
What’s a more sustainable world look like?
What’s a more meaningful world look like?
What’s a post-consumer world look like?
more sustainablemore meaningfulpost-consumer
world look like?What’s a
What’s a more sustainable world look like?
“In a stable economy, sustainability is the competitive advantage strategy.
In a down economy, sustainability is the turnaround strategy.
In a collapse, sustainability is a survival strategy.”
Hunter Lovins, 2009
What’s a more meaningful world look like?
What’s a post-consumer world look like?
We need to :Think in systems
Engage deeply with our clients & customersFocus on efficiency, value, and health
Focus on experiences & benefits, not productsCreate better assessment tools & metrics
Require transparency & accountability of everyoneEngage diverse stakeholders
Work in multidisciplinary teamsCreate new visions based on core meanings
Re/create new economic modelsCreate new roles for advertising
Re/create new corporate charters
We already have tools to use :Sustainability Helix
Integrate Bottom LineOkala™ Curriculum
Meaning and Experience Modelscovive.com/gri
grossnationalhappiness.comB-Corp & Corp2020
sustainableminds.comwww.eiolca.net
(and many more)
Stage 0:Unsustainable
“Business as Usual”Stage 1:
ExplorationStage 2:
ExperimentationStage 3:
LeadershipStage 4:
Restoration
High degree of organizational alignment
Stakeholders & CommunitiesGovernance and ManagementOperations and FacilitiesDesign and Process Innovation
Human Resources and Corporate CultureMarketing and CommunicationsPartnerships and Stakeholder Engagement
Sustainability Helix
natcapsolutions.org/HELIX.htm
SUSTAINABILITY
BUSINESS
DESIGN
SUSTAINABILITY
BUSINESS
DESIGN
MEANING
SUSTAINABILITY
BUSINESS
DESIGN
MEANINGVALUESEMOTIONSPRICEFEATURES
makingmeaning.org
makingmeaning.org
AccomplishmentBeauty
CreationCommunity
DutyEnlightenment
Freedom
HarmonyJustice
OnenessRedemption
SecurityTruth
ValidationWonder
Core Meanings:
EXPERIENCE BREADTHProductService
BrandName(s)
Channel/Environment (Space)
PromotionPrice
DURATIONInitiation
ImmersionConclusion
Continuation
TRIGGERSSightSoundSmellTasteTouchConceptsSymbols
SIGNIFICANCEMeaningStatus/IdentityEmotion/LifestylePriceFunction
INTENSITYReflexHabit
Engagement
INTERACTIONPassiveActiveInteractive
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