Sustainability and the Consumer

The Northwest Sustainability Discovery Tour8/10/10

The Noble Family of Companies

Noble Agency: A bold agency where creativity reigns—from life insights to strategy to the final creative connection.

CultureWaves®: Real-time behavioral evidence translated into relevant insights.

The Food Channel® Culinary Center & Studios: Great recipes, cooking how-to tours, and the latest in food trends and ideas from trained chefs.

The Future

The best way to predict the future

is to create it.

Peter F. Drucker

Who’s Driving Sustainability?

Corporate Impacting Sustainability

Whole Foods is pledging significantly stricter

labeling when it comes to organic or eco claims

Electrolux to Make Vacuums from Plastic

Ocean Trash

Coke to retail a chair created from 111 recycled plastic

bottles

Apparel Tags Now Promote Caring For Clothes AND Planet

Earth

Starbucks' Cup Competition Rewards Innovations for Reuse

Ford’s in-car system help’s drivers find the

“greenest route”

Culture Impacting Sustainability

Hip-Hop Star Pharrell Launches Jackets

Made From Recycled PET Bottles

Trendy NYC Eatery famous for grass fed beef has

“use-everything” ethos, offering leather bags

made from the skins of their house-butchered

livestockCelebrities Support “Meatless Mondays”

The Rise of “Eco Chic” & “Vegan”

Footwear

Edible Gardens in Schools

Global Sustainable Tourism gains traction

Green graduations: Cap and gown now

recyclable

Sustainability: The FUTURE/Energy

Nokia patents cell phone that

recharges itself by harvesting energy

from motion

Spray-On Solar Panels Could

Appear in Three Years

Is the ocean an untapped

energy source?

Car-Powered Supermarket Check

Outs

solar panels that mimic nature

Survey: Majority in US Ready to Change Energy Habits

Google buys 20 years worth of

wind energy at a set rate.

Sustainability: The FUTURE/Nature

Lilly Pads, or floating cities, airports and hotels to counter possible rising water levels

Vacuum Pod takes on urban transportation with zero

emissions

Invention Awards: Eco-Friendly Insulation Made From Mushrooms

Taking cues from Asia: 100%

biodegradable leaf packaging Arboform, a renewable

plastic that can be cast by machines, but acts exactly like wood

Four Opportunity AreasThe Wave: Corporate Hating

The Evidence Shows Us: Nothing Has Changed

The Wave: Virtual MergeThe Evidence Shows Us: Talk to Me Like a You Know Me

The Wave: Power Plays The Evidence Shows Us: Simply Said

The Wave: Giving BackThe Evidence Shows Us: Do It Anyway!

CultureWaves ©2008 Intuience, LLC. All rights reserved.

Big business listens when people start screaming.DEMAND FOR RESPECT

“I hate being treated like I don’t matter.”™

CORPORATE HATING™

Germany's Increasingly Powerful Seniors,

Fighting for Rights and Respect

No One Wants to Look Like a Banker in These Economic

Times

Show Your Employer the Economy Is Putting You on Edge

Website Ranks the Best and the Worst of Customer

Service

Younger Generation Upset by Older

Company Buying Out Finance App

The Netherlands Publish an Iran

Election-Awareness

Stamp

Frustrated Tweets are a Headache for

Airlines

Video Reveals that Amsterdam has Less Crime, Drugs and Violence than the

U.S. in Response to a Fox News Broadcast Calling the

City a “Cesspool of Corruption”

Poster Series Celebrates the Demise of the Newspaper, Pokes Fun at

Prada, and Calls Attention to Paris Hilton’s Poor Reading Skills

Nothing’s Changed

The Patron wants to believe that we can make a change in the world through

Sustainability, but they just haven’t seen the results. How do we offer the right amount of

information regarding our efforts, without appearing to be a brand that doesn’t actually

“make change”?

Nothing’s Changed

How Some Major Universities explain their Sustainable Efforts

Volunteering Is Down During the Recession

Social Media Convo’s reveal

industry talking to industry people

Some Consumers are asking what does the business model look like for a post-consumerist

society?


Where the actual world meets the virtual.TANGIBLE VIRTUAL EXPERIENCES

“I’m in the real world and I’m bringing the Internet with me.”

VIRTUALMERGE™

Foursquare Turns Socializing into a Virtual Game by Making Players

“Check In” at Physical LocationsPeople Becoming Less

Social in Reality and More Social Online

Bands Releasing New Singles on Apps and Video Games Before Music Stores

My Surface App Shows You Paint Colors and Textures

on Your Phone

Facebook Adds Relationship Reminders for

Forgetful IndividualsManor, Texas, Uses QR

Codes as Part of Tourism

Augmented Reality Gaming for Kids Allows Children to Interact with Virtual Objects on Real-

world Toys

Geosniffing Allows Tracking

Based on Location and Social Media

Sign-Ins

Google Sending QR Codes to Google Maps

Hotspots

Talk To Me Like You Know MePatrons today want to be closer than ever to the action. They don’t just want the information about in the locations they are in, they want the

back-story before they show up, and the conversation to potentially follow them out the door. How do we take our brands and increase their

Social Footprint?

Talk To Me Like You Know Me

Scale and ease of mobile mass will devastate

local media scene.

For the First time in Human History we have

the opportunity to actually be citizens of the

world. Burt’s Bees Asks people to find their inner Burt…with mobile access and on site

sales


Seeking admiration as a source of power.IN-CROWD PRESTIGE

“Not many people know what I know and do what I do.”™

POWERPLAYS™

A Legion of Web-Based Troublemakers

Known as “Anonymous”

Home Phones Become a Luxury

Cooking Lessons and School of Wine—All for the Educational Culinary

Experience

“Flash Mobs:” Spontaneous Dance

Sequences

High Demand for Skilled Labor Still

Exists, Despite the Recession

Estée Lauder Expands Value Product Line

Underground Journal is Part Entertainment and

Part Grassroots Activism

Website Reveals Famous TV and Movie-Filming Locations

$23,000 Pen Commemorates

Gandhi’s Life

Teen Bloggers Influence Fashion

Designers

Fabergé Launches First Jewelry Line in 90 Years

In London, Pickpockets Give Money Instead of Stealing It

Tween and Teen Fashion Let Kids Express Their Individuality

Silent Discos—Everyone Wears

Headphones

Simply Said

Patrons are more than a little confused when it comes to the terms we use as industry

insiders. They want to understand, but need it put in terms we can all understand. How

can we enable greater conversations by putting the information in the language of

real people?

Simply Said

Chefs growing their own ingredients in pots, on roofs, even on farms

started for the purpose.

'Green Box' Pizza Box with 4 plates

built-in

Method Wins Over Mainstream with

Simplicity and Innovation

Disney Offers Free

Park Admission for Those

Who Volunteer

Visualized Guides to

Philanthropy

UPS's New Green Label for Eco-Friendly Packages


GIVINGBACK™

Making the world a better place.SELFLESS REWARDS

“When you give, you also receive.”™

Campaign to “Adopt and Revive” Unused

Words

Economic Troubles Are Spawning Real-

Life Superheroes

College Housing Green Move-Out Program Collects

Donations for Local Charities

Kiva Begins Loaning to

U.S.A. Groups

Mobile Phones Become Tools of Economic Empowerment for the World’s Poorest

Selena Gomez Appointed the Youngest UNICEF Ambassador

Pop-Up Ad Agency Helps Small Businesses

Couple Celebrates Their 50th Anniversary by Installing

Gardens for Their Neighborhood

Company Sells Sandals Made of Recycled Tires in

Third World Countries

Pepsi® Uses Bowl Game Commercial Budget for

Crowdsourced Philanthropy

Helping Children Who Suffer Neglected and Rare Diseases

by Donating Used Video Games


Do It Anyway!

Doing the right thing hasn’t always made sense from a P&L point of view. But

today’s patron is closer to the notions that brands should be like people than they ever have before. If a person should do

the right thing, then shouldn’t a company?


Do It Anyway!

Panera Pay What You Want Non-Profit is a Sustainable

Business Plan, netting $100K profit in the first month of

operation.

People Choosing Not to Have Kids For

Sustainability Reasons

Walmart has awarded the World Resources

Institute a grant to help create a set of

accounting tools for companies to measure the carbon footprint of

their supply chains

Conscious Consumers Worry About Their

Water Footprint


FUN!Instead of getting hung up on the serious business underlying the sustainability movement, consumers today crave anything that alleviates the pressure of their everyday lives. They WANT relief!

They want to do the right thing, but they really don’t want to dwell on it…give them and yourself a break by relaxing on the doom and gloom parts of the planet falling apart and make it fun to fix something.


Thank You

Andy Ford417-849-5440Twitter @aford

[email protected]

For doing what you do, for your company, for the food industry, and for the world.

mailto:[email protected]

mailto:[email protected]

Sustainability and the Consumer

Business

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