Sustainable Brands - The Bridge to Better Brands

8/10/2019 Sustainable Brands - The Bridge to Better Brands

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TOP 12CONSUMER

INSIGHTS
http://www.sustainablebrands.com/


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With heighten awareness of critical social and environmental issues, people around the worldare changing their attitudes, behavior and consumption patterns in support of brands and their

products/services that provide shift toward a global economy with health, dignity and happi-ness for all. While some are finding confusion with the multitude of different, often inconsistentsignals they receive from the corporate world and their various sustainability programs, othersare connecting with brands on a more meaningful level.

Brands that embrace the shift toward a flourishing future are seeing business success acrossmultiple levels. This complimentary content collection showcases best-in-class consumerengagement studies that reflect how customers positively connect with brands environmentaland social sustainability programs plus shares potential reasons for disconnect. Its a wealthof hard data and compelling insights by top-notch researchers curated exclusively for theSustainable Brands community.

This carefully curated collection features:

The evolution of research methods how and why researchers are moving away from cold surveys and statistics-powered segmentation techniques when gathering consumer insight How emerging qualitative methods such as ethnographic research and empathy interviews are

augmenting survey-driven statistical segmentation for deeper insight into consumer behavior Ways to finding new paths to mainstream consumer engagement and the implications of a

shifting landscape Featured sections about why online behavior, wearable tech and the quantified-self move-

ment are driving the personal data economy

Please enjoy this collection and find more like it at www.SustainableBrands.com/library.

Introduction


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The Shifting Landscape of Consumer Valuesand Implications for your Brands Future

CHIP WALKER, Director of Brand Planning & Innovation; Editorial Director, Y&R New York; The Athena Doctrine

Chip Walker of Y&R New York describes the

growing spend-shift from mindless con-sumption towards mindful purchases.

Chip works closely with thought leader JohnGerzema, author of Spend Shift: How thePost-Crisis Values Revolution Is Changing theWay We Buy, Sell, and Liveand The AthenaDoctrine: How Women (and the Men Who ThinkLike Them) Will Rule the Future, and takes usthrough up-to-date insights based on research

behind those two books, as well as relevantdevelopments since they were published.

He points out we are seeing a marked changein the contract between brands and consum-ers, from a winnertakesall masculine ap-proach towards the feminine values of greaterempathy, respect and imbued meaning.

63% of men and 65% ofmillennials agree the worldwould be a better place if menthought more like women.

// RELATED CONTENT

Twitter:#declutter

Book: Spend Shift: How the Post-CrisisValues Revolution Is Changing the Way WeBuy, Sell, and Live

Book: The Athena Doctrine: How Women(and the Men Who Think Like Them) WillRule the Future
https://twitter.com/search?q=%23declutter&src=typd&f=realtimehttp://www.amazon.com/Spend-Shift-Post-Crisis-Revolution-Changing/dp/0470874430/ref=sr_1_1http://www.amazon.com/Spend-Shift-Post-Crisis-Revolution-Changing/dp/0470874430/ref=sr_1_1http://www.amazon.com/Spend-Shift-Post-Crisis-Revolution-Changing/dp/0470874430/ref=sr_1_1http://www.amazon.com/The-Athena-Doctrine-Women-Future/dp/111845295Xhttp://www.amazon.com/The-Athena-Doctrine-Women-Future/dp/111845295Xhttp://www.amazon.com/The-Athena-Doctrine-Women-Future/dp/111845295Xhttp://www.amazon.com/The-Athena-Doctrine-Women-Future/dp/111845295Xhttp://www.amazon.com/The-Athena-Doctrine-Women-Future/dp/111845295Xhttp://www.amazon.com/The-Athena-Doctrine-Women-Future/dp/111845295Xhttp://www.amazon.com/Spend-Shift-Post-Crisis-Revolution-Changing/dp/0470874430/ref=sr_1_1http://www.amazon.com/Spend-Shift-Post-Crisis-Revolution-Changing/dp/0470874430/ref=sr_1_1http://www.amazon.com/Spend-Shift-Post-Crisis-Revolution-Changing/dp/0470874430/ref=sr_1_1https://twitter.com/search?q=%23declutter&src=typd&f=realtimehttp://www.sustainablebrands.com/digital_learning/brand_innovation/shifting-landscape-consumer-values-implications-your-brands-future


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Measuring Meaning: The Evolution of Brand Valueand What to Do About It

DENISE TURNER, Head of Intelligence, Havas Media Group

Denise discusses methodology and results

behind Havas Medias Meaningful BrandsIndex, with an eye toward the types of prod-uct innovation and stakeholder engagementthat can make brands more meaningful inthe eyes of consumers overnight.

Tune in to find out what discoveries aboutindividual and collective well being aredriving the definition and applications of ameaningful brand, how it differs from a

functional or aspirational brand, and howmeaningful brands have outperformed thestock market by 120% recently.

Most people would not care if 73%of brands disappeared. Less than20% of brands notably improve ourquality of life.

// RELATED CONTENT

Twitter:#meaningfulbrands

More data: www.havasmedia.com/meaning-ful-brands

Infographic: www.havasmedia.com/meaning-ful-brands/meaningful-brands-global-info-graphic
https://twitter.com/search?q=meaningfulbrands&src=typd&f=realtimehttp://www.havasmedia.com/meaningful-brandshttp://www.havasmedia.com/meaningful-brandshttp://www.sustainablebrands.com/digital_learning/brand_innovation/road-less-travelled-new-paths-mainstream-consumer-engagementhttp://www.sustainablebrands.com/digital_learning/brand_innovation/road-less-travelled-new-paths-mainstream-consumer-engagementhttp://www.sustainablebrands.com/digital_learning/brand_innovation/road-less-travelled-new-paths-mainstream-consumer-engagementhttp://www.sustainablebrands.com/digital_learning/brand_innovation/road-less-travelled-new-paths-mainstream-consumer-engagementhttp://www.sustainablebrands.com/digital_learning/brand_innovation/road-less-travelled-new-paths-mainstream-consumer-engagementhttp://www.sustainablebrands.com/digital_learning/brand_innovation/road-less-travelled-new-paths-mainstream-consumer-engagementhttp://www.havasmedia.com/meaningful-brandshttp://www.havasmedia.com/meaningful-brandshttps://twitter.com/search?q=meaningfulbrands&src=typd&f=realtimehttp://www.sustainablebrands.com/digital_learning/brand_innovation/measuring-meaning-evolution-brand-value-what-do-about-it


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Measuring the Core Business Benefits of a SocialValue Proposition

JASON SAUL, Founder & CEO, Mission Measurement

Jason introduces the concept of a social value

proposition, motivates it with thoughtfulconsumer insights and walks us through thekinds of value it can deliver.

In the process, he underlines the distinction be-tween socially conscious consumers and con-sumers who respond to social value drivers.

He argues the business logic of CSR andcorporate sustainability is fundamentally

changing. In a framework splitting businessvalue into extrinsic and intrinsic whereintrinsic benefits affect actual consumption,while extrinsic ones dont Jason arguescompanies have been erring too much onthe side of extrinsic.

Giving away money is meeting ex-pectations of what people alreadythink you should do. No ones goingto reward you for giving money tocharity.

// RELATED CONTENT

Twitter:#sharedvalue

Research Report: missionmeasurement.

com/uploads/documents/Why_Companies_

Should_Stop_Doing_Good.pdf

Blog: missionmeasurement.com/ideas/

blogideas/blog
https://twitter.com/search?q=%23sharedvalue&src=typd&f=realtimehttp://missionmeasurement.com/uploads/documents/Why_Companies_Should_Stop_Doing_Good.pdfhttp://missionmeasurement.com/uploads/documents/Why_Companies_Should_Stop_Doing_Good.pdfhttp://missionmeasurement.com/uploads/documents/Why_Companies_Should_Stop_Doing_Good.pdfhttp://missionmeasurement.com/ideas/blogideas/bloghttp://missionmeasurement.com/ideas/blogideas/bloghttp://missionmeasurement.com/ideas/blogideas/bloghttp://missionmeasurement.com/ideas/blogideas/bloghttp://missionmeasurement.com/uploads/documents/Why_Companies_Should_Stop_Doing_Good.pdfhttp://missionmeasurement.com/uploads/documents/Why_Companies_Should_Stop_Doing_Good.pdfhttp://missionmeasurement.com/uploads/documents/Why_Companies_Should_Stop_Doing_Good.pdfhttps://twitter.com/search?q=%23sharedvalue&src=typd&f=realtimehttps://twitter.com/search?q=%23sharedvalue&src=typd&f=realtimehttp://www.sustainablebrands.com/digital_learning/slideshow/measuring-core-business-benefits-social-value-proposition


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Big Picture: Strategies and Metrics for Brand Value

BILL SHIREMAN, President & CEO, Future 500

Bill highlights the value of smart stakeholder

engagement that is both analytical andpurpose-driven.

When you consider that the cost of a meager1% decline in brand value which can eas-ily be in the range of $200 million to over abillion for companies of the caliber of Target,Nike or Walmart you quickly realize the im-portance of investing in protecting the soul ofa brand. He outlines how five high-risk issues

intersect with five high-opportunity groups ofpeople that have a particularly strong voicethese days: women, millennials, minorities,green creatives, politically uncommitteds.

Ranking both issues and influential stake-holders, and focusing clearly and authenti-cally on the few intersections that matter themost to a company, is a great way to protector restore the soul of any brand.

Women are responsible for 73%of buying power, or roughly $9 tril-lion of annual buying power.

// RELATED CONTENT

Twitter:#stakeholderengagement

Webinar: http://www.sustainablebrands.com/

digital_learning/collaboration/stakeholder-activism-2014-top-10-issues-likely-drive-

global-campaigns

Book: Engaging Outraged Stakeholders:How-To Guide for Uniting the Left, Right,Capitalists, and Activists
https://twitter.com/search?q=%23stakeholderengagement&src=typd&f=realtimehttps://twitter.com/search?q=%23consumerexpectations%20&src=typd&f=realtimehttp://www.sustainablebrands.com/digital_learning/collaboration/stakeholder-activism-2014-top-10-issues-likely-drive-global-campaignshttp://www.sustainablebrands.com/digital_learning/collaboration/stakeholder-activism-2014-top-10-issues-likely-drive-global-campaignshttp://www.sustainablebrands.com/digital_learning/collaboration/stakeholder-activism-2014-top-10-issues-likely-drive-global-campaignshttp://www.sustainablebrands.com/digital_learning/collaboration/stakeholder-activism-2014-top-10-issues-likely-drive-global-campaignshttp://www.amazon.com/Engaging-Outraged-Stakeholders-Capitalists-Activists/dp/0985452447http://www.amazon.com/Engaging-Outraged-Stakeholders-Capitalists-Activists/dp/0985452447http://www.amazon.com/Engaging-Outraged-Stakeholders-Capitalists-Activists/dp/0985452447http://www.amazon.com/Engaging-Outraged-Stakeholders-Capitalists-Activists/dp/0985452447http://www.amazon.com/Engaging-Outraged-Stakeholders-Capitalists-Activists/dp/0985452447http://www.amazon.com/Engaging-Outraged-Stakeholders-Capitalists-Activists/dp/0985452447http://www.sustainablebrands.com/digital_learning/collaboration/stakeholder-activism-2014-top-10-issues-likely-drive-global-campaignshttp://www.sustainablebrands.com/digital_learning/collaboration/stakeholder-activism-2014-top-10-issues-likely-drive-global-campaignshttp://www.sustainablebrands.com/digital_learning/collaboration/stakeholder-activism-2014-top-10-issues-likely-drive-global-campaignshttp://www.sustainablebrands.com/digital_learning/collaboration/stakeholder-activism-2014-top-10-issues-likely-drive-global-campaignshttps://twitter.com/search?q=%23consumerexpectations%20&src=typd&f=realtimehttps://twitter.com/search?q=%23stakeholderengagement&src=typd&f=realtimehttp://www.sustainablebrands.com/digital_learning/slideshow/big-picture-strategies-metrics-brand-value


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CSR and Communication Expectations From TodaysGlobal Consumers

LIZ GORMAN, Senior Vice President, Cone Communications

Showing up at the CSR table is no longerenough the universal expectation forcompanies to be responsible is immenseand undeniable.

This webinar walks us through the latestround of key data points and critical impli-cations for business, including expectations,priority issues, business approaches andpreferred types of engagement.

It also explores desired communicationschannels, as well as insights into how con-sumers are using social media to engagewith companies in a variety of ways.

91% of global consumers believecompanies must go beyond theminimum standards required bylaw to operate responsibly.

ALISON DASILVA, Executive Vice President, Cone Communications

// RELATED CONTENT

Twitter:#consumerexpectations

More data: www.sustainablebrands.com/dig-

ital_learning/white-paper/2013-cone-com-

municationsecho-global-csr-study

Cone in the news: www.sustainablebrands.

com/news_and_views/stakeholder_trends_

insights/sustainable_brands/77_americans_

say_sustainability_factor
https://twitter.com/search?q=%23consumerexpectations%20&src=typd&f=realtimehttp://www.sustainablebrands.com/digital_learning/white-paper/2013-cone-communicationsecho-global-csr-studyhttp://www.sustainablebrands.com/digital_learning/white-paper/2013-cone-communicationsecho-global-csr-studyhttp://www.sustainablebrands.com/digital_learning/white-paper/2013-cone-communicationsecho-global-csr-studyhttp://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/sustainable_brands/77_americans_say_sustainability_factorhttp://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/sustainable_brands/77_americans_say_sustainability_factorhttp://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/sustainable_brands/77_americans_say_sustainability_factorhttp://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/sustainable_brands/77_americans_say_sustainability_factorhttp://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/sustainable_brands/77_americans_say_sustainability_factorhttp://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/sustainable_brands/77_americans_say_sustainability_factorhttp://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/sustainable_brands/77_americans_say_sustainability_factorhttp://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/sustainable_brands/77_americans_say_sustainability_factorhttp://www.sustainablebrands.com/digital_learning/white-paper/2013-cone-communicationsecho-global-csr-studyhttp://www.sustainablebrands.com/digital_learning/white-paper/2013-cone-communicationsecho-global-csr-studyhttp://www.sustainablebrands.com/digital_learning/white-paper/2013-cone-communicationsecho-global-csr-studyhttps://twitter.com/search?q=%23consumerexpectations%20&src=typd&f=realtimehttp://www.sustainablebrands.com/digital_learning/webinars/global-imperative-csr-expectations-todays-global-consumers


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How to Make Advertising Claims That Consumers WillTrust: A Marketers Guide to the FTC Green Guides

JACQUIE OTTMAN, green marketing pioneer and author

Led by Jacquie Ottman, green marketing

pioneer and author, and Becky Griffith ofthe National Advertising Division (NAD), theindustry self-regulatory group, this webinarbrings marketers up to speed on the latestguidance from the Federal Trade Commis-sion about how to create communicationsthat can drive consumers to your sustainableproducts and initiatives while helping compa-nies avoid accusations of greenwashing, andchallenges from competitors and the FTC.

Learn about the many potential risks of beingperceived as a greenwasher, discover casestudies across a range of consumer and B2Bproduct categories, and understand the lat-est guidance from the FTC about how to useterms such as carbon offsets, biodegrad-able, and compostable.

78% of Americans claimed theywould boycott a product if theyknew the advertiser was trying tomislead them.

BECKY GRIFFITH, National Advertising Division (NAD)

// RELATED CONTENT

Twitter:#FTCgreen

Full report: http://www.greenmarketing.com/blog/comments/FTC-Green-Guides-Report/

Tool: http://www.sustainablebrands.com/digital_learning/marketing_comms/ottman_checklist_credible_green_marketing_claims
https://twitter.com/search?q=%23FTCgreen&src=typd&f=realtimehttp://www.greenmarketing.com/blog/comments/FTC-Green-Guides-Report/http://www.greenmarketing.com/blog/comments/FTC-Green-Guides-Report/http://www.sustainablebrands.com/digital_learning/marketing_comms/ottman_checklist_credible_green_marketing_claimshttp://www.sustainablebrands.com/digital_learning/marketing_comms/ottman_checklist_credible_green_marketing_claimshttp://www.sustainablebrands.com/digital_learning/marketing_comms/ottman_checklist_credible_green_marketing_claimshttp://www.sustainablebrands.com/digital_learning/marketing_comms/ottman_checklist_credible_green_marketing_claimshttp://www.sustainablebrands.com/digital_learning/marketing_comms/ottman_checklist_credible_green_marketing_claimshttp://www.sustainablebrands.com/digital_learning/marketing_comms/ottman_checklist_credible_green_marketing_claimshttp://www.greenmarketing.com/blog/comments/FTC-Green-Guides-Report/http://www.greenmarketing.com/blog/comments/FTC-Green-Guides-Report/https://twitter.com/search?q=%23FTCgreen&src=typd&f=realtimehttp://www.sustainablebrands.com/digital_learning/marketing_comms/how_make_advertising_claims_consumers_will_trust_marketers_guide_ft


10/16 9

Creating a Sustainable Advantage through the Powerof Unpacking Consumer Motivations

Lee Ann discusses brand purpose through

the lens of Sheltons Eco Pulse segmentationsystem, considering the Actives segmentin particular.

With 48% of Americans currently claim-ing that corporate environmental reputa-tion impacts their purchase decision at theshelf, the upward trend of this fraction of thepopulation continues. Listen to Lee Annspresentation for a set of factors defining a

good environmental reputation in the eyes ofmainstream consumers.

Manufacturing in the USA is thenumber one answer to the questionWhat could you be doing to createa good environmental reputation?

LEE ANN HEAD, VP Research, Shelton Group (her part starts at 54 mins)

// RELATED CONTENT

Twitter:#ecopulse

More data: http://sheltoninsights.com/wp-content/uploads/2013/06/EcoPulse2013_page20.pdf

Case study: http://www.sustainablebrands.com/digital_learning/event-video/power-we-quick-case-study-brand-collaboration-and-call-more-it
https://twitter.com/search?q=%23ecopulse&src=typd&f=realtimehttp://sheltoninsights.com/wp-content/uploads/2013/06/EcoPulse2013_page20.pdfhttp://sheltoninsights.com/wp-content/uploads/2013/06/EcoPulse2013_page20.pdfhttp://sheltoninsights.com/wp-content/uploads/2013/06/EcoPulse2013_page20.pdfhttp://www.sustainablebrands.com/digital_learning/event-video/power-we-quick-case-study-brand-collaboration-and-call-more-ithttp://www.sustainablebrands.com/digital_learning/event-video/power-we-quick-case-study-brand-collaboration-and-call-more-ithttp://www.sustainablebrands.com/digital_learning/event-video/power-we-quick-case-study-brand-collaboration-and-call-more-ithttp://www.sustainablebrands.com/digital_learning/event-video/power-we-quick-case-study-brand-collaboration-and-call-more-ithttp://www.sustainablebrands.com/digital_learning/event-video/power-we-quick-case-study-brand-collaboration-and-call-more-ithttp://www.sustainablebrands.com/digital_learning/event-video/power-we-quick-case-study-brand-collaboration-and-call-more-ithttp://www.sustainablebrands.com/digital_learning/event-video/power-we-quick-case-study-brand-collaboration-and-call-more-ithttp://www.sustainablebrands.com/digital_learning/event-video/power-we-quick-case-study-brand-collaboration-and-call-more-ithttp://sheltoninsights.com/wp-content/uploads/2013/06/EcoPulse2013_page20.pdfhttp://sheltoninsights.com/wp-content/uploads/2013/06/EcoPulse2013_page20.pdfhttp://sheltoninsights.com/wp-content/uploads/2013/06/EcoPulse2013_page20.pdfhttps://twitter.com/search?q=%23ecopulse&src=typd&f=realtimehttp://www.sustainablebrands.com/digital_learning/event-video/research-roundtable-latest-consumer-insights-sbs-top-research-picks


11/1610

Unleashing the Personal Data Economy

JOHN HAVENS, Founder, The H(app)athon Project

John launched the H(app)athon Project to,in his own words, give Big Data a directionand help people leverage the mobile sensorsin their smartphones to identify what bringsthem meaning in their lives.

The end goal is to aggregate survey respons-es and personal data in order to identifyactivities and organizations that might helppeople optimize their personal wellbeing.

In the process, as a chief researcher and

author of Hacking Happiness: Why YourPersonal Data Counts and How Tracking itCan Change the World, John has built awealth of knowledge about digital identi-ties people leave behind while using theircomputers, smartphones and a variety ofnext-generation wearable technologies.

John goes over happiness Economics,andthen presents several big opportunities to

leverage the nascent personal data econo-my that is being in front of our eyes.

People will be their own data brokers.

// RELATED CONTENT

Twitter:#quantifiedself

The H(app)athon Project:

www.happathon.com

Book: Hacking Happiness: Why Your Per-sonal Data Counts and How Tracking it Can

Change the World
https://twitter.com/search?q=%23quantifiedself&src=typd&f=realtimehttp://www.happathon.com/http://www.amazon.com/Hacking-Happiness-Personal-Counts-Tracking/dp/0399165312/ref=sr_1_1http://www.amazon.com/Hacking-Happiness-Personal-Counts-Tracking/dp/0399165312/ref=sr_1_1http://www.amazon.com/Hacking-Happiness-Personal-Counts-Tracking/dp/0399165312/ref=sr_1_1http://www.amazon.com/Hacking-Happiness-Personal-Counts-Tracking/dp/0399165312/ref=sr_1_1http://www.amazon.com/Hacking-Happiness-Personal-Counts-Tracking/dp/0399165312/ref=sr_1_1http://www.amazon.com/Hacking-Happiness-Personal-Counts-Tracking/dp/0399165312/ref=sr_1_1http://www.happathon.com/https://twitter.com/search?q=%23quantifiedself&src=typd&f=realtimehttp://www.sustainablebrands.com/digital_learning/event-video/unleashing-personal-data-economy


12/1611

Meet the Aspirationals: Innovating forComplex Consumers

RAPHAEL BEMPORAD, Founding Partner & Chief Strategy Officer, BBMG

Since BBMG, GlobeScan and SustainAbility

launched their Regeneration Consumer Study,there has been a fascinating global conversa-tion about the Aspirationals, a new consumersegment that is in a powerful and potentiallygame-changing position with respect to thefuture of sustainable consumption.As the largest consumer segment globally particularly in Brazil, China, India, Germany,the United Kingdom and the United States these style and social status-seeking con-sumers love to shop, and also feel a senseof responsibility to make purchases that aregood both for the environment and for society.

Take a deep dive into this presentation tounderstand what beliefs and behaviors aredefining the Aspirationals, what barriers andlevers to sustainable purchasing they helpenable, and what opportunities that opens upfor brands big and small.

65% of Aspirationals care a lotabout style and the way they look.

// RELATED CONTENT

Twitter: #aspirationals

More data: http://www.sustainablebrands.com/digital_learning/slideshow/meet-aspi-rationals-consumers-and-future-sustain-

abilityUp-to-date analysis: http://www.sustainable-

brands.com/news_and_views/brand_inno-

vation/raphael_bemporad/alchemy_sustain-

ability_5_forces_will_drive_more_mea
https://twitter.com/search?q=%23aspirationals&src=typd&f=realtimehttp://www.sustainablebrands.com/digital_learning/slideshow/meet-aspirationals-consumers-and-future-sustainabilityhttp://www.sustainablebrands.com/digital_learning/slideshow/meet-aspirationals-consumers-and-future-sustainabilityhttp://www.sustainablebrands.com/digital_learning/slideshow/meet-aspirationals-consumers-and-future-sustainabilityhttp://www.sustainablebrands.com/digital_learning/slideshow/meet-aspirationals-consumers-and-future-sustainabilityhttp://www.sustainablebrands.com/news_and_views/brand_innovation/raphael_bemporad/alchemy_sustainability_5_forces_will_drive_more_meahttp://www.sustainablebrands.com/news_and_views/brand_innovation/raphael_bemporad/alchemy_sustainability_5_forces_will_drive_more_meahttp://www.sustainablebrands.com/news_and_views/brand_innovation/raphael_bemporad/alchemy_sustainability_5_forces_will_drive_more_meahttp://www.sustainablebrands.com/news_and_views/brand_innovation/raphael_bemporad/alchemy_sustainability_5_forces_will_drive_more_meahttp://www.sustainablebrands.com/news_and_views/brand_innovation/raphael_bemporad/alchemy_sustainability_5_forces_will_drive_more_meahttp://www.sustainablebrands.com/news_and_views/brand_innovation/raphael_bemporad/alchemy_sustainability_5_forces_will_drive_more_meahttp://www.sustainablebrands.com/news_and_views/brand_innovation/raphael_bemporad/alchemy_sustainability_5_forces_will_drive_more_meahttp://www.sustainablebrands.com/news_and_views/brand_innovation/raphael_bemporad/alchemy_sustainability_5_forces_will_drive_more_meahttp://www.sustainablebrands.com/digital_learning/slideshow/meet-aspirationals-consumers-and-future-sustainabilityhttp://www.sustainablebrands.com/digital_learning/slideshow/meet-aspirationals-consumers-and-future-sustainabilityhttp://www.sustainablebrands.com/digital_learning/slideshow/meet-aspirationals-consumers-and-future-sustainabilityhttp://www.sustainablebrands.com/digital_learning/slideshow/meet-aspirationals-consumers-and-future-sustainabilityhttp://%20http//www.sustainablebrands.com/digital_learning/slideshow/meet-aspirationals-consumers-and-future-sustainabilityhttps://twitter.com/search?q=%23aspirationals&src=typd&f=realtimehttps://twitter.com/search?q=%23aspirationals&src=typd&f=realtimehttp://www.sustainablebrands.com/digital_learning/event-video/meet-aspirationals-innovating-complex-consumers


13/1612

Finding the Common Thread in a ComplexConsumer Landscape

BRYAN WELCH ,Author, Beautiful and Abundant

This eclectic panel of journalists, an architect,

a cattle rancher and a stay-at-home momcaptivate the Sustainable Brands audiencewith a discussion on Finding the CommonThread in a Complex Consumer Landscape.

Bryan Welch, publisher of Mother EarthNews, Natural Home & Garden, Utne Read-er and other media brands, and author ofBeautiful and Abundant: Building the World WeWant, points out that while the news industry

has seen a marked decline in recent years,Mother Earth News has almost doubled itsnewsstand sales over the same period.

Fascinatingly, the publications readershipincludes both people identifying as very liber-al and others describing themselves as veryconservative. This discussion aims to unmaskwhat the two groups have in common when itcomes to sustainability and the environment.

If youre going to call me aconsumer, I am not going to dobusiness with you.

// RELATED CONTENT

Twitter: #motherearthnews

More from Bryan Welch: http://www.sustain-

ablebrands.com/digital_learning/event-vid-eo/vision-key-beautiful-future

Book: Beautiful and Abundant: Building the

World We Want
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Green and Brown: What Americas ChangingDemographics Mean for Brands of the Future

GRACIELA TISCAREO-SATO, Chief Creative Officer and Publisher, Gracefully Global Group, LLC

What evidence is there to suggest that Latinoconsumers can be a powerful force in driv-ing revenue for environmentally and sociallyresponsible products? What myths aboutLatinos have been serving as roadblocks totapping that consumer segment? What dobrand, marketing and communications ex-ecutives need to know to reach Latinos withnews of innovation for sustainability, and

respective sales?

Graciela Tiscareo-Sato, Author ofLatinnovating: Green American Jobs and theLatinos Creating Them, and Nayelli Gonzalez,former senior strategist at Saatchi & Saat-chi S, share the cream of extensive researchthey have both done in attempts to answerthese questions.

Latinos are driving demographicchange in the United States theyare expected to grow by 167% from2010 to 2050, from 15% to 30% ofthe US population.

NAYELLI GONZALEZ, Senior Strategist, Saatchi & Saatchi S

JASON RIVEIRO, Multicultural Marketing Manager, The Sherwin-Williams Co.

VERENA SISA, VP/Chief Strategy Officer, Conill Advertising

// RELATED CONTENT

Twitter: #latinnovating

Research report: http://www.saatchis.com/

wp-content/uploads/2012/05/Saatchi-S_Lati-

nos-and-Sustainability_2012.pdf

Book: Latinnovating: Green American Jobs

and the Latinos Creating Them
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About Sustainable Brands

Sustainable Brandsis the premier global community of brand innovators who areshaping the future of commerce worldwide. Since 2006, our mission has been to inspire,

engage and equip todays business and brand leaders to prosper for the near and longterm by leading the way to a better future. Digitally published news articles and issues-focused conversation topics, internationally known conferences and regional events, arobust e-learning library and peer-to-peer membership groups all facilitate communitylearning and engagement throughout the year. Sustainable Brands is produced bySustainable Life Mediaheadquartered in San Francisco, CA.

2014, Sustainable Brands produced by Sustainable Life Media.This work is protected under copyright law. It may not be reproduced or distributed forcommercial purposes without the expressed, written consent of Sustainable Brands.
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