Sustainability meets big brands: video
Sustainability is no longer the preserve of niche brands. Major manufacturers and retailers are now recognising the value that integrating sustainability into their key product lines can deliver, both in terms of strengthening ties with the consumer and for protecting their market share in an increasingly uncertain future.
At our recent Mainstreaming sustainability into brands event, Ben Eavis from Sainsbury’s explained the principles behind making their bananas exclusively Fairtrade and Alex Cole from Cadbury spoke passionately about the motivation and the journey that the chocolate manufacturer embarked on in their Purple Goes Green transformation.
We captured the essence of the event in a short video:
You can also watch or download it here: http://vimeo.com/10174247
- Dr Sally Uren, Deputy Chief Executive of Forum for the Future, introduced the session by talking about the opportunity for brands to accelerate the transition to a more sustainable world (0:00-03:08 mins)
- Ben Eavis, Corporate Responsibility and Ethical Trading Manager, Sainsbury's gave examples of how they are making the more sustainable decision on behalf of the consumer (e.g. by making all their bananas Fairtrade), and talked through some of what is going on 'behind the scenes' to get sustainability at the heart of the Sainsbury's brand (03:09-09:09 mins)
- Alex Cole, Global Corporate Affairs Director, Cadbury, set out how they segment consumers and what that means for Cadbury. She then described the story of how Cadbury Dairy Milk has embedded sustainability into the brand. (09:10-18:23 mins)