Adam Werbach - What is a sustainable brand? Presentation from the National Green Brands Forum, Melbourne 17th June 2010

Strategy for Sustainability

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• Transparency

• Engagement

• Networks

18

19

ProductType

Mat

eria

ls

Pack

agin

g

Tran

spor

t Ex

tern

al

Dispo

sal D

iaper

Feminine Pad

Bathroom Tissue

Paper Towel

Laundry

Liquid Dishwash

Liquid Fabric Softener

Shampoo

0.0E+00

5.0E+07

1.0E+08

1.5E+08

2.0E+08

2.5E+08

3.0E+08

3.5E+08

Energy (GJ)

Life CyclePhase Use

in the

Hom

e

P&G M

anuf

actu

re

Tran

spor

t In

tern

al

Diaper Bathroom Tissue Laundry Liquid Fabric SoftenerFeminine Pad Paper Towel Liquid Dishwash Shampoo

LIFE CYCLE THINKING

P&G PRODUCT ENERGY USAGE FROM LIFE CYCLE PERSPECTIVE

20

A Polarizing Campaign: BP Beyond Petroleum

PersonalCommunity

Planet

Eat food, not too much, mostly plants

Don’t eat anything with a health claim.

Don’t eat anything your grandmother wouldn’t recognize.

Eat all the junk food you want as long as you cook it yourself.

If it came from a plant, eat it. If it was made in a plant, don’t.

Adapted from Dunphy, Griffiths & Benn, Organizational Change for Corporate Sustainability, Routledge 2003

30

31

Company OrganizedEmployee Mandatory

Low EmployeeEngagement

High Employee Engagement Company Enabled

Employee Led

Examples: PSP, Green Teams,walking club, Employee Storm IdeaGathering

Company Organized

Employee Invited

Examples: New employee orientation, diversitytraining, regulatory compliance and safety trainings

Examples: Exercise classes, Earth Day events,company volunteer days, flexible work schedules

Jan Bennett

ToyotaToyota: Build cars that never crash and clear : Build cars that never crash and clear the air as they drivethe air as they driveDong EnergyDong Energy: Change energy mix in one : Change energy mix in one generation from 80% fossil to 80% renewable. generation from 80% fossil to 80% renewable. P&GP&G: Sell $50 Billion worth of sustainable : Sell $50 Billion worth of sustainable innovation products by 2012innovation products by 2012

awerbach @saatchis.com Twitter: @adamwerbachOr Facebook