In my previous blog, I discussed how important it is for brands to build sustainable brand-led innovation into their current processes and Innovation Funnels, and provided examples of brands which have done this. However, there is often a critical first step which is missed out which I felt is worth focusing this blog piece on – this is about getting your house in order.
What I mean by this is taking a very inward focus on the brand and what it currently does - manufacturing process, use of ingredients, packaging materials, supply chain, communication tools, partnerships etc - and ensuring that nothing could come back to haunt you at a later stage.
There are some great examples out there of brands which are going through or have gone through this ‘tidying up’ phase of getting their house in order:
Kenco replaced coffee jars with Eco Refill packs which are 97% lighter,
encouraging consumers to reuse their original coffee jars and send less waste to landfill sites
Domestos reengineered it bottle to make it lighter, using 15% less plastic, saving 1,000 tonnes of plastic a year
Pampers has decreased the weight of their nappies by almost 50% over the past 20 years, and are replacing cardboard packaging in favour of bags to save on materials and transport costs
Walkers switched its potato souring to 100% British potatoes to support local and elevate its functional promise of ‘fresh taste guarantee’
So here are my fast tips to help get your brand in order before launching new sustainable initiatives and innovations:
Review every step of the value chain and the way you market your brand - ensure what you are doing works towards being sustainable
Ensure the brand meets all codes of conducts, ethics and best practice
Set achievable goals or milestones by which change will have happened
Be transparent and honest in the work that your are doing
Communicate what you’re doing and why you are doing it so you start to build your brand’s sustainable credentials
Commit and deliver against your sustainability mission
This article is Part Two in Sustainable Brand-led Innovation. Part Three will focus on how brands can adopt sustainable brand-led innovation as part of their Innovation process.
Sources: Kenco, Kenco website; Domestos, Unilever website; Pampers, Pampers website; Walkers, Walkers website and Campaign Live website