ROLE OF SUSTAINABILITY IN INNOVATIVE BRANDING

-Naila Kazi and Jay Chheda

(SIMSREE)

INDEX

Importance of sustainability Creating Shared ValueThe role of sustainability in

brandingThe 8 C’s of sustainability in

brandingReferences

Branding Sustainably – A Look At The Statictics

Consumers (55% of 30,000 online respondents globally) are ready to pay more for social responsibility

An almost double increase in sales for brands practicing sustainability in their products and packaging*

In India, 82% of people agree that large companies should be actively involved in solving social/environmental problems

79% think that companies & brands should play a role in improving our quality of life and well-being**

75% of Indian CEOs vouch that adoption of sustainability helps improve brand name and recognition***

BRANDING = BENEFITS

SUSTAINABILITY + BRANDING =

VALUE

Reconceiving product and markets

Enabling cluster development

Defining sustainability in the value chain

Positive role of sustainability in branding

• LifebuoyBrand

• To reduce respiratory infections and diarrhoeal diseases

Social Mission

• Lifebuoy aims to make a difference by creating accessible hygiene products (soap) and promoting healthy hygiene habits

Brand proposition

• Lifebuoy Handwashing Behaviour Change Programme launched in 2010.

• Help a child reach 5 campaign, Roti Reminder campaignBrand Action

IMPACT

Negative effect of sustainability in branding- Greenwashing

Effect • Stock prices doubled• Brand Image improved

significantly

Actual Practices

• A number of incidents of oil spills, negligible investment in renewable energies, violation of safety norms

Effect

• Stock prices doubled• Brand Image improved

significantly

Actual Practices

• A number of incidents of oil spills, negligible investment in renewable energies, violation of safety norms

British Petroleum Beyond Petroluem

Environment and society

Deep water Horizon Oil Spill

Can BP again use its Greenwashing strategy to regain its rank and stakeholder trust in the increasingly sustainability focused business

environment?

8 Cs of Sustainability in

Branding

REFERENCES http://www.sustainablebrands.com/news_and_vie

ws/articles/study-finds-increased-profits-companies-embracing-sustainability

http://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/aarthi_rayapura/new_nielsen_study_says_consumers_are_read

http://awards.kyoorius.com/2014/advertising/2014-nominees/lifebuoy-roti-reminder-2/

http://www.slideshare.net/jbigdaddy/bean-justin-bp-case-studysus6060

http://www.corebrand.com/brandpower/tracked-companies

http://www.sustainability-marketing.com/2010/08/eight-cs-of-sustainability-branding.html