CCRRC Report 2012

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SUSTAINABILITY,

SOCIAL MEDIAAND THE FUTUREOF RETAIL Lnn, Ags

THE COCA-COLA RETAILINg RESEARCH COUNCILS


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CCRRC Global Retail Summit RepoRt

FOREwORD

FACINg Up TO NEw REALITIESr Kn

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SUSTAINABILITY

THE CHALLENgE FOR RETAILERShh rnc rs

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wELCOME TO THE NEw NORMAL

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THE qUEST FOR CHANgErr rs

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wHY LESS HAS TO MEAN MOREdr Jsn

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SOCIAL MEDIA

BACK TO THE FUTURE?Js QrspAgE 22

BE YOURSELF SIMpLY FLAwSOMEWn rk

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IT pAYS TO TALK. BUT KEEp IT RELEVANT AND HONEST cr

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THE FUTURE OF RETAILINgHOw TO pREpARE FOR THE pERFECT STORM

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SUMMARY

THE pROMISE OF SUSTAINABLE gROwTHpAgE 38

LIST OF MEMBERSpAgE 40

CONTENTS


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2CCRRC Global Retail Summit RepoRt

S

ince 1978, the CocaCola RetailingReseach Council has geneated ove40 extensive, popietay studies ona wide ange o etail issues, omshoppe insights and new maket dy

namics to technology, innovation and, mostecently, social media. The enduing natueo the Reseach Council is due lagely to oucollective ability to take many o these ideasand actions and implement them successully into ou businesses.

Now, as we launch the next leg in theCouncils jouney, we should all eel inspied. Envionmental sustainability is topomind o eveyone in the etailing wold.Moe than 80 pe cent o ou global consumes say that it is impotant o businesses totake a leadeship position in envionmental

sustainability.In the pages to ollow, you will hea omsome o the wolds oemost thought leades about the ole the etailing secto can playin addessing envionmental and agicultual challenges that impact the health o oubusinesses, planet and lives.

At the same time, you ae going to be examining some o the best thinking and stategies aound social media. Not supisingly, the wolds most envionmentallyconscious age demogaphic 18 to 34 yeaolds ae also the leading uses o social media. But evey day, the demogaphics skew

olde. And evey day, social media is becoming the new mainsteam media.

Millions o people today ely on digitalmedia as thei numbe one souce o newsand inomation.

This is why I am convinced that sustainability and social media will oeve be connected at the hip. Today alone, 560 millionFacebook uses will check out thei accountsby midmoning, and a lage pecentage o

that goup will do so beoe having beakasto getting dessed.

Beoe the sun goes down tonight 250 million new photos will be posted on Facebookand a simila numbe o updates o Tweetswill have been added to Twitte.

I you think that does not matte to you,stop and think again. Today one o the mosttalked about topics in social media is ood.People ae talking about what they ae eating, dinking, cooking and buying. And theyae giving thei opinions about those expeiences by the millions evey day. These

convesations lead to puchasing decisionsand bandbuilding oppotunities. Clealy,we ae enteing an ea whee we must manage entiely new sets o economic, envionmental and consume ealities.

In the ollowing pages, you will hea aboutthee citical, inteconnected themes thatwill shape ou businesses and bands in theyeas ahead:nFood secuitynAgicultual and supply chain innovationsnOngoing quest o human dignity

Food secuity is about ensuing we have the

ight esouces, technologies and distibution systems in place to eed a community, anation o even an entie egion o the wold.

By 2050, the wold will gow to nine billionpeople, up om seven billion today. That

FOREwORD

FACINg Up

TO NEw REALITIES

Muhtar KentChairman and Chief Executive Ofcer

The Coca-Cola Company

TODAY ALONE,560 MILLION

FACEBOOK USERSwILL CHECK OUT

THEIR ACCOUNTS BYMID-MORNINg

hTA KENT



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is ood secuity issue numbe one: eeding nine billion people, and doing it against

headwinds o geate consume demand,scace land and esouces, highe costs anda changing climate.

Just look at what we have expeienced thispast yea. Global ood pices have isen eightpe cent and will likely continue to climbas oil pices incease, weathe conditionswosen and Asias escalating demand oood impots continues to suge.

S

o hee we ae with highe enegy, oodand tanspotation costs. Add to thatthe sustained incease in demand oood and enegy that is being pompt

ed by ising living standads in emeging nations. As people ean moe, thei diets and peeences also change. In manypats o the wold, people can now aod anadditional meal each day. Little wonde weae seeing agicultual outsoucing on sucha massive scale.

Think about Chinas ecent buying speeso amland in subSahaan Aica.

In Congo alone, China puchased a swatho land lage than Belgium to poduce palmoil. In the Sudan, South Koea ecently puchased 1.5 million aces o amland, while

the United Aab Emiates puchased a million aces to gow gain.This is not just an Asian o Aican tend.

Sweden, o instance, ecently puchasedthousands o aces o agicultual land inKazakhstan. Even landich Ameica justpuchased 100,000 aces o pime wheatelds in Ukaine.

This is just the tip o the icebeg. Foodsecuity is becoming a vey complex geopolitical issue one that ou industies will haveto navigate with geat skill and diplomacy.

Closely elated to ood secuity ae agicultual and supply chain innovations. This is

anothe aea whee ou industies can havea huge impact. Agicultual innovationscome with the pomise o saving mankindand the planet. And they have come a longway in a shot time. In the span o one gen

eation, ovenutition has come to eclipseundenutition as the wolds geatest

health theat. Today one billion people aeoveweight, while 900 million battle withmalnutition.

We gow enough ood. The poblem is that40 pe cent o all caloies gown o humanconsumption neve make it into ou mouths.Bad inastuctue, couption and wasteulhabits ae the main culpits. In 2012 alone,nealy thee tillion pounds o ood wasexpected to go to waste. That, McKinsey estimates, is $250 billion dollas o waste. Buti we evese ou thinking and ocus on solutions, thats a $250 billion dolla oppotunityto get things ight.

Food secuity and agicultual innovationsae, at thei coe, basic human ights issues.Social justice and ood justice ae tightlyconnected. Pesidents Clinton and GeogeW. Bush, and othes, have said that whatis lacking is not ood but the political will toaily poduce and distibute ood.

Ionically, the catalyst that tiggeed theevolutions acoss Noth Aica and the Middle East was the Tunisian govenmentsdenying a young man the ight to sell uitom his steet stand. They denied him notonly his livelihood but his dignity.

Today, one quate o the wolds woking population is employed in eithe gowing o distibuting ood. They ae eedingthe wold on less than hal o the woldsaable land. So the question becomes, howdo we help ceate a moe just wold o thosewho ean thei living though agicultue aswell as those who sue om povety andmalnutition?

Pat o the answe is that we have to innovate. We have to invest. We have to continue doing what all o us do best gow and expand ou businesses, and povide new oppotunities o sustainable employment.

It is a big esponsibility. It equies us tolean moe, to stay cuious and always tyto undestand the changing tends shapingou wold. This epot will play a vital ole indoing just that.

Eyes front Council memberslisten attentively on the

opening day of the Summit

FOOD SECURITY

IS BECOMINgA VERY COMpLEx

gEOpOLITICAL ISSUE

hTA KENT

This article 2012The Coca-Cola Company


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Thee ae some seven billion people inthe wold and you epesent an industy that touches each and evey oneo them in some way evey single day.They ae you customes and, cucial

ly, you supplies. So, what you do aectsevey single county.

Even individually, some o you compa

nies ae so enomous that you have a business which is lage than the economies osome nation states which means that bycombining you eots you can epesent aomidable oce o good. By my eckoningthee can be ew sectos bette placed to addess some o the most pessing poblems inthe wold today.

Being etailes, you all put the consume ight whee the consume needs to be inthe debate at the vey heat o it. Consume pattens diven, o couse, by advetising play a cental ole in the many envionmental challenges acing ou planet.

It is an agument I have long been advancing to the point o unenduable boedom,but we should be in no doubt about it. Thehealth and stability o the entie global economy ultimately depend on the esilience and

stability o the wolds ecosystems and theduability o the Eaths limited natual esouces not the othe way aound. Whethe it be climate change, the gowing scacityo esh wate, the loss o etility o the soilo the destuction o so many o the woldsvital ecosystems, the behaviou o the consume is undamental.

Pattens o consumption, the global economy, political stability and envionmental sustainability ae all integally linked.As many o the wolds scientists conm even though the sceptics age so uiouslyand deny this we ae apidly beaching oneplanetay bounday ate anothe, imagining we can do this with impunity. This is why,in my view, i we ae to tackle these poblemsthen the ood etailing and manuactuingsectos have to be cental elements in thesolution.

That is why you, as etailes, ae absolutely essential to the utue wellbeing o the

planet and its unsustainably gowing population; a population which is not only gowing in numbe but quite liteally in size. I wasalamed to ead a study published ecentlyby the London School o Hygiene & Topical

THE

CHALLENgEFOR RETAILERS

HRH The Prince of Wales

THE HEALTH ANDSTABILITY OF THEgLOBAL ECONOMY

DEpEND ON THERESILIENCE AND

STABILITY OF THEwORLDS ECOSYSTEMS

AND THE DURABILITYOF THE EARTHS

RESOURCES NOT THEOTHER wAY AROUND

hh ThE NE

WALE

Facing page: Patterns ingreen NASA images fromspace of agricultural land

in Europe and the US createeye-catching mosaics. But thepressures on our ecosystem

are less attractivePictures: NASA


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Urban area

Urban area

Farmland area

Farmland area

Corrido

r

woodland area

grasslands area

Medicine, which estimated that i eveyoneweighed as much as those in the developedwold, the exta weight would be the equivalent o anothe billion people on the planet.

This inceased weight dives consumption: heavie people eat moe ood, even atest. This is not only disastous o health outcomes, with inceased obesity, heat diseaseand typeII diabetes, but it also oces signicant changes upon agicultue and, thus, u

the destuction o the natual envionment.Theeoe, what you do and how you op

eate ae pivotal and it is why I could not bemoe pleased that you ae addessing thewhole question o sustainability.

While it is eassuing that so many msae pepaed to sit down and seiously conside these issues, I have watched in despaiat how slow the pogess has been and howthe outight, sceptical eluctance by some toengage with the citical issues o ou day hasoten slowed that pogess to a standstill. Inthis, I am ocibly eminded o Si Winston

Chuchills wods o waning as the theato a cataclysmic Second Wold Wa was being studiously ignoed duing the 1930s. Hespoke against continuing with the stangepaadoxes o being decided only to be undecided; esolved to be iesolute; adamant odit; solid o uidity.

I am paticulaly pleased you ae discussing the question o tuly sustainable agicultue because the wolds ainoests continueto be destoyed to make way o moe aming, wiping out so much o the wolds vitalbiodivesity and emoving ou chances ostoing cabon natually. Thee is, o couse,

huge pessue on ou agicultual systems topoduce not just moe ood but commodties like cotton and biouels.

Unotunately, it is still economicallyational in many cases to meet this demandat the expense o oests.

Despite the welcome eduction in deoestation in some pats o the wold, the bun

ing continues, and not only o oests. Eveyyea one billion hectaes o gassland goesup in smoke in Aica and South Ameica, eleasing vast quantities o geenhouse gases,to make way o muchneeded agicultue.

But what we cannot lose sight o is theneed to ensue changes in poduction pactices that could meet the gowing demando ood, textiles and enegy, not only delive benets in the shottem, but ceate

duable and esilient ood systems o centuies to come. They have to be appoaches that enhance natues capacity to sustainsuch systems and eed what we hope will be amoe stabilized global population.

Given that the majoity o oesty iscleaed o agicultue, it is woth beaing inmind that it is no good aesting deoestation by boosting agicultual output in waysthat exacebate the envionmental and social poblems we ae cuently tying to westle with. In othe wods, thee is absolutelyno point in being seduced into developing a

second geen evolution which meely epeats many o the same disastous mistakeso the last one, but in a moe enticing 21stcentuy technological guise.

Thee ae, though, easons to be optimistic. Thee ae solutions to this inticatepuzzle, although they ae oten specic todieent locations and agicultual systems.My Intenational Sustainability Unit hasbeen studying these complex poblems osome time, to undestand what is equied byames and othe stakeholdes to impoveagicultual poduction without teaingdown yet moe oests. Following analysis

and a seies o wokshops in South Ameica,Aica and Asia involving, oten o the sttime, key epesentatives o the pivate secto, govenment, civil society and the intenational community, the consensus was thattheoetically it is possible to enable amesto incease poduction without it being at theexpense o oests.

BIODIVERSITY CORRIDOR

Biodiversity corridors linkfragmented habitats and

improve the viability of animaland plant species

wE ARE RApIDLY

BREACHINgONE pLANETARY

BOUNDARY AFTERANOTHER, IMAgININgwE CAN DO THIS wITH

IMpUNITY

hh ThE NE WALE



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Fo example, the analysis suggests thatames in the Cental Kalimantan Stateo Indonesia could double palm oil po

duction by 2020 without moe deoestation, inceasing yields o smallholdes byexpanding aming on to low cabon land.Soya expansion could take place on degaded pastues in Mato Gosso. In bothcases this would need to be combined withthose pocesses that saeguad biodivesity things like biodivesity coidos, agooesty techniques and ways o ehabilitating and eoesting ive systems. In theMato Gosso, cattle could be eaed amongtees and othe cops, theeby making cattle anching poductive without intensiying the pocess using aticial means. I all

this wee to be adopted, the estimate is thatthe states total agicultual output couldgow without uthe cleaing and without destoying yet moe o the wolds vitalbiodivesity.

A ecuing nightmae I have is that unlesswe lean the lessons o histoy, the socalledsecond geen evolution will meely involve

vast swathes o ecently cleaed ainoestand gasslands in South Ameica and Aica being tuned ove to poduce intensively etilized, hybidized potein cops whichae then ed to actoyamed pigs, chickens and daiy cows, all in pusuit o satisyingan insatiable and ultimately unsustainableappetite o meat. Any development o degaded pastues must theeoe employ thesots o eective measues that peseve andpotect the egions biodivesity.

The Oxod English Dictionay denessustainability as keeping something goingcontinuously. The need to keep things go

ing o utue geneations in othe wods,o all o you, you amilies and the utueviability o you businesses is the challengewhich cononts us all. How you espond willdene ou planets utue.

Top: Our green and pleasant

land. But farmers faceincreasing pressure to producemore food

Picture: Getty

Right: Satellite images showan area of land in the PacaasNovos National Park, in theAmazon, in 2000 and again,

six years later (far right). Thevivid change may be attributedto drought, degradation from

logging and rePictures right: NASA

THE NEED TO KEEp

SUSTAINABILITYgOINg FOR FUTURE

gENERATIONS IS THECHALLENgE wHICHCONFRONTS US ALL

hh ThE NE WALE

This article 2012 HRHThe Prince of Wales


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Nng sns s r ng. nvr s c n sc cng, wr n

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cngs s nw. rs n ncrrsn n sr sng gn, wrnsnvrnn scsLord Deben

wELCOME

TO THENEw NORMAL

John Gummer now Lord Deben is a formerUK Secretary of State for the Environment andnow chairs the UKs independent Committee

on Climate Change

In my village we got ou st ush lavatoyin 1843. The second aived in 1936. Thatwas the pace o technological change lessthan a centuy ago.

Today many o us have an iPad. Yet ouyeas ago, when the CocaCola RetailingReseach Council last held a Global RetailSummit, they didnt exist. That is how astthings move today.

Yet we still talk as i things dont change.When you hea people ee to the ecession it is as i, once we ae though it, we willbe back to nomal and the wold will etunto how it was and ought to be. We need toecognise that the wold no longe wokslike that.

A couple o yeas ago, Muhta Kent set adifcult challenge o CocaCola to doublesales by 2020 while keeping the companysenvionmental ootpint constant. To set thesame challenge in 2020, his successo willhave to say: double the sales and halve theootpint and do it all by 2025.

That is the helteskelte speed with whichthe wold is alteing.

Some things, howeve, do not change. Thedemand o evey individual to be able toclothe, eed and house themselves and thei

amilies, and the desie to pass on to the nextgeneation something bette than they eceived will be the same in 2025 as it is today.The manuactuing and etailing industyhas a clea and ponounced ole to play.

I ecently visited the United States tocelebate the 100th bithday o a amilyiend. When he was gowing up thee wasa vamp called Theda Baa, a wellknown

gue in the age o the silent lm. Sheclaimed to be the love child o an Aab sheikhand Hungaian gypsy and had occult powes.Actually she was bon plain Doa Goodman,daughte o a Jewish tailo in Cincinnati.

Such mystey could not be maintainedtoday. Evey single intenet blog and eveymagazine would eveal the tuth about hewithin two minutes o he claim. But then,she was able to live he entie lie enjoyingthis mysteious alsity.

In ecent yeas CocaCola has launched 12entiely noncola billion dolla bands. Notone o them has a secet omula. You can

not have secet omulas today. Evey tading standads ofce and evey ood anddink administation would be on to you toexplain exactly the contents because that iswhat people now demand.

The evolution of the telephone,from a wall-mounted earpieceto the smartphones of today,illustrates how innovation is

acceleratingPictures: Thinkstock

wE ARE MOVINg TO

A TOTAL STATE OFVOLATILITY

Ld dEEN


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The Bitish Royal Navy has just conducteda suvey to see how its people get thei inomation. The esults ae amazing. Thee wasno dieence whatsoeve between ofcesand men in how inomation was gained andwhat they expected om that inomation.Futhe, thee was no dieence betweenmen and women o between those seving athome and those aboad.

The only thing that matteed and it was

the biggest dieence imaginable, a ealchasm was whethe they wee ove o unde the age o 26. Those who wee unde 26got thei inomation entiely om the intenet and, moe impotant than that, expectedto know eveything. Thee was no concept ocommecial in condence. They expectedto be able to know eveything.

That is the wold in which we ae goingto live not the wold o Theda Baa but oWikileaks and Julian Assange.

We ae going to have to accept and embace a speed o change geate than eve

beoe. At the same time we will be constantly pessed on tanspaency and taceability. People will no longe allow us to get awaywith anything.

Fo the etail industy, tanspaency meanswe must deal with the speed o change on ouown tems. Othewise someone else will setthose tems o us. You cannot leave you utue in the hands o govenments o single issue NGOs. It is you utue and being aheado the game is cental to that utue. Do not letanyone else dene you utue.

Fiteen yeas ago CocaCola decided it wasgoing to do something which would change

the wold, by adopting a system o eigeation that would not destoy the envionment.Being the st, it changed the whole industy,and did so on its own tems athe than thoseo govenments aound the wold.

We can see how impotant that was, ascustome and consume pessue inceases. Coke has dened its eigeation utue.That, in tun, has enhanced and deendedits band. And bands in this new wold aegoing to have a cucial ole to play. Just lookat the milk contamination scandals in China. The middle classes thee ae now buying

westen bands as a potection against contamination. Westen bands ae giving themcondence because they ae taceable. Theband gives a guaantee, which is essential.

I believe this acto will become moe andmoe impotant. People will want to knowthat the things they eat and dink have beenpopely tested, popely poduced andpopely conseved, and come om soucesthey ae sue about.

This means that as the band gains impotance so too does the etaile. Fo both it is aquestion o tust. Tesco, CocaCola, Maks &Spence and othes ae given consume tust

and in etun those companies have to bepepaed to show vey clealy what they doand whee thei poducts come om.

All this is going to become even moe cucial because we will be moving into a wold

o endemic shotage. Thee is no way out othis. By 2050 the population will each nine

billion and ood demand will double.At the same time we will ace climate disuption. I hate the phase climate change because it sounds as i we ae moving om onesteady state to anothe. Wee not. We aemoving to a total state o volatility.

At pesent we do not undestand whatclimate volatility will eally mean. But weknow it is leading to a seious ise in oodpices. We must stop believing that its onlyo this yea that next yea we will be back tonomal. Thee is no back to nomal becausethee is no nomal in a wold that moves asast as this. In the etail industy this means

we must be quicke on ou eet. We have tond ways to povide o ou customes andthat means a degee o secuity in supplywhich we have not had beoe. Secue souces ae going to be moe impotant than eve.

Top: Coping with pollutionduring a Russian heatwavePicture: Associated Press

Middle: Superstorm Sandy,as seen by NASA satellite,wreaked havoc in the US

Picture: NASA

Bottom: The milkcontamination scare in China

prompted consumers to look tothe West for supplies

Picture: Associated Press

THE ONE THINg

THAT CAN DESTROYUS IS OUR FAILURETO ACCEpT wHAT

wE KNOw AND OUR

REFUSAL TO ACT ON IT

Ld dEEN



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That eality has meant that in the last10 yeas thee have been 1,000 ma

jo land sales, amounting to 58 million hectaes, in Asia, Aica and SouthAmeica. An aea the size o Westen

Euope has been colonised o ood. In allthe talk about the end o the Impeial Age,this kind o colonialism is a whole new theatto stability.

In thei seach o stability, some nations

and companies ae ceating the conditionso instability.

So what should we be thinking about inpepaing ouselves o this new wold? Wemust not think that 2012s events the USdought, Russian heatwave, the Chinesebuying two million moe tonnes o ood,highe pices, less availability ae just goingto be conned to 2012. We ae not going backto the nom. In the situation we live in, nomality is change. Nomality is extemes. Thewold has changed.

This means we have to secue ou supplies.

We have to geneate much close elationships in ou supply chains. The supply chainwill become moe and moe impotant andou elationships with the people who actually poduce the ood we need will have to bedieent. These people ae going to be cucial to us in a way we have not seen beoe,and thei continuing elationship is going tobe ou st equiement i we ae to seviceou customes.

We also have to dive innovation becausethee is no way we will meet the challengeo doubling ou business while halving ouootpint, and doing so by 2020, unless we in

novate at a speed and in a way we have neveseen beoe.

It is no longe possible to think o businessas usual because business will not be usual.It is no longe possible to think o business asusual unless we think o it as geen business.

One wickedness I dislike moe thanany othe is the suggestion thee is somehow a conict between gowth and geenness. Thee will be no gowth at all unlessit is geen gowth. The enemies o gowthae those who believe we should not go o

geen gowth. They ae the ones whose uneomed poducts will undemine ou meanso gowth.

We have to get on the ont oot withchange. Ou businesses will depend on it.That means we will also have to be muchmoe willing to educate the public to eat thethings we ae able to buy. It wont always bepossible to supply eveyone with sta uit inthe middle o Septembe o lettuces out oseason, and we will have to help the custome to undestand that.

One nal point: aent we lucky to be living

now! This is the most exciting moment oat least 500 yeas. The eason? We ae acedwith the emakable act that we can win because we know what we have to do. Knowledge is at the heat o eveything I have spoken about.

The one thing that can destoy us is ou ailue to accept what we know and ou eusalto act on it. It is action, not wods, that mattes now. Ou utue is moe exciting thanany geneation has eve aced beoe. It willmove aste, pesent bigge challenges andoe geate ewads (and disastes) than wehave eve known. It will be the most exciting

geneation eve seen.We must make sue we have a plan o it.

Right: Whats on the shelvestoday? Security of supply

will become more importantthan ever

Picture: Getty

AN AREA THE SIzE OF

wESTERN EUROpEHAS BEEN COLONISED

FOR FOOD

Ld dEEN

This article 2012Sancroft International


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Tgr, w cn cng w r rkswrk, ssCarter Roberts, rsn n E

Wr W n

THE qUEST

FOR CHANgE

Carter Roberts

At WWF we have been woking oyeas with businesses aound thewold to move companies and theisupply chains towads sustainability. Now it is becoming clea we ae at

the moment o invention with consumes.Business, communities, govenments andNGOs ae all tying to detemine how to go

about engaging consumes at scale.Fist, we need to undestand what ischanging in the wold. Since 2008, woldpopulation has gown, pedominantly within the BRIIC (Bazil, Russia, India, Indonesiaand China) counties. Global GDP has alsoinceased, with 50 pe cent o that gowth inBRIIC counties.

Twitte hadly existed in 2008. Now it has636 million uses. Deoestation ebbed andis now owing we have lost moe than 52million hectaes in the last ou yeas. Fouyeas ago, we estimated we wee exceedingthe caying capacity o the planet by 30 pe

cent. Now we ae up to 50 pe cent.So what pactical things ae being done

within companies and acoss industies toaddess these changes? Lets stat with cetication pogams. The pace at which these

ae taking hold and gowing is acceleating, om the Foest Stewadship Council toMaine Stewadship Council.

Moe and moe big companies etailes and manuactues alike ae committing to them and acceleating the pace ochange. And they ae acting togethe athethan alone, woking with govenments and

NGOs to make joint commitments.This is highly consequential. It is not to saythey know exactly how to do it, but they aewoking seiously to gue it out.

A ome poesso o mine at HavadBusiness School wote an aticle a ew yeasago,Leadership in the Age of Transparency, inwhich he said: Companies have long pospeed by ignoing what economists call extenalities. Now they must lean to embacethem. He meant that i you do not knoweveything about you poduct and how it issouced, you will be held accountable, like ito not.

Accoding to ecent eseach conducted byCone Communications and Echo Reseach,94 pe cent o consumes want poducts thatae moe envionmentally sustainable; 93pe cent want to know what companies ae

YOUR CONSUMERSDO NOT jUST wANT

TO COME IN AND BUYYOUR pRODUCTS;THEY wANT TO BE

HEARD

ATE ET

More consumers want toshop carefully and make

eco-friendly choices and

the latest generation of digitalscanning systems such

as QR (Quick Response)codes provides them with

instant information via theirsmartphones

Picture: Corbis



15/44



16/44


doing; and 91 pe cent want to be head which is an inteesting one. You consumes do not just want to come in and buy youpoducts; they want to be head.

Euo RSCG Woldwide conducted a studytitled The New Consumer in the Era of Mind-ful Spending. In it they asked consumes whatkind o puchases make them eel good.Thity pe cent said they like luxuy puchases it makes them eel good to get be

hind the wheel o a BMW, o example: 72 pecent said it eels good to shop moe caeully. And 64 pe cent said it eels good to makeecoiendly choices.

Fou yeas ago, in patneship with GlobeScan, National Geogaphic stated poducing the Geendex an index o consume attitudes and behaviou acoss all counties.They indexed consumes on how they caeabout envionmental issues and sustainability. What they ound was that consumescae the most about envionmental and sustainability issues in Bazil, India, and China.

The US is at the lowe end o the spectum.Thee is even moe inteesting data oma study by Ogilvy and Mathe, MainstreamGreen: Moving Sustainability From Nicheto Normal. This looked at ou consumechoices: how consumes tanspot to wok;what kind o poduce they buy; what kind ohousehold poducts they buy; and how theyecycle.

In tems o the level o impotance placedon these issues, compaisons between consumes in the US and China wee not all thatdieent. But when asked about thei actions, thee was a noticeable dieence in

consume behaviou. Chinese consumesae much moe likely to act on thei convictions and the gap is geatest between sentiment and action in the US.

What emeges when you dig a little utheis that consumes in China, India and Bazil clealy eel the eects o climate changeand esouce scacity and, as a esult, act onit. When we look at the specic dieencein consume behaviou between the US andChina, the esults ae eyeopening.

Ogilvy asked consumes in China and theUS one simple but poweul question: would

you athe cue cance o save the envionment? O those polled in the US, 70 pe centsaid they would athe cue cance than savethe envionment.

When the question was posed to Chineseconsumes, the numbes wee damatically dieent. Only 22 pe cent said they wouldathe cue cance ove the envionment.Fo 78 pe cent, saving the envionment wasmoe impotant.

Looking at the ising consume geneation, a Euo RSCG study asked people omthis geneation about whee they see changeoccuing. Fotyeight pe cent ageed with

this statement: The things I consume havemoe powe to change things than the people I vote o.

So, you elationship with consumes mattes beyond what they buy o the pice pointat which they buy it. The younge geneationand consumes in key gowth makets suchas China cae deeply about poducts, howthey ae souced and the consequences thatthey have o the wold.

David Jones, a leading thinke on theseissues, gave a speech ecently in which hedescibed the 1990s as the age o image and

impotance. Being associated with the envionment was a geat way o bunishing yougeen halo.

He went on to descibe the st decade othe 21st centuy as the age o advantage those companies who wee st moves anddid the good things o the wold had a compaative advantage ove competitos.

He then descibed ou cuent decade,20102020, as the age o damage. Companies who ae not poactive, who ae not painully honest, who do not know how theiconsume stategy elates to the envionment, will be punished by consumes, who

ae moe empoweed with inomation andmoe connected than eve beoe because osocial media.

Take the example o Nestl and Kit Kat.Imagine an ofce scene: somebody iseeding pape into a shedde. Theyae absolutely boed. They cack opena Kit Kat ba, beak o a piece and stick

it in thei mouth.Thei boss walks in. The Kit Kat in the

pesons mouth tuns out to be a haiy nge, an oangutans nge. He bites into it,

blood steams down his ace, the boss looksshocked.The sceen then says: Nestl buys palm oil

om Boneo to put in its Kit Kat ba, which isdestoying the ainoest and killing oangutans. Dont buy poducts om Nestl.

This was a Geenpeace campaign. Within two months o its launch, Nestl had declaed a moatoium on buying noncetied palm oil om Boneo because o thebacklash damage om consumes.

In one ell swoop, a campaign had equatedKit Kat bas with killing oangutans. This isan inteesting example o how connections

ae made between the poducts you sell andthe consequences a, a away. This ad sentshockwaves though industies. You see theconsequences not just o manuactuesbut also o etailes.

A HUgE pERCENTAgE

OF THE KYOTOCOMMITMENTS MADE

YEARS AgO COULDBE MET BY SIMpLY

CHANgINg CONSUMER

BEHAVIOUR

ATE ET

CURE CANCER THAN

SAVE THE ENVIRONMENT

WOULD RATHER

SAVE THE ENVIRONMENT

THAN CURE CANCER

UNITED STATES 70%

CHINA 22%

UNITED STATES 30%

CHINA 78%

MOVINg SUSTAINABILITY FROM NICHE TO NORMAL

94%

91%

93%wANT MORE pRODUCTS TO

SUppORT wORTHY ANDENVIRONMENTAL ISSUES

wANT TO BE HEARD

wANT TO KNOw wHATCOMpANIES ARE DOINg



17/44


To add to this point, 93 pe cent o peoplequestioned in the Cone study said they weepepaed to boycott a company o iesponsible behaviou.

At one point in 2012, i you googled ShellActic you would end up at what looked likethe ofcial Shell website. It looked seious,but as soon as you stated to ead the smallpint you ealised it was a cleve hoax to descibe how Shell puts development ahead o

the envionment in the Actic, whee it wasabout to dill in the Beauot and Chukchiseas. It included ads and a contest amongconsumes to ceate thei own, with suchtongueincheek messages as: Some saycatastophe, we say oppotunity. Lets go.It even included a childens game wheekids tied to shoot down icebegs as they attempted to each an oil well. The aim o thegame was to make as much money as possible beoe the spill happened. But no matte how had you tied, the spill always happened, cutting o you pots and leaving a

huge mess.

we ae going to see moe o this kindo thing as people hold companiesesponsible o what they do andhow they souce thei poducts.

It used to be that i you wanted tosell geen poducts, thee would be a specialaisle devoted to them in you avouite supemaket. Now, the consume expectation isthat in evey aisle o evey stoe you ought toknow how geen you ange o poducts aeand communicate it to you consumes. Instead o isolating geen poducts, you need to

integate them.Accoding to eseach by Cone, 71 pe

cent o consumes ae conused by messages companies use to descibe thei eots and impacts. Dieent bands use dieent wods like allnatual, oganic, geen,and planetiendly. But what do they mean?What is the dieence between them? ShellyLazaus, a WWF boad membe and chaiman o Ogilvy and Mathe, says you have tomake it easy. The consume message needsto be simple and easy to undestand.

Anothe inteesting case is cold wate de

tegent. It tuns out this gets you clothes justas clean as hot wate detegent. The poblemis a lot o people do not believe it. I manuactues could convince people that cold watedetegent woks just as well, it would educeenegy use enomously. A huge pecentageo the Kyoto commitments made yeas agocould be met by simply changing consumebehaviou, but you cannot do it alone. Thisaises the question o collaboation. I pedict you will see moe and moe companieswoking togethe to change consume behaviou aound these issues. It is the onlyway we ae going to avoid some o the catas

tophes pedicted.Howeve, I do not uge you just to meet

consume expectations. Exceed them. Todo that, thee ae ou specic things to statthinking about. Fist, make commitments

in you supply chain. This is aily simple tomeasue in the abstact but had wok in thedetails. When Walmat, o example, com

mitted to woking with WWF and ageed itwould sell only sustainably caught wild seaood, it sent ipples thoughout the shingindusty. A numbe o sheies began to examine thei pactices, became cetied, andstated doing moe o the ight thing.

Second, think about how you use the ouwalls o you stoes to educate the consume. How can you do moe than just pesentpice points, o build endaisle displays? Howcan you actually educate consumes on theissues?

Thid, how can you use social media tobuild a community and engage with you

consumes to help solve poblems?Finally, I would uge you to think about

how you can make sustainability opensouce by collaboating with each othe tochange the way people think about thei elationship with the natual wold.

Last yea, WWF and CocaCola collaboated with CocaColas etail patnes to tell thestoy o the Actic and the pola bea. Woking togethe, we gave consumes a tangibleway to help save these magnicent ceatues.This campaign is expanding and is an example o companies woking togethe to tell a

stoy in a compelling way. I think we ae going to see many moe examples o companies collaboating on issues engaging eachothe and engaging consumes.

The tuth o the matte is that the decisionsyou make ae hugely impotant to the places we cae about and the species we cheish.The tiges and the elephants and the hinoswe want to potect in the wold ae not going to suvive unless we change the way wesouce ood and othe poducts aound thewold.

But dont just change you business pactice because o the tiges, hinos and ele

phants. I encouage you to do it because consumes ae inceasingly demanding it.

You have a temendous amount o powe. We have it within ouselves to change theway the maket woks.

I DO NOT URgEYOU jUST TOMEET CONSUMERExpECTATIONS.ExCEED THEM

ATE ET

CONSUMERS IN

CHINA, INDIA ANDBRAzIL CLEARLY

FEEL THE EFFECTS OFCLIMATE CHANgE ANDRESOURCE SCARCITY

AND, AS A RESULT, ACTON IT

ATE ET

The decisions you make arehugely important to the placeswe care about and the species

we cherishPicture: Getty

This article 2012 WWFCarter Roberts has focusedWWFs efforts to save theworlds great species and

ecosystems by linking science,eld and policy programmeswith an initiative to engagebusinesses to lighten their

impact on the planet


18/44


Wr r cnsng r n ncn rv. An wn n rs w

v rc wc s c s w v n s 8,. hw r w gng ?

Dr Jason Clay, nr Vc rsn rkTrnsrn WW, frs r

r ssn r

wHY LESS HAS

TO MEAN MORE

Dr Jason Clay

The Oomo people o Ethiopia have asaying: You cant wake a peson who ispetending to sleep.

We have to wake up to the act that inthe next 40 yeas we will need to po

duce as much ood as we have done in thelast 8,000. So the questions we must ask ouselves ae: how ae we going to eed nine billion people and maintain the planet andwhat does this mean o ou supply chains?

Take a simple equation: i we multiply the global population by each pesonsconsumption it should equal the cayingcapacity o the planet. But it doesnt. Todaywe ae aleady consuming at a ate o about1.5 planets.

So we have to gue out how to tun thataound in the ace o a gowing populationand inceasing consumption. We need touse less to poduce moe. Then we pobablyneed to use less again.

Today thee ae some seven billionpeople in the wold. By 2050 thee will benine billion. Income will incease pe capita

by 2.9 times, consumption o ood and othemateial will double and consumption o animal potein will incease even moe.

About 70 pe cent o all the people on theplanet will be living in cities by 2050 as

many people as ae alive today. And wevegot to gue out how to poduce ood in thecounty o all those people living in the city.

Othe than in times o wa, ood piceshave been going down in eal tems o about150 yeas. But stating aound 2004/2005,that changed and we began to see picesincease.

The new eality is that ood pices ae going to go up because o scacity, ising con

sumption and moe people on the planet.This summe the pice o con inceasedby 10 pe cent in thee weeks, a ate thatwas pedicted to continue o the next theemonths. Con is in 50 pe cent o manuactued poducts.

Whateve the impacts ae pe capita oseven billion people, just think how it is goingto be with nine billion. We cannot each havethe same ootpint i we ae living beyondthe planets caying capacity.

We aleady have to educe the ootpint. Ithee ae going to be moe o us consumingmoe then we have to educe even moe.

The biggest theat to the planet o all human activity is ood poduction. Its the lagest cause o biodivesity destuction, deoestation and eosion o wetlands, gasslandand othe habitats.

Opposite: By 2050 we willhave to produce twice as

much food and bre to feednine billion people

Picture: Getty

YOU CANT wAKEA pERSON wHOIS pRETENDINg

TO SLEEp

VE



19/44



20/44


It uses moe wate twice as much as allothe human activities combined and poduces moe pollution than any othe humanactivity. It uses moe chemicals and poduces moe geenhouse gases than any otheactivity.

In act, deoestation associated with the

expansion o agicultual land is equal to alltanspotation emissions on the planet. Itaccounts o about 1618 pe cent o globalgeenhouse gases a yea.

At the same time, we ae not vey good atpotecting agicultues asset base. Since1850, weve lost hal o the wolds topsoil.We cannot do that and continue to poducemoe ood.

Seventy pe cent o ames today losemoe soil each yea than they put back. Thatis not a viable longtem poposition.

Instead o tying to wok out how to solvethese issues individually, howeve, we need

to optimise a solution that embaces a numbe o key vaiables. We need to look at ou,six o eight key issues.

Conside this: on a nite planet, shouldconsumes eally have choice about sustainability? O should all poducts on the shel besustainable? I they should all be sustainable, how do we make that happen?

And why is it that today unsustainablepoducts actually cost less than sustainableones, when unsustainable poducts actually

cost the planet moe?The planet is subsidising ou ood con

sumption because extenalities pollution,soil eosion and so on ae not bought intopicing. As we acto in these kinds o costs,ood pices ae going to go up. We ae aleadybeginning to see it.

Right now we use about 33 pe cent othe planet to gow ood. I you allowo desets, mountains, lakes, ivesand steams, oads and cities, it goesup to 58 pe cent. I you include nation

al paks as well it goes up to 70 pe cent. So weae let with about 30 pe cent. Do we eally want to am the whole planet? Is that theEaths utue? Eliminate biodivesity andsimply have conelds, wheat elds and icepaddies?

I its not ou vision, we must wok out howto double poduction o what wee aleady

using. Thats the challenge. And it is whatscaes oganisations like WWF.

We have to eeze the ootpint o ood; seei we can poduce twice as much ood without using any moe land, wate o othe inputs, o use even less.

This does not mean elying on one choiceo technology. I you want oganic, how canyou use oganic poduction to double available ood poduction without using moe lando wate? Can you use ai tade to double

COMMODITY TRADINg

FAO FOOd price index

wE MUST SHIFT OUR

THINKINg FROMTRYINg TO MAxIMISEANY ONE VARIABLE

TO OpTIMISINg THEKEY ONES

dR JAN LAy


7 billiOncOnsumers

1.5 billiOnprOducers

300-500cOmpAniescOntrOl 70% trAdeOF eAch cOmmOdity


21/44


ood poduction? Can you use conventional?To be successul, all o them will have to

double in poductivity in the next 40 yeas.Thats the challenge.

WWF has identied 15 commodities asthe most impotant to global consevation palm oil, cotton, biouels, sugacane, pulpand pape, sawn wood, daiy, bee, soy, lowtophiclevel oage species, amed salmon, amed shimp, topical shimp, tuna and

whitesh. These athe than ice, con owheat, which occupy the geatest aea aeexpanding most ight now, and so it is thesewe need to be thoughtul about.

So how can we be stategic about this? Dowe wok with seven billion consumes o 1.5billion poduces?

We have chosen to wok with the 300500companies that contol 70 pe cent o thetade in each commodity. And om that list,we ound that 100 companies epesent 50pe cent o global poduction o ou 15 commodities.

By 2050 we will have to poduce twice asmuch ood and be to take cae o the ninebillion people. How ae we going to do it?

Thee is no silve bullet, no single activity that will double ood poduction. Instead, we think thee ae pobably ninedieent sets o discete activities thatneed to happen(see chart below).

I we pusue them all simultaneously wewill moe than double ood poduction. Nobody can wok on all o these. But eveyone consumes, poduces, etailes, bands can wok on one o them.

We know that one out o evey thee caloies neve makes it to the consume. I wecould eliminate ood waste in the system,wed have to poduce hal as much new oodby 2050. Much o the waste is in esh ood,about which we seem to have a mania today.In developing counties the causes ae dieent but the esults ae the same.

No can we get away om genetics. I wedidnt have plant beeding, we wouldnthave cities, we wouldnt have agicultue, wewouldnt have poduce supluses. It wouldbe cazy to think we can abandon it.

But genetics doesnt mean tansgenicsand GMOs. We have to be doing 21st centuyplant beeding and looking o taits withinthe species that oe dought toleance, disease esistance, poductivity and nutients.

We have to begin looking at tees. Tees aea much bette way to poduce ood, so letslook at new technologies to see how we canchange tee poduction within 10 yeas.

We also need to decide what is the ightthing to measue. Its not bushels and tonnes,o animals pe ace. Its caloies. And whenyou look at caloies you get a dieent set osolutions. Fouteen cops povide about 70

75 pe cent o the caloies on the planet.I caloies ae what the wold needs to eed

people, bananas poduce 20 times moe caloies in Costa Rica than con does pe hectae in Iowa. Sugacane poduces thee times

moe caloies than bananas do and 60 timesmoe than con. Can we use banana stach toeplace con stach?

Can we begin to look at the substitutes thatwill meet ou caloic needs?

We need to think dieently, stat measuing and stat managing what we measue.

Seventy pe cent o all the wate we useis o agicultue. This means that eveycaloie o ood takes a lite o wate to gow.So which cops take less wate, o poducemoe caloies?

By 2050 we will have to poduce two caloies with hal a lite o wate.

Which cops, what aming systems, cando that? We must ocus on the esults and beagnostic about the technologies. Lets gue out which technologies wok bette inwhich places.

One o the things people dont undestand is how dependent we ae globally on aew counties to ll in the gaps o poductionshotalls. Two yeas ago Russia cut wheatexpots. That tiggeed pice ises. Andsomeone in Tunisia set themselves on e in

potest, tiggeing a seies o events that became known as the Aab Sping.

FOOD wEDgES

Right: the scarring effectsof slash-and-burn on the

rainforestPicture: Getty

ON A FINITE pLANET,

SHOULD CONSUMERSHAVE A CHOICE

ABOUT SUSTAINABLEpRODUCTS?

OR SHOULD ALL

CHOICES BESUSTAINABLE?

dR JAN LAy

WASTE

GENETICS

TECHNOLOGY

BETTER PRACTICES

DEGRADED LAND

PROPERTY RIGHTS

OVER & UNDERCONSUMPTION

CARBON

URBAN ARGRICULTURE


22/44


Food secuity and national secuity aeconnected. This summe, ou o the top poduces and expotes o ceeals and oil seedssueed doughts. At the same time, Indiasmonsoon is hal o what it was last yea. Thatmeans India may poduce less ood than itneeds.

So ood pices ae going to be highe.Look at it anothe way: o twothids o thewolds population this is an election yea.

How do you think theye going to vote?

Food is going to tump eveything, including the envionment, which is whywe need to stat woking on this now iwe still want to have a viable envionment and ecosystems.

What ae 21st centuy supply chains goingto look like? Theye going to be longe andmoe global and thee ae going to be eweplayes. We will see longetem contacts some companies now have 10 o even 15yea contacts with gowes. Thats becom

ing the nom, not the exception.Its about patneships along the valuechain. Its not about spot maket puchases o advesaial elationships. I somebodywins and the othe loses, thats not going tobe the basis o a good patneship.

Its about pecompetitive appoaches; woking togethe to solve poblems, notwoking against each othe. Its about tanspaency, about knowing whee things comeom, how they wee poduced, and how tomake it moe sustainable.

We want people woking togethe; common denitions, eveybody on the same

page. Sustainability is a pecompetitiveissue.

Take IKEA, the wolds second lagest buye o cotton. It buys about 100,000tonnes a yea. Twentyve pe cent o thegowes ae cetied.

100 COMpANIES CAN

MOVE 50% OF gLOBALpRODUCTION

dR JAN LAy

sOybeeFsAwn wOOd lOw trOphiclevel speciesdAiry

whiteFishtunAtrOpicAl shrimpFArmed sAlmOn FArmed shrimp

This article 2012 WWF

pAlm Oil cOttOn biOFuels sugAr cAne pulp And pAper

IKEA has ound thee is a huge businesscase o cetication. The gowes it wokswith have educed pesticide use by 60 pecent, wate by 40 pe cent and etilise by30 pe cent, and they have inceased theiincome by 1520 pe cent on aveage.

IKEA no longe eels its a buden to asksupplies to be cetied. They see theye going to make moe money.

So how ae companies woking togethe now? One example is The Consume Goods Foum. Initially, 18 companies ageed to take deoestation outo thei supply chain. Today thats

swelled to some 57 companies. They aestating with ou commodities bee, palmoil, soy and pulp which epesent hal o theplanets deoestation.

They see this not only as mitigating a iskbut also an oppotunity to position themselves.

Because these companies have ageed

to wok togethe to ceate deoestationee supply chains, a goup o 10 banks inthe Banking Envionment Initiative haveageed to take deoestation out o theilending potolios.

I companies say they will not buy a poduct that is the esult o deoestation, thenthee is a ationale o banks to lend to poduces who dont deoest, because they aegoing to get access to bette makets withlowe isks and they can give loans at loweates.

In the last 10 yeas we have doubled theamount o ood that is taded globally but

ood is still the most taiencumbeedpoduct on the planet.

So the big global issues o us this centuywill inceasingly be esouce scacity, waste,ood secuity and global tade. We need tostat acting now.

Pictures: Thinkstock

pRIORITY COMMODITIES


23/44


SUSTAINABLE AgRICULTURE VALUE CREATION MODELHo do retailers drive sustainable ariculture throuhout the value chain?

Consumers

STARTINg pOINTS FOR ACTION

What is happening? How does this impactupon a retailer?

What is an appropriateresponse?

The risks

The opportunities

Increasing pressure on demandnpoao ongo a a onia a of aa o nda fo aa oo fo fnia f a a a

Work directly with suppliersnea a a of a a o

oo anma a oo a of

anra a o ao o aa

foanA a a of nwo o a o a

aa

Develop partnerships. Participate inroundtables, implement standardsthroughout the supply chain

ngoa aa (.. msc, rspO)nnaoa aanra aanra ao (a a o a

foao o of a)

Engage with shoppersnb oao (a a)nn aa o

Increasing pressure on supplynsoo o of aa onFa of o aaa aa anuaaonrjo of gm o anca ania a a of ndf a a

Increasing prices of staple commodities

Collaborate with traders

nWork with traders to shift certied products from nicheto norm

nhelp traders evaluate wat teir suppliers need to do tobecome more sustainable

Opportunity to decrease costs

Opportunity to increase reliabilityof supply

Opportunity to increase yields

Opportunity to improve quality

Decreasing supply of staple commodities

Growing demand for sustainable productsand opportunity to enhance brand value

Decreasing quality of staple commodities

Increasing demand for fulltransparency of supply chain

Increasing scrutiny of supply chainsnco o ao aanco o oa a of ango a fo a aaa of foao

o

The nature of the marketsnF a, oa anl o o fa/a of aanco

SUSTAINABLE AgRICULTURE SUMMARY

Suppliers Traders Manufacturers

Develop partnerships through standards and certication schemes

t a oo o o o a, ngO, , a a afao o a oa, oa a a aa o aaoo a o. t a o oa, aoa, o a a o aa.goa oa a aa fo a oa oo. Fo a: boo;Fo sa co (Fsc), ma sa co (msc), roa fosaa pa O (rspO), rafo Aa aa.

Work with suppliersb o o a o a a ao , a a ooo oa a oo o a o o ao o qa, o,qa a a a. t o a a a a, fo ain resource efciency, to re-designing logistics to reduce food miles, to increasing yields through the adoption of newoo. i a fo a o a a o afa ao, a oobegin to learn how to use sustainability to drive protability in their supply chain.

Collaborate with traderst oa aa oo a a oa f of aoa aoa. t oaao a o o fa a o o f a a o aa a a o f a a a . to aaa oo a, a o oo o o oa oaoao,or at least cooperation with traders and help shift cer tied commodities from 'niche to norm'.

Engage with consumersso a o a aa a oao of aa. t a oo ooa o o ao a a o ao o oa of a aa o.There is a particular opportunity to inuence behaviour ino o a a j a o o o.

ia aa o ao a o o of a a a aoa aa a.

bo ao ao oo o o aa o .

This diagram 2012 CCRRC


24/44


Facing page: Time for a quickphoto? Olympic divers reach

for their mobilesPicture: Getty

c s wr, cng n nsn.An s k s ck

wn r c skrs knw s, r ks

n sks, n srv s ccrng. Wgnr r r, ssJames Quarles

BACK

TO THEFUTURE?

James Quarles is Regional

Director, Europe, Middle East andAfrica, Facebook

Thee has been no bette place to witness the powe and impact o socialmedia in 2012 than the London Olympic Games.

One thousand athletes joined theOlympic online club to post pictues andshae stoies behind the scenes. Thei amilies told tales o sacice, and spectatos took

pictues as they cheeed o ou teams.One way o anothe, the powe o socialmedia was unmistakable. On the eveningo the opening ceemony, 9.7 million people tweeted messages about it. Fiteen million ollowed the Olympics hash tag. Eveyone, it seemed, had a way to shae eactionsand excitement.

The boadcastes saw this was to thei benet. The BBC put out content that could beaccessed in ealtime via social media anddove an 80 pe cent incease in tafc. NBCsimilaly saw a huge uptake in viewes. Insocial media tems, this was an incedible

Games.Thee ae now 950 million active monthly

uses on Facebook and 500 million on Twitte. While the technology is moving ast,howeve, the human behaviou behind it

should eel vey amilia. My Facebook page,o instance, is just a digital scapbook. It iswhee I post photos and amily expeiences,my ticket om the Games, the ood we ate othe peson who sat next to us a documentand dialogue o ou close community.

I you look at you mobile phone bill, youwill pobably nd that the ou people you

call 80 pe cent o the time ae the same oupeople that you message on Facebook andthe same people you pobably wote lettesto 80 pe cent o the time. We communicatewith a tightknit goup.

Thee is a pinciple called Dunbas Law,named ate a social anthopologist whostudied Neolithic aming villages. He oundthat when they eached a size o about 148people they became ungovenable and soa new village would be ceated. Well, thattuns out to be the exact same numbe oiends people have on Facebook on aveage. So thee ae some coe, identiable

tuths hee: people ae using technology tocommunicate acoss boundaies, acoss language.

I do not think Twitte o Facebook takeany cedit o the individuals who baved

FIFTEEN MILLIONFOLLOwED THE

OLYMpICS HASHTAg

JAE QALE


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epessive egimes to make change duingthe Aab Sping but thee ae countless ex

amples o such events aound the wold,such as the one om Colombia in 2008whee a 33yeaold Web designe namedOsca Moales, ate witnessing the butality o the Fac gueilla egime, ceated a pagecalled A million voices united against Facand oganised a ally in 45 cities acoss thecounty. One and a hal million people tookpat in Bogota and 200 solidaity allies weeun in cities acoss the wold. As a statement,it changed the couse o a nation in a poweul way.

This oppotunity o the individual voice tobe amplied is eally poweul and pobably

theatening to a lot o taditional institutions,including bands and etailes. When someone sets thei sights on you, they now have apulpit to peach om, a means to boadcastthei views.

Take the example om Noth Ameica o Dave, a musician in a band. Dave tooka ight om Haliax, Nova Scotia, to Chicago and watched as his guita was mutilatedin the pocess o being loaded on to the plane.He spent nine months tying to secue compensation om the ailine. Eventually hewote a song about the destuction o his

guita and posted it on YouTube. In onemonth it eceived ve million views, and has

since amassed something in the egion o 12million.

This was a huge public elations nightmae o a company aleady stuggling tomaintain its band and association with sevice. Even though it subsequently compensated him, the damage has been done andpeople still watch the video.

So the st question o bands and etailes who ae new to social media is usually:how do I contol this space? How do I contolthis uncontollable consume? The answe,o couse, is you cannot.

But hee is an example om the ailine industy o how the outcome can be signicantly dieent. In Apil 2010 Euopes ai

space was shut down o ve days ollowinga small volcanic euption in Iceland. Eveywhee, people wee standed, oten a omhome. When the aispace eopened, oneailine alone, KLM, ound it had 50,000 passenges it needed to ebook.

At aipots acoss Euope passenges weetuning up at tanse desks and ticket ofces o phoning in, but wee nding they couldnot get hold o anybody. This was a massivesevice challenge the caies had not ceated not so much manmade as Godmade.

But KLM had opened up on Twitte a ew

months ealie, and decided to stat usingthe social channel to communicate the latestinomation on ights. It quickly ound people wee engaging so it went a step utheand installed 150 voluntees in its esponsecente to deal with the thousands o individual issues being aised. And it answeedthem though social media.

As a esult, the company ecognised thehuge powe and inuence social mediacould have on its banding and sevice dieentiation, and now stas its Twitte andFacebook poles 24 hous a day, seven daysa week, in eight languages. KLM is now at

ed a global topve ailine o sevice, having made sevice a social pioity.

Bette still, it is not negative stoies aboutbeing lost o standed that dominate theKLM sites. The ailine has poduced some

Top: Caught on camerarevellers in Trafalgar Square,London, capture the dramatic

countdown to the OlympicGames

Picture: Demotix

Left: When a musiciansguitar was broken in transitand he struggled to secure

compensation, he wrote a songabout it, posted it on YouTube

and told the worldPicture: Thinkstock

77%FACEBOOK

31%TwITTER

28%YOUTUBE

20%gOOgLE pLUS

6%pINTEREST

HOw SOCIAL wERETHE OLYMpICS?

wHEN SOMEONE SETSTHEIR SIgHTS ON YOU

THEY NOw HAVE ApULpIT TO pREACH

FROM

JAE QALE


27/44


wondeully innovative campaigns, like theone whee it took the Facebook pole photos o its an base and painted them on theside o a 747 ailine, o the meet and geetcampaign whee passenges log in with social cedentials and get to see othes they aeying with.

One UK etaile that has ecognised theoppotunity to pesonalise its image thoughsocial media is Sainsbuys. Take, o ex

ample, a lette om theeandahal yeaold Lily asking why Tige bead is socalledwhen its spots clealy make it look moe likea giae than a tige.

Fom a custome sevice agent at Sainsbuys came the eply: Geat question, Lily.Youve stumped us. We also think it lookslike a giae. Hee is a 3 git cad. SignedChis King aged 27 1/3.

Human, cleve, un and posted on socialmedia by Sainsbuys when it decided, guesswhat, to change the name o the loa to Giae bead. This stoy was shaed 100,000

times.To take things a step uthe, how aboutgetting you consumes to be you ambassa

dos and tell you stoy o you? One Spanishhotel chain, NH Hotels, has ound a way todo it. The chain, which has a lot o citycentelocations, simply asks its customes to take aphoto o the view outside thei oom, o thewalk om the hotel to thei ofces, and postsit on a site called Wakeuppics. A simple epesentation o you point o dieentiation,told in you advocates voice billiant.

O take the case o Toyota. The company

had a tough yea with ecalls ate enjoying along eputation o quality. So it set up a Facebook site called Autobiogaphies, in which itinvited cuent ownes to upload videos telling the stoy o thei st Toyota ca. Thenthe company took some o these and got adocumentay lmmake to tun them intoTV commecials. The content was so compelling Toyota chose to show it alongside itsband and messaging.

The point is, om a band and communication pespective with social media you caneithe be eactive and ace some potential

ly die consequences, o be much moe poactive, engage advocates and ambassadosand see vey dieent esults. But that is onlyhal o it.

Fo me, the next oppotunity is aboutauthentic identities and what you can dowhen I establish a elationship with you. Thisis me, James Quales, who is maied, livesin London, has two young boys, likes Chelsea Football Club and Indian ood, and eadsJames Joyce. All o my likes and inteests aein my pole, along with all the places I havetavelled. I we get into a tusted elationship whee I give you access to that inoma

tion that is vey poweul and a much ichepole than all o the ineed data youmight have gained om knowing that I buySouth Aican wine, dink Coke Zeo andbuy nappies.

HOw DO I CONTROLTHIS SpACE? HOwDO I CONTROL THIS

CONSUMER?THE ANSwEROF COURSE,

IS YOU CANNOT

JAE QALE

Top: KLM employees holdingup letters in answer to

questions submitted viaTwitter and Facebook, whichwere shown on a screen at

Schiphol Airport, Amsterdam,to demonstrate the airlines

responsiveness to social mediaPicture: Getty

Right: Whens a tiger not a

tiger? When its a giraffe. Whatone three-year-old consumerthought about her Tiger loaf

Picture: Sainsburys


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You could pobably get to simila conclusions om those specic examples, butknowing me as an individual allows you tomake you business pesonal. And that iswhee and when things get inteesting.

Hee ae thee examples. I you havestoes in vaious locations, how do you makethem locally elevant? You want consistency in you opeation but you also want tomake each stoe eel it is a membe o thecommunity. How do you engage with that

community?One example is Lululemon, the athleticsappael company. It has 142 stoes, all with

MAKINg SOCIAL wORKFOR YOUR STORES

REwARD ADVOCACY. CONNECTTO LOYALTY pROgRAMMES

DESIgN ExpERIENCES AROUNDpEOpLE.ExpERIMENT

SOURCE CONTENT THAT ISAUTHENTIC, INTERESTINgAND SHARE-ABLE

ExTEND AND INTEgRATE SOCIALwITH ONLINE AND IN-STOREExpERIENCES

RECRUIT ADVOCATES,ACHIEVE SCALE

BUILD AND EMpOwER LISTENINg

Top: Steps to social mediasuccess

Right: Fashionistas can

"capture" looks and submitthem to the ASOS site

Picture: Getty

Opposite: Back to the dayswhen shopkeepers knew us?

Picture: Getty

THE NExT

OppORTUNITY ISABOUT AUTHENTIC

IDENTITIES ANDwHAT YOU CAN DO

wHEN I ESTABLISH ARELATIONSHIp wITHYOU

JAE QALE

This article 2012 Facebook,Inc. or its licensors. Facebook

is a registered trademark ofFacebook, Inc..

All rights reserved

individual Facebook pages un by the stoemanage. Most o the ones I have lookedat have about 500 o 600 men and women connected to them. So this is a big intenational chain that is now elevant to me inmy community. It is like an electonic noticeboad whee people with simila inteestscan gathe and meet.

Anothe example is SNCF, the Fench ailway opeato. SNCF has 182,000 employ

ees and 14,000 tains and might be the lastcompany you would expect to use socialmedia. But what SNCF does is vey simple.When you book a ticket on Voyage SNCFyou have the oppotunity to invite up to sixiends. Hey, lets go to Lille o the weekend. Hees my tain time and seat numbe.Click to puchase and post to shae.

SNCF nds that one in six o those shaesdives an incemental puchase becauseothe people also want to go to Lille, Toulouse o Geneva togethe on the tain. Thispowe appeals not only to my likes and in

teests but also to my cicle o iends. Youcan make expeiences bette by stengthening those bonds o connections between meand my close iends o amily membes.

The thid example is the UKbased online ashion etaile, ASOS, which opeatesin 190 counties. Its online ashion ndeallows people to bowse websites and captue looks combining, say, this jacket withthese socks and those boots.

Pehaps 70 pe cent o the items ae omthe ASOS site and 30 pe cent om the esto the web. Those items ae then attached tomy identity on the ashion nde and I can

nd othes who like the same things. But italso signicantly tailos the oe and communications that ASOS povides, becausethe company knows what I like and givesme access to the sales 24 hous beoe anyone else. It will give me a discount on thoseclothes and as a tusted and valued membeo its community I get into its sale ealy. People love that degee o value and exclusivity.

This takes us back to the time when theshop owne knew me, knew my wiesname, knew which meat and cheese I likedand had it eady o me.

With the aid o social media, the stoe othe utue will be able to bing back that pesonal touch and local elevance.


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Wendy Clark, V, ngr rkngncns & s

T c n, n wr nwrk cnsr

BE YOURSELFSIMpLY FLAwSOME

Wendy Clark

w

e ae inceasingly clea, with social media, consumes can act asyou sales oce. I you shae compelling, useul and inteesting content with consumes they will pass

it along and become you sales team. Theybecome the medium.

Take ou own example at CocaCola. Wehave ove 50 million ans on Facebook, thelagest an page o any band. Plainly, 50 million is a huge numbe and one we ae poudo and thankul o.

But those 50 million ae just ove one anaway om the entie Facebook univese. Soi we do ou job well and povide good content to those 50 million, they will owad itto a univese that looks moe like one billionpeople. So, 50 million inteesting. One bil

lion eally inteesting.That is the powe o the netwoked consume today. In this socially netwoked envionment content is now the cuency. Thecontent you have the unny joke, the pictuesomeone hasnt seen is the way you can ceate value on that netwok.

Essentially, Facebook enables us to dowhat we have been doing o millions oyeas shaing with one anothe, exchanging stoies, passing things along but on ascale that was not possible beoe.

But it has to be authentically human.When it has a copoate ont o venee,

consumes see though it immediately. Theydo not want the polished you, they want theeal you.

The tem we use now in ou team is awsome a combination o aw and awesome.

That is what consumes want us to be eal,authentic, appoachable, accessible, tanspaent. Flawsome.

They do not want to see the polishedCocaCola, they want the human Coca

Cola and that is had. Ate 126 yeas o contolling the convesation we ae now suggesting we should show the impeections. Itmay seem unthinkable to us, but that eallyis what ou netwoked consumes ae looking o.

In school we wee all taught to contol thevaiables and outcomes o ou bands, andnow we have to elean that idea. At bestwe can get invited into the convesation andpaticipate. We cannot contol all the vaiables any moe. We have to be willing to getinto the convesation, and sometimes those

convesations will not be comotable. Butsilence is oten moe deadly than the wonganswe.

Anothe point to bea in mind is that social is deeply local. We may have moe than

50 million ans aound the wold but thatconvesation is managed in 90 dieentcounties, at the county level. No one inAtlanta, Geogia, knows the cuency oconvesation in New Delhi, India. You haveto have the convesation in the local maketand be locally elevant.

At ou best we talk about global scale andlocal elevance. Ultimately, the time will

come when we can emove the wod social and this just becomes good maketing.It is undamental to how we opeate and undamental to how consumes engage with usand talk about ou bands.

THE CONTENT YOUHAVE THE FUNNYjOKE, THE pICTURE

SOMEONE HASN'TSEEN IS THE wAY

YOU CAN CREATEVALUE

WENdy LAK

SILENCE IS AS

DEADLY AS THEwRONg ANSwER

WENdy LAK

Right: What consumers wantus to be real, authentic,

approachable, transparentPicture: Adam P. Fagen

This article 2012The Coca-Cola Company


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T sccss s rn nncn s n n nnss n g w

w r s cnsrs.Richard Reed,

n s nrs, ns w sc cnns rv rn nks

IT pAYS TO TALK. BUT

KEEp IT RELEVANTAND HONEST

Richard Reed

when we stated out we neve hadmoney o maketing so we alwaysseized evey possible oppotunityto communicate.

That is why we ae whee we aetoday with social media we have alwayshad an innate desie to convey a sense o being open and esponsive. So thee has neve

been a point in Innocents histoy when webecame a social media band Innocent hasalways been one.

By social band I mean something whichhas moved on om the old school o maketing when you had just one message that youwould put out and expect people to eceive.

Now it is all about paticipation. And thisis one stak eality we have to accept wedo not own bands. We own the intellectual popety, we own the logos, we own thewods. We might own the packaging ights.But we dont own the band. The band issimply a seies o emotions, eelings, mem

oies and bits o histoy that ae held in eachindividual pesons head. It is always uniqueto the peson and owned by the peson.

All we can do as businesses is to get oubands and ethos out thee so that people

paticipate and ae moe likely to want tobe pat o ou band community than someone elses.

Fom ou inception we wee social, paticipatoy; we wee vey much about making sue the consume was pat o the ecosystem. We wee thee iends who had metat college and always talked about setting up

a business. At a snowboading weekend wecame up with the idea o making smoothies.While we kept ou day jobs we spent

months woking on ecipes and businessplans beoe we got to the point whee it wasnecessay to commit to it o pass. We bought500 o uit, tuned it into ou avouitesmoothie ecipe and set up a maket stall ata music estival. Above the stall we put up asign that asked: Should we give up ou jobsto make these smoothies? In ont we placeda bin which said yes and anothe that said no.I the yes bin was ull by the end o the weekend we esolved to go in next day and esign.

We had a scay Sunday night when we ealised the yes bin was ull.

I the no bin had been ull we would nevehave stated Innocent. But that yes bin gaveus the condence we needed. Eve since,

wE MIgHT OwN THEpACKAgINg RIgHTS.BUT wE DONT OwN

THE BRAND THECONSUMER DOES

hAd EEd

Innocents customers sharein the decision-making andhat-making. Last year theyknitted 1.8m tiny hats, with

proceeds going to a charity forold people


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we have always asked, always talked. Ateall, we only eve want to get the answe ight.And the best way to do that is to ask the peson who is most impotant the consume.Right om the beginning ou packaging always said: i you ae boed give us a call on thebanana phone o pop ound to Fuit Towes.

To this day that emains ou ethos. Theont doo is always open. Out o the 250people in ou business 50 ae voluntee tou

guides who take it in tuns to meet people ateception and show them aound.

Whethe you wok in sales, HR o nance,it means thees someone walking past youdesk who is a consume, and that is an amazing eeling. It keeps us honest. We have to betanspaent because the people who makethis thing possible the people who buy oupoducts ae aound us evey day. I you aedoing that, you have to make sue you aewho you ought to be.

When we say give us a ing on the bananaphone which is in act a big plastic banana

shaped phone we mean it. We have theepeople whose job is to answe it, but i theyae all on calls simultaneously it ings on eveybody elses desk, mine included. Eveyone expects to answe the banana phone atleast once a day. It means the consume getsa eal peson answeing the phone and myteam get to connect with the ultimate boss.The act is, whoeve we ae, whateve we do,we only have a job because people ae goodenough to buy ou poducts.

We have a chill out aea in ou ofcewhee, on a Satuday moning, we invite consume voluntees in to tell them about what

we ae doing. We tell them the good and badstu and show them what we ae developing.The poducts they vote o ae the ones welaunch. We show them ad campaigns in development and again get them to vote, andwe tell them which chaities we ae thinkingo suppoting with ou oundation, and theyvote on that too.

I

t is not a PR stunt; it does not cost anymoney. Its about getting people theseeal, loyal advocates who ae so into oubusiness that they ae pepaed to give up

thei Satuday monings o ee to comein and help make decisions.We do othe things with ou consumes.

One mass paticipation activity whichsounds slightly dat, I know is to get voluntees to knit tiny hats. Fo evey hat we sell,

50p goes to Age Concen, a UK chaity thatsuppots old people.

When somebody at Innocent st suggested the idea, I thought we would need toget a actoy to make them but he was convinced we could get voluntees, povided wemade a donation to chaity. In the st yeahe got 3,000 hats knitted, in the second yea

20,000 and in the thid 80,000. Last yeavoluntees acoss Euope knitted 1.8 millionhats.

At the oot o all this, I think, is a desie always to paticipate, always to talk, always to

involve the consume. We see them as pat othe ecosystem, as valid and necessay as ouames and manuactues.

When we stated the business in 1999 welaunched an email newslette. Eleven people signed up o it. Now we have 150,000people. Published each week, it is a billiantoppotunity to communicate what is going on in the business and ask questions. Wehave been blogging since 2004, on Face

book since 2007 and on Twitte since 2008.They ae all just expessions o the same desie to communicate, and in ou Innocenttone o voice.

Does it delive business esults? I do notknow but I am glad we do it because we seeits value in so many dieent ways.

T

he thing the myth about social media, especially Facebook, is that it isall about how many ans you have. Because o the way Facebook woks, youhave to stay engaged and keep you

ans active, othewise they do not get younews eeds. So this is something you have tothink about. It is not just about acquiing ansthe st time you must keep them active othey will not be eading the things you hopethey ae.

Having been voted numbe one in the UKo use o social media, which o couse wasgeat o us, thee ae ve things we haveound to be tue and which have helped getus thee. Fist, it is all about doing the simple,basic things well, ove and ove again. Also,you must be yousel. You have to have a toneand a point o view and you have to epesent

it 100 pe cent o the time.At Innocent we have one peson who is

ou social media guy a hobbyist who lovesit and built the Facebook page and Twitte eeds. Having someone who is passionate about it and natually undestands it hasbeen temendously valuable. It has set a tonethat makes ou band pesonable.

It means we always espond as people, notas a copoation. When they say somethingunny, we tweet something unny back.When they have a poblem we deal with itstaightaway human to human, not busi

ness to consume. That is the most impotant thing you can do in social media.Whethe it is seious o ivolous, about

health, ethics o unny pictues o dogs, ithas to eel it is coming om the same peson,which in ou case it genuinely is.

Social media is also about the voice o thecopoation. In the same way that we havecolous, logos, poducts and a visual identitythat dene us, we have to have a tonal identity. I you do not have it in social media youget ound out.

Anothe thing that has woked eally wello us, and it means adopting the mindset o

a newspape, is to ty to beak stoies ceate content and put it out in ealtime. Heeae some examples. Some o them ae eally dumb, but so is a lot o social media. WhenFifty Shades of Grey, the eotic ction book,

Opposite page, top: howInnocent heralded Britishsuccess at the Olympics

FIRST, IT IS ALL ABOUT

DOINg THE SIMpLE,BASIC THINgS wELL,

OVER AND OVER AgAIN

hAd EEd


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came out it attacted a huge amount o publicity in the UK, so we did Fity Shapes oGape as a pastiche, and pinged that out.

When scientists discoveed the Higgs boson paticle, one o ou ceative people poduced a unny catoon about what wouldhappen i they had lost it again. It was pickedup by the pess and people stated using thecatoon acoss social media platoms.

The Olympics povided a billiant oppotunity to be cuent and take a viewon what was going on. Within 20 minutes o Badley Wiggins winning hisst gold medal ou team designed

a unny little medal which poclaimed Allhail the sidebuns. As well as tweeting itwithin ou own ellowship, we tweeted it diect to Badley Wiggins and within minuteshe wote back saying Thanks ou wholehousehold lives o you poducts andtweeted all his ollowes. Thats hal a million people o just a silly dawing that took

20 minutes to do.So, i you get it ight it can get you to a lot opeople vey quickly.

The next impotant thing is to ecognisethat social media oe a billiant oppotunity to get the people we all wok o ou consumes on the inside o ou business, inoming us, helping us make decisions andmaking sue we avoid mistakes. On ouwebsite we have a ate and eview sectionso consumes can ank each o ou poducts.Apat om anything that is inappopiately ude, it is unlteed. So we get ealtimeinomation as soon as a poduct hits the

maket the time when it is always valuable.When we launched a ange o veg pots,

healthy meals made om nothing but vegetables, we thought they would be loved byvegetaians. On the day o the launch, how

eve, the atings and eview section wascompletely taken ove by the Vegan Society, which had a big issue with them becausethey had honey in them. We simply neveknew that vegans had a poblem with honey.

Within 76 hous, we had eplaced the honey with suga and they wee back out on theshelves with a eomulated ecipe, all donein conjunction with the Vegan Society. Fist,we had got the inomation staightaway

and, secondly, they saw we wee eacting toit. Now they ae huge advocates o the bandand the poduct ange.

Ultimately, it is all about communications.We have clea messages and topic aeas akind o editoial policy about the things wewant to get acoss, and we have to make suethees a balance. It cannot all be pictues odogs in wedding desses. We also need totalk about health and ood, all the things theband stands o.

We measue the eectiveness o evey single post and can see what people nd inte

esting, and that o couse inoms what wedo the next day.The th thing I have ound to be tue

about social media is that i you eally wantpeople to become genuine ans and advocates and ecommend you to thei iends,you have to accept that it cannot always be

just about you. A succession o sales pomotions will not cut it. You will quickly be deleted om peoples lists.

In tuth, you need a bit o letbain logicand ightbain emotion and un, and socialmedia is whee the two convege.

Beoe we post anything we ask ouselves:

is it a load o FHUI ( un, heatwaming, inteesting o useul). It has to be at least oneo them othewise we should not be doingit and people would be ight to delete us.FHUI? Make sue it is.

YOU NEED A BIT OFLEFT-BRAIN LOgICAND RIgHT-BRAINEMOTION AND FUN

hAd EEd

This article innocent drinks 2012


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As snss rs n w cnsrs,w r n jrn n n w crn

rsnss.Mark Price, ngng drcr

K rr Wrs, ns w, n snw wr, ng rg ng s c nr

HOw TO pREpARE

FOR THEpERFECT STORM

Mark Price

Let me take you on a jouney. In 1804the global population stood at one billion. By 1960 it had eached theebillion and by 1975 ou billion. In 2011it hit seven billion. So, in just 35 yeas

o so we have added anothe thee billion tothe wolds population.

Taking that into consideation, it seemsodd to think that aound 10,000 yeas ago

a geological blink o an eye the venue othis coneence lay unde a glacie andin anothe 40,000 to 60,000 yeas will doso again.

Long beoe then in just a ew yeas, inact and thanks to a myiad o actos ompopulation gowth to waste and oveconsumption, we may well ace equally seious issues with ou constained esouces.The UKs Chie Scientic Advise, PoessoJohn Beddington, has descibed it as a peect stom o population gowth, climatechange and demand o enegy and ood.By 2050 an insignicant jump in geologi

cal tems we will have nine billion mouthsto eed.

Many o those individuals will ightly haveaspiations to join a ising middle class andtaste the liestyles they enjoy. Thei diets will

have moved om taditional staples suchas ice to westenised meatbased menus. With that change will come the difcultchallenges posed by the wost excesses owestenised diets. Healthcae systems willcome unde stain.

Fist, we must ask whee the ood will begown to cope with this ising demand. Ascities expand, poductive amland disap

peas. Waste is a poblem, too. And whatabout the enegy equiements o this bugeoning population?

Does science have the answes? Can we,as a society, cope with the changes thatwill come? What kinds o unintended consequences do we ace? And how can etail businesses espond to these enomouschallenges?

When I joined John Lewis as a gaduatetainee in 1982, things wee vey dieent.We closed on Sundays and Mondays andthee was a less choice we stocked just20 pe cent o todays line count. We did not

take cedit cads. I you wee a custome, itmay have looked as i we wee not especially geaed up to meet you needs. Indeed,it may have looked as i we had a take it oleave it attitude.

A pERFECT STORM OF

pOpULATION gROwTH,CLIMATE CHANgE ANDDEMAND FOR ENERgY

AND FOOD

. JhNEddNTN,

K hEENT AdVE


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a journey through timeSome landmarkS in our evolution, highlighted by mark Price

a 4.5 s , ewsf

65 s p mx,

x f ss200,000 s h sps sp a s 10,000 s , w f f s f Ws as ss

f a 6,000 s

w ws a 5,000

s w p, ep c

900, ssws hs ep a s bw 1500 1850 a r w bw 1750 1850

is r i 1830 lp ms w p 1877 axg b p p 1885 k bz 1925 j l bs w s 1928 axF sp 1957 rss uS sp Sp 1

1969 n as ws

fs w m 1981 cp S nw, s f

ws p ibm

Pc t s w w p p -1990s, s p2004 F 2006 tw 2007 P ws 2010P s

Documents

CCRRC Report 2012