Sustainable Brands London Conference Brochure

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SuStainable brandS london ConferenCe

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november 27-28, 2012 | london, uk SPONSORED BY

PRESENTED BY

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The leading brands of the future will be sustainable brands -- building them takes a new kind of thinking, with a new group of collaborators and a new set of tools -- and the world-wide Sustainable Brands community is showing the way.

In November, join sustainable brand innovators from Unilever, BASF, MARS, Adidas, Coca-Cola, Kingfisher, Philips, UPS, Sainsbury’s and more, at SB London -- the first meet up for the Sustainable Brands community outside North America. Expect two days of extraordinary conversation, inspiration and insights while we explore global market trends, breakthrough research and disruptive new practices in brand strategy, communication, and design driven by those who are seeing social and environmental sustainability as a key driver of innovation, business growth and brand equity in the 21st century.

Frank and dynamic plenary speakers, interactive breakout sessions and hands-on brand innovation labs, along with a surprising collection of unexpected participants, each bringing a unique perspective but a shared passion to the conversation all contribute to the flurry of energy, ideas and collaboration that has become synonymous with Sustainable Brands. At SB London, consider the Power of “&,” as together we explore the power of eliminating our habit to think either/or and look at what might come when thinking of sustainability and brand, profit and purpose, business and NGOs, left and right, sustainable and beautiful... as business as usual.

The world is changing and Sustainable Brands are leading the way. Won’t you join us in London and be part of this exciting global conversation?

INTRODUCTION

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WhAT DO PEOPLE SAY ABOUT SB CONFERENCES?

“SB once again exceeded my expectations as each day I thought to myself, ‘I am so glad I am here.’ Here are a few things that truly differentiate SB for me from the other conferences I regularly attend: 1) speakers stay beyond their speech and continue to participate in the ongoing dialogue; 2) SB is an open conversation that just keeps going and people at all levels are willing to engage; 3) I can go back to work with at least a few ideas of things I can do immediately; 4) More ideas are generated for me, even in indirect relation to our business, here than anyplace else.”– Leilani C. Latimer, Director, Sustainability Initiatives, Sabre holdings

“It was a great conference and I came out totally inspired. I met so many people and am already continuing our conversations. What a great event. Looking forward to next year.”– Lyell Clarke, President & CEO, Clarke

“This was my first experience with a Sustainable Brands Conference and I found it to be unexpectedly unique ... part revival, without being hokey. The community convening there is surprisingly informed, influential, sincere, open and excited about collaborating to build a flourishing future. I look forward to expanding our relationship with Sustainable Brands from here.”– David Bennett, VP, Corporate Partnerships, National Geographic

“First, I want to let you know how much I appreciate the incredible work you are doing, and especially, the beautiful, collaborative world you create for the SB conference. For me, this year was just as valuable, just as impressive, and just as inspiring as last year’s conference. Perhaps even more so, as I was able to see firsthand the progress that has been made in just one year’s time, and to meet even more people who are trying to make a difference. I have never experienced anything like the event you have created, and it has changed my expectation of what’s possible. My deepest gratitude to you and all the people on your team who created this year’s success.”– June holder, Manager, Sustainability Communications, UPS

“I hope you’ve slumbered deeply! Many thanks for another outstanding conference. The caliber of people, the thought leadership, discussions and organization were fantastic. You and your team are class and brains all the way!”– Olivia Khalili, Sr. Partnerships Manager, Ashoka

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• What local and global market trends and drivers are in motion creating opportunity for you to drive new revenue growth and brand equity by redefining your brand’s value proposition through the lens of sustainability

• how leveraging the “Power of “&” through organizational redesign, employee engagement and multi-stakeholder collaboration is key to building the successful, sustainable brands of the future

• What consumers around the world want from brands today, and how you can respond to help strengthen your relevance and ensure your short and long term success

• how to integrating sustainability thinking into the product design process

• how design for behaviour change is being implemented in products and communications to support consumer desire to do the right thing and build deeper brand affinity and trust

• how disruptive innovation and social entrepreneurship are putting traditional brands and business models at risk, while opening up new avenues for value creation and paving the way to faster shift to a global sustainable economy

• how sustainable brand communication and advertising can create value for both brands and the bottom line, while doing good for people and the planet at the same time

WhAT YOU WILL LEARN AT SB LONDON

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WhO ATTENDS SB CONFERENCES?The Sustainable Brands community has grown to include thought leaders, brand practitioners, innovators and change agents from over 30 countries around the world. This year, at the request of some of our largest European members, we’re taking our unique community and event model abroad to further extend the global conversation around the power of sustainability to shape brands, and the power of sustainable brands to shape the future.

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The brief for SB London is to deliver for the UK and Europe a world-class faculty of thought-leaders and practitioners who feature in the vanguard of the sustainable brand revolution. Compiling this elite set of speakers would not have been possible without the guidance of our esteemed Advisory Board and details of the programme will be announced here online, along with presenter roster particulars - do please check back regularly for updates. You’ll find a full year’s worth of thought-provoking, insightful, and tangible ideas and strategies for becoming a sustainable brand leader at SB London:

FEATURED SPEAKERS

Marc Mathieu

Global SVP of Marketing, Unilever

Thomas Kolster

Author, Goodvertising: Creative Advertising That Cares

Tobias Fischer

CSR Project & Relations Manager, h&M

Christopher Lukezic

Marketing and Communications, EMEA, Airbnb

Dorothy Mackenzie

Chairman, Dragon Rouge

Alexis Olans

Senior Global Program Manager, adidas Better Place, adidas

Christiaan Maats

Founder, OAT Shoes

Jason Foster

Founder and Chief Reuser, Replenish

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FEATURED SPEAKERS

Claudia Lorenzo

Social Business Director, Coca-Cola Brazil

Nick Folland

Director of Sustainability, Kingfisher

Rob Cameron

Executive Director, SustainAbility

Nestor Coronado Palma

Senior Sustainable Business Development and Supply Chain Management, Philips

Alex Cole

Corporate Affairs Director, Sainsbury’s

Chris Sherwin

head of Sustainability, Seymourpowell

Sally Uren

Deputy Chief Executive, Forum for the Future

John Marshall Roberts

Founder, Worldview Thinking

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9.10-9.20am WelCome and opening remarkSKoAnn Skrzyniarz Founder & Chief Catalyst, Sustainable Brands WorldwideIn her opening remarks, the founder of Sustainable Brands shares the company’s perspective on why the leading brands of the future will be sustainable brands, and why moving beyond the either/or mentality of the 20st Century toward the “Power of And” is a key to establishing brand leadership in the future.

9.20-9.35am Shifting global idealS & the neW eConomiCS of happineSSPaul Gilding Global Sustainability Thought LeaderThe Earth may be significantly damaged and almost full, but humanity is also busy healing itself and re-prioritizing its values paving the way for a more sustainable global economic system. This engaging session sets the tone for Sustainable Brands London by unpacking the opportunity for radical business innovation and renewed brand success that can come to brands which choose to lead the way through the morass of the moment to a flourishing future.

9.40-9.25am untangling the ConSumer attitude/behavior gap -- reSearCh panelTom LaForge Global Director, Human & Cultural Insights, Coca-Cola National Geographic, Sustainable Consumption Institute, BBMG, GfK GroupIf consumers are becoming ever more aware of and interested in global environmental and social challenges, why is their behavior largely not reflective of this? how is it that those who buy the most stuff feel the least ‘consumer guilt,’ while still expressing the highest levels of awareness? Recent studies have found these and other perplexing contradictions between consumer beliefs, on the one hand, and purchasing behaviors on the other. To help us understand the consumer psyche on a deeper level, through hard facts and a healthy dose of empathy, we are joined by a stellar research panel of domain experts.

10.30-10.45am the advent of the Sharing eConomy and What it meanS to your brandBenita Matofska Chief Sharer, The People Who ShareMuch has been said over the last few years about the advent of a new sharing economy, an economy to be ruled by collaborative consumption built on a common understanding of scarce resources, mutual trust, and brilliantly engineered social networks. Find out why ‘what’s mine is yours,’ or might soon be, and how our individual sharing will impact the global business community. This is ‘The Power of &’ in its most applied state.

10.50-11.15am netWorking break

11.15-11.30am Cultural fuSion, diverSity and Creativity in bringing SurpriSing SuStainability SolutionS to marketJohn Grant AuthorThe world doesn’t seem to need, or want, one convergent approach to dealing with global environmental and social issues. Fascinating cultural fusion and creativity are coming out of Brazil, India, Turkey, The Middle East and East Asia to challenge or complement some dominant Western thinking around corporate sustainability. Different types of ethics and traditions can produce elegant solutions not typical in the Western world. Author John Grant embarks on a journey through some flagship case studies and their implications for global companies, marketing campaigns and consumer audiences.

11.30-12.10pm ChoiCe editing for SuStainability: Who’S in Charge, Why brandS Should CareJo Daniels Director of Marketplace Campaign, Business in the CommunityChoice editing in business is a wondrous thing – as marginal of an issue as it may sometimes appear, it often has the potential to make or break a business idea, an industry or even a whole economy. Should everything that sells be sold and, if not, where do you draw the line? While we won’t go into the full ethical depths of this question, in this session we explore stories from companies that have edited products out of their product portfolio with reasons relating to responsibility and/or sustainability, as well as the long term direction of the business. The wider discussion will explore when action needs to be corporate led or consumers led, and therefore the different approaches companies can take to innovating products and services to improve its impact in society, influencing consumer behaviour or edit choice out of the market.

12.15-12.30pm leading for the and: neW ruleS for a Changing WorldGail Klintworth Chief Sustainability Officer, Unilever

Even if you put sustainability at the core of your business strategy and foresee links between broad societal sustainability needs and the growth of your company as a few brave leaders such as Unilever are decisively doing these days, you will still need a smart execution plan and a new set of relevant leadership skills to help enable partnerships with a wide range of stakeholders. In this talk, Unilever’s CSO shares her sense of what are these new necessary leadership skills are, and how you can best instill them to help reshape your organization and meet the needs of a successful 21st century company.

12.30-2.00pm expo open12.30-2.30pm lunCh

PROGRAM | 27Th NOVEMBER

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2.00-3.00pm Breakouts

Driving value through the Power of anD

Cultural differenCeS in effeCtively driving SuStainable innovationAlexis Olans Senior Global Program Manager, adidas Better Place, adidas Tobias Fischer CSR Project & Relations Manager, H&M ASICS (tentative)Business culture differs in various countries just as consumer culture does. This panel of representatives from the apparel industry -- each representing brands headquartered in different countries, and each collaborating to support sustainable innovation as part of the Sustainable Apparel Coalition -- discusses what has been similar, and unique, about securing their brands engagement in both sustainable innovation and pre-competitive collaboration.

sustainaBle BranD strategy & CommuniCation

SuStainable brand perCeption vS. performanCe: reduCing the gap Caroline Holme Director of Corporate Affairs, GlobescanKate Cox Head of Strategy, MPG Media Contacts, Havas MediaJames Cerruti Senior Partner of Strategy and Research, BrandlogicInterbrand (tentative)Increasingly, evidence demonstrates that global stakeholders across the board are expecting business to deliver greater value beyond just a slicker product or bigger profits. This panel provides three types of filters for decision-making as to how to prioritize your sustainable innovation initiatives such that you might recognize most uplift in stakeholder support.

sustainaBle Design & innovation

upStart diSruptorS reShaping the futureChristiaan Maats Founder, OAT ShoesChris Lukezic Director of Communications - EMEA, AirbnbJason Foster Founder and Chief Reuser, ReplenishDanae Ringelmann Co-Founder, IndiegogoThe pressing need to shift our global economy to sustainable consumption represent one of the biggest opportunities of our time for disruptive innovation. All over the world, out of the box thinkers are bringing disruptive ideas to market in response. here are few of our favorites, each of which represents a different disruptive idea that has the potential to dramatically shift the flow of funds in the markets in which they operate.

3.00-3.30pm netWorking break



groWing Shared value through Collaboration Within a value netWork Claudia Lorenzo Director of Special Projects, Coca-Cola BrazilThis session, led by the Director of the Coletivo Initiative details a highly successful initiative out of Coca-Cola Brazil that is driving various sorts of measurable shared value for a range of Coca-cola stakeholders, not the least of which is growth in sales for Coke.


driving SuStainable brand value through Corporate vS. produCt brand meSSagingNick Folland Group Corporate Affairs Director: Net Positive, KingfisherWalter Susini VP Global Brand, Creative Excellence, Marketing, Unilever Sandi Northey Marketing & Consumer Communication, NestléCompanies which field various brands struggle to determine the proper strategy for delivering sustainable brand messaging. Some decide to focus on establishing the corporate brand as a trusted choice editor. Others find value in defining unique sustainable brand value for different SKU’s while also communicating a corporate brand commitment to sustainable innovation. This panel shares what has driven their thinking on this topic, provides examples of messaging that is achieving success in their marketplace, and suggests principles for thinking about how you might prioritize your sustainable brand innovation journey.


Creating brand value With applied SuStainability along the life CyCle Dirk Voeste Vice President, Sustainability Strategy, BASF Carmel McQuaid Climate Change Manager, Marks and Spencer Christoph Günther Regional Head of SET – Applied Sustainability, Europe, BASF Vidar Gundersen Sustainability Manager, BioMar GroupWhen looked at from a full life cycle perspective, every product or service has a range of impacts at various stages of its sourcing, manufacturing, distribution, use and/or disposal. This session walks through key tools and processes for assessing impact from ‘cradle to grave’ with the goal of identifying best places to prioritize innovation to optimize the impact reduction/ROI equation.


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brandS & behaviour Change: building buSineSS value While enCouraging SuStainable ConSumptionSarah McDonald Global Director, Sustainability, UnileverCarmel McQuaid Climate Change Manager, Marks & SpencerThe DoNation (tentative)The conundrum presented by the drive to a sustainable economy is how to support continuous business and brand success while encouraging more sustainable consumption. This panel shares some fantastic insights into strategies that work to drive behavior change while encouraging customer loyalty and increased sales.


the ‘neW World’ of marketing: SoCial media, radiCal tranSparenCy and the emergenCe of the SoCial brandMichael Wilde Communications & Sustainability Manager, Eosta - Nature & MoreDiana Verde Nieto Founder & CEO, Positive Luxury Polly Gowers CEO, EveryclickAs the Internet keeps on shortening the distance between companies and their stakeholders, brand strategy, marketing and communications professionals are facing an ever-growing number of possibilities for engagement. Constantly emerging new campaign ideas and tools, particularly in social media, can be difficult to follow. To help you keep up with the latest and freshest opportunities, this panel explores the ‘new world’ of marketing and the emergence of the social brand.


beSt praCtiCeS in integrating SuStainability into the produCt deSign proCeSSChris Sherwin Head of Sustainability, SeymourpowellMajken Bulow Product Sustainability Manager, InterfaceAutodesk (tentative) BMW (tentative)In most cases, the ultimate sustainability of a brand, and therefore its flexibility to adopt a chosen market positioning and support communicated claims, is baked in during the design process. The reality is, doing so effectively requires a raft of new expertise that often is housed in various places external to the design team. This session reviews tried and tested methods for building sustainable design thinking into your organization.

5.45-6.45pm reCeption in exhibit hall6.45-8.00pm dinner


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8.00-9.00am breakfaSt9.10-9.25am imagining and Creating a beautiful, profitable future

Dorothy Mackenzie Chairman, Dragon RougeFrom a creative point of view, brands can deliver their promise in a number of different ways. Choosing a particular path towards customer delight is no trivial task; in fact, it is often not receptive to rational solutions but calls for substantial amounts of intuition instead. To get a framework for innovation that is both grounded and radical enough to tackle sustainability challenges of the day, brands can start spelling out clear future scenarios reflecting macro trends currently at work. Strong, specific visualization of said scenarios makes possible futures credible and helps pick a winning strategy.

9.35-9.50am from babel to nirvana: Six Quiet ruleS for Shaping life-Sized meSSageS and people-poWered movementSJulian Borra Creative Strategic Partner, Saatchi & Saatchi SIn a playful and moderately provocative manner, this session presents six suggestions for ways to mitigate the chasm that often exists between brand and CSR/sustainability professionals. It promises illumination, entertainment, and a good supply of food for thought to walk away with.

10.00-10.15am building brand value SuStainably: hoW to authentiCally embed SuStainability into your brand promiSe -- and build Share in the proCeSSMarc Mathieu Global SVP of Marketing, UnileverThere is no doubt that an ever-growing number of visionary companies large and small are busy re-orienting their core strategy based on a firm belief that consumers of the future are going to favor brands that contribute heavily to making sustainable living commonplace. Even the most well-informed and ambitious sustainability plan, however, can take a lot of time and resources to implement. Embedding sustainability into a company’s brand promise with sufficient authenticity, while navigating such a transition, can be a daunting challenge. To help us with tips and guidance, we are joined by a true master of the sustainability branding game.

10.20-10.35am groWth Without SaCrifiCe: delivering ConSCiouS aCtionS, Quality and brand promiSe Tobias Fischer CSR Project & Relations Manager, H&MAdmittedly, some industries are by design less sustainable than others - consider for a moment the example of fashion and its offspring, fast fashion and affordable fashion. Could innovation directed at more sustainable products and services in such industries find serious traction, or is it more or less doomed from the get-go? how does one work against respective pre-conceived notions? To give us an insider’s look at one such tricky situation, and offer some advice, we welcome h&M and the story of its ‘Conscious Actions’ campaign.

10.35-10.50am “our valueS make uS different”: rejuvenating a 150 year old brand Alex Cole Director of Corporate Affairs, Sainsbury’sThis session sheds light on how Sainsbury’s glorious sustainability strategy has played a key role in the organization’s remarkable turnaround, giving true credence to the position statement “Our values make us different.” When it comes to on-the-ground tangible progress in operational sustainability, few can boast more impressive accomplishments in recent years than the supermarket chain whose stores are now referred to as “the world’s first smart grid supermarkets.” Learn how Sainsbury’s has managed to reach a number of serious sustainability milestones in this and other areas over the last several years.

10.50-11.15am netWorking break11.15-11.50am definitive: the buSineSS CaSe for SuStainability

Kim Slicklein President, OgilvyEarthCarbon Disclosure Project, Capital Markets Partnership, ForboIn this session, leaders from the frontlines of sustainable business present definitive quantitative evidence of the business case for sustainability in an engaging panel format.

11.55-12.10pm Standout opportunitieS: brandS, ConSumerS and a global StagePhil Cumming Corporate Sustainability Manager, The London Organising Committee of the Olympic and Paralympic Games (LOCOG)Iconic events such as the Olympic Games offer a sea of opportunities for brands, media and other stakeholders to collaborate in placing global focus on the needs of a changing world. Leveraging this opportunity to create needed culture shift and brand benefit can be a tricky path to navigate. While there are at least several key brand stories from London 2012 worthy of our attention – some of which will be addressed in an afternoon breakout session – this session provides an insightful summary of high-level possibilities and outcomes at this summer’s most popular event.


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12:15-12.30pm Shifting the eConomy through engagement, tranSparenCy and traCeability Michael Wilde Communications & Sustainability Manager, Eosta - Nature & More

here is a beautiful story of how effective stakeholder engagement, when to put to work behind a smartly-designed cause powered by radical transparency and widely-applicable traceability, can rally hundreds of organizations and thousands of consumers for incredible collective feats.

12.30-2.00pm expo open12.30-2.30pm lunCh12.45-2.00pm Corporate member lunCh2.00-3.00pm Breakouts


brand Collaboration to Shift SyStemS and drive Shared benefitSally Uren Deputy Chief Executive, Forum for the FutureBoots, Tesco, O2, AzkoNobel, Ella’s Kitchen, BSkyB, Café Direct, Tui Travel, Ebay, Tata Global Beverages, SonyThis session, led by one of the global leaders in driving whole systems shift toward sustainability, brings together multiple brands from various market sectors in an interactive session aimed at drawing out practical ways brands can collaborate to drive commercial success for both individual brands and the collective. In small group discussions, representatives from leading brands including Sony, Tesco, Boots, AzkoNobel, Ella’s Kitchen, BskyB, B&Q and Café Direct, will share how they are working together to mainstream sustainability, tackle business risks and drive business model innovation -- and what they’re getting out of it. You’ll come away with insights into how to identify opportunities for pre-competitive collaboration that can benefit the whole, and how to assemble and measure the success of multi-stakeholder coalitions.


CommuniCationS StrategieS for buSineSS & SoCial ChangeJohn Marshall Roberts Founder, Worldview ThinkingIn this lively and interactive session, John Marshall Roberts, one of Sustainable Brands’ most popular instructors, will share lessons learned over the past a fresh new paradigm for thinking about the practical challenges of strategic communications in an increasingly cynical marketplace. The session will cover four types of consumer/employee cynicism and how to overcome them, the hidden metaphors that shape the way consumers perceive sustainable ideas, products and services, and proven strategies for increasing market traction and word-of-mouth advertising with believers and skeptics alike.


driving diSruptive innovation from the inSide outNick Kelso Senior Communications Manager, Philips Lighting AfricaSue Allchurch Brand VP, UnileverMatt Sexton Director of Corporate Social Responsibility, B&QBreakthrough (beyond incremental) innovation is often tough to illicit from inside multi-national corporations leaving market disrupting change to maverick start-ups. At the same time, global companies have a unique vantage point from which to identify global trends before most, and when properly encouraged and supported, can be perfectly equipped to offer highly innovative solutions to the market which can then be well supported to scale thanks to existing global infrastructure. In this session, gain insider insight into the inner drivers of disruptive innovation led from inside the halls of multinational businesses.

3.00-3.30pm netWorking break


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Culture Shift: SuStainability, brandS & the london olympiCS Peter Harris Director of Sustainability EMEA, UPSJoel Morris Public Affairs & Communications Director, Coca-Cola Great Britain & IrelandAlexis Olans Senior Global Program Manager, adidas Better Place, adidasPhil Cumming Corporate Sustainability Manager, The London Organising Committee of the Olympic and Paralympic Games (LOCOG)Major cultural events such as the World Cup, the Oscars or the Olympics offer a unique opportunity for brands, media and other stakeholders (from cities to trade associations and NGO’s) to collaborate to drive global focus to the needs of a changing world. Leveraging this opportunity to both create needed culture shift and also brand benefit can be a tricky tight rope to walk. In this session, stakeholders who were actively involved in the supporting the greening of the London Olympics discuss the hits and misses from their perspective, drawing out principles for leveraging brand voice to build purposeful attention to important issues while also building brand respect, loyalty and value.


the role of eCo-labeling and CertifiCation in SuStainable brandS SuCCeSS Rob Cameron Executive Director, SustainAbilityNestor Coronado Palma Senior Sustainable Business Development and Supply Chain Management, PhilipsAlex Cole Corporate Affairs Director, Sainsbury’sBill Eyres Head of Sustainability, O2Nearly every brand today embarking on a sustainable brand journey faces the question at one stage or another: “Should I adopt or create an eco-label, pursue a particular certification, or manage to a particular industry ranking as part of my brand strategy?” The question is complex, and as illustrated by the recent case wherein Apple attempted to withdraw from its commitment to pursue EPEAT certification for it’s products--stakeholder sentiment can be unclear on the topic until a misplaced decision is put forward. This panel, led by a senior representative of SustainAbility, conveys results of a recent brand sentiment exploration on the topic, and offers the perspective of industry leaders who have each given the topic a significant amount of thought. Expect to participate in a healthy conversation and count on leaving the session with a better sense of how to think about the topic given your own situation.


SuStainable brand innovation - enSuring SuCCeSS & SuStainable futureExpert panel led by Dorothy Mackenzie Chairman, Dragon RougeThis session touches on how brands can credibly and successfully use innovation to deliver against their purpose and promise in a sustainable future. Using the Brand Futures concepts introduced as part of the morning, participants will learn about methods and tools that could help open up new opportunities for their brands.

4:45-5:30pm CloSing plenary


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LOCATIONThe Mermaid Theatre and Conference Center is situated in London

between the City and the West End. Located on the North Bank of

the Thames, the venue enjoys spectacular views of the Tate Modern,

the Globe Theatre and the Millennium Bridge, plus Europe’s tallest

building, The Shard. The Mermaid is conveniently accessible from

several Underground stops: Blackfriars (only 2 minutes’ walk)

and Mansion house (6 minutes) on the District/Circle line, and St

Paul’s on the Central line (4 minutes). This historical London venue

is committed to a comprehensive environmental policy; it currently

holds a silver award for the Green Business Tourism scheme and a

platinum Clean City Award for the city of London’s small businesses.

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