KoAnn Vikoren Skrzyniarz, Founder/CEO, Sustainable Brands2012 Member Benchmark Study

@SustainBrands www.sustainablebrands.com @KoAnn

We Asked…

• How is environmental or social impact playing a role at the corporate level, and at the product level in driving innovation for you?

• How are you communicating about and measuring results of your sustainable innovation and what is the result?

• How are you collecting consumer insight and is it enough?• Are you actively working to shift consumer demand/behavior, and if

so, how?

Member Survey Responses to Date• Unilever• Molson Coors• Wilsonart• MOM Brands• Dell• Target• Nestle Purina• Mars• 3M• Coca-Cola

• Johnson & Johnson• Green Mountain Coffee• Sprint• UPS• Kendall-Jackson• eBay• Williams-Sonoma• Philips Consumer Lifestyle• Caesars Entertainment

Do You Currently Have a Formal Commitment at the Corporate Level to Include Sustainability as a Innovation Design Criteria?

72%28%

What is Driving That Corporate Commitment to Sustainability?

46%

31%

31%

77%

15%

31%

46%

54%

Do You Have a Formal Commitment at the Product/Service Level to Include Sustainability as Part of Your Innovation Design Criteria?

83% 17%

The example I cited related to an outlying product level brandSome other brands at our company have, or are now looking at sustainabilityMany other brands at our company have. or are now looking at sustainability

Most other brands at our company have, or are now looking at sustainability

How Pervasive is Sustainability Driven Product /Service Level Innovation?

64%

27%

9%

What is Driving Product/Service Level Drivers?

46%

54%

69%

39%

31%

31%

8%

Measurable Impacts of External Corporate Communication

36%

64%

27%

46%

9%

100%

44%

0%

0%

0%

0%

Measurable Impacts of External Corporate Communication

Measurable Impacts of External Product /Service Level Communication

%: 79, 7, 14

%: 39, 0, 61

%: 42, 17, 42

%: 46, 0, 54

%: 69, 0, 31

%: 50, 8, 42

Measurable Impacts of Internal Product / Level Communication

71%

79%

0%

14%

21%

50%

0%

Are you measuring response to external communications, and if so, are you willing to share details of how you are measuring results and/or specific results with other members?

Yes, may be willing to share

Yes, not able to share

Yes, willing to share

No

What External Research Do You Currently Use to Understand Emerging Trends in Consumer Sentiment Related to Sustainability?

11%

56%

22%

22%

22%

44%

0%

22%

22%

Do You Do Proprietary Research on Customer Attitudes?

53%

47%

Do You Have All Necessary Insight?

80%

20%

Are You Currently Fielding Any Behavior Change Initiatives?

40%

60%

Targeted Behavior Changes64%

0%

46%

55%

18%

73%

46%

0%

0%

18%

64%

Are You Willing to Share Methodologies or Findings From Your Customer Research on Customer Attitudes/Behavior?

Are You Willing to Serve as a Resource For Other Members Who Are Looking to Establish a Sustainable Innovation Strategy?