'Can brands save the world?' - Human Sciences Symposium 2014

Can brands save the world?

Human Sciences Symposium22 February 2014

@sarah_holloway

Who is going to lead the way to better

consumption?

“We are going to solve tough customer and global problems and make money doing it.”

Jeff Immelt, General Electric

Things that make us money

Problems to be solved

SWEET SPOT

Business case for sustainability

• Cost reduction• Risk avoidance – physical and reputational• Building trust• Attracting/retaining employees• Long-term business model

Direct impacts

Direct impacts

Supply chain impacts

Direct impacts

Supply chain impacts

Consumer impacts

“People don’t buy things – they buy solutions to problems”

Theodore Levitt, Harvard Business School

“Most of what consumers are doing is looking for answers from brands and businesses.

The brand has a permanent invitation to come up with new suggestions.”

Ian Cheshire, Kingfisher

Things that make us money

Problems to be solved

SWEET SPOT

“The transformation of our culture and society would have to happen at a number of levels.

Personal transformation among large numbers is essential, and it must not only be a transformation of

consciousness, but must also involve individual action.

But individuals need the nurture of groups that carry a moral tradition reinforcing their aspiration.”

Robert Bellah

Thank you

Sarah HollowaySustainability strategy & communications

sarah@sarahholloway.co.uk@sarah_holloway