Towards Sustainability: Designing brands for a better tomorrow

Helen Hughes, Sustainability StrategistDesign Day 2010, Norwegian Design Council , 17th March 2010

Towards sustainabilityDesigning brands for a better tommorrow

2© Design Bridge

Creative entrepreneurs

2

With an eye on the issues

3© Design Bridge

Towards sustainability

3

Designing brands for a better tommorrow

4

Environmental (planet) Economic (profit)Social (people)

© Design Bridge 4

The key impactsIt’s not about one thing or the other

5© Design Bridge 5

Our approach: a strategic decisionIt should be at the core

6

New, complex challenges in the marketing brief

Increasing costs Market forces Growing consumer concern

7© Design Bridge 7

Our approachStrategic A roadmap encompassing short, medium and long-term goals

8© Design Bridge 8

Taking consumers on a journey:

“The important thing here is being ahead of them.”

Brand green:10 features for success’ Forum for the Future

9© Design Bridge 9

Our philosophy: pull not pushIdentifying tangible benefits

10© Design Bridge 10

A catalyst for

breakthrough innovation rather than a barrier.

Brand green:10 features for success’ Forum for the Future

11© Design Bridge 11

No-one said it was going to be easyNot about one-off activity

12© Design Bridge 12

But it can be rewarding Leadership opportunities

1313

Our approach: a strategic decisionEvident throughout the brand

© Design Bridge

14© Design Bridge 14

No-one said it was going to be easyWe’ve got to be in it for the long haul

15© Design Bridge 15

But it can be rewarding Consumer trust and new marketsNGO and local community endorsementEarlier involvement in supply chain innovation programmesRecognition via trade awards

Thank you

Intellectual propertyPlease note that the contents of this document are for demonstration, comparison & review and may not be reproduced in any way.