Green Giants: What Underlies the Success of the World’s First Billion-Dollar Sustainable Brands, and How Others Can Catch Up

1. Freya Williams | @freya1
Author
Green Giants: How Smart Companies Turn Sustainability into Billion Dollar Businesses
Green Giants: What Underlines the Success of the
World’s First Billion Dollar Sustainable Brands, and
How Others Can Catch Up

2. E FREYA WILLIAMS

3. WHAT’S THE
BUSINESS CASE
FOR
SUSTAINABILITY?

5. $1B
(THAT’S BILLION WITH A ‘B’)

7. THE NEW WORLD
ORDER

8. ANNUAL
REVENUE
$100
BILLIO
N
(PRODUCTS FOR A
MORE SUSTAINABLE
LIFE AT HOME)
(FLYKNI
T)

9. GREEN GIANTS
DEFINITION:
9 COMPANIES THAT
MAKE OVER $1BILLION
IN ANNUAL REVENUE
FROM PRODUCTS OR
SERVICES
WITH SUSTAINABILITY

10. IF ECOMAGINATION
WERE
A STANDALONE
COMPANY
IT WOULD QUALIFY

11. UNILEVER’S
PURPOSE-DRIVEN
BRANDS ARE
GROWING 2X THE
REST

12. TOYOTA STILL
COMMANDS MORE
THAN 50% OF THE
US HYBRID MARKET
14 YEARS AFTER

13. 11.7
%
amount by which Green Giants’
stock outperformed comparison
companies annually between
June 2010 and April 2015

14. $3,25
1
$1,93
2
GREEN
GIANTS
COMPETIT
ORS
$1000 over 5
years…

15. THE SIX COMMON
FACTORS
THE
ICONOCLASTI
C LEADER
1 DISRUPTIVE
INNOVATION
2 A PURPOSE
BEYOND
PROFIT
3
BUILT-IN NOT
BOLTED ON
4 MAINSTREAM
APPEAL
5 A NEW
BEHAVIORAL
CONTRACT
6

16. 1THE
ICONOCLASTIC
LEADER

17. THE ICONOCLASTIC
LEADERS
TAKESHI
UCHIYAMAD
A
FORMERLY
CHIEF
ENGINEER,
NOW
ELON MUSK
CEO &
CHIEF
PRODUCT
ARCHITECT
HANNAH
JONES
CSO
STEVE
HOWARD
CSO
JOHN
MACKEY
FOUNDE
R & CO-
CEO
PAUL
POLMAN
CEO
JEFFREY
IMMELT
CHAIRMAN
& CEO
ANTÔNIO
LUIZ DA
CUNHA
SEABRA
CEO
STEVE
ELLS
FOUNDE
R & CO-
CEO

18. CONVICTIO
N
2.
COURAGE
3.
COMMITME
NT
4.
4Cs

19. 2DISRUPTIVE
INNOVATION

20. MAKE IT BETTER, NOT JUST
GREENER
1.0 2.0

21. 3A PURPOSE
BEYOND
PROFIT

22. NAME THAT COMPANY?
To build shareholder value by delivering pharmaceutical and healthcare products,
services and solutions in innovative and cost effective ways
To maximize long‐term stockholder value, while adhering to the laws of the jurisdictions
in which it operates and at all times observing the highest ethical standards.
Our goal is to be a superior investment for our shareholders through the production,
transmission & distribution of electricity, natural gas and natural gas liquids to
customers in the United States
Create value for shareholders through the energy business.
The purpose of the X Company is to earn money for its shareholders and increase the
value of their investment. We will do that through growing the company, controlling
assets and properly structuring the balance sheet, thereby increasing EPS, cash flow, and
return on invested capital.

23. NAME THAT COMPANY
REDUX?
To create a better everyday life for the many people
To bring inspiration and innovation to every athlete in the world*
*If you have a body, you are an athlete.
To make people feel good about themselves, about others and about the natural
environment and the whole of which we are part
To help expedite the move from a mine-and-burn hydrocarbon economy towards a solar
electric economy
To make sustainable living commonplace

24. THE PURPOSE PARADOXTM*
Companies that pursue
purpose are more profitable
than those that pursue
profit alone
*Joke

25. WHY
DOES
MY
BUSINES
S EXIST?

26. WHY
DOES
BUSINES
S EXIST?

27. 5MAINSTREAM
APPEAL

28. 27

30. 29

31. 30

33. WHO’S
NEXT?

34. THE
NEXT
BILLIO
NS

35. www.GreenGiantsBook.com
freya@wearefuterra.com
@freya1
#GreenGiants