marca verde: how to develop sustainable brands with purpose and profit
TRANSCRIPT
Marca Verde
Unlocking the economic value of sustainability
Responsible and profitable
Strategic and operational
Value drivers and Value impact
PeopleDrivers
BusinessActions
PlanetDrivers
ProfitDrivers
PeopleImpact
PlanetImpact
EconomicValue
ProfitImpact
Marca Verde ... What to do, doing it, done it
ProfitDrivers
Value drivers and Value impact
ProfitDrivers
Marca Verde ... Did you do the right thing?
>>> Unilever’s Imprints
>>> Coke’s Live Positively
>>> Mars’ Sustainability
Value drivers and Value impactMarca Verde ... What are your priorities?
What are all of the most relevant “sustainability” issues for your
business - from climate to biodiversity, carbon and water, health
and community?
How do you prioritise which ones matter most to your business?
Where are your biggest risks? Where could you make the most
positive impact?
How does this relate to business value creation? How do you
ensure that "the right thing" engages consumers, delivers
differentiation, and profitable growth?
Value drivers and Value impactMarca Verde ... The simple 10 step process
Defining thebusiness
ecosystem
Mappingthe impacts
Defining thevalue
“baseline”
Benchmark tobest practices
Developingscenarios
Evaluating thedifferences
Defining thevalue
“potential”
Evaluating thevalue drivers
Evaluatingpossibleactions
Developingvalue-based
strategy
1
2 3 4 5
96 7 8
10
Value drivers and Value impactMarca Verde ... With 3 collaborative workshops
Defining thebusiness
ecosystem
Mappingthe impacts
Defining thevalue
“baseline”
Benchmark tobest practices
Developingscenarios
Evaluating thedifferences
Defining thevalue
“potential”
Evaluating thevalue drivers
Evaluatingpossibleactions
Developingvalue-based
strategy
1
2 3 4 5
96 7 8
10
The Insights
Lab
EngagementMappingAnalysisEvaluation
The Design
Studio
CollaborationPossibilitiesScenariosEvaluation
The Impact
Zone
CommitmentBlueprintScorecardPriorities
Value drivers and Value impactMarca Verde ... Get started with the diagnostic
Unsustainable business Sustainable businessEconomic audit
Growth has stagnated and
profitability is limited
... and driven by fast-growing,
sustainable markets
Growth is profitable and
delivered year on year
Little competitive differentiation,
Mainly compete on price
... particularly based on social
or environmental factors
Strongly differentiated brands,
products and services
Processes are standardised
and increasingly complex
... with low social and
environmental impacts
Processes are fast, efficient
and streamlined
Business model is conventional
and unchanged over time
... positively embracing social and
environmental stakeholders
Business model is innovative
and market-shaping
Innovation is incremental and
mainly on product features
... particularly driven by social and
environmental agendas
Innovating every part of business,
disruptive and radical
Employees are not engaged
and managed hierarchically
... inspired by a higher purpose,
empowered, wanting to do more
Employees have a passion,
loyalty, and share in success
Suppliers and distributors are
kept at a distance
... working together to make a
positive wider impact on the world
Partners in an extended enterprise
designed for mutual success
Market value is mediocre, with
average shareholder returns
... where vision and values together
ensure sustainable future profits
Outperforms the market in terms
of profitability and economic value
Unsustainable business Sustainable businessSocial audit
Negative impact of business
on local communities
Creates a more positive locality,
socially and environmentally
Supports local communities e.g.
suppliers, employees
Sell products with little interest
in how people use them
Provides education and support
in achieving broader goals
Supports consumers in the use of
products and services
Sells products to people who can
afford them, and not others
Seeks to relieve poverty in new
and constructive ways
Considers new products for
less affluent audiences
Complies with the principles
and laws of human rights
Positively supports disadvantaged
people, eg through fair trade
Manages and treats people with
fairness, respect and integrity
Complies with the requirements
for safety and security
Reviews and redefines safety and
security standards in all areas
Goes beyond the basics in creating
a safer, more secure business
Complies with the requirements
of corporate governance
Becomes a genuinely open and
trusted business
Encourages a more responsible
approach to every part of business
Complies with the requirements of
privacy and equality
Cares and does more for each
person, to achieve their goals
Treats every person, employee and
consumer as a worthy individual
Complies with the requirements for
health and wellbeing
This is the happiest, healthiest and
most enjoyable place to work
Cares about people, creating a
positive working environment
Unsustainable business Sustainable businessEnvironmental audit
Business is largely dependent on
carbon-based energy sources
Pioneering ways to reduce energy
and develop renewables
Increasingly using renewable
sources of energy
Large transportation network for
supply and distribution
Rethinking logistics and creating
more sustainable supply chains
Reducing the energy and emissions
of transport, eg using local suppliers
Disposal of products and packaging
is in the hands of customers
Innovates products and packaging
to reuse or minimise waste
Supports consumers in better
ways to dispose of waste
Waste is an inevitable part of
business, to be managed
Seeking to create “closed loop”
systems to minimise waste
Reducing, reusing and recycling
all types of waste
Emissions and other pollution is an
inevitable part of business
Becoming carbon zero business, and
similarly eliminating other pollutants
Becoming a carbon neutral business,
balancing outputs and inputs
Not aware or concerned about the
impact on wildlife
Making a positive contribution to
encouraging biodiversity
Reducing the impact on wildlife and
threat to species
Buildings are not seen as an
environmental issue
Buildings are purpose built to highest
environmental standards
Buildings are adapted to conserve
energy and eco impacts
Business uses significant amounts
of natural raw materials
Positively seeks to find alternative
types of material to use
Seeks to reduce and replenish
natural resources consumed
