Five Principles for Sustainable Brand Innovation: A Discussion of BBMG’s White Paper

By Greg McCarthy (Summer Associate Marketing Intern, Grossman Marketing Group. Undergraduate Marketing Major, University of Massachusetts Dartmouth)

Greetings all – Please allow me to introduce myself. My name is Greg McCarthy and I am a senior Marketing major at the University of Massachusetts Dartmouth. Over the last 3 years at school, I have developed a deep interest in not only marketing, but also in sustainability, specifically seeing the ways it is implemented in business. Today, I have the privilege of getting to write a guest post for Ben Grossman’s “Sustainable Ink” blog on BBMG’s latest white paper Disrupt & Delight, which focuses on implementing “Sustainable Brand Innovation” in 5 principles. I connected with Ben after his presentation on a panel at the 3rd Annual Sustainable Economy Conference in Boston in April, and recently started working for his firm, Grossman Marketing Group, as a Summer Associate Marketing Intern.

Ben has mentioned BBMG in the past on this blog as a firm based in Brooklyn, New York, that has been a leader in sustainability for many years. To download the full white paper, please click here and then follow the prompts.

BBMG’s five principles describe real world examples about how we can get the wheel turning towards addressing major environmental issues in the business world. The white paper’s first principle, “Start with what’s Sacred,” explains how in order to address economic and environmental threats and maintain a commitment to sustainability, the approach to innovation “must begin not just with the technical marvels of polymers and solvents, but the values, hopes and aspirations of our shared humanity.” The principle features Chipotle’s recent advertising efforts to grow more organic ingredients and provide customers with healthier food.  Please find the video below.

Principle 2, “Design Holistically” describes innovation as being “interconnected.” BBMG believes sustainable brand innovation needs a “holistic approach” especially within business, and that product and service design must occur in an ecosystem that reinforces the health, sustainability and success of each part over time.  Levi’s Water<Less jeans are highlighted in this principle by describing their stylish design that also use less water in the production process.

The third principle, “Create Collaboratively,” transitions smoothly off the message that principle 2 sets, and discusses open innovation platforms, industry coalitions, and community-driven platforms as examples of collaboration that are helping to drive change. I particularly found interesting the example they used on Unilever’s Open Innovation, which describes how Unilever started an online platform for outside experts to contribute to the idea of “doubling the size of its business while reducing the size of its environmental impact.” For a link to read more about this online platform, please click here.

The fourth principle is titled “Be Playful” and focuses on the correlation between play and innovation. The creativity behind sustainable ideas such as RecycleBank and Save Up has created effective ways to “mobilize behaviors that integrate play, sustainability and social impact.”

The fifth and final principle, “Disrupt and Delight,” uses Nike as a focal point behind its message that consumers want good products and expect them to be responsibly produced. Some terrific quotes by Hannah Jones, the vice president of sustainable business and innovation at Nike, are featured: “What we have to do with sustainability is to make today’s status quo obsolete so that it just becomes the norm and default option because it’s better, easier and frankly more delightful to the consumer.” Jones also talks about how to “never compromise performance and price for sustainability or you will do a disservice to sustainability.” Here’s an excellent Q&A with Jones on GreenBiz.

Overall, – I thought BBMG demonstrated a strong connection when linking Sustainable Brand Innovation to the current issues our planet is facing. When combining the principles together, BBMG believes they can create new ways “to do much more with much less.” I strongly support this notion, and urge others to draw their attention to these topics.

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5 thoughts on “Five Principles for Sustainable Brand Innovation: A Discussion of BBMG’s White Paper

  1. Pingback: Building Sustainable Brand Innovation | Blog | Thom Pulliam | Brand, Product & User Experience Strategy

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