Achieving competitive advantage thru sustainability
77
SUSTAINABILITY AS A COMPETITIVE DIFFERENTIATOR By Guy Bigwood MCI Group Sustainability Director
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What are the risks and opportunities created by global sustainability issues. How can you turn these into a strategic advantage for your organisation. Presentation for the meetings and events sector
Transcript of Achieving competitive advantage thru sustainability
SUSTAINABILITY AS A
COMPETITIVE DIFFERENTIATOR
By Guy Bigwood
MCI Group Sustainability Director
FOR LONG TERM SUCCESSSustainability is one of the defining issues
of our time
Agenda
Trusted Advisor to
UNITED NATIONS
GOVERNMENTS
ASSOCIATIONS
DESTINATIONS (CVBs)
CONVENTION CENTERS
CERTIFICATION
STANDARDS
Group DirectorSustainability
MCI GROUP
SUSTAINABILITY DIRECTOR
LessConversation
MoreAction.com
For slides and more information
twitter.com/guybigwood
#SI-MICE
What is Sustainability?
PEOPLE
PLANET
PROFIT
WHY
SHOULD WE
CAREABOUT SUSTAINABILITY
CALL TO ACTION
UNIQUIVAL PROOF OF CLIMATE CHANGE
“The atmosphere and ocean have warmed, the amounts of snow and ice have diminished, sea level has risen, and the concentrations of greenhouse gases have increased.”
1850 1900 1950 2000
CO2
HIGHEST LEVELS OF CO2
IN OUR HISTORY
2050
GLOBAL CHANGE
12
0.85º INCREASE SINCE 1880
BY 2100 INCREASE OF 0.3º TO 4.5º
57% of your glaciars
have disappeared in last
39 years
3% to 5% disappear each year
By 2100 SEA LEVEL WILL RISE BY
40 TO 82CM
It will be upto 2º warmer
3.5mm/year in Caribe
15
MORE FREAK WEATHER
2050100005 000 bef. JC10 000 bef. JC
5 million250 million in 1
1 billion in 1800
3 billion in 1960
5 billion in 1987
7 billion in 2011
2 billion in 1930
9 billion in 2050
The world
population
is increasing
EG. 1990 – What city is this?
2012 – Shanghai
A
Sustainable
Future
Current
Reality
Living beyond the limits of
earth´s system
Source:The Natural Step
Sustainable Supply
Sustainable Demand
Paradigm
SHIFTin how people select, buy and
organise meetings and events
Generation Y
81%
Employees want to
join a company that
makes a difference
Attracting New Staff
SUSTAINABILITY REVOLUTION
$5.7 TrillionLow carbon and environmental services
and products market in 2015 (18%
growth in 4 years)
NEW BUSINESS OPPORTUNITIES
INCREASED FOCUS FROM
CORPORATE PLANNERS
• Environmental policy
• Recycling program
• Reuse and donation
• Energy conservation efforts
• Water conservation efforts
• Sustainable procurement policy: cleaning products, paints and sealants, paper products, F&B etc.
• Event carbon footprint measurement and offset
• Community engagement activities (CSR projects)
50% of the 1,100
industry professionals
surveyed confirmed
that they give
precedence to green
suppliers - MPI
DO YOUR CLIENTS CARE?
Are sustainability credentials
important to your clients when they
are looking for new partner?
75% say its important or very importantSource: MCI Survey
Source: MPI Survey
80% SAY THAT SUSTAINABILITY WILL BECOME A
MORE SIGNIFICANT PURCHASING CRITERIA
HOW do you use
sustainability for
“competitive advantage”
COST
LEADERSHIPDIFFERENTIATION
COST FOCUSDIFFERENTIATION
FOCUS
APPLESAMSUNG
EventMobi
BROAD
TARGET
NARROW
TARGET
LOW COST
COMPETITIVE ADVANTAGE
COMPETITIVE
EDGE
PORTER’S COMPETITIVE STRATEGY
DIFFERENTIATION
SPOT-ME
TRAITS OF SUSTAINABILITY LEADERS
LEADERSHIP
ADVOCACY
INNOVATE &
INTEGRATE
UNDERSTAND
CONTEXT
CONNECT &
COLLABORATE
MEASURE
PERFORMANCE
& VALUE
WHAT ARE SOME EXAMPLES
OF
“competitive advantage”
2020 Goal: Gothenburg will be the world´s leading
sustainable city
SCANDINAVIA SUSTAINABLE MEETINGS REGION
COLLABORATION DRIVING
PERFORMANCE
Help clients be more
sustainable
LEADING SUSTAINABLE DESTINATIONS
Source: US GBC
LONDON 2012
OLYMPICS STADIUM
• Recycled steel used
for the roof, saving
over $700.000
• 60% less water
• All timber from
sustainable forests
• 50% less carbon
footprint
MEASUREMENT DRIVING INNOVATION
Marina Bay Sands
EVENTS AND HOSPITALITY INDUSTRY IS
FOURTH LARGEST CREATOR OF WASTE
PARTNER TO IMPROVE EVENT RECYCLING
46
TREAT WASTE AS A VALUABLE RESOURCE
47
C
FOOD and BEVERAGE
50% food is wasted between
farm and fork
MANAGE YOUR WASTE
Food wasted in the US would
feed the 1 Billion hungry
50
Compost food waste
51Recycle cooking oils
DONATE UNWANTED FOOD
UPGRADE YOUR WATER PRODUCT
USE SUSTAINABILITY TO IMPROVE THE DINNING EXPERIENCE
54
FLOSSFresh
Local
Organic
Seasonal
Sustainable
55
FROM FARM TO TABLE
BOOST MEETING
PERFORMANCE WITH BRAIN FOOD
57
PROMOTE EXCITING
VEGETARIAN FOOD
MANAGE
SUPPLY
CHAIN
SUSTAINABLE SOURCING
– Do you need it?
– Where does it come from?
– Who made it?
– What is it made of?
– What is it wrapped in?
– What will happen to it
afterwards?
PROCUREMENT AT MCI
All events are assessed
for sustainability and
safety risks.
All key suppliers must
sign a code of conduct
DON’T REINVENT
THE WHEEL!
63
LEASERS USE INDUSTRY STANDARDS
APEX-ASTM
STANDARD FOR
SUSTAINABLE
MEETINGS
Energy
Waste
Water
Air Quality
Staff Management
Communications
Procurement (supply chain)
Community
APEX/ASTM CATEGORIES
ICCA Scandinavian Chapter: Twitter: #ICCASCAN
WHEN
PEOPLE MEET
MAGIC
HAPPENS
ADVOCATE & LEAD THE CHANGE
6
6Claudia
van‘t
6
7
Opportunities: Community Action
6
8
Opportunities: Community Action
CONNECTION
SERVICE
KINSHIP
CULTURE
SUSTAINABILITY AS A COMPETITIVE
DIFFERENTIATOR
4-oct.-13 70
INNOVATION!
RISKS!
OPPORTUNITY
ENHANCE
REPUTATIONOPTIMIZE
COSTS
IMPROVE
PARTICIPANT
EXPERIENCE
ACCELERATE
INNOVATION
CREATE
SHARED
VALUE
BUSINESS CASE - SUSTAINABILITY
COLLABORATION DRIVES
INNOVATION & PERFORMANCE
SUSTAINABILITY IS CRITICAL
FOR LONG TERM SUCCESS
THE END
almost
“The question of reaching sustainability
is not about if we will have enough
energy, enough food, or other
tangible resources …
The question is:
will there be enough leaders
in time?” Dr. Karl Henrik Robèrt, Founder The Natural Step
LessConversation
MoreAction.com
For slides and more information
twitter.com/guybigwood
#SI-MICE
