The document discusses how brands are facing increasing pressure and expectations to address sustainability and social responsibility in the new age. It notes that while more companies are reporting sustainability data, the effect is unclear. Sustainability is now on the agenda of many C-suites and boards, but employees do not feel prepared. The document advocates that brands have the power to change the world by setting high sustainability standards for their industries, measuring the impact of their actions, and communicating their platforms appropriately.

1. Brands in a New Age
of Responsibility
Jez Frampton
Interbrand

2. Jez Frampton
Global Chief Executive Interbrand
Brands in a New Age of Responsibility

6. 52%
of green themed issues
of magazines sell
significantly less than
standard issues.
Source: Mediamark Research & Intelligence, 2009

7. Sustainability is
a “must have”
Regulation Responsibility Accountability
> > >

8. “What is required of
us now is a new era
of responsibility.”
Inaugural address of President Barack Obama; January 2009
7 | Interbrand and sustainability

9. we
from me to
8 | Interbrand and sustainability

10. Social pressure
is growing

11. Damned if you do,
damned if you don’t

12. Change

13. Increased
effort but…
More companies
now report
sustainability
37% 74%
2005 2008
data but to
what effect?
Source: KPMG, October 2008

14. Lack of
leadership
The few consumers
who do identify
leaders tend to
26% 35%
2007 2008
recall the same
brands.
Source: Consumers, Brands and Climate Change; The Climate Group, 2008

15. It’s on the
agenda but…
In most
organizations,
sustainability is
42.4% 18.5%
CEO Board
on the C-suite
agenda.
Source: The Vandiver Group study; May 2008

16. Are employees
ready?
Only 1 in 10
employees feel
prepared to
tackle the issue
head on.
Source: Corporate sustainability employee study, Fresh Marketing, 2008

17. 95%
of shoppers say they
would consider buying
a green product.
22%
of shoppers
purchased
green products.
Source: Deloitte/GMA Green Shopper Study, 2009

18. Crafting a new
understanding
Sustainability as Sustainability as a Sustainability as a
green noise differentiator table stake
> > >

19. Brand

21. 1
Segmentation
2Financial 3
Importance
4
Competitive
Analysis of Brand Benchmark
Intangible Role of Brand Strength
Earnings (EVA) Branding Index Score
Brand
Brand Earnings
Discount Rate
5
Brand Value

22. Influences
customer’s choice
Role of Higher level of
Brand future earnings
Value
A key
competitive asset
Brand Higher security
Strength of future
earnings

24. Doing well
by doing good

26. Brands have the
power to change
the world.

27. The medium
is the
message.
Toms gives back
what it takes.

28. Sustainable
from the
outset.
Method offers a new
standard practice and
model for its industry.

29. Core principles
realized.
7 of Aveda’s products
are completely
sustainable from
cradle to cradle.

30. Greenpeace
approved.
60% to 80% of Nokia’s
products can be recycled.

31. Reduce,
remove, and
recycle.
3M recognized and took
action to restore natural
resources.

32. Changing
negative
associations.
Xerox outperforms
competitors in
sustainable actions.

33. The way forward:
1. 2. 3.
Set the highest Measure the Communicate
standard for your impact of your your platform
industry actions appropriately

34. Brands will
change the world.