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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Making Apparel Transparent: Companies Team Up to Measure Sustainability of Shoes, Clothes

Source: Levi's

By Marisa Greenwald (Green Marketing & Sustainability Practice, Grossman Marketing Group)

We have written often at Sustainable Ink about the importance of transparency, as well as the need to account for the environmental impact throughout a product’s lifecycle.  With that in mind, we are pleased to see a positive step taken by some well-known corporations.

At next month’s Outdoor Retailer trade show in Salt Lake City, retailers will receive a new tool to help them pursue their sustainability goals.   A group of about 100 retailers and manufacturers, including Nike, Levi Strauss, and Target, have joined forces to develop software that makers of apparel and shoes can use to measure the environmental impact of their products and assign to each an “eco-value” similar to the Energy Star rating of appliances.

Known as the “Eco Index,” this software tool works by posing a series of questions to companies on their environmental and labor practices, including some questions directed towards the companies’ suppliers.  The software then assigns a score that represents a percentage of a perfect score.  The goal of the Eco Index is to showcase competing items in retail settings with various “eco-value” scores so consumers can easily factor sustainability considerations into their purchase decisions.  Firms like Timberland and Patagonia have publicly expressed their desire to move the conversation forward and gain consensus among similar companies so that an effective and meaningful eco index program can be implemented.

With the heavy use of chemicals and crude oil to produce and ship these items, apparel production takes a heavy environmental toll that warrants accountability.  While many consumers are increasingly motivated by sustainability concerns, it is often difficult for them to understand the environmental consequences involved in producing many of their favorite products.  If companies begin to report the environmental impact to create their products, and consumers react by choosing certain items over others on environmental grounds, companies may become even more motivated to improve their sustainability efforts.

For more information about the Eco Index, check out this article from The Wall Street Journal or this recently featured piece in Fast Company.