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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

  35. but youre talking more about reaching them emotionally?

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

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

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

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

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

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

  42. of those, which is your favourite innovation case study ?

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

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

  74. its 8 o clock, welcome to tonight’s

 

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