Post on 19-Feb-2017
ROLE OF SUSTAINABILITY IN INNOVATIVE BRANDING
-Naila Kazi and Jay Chheda
(SIMSREE)
INDEX
Importance of sustainability Creating Shared ValueThe role of sustainability in
brandingThe 8 C’s of sustainability in
brandingReferences
Branding Sustainably – A Look At The Statictics
Consumers (55% of 30,000 online respondents globally) are ready to pay more for social responsibility
An almost double increase in sales for brands practicing sustainability in their products and packaging*
In India, 82% of people agree that large companies should be actively involved in solving social/environmental problems
79% think that companies & brands should play a role in improving our quality of life and well-being**
75% of Indian CEOs vouch that adoption of sustainability helps improve brand name and recognition***
BRANDING = BENEFITS
SUSTAINABILITY + BRANDING =
VALUE
Reconceiving product and markets
Enabling cluster development
Defining sustainability in the value chain
Positive role of sustainability in branding
• LifebuoyBrand
• To reduce respiratory infections and diarrhoeal diseases
Social Mission
• Lifebuoy aims to make a difference by creating accessible hygiene products (soap) and promoting healthy hygiene habits
Brand proposition
• Lifebuoy Handwashing Behaviour Change Programme launched in 2010.
• Help a child reach 5 campaign, Roti Reminder campaignBrand Action
IMPACT
Negative effect of sustainability in branding- Greenwashing
Effect • Stock prices doubled• Brand Image improved
significantly
Actual Practices
• A number of incidents of oil spills, negligible investment in renewable energies, violation of safety norms
Effect
• Stock prices doubled• Brand Image improved
significantly
Actual Practices
• A number of incidents of oil spills, negligible investment in renewable energies, violation of safety norms
British Petroleum Beyond Petroluem
Environment and society
Deep water Horizon Oil Spill
Can BP again use its Greenwashing strategy to regain its rank and stakeholder trust in the increasingly sustainability focused business
environment?
8 Cs of Sustainability in
Branding
REFERENCES http://www.sustainablebrands.com/news_and_vie
ws/articles/study-finds-increased-profits-companies-embracing-sustainability
http://www.sustainablebrands.com/news_and_views/stakeholder_trends_insights/aarthi_rayapura/new_nielsen_study_says_consumers_are_read
http://awards.kyoorius.com/2014/advertising/2014-nominees/lifebuoy-roti-reminder-2/
http://www.slideshare.net/jbigdaddy/bean-justin-bp-case-studysus6060
http://www.corebrand.com/brandpower/tracked-companies
http://www.sustainability-marketing.com/2010/08/eight-cs-of-sustainability-branding.html