Sustainable Brands 2009 Conference

sustainable brands conference

may 31st through june 4th, 2009 at the monterey conference center

Platinum sPonsors

TM

Welcome to sustainable brands ‘09!

thank you for making the decision to join us this week. When times are tough, it can be hard to take time out to think strategically about how the obstacles of the moment can be turned on their head into new opportunity for your business. the fact that you are here suggests that you and those around understand the value of innovation. and this shared understanding itself is bound to lead to the kind of dynamic conversation we have come to expect at sustainable brands events.

We are at a key moment in history, with severe challenges to our economic, environmental and social infrastructures threatening to disrupt the potential for continued improvement in global human welfare. but the good news is, we are uniquely equipped to respond. and for those with ingenuity and an under-standing of the many ways the world is changing around us, this is also a time of enormous opportunity to create new business value by better balancing the needs of a stressed planet with the desires of an expanding population set on ‘improving’ their standard of living.

our goal this week is simple. first, we hope to give you new perspective on the many factors driving opportunity for those building more sustainable brands. second, we want to inspire you by sharing just some of the ongoing innovation for sustainability that is happening all around us. and finally, we want to help you more successfully collaborate, and more effectively communicate your sustainable value to your stakeholders, so that in the end you will deepen customer and employee loyalty, drive revenue, and increase the value of your brand.

beyond that, we hope to spark a lively conversation about how the definition of ‘a better life’ is chang-ing, and how we and the brands we build can, and must play a role in helping evolve what it is we aspire to as humans.

for those looking for new ideas and tools to help grow your business, we’re sure you’ll find several this week. for those also wanting to engage in conversation about how we might apply our collective re-sources and talents to creating a more sustainable future for all, we’re sure you’ll find that as well. We take pride in the first, but it’s the possibility of what we might do when we pool our shared individual, brand and community efforts that truly excites us.

With best regards in our shared pursuit, and anticipation of the conversations about to get started. We look forward to participating in what is about to unfold.

Koann Vikoren skryniarzfounder/Presidentsustainable life media

Premium sPonsors

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sunday, may 31st, oPening day

conference schedule

OPENING NIGHT: Brands and The Future - Opening remarks from Sustainable Life Media CEO, KoAnn Vikoren Skrzyniarz, Presenta-tions by Jez Frampton, Group CEO, Interbrand, Owen Rogers, Partner and Consumer Experience Design Lead, IDEO and Duke Stump, Chief Architect, North Star Manifesto, Lauralee Alben, Founder, Alben Design, LLC

Welcome Reception - Meet and mingle with a world class gathering of sustainable brand innovators from across the US and beyond as you extend your partner and peer network in new, directions. Sample fine wines from four of California’s leading sustainable wine regions: Livermore Valley, Mendocino County, Monterey County, and Sonoma Valley - the perfect setting to extend your partner and peer network in new directions. Beer sponosred by New Belgium Brewery. Eco-friendly cocktails sponsored by VeeV.

At 8:00 pm, join four leaders in sustainable wine growing for a casual fireside breakout discussion about their practices and vision for the future over a glass of wine.

5:30 - 7:00 pmSTEINBECK Forum

7:00 - 9:00 pmPortola Atrium

9:30 pm Sustainable Brands Alumni Party - Have you attended a Sustainable Brands Event before? Come mix and mingle with your fellow alumni! Reconnect with friends from previous years, and meet new folks with a shared history.

OPENING NIGHT SPONSORED BY: EarthEraTM

monday, june 1st, conference day 1

8:30 - 9:00 COFFEE AND TEA AVAILABLE

10:35 - 11:05 NETWORKING BREAK / STEINBECK LOBBY - SPONSORED BY:

12:30 - 2:00 LUNCH / SERRA BALLROOM

3:30 - 4:00 NETWORKING BREAK / SERRA BALLROOM - SPONSORED BY:

Welcome and Intro - Mark Lee, CEO, Sustainability

Sustaining a Business in Turbulent Times: Cooking for Sustainability - Adam Werbach, Global CEO, Saatchi and Saatchi S

The Evolutionary Benefits of Altruism - Dacher Keltner, PhD, Executive Director, UC Berkeley Greater Good Science Center

Marks and Spencer’s Consumer Education & Empowerment Strategy - Mike Barry, Head of Sustainable Business, Marks and Spencer

Building the Business case for Empathy - Dev Patnaik, Author, Wired to Care

The Economy at a Crossroads: Navigating to Success in an Uncertain Environment, A Conversation - with Hazel Henderson, Author, Ethical Markets: Growing the Green Economy; and Woody Tasch, Author, Slow Money, moderated by Mark Lee

A Brief History & Some Quick Takes on the Future of the American Corporation - Jeff Mendelsohn, New Leaf Paper; Susan Mac Cormac, Morrison Foerster; Jay Coen Gilbert, B Corp

Unchaining Value: Growth in Fairtrade and the Corresponding Opportunity for Business & Society - Mark Lee, SustainAbility, Rob Cameron, Fair Trade International, Ben Packard, Starbucks and Rob Michalak, Ben & Jerry’s

Defining Carbon Leadership - Tim Mohin , EORM in conversation with Tod Arbogast, Dell

Thinking Beyond Carbon; Understanding Carrying Capacity and the Full Ecological Footprint of Business - Mathis Wackernagel, 2007 Skoll Award Winner, Founder, Global Footprint Network

SustainableBusiness Drivers &Winning InnovationStrategies

Sustainable Design& Packaging

Brand Communica-tions, PR & Market-ing Best Practices

Supply Chain,Sourcing & StrategicCollaborations

Leading Personal,Organizational andCultural BehaviorChange

Sustainable Solu-tions Series

SPONSORED SESSIONS

9:00 - 9:10

11:05 - 11:20

Breakoutcontent tracks

9:40 - 9:55

11:25 - 11:45

10:00 - 10:15

11:50 - 12:05

1:45 - 2:30 pm

4:00 - 4:40

10:20 - 10:35

12:10 - 12:30

2:40 - 3:25 pm

4:45 - 5:30STEINBECKFORUM

5:30 - 7:00SERRA BALLROOM

7:30 - 9:00LOCALRESTAURANTS

9:15 - 9:35

Sustainable Futures 09 - Understanding the Opportuni-ties to Build Durable Brand Value from Sustainability - Guy Champniss, Havas Media and Chris Coulter, Globescan (De Anza III)

Leveraging Sustainable Packaging In a Growing Recession - Erin Malec, Sustainable Packaging Coalition, with Laurens van de Vijver, Tetra Pak, Brad Rodgers, Frito Lay and Tony Kingsbury, Haas Center for Responsible Business (De Anza II)

Dialogue Session: Channeling Optimism to Business Benefit - Jurriaan Kamp, EIC, ODE, with John Marshall Roberts, Dacher Keltner, and Dev Patnaik (Steinbeck Forum)

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Dialogue Session: Product and Supply Chain Footprinting: Inevitable Evolution or Resource Distraction? - Jim Sullivan, Clear Standards with Kevin Hagen, REI, Tod Arbogast, Dell, and Meredith Grant, Neenah Paper (De Anza I) Your Culture as Brand: A Story Of Grass Roots Cause Marketing - Leilani Latimer, Director of Sustainability at Travelocity, Sabre Holdings (Ferrantes)

Growing “Greener” Products: Leading with Raw Material Selection & Transparency - Dan Lawson,Sustainable Innovation Manager, SC Johnson and Son, Inc. (Serra Ballroom)

Uncovering New Business Opportunities by Meeting People Where They Are - Jon Prange, Venture Business Manager, San Diego Zoo and Lara Lee, Principal, Jump Associates (De Anza III)

LCA on a Budget - Jeremy Faludi, Professor, Stanford Design School (De Anza II)

Getting the Mix Right: Balancing Green Messaging with Traditional Value Propositions - William Brent, Head of Cleantech Practice, Weber Shandwick (Steinbeck Forum)

De Anza III De Anza II Steinbeck Forum De Anza I Ferrantes Serra Ballroom

Dialogue Session: To B or Not to B – The How’s and Whys of Formalizing Your Sustainable Business Values - Mike Hannigan, President, Give Something Back and a panel of companies (De Anza III)

Strategy by Design: Incorporating Design Thinking into Your Business - John Edson, CEO, Lunar Design (De Anza II) Speaking The Right Language - Erin Carlson, Director, Yahoo! for Good, Yahoo! Inc. (Steinbeck Forum)

Building a Sustainable Supply Chain at Kaiser Permanente - Robert Gotto, Senior Sourcing Director, Medical Sourcing, Procurement & Supply, Kaiser Permanente (De Anza I) Appreciative Inquiry: Getting Back to our Best Selves - Jim Hartz-feld, InterfaceRAISE and Mona Amodeo, idgroup, inc. (Ferrantes)

Ecos, Coca-Cola & Burgerville: A Case Study in Collaboration - David Weigel, VP of Marketing & Neil Sainsbury-Carter, Business Development Director, Ecos Consulting (Serra Ballroom)

Sustainable Solutions Booth Crawl & Happy Hour! Taste fine wines, organic liquor and beer, and meet winemakers from Mendocino County: America’s Greenest Wine Region. Exciting raffle prizes will be given away! Sponsored by Mendocino Winegrape & Wine Com-mission, VeeV and MateVeza.

Join your peers for a celebrated Sustainable Brands tradition, the Birds of a Feather dinners. Use this opportunity to get to know other attendees and participants We have made reservations at ten area restaurants, for groups of you and your peers to have dinner (and a general good time), while discussing the topic of your choice.


Sustainable Brands New Venture Exchange - Nine preliminary award winners shoot it out to win a Wednesday morning plenary spot. Join our panel of judges and be part of the decision!

ROOM

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Dialogue Session: The Future of Ethical Sourcing - Mark Lee Sus-tainAbility, Rob Cameron, Fairtrade Labelling Organizations, Ben Packard, Starbucks and Rob Michalak, Ben & Jerry’s (De Anza I)

Winning Partnerships Between Big Brands and NGOs: Generating Business Benefits by Going Green - Elizabeth Sturcken, Managing Director, Environmental Defense Fund (Ferrantes)

Navigating The Greenwashing Minefield: A Legal Perspective - Brooks Beard, Partner and Rebekah Kaufman, Partner, Morrison Foerster (Serra Ballroom)

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tuesday, june 2nd, conference day 2


10:40 - 11:10 NETWORKING BREAK / STEINBECK LOBBY - SPONSORED BY:


12:30 - 2:00 Research Brown Bag Lunch

3:30 - 4:00 NETWORKING BREAK / SERRA BALLROOM - SPONSORED BY:

Sustainable Brands Through the Year - Jacquelyn Ottman, Founder, J. Ottman Consulting

Clorox: Learning From the Field Since SB’08 - Mike Kraft, Senior Manager, Environmental Sustainability, Clorox

2009’s Greenest Brands - Annie Longsworth, Managing Director, Cohn & Wolfe, with Russ Meyer, Chief Strategy Officer, Landor

Sunchip’s Sustainable Brand Journey: Thinking Outside (And About) the Bag! - Thomas Oh, Director of Marketing, Frito Lay

The 4th R: Reinvention and Your Sustainable Brand - Blair Shane, Chief Marketing Officer, California Academy of Sciences

Rethinking the Consumption Compulsion - Nathan Shedroff, Author, “Making Meaning”, Teaque Lenahan, Associate Partner, gravity-tank, Alan Marks, SVP, Corporate Communication, eBay

By the time the end of day two comes to a close, any Sustainable Brands alum will tell you, you’ll have lots to talk about with peers. Get in to conversation with the entire Sustainable Brands Community during the Central Coast Wine Tasting Reception and sample the region’s sustainable varietals.

Building High Impact Brands in a Digital Age - Steve Newcomb, CEO, Virgance/1 Block Off the Grid

Insights in to New Consumer Segments: Mom’s, Millenials & Communities of Faith - Mark Dixon, Yert.com, Diane MacEachern, Big Green Purse

Changing Reality Through Constructive Conversation - John Marshall Roberts, author, Igniting Inspiration: A Persuasion Manual for Visionaries

Behind the Scenes of Kaiser’s Thrive Campaign - Lisa Ryan, National Advertising Director and Susannah Patton, National Public Relations and Media Manager, Kaiser Permanente







SPONSOREDSESSIONS

9:00 - 9:10

11:10 - 11:25


9:35 - 9:50

11:30 - 11:50

9:55 - 10:15

11:55 - 12:10

2:00 - 2:40

4:00 - 4:45

10:20 - 10:40

12:15 - 12:30

2:50 - 3:30


5:45 - 7:00JEFFERS PLAZA

9:15 - 9:30

The Market Value of Sustainability - For Brands, Consumers, and Investors - Paul Herman, HIP Investor, Carol Holding, Holding Associates, Cynthia Figge, EKOS Consulting, Joshua Levine, UBS (De Anza III)

Persuasive Design: A Case Study and Dialogue on Issues & Opportunities - Robert Fabricant, Vice President of Creative, frog design (De Anza II)

The Promises and Perils of Behavioral Targeting Online - David Phillips, CEO - With panelists: Mike John-Baptiste, Peerset; Todd Parsons, BuzzLogic; Betsy Sperry, Stanford; Nick Aster, Triple Pundit (Steinbeck Forum)

Women and Green: Who They Are, What They Want, and Why They Matter - Diane MacEachern, Founder & CEO, Big Green Purse (De Anza III)

Form, Function and Footprint: Strategies for Designing a More Sustainable Business - Mark Dwight, Rickshaw Bags (De Anza II)

Effective PR In The Age of Transparency - Annie Longsworth, Managing Director, Cohn & Wolfe, and Sandy Skees, Founder,Communications4Good (Steinbeck Forum)

Eco-Labeling - Who Do You Trust? - Jacquie Ottman, Chris Nelson, Underwriters Laboratory, Jill Vohr, US EPA, Marilyn Black, Air Quality Systems, and Anna Siefken of ICF International (De Anza I) Sustaining Sustainability: Creating Brands That Build Community And Shift Behavior - Robin Raj, CEO, Citizen Group (Ferrantes)

Blue Collar to Green Collar: Evolving a Traditional Industry - Da-vid Quigg, Director of Marketing & Co-Owner, Grays Harbor Paper

Dialogue Session: Opportunities and Conditions For Multi-Stak-holder Collaboration - Christina Nicholson, Director of Sustain-ability, Williams-Sonoma and Seetha Coleman-Kamula,Simply Sustain (De Anza I)

Leader as Social Architect - Pam Wilhelms, WCG (Ferrantes)

Face-to-Face Marketing & the Practical Green Event - Gary Survis, CEO, Go Green Displays (Serra Ballroom)

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De Anza III De Anza II Steinbeck Forum De Anza I Ferrantes Serra BallroomROOM

Innovation and Creative Destruction - Will Sarni in discus-sion with Keith Gillard, BASF Venture Capital America and Kevin Surace, Serious Materials (De Anza III)

Low-Impact Packaging and Design - Reem Rahim, CMO and Co-Founder, Numi Organic Tea, Joshua Onysko, CEO, Pangea, and others (De Anza II)

Dialogue Session: Redefining the American Dream - Eric Park, Ziba Design, and John Creson, Addis Creson

Maximizing Profits by Imaginative Use of Materials - Jeff and Wendy Clapp, Co-Founders, Bells From Everest (De Anza I)

Bringing Sustainability Home: Integrating Fresh, Locally Grown Food to the Health Care System - Preston Maring, MD, OB/GYN, and founder of Kaiser Permanente Farmers’ Markets, Kaiser Permanente (Ferrantes)

The EarthEraTM Renewable Energy Trust - Accelerating America’s Move to a Clean Energy Future - Nate Hanson, Vice President, NextEraTM (Serra Ballroom)

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Wednesday, june 3rd, conference day 3


10:30 - 11:00 NETWORKING BREAK / STEINBECK LOBBY


3:30 - 4:00 NETWORKING BREAK / SERRA BALLROOM

Recovering Green: Sustainable Innovations That Will Lead us Forward - Andrew Winston, Author, Green Recovery

Transparency & Green Materials: Key Building Blocks for Tomorrow’s Brand Leaders - Leonard Robinson, California Department of Toxic Substances; Andrew Dent, Material Connexion; Dan Lawson, SC Johnson

Market Sector Innovation Snapshot: The Built Environment - Steve Glenn, CEO, Living Homes, Steve Zornetzer, Associate Center Director, NASA

Fresh off the Drawing Board - Top Innovators from SB’s New Venture Exchange - Finalists from Monday Evening’s Competition

Water: The Next Eco Innovation Opportunity - Moderated by Will Sarni, CEO, Domani Sustainability Consulting with Tim Carey, Director of Sustainability, PepsiCo Americas Beverages, and Peter Cleary, Life Straw

Inspired by Trash - Ron Gonen, CEO, Recycle Bank; Paul Ligon, Director, Upstream Waste Management

HP’s Next Generation: Re-defining the Opportunity for Impact - Bonnie Nixon, Director of Environmental Stewardship, Hewlett Packard







SPONSOREDSESSIONS

9:00 - 9:15

11:00 - 11:15


10:00 - 10:30

11:20 - 11:40

11:45 - 12:10

1:45 - 2:30

12:15 - 12:30

2:50 - 3:30

9:20 - 9:55

Next Plays: Building a Balanced Sustainability Strategy - Peter Salmon, Moxie Design (De Anza III)

Eco-Fabulous! - Zem Joaquin, Founder and Editor-in-Chief, ecofabulous.com, Scott MacKinlay Hahn, Loomstate for Tar-get, and Linda Loudermilk, Linda Loudermilk (De Anza II)

Best Practices in Driving Brand Value Through CSR - Kellie McElhaney Exec. Director, Center for Responsible Business, UC Berkeley (Steinbeck Forum)

Dialogue Session: Creating Conditions for Successfuil Supply Chain Collaboration - Seetha Coleman-Kammula, Simply Sustain and Joe Laur, Greenopolis, Waste Management (De Anza I)

What Gets Measured, Get’s Done: Driving Sustainability Home - Gil Friend, Natural Logic, Paul Lilienthal, Pictura Graphics, Frank Sicilia, Young & Rubicam (Ferrantes)

Social Media Marketing for “Do Good” Brands - Steve Croth, Partner & Founder, Better the World (Serra Ballroom)

Strengthening Your Brand with Context Based Sustainability - Jed Davis, Dir of Sustainability, Cabot Creamery, and Mark McElroy, Center for Sustainable Innovation (De Anza III)

Breakthrough Design Ideas Borrowed From Solutions for the Developing World - Shawn Frayne, Humdinger Wind (De Anza II)

Top 10 Online Sustainable Brands Stories and the Tools That Got Them There - Janet Eden Harris, JD Power and Associates, & Ryan Mickle, Co-Founder, Triple Pundit (Steinbeck Forum)

NASA Sustainability Base: A Case Study in Collaboration & Story-telling - Pam Van Orden, Enlightened Brand (De Anza I)

Sea Change Moments: In Your Life, Your Brand, the World - Lau-ralee Alben, Alben Design (Ferrantes)

Sustainable Sourcing - Paul Lilienthal, CEO, Pictura Graphics (Serra Ballroom)

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The Power in Sustainable Brand Partnership - Lewis Perkins, Mohawk Industries, Didiyar Snyder, Extreme Home Makeover, and Martin Melaver, CEO, Melaver Industries, and author, “Living Above the Store,” PLUS A Look at Your Sea Change Moments, LauraLee Alben, Alben Design

Join your peers to explore historic Monterey! Take the Monterey’s Path of History walking tour from the conference center, ending at Cannery Row and the spectacular Monterey Bay Aquarium. But be sure to stay for the Post-Conference Workshops - by far our best line up yet!

5:30 - 7:00


thursday, june 4th, Post - conference WorKshoPs

8:30 - 9:00 BREAKFAST

10:30 - 11:00 am NETWORKING BREAK / SAN CARLOS LOBBY

3:30 - 4:00 pm NETWORKING BREAK / SAN CARLOS LOBBY

12:30 - 1:30 pm LUNCH / WITH YOUR PEERS AT LOCAL AREA RESTAURANTS

1:30 - 5:30 pm

8:30 - 12:30

Brand New World: Using your Brand to Create Your Future - Cheryl Heller, CEO, Heller Communication Design (San Carlos III)

Measuring Your Social Footprint - Mark McElroy, Executive Director, Chief Sustainability Officer, The Center for Sustain-able Innovation (San Carlos II)

New Media for Sustainability - Mike Hollywood, Director of New Media, and Jonathan Yohannan, Senior Vice President, Cone Inc. (San Carlos IV)

Inspiring Sustainability in Skeptical Audiences - John Marshall Roberts, Communications Specialist, Evenson Design Group; Author, Igniting Inspiration: A Communications Guidebook for Visionaries (San Carlos III)

Futureproof your Business: Understanding Business Strategy in the Face of Ecological Limits - Susan Burns, Managing Director, Global Footprint Network (San Carlos IV)

Preserving Brand Equity when Acquiring a Sustainable Busi-ness - Jay Coen Gilbert, Founder, B Corp (San Carlos I)

Detangling Environmental Attributes, Specifications and Certi-fications for Green Product Design and Branding - Yalmaz Sid-diqui, Dir. of Environmental Strategy, Office Depot (Ferrantes)

The NextPlays Lab: Designing Your Sustainable Business Strat-egy for the Short and Long Term - Peter Salmon, Founder and Managing Director, Moxie Design Group Limited, New Zealand (Colton)

Best Leadership Practices in Cross-sector Partnering - Alain Gauthier, Director, Core Leadership Development (San Carlos I)

Design Green: Greener Products, Innovative Marketing, Better Business - Jacquelyn Ottman, Principle, J. Ottman Consulting(Ferrantes)

The frog design Approach to Sustainable Design - Adam Rich-ardson, Director of Product Strategy, frog design, inc. and Sara Todd, Senior Design Analyst, frog design, inc. (Colton)

Envisioning a Future for Sustainable Brands: A Scenario Work-shop - Olaf Groth, Senior Practitioner, Global Business Network (San Carlos II)

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sPecial netWorKing eVent highlights!

5:00 - 5:30 pm Greetings and Wine - Come enjoy a quick glass of wine before the opening plenary! STEINBECK LOBBY

SUNDAY MAY 31ST

7:00 - 9:00 pm Welcome Reception - Meet and mingle with a world class gathering of sustainable brand innovators from across the US and beyond as you extend your partner and peer network in new, directions. Sample fine wines from four of California’s leading sustainable wine regions: Livermore Valley, Mendocino County, Monterey County, and Sonoma Valley - the perfect setting to extend your partner and peer network in new directions. At 8:00 pm, join four leaders in sustainable wine growing for a casual fireside breakout discussion about their practices and vision for the future over a glass of wine.

Featured Tastings: Bonterra Vineyards, Mendocino County; Kunde Family Estate, Sonoma Valley; Paraiso Vineyards, Monterey County; Wente Vineyards, Livermore Valley

Featured Beer and Liquor: New Belgium Brewery, Fort Collins, CO and VeeV’s acai berry liquor LOWER ATRIUM OF THE PORTOLA HOTEL

9:30 pm Sustainable Brands Alumni Party - Have you attended a Sustainable Brands Event before? Come mix and mingle with your fellow alumni! Reconnect with friends from previous years, and meet new folks with a shared history. SUITE 812, MONTEREY MARRIOTT

MONDAY JUNE 1ST

5:45 - 7:00 pm Sustainable Solutions Booth Crawl & Happy Hour! Taste fine wines, organic liquor and beer, and meet winemakers from Mendocino County: America’s Greenest Wine Region. Mendocino County’s authentic sustainable farming credentials are recognized around the world. The region is dominated by family farmers. Winegrape growers, and winemakers at the forefront of the sustainable, organic, Biodynamic(r) and fish friendly farming movements long before they gained the attention of the general population. Mendocino County was the first in America to outlaw GMO’s to ensure the continued viability of heritage crops and seeds. The vast and varied county is an international destination for those who seek delicious, sustainably-farmed, wild-caught and foraged food and artisan wine. Exciting raffle prizes will be given away!

Sponsored by Mendocino Winegrape & Wine Commission, VeeV and MateVeza.

Featured Wineries:Albertina Wine Cellars, Bonterra Vineyards/Fetzer Vineyards, Breggo Cellars, Chance Creek Vineyards, Esterlina Vineyards, Frey Vineyards, Handley Cellars, Jeriko Estate, Magnanimus Wine Group, McFadden Farm, Mendocino Wine Co., Navarro Vineyards, Terra Savia, Yorkville Cellars SERRA BALLROOM

7:30 pm Join your peers for a celebrated Sustainable Brands tradition, the Birds of a Feather dinners. Use this opportunity to get to know other attendees and participants! We have made reservations at ten area restaurants, for groups of you and your peers to have din-ner (and a general good time), while discussing the topic of your choice. SIGN UP AT THE INFORMATION DESK NEXT TO REGISTRATION

9:00 - 10:30 Sustainable Brands New Venture Exchange - Nine preliminary award winners shoot it out to win a Wednesday morning plenary spot. Join our panel of judges and be part of the decision! STEINBECK FORUM

TUESDAY JUNE 2ND

By the end of day two you’ll have lots to talk about with your peers. Get in to conversation with the entire Sustainable Brands Community during the Central Coast Wine Tasting Reception and sample the region’s sustainable varietals. JEFFERS PLAZA

5:45 - 7:00 pm

WEDNESDAY JUNE 3RD

Join your peers to explore historic Monterey! Take Monterey’s Path of History, a walking tour, from the conference center, ending at Cannery Row and the spectacular Monterey Bay Aquarium. Network with peers and share notes on what you’re taking away from the first three days of SB’09.

5:45 - 7:00 pm

Meet up for a night cap at Cibo’s for some live music and good times with your new friends. This informal gathering promises laughs, stories and camaraderie. CIBO’S, 301 Alvarado St, across the street from the conference center.

9:00 pm

conference ProgramPLEASE NOTE: No unauthorized audio or video recording of conference sessions is permitted. Offical recording of conference sessions will be available for all particiapnts after the close of the conference.

5:30 - 7:00 PM

Brands in a New Age of ResponsibilityJez Frampton, Group CEO, InterbrandThe rash of economic, environmental and societal challenges facing humanity as we move in to the 21st century are stagger-ing. We now live in a New Age of Responsibility, where the connection between individual and organizational choices and their impact on the shape of our future is becoming clear. In his opening SB’09 remarks, Jez Frampton, Group CEO of Inter-brand will draw on his extensive knowledge of global organizations and brands to address the key role brands are uniquely equipped to -- and must play -- in shaping appropriate consumer demand for the future.

Sustainability is a Brand!Owen Rogers, IDEO Partner and Consumer Experience Design LeadThink about all the ways in which you interact with great brands daily. Think about interacting with Sustainability in the same ways. Imagine new possibilities for your brand to engage with Sustainability in compelling ways. Approaching sustainability as a brand provides new opportunities to innovate your business in a sustainable fashion to become more valuable to both you and your customers

Shift Happens - An Emerging ZeitgeistDuke Stump, Chief Architect, North Star ManifestoEnjoy, as former Seventh Generation CMO and Nike brand catalyst Duke Stump helps us capture the essence of sustain-ability through a wider lens. Expect an inspiring narrative informed by key principles that speak to a new breed of brand and behavior.

Sea Change Brands: From Prosperity to the ProfoundLauralee Alben, President, Alben DesignEvery brand has “sea change moments” moments that have the potential to forever alter business as usual and birth posi-tive, profound, and sustainable transformations. They source from simple acts like making dinner to the discovery of new technologies, from world-altering threats like deforestation to passions set aflame by a loved one. These moments respond to physical events just as often as they surface from the depths of an organization’s soul. Fathoming their deeper dimensions offers rich insights and ideas for proactively generating them. This is what transpires in brands intent on designing sea change shifts in industry, society, and the environment.

To conclude opening night, Lauralee Alben, creator of the strategic Sea Change Design ProcessSM, will give us a glimpse into defining moments that surfaced, redirected, or evolved successful brands. These transformative brands walk their talk, translate smarts into wisdom, open hearts, and connect to something bigger than themselves. They earn descriptors like enlivening, authentic, imaginative, ethical, beloved, meaningful, and spirited. (Innovative goes without saying.) Because of these Sea Change Brands, things become possible that were once seemingly beyond our reach: from sustainable products and services to social movements to life-giving consciousness.

Join us throughout your participation in Sustainable Brands ‘09 in shaping a personal vision for what your sea change brand might become.

sunday may 31st - setting the stage: the PiVotal role of brand in creating a sustainable future

Welcome to Sustainable BrandsA welcome to Sustainable Brands ‘09 from EarthEra, our opening night sponsor.

Opening RemarksKoAnn Vikoren Skrzyniarz, Founder/CEO, Sustainable Life Media

7:00 - 9:00 PMOPENING RECEPTION PORTOLA ATRIUM

9:00 - 10:35 am Economy, Environment and Society: The Changing Backdrop for Tomorrow’s BrandsMark Lee, CEO, SustainabilityThe landscape for brand builders has changed dramatically since SB’08, with global economic upheaval, a changing political landscape, increasing concerns about more rapid than expected climate change, and consumers who are increasingly motivat-ed to make better choices, but also increasingly confused about how to do so. Day One at Sustainable Brands ’09 opens with an inspiring set of insights into the economic, environmental and social context in which brands will be launched and built in the coming years, and the opportunity for solving world problems associated with effective brand/consumer partnership.

Sustaining a Business in Turbulent Times: Cooking for SustainabilityAdam Werbach, Global CEO, Saatchi and Saatchi SAdam Werbach, former Sierra Club President, now Global CEO Saatchi & Saatchi S, made news in 2004 when he declared en-vironmentalism dead. At Sustainable Brands 2009, Werbach premieres a speech based on his new book -Strategy for Sustain-ability, to be released in July by Harvard Business Press- that provides a new way of building core business strategy in times of turbulence. The premise of the speech? Building a sustainable business is a lot like cooking a meal. To form a great recipe you’ll need to utilize things that you know, call on what others have taught you, do a good amount of taste testing, and inno-vate along the way. “Cooking for Sustainability” presents the key ingredients in a smart sustainability strategy for the future.

The Evolutionary Benefits of AltruismDacher Keltner, PhD, Executive Director, UC Berkeley Greater Good Science CenterDr. Keltner’s recent book, Born to Be Good, is a profound study of how emotion is the key to living the good life and how the path to happiness goes through human emotions that connect people to one another. As it turns out, humans are not hard-wired to lead lives that are “nasty, brutish, and short”. We are in fact born to be good. This session will give us a glimpse into new science around an old mystery of human evolution: why we have evolved positive emotions like gratitude, amusement, awe, and compassion that promote ethical action and are the fabric of cooperative societies, and by association, sheds light on the power behind brands that connect to the greater good.

Marks and Spencer’s Consumer Education & Empowerment StrategyMike Barry, Head of Sustainable Business, Marks and SpencerIn 2007, UK retailer Marks and Spencer embarked on an industry leading, five-year, 100-point ‘eco’ plan to tackle some of the biggest challenges facing business and our world. They have made enormous progress on their 5 core goals: Become carbon neutral, send no waste to landfill, extend sustainable sourcing, help improve the lives of people in their supply chain and help customers and employees live a healthier lifestyle. At SBi in Miami Beach, Mike introduced the SB community to Plan A. At SB’09 Mike will return to share some of the exemplary work they’ve done to communicate their efforts to their customers and engage them in the success of Plan A, as well as discuss how these efforts are helping create deeper brand affinity.

monday june 1st - agenda

Building the Business Case for EmpathyDev Patnaik, Co-Founder, Jump Associates, author, Wired to CareRecent history has seen the rise of innovation as a key mandate for driving top-line growth in business across multiple sectors. But as organizations have devoted increasing resources and attention to innovation, a critical issue has been ignored in the process. How can you create new value if your company doesn’t have a gut sense for what people outside its walls actually value? The challenge facing business today isn’t a lack of innovation, it’s lack of empathy.Join Dev for a look inside leading companies like IBM, Target and Intel to see how empathy can drive change and growth. He dives deep into the human brain to find the biological sources of empathy and their critical role in decision-making, learning, and judgment. And he spends time on both sides of the political aisle, to show how empathy can give politicians the acuity to cut through a morass of contradictory information.

11:05 am - 12:30 pm A Brief History & Some Quick Takes on the Future of the American CorporationJeff Mendelsohn, New Leaf Paper; Susan Mac Cormac, Morrison Foerster; Jay Coen Gilbert, B CorpWith the unraveling of confidence in ‘The Corporation’ as we know it, change makers will do well to take a quick look at how and why we got here, and contemplate some of the positive ways corporations are already beginning to respond for thefuture. This talk provides an insightful, rapid-fire look at the history of the American corporation as well as a quick look at some of the solutions being explored for improving corporate governance, driving transparency, and supporting the emer-gence of brands that are committed and equipped to serve the greater good.

Unchaining Value: Growth in Fairtrade and the Corresponding Opportunity for Business & SocietyMark Lee, SustainAbility, Rob Cameron, Fair Trade International, Ben Packard, Starbucks and Rob Michalak, Global Director of Social Mission & Public Elations, Ben & Jerry’sDespite the economic morass, both consumer purchasing and business investment in Fairtrade sourced ingredients is on the rise. In this session, explore the motivation behind recent major corporate investments aimed at expanding access to Fair Trade certified goods with senior representatives from two leading brands, and learn why they have undertaken these actions during the financial crisis. Learn why and how responsible supply chain practices -- even when they cost more -- increase quality and certainty of supply and strengthen brand relationship with consumers while improving the lives of producers and strengthening the economies of producer nations.

10:35 - 11:05 amNETWORKING BREAK - SPONSORED BY UTOPIA

1:45 - 2:30 pm

Defining Carbon LeadershipTim Mohin, EORM in conversation with Tod Arbogast, DellAs the debate continues to heat up about the appropriate way to regulate carbon, setting smart goals and understanding how to talk about them is becoming a must. These well-informed leaders provide their perspective and lay the groundwork for further conference conversation.

Thinking Beyond Carbon; Understanding Carrying Capacity and the Full Ecological Footprint of BusinessMathis Wackernagle, 2007 Skoll Award Winner, Founder, Global Footprint NetworkWe may finally be on the verge of a tipping point wherein mainstream attention to identifying and mitigating a company’s car-bon impact will become a core strategic priority for all businesses. But what comes next? The reality is, global warming is just one of the detrimental impacts of unchecked business activity. During this time of seismic shift in awareness of the intercon-nectedness of things, the opportunity is to take a longer, more systemic view of the many ways our activities impact the world around us. By doing so, we will begin to anticipate and respond more quickly to both the needs and the enormous world of possibility in front of us to innovate for a whole, healed world. Be inspired by this thought leader who is working with leaders around the globe to help us all understand and ultimately align our activities with the basic carrying capacity of the earth.

Sustainable Futures 09 - Understanding the Opportunities to Build Durable Brand Value from SustainabilityGuy Champniss, Havas Media and Chris Coulter, GlobescanGlobeScan and Havas Media are collaborating on a new research study that will broaden its focus, to include the full sustainability debate. Concentrating once again on consumer perception, the project will explore the various ways in which business can address the full range of environmental and social challenges as we move into an era of greater transparency. Specifically, the project will explore consumer perception towards these issues in the context of twenty leading consumer-facing brands across each of nine markets: US, UK, Spain, France, Germany, Mexico, Brazil, China and India, and will make it possible to discuss specific brands and how their actual activities in sustainability contrast with or contribute to the consumer perception of their brand.Level: All

Leveraging Sustainable Packaging In a Growing RecessionErin Malec, Sustainable Packaging Coalition with Laurens van de Vijver Tetra Pak, Brad Rodgers, Frito Lay and Tony Kingsbury, Haas Center for Responsible BusinessWhile the challenging economy is forcing marketers and brand owners to rethink the value proposition of “being green”, sustain-able packaging may prove to be a bright spot during the down turn. According to a 2007 study by the Sustainable Packaging Coali-tion and Packaging Digest, an overwhelming majority of industry players had increased their emphasis on sustainable packaging to drive profit and cut costs. Making the switch to sustainable packaging can provide long-term cost savings for organizations, putting a greater emphasis on reducing costs across the supply chain, less raw material usage, reduced transportation costs and decreased waste. How will consumers adapt to today’s difficult economic climate? Will retail giants like Wal-Mart continue to raise the bar on sustainability, increasing competition for valuable shelf space?Level: Intermediate

Dialogue Session: Channeling Optimism to Business BenefitJurriaan Kamp, Editor-in-Chief, ODE Magazine, in conversation with John Marshall Roberts, Dacher Keltner, Execu-tive Director, Greater Good, Science Center, and Dev Patnaik, Jump AssociatesDig into compelling conversation with the experts on what makes us tick and how we might innovate our brands and campaigns in ways that connect deeper to the human spirit, help create needed behavior change and lend themselves to stronger brand loyalty.Level: Advanced

Dialogue Session: Product and Supply Chain GHG Footprinting: Inevitable Evolution or Resource Distraction?Jim Sullivan, Clear Standards, Tod Arbogast, Dell, Kevin Hagen, REI, and Meredith Grant, Neenah PaperJoin senior sustainability professionals from various industries for an up to the minute dialogue about the pros and cons of product and supply chain GHG foot printing in light of impending changes in global policy and shifting consumer demand.Level: Intermediate

Your Culture as Brand: A Story Of Grass Roots Cause MarketingLeilani Latimer, Director of Sustainability at Travelocity, Sabre HoldingsSabre believes that travel can be transformative and have deeply positive and transformative impact on the vitality of communi-ties, places, and people. That said, the travel industry also has an inherently significant ecological footprint, and the company also feels a deep sense of commitment to be a steward of the people and planet it serves. In this session, you’ll gain insight in to some of the far reaching ways a creative company can transform itself for sustainability from the inside as it works to better align its operations and culture with the needs of the stakeholders it serves.Level: Intro

SPONSORED SESSION: Growing “Greener” Products: Leading with Raw Material Selection & TransparencyDan Lawson, Sustainable Innovation Manager, SC JohnsonToday’s families want to know what’s in the products they use in their homes. Information is a key source of confidence for con-sumers when making product choices. What does this new press toward transparency mean for SC Johnson and other producers going forward? SC Johnson products like Glade(r), Nature’s Source(tm) and Windex(r) are used by millions of families around the world. Learn how the company’s award-winning and patented Greenlist(tm) process (which can be licensed free-of-charge) helps it to classify raw materials to formulate safe and effective products, while continuously improving them. Level: Intro

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12:30 - 1:45 pmLUNCH

2:40 - 3:25 pm Uncovering New Business Opportunities by Meeting People Where They AreJon Prange, Venture Business Manager, San Diego Zoo and Lara Lee, Principal, Jump AssociatesIn 2008, the San Diego Zoo partnered with Jump Associates, a growth strategy firm, to explore how it could use its accessible, friendly brand to help people live more sustainably while growing their revenues and impact in the process. Using the Zoo as a spotlight case study, Lara and Jon will explain why it is critical to examine sustainability through the needs of ordinary people and then create product and service solutions that meet people on their own terms. Participants will leave with a clearer focus for their existing sustainability initiatives, as well as new ideas about where they might uncover new opportuni-ties for revenue growth in the green market.Level: Intro to Intermediate

LCA on a BudgetJeremy Faludi, Assoicate Professor, Stanford Design SchoolMany fear that doing a meaningful product life-cycle assessment may be inordinately expensive and take an unwarranted amount of time. But with the growing amount of publicly available data, as well as tools on the market to support your ef-forts, this no longer need be true. In this session, you will be equipped with an understanding of best available strategies and tools for assessing the life-cycle impact of your product without breaking the bank. By doing so, you’ll be armed with a much better sense of how to communicate about your impact, as well as where to focus your innovation efforts for highest return on impact.Level: Intro to Intermediate

Getting the Mix Right: Balancing Green Messaging with Traditional Value PropositionsWilliam Brent, Head of Cleantech Practice, Weber ShandwickGreen is hot. Green is cool. But Green on it’s own doesn’t move products. Not surprisingly, what still tops the list of key mes-sages for most businesses when considering purchasing cleantech products and services are cost and ease of use. This panel will bring together senior executives from leading PR agencies to talk about how to balance messaging green in relationship to traditional business decision inputs. What works, what doesn’t, and what you should be thinking about.Level: Intro to Intermediate

Dialogue Session: The Future of Ethical SourcingLed by Mark, Lee, SustainAbility, with Ben Packard, Starbucks, Rob Cameron, Fairtrade Labeling Organization, and Rob Michalak, Global Director of Social Media & Public Elation, Ben & Jerry’sHere’s your chance to discuss this important topic with the experts and your peers in a moderated, round-table style dialogue.Level: Intro to Intermediate Winning Partnerships That Generate Business BenefitElizabeth Sturcken, Managing Director, Environmental Defense FundIn this session you will learn about best practices developed by major brands in partnership with Environmental Defense Fund, including a up-close look at the EDF’s work with Wal-Mart to create a ripple effect in the supply chain‚ strategically cre-ating a race to the top where suppliers compete, not only on price and quality but also on the environmental value they can bring to their customers; with Wegman’s Food Market to develop an industry-leading purchasing policy, from concept to brisk sales; and with United Parcel Service to create innovative changes to the company’s express delivery packaging, resulting in less waste and pollution and benefiting both UPS and its customers.Level: Intro to Intermediate

SPONSORED SESSION: Navigating The Greenwashing Minefield: A Legal PerspectiveBrooks Beard, Partner, and Rebekah Kaufman, Partner, Morrison FoersterHow do you go about making green marketing claims without running afoul of the law? What type of substantiation do you need for your green claims? Are there any lawsuits pending where green claims are being challenged? If you have been think-ing about these questions, this is the presentation for you. Get the latest information regarding the FTC’s Green Guides, legal developments relating to green marketing claims in both the United States and abroad, trends and issues to keep your eye on, and steps you can take to avoid greenwashing allegations.Level: Intro to Intermediate


3:30 - 4:00 pmNETWORKING BREAK - SPONSORED BY UTOPIA

4:00 - 4:45 pm Dialogue Session: To B or Not to B - The How’s and Whys of Formalizing Your Sustainable Business ValuesMike Hannigan, President, Give Something BackThis session looks at the organization and certification program created by B Lab, featured in media including the NY Times, Inc. and Forbes magazines, and public radio’s Marketplace program.Representatives of B Corporations such as Give Something Back, Numi Tea, and New Leaf Paper, will discuss why they joined this powerful movement and what they hope to gain from formalizing their business values.Level: Intro to Intermediate Strategy by Design: Incorporating Design Thinking into Your BusinessJohn Edson, President, CEO, Lunar DesignLearning how to bridge the gap between sustainability and financial concerns is the missing link many executives are search-ing for. By using sustainable design principles as a strategic frame for your business, executives and other business leaders can learn to better identify and communicate their connection to sustainability in terms that shareholders care most about -- the bottom line and the health of the company. From there, linking brand communications to tangible strategies and steps that began as part of product creation can lend exactly the kind of credence needed to protect against accusations of green-washing and insure that the sustainable message in the brand comes through with authenticity and power. In this session, participants will learn a simple ‘design for sustainability’ framework to help craft the direction of their company, insure higher quality, more desirable products and craft a tighter integration between business strategy, execution and communication.Level: Intermediate Speaking The Right LanguageErin Carlson, Director, Yahoo! for Good, Yahoo! Inc.Yahoo!’s audience of hundreds of millions of consumers provides a rich data set for understanding what consumers are responding to online today, and how this is shifting over time. A recently completed 5-month study, reveals significant insight into the kinds of green content people are responding to most. Participants to this session will learn what types of advertising messaging, tone and voice resonate with different types of consumers. Interestingly, not only does it depend on whom you’re talking to, but also what type of product you’re advertising.Level: Intro to Intermediate

Building a Sustainable Supply Chain at Kaiser PermanenteRobert Gotto, Senior Sourcing Director, Medical Sourcing, Procurement & Supply, Kaiser PermanenteAs one of the largest health care organizations in the country, Kaiser Permanente’s national environmental purchasing policy has become a model for other organizations, providing an example of how value networks, working together, can help in-novate more sustainable, and economically viable businesses. In the past several years, Kaiser Permanente’s procurement and supply team has helped drive down the price of latex-free, pvc-free gloves in all facilities; implemented reusable linens and patient gowns rather than disposable paper products, drastically reducing the amount of waste produced and realizing a 24 percent cost savings for the company, and prevented thousands of bone stimulators from being disposed of in a landfill by negotiating a return process with the manufacture. In this session, you’ll learn how one organization can help encourage and support sustainable innovation within a supply chain, and how Kaiser Permanente created their “Environmentally Preferred Purchasing Policy”Level: Intermediate Appreciative Inquiry: Getting Back to our Best SelvesJim Hartzfeld, Managing Director, InterfaceRAISE and Mona Amodeo, Ph.D., founder and president, idgroupMost conversations about sustainability start with the worst of human behavior: ethics violations, climate change, child labor, rivers on fire, massively destructive tsunamis, hurricanes, etc. The doom-and-gloom scenario is effective to a point. Then it has the potential to paralyze us, individually and collectively. What can one person, or one company, or one industry, really do to make a difference? Appreciative inquiry is a facilitated process that engages organizations in connecting with stories about when they were the most proud, and then digs deeply into that experience. How can companies use appreciative inquiry to propel their sustainability journey and what can it yield? This “Theory and Practice” session will give you a good introduction to appreciative inquiry, and provide examples that illustrate how it might be applied to address sustainability challenges in your company.Level: All SPONSORED SESSION: Ecos, Coca-Cola & Burgerville: A Case Study in CollaborationDavid Weigel, Vice President of Marketing, Ecos ConsultingTo have a truly sustainable brand is to back it with measurable actions. Nowadays, the efforts behind the “sustainable” brand have to quantifiably demonstrate the business case for engaging in the process. In 2008, three companies pulled together their collective resources to launch a sustainability initiative that would set a new standard in their respective industries. For these organizations, this collaboration would be built upon a mutual desire to improve efficiency, enhance the bottom line and deliver a strategic framework toward environmental sustainability. Coca-Cola sought a sound methodology to deliver a suite of tools and resources for their food service customers to assist them on the path to sustainability. Burgerville sought to further develop and broaden its environmentally conscious products and services. In this session, Ecos Consulting will discuss how they convened the collaboration, assessed and identified the tangible opportunities for efficiency, and developed a suite of offerings that can be leveraged by food service customers within the Food Service Sector. Coke now offers the Coca-Cola Food Service Sustainability Resource Center to its customers and numerous measures are currently under deployment at Burgerville providing them the opportunity to be recognized as a leader in environmental stewardship.Level: All


The Economy at a Crossroads: Navigating to Success in an Uncertain EnvironmentHazel Henderson, Author, “Ethical Markets: Growing the Green Economy”; and Woody Tasch, Author, “Slow Money” in conversation with Mark Lee.One thing is sure as we move solidly into the 21st Century – the brands of the future will be built in the midst of a new set of resource constraints, a growing set of stakeholder expectations and a deepening of human awareness. Inevitably they will grapple with, and ultimately, we hope benefit from a new set of assumptions about what constitutes healthy economic performance. Do not miss this unparalleled opportunity to be in conversation with some of the most creative and stimulat-ing thinkers on today’s economy and what comes next as they share their thoughts on the changing definition of wealth, the principles and drivers behind smart growth and the beauty of small, and slow.


4:45 pm - 5:30 pm

Sustainable Brands Through the YearJacquelyn Ottman, Founder, J. Ottman ConsultingOur Day Two morning plenaries offer an inside look at some of today’s most interesting market segments and successful brand initiatives. Jacquelyn Ottman, founding conference co-chair, who this year celebrates the twentieth anniversary of her leading focus on eco-innovation and green marketing, will share her always-insightful perspective as she moderates.

Clorox: Learning From the Field Since SB’08Mike Kraft, Senior Manager, Environmental Sustainability, CloroxIn 2008, Clorox stepped up to the sustainability plate in a serious way, launching three distinct strategies for responding to the rising demand for more sustainable consumer solutions: repositioning Brita as a solution to the growing concern about plastic in landfills, purchasing ‘sustainable from the start’ company Burt’s Bees, and launching its first new brand in 20 years with “GreenWorks”. Since launch, GreenWorks has exceeded initial expectations and taken a leading share of a growing market for green cleaners. Join us as Clorox provides a frank and honest update on what they have learned through each of these strategic initiatives.

2009’s Greenest BrandsAnnie Longsworth, Managing Director, Cohn & Wolfe and Russ Meyer, Chief Strategy Officer, LandorUpdating research presented at SB’07 and SB’08, Landor, PSB and Cohn & Wolfe will present new research that explores specific behaviors and attitudes that are driving (or preventing) purchase of sustainable products, as well as the latest public perception about which brands are the best at being green.

Sunchip’s Sustainable Brand Journey: Thinking Outside (And About) the Bag!Thomas Oh, Director of Marketing, Frito LayIn 2007, Sun Chips was successfully repositioned as a snack brand that is better for you and better for the planet. This presen-tation will highlight the motivation and strategy surrounding this decision, and the resulting brand innovation and marketing initiatives that were launched to both build and communicate the brand’s authentic steps towards becoming the preeminent sustainable snack.

Expanding Consumer Segments: Mom’s, Millennials & Communities of FaithMark Dixon, Yert.com, Diane MacEachern, Big Green Purse and Steve Newcomb, CEO Virgance One of the most exciting things about sustainability as a potential driver for behavior is its capacity to cross multiple con-sumer segments. Design the conversation about what’s driving some significant, but disparate market sectors to reach toward a more sustainable lifestyle.

tuesday june 2nd - agenda

The 4th R: Reinvention and Your Sustainable BrandBlair Shane, Chief Marketing Officer, California Academy of ScienceThe 4th R: Blair Shane, Chief Marketing Officer of the new California Academy of Sciences discusses how a 150 year old institution dedicated to nature took on the challenge of reinvention for a new generation. Ms. Shane will cover all aspects of creating a durable, sustainable brand: environmental, financial, new audience development and consumer experience. Hear how the 4th R - Reinvention is as critical as the traditional three – reuse, renew and recycle and how the Academy is using it to move from surviving, to thriving.

9:00 - 10:40 am

11:10 am - 12:30 pm

Building High Impact Brands in a Digital AgeSteve Newcomb, CEO, VirganceThe internet remains one of the a prime drivers behind the growth of sustainability – first because it speeds the pace at which an increasingly wired consumer base can understand the impact of business on the environment and society, but also because of its potential to create and support coordinated consumer action. The 2009 Presidential Election proved the wired generation has an ability to drive real and meaningful change by asserting its influence in politics. That same generation represents a new addressable audience for building game changing brands. One of the leading social media entrepreneurs showcases several innovative ideas using social networks to drive game changing businesses.

Changing the World Through Constructive ConversationJohn Marshall Roberts, author, Igniting Inspiration in SkepticsWhile it may be easy to attract the attention of a growing cross section of consumers with your social or environmental brand, not all consumers are so easy. Drawing from his new book “Igniting Inspiration: A Persuasion Manual for Visionaries” Roberts will outline core principles of transformational communication, as illustrated through the groundbreaking marketing and mes-saging for President Obama’s historic presidential run. He will illustrate how the audience can shift their thinking and apply this same framework to create breakthrough results for their own social and environmentally conscious business ventures through strategic, authentic values-based marketing and communications.

Behind the Scenes of Kaiser’s Thrive CampaignLisa Ryan, National Advertising Director and Susannah Patton, National Public Relations and Media Manager, Kaiser PermanenteLisa Ryan and Susannah Patton will discuss how to incorporate sustainability messages across marketing disciplines. Specifi-cally, they will highlight how Kaiser has integrated its commitment to sustainable building, purchasing and procurement, as well as healthy food choices and reducing waste into advertising and public relations campaigns. As the National Advertising Director, Lisa Ryan will discuss the role of sustainability in Kaiser Permanente’s Thrive campaign. In the public relations prac-tice, Susannah will discuss how Kaiser has told the company’s sustainability story leveraging traditional and online media.

10:40 - 11:10 amNETWORKING BREAK - SPONSORED BY MWV

Dialogue Session: Invention and Creative Destruction –Varying Paths to Innovation SuccessWill Sarni moderating Keith Gillard, Principal, BASF Venture Capital America and Kevin Surace, CEO, Serious MaterialsWhether you are in a billion dollar global company, or an on the ground, scrappy start up, re-thinking the opportunity, and operational requirements presented by today’s changing business and social context is necessary for success. In this session, dialogue leaders compare and contrast successful strategies being used to help companies on both ends of the spectrum find a path to thrive.Level: Intermediate to Advanced

Low-Impact Packaging and DesignReem Rahim, CMO and Co-Founder, Numi Organic Tea, Joshua Onysko, CEO, PangeaA crucial element to walking the talk of sustainability is the packaging and design behind a product. Artist-turned-entre-preneur Reem Rahim will lead this panel with a discussion about how her personal passion as an artist helped inspire the design strategy and branding of Numi Organic Tea. The panel will then discuss how their own commitments to innovations in packaging, making tough decisions against conventional wisdom, and retaining a promise to sustainable business practices have helped them communicate the soul of their brand, capture the consumers they want and create businesses that have achieved economic, environmental and social success.Level: Intro to Intermediate Dialogue Session: Redefining the American DreamEric Park, Ziba Designs, and John Creson, Addis Creson and YOUSuccess in America used to mean “making it big”. But in today’s era of environmental and economic crisis, has the American Dream become unreachable? Perhaps as it has formerly been imagined. However, studies of younger people today reveal that while they still want to live better, they are also comfortable consuming less. The door is now open for the first time in a generation to re-imagine a new American Dream. What is it that the consumers of the future will find attractive and engaging in a new brand? Join this dialogue session to hear how designers are helping to create new value propositions in response to the shift in attitudes and values of striving Americans today, and to contribute your own thoughts about how to re-think the American Dream and what this might mean for the brands of the future.Level: All

Maximizing Profits by Imaginative Use of MaterialsJeff Clapp, CEO/Founder, and and Wendy Rawson, Business Manager, Bells From EverestBells From Everest began as a lark to turn trash from Mount Everest into inspirational works of art. But when a byproduct of the production process starting accumulating on the shop floor, imagination took over, and the company created a way to use its own waste to produce a product with even greater marketing appeal and these new products are now being distributed by Walt Disney World, Neiman Marcus, LL Bean, Fred Segal, The American Museum of Natural History, and direct sales. Moral of the story? 1) Just because an idea is not sexy does not mean it will not be profitable. 2) Never let a useful by product go to waste 3) Ingenuity, persistence and positive media communications pay off. Learn more from this case study.Level: Intro to Intermediate

Bringing Sustainability Home: Integrating Fresh, Locally Grown Food into the Health Care SystemPreston Maring, MD, OB/GYN, and founder of Kaiser Permanente Farmers’ Markets, Kaiser PermanenteDr. Maring will present a case study about how he developed Kaiser Permanente’s Farmers’ Markets and other healthy foods programs including farm box delivery to employees and local produce being served at hospitals. You’ll learn how to raise awareness about sustainable food in the workplace, why it’s critical to partner with a wide range of stakeholders to start a farmers’ market program, and how better access to fresh produce can inspire a healthier workforce.Level: Intro to Intermediate

Changing the Game: The EarthEraTM InitiativeNate Hanson, Vice President, NextEraTM Energy ResourcesLearn how EarthEraTM can help position and align your brand with your customers’ beliefs. Hear how businesses, universities and municipalities are responding to their customers’ values with the simple and powerful EarthEraTM message. At the end of this session, you will know how implementing EarthEraTM offers directly responds to your customers’ needs and provides your company the opportunity to increase brand value and customer loyalty. EarthEraTM is supported by NextEraTM Energy Resources, the largest producer of wind and solar energy in North America, with over 20 years experience building and oper-ating renewable energy projects.Level: All

tuesday june 2nd - agenda continued

1:45 - 2:30 pm

12:30 - 1:45 pmLUNCH

Research RoundtableGrab your lunch and join our research round table for an unusual opportunity to pose your questions about consumer pur-chasing, brand perception and behavior to a cross section of experts, each with their own perspective and methodology for understanding the changing brand landscape.

The Market Value of Sustainability - For Brands, Consumers, and InvestorsPaul Herman, HIP Investor, Carol Holding, Holding Associates, Cynthia Figge, EKOS Consulting, Joshua Levine, UBSIncreasing disillusionment about business ethics and the instability of rapid growth investment schemes continues to drive growth in socially responsible investments from both SRI and mainstream investment houses. At the same time, new ventures such as GoodGuide, Vanno, Carrot Project, Zumer and EkoHub are all contributing to greater information access for advocacy groups, consumers, and customers. While increased information access steps up the pressure for brands to become increas-ingly more authentic in their commitments, for brands that get out front on their sustainability initiatives, there is a growing opportunity to attract and retain the commitment of investors and other stakeholders who are more likely to remain loyal to your brand because of your efforts. Learn about these increasingly influential stakeholders and information resources, what they are looking for from you, and how you can communicate with them effectively to the advantage of your business.Level: All

Persuasive Design: A Case Study and Dialogue on Issues & OpportunitiesRobert Fabricant, Executive Creative Director, frog designIf ‘brand’ has the power to change the world, product design will certainly play a fundamental role. Much emerging thinking is taking place around the notion of persuasive technology and the opportunity for design to help people both understand the change they need to make, and change their behavior accordingly. While potentially controversial, perhaps at no time in history has there been such a need for the kind of rapid and positive behavior change needed to help us build a sustainable future. With mobile adoption rates now reaching 90% in some as of yet untapped markets, enormous opportunity exists for leveraging this technology to provide business solutions to some of the greatest social needs. This session will discuss persua-sive technology within the context of a case study of Project Masiluleke the first ever attempt to address the HIV epidemic in KwaZulu Natal, South Africa with a mobile solution, starting with a single text message to 1 million phones.Level: Intermediate to Advanced

The Promises and Perils of Behavioral Targeting OnlineDavid Phillips, CEO, Natural Path MediaWith panelists: Mike “JB” John-Baptiste, CEO, Peerset; Todd Parsons, Co-Founder, BuzzLogic; Betsy Sperry, former Managing Director of Grey West, Beyond Interactive and McCann SF, currently an Entrepreneur in Residence at Stanford; Nick Aster, Co-Founder, Triple PunditBehavioral and other forms of targeting are on every marketer’s radar these days, especially as tough economic times demand greater efficiency. What do we mean by behavioral targeting and what are basic principles and examples separating permis-sible and risky BT marketing? What is the range of targeting disciplines (segmentation through vertical networks, contextual, demographic and behavioral)? How do each improve overall efficiencies and present unique challenges for sustainable marketers? What practical steps should sustainable brand marketers take to ensure best practices and get in front of coming regulation? And finally, are there special ethical concerns for online marketers and the sustainability (values driven) sector?Level: Intermediate to Advanced

Eco-Labeling – Who Do You Trust?Sponsored session: Jacqueline Ottman, Founder, J. Ottman Consulting, with Chris Nelson, Underwriters Labora-tory, Jill Vohr, US EPA, Marilyn Black, Air Quality Systems, and Anna Siefken of ICF International.When it comes to eco-labels and certifications, the name of the game is trust. Who can consumers trust in their search for credible, clear information – not for profits? Government? Retailers? Even for-profits? Join a lively debate and learn about the latest newcomers to the field of eco-labeling and certification — and decide for yourself. Note: This session is sponsored by Underwriter’s Lab and held in partnership with the EPA ENERGY STAR Program.Level: Intermediate to Advanced

Sustaining Sustainability: Creating Brands that Build Community And Shift BehaviorRobin Raj, CEO, Citizen GroupHow do we transform all the interest surrounding sustainability into real and sustainable change? Robin Raj, founder and executive creative director of the agency Citizen, San Francisco will address this question through real-life examples of mean-ingful market transformation and shifting consumer behavior. Robin will showcase Citizen’s work for WWF’s Climate Savers project, USA Network, and NRDC’s efforts on behalf of major sports leagues, entertainment companies and other culture leaders. As we count down to Copenhagen and usher in the clean energy economy, he will illuminate the opportunity to mainstream green by creating initiatives that involve many stakeholders, leverage social media, and provide organizations the tools, confidence, and creativity to transform themselves.Level: Intermediate Blue Collar to Green Collar: Evolving a Traditional IndustryDavid Quigg, Director of Marketing & Co-Owner, Grays Harbor PaperThe informative and entertaining story of how a paper company in a once timber dependent community has used the “triple bottom line” business approach to evolve into the industry leader in the development and production of environmentally friendly papers. This talk provides practical and pertinent information on strategies that your organization can take home and implement immediately.Level: All


2:40 - 3:25 pm

3:30 - 4:00 pmNETWORKING BREAK - SPONSORED BY MWV

Women and Green: Who They Are, What They Want, and Why They MatterDiane MacEachern, Founder & CEO, Big Green PurseWomen are taking sustainability by storm. Whether in their business roles, or at home, not only are they fueling the growth in green products and services; they’re holding businesses accountable for manufacturing practices perceived to harm them, their families and the environment. This presentation will review the most current data on women’s’ buying patterns; high-light what environmental issues matter to them most (hint: it’s not climate change); and offer specific recommendations the audience can use to develop and market new and existing green products that will meet their needs - and strengthen revenue streams for producers.Level: Intermediate

Effective PR In The Age of TransparencyAnnie Longsworth, Managing Director, Cohn & Wolfe and Sandy Skees, Founder, Communication For GoodFrom Vanity Fair to Businessweek, every major national publication has put “green” on its cover at some point in the past two years. But are consumers even interested in reading a magazine, or is all the news really found online? No matter what me-dium, public relations plays a key role in helping to communicate corporate strategy and product benefits, and even in helping media understand the right questions to ask. This session, which will feature experts from Cohn & Wolfe, Communications-4Good, as well as sustainability journalists, and will explore the relationship between green media and green PR, including how to target your messages appropriately.Level: Intro to Intermediate

Form, Function and Footprint: Strategies for Designing a More Sustainable BusinessMark Dwight, Rickshaw BagsWhen Mark set out to launch Rickshaw Bags, building a business and product line that was both elegant, efficient, and there-fore sustainable was at the center of his design strategy. Learn the strategies he’s taken to ensure that no compromise in form and function was made to ensure the smallest footprint possible at Rickshaw.Level: Intro to Intermediate

Dialogue Session: Opportunities and Conditions for Successful Multi-stakeholder CollaborationSeetha Coleman-Kammula, Simply Sustain with Christina Nicholson, Director of Sustainability, Williams-SonomaMany of the thorniest, but highest value innovations require highly integrated collaboration across a market sector and/or supply chains to succeed. These efforts are often fraught with intangible challenges associated an outdated competitive, protectionist mindset. This session will present some successful efforts in the plastics, organic cotton, furniture industries and elsewhere, where collaboration for the greater good prevailed (or failed), as well as open the discussion to participants to dis-cuss their experience and contemplate together what it takes to create conditions for successful multi-stakeholder initiatives.Level: Intermediate to Advanced Leader as Social ArchitectPam Wilhelms, WCGSustainable brands depend on healthy organizations that pulse with creativity and innovation. As we shift from the static models of organizational structure to dynamic, creative living systems, the leader’s role as a designer or architect of that space is crucial. Great leadership taps the collective energy, intelligence, and vision of the enterprise. This workshop will ex-plore the changing role of the leader for influencing deep cultural shift in organizations seeking structures for blended values.Level: Intermediate

SPONSORED SESSION Face-to-Face Marketing & the Practical Green EventGary Survis, CEO, Go Green DisplaysGreen face-to-face marketing presents its own unique challenges. Not only will your customers be judging your messaging, but they will be seeing your organization living its values. Forget a single detail and you may lose customers because they don’t believe that you are authentic. This seminar will focus on an approach to evaluating your events including mobile pro-grams, trade shows, conferences, and sponsorships. We will cover the “Practical Green Event Check Up” which is a simple tool to ensure that your event delivers a strong green positioning within an eco-friendly event. We will also discuss best practices for selecting vendors, suppliers, and partners who will assist your organization in delivering your presence at an event. Finally, a structured process will be outlined for selecting events and sponsorships to align your organization.Level: All

Rethinking the Consumption CompulsionNathan Shedroff, Author, “Making Meaning”, Alan Marks, SVP, Corporate Communications, eBay and Teaque Lenahan, gravitytankIt’s ever been enough to make novel solutions if they don’t fit customers’ lives. It’s not enough to make more sustainable solutions for the same reason. Most customers don’t even respond to sustainability as strongly as they respond to health, efficiency, convenience, price, emotion, and meaning. One strong path forward for companies is to understand the system of meaning in order to make more meaningful offerings, whether products, services, or events as these make deeper, more lasting connections with customers. However, this poses new issues for companies to address, ultimately questioning values, customer relationships, and even business models. The aim of this session is to answer the most pressing questions with in-formation we can put into practice immediately. But, it also aims to surface bigger questions that need to be brought forward that we will only answer together.


4:45 - 5:30 pm

4:00 - 4:45 pm

Recovering Green: Sustainable Innovations That Will Lead us ForwardAndrew Winston, Author, Green RecoverySustainable brands, of course, start from the inside, with an innovative value proposition. In a world where more and more people are coming to understand the interconnectedness between their choices and the health and sustainability of the future, the business/brand community has a unique opportunity to move beyond selling “whiter whites” to create brand promises around solutions to the very real challenges facing individuals and our global society. We approach this opportunity, however, in the face of increasingly tight operating constraints. This morning we take a 360-degree look at some of the new building blocks and creative business solutions being crafted in response to some of today’s real world problems. Andrew Winston, author of the soon to be released “Green Recovery” from Harvard Business Press, takes us through the morning, after sharing some thoughts from his book about how you can engage your workforce in ‘going lean’ while innovating for a sustainable future.

Transparency & Green Materials: Key Building Blocks for Tomorrow’s Brand LeadersLeonard Robinson, California Department of Toxic Substances, Andrew Dent, Materials ConneXion, Dan Lawson, Product Lifecycle Steward, SC JohnsonGain a 360-degree perspective on some of the key drivers of emerging greener product design. First, Leonard Robinson, CA Dept of Toxic Substance Control, will discuss California’s Green Chemistry Initiative, including information and implications of two California laws intended to stimulate the rapid acceleration of replacement of harmful chemicals and ingredients with safer alternatives. Next, Business Week Innovation Columnist and Materials Scientist Andrew Dent will discuss why intelligent and cost-effective sustainability has become increasingly important, particularly as consumers grow weary of being bom-barded with “green” solutions of questionable validity. He’ll provide some guiding examples of how to approach a new ‘gooddesign’ ethos, as well as a look at innovative new materials, the present state of recycled materials, and ways to ensure compliance with current and future bans on certain chemicals, and will feature examples from a wide range of industries, including packaging, sneaker design, medical and consumer products, and electronics and house wares. Finally, Dan Lawson,Product Lifecycle Steward at SC Johnson will lend his perspective on SC Johnson’s new materials transparency commitment with its cleaning products and what the new trend toward transparency might mean for SC Johnson and other producers going forward.

Wednesday june 3rd - agenda

Market Sector Innovation Snapshot: The Built EnvironmentSteve Glenn, CEO, Living Homes, and Steve Zornetzer, Associate Center Director, NASAThe built environment is a top contributor of toxins, waste and CO2 emissions, offering plenty of opportunity for innovation and brand differentiation. Emerging solutions lower impact while still meeting our needs for comfort, design and functional-ity. This session offers a look at two breakthrough examples: Living Homes, a new bonfire brand that is collaborating with innovative solutions providers to create one of the lowest impact and cost-sensible sustainable home solutions available. And NASA’s Sustainability Base, a planned new federal building, that blends the self-sufficiency goals of a future lunar base with a terrestrial test bed for evolving energy-efficient technologies from NASA and its research partners.

9:00 - 10:30 am

Fresh Off the Drawing Board!Top Innovators from SB’s New Venture Exchange2009 marks the launch of the first Sustainable Brands New Venture Exchange, sponsored by Renewal2 Fund, designed to help highlight and connect innovative new sustainable brand ventures & solutions that drive sustainable business with partners, advisors and other resources that can help them achieve their potential. Here’s a look at the top two winning submissions. See if they spark your imagination!

11:00 am - 12:30 pm

Water: The Next Eco-Innovation OpportunityModerated by Will Sarni, CEO, Domani Sustainability Consulting with Tim Carey, Director of Sustainability, Pep-siCo Americas Beverages, and Peter Cleary, Life StrawBy now anyone exposed to the field of sustainability is aware that water is a major resource challenge to private and public sector enterprises while also presenting opportunities for business innovation. Here’s your opportunity to gain a quick understanding of the global scope of the issue, as well as hear from early innovators about solutions to the problem that offer business benefit through reduced risks and costs, new revenue streams, or brand enhancing partnerships.

Inspired by TrashRon Gonen, CEO, Recycle Bank, and Paul Ligon, Director, Upstream, Waste ManagementWho would have thought just one generation ago that trash could offer such a rich opportunity for creating successful new businesses? This session provides an inspiring look at just two examples of the myriad that may develop as we begin to see a resource in what used to be considered waste, and envision solutions to closing the loop on our limited natural resources. Get an inside look at a rewards and loyalty program that motivates people to recycle and a revolutionary consumer recycling system that brings together physical and digital infrastructure, product tracking, point-of-retail collection, rewards and a closed loop recovery system.

10:30 - 11:00 amNETWORKING BREAK

1:45 - 2:30 pm

HP’s Next Generation: Re-defining the Opportunity for ImpactBonnie Nixon, Director of Environmental Stewardship, HPOne of the very earliest pioneers in working to reduce the environmental impact of the electronics sector, HP is now thinking outside the box about how it can play a key role, not only in reducing the impact of the IT industry, but in providing tools for its customers to significantly reduce the impact of their businesses as well. Imagine how you can take this same approach as together we collaborate to rethink the way we all work, and work together to institute new paradigms for working, and mak-ing things, that lend themselves to a legacy we can be proud of and a future our planet, and our children can thrive.

NextPlays: Building a Balanced Sustainability StrategyPeter Salmon, Moxie DesignAfter three and half years of research, trial and development Moxie have built a unique approach to organization transforma-tion called NextPlays. A platform to explore, image and plan towards a sustainable future, NextPlays uses a card deck of over seventy case studies from throughout the world to demonstrate new sustainability thinking and approaches. In this session, Peter will provide a briefing and demonstrate how to use the NextPlays cards to devise new approaches that will move you from just refining your current practices to shifting your business into a whole new state. For those interested in a more in-depth experience, Peter is running a fast-paced and very hands-on NextPlays Lab during the Post Conference workshops.Level: Intermediate to Advanced Eco-Fabulous!Zem Joaquin, Founder and Editor-in-Chief, ecofabulous.com, Scott MacKinlay Hahn, Loomstate for Target, Linda Loudermilk, Designer, Founder & CEO, Linda Loudermilk and Eve Blossom, Lulan Artisans The fashion industry continues to provide one of the major pivot points for driving sustainable consumer demand. This group of fashion leaders discuss how they are working to bring more sustainable products to market. Expect to be reminded that environmentally and socially respectful design doesn’t have to be expensive or dumpy -- in fact the best things in life come in all shades of gorgeous. Be inspired by this panel of some of the leading consumer trendsetters who are giving eco and socially responsible design a good nameLevel: Intro to Intermediate Best Practices in Driving Brand Value Through CSRKellie McElhaney Exec. Director, Center for Responsible Business, UC BerkeleyTo be effective, CSR initiatives must be intimately connected to the corporate brand. They must reinforce a company’s identity and be an integral part of how a company tells its story. In this session, Kellie McElhaney, one of the world’s leading experts on CSR strategy, offers a seven principles and a detailed process for helping you develop a CSR strategy that delivers signifi-cant, quantifiable, bottom-line benefits and is authentic because of its natural linkage to your mission, vision, and values. Level: Intro to Intermediate Toward Closing the Loop in the Bottled Beverage IndustryAndrius Dapkus, Dir. Of Innovation & Renovation, Nestle Waters North America, Paul Ligon, Waste Management, and Steve Bolton, Sr. Director, McDonough Braungart Design ChemistryThe vision for more effective reuse and recycling of plastic has led to an innovative new model for the bottled beverage in-dustry founded on the concept of shared responsibility between the manufacturer, retailer, waste management company and consumer to work together toward a common goal. By directly engaging consumers in the importance of recycling through in-creased consumer education, incentive-based recycling programs at retail and demonstration of the valuable uses for recycled plastics, this concept is an important first step toward changing consumer behavior and increasing U.S. recycling rates. This panel presentation will explore issues and challenges related to consumer recycling in the U.S. and discuss new approaches to addressing the issue. Presenters will also examine opportunities and challenges in changing consumer behavior related to recycling, and share lessons and key insights gleaned from the initiative.Level: Intermediate to Advanced What Gets Measured, Gets Done: Driving Sustainability HomeGil Friend, Natural Logic, Paul Lilienthal, Pictura Graphics, and Frank Sicilia, Young & RubicamEveryone knows that “What gets measured gets done.” (Well, that’s not exactly true; what gets measured can get done.) But how do you select powerful measures -- and compelling goals -- that help track and drive better decisions, and better performance? And how do you actually put those measures to work for your organization: supporting strategy, implementa-tion, reward systems -- and results? During this lively interactive session, representatives from a small, but leading sustainable printing company and a multinational advertising, brand and PR conglomerate reveal their internally created sustainability management systems and receive feedback live from one of the pros on creating culture change by measuring what matters.Level: Intro to Intermediate Social Media Marketing for “Do Good” BrandsSteve Croth, Partner & Founder, Better the WorldMany of us are intimidated by this thing called “Social Media” – blogs, social networks, tweeting, Hulu...who knew? In this session we’ll talk about the world of social media: what’s going on, who is involved, good examples to follow and principles for engagement. Not only will you get a good look at the social media landscape, you’ll walk away with tips on how you can leverage tools, build market presence and stay ahead of the game. We hope to leave you with the confidence to engage or increase your commitment to social media as an increasingly important core component of your marketing efforts.

Wednesday june 3rd - agenda continued

12:30 - 1:45 pmLUNCH

Strengthening Your Brand with Context-Based SustainabilityJed Davis, Director of Sustainability, Cabot Creamery, and Mark McElroy, PhD, Director of Research, Center for Sustainability Performance, Deloitte ConsultingBest known for its award-winning “World’s Best Cheddar,” Cabot launched its sustainability program in 2007 with the inten-tion to achieve “farm-to-fork” sustainability in its operations as a way to bolster its brand. Cabot is now one of the leading practitioners of context-based sustainability, an approach that measures and manages sustainability performance in terms of impacts on essential social and environmental resources in the world. Drawing from Cabot as a case study, this session will explain context-based sustainability and provide practical advice on both its benefits to your brand and how best to get started in your organization.Level: Intermediate to Advanced Breakthrough Design Ideas Borrowed From Developing World SolutionsShawn Frayne, Humdinger WindShawn Frayne (co-founder of Humdinger Wind Energy and Haddock Invention), will discuss the Windbelt technology, the world’s first non-turbine wind harvester, and the SoDis bag, a simple new water disinfection system. These products are examples of what some designers and engineers are calling ‘confluent technologies’ -- technologies born out of the difficult constraints of emerging economies that grow up to create new billion-dollar markets in unexpected places.Level: Intermediate to Advanced Top 10 Online Sustainable Brands Stories and the Tools That Got Them ThereJanet Eden-Harris, J.D. Power, and Ryan Mickle, Co-Founder, Triple PunditSocial media has transformed the way consumers stay informed about and connected with people and world around them. How can brands leverage the social web to cut through the never-ending chatter with meaningful stories? This panel will feature the top successes and failures in leveraging social media to authentically engage consumers and other stakeholders. We will also cover which social platforms your company should use and how to use them to maximize their reach and impact.Level: All

NASA Sustainability Base: A Case Study in Collaboration & StorytellingPam Van Orden, Enlightened BrandIn the four decades since the iconic Earthrise image ignited an environmental movement, NASA has continued its commit-ment to see the Earth, know the Earth and benefit the Earth. NASA Sustainability Base will play a vital role in the continuum of decision-support tools linking the choices of an individual to the performance of a building to the energy consumption of a city to the carbon footprint of a region, enabling researchers to better understand and manage climate change. In this ses-sion, Sustainable Brands founding co-chair Pam Van Orden, will offer a behind-the-scenes look at this work-in-progress. From her perspective as an external consultant to NASA Ames Research Center, Pam will share insights to the vision, the story and the cross-sector research collaborations that will make NASA Sustainability Base a unique window to the future on Earth.Level: Intro to Intermediate Sea Change Moments: In Your Life, Your Brand, the WorldLauralee Alben, Alben DesignWhat “sea change moments” have inspired you, your brand, or the world? Sea change moments are democratic and ubiq-uitous. They happen to founders, new hires and everybody in between; on the street, in biotech labs and certified organic fields, in boardrooms and on Twitter; in the stillness of the night and in the roar of the crowd. What unites them all is that somebody recognized and seized the moment. It was honored, nurtured, explored, leveraged, or funded into existence. And after that, nothing was ever the same. In this session, Lauralee Alben will introduce you to a technique used to explore the physical, cognitive, emotional, and spiritual levels of experiences. You’ll interact with the Sea Change Design ProcessSM, which has helped inspire organizations like Procter & Gamble, Apple Computer, and the Monterey Bay Aquarium to become “sea change brands”, brands that generate positive, profound, and sustainable transformations in the world.Level: All

Sustainable SourcingPaul Lilienthal, CEO, Pictura GraphicsCorporate buyers today are looking to their vendor partners in defining criteria for sourcing more sustainable products. Pictura Graphics has demonstrated their ability to assist customers with the transformation of various projects and products from traditional sourcing methods to more sustainable solutions. Pictura’s certification as a Sustainable Green Printer, coupled with its sustainable business practices, help companies address sustainable alternatives into purchasing decisions. Join Pictura Graphic’s panel discussion with companies such as Autodesk, Specialized Bicycles, DuPont, etc. to understand how to begin “walking the talk” with respect to incorporating sustainable business practices and products into your supply chain.Level: All

Wednesday june 3rd - agenda continued

2:40 - 3:25 pm

4:00 - 5:00 pm The Power in Sustainable Brand PartnershipLewis Perkins, Mohawk Industries, Didiyar Snyder, Extreme Home Makeover, and Martin Melaver, CEO, Melaver Industries, and author, “Living Above the Store”Working together as a network of value partners, brands can create individual strength, leadership, and impact to be proud of. In this inspiring closing session, hear from three brand leaders how partnering for good has lead to better business.And finally, we offer a reflection of the sustainable brands community and the sea changes taking place in your lives and your brands, and at some of the sea changes in the world you imagine your brands might create.

3:30 - 4:00 pmNETWORKING BREAK

8:30 am - 12:30 pm Green Marketing and Eco-Innovation: Strategies for SuccessJacquie Ottman, Founder, J. Ottman ConsultingCome to this workshop and learn from the master how to develop and sell greener products that consumers want. The real secret to winning at the Green Marketing game is to start by developing truly greener products in the first place. Oftentimes, that means more than a tweak so a product will be more energy efficient, recyclable or even compostable. It means first “eco-innovating”— developing innovative new product concepts or business models that create a win-win for manufacturer or service provider and consumer—better products, affordable and credible. Then one needs good green marketing—marketing that is transparent, engaging, and educates the consumer without a hint of greenwash.

To help you understand the finer points of both eco-innovation and green marketing, we have enlisted the nation’s foremost expert on both topics, Jacquelyn A. Ottman. Ottman is the author of Green Marketing: Opportunity for Innovation, 2nd edition (now going into its third edition), and in her 20 years of exclusive experience in green marketing, she’s consulted to nearly every star in the green marketing world including Energy Star, Nike, 3M, IBM, and GE.

This session will be highly interactive, fun, and engaging. Every participant will receive a handout of all key points, and will be able to address many of their own green marketing and eco-innovation challenges.

Envisioning a Future for Sustainable Brands: A Scenario WorkshopOlaf Groth, Leader, Global Business Network’s Sustainability PracticeAs the global financial crisis evolves, will sustainability remain both a priority and a growth opportunity or will it be displaced by urgent issues and short-term fixes? On the other side of the crisis, will sustainability be “playing catch up” or will it emerge as an even more fundamental imperative, serving to rapidly accelerate opportunities for those organizations that continued to invest in sustainable assets and capabilities? Although we can’t predict the future we can imagine and prepare for the different paths that might unfold. Join Monitor’s Global Business Network for an interactive scenario workshop on the future of sustainable brands. A world leader in the development and evolution of scenario planning, GBN helps companies, govern-ments and nonprofits to adapt and grow in an increasingly uncertain and volatile world. In this half-day session, led by senior practitioner Olaf Groth, a leader of Monitor/GBN’s West coast sustainability practice, you will use scenario tools to identify key uncertainties in the business environment, develop rapid fire scenarios, and then explore implications for sustainable brands in the coming decade.

Futureproof Your business: Understanding Business Strategy in the Face of Ecological LimitsSusan Burns, Global Footprint NetworkClimate Change, water scarcity, food prices… What in the world is going on? How do all of these trends relate to one another? How might these trends shape the future for your company, industry and the markets you sell into? Trends from biodiversity loss to fisheries collapse are all symptoms of “ecological overshoot”, the fact that humanity uses more than the planet can provide. In fact, Ecological Footprint analysis reveals that we currently use resources 40% faster than nature regenerates them, which is already profoundly impacting companies, customers, prices, and markets. Please join us for a highly interactive workshop where we will present a framework for understanding these trends, and using a highly interactive process, explore future scenarios and their implications for you and your company. You will leave the workshop with greater insight into how to position your company for success.

thursday june 4th - WorKshoPs

Inspiring Sustainability in Skeptical AudiencesJohn Marshall Roberts, Author, Igniting Inspiration

Are you struggling with a lack of enthusiasm or support for your sustainability projects? In this invigorating, hands-on workshop you will finally learn how to rally even the most difficult stakeholders toward your cause. Instructor John Marshall Roberts, author of a new book on the subject, will lead you step-by-step through the Transformational Design(tm) process, a new communication design framework built upon seminar research of psychologist Claire W. Graves. A seamless blend of systems theory, psychology, and common sense, this new paradigm will give you unprecedented insight into how to win over the cynical mind.

Topics covered will include:* The four faces of environmental cynicism and how to engage them* How to frame sustainability messages to create a sense of personal urgency in skeptical listeners* How to leverage authenticity for enhanced trust and inspirational potency* The art of ‘scaled messaging’ for reaching complex audiences, and more!

If you are truly ready to take your sustainability leadership to the next level, this workshop is for you. With these cutting-edge communication tools at your fingertips, you will be able to overcome mental resistance in any audience, and systematically transform your good intentions into sustainable, real-world results.

1:30 - 5:30 pm

Preserving Brand Equity when Acquiring a Sustainable BusinessJay Coen Gilbert, Founder, B CorpConsumers support brands they trust. Trust can be eroded when sustainable brands sell. How can acquirers preserve the goodwill they’ve just bought? Sustainable businesses often feel between a rock and a hard place: they want to scale, and need capital or strategic partners to do so, but they don’t want to lose control of their mission. How can sustainable busi-nesses preserve authenticity without independence?

Hear from investors and entrepreneurs at different stages of the sustainable business life cycle as they discuss their experi-ences growing and investing in sustainable businesses so their sustainability is built to last.Proposed Panelists Include:- Gigi Lee Chang, CEO of Plum Organics, talks about her recent sale to venture-backed Nest Collective.- Joe Glorfield, GP of TBL Capital, talked about recent investments in Numi Organic Tea and Clean Fish.- Adam Lowry, Co Founder of Method, talks about preparing for future liquidity.

The frog design Approach to Sustainable DesignAdam Richardson, Director of Product Strategy, and Sara Todd, Senior Design Analyst, frog design, inc.The topic of sustainable or green design is of increasing urgency to companies involved in product development. In the last year we have seen a tipping point of public interest and concern over global climate change, fueled by massive media interest. Companies which are not addressing it risk both legislative as well as brand and sales impacts. Recent surveys have shown that key customer segments are willing to pay more in order to buy greener products.

This seminar will address the fundamental issues of sustainable design and introduce a broad range of frameworks and con-cepts for tackling the often fundamental changes that are required in how a company approaches design and manufacturing. Drawing from a wide range of sources and case studies as well as frogs own experience we will discuss the key issues framing sustainable design, how it can be evangelized and initiated in an organization, and how it impacts on choices of product plan-ning, production partners, brand and marketing.

The seminar will combine presentations with hands-on activities done in breakout groups, where possible using the partici-pants own products, organizations and experiences as sources of challenges and opportunities.

Best Leadership Practices in Cross-sector PartneringAlain Gauthier, Director, Core Leadership DevelopmentThe purpose of this session is to explore experientially personal and interpersonal learning processes that enable collective leadership development in the context of cross-sector partnering. It will be primarily based on my experience in designing and co-leading programs to enhance true partnering and collective leadership capacity across sectors in developing and industrialized countries. Multi-sector collaboration offers unique challenges and opportunities for leaders to accelerate their own development, while contributing to societal learning and addressing some of the world’s most intractable problems‚ such as hunger, poverty, and healthcare for all, and depletion of natural resources. Both presented materials and notes will be shared with the participants and the whole community.

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Brand New World: Using your Brand to Create Your FutureCheryl Heller, Founder, Heller Communication DesignEinstein’s belief that “ The significant problems we face cannot be solved with the same level of thinking we used when we created them” – is well known, but not well integrated into most businesses. Creating a sustainable future will require new thinking and new ideas. This workshop combines key elements of the creative process with brand strategy, and demonstrates how companies can use their core strengths, ethics, character and current brand equity to build a bridge that will drive the behavior required to create a viable future. Traditional definitions of brands constrain behavior and stultify innovation. The brands that flourish in the future will be co-created with everyone in the organization, and they will expand potential rather than diminish it. We will discuss a process and principles that will help you co-create your brand with your internal audience – inspiring the innovation necessary to deliver on its full potential.

We live in a world where traditional competitive advantages are no longer sustainable. Superior quality, lower price, faster to market, newer technologies, better service and distribution are benefits that competitors can mimic and leapfrog faster than ever, and alone, they are simply not reason enough for your brand to matter to customers in the long run. This workshop is a first in using the creative process, the principles of sustainability and corporate citizenship to influence brand value and brand differentiation.

In this session we will explore:• Using Brand Archeology to identify your core strengths and uniqueness• How to write a brand promise that is relevant now and in the future• How to create a unique brand promise by embedding corporate citizenship• How to master the steps in the creative process and apply it to your brand strategy• How to use your brand promise to inspire the behavior necessary to deliver on it

However you think about your brand now, you will leave this workshop thinking about its power and potential in a new way – one that will lead to a Brand New World.

8:30 am - 12:30 pm

Detangling Environmental Attributes, Specifications and Certifications for Green Product Design and BrandingYalmaz Siddiqui, Director of Environmental Strategy, Office Depot

This workshop kicks off with getting to know your consumer segment, guiding participant through answering the following questions:- Who is your green customer?- What are they looking for?- What do different segments want?- How you manage differing needs

This module is followed by helping you to understand your key impacts:- What are the key environmental issues?- What are the relevant environmental impacts of your products?- How do different attributes deliver environmental benefits?- How does Lifecycle Assessments (LCA) help you make better environmental decisions?- What are the limitations of LCA?

Next you’ll move into understanding attributes, specifications and certifications:- Exploring attributes in detail- Deciding if an attribute is relevant to your products- Major purchasing specifications by B2B customer segment- Major growth areas by consumer segment

Followed by modules on defining a certification strategy, green messaging, and finally implementation.

Measuring Your Social FootprintMark McElroy, PhD, Director of Research, Center for Sustainability Performance, Deloitte ConsultingThis workshop will begin with a brief summary of corporate sustainability management (CSM), measurement and reporting – what it is, and leading concepts, tools, and measurement methods. It will then introduce the Social Footprint Method, a compelling new approach to CSM that arguably takes sustainability reporting to the next level and operationalizes the triple bottom line.

By the end of the workshop, attendees will learn: * How to clearly differentiate between the concepts of ‘green’, ‘eco-efficiency’, and true ‘sustainability’ * How leading sustainability measurement and reporting schemes compare and contrast with one another, including the Global Reporting Initiative (GRI), carbon footprinting, and the Ecological Footprint * How to raise the quality and rigor of sustainability measurement and reporting as a strategy for competitive (and market-ing) advantage * How to measure and report the social sustainability performance of an organization using the Social Footprint Method.

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New Media for SustainabilityMike Hollywood, Director of New Media, and Jonathan Yohannan Vice President, Cone Inc.Supporting the theory of exploding consumer adoption of social media, research shows an astounding 93 percent of Ameri-cans who use social media expect their favorite brands to have a presence, too. However, creating a Facebook page or adding a widget is not going to cut it among today’s tech-savvy consumers, or satisfy the skeptical stance of sustainability marketing efforts. Like any other communications efforts, a social media presence must have the right mix of strategy, messaging and audience in order to be a success. In this session, we’ll explore the findings of the 2008 Business in Social Media Study, explain how the successful use of social media is firmly rooted in sound business objectives and marketing communication strategy and share highlights from successful environmentally focused social media campaigns.

The NextPlays Lab: Designing Your Sustainable Business Strategy for the Short and Long TermPeter Salmon, Founder, Moxie Design and Bert Aldridge, Moxie DesignThere are sound commercial reasons why businesses shouldn’t just leave it to the “big boys” to behave in environmentally and socially responsible ways. Every company needs to differentiate itself from its competitors, and sustainability offers op-portunities to do just that in new and exciting ways. It’s not just about doing the right thing. It’s also about stimulating innova-tion and using that to access previously unavailable market spaces. Sustainability is a real business opportunity, and leveraged correctly it can help you achieve real top line gains, reduce risks and increase vital intangibles such as reputation and brand.

Moxie Design Group, the leading Innovation Design consultancy in New Zealand who counts Coca-cola as one of its core clients, has developed a strategy game called NextPlays, which uses a series of scenario cards to help companies think widely about the possibilities before them and work out where they’re going. Managing sustainable business change boils down to a simple equation: the right action, at the right place, gets the best result. In this hands on workshop you’ll “play” NextPlays and come away inspired and equipped with new ideas for growing your own sustainable business future.

1:30 - 5:30 pm

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about sustainable life media

a business-to-business online community, e-newsletter and event company located in burlingame, ca, sustain-able life media (slm) is home for business professionals looking to build new value and competitive advantage by innovating more sustainable strategies, practices and products. slm delivers top news stories related to the what, who and how of environmental and social innovation, and helps community members connect with thought leaders, peers, partners and solutions providers that can help them quickly reach their goals. for more information, please visit: http://www.sustainablelifemedia.com/about. to subscribe to slm newsletters, free, please visit http://www.sustainablelifemedia.com/newsletters.

for more information about how we might help you grow your business and brand, please see any memeber of the sustainable life media team:

Koann Vikoren skrzyniarz, founder/ceo - [email protected] hunter sasser, executive Producer, sustainable life media events - [email protected] abby monroe, Partnerships manager - [email protected] Wood, director of marketing - [email protected] ballerini, director of sales - [email protected] Puglisi, regional sales manager - [email protected] campbell, Vice President, business development - [email protected] miner, executive Producer, sustainablelifemedia.com - [email protected]

We can all be reached at: 650 344 9693

sustainable brands ’09 is far from perfect, but in light of the perfect being the enemy of the good, we’d like to tell you what we’ve been up to so far, to make your conference experience as sustainable as possible… in our examination of the conference we uncovered three main areas of impact, and we’d like to tell you how we’ve addressed each. We recognize that these are not complete solutions, and welcome your advice and feedback for future events.

carbon• We do our best to reduce the amount of carbon emitted at the conference

o We provided attendees with information on ride sharing services to reduce the number of individual vehicles traveling to and from the airportso We have established a partnership with econation (www.econation.com), an eco-friendly sedan and suV service offering hybrid/alternative fuel transportation options for transport from area airports

• What we cannot reduce, we offseto nexteratm energy resouces, through their eartheratm trust (www.earthera.com) has provided renewable energy certifi-cates to offset 100% of the emissions associated with electricity used at the conference o during the registration process there was an option to purchase an offset to manage your carbon emissions associated with your flight or drive to the conference site. if you did not purchase one in the registration process, and would now like to, please visit the registration desk.

one time use Products• Paper

o the program is printed on 100% post consumer recycled paper provided by new leaf Paper (www.newleafpaper.com). the printing was done by Patsons Press (www.patsons.com) and used low Voc ink. o new this year, we are offering an electronic version of the program on a usb drive, which allowed us to print less of the hard copies. the usb’s are made with recycled materials and were provided by eco imprints (www.ecoimprints.com). o We have eliminated advertisements from the conference program to reduce the amount of paper used. o We have also removed the speaker bios from the program, these can be found on our website, or in one of the speaker binders displayed at the event.o We do not provide printed copies of speaker presentations; these can be downloaded from our website at the conclusion of the conference. Please use care when downloading to only print when absolutely necessary.

• Signageo the signage and graphics for sb’09 were manufactured via a certified sustainable printing process by Pictura graphics (www.picturagraphics.com), the material components were selected from Pictura’s ecoimages product line and comprised of either recycled content, recyclable or natural ingredients.

• Promotional Materialso instead of traditional disposable registration bags, Western textiles & manufacturing, an environmentally responsible and socially compliant textile company (www.bagmakers.com) has provided 100% usa made, certified organic cotton canvas toteso instead of the typical throw away conference t-shirt, edunliVe provided high-quality organic cotton t’s (www.edun-live.com), and ts designs, an eco-friendly fabric printer (www.tsdesigns.com), did the printing!o the nametag holders and lanyards were procured from our friends at eco imprints. these are made with recycled material or plastic alternatives (www.ecoimprints.com)o We have complimentary gifts such as notepads (from sustainable group, www.sustainablegroup.com) and eco-friendly mugs (from ecomugs, www.ecomugs.com) available in our gift lounge. We chose to let you select your own gifts, instead of giving everyone one of each item. We encourage you to take the items you will use, and leave the rest, helping to reduce waste. if there is excess, we will donate the items to a local charity.

food and beverage • We worked very closely with the catering team to utilize as many organic and/or locally sourced ingredients as possible for sustainable brands ’09.o earthbound farms (www.ebfarm.com) provided organic supplies for lunches and snackso evolution fresh (www.evolutionfresh.com) provided organic juices and fruit o VeeV (www.veevlife.com), new belgium (www.newbelgium.com), mateVeza (www.mateveza.com) and several local winer-ies (links can be found on the sb’09 website) provided organic cocktails, wine and beero numi (www.numitea.com) and green mountain coffee (www.greenmountaincoffee.com) provided our organic and fair trade coffee and tea bar• Recycling – we have worked with the Monterey Conference Center to reduce the number of single serving cans and bottles and have opted for pitchers and jugs wherever possible. When not possible, we are utilizing the mcc’s full recycling pro-gram.

thank you for your participation in our greening efforts! We hope you’ll keep sustainability in mind during your stay in monterey!

the greening of sb’09

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Produced by Sustainable Life Media, Inc. 1199 Howard Ave, Suite 200, Burlingame, CA 94010650 344 9693

trees water energy solid wastegreenhouse

gases

8 2,401 4 386 694fully grown gallons million Btu pounds pounds

Calculations based on research by Environmental Defense Fund and other members of the Paper Task Force.

www.newleafpaper.com

Sustainable Life Media saved the following resources by using New Leaf Reincarnation Matte, made with 100% recycled fiber and 50% post-consumer waste, and New Leaf Imagination, made with 100% post-consumer waste. Both are processed chlorine free and manufactured with electricity that is offset with Green-e® certified renewable energy certificates.

e n v i r o n m e n t a l b e n e f i t s s t a t e m e n t of using post-consumer waste fiber vs. virgin fiber

Sustainable Brands 2009 Conference

Documents

Transcript of Sustainable Brands 2009 Conference