Kierstin DeWest SHIFT Report Compost Modern

Design and Sustainability Storytelling

Understanding the cultural shift to sustainability: the sustainability + people + brand equation

HOW TO TELL YOUR SUSTAINABILITY STORYAND THE ROLE FOR DESIGN

TWITTER @hellokierEMAIL [email protected] www.ci-shift.com

The S-Word


The S-Word


About Ci

Ci is a strategic brand & research consultancy specializing in thecultural shift to sustainability and the relationship between

sustainability, people, culture & brands. We’re 8 years old.

We believe sustainability is a tool for innovation.We produce research and insight for innovation, business success

and positive change: The SHIFT Report



SustainabilityMeeting our current needs without screwing up the

potential for the future to meet theirs.


Headlines

• Green is not the color of sustainability: Green is not the mostpressing sustainability issue for North Americans but isleapfrogged by issues in the personal and social sustainabilityspace: community connection, employee treatment, local,fair trade, spiritual contentment....

• Personal and Social Sustainability : The # 1 sustainabilityissue for North Americans is “feeling connected to my friends,my family, my community”. (87% of North Americans)

BIG PICTURE THINKING


Headlines

• Context: The importance of looking at green/eco relatedissues in context of consumers overall sustainabilityrelationship.We’re selfish - and look to ‘me’ first.But we want to be part of the ‘we’.

• Proof is in the pudding: Product design and packaging areamong the most important indicators of a brand’s sociallyresponsible behavior.

PLANNEDOBSOLESCENCEPISSES US OFF!

COMMUNITY IS KING!

What does this means for designers?For brands and their designers?

It’s important for them to define and tell theirsustainability story. (Authentically)

Characteristics that I look for when determining if a brand issocially responsible or not

‘Made to Last’is the top product design

characteristic (82%) people look towhen determining if product is

socially responsible or not.


Labeling language that indicates‘produced locally’ (57%)

is more important than labelinglanguage that indicates ‘certifiedorganic’ (34%) for people when

determining if a product is sociallyresponsible or not.


Rules of Engagement: How people feel about marketing‘social responsibility’

2. AUTHENTICITY + ALIGNMENT

1. AVOID KNEE JERK GREEN

Green might be the color of your sustainability story,but it might not be.


AUTHENTICITY?

OR CATEGORYCONVENTION?


Thanks for listening! @THESHIFTReport

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[email protected]@hellokier

604.877.1277

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Kierstin DeWest SHIFT Report Compost Modern