THE PULL FACTOR PROJECTUnleashing the Power of Brands to Make Sustainable Living the Good Life of Tomorrow

The world is changing and so is the role of brands in society To remain relevant to a new consumer and resilient in a changing world, brands must meet evolving consumer expectations and solve massive challenges from climate change to resource scarcity, inequality and injustice. Now more than ever consumers expect brands to stand for more than just the products they sell.

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We can create a future where everyone can experience a better life and thrive by harnessing the power of brands to influence culture, unite people around shared values and drive behavior change at scale.

meet the moment

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To meet this moment, BBMG and Sustainable Brands joined together with a pioneering group of global brand leaders – including The Procter & Gamble Company, The Estée Lauder Companies, Happy Family Organics, Keurig Dr Pepper, Target, Johnson & Johnson Consumer Health, National Geographic, HEINEKEN USA and VEOCEL™ – to create The Pull Factor Project, a precompetitive, cross-industry collaboration to unlock the dynamics of desire and make sustainable living easier, aspirational and more rewarding for more people around the world.

This project was designed to build on Enabling the Good Life: A Sustainable Brands® Research Study in partnership with Harris Poll done in 2017 which painted a picture of how Americans are redefining The Good Life. We wanted to see how that definition continues to shift in our rapidly changing world.

Using comprehensive market research and deploying new brand building practices, The Pull Factor Project focused on helping brands drive more relevance, build deeper relationships with consumers and shift behavior to fuel a culture of sustainable living for all.

To understand what behaviors brands and businesses should focus on to drive the most material impact for people, communities and the planet, we considered the perspective of three different groups that define our society: government, business and science.

For the perspective of international governments we looked to the United Nations Sustainable Development Goals, for inputs from the business community we reviewed the World Economic Forum Global Risks and finally, to unpack what the world’s leading scientists are prioritizing, we synthesized learnings from Project Drawdown.

ourmethodology

To truly unlock consumer needs, our research methodology included a mix of qualitative and quantitative research.

We performed 10 home-based ethnographies in Washington State, Arizona and New Jersey in November 2018, followed by an online survey of 2,000 consumers1 in the U.S. and an online focus group with 110 U.S. participants in February and March of 2019 through our research partner, Remesh.

Through these research protocols, we explored participants’ personal priorities, family goals and life aspirations. We asked what they would do with an extra day of the week and what changes they would make if they had a magic wand. Most importantly, we revealed their deepest desires, unmet needs and the core values they live by every day.

INTRODUCTIO

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1Research participants were recruited from four defined consumer segments: Gen Z, Gen Y, Gen X and Boomers and are not representative of the general population.

What People Want

CONSUMER NEEDS

What Brands Uniquely Offer

BRAND EQUITY

What the World Needs

SUSTAINABLE BEHAVIORS

THE PULL FACTOR FRAMEWORK

Building from this research, as well as the shared expertise of our brand partners and leading thinkers in branding, marketing, innovation and social science, we developed The Pull Factor Framework as a new way to build 21st century brands by uniting What People Want with What the World Needs and What Brands Uniquely Offer so we can flourish together.

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A NEW WAY TO BUILD BRANDS

INTRODUCTIO

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What People Want

In the report below, we provide a closer look at the profound cultural shifts driving new expectations for brands, the social and environmental issues that are top of mind for consumers and the category dynamics that influence brand preference and purchase intent.

What the World Needs

We also reveal 9 most impactful sustainable behaviors that brands can influence and enable to help reverse and mitigate against climate change, preserve natural resources for life and foster inclusive and equitable societies to meet the challenges of our time.

What Brands Uniquely Offer

Finally, we share case studies of brands that are succeeding in the marketplace by unlocking The Pull Factor, demonstrating what’s possible when we design for more meaningful relationships, more delightful experiences and more measurable actions that help us live better today and create a more sustainable future for all.

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WHAT PEOPLE WANT

The Issues That Matter

Redefining The Good Life

Category Purchase Priorities

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REDefining the good life

The results of our survey of 2,000 U.S. consumers confirmed the trends revealed in Enabling the Good Life: A Sustainable Brands® Research Study in partnership with Harris Poll.

The very idea of The Good Life is being radically redefined around meaningful relationships, healthy and balanced living, a deeper appreciation for pursuing passions, being present in the moment and doing work that matters. Our research revealed three cultural shifts that signal new priorities for The Good Life of tomorrow: Meaning Over Materialism, Passion Over Profession and A New American Dream.

At a time of profound political, social and environmental change, people are yearning for something better.

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“ Being healthy and enjoying family time is most important. I choose to focus on experiences rather than material possessions. ” Female, 25-35, U.S. Focus Group

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44%“Being able to afford

luxury goods” is the most important.

95%“Having meaningful

relationships with others” is what’s most important to living the Good Life.

54%“Having a lot of money”

is the most important.

In contrast to 1950’s American consumerism, today living The Good Life is increasingly about cultivating meaningful relationships rather than simply accumulating material possessions. In a world where we are more connected through digital technology, yet feeling increasingly isolated and alone emotionally, a greater emphasis is being placed on the quality of relationships over the quantity of possessions.

Indeed, more than 9 in 10 of our survey respondents say that “having meaningful relationships with others” (95%) is what’s most important to living the Good Life, while just half say that “having a lot of money” (54%) or “being able to afford luxury goods” (44%) is what’s most important to living The Good Life.

Meaning Over Materialism

“I’ve learned having just material things is not where it’s at. It’s being the great family member, friend, parent and wife that counts in life.”Female, 61-65, U.S. Focus Group

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“ I’m committed to continuing my education and doing my best in life, at home and at work.” Male, 36-45, U.S. Focus Group

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93%

82%

75%

“Being able to pursue my passions and hobbies” is important to living The Good Life.

“Pursuing work I love” is important to living The Good Life.

“Reaching my career goals” is important to living The Good Life.

The meaning, role and aspirations for work are also changing. Today, people want to not only make a living, but also to make a life. Our research finds that people are prioritizing the pursuit of passions and meaningful work over climbing the career ladder, with more than 9 in 10 respondents saying that “being able to pursue my passions and hobbies” is what’s important to The Good Life (93%) and more than 8 in 10 saying that “pursuing work I love” is what’s important to living The Good Life (82%). By contrast, only 75% say “reaching my career goals” is what’s important to living The Good Life.

This data suggests that work isn’t just a way to provide for family, but also an important way to live one’s values and strive for growth and fulfillment, as nearly 9 in 10 respondents say that “learning and growing everyday” is important to The Good Life (89%). For many, this deeper sense of purpose and fulfillment at work is not yet a reality, with 1 in 3 saying they don’t currently have a job they find fulfilling (28%).

Passion Over Profession

“I always want to be learning, becoming more self-aware and a better person.”Female, 36-45, U.S. Focus Group

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“ Living authentically, being true to yourself, eating healthy, taking care of your physical, mental and emotional well being and contributing to the world in a positive way. ” Female, 46-50, U.S. Focus Group

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A New American Dream

“It’s important to me to be happy and healthy, surrounded by friends, and feel satisfied in all aspects of my life.”Female, 18-21, U.S. Focus Group

95%

91%

“Achieving overall happiness despite life’s challenges” is important to living the Good Life.

“Living a healthy, balanced life” is important to living the Good Life. 80%

75%

“Owning a home” is important to living The Good Life.

“Owning a car” is important to living The Good Life.

The very idea of the American Dream is being reimagined for a new consumer with different aspirations for the future. Unlike previous generations, today people value living with more health, balance and happiness, rather than just striving for material markers of success.

More than 9 in 10 respondents in our survey say that “achieving overall happiness despite life’s challenges” (95%) and “living a healthy, balanced life” (91%) are most important to living The Good Life, while traditional symbols of status and success like “owning a home” (80%) and “owning a car” (75%) are less important factors.

Taken together, the data marks a significant and continuing shift in personal values, priorities and desires toward a life rich with more meaningful relationships and more health, balance, passion and growth. Indeed, the emerging story of The Good Life of tomorrow is one of individual and collective wellbeing, fulfillment and belonging above all.

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THE ISSUESTHAT MATTER

In addition to changing desires for a new vision of The Good Life, we asked respondents to share what issues were most important to them personally and compared those with what issues they felt brands should take action on.

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“What keeps me up at night is that we are leaving our children a poor environment, spending all of their social security, not improving schools enough and there is more drug use, violence in schools and in the world in general.”Female, 36-45, U.S. Focus Group

In terms of issues they are most passionate about, respondents in our research are most concerned about social and environmental issues that affect their wellbeing, quality of life and the health of their communities and environment.

When asked which issues are most important to you personally, respondents prioritized safe drinking water (91%), mental health (89%), clean air (88%), education (86%), stable financial institutions (86%) and clean oceans (85%) as their top concerns. While “safe drinking water” is the most important issue overall and for Gen Y and Boomers, “mental health” spikes as the most important personal issue for Gen X and Gen Z.

Likewise, participants in our focus groups shared how this confluence of social, economic and environmental challenges has heightened feelings of stress and uncertainty about the future.

Top Issues Important to Me: Prioritizing Wellbeing, Quality of Life and a Healthy Environment

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“One individual doesn’t have much of a voice. But organizations do, as they are made up of the will, motivation and funding of many individuals which, if they work together, can truly create change.”

Male, 18-21, U.S. Focus Group

When it comes to addressing societal issues, respondents revealed high expectations for accountability and action by companies to address the most pressing issues of our time. When asked how important it is for companies to take action on social and environmental issues through their products, services and operations, respondents prioritized clean air, data privacy, safe drinking water, waste, data theft, clean oceans, access to healthcare and income inequality as the most important issues.

Top Issues for Brands to Take Action On:High Expectations for Corporate Leadership and Action

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Top Issues Important to Me

Top Issues for Brands to Take Action On

Safe Drinking Water

Mental Health

Clean Air

Education

Stable Financial Institutions

Clean Oceans

Data Privacy

Health Pandemics

Access to Healthcare

Healthy Land & Soil

Food Insecurity

Energy Supply

Responsible Gun Ownership

Data Theft

Terrorism

Homelessness

Waste

Domestic Violence

Natural Disasters

Moral Decay

Income Inequality

Climate Change

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Clean Air

Data Privacy

Safe Drinking Water

Waste

Data Theft

Clean Oceans

Access to Healthcare

Income Inequality

Education

Healthy Land & Soil

Stable Financial Institutions

Energy Supply

Food Insecurity

Mental Health

Climate Change

Health Pandemics

Homelessness

Domestic Violence

Responsible Gun Ownership

Natural Disasters

Moral Decay

Terrorism

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Compared to their own personal priorities, the relative ranking of top issues consumers believe companies

should address increases for waste (+13 in rankings),

income inequality (+13), data theft (+9), data privacy (+5),

clean air (+2) and access to healthcare (+2), indicating areas where business is expected to have a greater impact.

Issues that Matter:Personal vs. Brands

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“ I think it’s wonderful when companies are sustainable. It matters to me because I feel it puts pressure on other people to try and do their part. ”Female, 25-35, U.S. Focus Group

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CATEGORY PURCHASE PRIORITIESThe shifting priorities and cultural dynamics evidenced by people’s deeper aspirations for their own lives and their higher expectations of companies for positive impact are also playing out in purchase decisions across multiple industry categories, from beauty and personal care to household goods, food and beverage and apparel.

As in the past, our data reveals consistent, cross-category purchase priorities driven by quality, price, performance and convenience; however, to remain relevant and drive differentiation, consumers also want brands to deliver on healthier ingredients, environmentally-friendly packaging and positive societal impact – without compromise.

Category Actives vs. Mainstream Consumers For this analysis we’ve identified Category Actives as respondents who are the primary purchaser of the product category in their household as well as active recommenders of products in the category to friends and family. Throughout the following sections we’ll compare Mainstream Consumers vs. Category Actives to understand the opportunities for brand relevance, differentiation and peer-to-peer influence.

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Our research with Mainstream Consumers in the beauty and personal care category reaffirms that category table stakes reign, with quality (91%), performance (89%), value /price (86%), health and safety (85%), convenience (83%), a brand I know and trust (83%) and made without toxic chemicals (82%) being the top purchase priorities.

However, Category Actives show that style, sustainability and social impact are driving relevance and differentiation. Category Actives are more likely than respondents overall to look for beauty and personal care brands that:

Highlight product origin or being locally made (+6%)

Have an environmental label on the pack (+5%)

Support a cause I believe in and / or make a positive social impact (+5%)

Are made with natural / organic ingredients (+4%)

Beauty & Personal CareQuality Reigns, Style and Sustainability Differentiate, Ingredients Shape Behavior

Quality / Performance

Health & Safety of Product

Value / Price

A Brand I Know and Trust

Convenience

Made without Toxic Chemicals

Made with Natural / Organic Ingredients

Environmental Label on the Pack

Support a Cause I Believe In

Origin or being Locally Made

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87%85%

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Mainstream ConsumersCategory Actives

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“ If all things are equal, I would always pick local or made by a small business. I think people should support their community as much as they can and feel connected to their place.”Katie, 34, Seattle, WA

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Mainstream Consumers in the household care category across the U.S. similarly reaffirm the table stakes purchase factors of quality (92%), performance (91%), value / price (90%), convenience (86%), health and safety (85%) and made without toxic chemicals (83%) being the top purchase priorities.

However, Category Actives in the category reveal that ingredients, packaging and positive social and environmental impact are driving relevance and differentiation.

Category Actives are more likely than respondents overall to look for beauty and personal care brands that:

Performance Leads, Social Causes Differentiate

Support a cause I believe in and/or make a positive social impact (+12%)

Have an environmental certification label on the packaging (+10%)

Have environmentally friendly packaging (+10%)

Are made with natural / organic ingredients (+10%)

Household Care

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Quality / Performance

Value / Price

Convenience

Health & Safety of Product

Made without Toxic Chemicals

Made with Natural / Organic Ingredients

Environmental Label on the Pack

Support a Cause I Believe In

Origin or being Locally Made

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“ I’ve purchased more expensive products from companies known to be more eco-friendly.”Male, 25-35, U.S. Focus Group

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Mainstream Consumers in the food and beverage category across the U.S. prioritize taste and flavor (89%), quality (89%), value / price for the money (85%), product performance (83%) and made without toxic chemicals (82%) as the top purchase priorities.

Category Actives in the category show that sustainability, product origin and positive social impact are driving relevance and differentiation.

Category Actives are more likely than respondents overall to look for beauty and personal care brands that:

Food & BeverageTaste and Quality Lead, Environmental and Social Factors Differentiate

Highlight the origin of where the product comes or is locally made (+4%)

Are organic (+4%)

Support a cause I believe in and / or make a positive social impact (+4%)

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Taste & Flavor

Quality / Performance

Value / Price

Made without Toxic Chemicals

Origin or being Locally Made

Organic

Support a Cause I Believe In

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Mainstream ConsumersCategory Actives

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“ I buy vegan and vegetarian products. They are better options for the planet instead of meat.”Female, 18-21, U.S. Focus Group

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Mainstream Consumers in the apparel category across the U.S. similarly prioritize quality (88%), value / price (87%), performance (86%), promotions / discounts (80%), fits my style / identity (80%) and convenience (77%) as their top purchase priorities.

However, Category Actives in the category reveal that product innovation, sustainability and social impact are driving relevance and differentiation. Category Actives are more likely than consumers overall to seek out brands that:

ApparelNo Compromises on Innovation, Style and Responsible Production

Offer innovation and new features (+9%)

Highlight the origin of where a product comes or if it’s locally made (+6%)

Has an environmental certification label on the packaging (+6%)

Is “made by a company with fair labor practices (+5%)

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Quality / Performance

Value / Price

Promotions / Discounts

Fits my style / Identity

Convenience

Made by Company with Fair Labor Practices

Innovation & New Features

Origin or being Locally Made

Environmental Label on the Pack

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Mainstream ConsumersCategory Actives

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“ Recently, I focused on buying fewer, better things. Clothing was the first area, moving away from H&M and Forever 21 and buying better quality stuff.”Lynne, 34, Seattle, WA

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Importantly, these benefits influence category behavior as well. Category actives in apparel are significantly more likely than consumers overall to “recycle clothing items you no longer need” (+8%), “resell clothing items you no longer need” (+8%), “purchase products with less packaging” (+8%) and “purchase items made from recycled materials (e.g., polyester, recycled plastic bottles)” (+6%).

And, in a sign that circular fashion is moving mainstream, nearly 1 in 4 apparel shoppers is “renting clothing items” some or most of the time (24% Mainstream consumers; 27% Category actives).BB

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key takeaway WHAT PEOPLE WANT

New aspirations for more meaningful relationships, healthy and balanced living and the pursuit of purpose and passions are continuing to shape tomorrow’s vision of The Good Life, while personal and collective concern for the most pressing social and environmental issues of our time are changing purchase priorities to include both performance and positive impact. Our research ultimately reveals that people want brands to play a larger role in delivering a better quality of life for their families, and a better world for all of us.

People want brands to play a larger role in shaping a better world that prioritizes meaning, purpose and positive impact for all.

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WHAT theworld needs

Preserve Resources For Life

Reverse Climate Change

Foster Inclusive & Resilient Societies

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RLD NEEDSPrioritizingimpact

At at time when humanity is using resources faster than can be replenished, extreme weather patterns are becoming increasingly more frequent and pollution is damaging our oceans and the life within them, it’s critical for brands to come together to empower and drive changes in consumer behavior and get our planet back on track.

To better understand What The World Needs and prioritize the areas where brands can have the most impact, we asked ourselves three questions: What might we learn from intergovernmental organizations about the priorities for humanity? What are the business community elevating as the biggest global risks of our time? What does science tell us about the actions we need to take to reverse and mitigate against global warming? We looked to the world’s experts to answer these questions.

After mapping these territories, we then considered the behaviors that brands can most influence and consumers can meaningfully act upon. Through this process we outlined 9 Sustainable Behaviors that present massive opportunities for brand leadership to drive material impact and propel society towards sustainable living.

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These behaviors are data driven and expert-validated. If we all band together, we can create real change at scale by encouraging the following shifts in behavior:

Live a low-carbon lifestyle as part of a low carbon economy and renewable energy system that can support 10 billion people on a living planet.

Live a life of abundance without waste and protect clean water, air, soil, biodiversity and natural resources so everyone has access to healthy, natural resources.

Consume mindfully, participate actively as citizens and community members to support the mutual thriving and flourishing of all people while building capacity for empathy, trust, mutual respect and a commitment to the global commons.

Give business, brands and humanity the chance to thrive for the next 100 years and beyond.

9 behaviors to change the world

By identifying 9 Sustainable Behaviors our hope is to provide a roadmap for brands to create a future where everyone can thrive and rightfully enjoy The Good Life.

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Reverse Climate Change

Go RenewableSwitch to renewable energy sources at home, ride public transportation, and purchase products using renewable energy.

Eat More PlantsModerate meat consumption and consume products that support regenerative agriculture.

Go DurableBuy better, buy less. Reduce single-use items and purchase durable, reusable products instead of disposable ones.

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Eat More Plants

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Moderate meat consumption and consume products that support regenerative agriculture.

Enjoying a rich variety of foods and flavors is one of the great pleasures in life. And yet, as the global population grows, so does the demand for widely accessible protein in our diets with an increasingly negative impact on our climate. Today, meat-centric meals contribute to one-fifth of global carbon emissions, and extensive cattle ranching is the number one driver of deforestation in the Amazon. If we want to build a low-carbon future, we need to start with what we eat.

Shifting to more plant-rich diets, moderating meat consumption and buying protein-products from farmers using regenerative practices are all changes people could make in their daily lives that could greatly reduce their impact.

If by 2050, half of the world’s population reduces meat intake by roughly 26%, the amount of carbon sequestered would be like growing 446 trillion trees for 10 years.

Not only would it mean a healthier planet, but studies show that a plant-rich diet has multiple health benefits, including lowering the risk of heart disease, diabetes, obesity and cognitive decline.

A brand already making this part of its corporate culture is WeWork. In 2018, they made the decision to no longer reimburse employees for eating meat on business trips, and it no longer serves meat at any WeWork events.

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Switch to renewable energy sources at home, ride public transportation, and purchase products using renewable energy.

The world is slowly building more renewable energy capacity to power the offices, schools and homes we need to work, learn and live; however, as of 2015, the World Bank reported that two-thirds of the world’s electricity is still being produced from oil, coal and gas.

With electricity consumption expected to double by 2050, it’s clear we need to empower more opportunities to accelerate the shift to wind, solar, geothermal and solar sources for the masses.

At home, people could install smart meters and LED lights to help reduce their usage, while also supporting companies and products switching to renewables, such as Budweiser, who announced in a 2019 Super Bowl advertisement that it’s now brewed with 100% wind energy and IKEA who switched to selling only LED lights in 2015.

Go Renewable

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Buy better, buy less. Reduce single-use items and purchase durable, reusable products instead of disposable ones.

Who would think that single-use plastics would become a media and cultural phenomenon? In 2018, views of the Turtle-Straw video surpassed 35 million views, National Geographic’s “Planet or Plastic” cover had

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881 million impressions and the BBC series Blue Planet II reached 100 million Chinese viewers with its inaugural episode alone.

Each of these media moments sheds light on the 310 million tons of plastic produced annually, most of which gets tossed into landfills or ends up in our oceans. People can take simple steps by reducing usage of single-use items such as straws, bags, bottles and utensils.

To drive even more impact, consumers could switch to more durable products such as reusable water bottles and shopping bags as well as looking for bioplastics in alternative packaging.

PepsiCo is doing its part to address plastic waste by moving away from plastic bottles across its portfolio of brands. This includes selling its Aquafina water in aluminum cans, packaging LIFEWTR in 100% rPRT (recycled polyethylene terephthalate) in the U.S. and setting the goal to reduce 35% of virgin plastic content across its beverage portfolio by 2025, which equates to the elimination of 2.5 million metric tons of cumulative virgin plastic.

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Go Durable

Reduce Food & Water Waste Plan ahead, use what you need, make the most of what you have. Compost what you can.

Go CircularChoose products made with recycled content and recycle, rent, share and buy used over new products whenever possible.

Go SimpleBuy products with simple, clean ingredients that are healthier for you and protect habitats and biodiversity.

Preserve resources for life

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Plan ahead, use what you need, make the most of what you have. Compost what you can.

We all feel guilty when we waste food and water. A third of the food that gets raised or prepared does not make it from farm or factory to fork and one trillion gallons of water are lost annually in U.S. homes just through water leakage. Which is startling, especially considering that 815 million people globally go hungry every day and water scarcity affects more than 40 percent of the global population and is projected to rise.

Currently, 35% of food in high-income economies is thrown out by consumers, which can easily be prevented.

The owners of Sweetgreen took this to heart by collaborating with Dan Barber’s WastED to offer customers a salad made with “scrap” ingredients like carrot peels, broccoli stalks and roasted bread butts. This partnership showed customers the possibilities of using the leaf to roots of all produce.

And when it comes to water waste, on average an American, four-person household uses 400 gallons of water a day, nearly 19 times the daily amount recommended by the World Health Organization to take care of drinking, cooking and basic

Reduce Food & Water Waste

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hygiene needs and basic food hygiene. Some easy changes could include turning off faucets when brushing teeth, collecting rainwater to water gardens and lawns, installing water efficient appliances, purchasing water efficient products or water-free formats such as bars and tablets for everything from personal to household care.

For example, Blueland offers a reusable spray bottle and tablet subscription system so customers can buy cleaning products without “shipping” water.

Go Circular

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Choose products made with recycled content and recycle, rent, share and buy used over new products whenever possible.

Today, we produce 10x more waste than we did a century ago about 1.3 billion tons per year. In this linear model, (a take, make, waste culture), we’ve been using resources faster than they can replenish themselves and filling landfills with useful materials that could be reused.

If consumers chose products made with recycled content and recycled, rented, shared and bought products over new whenever possible, there would be a 48% reduction in carbon emissions by 2030 and $700 million USD in savings every year for the consumer goods industry.

H&M is trying to tackle waste in the textile industry through a clothing take-back program, garment-to-garment recycling and other circular innovations. In 2018, their garment collecting initiative collected 20,649 tons of textiles for reuse and recycling. That’s equivalent to 103 million T-shirts.

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Buy products with simple, clean ingredients that are healthier for you and protect habitats and biodiversity.

Lead by the beauty and food industry, clean products have been on the rise over the past decade. Complicated chemical formulations have been shown to have harmful effects on our personal health as well as the planet’s habitats, with toxic pollution being the largest cause of death in the world. For example, we’ve lost 80% of the coral reef system in the Caribbean due to chemicals from sunscreen.

To help prevent this damage, consumers should look for products with simple, clean, organic ingredients, encouraging companies to embrace more green chemistry practices which could reduce or eliminate the generation of hazardous substances that damage ecosystems and biodiversity.

The app, Think Dirty, is the easiest way to learn about the potentially toxic ingredients in cosmetics and personal care products. Currently, it has over 8,000 reviews in the Apple App Store.

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Support Women & GirlsSupport causes and products that educate girls, aid better family planning and support women-owned businesses.

Expand Equity & OpportunityBuy fair trade as well as brands supporting inclusive and equitable products, policies and causes.

Show UpVote at the ballot box and with your wallet, make your voice heard and volunteer in your community.

foster inclusive & resilient societies

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Support causes and products that educate girls, aid better family planning and support women-owned businesses.

Today, 62 million girls around the world are not receiving an education and 214 million women in lower-income countries do not have the ability to choose whether and when they become pregnant, leading to overpopulation and increasing stress on our natural resources.

If we support causes and products that educate girls, aid better family planning and support women-owned businesses we could shift towards a universal education system and smaller family sizes.

Educating girls tends to lead to later marriage and fewer children, reducing the rate of overpopulation and stress on the planet. Project Drawdown estimates that these efforts could reduce emissions by the equivalent of 17 trillion homes not using electricity for 1 year.

In 2018, Goldman Sachs invested $500 million into companies led, founded or owned by women to help clients invest directly or provide seed capital for women starting their own funds.

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Buy fair trade as well as brands supporting inclusive and equitable products, policies and causes.

Globally, women and minorities are treated unfairly every day. Pay gaps persist even in the world’s most developed economies. In the UK, workers from ethnic minority groups are paid 21.7% less on average than white employees,

Expand Equity & Opportunity

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and in the U.S. women only earn 80% as much as their male counterparts – and the disparity is greater for women of color.

If women received equal pay in the U.S., the economy would produce $512 billion more in income and the number of children living in poverty with working mothers would be cut in half.

Shifting to this new world requires consumers to buy fair trade products and support brands using inclusive practices and policies. The brand Everlane champions radical transparency – making sure consumers are aware of specifically where, how and at what cost their clothes are being manufactured. Each factory Everlane works with is given a compliance audit to evaluate factors like fair wages, reasonable hours and working conditions, providing a fair and just form of work for all its workers.

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Vote at the ballot box and with your wallet, make your voice heard and volunteer in your community.

Finally, making your voice heard is one of the most important things to getting us to the world we need. 93 million Americans didn’t vote in the 2016 U.S. Presidential election and only 25.3% of Americans volunteer in their community.

Brands can help consumers get out and vote, use their voice on social media, band together around a cause or get involved in their communities by partnering with local organizations.

For the nation’s democracy to function properly and truly have a fair representation, it’s imperative that all eligible Americans are encouraged to vote.

Lyft, for example, helped people exercise their right to vote by providing discounted and free rides to underserved communities that face significant obstacles to transportation on election day.

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Eat More Plants

Go Renewable

Go Circular

Go Simple

Go Durable

Support Women & Girls

Show Up

Reduce Food & Water Waste

Expand Equity & Opportunity

Key takeawayWHAT THE WORLD NEEDS

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What Brands Uniquely Offer

Some brands are already uniting what people want and what the world needs to break through in their categories and drive meaningful business results. Here are a few that have done this well.

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to 7,200 locations nationwide, proving that by creating an alternative product that satisfied cravings for beef, consumer behavior could shift at scale.

Not only does it cut back on carbon emissions, but more importantly, it has the same amount of protein as the regular Whopper, with 15% less fat and 90% less cholesterol.

Alex Psalti

Nothing is more quintessential to the American experience than a juicy burger. So when Burger King announced their partnership with plant-based protein company, Impossible Foods, they risked losing customers by changing an American classic: The Whopper.

Through their “100% Whopper” Campaign, Burger King reassured customers through a series of videos of real people’s reactions as they tasted the meatless Whopper for the first time. Already, they’ve rolled out the Impossible Whopper

burgerking

Eat More Plants To Reverse Climate Change

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by a female filmmaking team. With Maggie Rose leading vocals, the entire production was a full female team from end to end.

The campaign aimed to be a unifying force, celebrating the boldness, strength and grit reflective of the female farmers who make up the Land O’Lakes cooperative. It launched on Women’s Equality Day on August 26, 2018 with a charitable tie-in. For every “She-I-O” music video share or comment received via social media, the brand donated one dollar to Feeding America, with a $100,000 cap, as hunger disproportionately affects women in the United States.

The Martin Agency

Land O’Lakes has been a refrigerated-aisle mainstay since the 1920s, but what’s less known about the company is that it’s an agricultural co-op composed of more than 3,600 “farmer-to-fork” member-owners, about half of whom are dairy farmers. In 2018, Land O’Lakes promoted this under-told story as a key differentiator for its brand. For the launch campaign of their new brand strategy, “All Together Better”, they wanted to take a different angle.

When you Google “farmers,” the results show only pictures of male farmers. Yet when you go visit farms in real life, the reality is that tons of women are doing farm work too. In fact, according to the USDA, 30% of farmers are women. Built on this insight, Land O’Lakes decided to highlight all of the female farmers that make Land O’Lakes possible. The “She-I-O” music video features footage of the Dotterer sisters, their cousins and their daughters, and was shot

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expectations of remade clothing on its head. For her, it’s not about sustainability, it’s about style and adventure — and making more exploration more accessible for all.

Together with The North Face teams, we brought this badass mindset to life with a bold brand experience and go to market strategy for a new, younger consumer.

In 2019, The North Face Renewed was recognized as a finalist in the Fast Company World Changing Ideas Awards.

Greg Mionske

For over 50 years, The North Face has inspired people to live a life of exploration. At the same time, the apparel industry is infamous for impacts on the environment, with 85% of textiles produced every year ending up in landfills.

The North Face turned to BBMG to help develop a refurbished product line and marketing campaign that could extend the life of its products, deepen its relationship with a new generation of consumers and position the brand as a leader of a new recommerce movement that inspires more adventures with less waste.

Our research revealed that young millennial women in particular were primed and ready for a new kind of recommerce. A shopping experience that flips

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By leveraging the power of brands to tell new stories and shift behaviors we can make the Good Life easier and more rewarding for people around the world. We can reverse and mitigate against climate change to support 10 billion people on one living planet, preserve resources for life by protecting the water, air, land, soil and biodiversity that sustain us. And we can foster more inclusive and resilient societies by building capacity for empathy, trust, mutual respect and interdependence.

Join us to raise awareness, engage the mainstream and co-create the world we need.

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key takeawayWHAT brandshave to offer

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To learn more about how to apply these findings for your team and host a Pull Factor Workshop, please get in touch.

Raphael Bemporad Founding Partner, BBMG rbemporad@bbmg.com

Nicole Pontes Senior Strategist, BBMGnpontes@bbmg.com

Liz Schroeter CourtneyBusiness Development, BBMG lcourtney@bbmg.com

KoAnn Vikoren Skrzyniarz CEO, Sustainable Brands koann@sustainablebrands.com

Tamay Kiper Associate Director, Membership & Advisory, Sustainable Brandstamay@sustainablebrands.com Etienne WhiteVP, Brands for Goodewhite@sustainablebrands.com

BBMG is a globally recognized brand and innovation consultancy dedicated to creating brands of enduring value. We design brands and re-engineer brand experiences to drive growth and positive social impact.

Sustainable Brands is the premier global community of brand innovators who see social and environmental challenges as an essential driver of brand innovation, value creation, and positive impact.

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Raphael Bemporad Founder & Principal, BBMG

Nicole Pontes Senior Strategist, BBMG

Jess Pitera Art Director, BBMG

Grant Griglak Senior Strategist, BBMG

Amy Speck Strategist, BBMG

Kate Johnson Strategist, BBMG

Lucie Bolé Designer, BBMG

Alexandra Hanlon Insight & Research Consultant

KoAnn Vikoren Skrzyniarz Founder/CEO, Sustainable Brands

Tamay Kiper Associate Director, Membership & Advisory, Sustainable Brands

Alexandra Smith Manager, Member & Advisory Services, Sustainable Brands

Sille Krukow Founder & Behavioral Design Director, KRUKOW

Renee Lertzman, Ph.D. Climate, Energy and Environmental Psychologist

Daniel Vennad Director, Better Buying Lab, World Resource Institute

Katrin Ley Managing Director, Fashion for Good

Robert Suarez Managing Director of Innovation & Design, Singularity University

Myriam Sidibe Former-Social Mission Director, Unilever

Katherine White Professor, Marketing & Behavioural Science, University of British Columbia

The Team at Lab42 The Team at Remesh

And to Our Contributors

Thank You to Our Brand Partners

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Sources

Eat More Plants

Paul Hawken. 2017. Project Drawdown. 39-40.

Kerri Adams. 2018. Foodable. https://www.foodabletv.com/blog/wework-takes-meat-off-the-companys-menu

Go Renewable

World Bank. 2015. https://data.worldbank.org/indicator/EG.ELC.FOSL.ZS

Go Durable

Sophia Rosenbaum. July 2018. Time. https://time.com/5339037/turtle-video-plastic-straw-ban/

Shorty Awards. 2018. https://shortyawards.com/3rd-socialgood/national-geographic-planet-or-plastic

Nancy Tartaglione. November 2017. Deadline. https://deadline.com/2017/11/blue-planet-ii-100-million-views-china-european-film-awards-loveless-1202207673/

Paul Hawken. 2017. Project Drawdown. 168-169.

Reduce Food and Water Waste

Paul Hawken. 2017. Project Drawdown. 42-43.

Olio. https://olioex.com/food-waste/the-problem-of-food-waste/ https://www.un.org/sustainabledevelopment/water-and-sanitation/

United Nations.Sustainable Development Goals. https://www.un.org/sustainabledevelopment/water-and-sanitation/

Nell Casey. July 2015. Gothamist. https://gothamist.com/2015/07/27/wasted_salad_sweetgreen.php

Go Circular

Cody Ellis. September 2018. Waste Dive. https://www.wastedive.com/news/world-bank-global-waste-generation-2050/533031/

Ellen Macarthur Foundation. https://www.ellenmacarthurfoundation.org/circular-economy/what-is-the-circular-economy

H&M Group. 2019. https://hmgroup.com/sustainability/Planet/recycling.html

Go Simple

Fiona Harvey. August 2013. The Guardian. https://www.theguardian.com/environment/2013/aug/01/caribbean-coral-reef-loss

Support Girls & Women

Paul Hawken. 2017. Project Drawdown. 76-82.

Expand Equity & Opportunity

Lucy Meakin. July 2019. Bloomberg. https://www.bloomberg.com/news/articles/2019-07-09/london-s-ethnicity-pay-gap-sees-minority-workers-paid-22-less

Jessica Milli, Ph.D., Yixuan Huang , Heidi Hartmann, Ph.D., Jeff Hayes, Ph.D., Institute for Women’s Policy Research. April 2017. https://iwpr.org/publications/impact-equal-pay-poverty-economy/

Show Up

Daniel S. Levine. January 2017. Heavy.com. https://heavy.com/news/2016/11/eligible-voter-turnout-for-2016-data-hillary-clinton-donald-trump-republican-democrat-popular-vote-registered-results/

Marc Joseph. January 2016. Huffington Post. https://www.huffpost.com/entry/america-does-not-have-eno_b_9032152

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