New Collaboratory Forming to Strengthen Sustainability ‘Pull Factor’

New Collaboratory Forming to Strengthen Sustainability ‘Pull Factor’

Sustainability can often feel like a selling point that we push onto consumers; only a small portion of brands are truly sought out for their sustainability attributes alone. Creating lust, craving or desire for sustainability requires a deep understanding of the core human emotions that drive action, and a knowledge of how to reliably elicit these emotions in a market setting.

On day one of SB’18 Vancouver, the Dynamics of Desire workshop highlighted those few brands that have successfully created a sustainability ‘pull’ towards their products.

Virginie Helias, VP of Sustainability at Procter & Gamble, discussed two product stories Pantene’s line of shampoo bottles created with plastic made from sugarcane, and Head & Shoulders’ bottlescreated from recycled beach plastic. While both initiatives were driven by passionate leadership, Pantene’s sugarcane bottles fell flat in the market. Helias attributes Head & Shoulders’ contrasting success to the compelling story associated with the product that created a ‘pull’ from the market — the Head & Shoulders campaign shared with consumers how the plastic was methodically collected, and invited them to take part in the plastic-collecting process.

Lush Cosmetics is known for embedding sustainability in the core of its brand. Whenever possible, Lush products are entirely ‘naked’ (packaging-free). Lush minimizes packaging but still pulls consumers to want products by creating a novel solid option for most liquid product offerings. Lush has further captured consumer interest with its #gobothways campaign, allowing consumers to compare packaging options in-store and take an environmental quiz on the benefits of both options to win products.

These brand success stories have tapped into certain core human dynamics, summarized by BBMG’s Raphael Bemporad as tribalism, craving, novelty-seeking, identity formation and social status.During the workshop, Bemporad further explained the unique position that brands hold in leveraging these dynamics:

“Brands sit above business models, business systems and design of the value chain.” He explained. “They are also vessels for stories — creating culture, meaning and identity. Brands are the only vehicle that uniquely bring together these systems and stories, and the intersection of these two drivers allows us to create the world we seek.”

Bemporad revealed a new Sustainable Brands initiative that will leverage the unique cultural position of brands to drive a more sustainable future. The #Brands for Good collaboratory will be a journey of learning and practice among participating brands, with the goal of better applying the dynamics of human desire to sustainability issues. The first project of the collaboratory, the Pull Factor Project, will leverage input from participating brand experts to design an actionable toolkit for marketers and brand leaders to create communications that can shape culture towards desiring sustainable lifestyles.

The announcement of the collaboratory at the Dynamics of Desire workshop last week inspired significant interest, and organizers are still hearing from interested parties. To learn more about the process behind the collaboratory or to join BBMG, P&G and other brands, get in touch with Sustainable Brands.

Source: Sustainable Brands

Leave a Reply

Dilek Bil spent 33 years in both corporate and entrepreneurial ventures.

Worked 10 years in banking for American Express Bank, BNP-Ak-Dresdner Bank and Société Générale. Her years in financial industry were mostly concentrated on introducing new and innovative financial instruments to help grow volume of trade finance, especially for food and  agricultural products to catalyze  a shared value economy.

Co-founded Kangaroo İletişim in 1994, a brand strategy and advertising agency, worked with international brands such as Volvo, VW and Garanti. End of 2011, spun-off advertising and re-structured her business as  a sustainability consultancy and communications agency. She currently advises companies in creating, defining, building, measuring more purposeful businesses, strategies, brands and compelling communications.

Dilek Bil also serves on the Board of Akmerkez Gayrimenkul Yatirim Ortakligi AS., where she leads the ‘Risk’ and ‘Corporate Governance’ committees.

Dilek Bil created and anchored a weekly TV show on Cnbc-e, named  “Sürsün Bu Dünya”. She interviewed more than 40 opinion leaders  -corporate CEO’s, policy makers, academicians, NGO presidents-  to encourage and show them a new direction of  a sustainable economic model with market opportunities and profitabilty.

Dilek Bil is among inspirational leaders in women empowerment and sustainability, in pursing her task, she also presents at conferences  as well as to students.

Dilek Bil has been actively working in civil society:

Recipient of the “2017 Women of the Decade in Media and Social Change” award by the Women Economic Forum.

Honorary board member and former president of KAGIDER (Women Entrepreneurs Association of Turkey).

Founding member and the Vice-President of FODER (Financial Literacy and Inclusion Association of Turkey).

Member of the board of trustees WWF-Turkey.

Member of the Strategic Advisory Group for International Council on Women’s Business Leadership.

Former board member of Turkish-British Business Council of DEIK.

Works closely with many civil society organizations: UNSDSN
German Bioeconomy Council, ALL Ladies League

Dilek Bil is an amateur in gastronomy and oenology.

Board member of Accademia Italiana della Cucina.

Founding member of 28-year-old Wine Association of Turkey,

Dilek Bil graduated from Northport High School-New York and has a BA degree from University of North Texas U.S.A., married and has a son.