Sustainability Strategies in Food and Drinks

This report addresses how sustainability is reshaping the competitive landscape and identifies what companies can do now to capitalize on sustainability-driven changes and to position themselves favorably for the future. It also identifies challenges, such as greenwashing and green fatigue, which can compromise ability to develop a successful and credible sustainability strategy.Understand what green consumers expect to see from sustainable brands and compare different communications strategies to convey messages effectively.Assess different types of sustainable packaging and identify strategies for developing a successful sustainable packaging proposition.Identify the tactics used by leading sustainable brands to maximize their sustainable credentials and get credit for doing so from consumers.Evaluate the benefits of sustainability: fewer barriers to price premiums, lower costs, competitive advantage, and the bonus of early market entry.Understand how to use different forms of social media to convey your brand’s sustainability values and messages in the most effective way.Despite the fact that many companies utilize social media for PR and general marketing, a high proportion fail to use it to engage the public in sustainability campaigns. However, social media can increase consumer awareness of environmental issues and product solutions – the biggest barrier to sustainable consumption.Responsible manufacturing practices are increasingly considered a pre-requisite for ‘good’ business. Companies are trying to green their operations to reduce their carbon footprint along with developing better working conditions. Using a life cycle approach to innovation is crucial to identifying opportunities throughout the supply chain.Consumers evaluate product packaging to verify it is sustainable, and many countries have legislated to reduce packaging waste. In time sustainable packaging will be seen as a basic product requirement like pricing and product performance. Resource efficient packaging bolsters sustainability credentials and delivers cost savings and competitivenessWhat’s the business case for sustainability and how are leading companies building it in to their strategy and innovations programs?How can I use social media to enhance my sustainability strategy and what are the examples of best practice?How can I communicate my sustainability strategy effectively and avoid falling into the trap of so-called “greenwashing”?What are the best product-level strategies for developing sustainable products and brands that stand out from the competition?What are the most effective sustainable packaging strategies?

Table of contents

* EXECUTIVE SUMMARY
o What is sustainability?
o The business case for sustainability
o Strategic approaches to sustainability
o Communication
o Sustainability 2.0
o Product level strategies
o Sustainable packaging
* What is sustainability?
o Summary
o Introduction
o A brief history of sustainable development
+ Consumption is outstripping bio-capacity
o So what does sustainability mean?
o Sustainable production
* The business case for sustainability
o Summary
o Introduction
+ Definitions of sustainability as it applies to business
+ The triple bottom line
o Sustainability creates value
+ Sustainability’s sphere of influence
+ Meeting the needs of stakeholders
o What’s included in a good sustainability strategy?
o The business case for sustainability
+ Green and competitive
o Different industry views of sustainability
+ Sustainability is integral to value creation
+ The topic of sustainability is still clouded in confusion
+ Commitment to sustainability is not waning in the current economic climate
o What sets the winners apart?
* Strategic approaches to sustainability
o Summary
o Introduction
+ Strategic sustainability in action: Whole Foods Market
o Focusing on the right issues is imperative
+ Identifying, prioritizing and addressing the issues
o Key competencies of sustainability leaders
* Communication
o Summary
o Introduction
+ Credibility is the key to success
+ Other communications challenges
o Top down and all the way
+ Engagement at the top
+ Employee engagement
o Transparency
+ Reporting frameworks
o Know your audience
o Maintain focus on core product characteristics
+ Core consumer values
+ Applying core consumer values to sustainability strategies
o Educate consumers
+ Using the Internet to educate
+ Educating consumers about eco-certification
o Make it positive
o Avoiding greenwashing
+ What is greenwashing?
+ What motivates companies to greenwash?
+ The “seven sins” of greenwashing
+ Why does it matter?
+ Weeding out greenwashing
+ How to avoid greenwashing?
o The power of cause-related marketing and strategic partnerships
+ Strategic partnerships
* Sustainability 2.0
o Summary
o Introduction
+ Who’s using social media?
+ Social media encourages collaboration and engagement
+ The social media sustainability index
o The social media toolkit
+ Websites
+ Blogs
+ Videos
+ Facebook
+ Crowdsourcing for sustainability initiatives
+ Online communities
o Social Media Case Studies
+ Stonyfield
+ When things go awry – learning from Nestlé’s mistake
o Making the most of your social media toolkit
* Product level strategies
o Summary
o Introduction
o Organic
+ Case study: organic baby food
o Fairtrade
+ Divine Chocolate
o Go local
+ Retailers are capitalizing on the go local trend
+ Case study: Tyrrells
o Responsible manufacturing practices
+ Case study: Kettle Foods
o Sustainable harvesting practices
o Sustainable by acquisition?
* Sustainable Packaging
o Summary
o Introduction
+ Characteristics of sustainable packaging
o Sustainable packaging strategies
+ Recycled Content
+ Close the loop
+ Source reduce
+ Reusable and refillable
+ Compostable
+ Explore new materials
o Promotion is still critical
+ Stella Artois’ sustainable packaging campaigns
+ Effective on-pack communications
* Conclusions: key sustainability strategies
o Key sustainability strategies
+ (Untitled sub-section)
* Appendix
o Glossary
o Bibliography
* FIGURES
o Figure: Principles of sustainable production
o Figure: The evolution of sustainability
o Figure: The triple bottom line
o Figure: Sustainability and the value chain
o Figure: Sustainability’s sphere of influence
o Figure: Key sustainability competencies
o Figure: Industry reasons for addressing sustainability issues, % of respondents
o Figure: Industry views on where sustainability matters, % of respondents
o Figure: Responsive and strategic approaches to sustainability
o Figure: The social media toolkit
o Figure: Starbucks blog: engaging users with leader board and status updates
o Figure: SunChips’ successful public service announcement tackled the noisiness of its compostable bag
o Figure: Yeo Valley’s popular 2010 ad
o Figure: Tetley’s recent Facebook campaign
o Figure: Starbucks’ successful Betacup challenge
o Figure: Stonyfield’s blog: reinforcing the brand’s sustainability credentials
o Figure: Stonyfield’s popular Farm Cam brings customers closer to farm life
o Figure: Meet Stonyfield John
o Figure: Stonyfield’s recent rap video – part of the I Love Organic campaign
o Figure: The Organic Moment campaign
o Figure: The many “faces” of Stonyfield
o Figure: Greenpeace’s successful campaign against Nestlé
o Figure: Making the most of your social media toolkit
o Figure: Major players in the growing organic baby food market
o Figure: Upcycle with TerraCycle – Ella’s Kitchen initiative
o Figure: Starbucks’ understands the importance of closing the loop
o Figure: Examples of simple but effective source reduction strategies
o Figure: Kenco’s lighthearted approach its new refillable packaging proved effective
o Figure: The world’s first 100% compostable chip bag
o Figure: Sustainable packaging will not sell itself – promotion is still critical
o Figure: Simple but effective uses of on-pack communications
Report
Published by
Business Insights
Published on
30 Sep 2011
Product code
BI00055-013
Pages
139
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