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October 22, 2013 Transcript of #CommsChat on sustainability

Last week, we were joined by Dimitar Vlahov (‏@dvlahov), director of content development for @sustainbrands who discussed the impact of sustainability on business and the upcoming Sustainable Brands conference in London.

Some highlights of the hour:

  •  ‏@dvlahov Brand is the soul of a biz, touches & is touched by everything a biz is & does. #Susty is essential quality of a corp identity
  • @businessgp If we put sustainability at heart of development it forces us to think differently so by default be innovative.
  • @dvlahov Yes, brand CAN change behavior through smart #design & #incentives. E.g. @Starbucks discount if you bring reusable cup
  • @PeggyatKC I think one crucial element is to get brands to rethink their higher purpose in their brand promise.
The full hour:
  1. 16h

    Thank you, Peggy, Andrew and everyone else who took part of followed this enjoyable chat! A true pleasure!

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  2. 16h

    Delight all stakeholders indefinitely, starting as soon as possible, in ways that nature can support forever 🙂

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  3. 16h

    TY for letting me join late!

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  4. 16h

    A vast collection of video & other content with key principles + innovation can be found at

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  5. 16h

    as always the transcript will be up on the CommsChat website tomorrow. Thanks evernyone for taking part.

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  6. 16h

    but please feel free to carrying on chatting with Dimitar, to whom i say a big thanks for guesting on tonight’s

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  7. 16h

    You must CARE and DARE in sustainability “ Lets have everyone’s manifesto – in 140 characters 😉 “

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  8. 16h

    Thats all I have time for – off to catch the second half of the Fulham game ;0)

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  9. 16h

    Evening all! We hope we are not too late to let you know its free to enter the :

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  10. 16h

    Great examples-add Interface “ Many in start small -> deep innovation “

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  11. 16h

    Yes, and many others are seizing the opportunity. We have over 190 speakers with amazing stories back in June

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  12. 16h

    Key is to be able to make biz case for deep – will bring latest at

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  13. 16h

    Lets have everyone’s sustainability manifesto – in 140 characters 😉

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  14. 16h

    in the remainging few minutes – heres a question for eeryone – topic 5 what’s still left to be done

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  15. 16h

    great brand names to check out – presumably their stories told at your conference? We’llshare the names too on t/rows transcript

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  16. 16h

    AGREE-BOTH! Does business need to make big or incremental changes for sustainable goals?

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  17. 16h

    Many in the community start w incremental changes, then discover deep innovation.

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  18. 16h

    RT Breakthrough ideal, incremental still a start. What is a MUST is holistic strategy

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  19. 16h

    On incremental vs. breakthrough changes – Breakthrough ideal, incremental still a start. What is a MUST is holistic strategy.

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  20. 16h

    Both! MT: : Does business need to make big changes or incremental ones for sustainable goals?

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  21. 16h

    Yes, 100%. It all starts w “Who am I and what do I stand for as a company?” Hence embedding susty in brand / identity!

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  22. 16h

    RT One last comment on behavior change – ‘s work on ‘meme science’ affecting behavior is showing the way

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  23. 16h

    One last comment on behavior change – and their work on ‘meme science’ as it affects behavior is showing the way

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  24. 16h

    with short media spans & grand gestures is pressure on co’s to follow a bigger-the-better policy rather than whats right fr brand

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  25. 16h

    RT I think one crucial element is to get brands to rethink their higher purpose in their brand promise.

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  26. 16h

    I think one crucial element is to get brands to rethink their higher purpose in their brand promise.

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  27. 16h

    Been impressed w and her China Dream & others working to ‘re-program’ cultures so susty is desired. It’s possible!

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  28. 16h

    Let’s move to topic 4. Does business need to make big changes or incremental ones to pursue sustainable goals?

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  29. 16h

    It’s sublte but crucial (pure gold when done) to understand how to embed purpose & susty in brand in holistic susty strategy

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  30. 16h

    you mention . Heres a co that was much criticised for using unsustainable palm oil. Did they learn lessons from that?

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  31. 16h

    Yes, leaders who ‘get’ the value of embedding susty in the conversations they drive are all regulars.

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  32. 16h

    RT Yes, brand CAN change behavior. E.g. discount if you bring reusable cup.

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  33. 16h

    Making susty-driven products & services something to aspire to, or weaving them into cultural norms, is key.

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  34. 16h

    Yes, brand CAN change behavior through smart & . E.g. discount if you bring reusable cup.

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  35. 16h

    Do you have many internal comms professionals speaking at the conference? What lesson lessons on behaviour can they learn?

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  36. 16h

    Yes, absolutely. Both shared details @ . See for slides

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  37. 16h

    but youre talking more about reaching them emotionally?

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  38. 16h

    I know that many of our regulars think the only way to change behaviour is through reaching audiences digitally 😉

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  39. 16h

    Leaders can be found in any conference program by – e.g. next month’s

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  40. 16h

    sorry that should have read can a brand change consumer OR internal behaviour around sustainability

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  41. 16h

    Let’s move to topic 3, can a brand change consumer on internal behaviour around sustainability

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  42. 16h

    My favorite case study changes constantly – many exciting ones poopping up! Amazing to learn from all.

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  43. 16h

    perhaps you can fish out a link on that research before we finish tnight?

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  44. 16h

    Powerful research out of , demonstrates BIG markets in orienting core product to unmet social needs

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  45. 16h

    of those, which is your favourite innovation case study ?

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  46. 16h

    Also among many others leading the community in product innov for susty

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  47. 16h

    that’s a good point, companies have no choice but to reexamine conventional practice.

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  48. 16h

    Easy to see MANY ways to deliver value more sustainably with lens on. We don’t need products as such, but their value.

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  49. 16h

    in terms of product development – Dell seems to put sustainability central, and in turn that has been reflected in their products

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  50. 16h

    On , excited to host some promising ones next month @ – , & others

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  51. 16h

    If we put sustainability at heart of development it forces us to think differently so by default be innovative.

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  52. 16h

    Sure! A small question? Or?

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  53. 16h

    Definitely, welcome Marc /

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  54. 16h

    Yes, though Apple recently fell multiple places in a global ranking on CSR reputation, which reflects loss in overall brand value

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  55. 16h

    Space for a small one?

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  56. 16h

    Susty clears view of need for unmet social and env needs & the potential for entire new markets, eg

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  57. 16h

    yet look at Apple & – stock is riding high, customer loyalty is strong, yet criticised for sustainability

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  58. 16h

    Susty helps a biz not miss the forest for the trees. Opens up whole life cycle view of a product or service -> innov

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  59. 16h

    Yes, exactly, It is starting to catch up with many. Examples include Apple, and many others

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  60. 16h

    lets move onto topic 2 – how can sustainability foster innovattion and product development?

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  61. 16h

    Brand value is sum total of many forces, being one of them. But a mighty growing one, as recent research shows

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  62. 16h

    We are starting to see a susty premium in brand value due to need to align entire identity with susty needs & demands

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  63. 16h

    is it just that time will find these brands out? that brand evolution hasnt caught up with them yet?

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  64. 16h

    but there are many companies that seem to have strong brand values, yet criticised for their lack of sustainability awareness?

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  65. 16h

    Yes, many examples, from to to – community convenes hundres of ’em

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  66. 16h

    Exactly – hard to have trust, loyalty and overall stakeholder respect, ultimately, if unsustainable

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  67. 16h

    can anyone think of any good examples of brands that align their sustainability with their brand values and identity?

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  68. 16h

    Brand is the soul of a biz, touches & is touched by everything a biz is & does. is essential quality of a corp identity

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  69. 17h

    “: It can only play a part if it’s a genuine strategic priority.”

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  70. 17h

    don’t forget the hashtag, Dimitar, we won’t be able to follow your comments.

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  71. 17h

    plays a huge role in brand as it speaks to org’s values & identity – crucial as role of biz in society evolves all around!

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  72. 17h

    Lets take it one stage back – Dimitar, what do we mean by sustainability in a brand context?

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  73. 17h

    i have a very sticky tweetchat tonight. heres our first topic, : Topic 1. What role does sustainability play in brand value?

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  74. 17h

    And so, our first topic, : Topic 1. What role does sustainability play in brand value?

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  75. 17h

    An so saying, I’m andrew thomas, publishing editor do communicate magazine. Welcome Dimitar, welcom all.

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  76. 17h

    A pleasure to be here – thank you for hosting this conversation!

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  77. 17h

    please feel free to join in, but its always nice to make your first tweet one of introduction.

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  78. 17h

    : looks at all aspects relating to communications, When: Mondays, 8:00pm UK.

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  79. 17h

    with us we have Dimitar Vlahov, , director of content development for . we’re talking sustainabiilty

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  80. 17h

    its 8 o clock, welcome to tonight’s

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