Adam Werbach - What is a sustainable brand? Presentation from the National Green Brands Forum,...
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Strategy for Sustainability
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Adam Werbach is the author of Strategy for Sustainability and Global CEO of Saatchi & Saatchi S. He is widely known as one of the foremost experts in sustainability and was the opening keynote speaker at the National Green Brands Forum 2010, held in Melbourne on June 17th.
Transcript of Adam Werbach - What is a sustainable brand? Presentation from the National Green Brands Forum,...
Strategy for Sustainability
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• Transparency
• Engagement
• Networks
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ProductType
Mat
eria
ls
Pack
agin
g
Tran
spor
t Ex
tern
al
Dispo
sal D
iaper
Feminine Pad
Bathroom Tissue
Paper Towel
Laundry
Liquid Dishwash
Liquid Fabric Softener
Shampoo
0.0E+00
5.0E+07
1.0E+08
1.5E+08
2.0E+08
2.5E+08
3.0E+08
3.5E+08
Energy (GJ)
Life CyclePhase Use
in the
Hom
e
P&G M
anuf
actu
re
Tran
spor
t In
tern
al
Diaper Bathroom Tissue Laundry Liquid Fabric SoftenerFeminine Pad Paper Towel Liquid Dishwash Shampoo
LIFE CYCLE THINKING
P&G PRODUCT ENERGY USAGE FROM LIFE CYCLE PERSPECTIVE
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A Polarizing Campaign: BP Beyond Petroleum
PersonalCommunity
Planet
Eat food, not too much, mostly plants
Don’t eat anything with a health claim.
Don’t eat anything your grandmother wouldn’t recognize.
Eat all the junk food you want as long as you cook it yourself.
If it came from a plant, eat it. If it was made in a plant, don’t.
Adapted from Dunphy, Griffiths & Benn, Organizational Change for Corporate Sustainability, Routledge 2003
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Company OrganizedEmployee Mandatory
Low EmployeeEngagement
High Employee Engagement Company Enabled
Employee Led
Examples: PSP, Green Teams,walking club, Employee Storm IdeaGathering
Company Organized
Employee Invited
Examples: New employee orientation, diversitytraining, regulatory compliance and safety trainings
Examples: Exercise classes, Earth Day events,company volunteer days, flexible work schedules
Jan Bennett
ToyotaToyota: Build cars that never crash and clear : Build cars that never crash and clear the air as they drivethe air as they driveDong EnergyDong Energy: Change energy mix in one : Change energy mix in one generation from 80% fossil to 80% renewable. generation from 80% fossil to 80% renewable. P&GP&G: Sell $50 Billion worth of sustainable : Sell $50 Billion worth of sustainable innovation products by 2012innovation products by 2012
awerbach @saatchis.com Twitter: @adamwerbachOr Facebook
