IC-Stratos POP Study Case Studies 1

8/3/2019 IC-Stratos POP Study Case Studies 1

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Sustainability

Communication at

Case Studies

Sponsored by: Prepared by: Stratos Inc.2009



Introduction to the Case Studies

• The company case studiesprovide summary

’ List of case study

practices in terms of what,why and how sustainabilityinformation is being

• Aveda

commun ca e a po n opurchase. Company’s

perspectives on challengesand risks reliance on best

• Canadian Tire

• Marks & S encerpractice guides andassurance practices are alsopresented where applicable.

• Mountain EquipmentCo-op

in the case studies can befound in the main report.

• Procter & Gamble• Timberland

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E x a m p l e s o f w h a t A v e d a c o m m u n i c a t e sa t p o i n t o f p u r c h a s e

CASE STUDYCASE STUDYCASE STUDYCASE STUDY

Product attributes –Focus on natural / organicproperties, ethical sourcing,animal testing

Operational performance –Secondary focus on promotingenvironmentally friendly attributesof store fixtures

Product lifecycle –Campaigns to encourage the

Global & community issues –Campaign to encourage the use of

COMPANY PROFILE

Aveda manufactures and retailsprofessional plant-based hair care, skincare, makeup, Pure-Fume™ and lifestyleproducts.

recycling of bottle caps wind power Founded in 1978 with the goal of providing beauty industry professionalswith high performance, botanically basedproducts that would be better for serviceproviders and their guests, as well as forthe planet.

•

W H Y c o m m u n i c a t e a b o u t s u s t a i n a b i l i t y ?

www.aveda.com

founding mission: “to care for the world in which we live, from the productswe make to the ways in which we give back to society”. The company’sentire product line has been developed from plant-based sources.

•

Sustainability point of purchase (POP) communication helps convey Aveda’sbeneficial product attributes, environmental and social performance, and

WHY? Brand and

Consumer Loyalty.

• Consumers remain loyal to Aveda because they are able to make a choicethat is good for the planet, without compromising product performance.

W h a t m e d i a d o e s A v e d a u s e ?

HOW? - Aveda strives for asustainable consumer experience

though the use of: labels,posters, displays, packaging, and

trained staff.• ve a commun ca es e sus a na e a r u es o s pro uc s y pr n ng

related information directly on its packaging. It tells unique “stories” aboutproduct development through the use of in-store posters and throughinteractions with trained staff during product trials and informalconversations.

• For initiatives that call the consumer to action, Aveda communicates

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primari y t roug t e use o posters an interactions wit sta . However,occasionally, labels are applied to packaging to highlight a featured product,e.g. earth month product.




For Aveda, an integral part of a successful sustainability

communications program is getting the product’s

performance right (in terms of quality, functionality and

sustainability) before communicating with consumers.

● Aveda communicates about only one main level story at a

time and keeps the message simple. For example, during Earth

Month, Aveda might present posters highlighting the positive

impact of organic farming on local access to clean water. Because

of the organic ingredients in Aveda’s products, this messaging is

ideal because it links the product value chain to

a n erac ons are a particular emphasis of Aveda’s

sustainability communication efforts. Managers participate in

monthly sessions that focus strongly on the sustainability

attributes of new products. Staff also receive comprehensive

“ ” ,

issues at the same time.

● To supplement Aveda’s focused POP communication, more

detailed information and a wide variety of sustainability stories can

shoppers about their knowledge of product sustainability

attributes. ● In order to gain assurance that their

sustainability-related claims are authentic, Aveda’s Earth

be found on the company’s website. Aveda also focuses onpractical messaging that informs consumers about specific actions

they can take to reduce their environmental footprint. The poster

above highlighting Aveda’s commitment to renewable energy

legal department to review each sustainability-related claim

before making it public. For example, Aveda authenticates

claims related to energy efficiency, carbon footprint and offset

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mig t e supp emente y posters encouraging consumers to use

renewable energy sources. This can help consumers feel part of

the solution and engages consumers on Aveda’s mission.

.



Product attributes Focus on carbon footprint COMPANY PROFILE

E x a m p l e s o f W H A T B o o t s C o m m u n i c a t e sa t P o i n t o f P u r c h a s e


Product lifecycle Washing in cold water

Leading UK health and beauty retailer andmember of Alliance Boots.

Boots believes that corporate responsibility “isthe key to being an innovative forward

”

• Boots has focused its sustainability communications to meet

consumer expectations. Its consumers expect Boots to be managing

sustainability as part of “doing the right thing,” and Boots has found

W H Y c o m m u n i c a t e a b o u t s u s t a i n a b i l i t y ?. ,

Boots has strived to imbed sustainability into

its business and recently has focused onreducing its carbon footprint throughout itschain of influence.

Boots has focused communications about

that consumers want to be able to buy products that are doing

something positive for the planet.

sustainability as its consumers expect it to bemanaging sustainability as part of “doing theright thing”.

www.boots.com

W h a t m e d i a d o e s B o o t s u s e ?

point of purchase posters and displays. Boots finds posters and displays

allow more flexibility than on-product/packaging carbon footprint labels

because the message can be more easily changed based on consumer

feedback, or more easily tailored to different audiences.

HOW? -Carbon Label

on Posters andDisplays

WHY? - Brandand

ConsumerExpectations

• Some in-store posters call on consumers to take action and use cold water

for hair washing in order to reduce the high carbon emissions associated

with the products’ use. Posters also incent consumers that this approach

will help them save money through reduced energy bills.

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• Boots also uses banners throughout their retail space to inform consumers

of the company’s achievements and commitment to carbon reduction.



Boots has been working to imbed sustainability within its business for


over 60 years. In response to market research indicating that

consumers acknowledge climate change as an important problem, Boots

began working with the Carbon Trust to develop a program to

.

reduce the carbon content of two Botanics shampoos, but Boots is

applying lessons learned about carbon management across its 30,000

products and value chain. ● As a result of carbon management

ac v es, oo s as re uce s car on em ss ons y more an

10,000 tonnes. Additionally, Boots estimates that it could save

more than £1 million through cost savings associated with its

.

sustainability messaging, showing their percentage carbon footprint

reduction and providing specific actions the consumer can take to

reduce their carbon footprint during product use. Boots does not

a emp o exp a n o e consumer ow as re uce s car on

footprint, but keeps the message simple. ● Gaining assurance

that its sustainability-related claims are substantiated through third

parties like the Carbon Trust is important to the credibility of initiatives

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and protects Boots from negative media attention which could damage

the brand.



● Canadian Tire’s communication program focuses on

product performance first, and details of a product’s


As part of its sustainability program A Greener

Tomorrow Starts Toda , Canadian Tire sells over 1200

environmental preferability compared to other products,

second. By coupling this information, Canadian Tire helps

change consumer behaviour be assuring them that products

that are better for the environment, perform as well or better

environmentally preferable products, including household

cleaners, CFL bulbs, lawn care products, and solar panels.

Blue Planet, its showcase eco-line, provides

than standard products.● A key communication

tool used by Canadian Tire is encouraging the consumer to

consider the impact of individual choices and the potential

benefit of usin their roducts. An exam le of such

money on utility bills. ● Canadian Tire feels strongly that

product performance must not be compromised in efforts to

make the product more sustainable, as uptake by consumers

messaging is:

“If every household in Canada

switched from a 750ml bottle of traditional cleaner made with

will be limited. ● Of primary importance to Canadian Tire’s

communication program is ensuring the credibility of

the information communicated to consumers. Canadian

petroleum–based raw materials toan All-Purpose Cleaner made withnatural ingredients, like our BluePlanet product, we could save 2500barrels of oil.”

Tire relies strongly on n epen en cer ca onbodies like EcoLogo and EnergyStar and also reviews other

claims. Information about product claims are available in-store

in case of consumer request.

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Product Focus on fair trade free-ran e or anics climate

E x a m p l e s o f W H A T M & S C o m m u n i c a t e sA t P o i n t o f P u r c h a s e


attributes

change & energy

Productlifecycle

Campaign to encourage washing in cold water(90% of carbon in lifecycle associated with product use)

COMPANY PROFILE

Leading UK retailer of clothing, home products andresponsibly sourced food.

M&S plans for sustainability at a strategic level.One of its five key objectives is the integration of its Plan A (sustainability strategies) into everyaspect of its business so that it grows in a

sustainable way. M&S plans to achieve carbonneutrality and zero waste to landfill by 2012.

www.marksandspencer.com


• M&S communicates about sustainability to build: brand differentiation and in

anticipation of a rapidly changing market place. Less directly, efforts to robustly

understand and communicate sustainability performance has helped reveal operational

efficiencies for M&S.

WHY? - Brand

• The M&S brand is associated with trust and the idea that when you buy from M&S you

are doing the right thing and getting value for your money.

HOW? - Use of independent labelingW H A T m e d i a d o e s M & S u s e ?

• M&S uses labels of external standards such as Forest Stewardship Council (FSC) and Fair

Trade on some of their product packaging and have developed their own supportive

labeling, e.g. air freight logo to designate products that have travelled by air.

• Posters and window displays are used to promote the Look Behind the Label Campaign

sc emes, n ernalabels, posters and

displays.

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which promotes the sustainable attributes of M&S products.

• The use of posters is also strongly linked with communication around product lifecycle

campaigns and partnerships with organizations such as NGOs.



In fall of 2007, MEC carried over 342 products with an internally

developed sustainability symbol in order to help consumers differentiate

roducts with more sustainable attributes. Currentl the s mbol is a lied onl to MEC


brand products, but efforts are underway to include other products with similar attributes.

● Of primary importance to the MEC sustainability communication strategy is to inspire

its consumers and to make them feel as though they are part of something exciting. As a

result, MEC feels that the tone of its messaging is crucial and strives to avoid preaching,

but rather develops action-oriented messaging. MEC also believes the

messaging must be simple enough to be quickly understood and absorbed at point of

,

story and the complexities of the associated issues. ● It is important to MEC to

communicate both positive and negative aspects of its performance. This is the area

where MEC feels the risk in sustainability communications lies for most companies.

● Another associated concern for those companies communicating specifically about a line of products within a larger

retail context, is the risk of the “halo effect”, i.e. the transference by consumers of sustainable attributes onto

products outside the line. ● MEC prefers to keep its point of purchase communication messaging simple and

supplements its point of purchase efforts with in-depth communications through its website and associated blogs,

which are used as interactive tool to solicit and reply to member inquiries and engage members in MEC’s sustainability

future. One standout example is the Director for Ethical Sourcing’s blog, which receives over 150 hits a day ● In terms

-

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,

outlines expectations for health, safety and human rights; conducts an external audit of its factories; uses a stakeholder

engagement panel to review and ensure clarify of performance data; and relies on an internal director of productintegrity and internal processes to assure its sustainability label.



Product attributes –Focus on safety, chemicals,

Product lifecycle –Encourage washing in cold water, COMPANY PROFILE

E x a m p l e s o f W H A T P & G c o m m u n i c a t e s a tP o i n t o f P u r c h a s e CASE STUDYCASE STUDYCASE STUDYCASE STUDY

recyc e con en ,biodegradable

re uc ng quan es, sav ng moneyMultinational manufacturer of products, includingpersonal care, household cleaning, laundry detergents,prescription drugs and disposable nappies.

P&G is designed to innovate sustainably so that it canimprove the quality of life for the world’s consumers —now and for generations to come. This idea is at the

• P&G communicates about sustainability because consumers areincreasingly concerned about the content and disposal consequencesof the products they use.

heart of P&G’s purpose.

www.pg.comW H Y c o m m u n i c a t e a b o u t s u s t a i n a b i l i t y ?

• Communicating about sustainability helps drive sustainable behaviourand increases sales by letting the consumer know why a particularproduct is better for the environment or personal health, while stillproviding outstanding performance and saving the consumer money.

• Linking sustainability communication with communication about

WHY? -Consumer

Expectationsand Brand

BountySelect-A-Size

products that are better for the environment don’t perform as well.P&G understands that the consumer is not willing to sacrificeperformance. HOW? –

Labeling andDisplaysW H A T m e d i a d o e s P & G u s e ?

• As a marketer who relies on retailers to sell its products, P&G is somewhat limited inthe types of media it can use to communicate about sustainability at point of purchase. Therefore, the primary communication method used by P&G is productlabeling, the media over which it has the largest degree of control.

• As a secondary means of communication, P&G provides retailers with “shelf talkers”,

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isp ays t at can e a ixe to t e e ge o s e ving.

• P&G communicates only limited sustainability information at point of purchase,preferring to reduce the messaging to core sustainability and performance attributes,

relying on the P&G website to provide in-depth information to consumers who areinterested in learning more.



● A lifecycle analysis maps sustainability issues against value chain activities,

from sourcing through consumer disposal, and provides a quantitative analysis of the

largest impacts from a sustainability perspective. P&G conducted a lifecycle analysis


of all its products and determined the largest impact to be the energy used by

consumers washing their clothes. Given this information, P&G decided to develop

Tide Cold Water and Ariel Cool Clean. ● Product labeling and displays

,

and also emphasize improved product performance. ● P&G designs its sustainability

communication with two key challenges in mind: excessive noise at point

environmental claims. As such, P&G keeps its messaging simple and to the

point, and does not burden the consumer with claims that do not provide real points

of differentiation, e.g. though P&G does not use phosphates in its products, this fact

is not prominently displayed because phosphates have not been used in laundry

detergents in Canada in over a decade. ● The accuracy and clarity of its

sustainability claims are extremely important to P&G, who utilize a stakeholder

a v sory panecomposed of representatives from non-governmental,

regulatory and consumer organizations, as well as its internal audit and legal team to

verify corporate performance and language of claims. ● P&G looks forward to the

enforcement of the Competition Bureau’s standards for

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environmental claims in the Summer of 2009, as it will help level the

playing field, differentiate products and brands, and help the consumer betternavigate the realm of sustainability product offerings.



Product attributes – O erational erformance –

E x a m p l e s o f W H A T T i m b e r l a n dC o m m u n i c a t e s a t P o i n t o f P u r c h a s e


Focus on energy,chemicals, eco-consciousmaterial, recycled content

Focus on communicating facility use of renewable energy, number of tressplanted

COMPANY PROFILE

A US manufacturer, marketer and retailer of rugged, outdoor-tested, environmentally consciousgear for men, women and kids.

A commitment to “making it better” provides the

•

The value at the core of all Timberland’s CSR decisions istransparency. It believes that there is intrinsic value in keepingconsumers informed about Timberland’s footprint and what it isdoing to improve its performance and its products. This

–product development to partnerships that createpositive, sustainable impact. Its approach tobuilding and sustaining strong communitiesincludes three primary strategies: civicengagement, environmental stewardship andglobal human rights.


ransparency promo es consumer oya y an en ances e va ue othe brand.

www.timberland.com

WHY? – BrandW H A T m e d i a d o e s T i m b e r l a n d u s e ?

• - -footwear boxes communicating company sustainability information. They alsouse a variety of proprietary icons to communicate product-specific information(see below).

• Timberland recently developed a green index label that will be rolled out across itsproduct line and will be printed directly on product packaging rating the product’s environmental impact.

HOW? - Nutritional andGreen Index Labeling

• m er an pac ages pro uc s n pos -consumer recyc e con en oxes, an nc u es s n orma on on snutritional label.

• Timberland also communicates about its EarthKeepers line of environmentally conscious products through regionallycustomized window displays.

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IC-Stratos POP Study Case Studies 1

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