ASK BIG, SCARY, WORLD-CHANGING QUESTIONS

This article is written by Thomas Kolster, founder of our new collaborative partner firm, Goodvertising Agency.

Creativity is needed more than ever to bring sustainability to our world. For brands, creating sustainable success begins with a simple premise—ask huge questions.

One word your brand must own: Sustainability

In 1992 at the UN Earth Summit in Rio de Janeiro, a 12 year-old girl by the name of Severn Cullis-Suzuki delivered a speech that silenced the room with its apparent frankness, “I’m only a child, yet I know that we’re all in this together and should act as one single world towards one single goal.” Her delivery was devoid of politics and, even without uttering it aloud, asked a simple but scary question: What are you doing to help?

There’s much to learn from this girl’s implicit question, especially if you are in the process of transforming your run-of-the-mill brand into a sustainable brand, your run-of-the-mill business to a sustainable business. There’s much to learn from looking at the world from a child’s curious and straightforward perspective. Ask a question—a big one—as children do without fear. Something juicy like: What difference does your company make for people or the planet? What is your relevance in a sustainable world?

NEW WORLD—NEW VALUES

For the last two years, my team and I have compiled hundreds of sustainable communication case studies from all over the world for my book, Goodvertising. One of the things we learned was how few brands have truly embraced sustainability as an entrenched organizational value. Here we are, in the midst of among the biggest business transformations in history, and most businesses are plodding along unawares. Just because consumers today aspire to drive Ferraris, does not mean our children won’t dream of owning a Tesla. Consumers are expecting more responsibility and more sustainability from brands every day. Brands need creativity more than ever to prepare themselves for the new sustainable market?

WHY ARE WE MAKING CARPETS THAT HARM THE PLANET?

A question kickstarted the journey of one of the most recognized sustainable brands: Interface. Its founder, Ray Anderson, wasn’t a born tree-hugger, but in his company a group of employees wanted to make a working group on Corporate Social Responsibility. He knew very little about CSR and decided to read a few books to prepare an inspiring talk for his team. This led him to a simple, game-changing question, “Why are we making carpets that harm the planet?” This vision has since propelled his business forward and into the top tier in its industry.

WHAT DOES YOUR BRAND OWN?

If you want your brand to make a difference, you have to approach change with creativity. Begin by questioning your business, your brand, your product offerings, your target audience and your stakeholders. The entire sustainability agenda is complicated, but ideally your brand promise or communication shouldn’t be. Your brand must have a simple reason for being that’s bigger than itself. Bodyshop owns animal rights and Method owns green cleaning. The brand that owns sustainability in its category will be tomorrow’s winner. Consider the battles which have already begun for the green throne between the powerhouse brands of the world. No longer are we seeing them saying, “Whatever you can do, I can do better.” It’s morphed into, “Whatever you can do, I can do greener.” If you want to stay relevant, you must own sustainability like Heinz owns ketchup.

DEAR BRAND, MEET YOUR BETTER HALF

Some brands have successfully integrated sustainability into the core of their brand like IBM’s Smarter Planet, which cleverly integrated IBM’s well-known ingenuity with sustainability. It should be a natural meeting between your brand and the world-bettering vision of your brand. The same applies to your campaign activities. The beer brand Corona—associated with sun, beach and fun—launched a beach cleaning effort in Spain where the collected garbage was turned into a hotel. Celebrities were then invited to spend the night. This is a simple campaign, which fits the brand and activates an easy-going beach crowd in a fun way.

WHAT’S YOUR BIG, SCARY, WORLD-CHANGING QUESTION?

Some companies are beginning to raise the bar by asking even bigger questions than that courageous and creative 12 year-old in Rio. Some of the world’s most prominent business leaders are questioning the role of publishing quarterly results, arguing that they shift focus towards short-term profits, drowning out long-term results and superseding the need to think more sustainably. We must realize that a sustainable future is a long game. We must be patient. It is a fundamental structural change. A habit of questioning the status quo and the assumptions you hold is essential to creativity and innovation and, therefore, to your business staying relevant. What is the point in asking yourself questions to which you already know the answer?

Ask big, scary, world-changing questions instead. They are timely and necessary—and fast becoming profitable, too.

The article was first published on Fast Company.

Where is the best place to start-up your (Sustainable) business: Copenhagen, Denmark vs. Colorado, USA

Let’s Talk Starting up in different countries, shall we?
Lizelle Van Vurren interviews me (Sandja Brügmann):


(L) Would you say it’s easier being an entrepreneur in Copenhagen vs Colorado?

(S) I would say that it is much easier being an entrepreneur in Colorado, and I would think in the US in general over Copenhagen and Denmark.

(L) It surprises me to hear that! What are the key differences?

(S) This is due to many factors such as on the overall cultural differences and mindset of the two countries, to governmental structures, and all the way down to people’s culturally behavioral values, and the actual LOHAS industry I am focused on [LOHAS stands for: lifestyles of health and sustainability]. I have found my business community in Boulder, CO and nation-wide in the US in general to be extremely supportive, generous and helpful.

(L) Can you say a bit more about the differences in mindset, cultural differences and governmental structures of the two countries – and how these influence the entrepreneurial start-up environment?


(S) 1. Governmental interference, taxation and paperwork structures:

The politicians in Denmark say they want to focus on making Danish business culture and environment more fertile for entrepreneurial creators, but I do not quite see them understanding the high barriers standing in the way to make this a reality. High taxation, bothersome paperwork structures from VAT to taxation laws (substantially more complicated than the US tax laws), and costly price of services – all high interference roadblocks. As a start-upper you just do not have the kind of time and resources required to maintain this kind of minimum structure.

The US on the other hand has minimum governmental interference, which also means simpler reporting and paperwork as well as simpler taxation structures, and cost of services is relatively low – low barriers of entry as an entrepreneur.


2. Abundance versus scarcity as cultural mindsets and social culture:

The US is founded on the ‘American Dream’ – and if you have an idea and work hard, anything is possible (it’s an entirely other topic if this American dream is indeed still flourishing), as such people depend on other people to succeed, and we are all in the same boat. In my experience of my 16 years in the US, there is a mindset of camaraderie and abundance, where people are extremely open and supportive. I have been connected to collaborative partners and clients without even having to ask. I see this as an abundance mindset.

People in Denmark are not known to be a friendly, open and helpful people – and in my experience that stereotype has proven correct. Danes tend to keep their networks closed and off limits. It is only a rare Dane, who will welcome you with an open mind, and think about your needs without their own benefit. That said, those people do exist, and I have met incredible people on my path – like attract like – and after my now 2 years in Copenhagen, I can honestly say that I have an incredible and supportive network of likeminded doers and visionaries. However, I believe it’s a rarety.

Furthermore, when I moved back to Copenhagen two years ago after having lived in Boulder, CO for 16 years – and with 10 years behind me as a successful entrepreneur and business owner, I was not met with an ‘awesome, so what’s your plan with your business now you are home’ – I was met with a scarcity mindset –more like ‘can you survive as a small-business owner’ mindset.

In the US I almost only meet people, who show genuine passion and interest when I share my passion and business vision. Just very different mindsets and cultures. Expanding beliefs and thoughts create exactly that – expansion. And the opposite is also true.


3. What’s the driving force, when there is no burning platform:

It’s quite comfortable in Denmark, and there is no need, so to speak, to work hard and create something from scratch. Being an entrepreneur requires a fearless and courageous attitude and a burning desire to do something better, new and to create. Danes are just too comfortable and contented – the driving force for change is almost non-existent.

What I will highlight as extremely positive about Denmark is the balance between work and family life, and the way children are integrated into life everywhere. People in Denmark strike me as being very good at living and ‘being.

In the US there is a high level of burning platform – there is no social and financial structure and safety net to catch and support you. Each person create their own safety and security parameters through hard work.

So I would say, if you have the choice between being an entrepreneur in CO versus Copenhagen, I’d chose the US for all the reasons I’ve stated– however, that said, I am truly thriving in my new life and home base of Copenhagen. And I feel extremely fortunate to do business in both the US and Denmark, and the larger European markets. I feel I have created an exciting work- and personal life. I would not want it any other way.



Lizelle Van Vurren, founder of Emspot and Start-Up Denver in the US, and I (founder of Refresh Agency) have many commonalities - among them, entrepreneurial small business owners with a global mindset, Colorado lovers and mindful business & lifestyle advocates. This Q&A topic was inspired by a Tweet from Lizelle asking me which place is better to start a business - Copenhagen or Denver. A question deserving more than 140 charachters in a Tweet, we decided.

Q&A interview by Lizelle Van Vurren was initially published on @emspot

This Q&A was also published on LOHAS blog - leading trade media in the industry of Lifestyles of Health and Sustainability in the US.

[THIS IS WATER]

 A good bit of wisdom.

Thanks for sharing @stevejennings1 - my inspiring new co-creation & co-action partner at "Food You" movement born at www.rebuild21.org @Rebuild21 conference in Copenhagen last week.

#livefrompassion #purposedriveninnovation #startwithwhy #co-create #co-action #collaboration #knowledgesharing #enlightenedleadership #innovativegrowth #sustainabilitymindset

Are Marketers Underestimating Consumer Interest in Good Cause Business?

 New research released last week by the World Federation of Advertisers (WFA) and Edelman shows global marketers overwhelmingly agree that "purpose" will be increasingly important to building brands in the future.

Putting Purpose Into Marketing also reveals that consumers and marketers are sometimes divided when it comes to their perceptions of "purpose" and how it acts as a driver of purchase decisions. While both tend to agree that "purpose" is defined as "protecting and improving the environment," "positively impacting local communities" and "having ethical business practices," marketers underplayed emerging consumer concerns and failed to identify the markets where consumers are most driven by brand purpose.

Presented as part of the Global Marketer Conference in Brussels last week, the study identifies the extent to which marketers believe that consumer decision-making is prompted by brand purpose, as well as gaps and business opportunities. The aim was to reveal the flip side of the coin explored by Edelman's goodpurpose survey, which explores consumer attitudes around social purpose, their commitment to specific societal issues and their expectations of brands.

Marketers strongly acknowledge the growing importance of purpose: 88% agreed or strongly agreed it would be "increasingly important to building brands," 83% that it is "important for a brand to have a sense of purpose" and 81% that it was "a business opportunity." However, when comparing their responses with Edelman's consumer data, marketers seem to underestimate the extent to which consumers said they supported good causes (46% of marketers said consumers support good causes vs. 60% consumers) and the proportion of global consumers who thought it was OK for brands to support good causes and make money at the same time (56% vs. 76%).

Significantly, the biggest gap between the two sets of responses was marketers' perceptions of which region's consumers are most motivated by purpose. When asked for the continent with the greatest proportion of consumers who say they make purchase decisions based on good causes, 58% of marketers chose Europe, 36% North America, 5% Asia and 1% South America.

Conversely, Edelman's research identifies consumers in China, India, Indonesia, Malaysia, UAE and Brazil as being the most purpose-driven. These results show that consumers' passion and action on behalf of purpose in these emerging markets is much stronger than in developed markets. Consumers in these countries also say they are more willing to pay more and more often for purpose-infused brands.

Marketers agreed that purpose needs to be top down with 80% saying that the Chief Executive — and 74% the Chief Marketing Officer — should be involved in designing and shaping purpose. Only 53% of marketers thought all employees should be involved; but as many as 88% agreed or strongly agreed that "purpose needs to pervade the entire organisation and have buy-in from all business functions."

When asked if the brands they worked for generally had a sense of purpose, 49% marketers agreed or strongly agreed but only 38% felt they had been successful in effectively communicating the "purpose" of their own companies. Nevertheless, some 93% agreed that it is possible to measure the impact of purpose on positive PR and reputation, 91% on consumer engagement, 90% on employee satisfaction, 86% on brand equity and 71% on customer satisfaction. 54% agreed it was possible to measure the impact of purpose on sales but 74% disagreed or stronglydisagreed that it is easy to measure the the impact of purpose on the brand.

When asked to pick a purpose leader out of the Ad Age top 20 global marketers, 23% of respondents chose Unilever, Coca-Cola and P&G were tied second with 16% each of the votes, and McDonald's came in fourth with 11%. 

Putting Purpose Into Marketing is based on responses from 149 senior marketers representing 58 companies in more than 40 countries for companies representing over $US70 billion in advertising.

Full Article by @jenelks for Sustainable Brands

Sustainable luxury fashion – is it possible?

Contributor Nicola Jenkin. Article from Sustainable Fashion Forum

Can luxury fashion be sustainable? To answer this question, let’s start by exploring what is meant by sustainability and luxury:



What is striking is the similarity between the two. It would be easy to suggest that sustainability and luxury are harmonious bedfellows. Sadly, this would be somewhat naïve. The planet is suffering as the population grows and an expanding middle class seeks products to illustrate new-found wealth.
If everyone on the planet lived the life of an average European, we’d need 3 planets. Does luxury fashion play a role in this? Most certainly, as luxury products are often considered to have larger environmental footprints than their contemporaries. However, I think this is a misnomer, as there is some commonality between sustainability and luxury.

Charles Leadbeater – a leading authority on innovation and creativity – argues that as our world becomes more complex we’ll seek out and value simplicity and authenticity, which will lead to a ‘less is more’ attitude and desire to experience products that claim to ‘take us back to nature’ and to know where products come from. As a result, consumers want to show that they not only enjoy good quality but that they also care for the environment.

This is picked up by a number of luxury brands who are responding to this demand in a variety of ways, whether through improved ethical practices such as using fairly-mined minerals, reducing the use of endangered and exotic species, reducing water pollution by using dyes listed by the Global Organic Textile Standard (GOTS), improving traceability by using Historic Futures’ String platform or measuring environmental impact using a variety of tools such as the Sustainable Apparel Coalition’s Higg Index.

However, those who are doing something ‘sustainable’ are in the minority, and very few have adopted a more holistic approach. There appears to be a reluctance to change, and if there is, it often occurs in reaction to being named and shamed by NGOs (e.g. in Greenpeace’s Dirty Laundry reports).

As the luxury fashion industry relies so heavily on natural raw materials for most of its products it would make sense to think beyond one-dimensional issues (as important as they are) and try to become more proactive by building a sound reputation and environmental ethos which is core to the brand. In an interview with Stella McCartney she suggests that you can’t do everything at once and that ‘we do things on an achievable level in order to make it happen’.

So then, where do you start? From our experience working with small to large brands it is important to focus on areas that result in both reduced environmental impact and cost. This can be achieved by identifying where your environmental hotspots (areas of biggest impact) are in your supply chain. This exercise can be done in a cost effective way, and does not require expensive life-cycle assessments. A baseline environmental impact – whether carbon, waste or water – can be developed at various levels of detail to provide an indicator of impact, and therefore area(s) to focus.

Results arising from our work with apparel brands (including luxury) would suggest that the main environmental impacts are:

• Raw materials – cotton, leather, wool, polyester and PVC,
• Manufacturing of finished materials,
• Transport – air, rail and vehicle,
• Operations and retail, and
• Water consumption and pollution (toxicity).

In particular, any measures to reduce the volume or impact of raw materials and the manufacturing of finished materials should have the greatest effect. As a small or medium brand this may not be easy, as you have less control over specifications. However, by improving engagement with vendors this can go a long way to engendering a relationship which can not only provide improved knowledge of your products and their origins, but they are also more likely to work with you to reduce their, and subsequently your environmental impact.

There are some wonderful examples of smaller luxury brands being proactive in reducing their environmental impact, and in many instances ensuring that sustainability is central to the ethos of their business. I’ve highlighted a few brands below as examples of good practice who’ve moved beyond ‘turning off lightbulbs’:

1. Pachacuti are a Panama hat brand who ensure sustainability is integrated throughout the entire product supply chain, by investing in sustainable production processes and sourcing, reducing and preventing pollution, Fair Trade and local communities.

2. Viridus Luxe have recognised the impact associated with the production of cotton and have sort to use a mix of alternative fibres with a lower environmental impact, such as hemp.

3. Etrala London reduces the amount of waste arising in its supply chain by only producing what is required, whilst brands such as From Somewhere use off-cuts from luxury brands to produce clothing and accessories.

4. Thiery Mugler – Whilst not a small brand, I was intrigued by Thierry Mugler’s Womanity fragrance bottles, which are refillable. Certainly a concept which could be adopted by smaller brands to reduce packaging waste.                                      

5. honest by have started to communicate the transport carbon footprint of each garment sold online, with the intention of ultimately calculating and reporting a garment’s total carbon footprint (as has been adopted by the likes of M&S, PPR and other larger brands).

Many of the attributes of luxury align comfortably with the concept of sustainability. The few examples provided of luxury brands who are starting to make inroads into reducing their environmental impact illustrate that luxury clothing can have sustainable convictions and operate commercially. In the long-term, the fashion industry will have to become sustainable in order to remain profitable.

Article from Sustainable Fashion Forum
You can follow Nicola on Twitter @nicolaruby

Fashion We Like features My Style: Sandja Brügmann

My Style: Sandja Brügmann

Danish-born Sandja Brügmann is a managing partner and chief creative strategist at Refresh Agency. Refresh Agency is based in Boulder, CO, USA and Copenhagen, Denmark.  Sandja resides in Copenhagen.

Photocredit: Anders Beier, Denmark

Q: Who is the most stylish person you have ever seen?

Helena Christensen — I just love her bohemian luxury style.

Q: Please describe your style in three words.

Eco-luxury comfort.

Q: What is the biggest mistake one can make when getting dressed?

Not feeling good, grounded and comfortable.

Q: Do you believe in role models?

Yes, in certain situations.

Q: What are your favourite fabrics?

Cashmere, well-worn linen, ultrafine merino wool, silk, second use cycle leather. What is most important to me is that the company I purchase from shows social and planetary consciousness and makes an effort to practice clean business with a heart.

Q: Are there any style combinations that you object to?

Personally, I am at a place in my life where I’m playing around with a few new and more expanded styles such as more feminine and playful styles, colours and floral patterns as well as more vintage prints. I used to only wear black — and though I still love black, I find the feminine shapes, softer tones and floral patterns a great compliment to my personal process.

Q: Which city has the best-dressed women?

New York & Copenhagen — the two are very different. Female style in Copenhagen has an almost androgynous feel.

Q: Would you say that you are conservative or bold?

I am a mix of both. I wear a lot of classic, comfort pieces, but you rarely see me without an element of bold — often found in my shoes, boots, scarves, sunglasses and jackets.

Q: What are the rules, if any, in the way you dress?

To feel comfortable and to feel good. To play with other styles than my usual, and to allow myself plenty of time in yoga pants.

Q: Celebrities and style.…

Are like all the rest of us. What we chose to wear is our personal brand and an artistic expression of who we are.

Q: One garment/accessory that you can never have enough of?

My old beat up Old Gringo cowboy boots — you’ll see me wear them dressed up, dressed down, in yoga leggings, with skirts, fancy dresses, to work, with a bikini and a beach tunic — they are just so comfortable and so me.

Q: A woman should always look…

Uniquely and comfortably herself.

Q: Who taught you what you know about style?

I am an artist, and I observe the world around me. I always have. When something feels fun, balanced, vibrant, creative, soothing or just ‘right’ it can quickly become part of my world. It’s the same with fashion. To me, fashion and how I dress are a unique and creative expression of my essence.

Q: How do you select your clothing every morning?

I do not spend a lot of time thinking about it actually. I know my closet, and I know I can’t go “wrong.” Anything I wear that makes me feel good will let my true self shine through. That’s what truly matters, not so much the actual pieces I wear.

Q: What is your biggest regret?

I was about to say no regrets, but then that awful mullet at age 12 came back to haunt me…

Q: The three essential things a woman should know about style are…

Buy key pieces of quality and mix with less expensive pieces of a more playful, colorful and width of style ranges, so you can easily create different looks and have fun with it.

Q: Do you have any shopping rituals?

Some of my favorite luxury second hand boutiques are in Copenhagen, where I have discovered some of my greatest finds. Otherwise, I mainly purchase items that inspire me on my travels.

Q: What is the first thing you notice on a woman?

I notice whether or not she seems at peace with herself.

Q: What are the most treasured items in your wardrobe?

My aforementioned Old Gringo cowboy boots, a second hand purchased vintage Chanel purse, a plexiglass and black pleather wrist watch my granddad made for my mother in the 60s, a colorful Pucci scarf — my big stack of scarves in general from hand-me-downs from my mother’s youth to recent purchase by Danish designer Kudibal. I love scarves. My mother’s wedding band with my father’s name and their wedding date in 1975 engraved (my father passed away in my late teens), and a few leather jackets from Danish design label Munderings Kompagniet.

Q: Which designer never fails to impress you?

We are all human, and I do not believe in perfection as a possibility, and as such I am not disappointed that no design house has ever created a full collection that blows me away.

Q: One article of clothing that a woman needs to pay close attention to is…

Her shoes.

Q: Is comfort an enemy of style?

No… and perhaps a bit of yes when it comes to those fabulous and sexy high heels.

Q: Who would you like to see next in “My style”?

Christian Zigler, innovative entrepreneur and founder of ShopBox.com @shopboxcom. Tania Ellis, founder of The Social Business Company.

Q: The best words of advice you have ever heard?

Be the change you wish to see in the world. — Ghandi

Fashion We Like is a London-based fashion blog by Haris Stavridis. You can follow the team on twitter @fashionwelike

http://www.fashionwelike.com/my-style-sandja-brugmann

TEDPrize 2012 winner: The City 2.0

Full video from City2 here http://thecity2.org