Last week, Quantis hosted 4 dynamic sessions on internal engagement + sustainability brand positioning + ecodesign + consumer communications with the theme “Choose your own Adventure” at Sustainable Brands Paris. These aren’t ordinary times for the planet, and these weren’t ordinary workshops. No pedantic panels or lullaby lectures here. With full-force energy, the Quantis crew guided #SBParis participants through a 4-chapter adventure full of stories, insights, humor, and of course, choices. If you missed out, here’s a quick recap of the sessions.
These aren’t ordinary times for the planet, and these weren’t ordinary workshops.
Gathering your (unlikely) allies
Internal engagement to drive comprehensive change from the inside
Getting everyone on-board with a sustainability vision is key to the real transformation your company needs. The first step to working together is understanding each other. It takes cross-functional communication to empower your teams to tackle big environmental challenges. As Madeline Honoré from Danone said, “A sustainable brand is built and embedded by sustainable people: a sustainability strategy must be deeply rooted with the people behind the brand. At Bledina, we are engaging our internal ‘Blediners’ to act as true brand ambassadors, motivating them to be real cultiv’actors.”
Bel Group shared about how they are using a sustainability dashboard to give everyone clear goals and engage teams from all areas of the company on their sustainability journey. (Discover our work with Bel in this case study).
Finding your collective battle cry
Building a true and credible sustainable brand positioning
that responds to the greater need
To build a credible sustainability-integrated brand, there must be tangible actions to support your stories and positioning. . As consumer demands for authenticity continue to grow, it’s critical to address your externalities head-on with a clear plan for minimizing impact and providing tangible social and environmental benefits. Our partners Nespresso and IceBug shared about how they are progressing on their journey to being a true sustainability-integrated brand from the inside-out, taking real actions including lowering their carbon footprint, designing for circularity, and working with suppliers on the ground. We worked with Nespresso to co-create their first CSR report and designed a consumer-focused video with IceBug to help tell their sustainability story.
Arming your team for good with smart tools
Achieving next-generation eco-design in the consumer goods sector
To embed eco-design into your company, companies first need to make sure the concept and principles are clearly understood by everyone involved. Successful ecodesign strategies integrate the principles into the product development process and support design innovation through easy-to-use decision-making tools that are based on metrics. In this workshop, we dove into L’Oreal’s eco-design packaging tool and heard from Boehringer Ingelheim about how consumer demand led them to start their ecodesign journey.
Building a community engaged to change
Communicating with consumers to make smarter lifestyle choices
Brands have the power (and marketing know-how) to inspire consumers to make more sustainable choices. Here are our 7 #Quantips for engaging consumers on environmental and social topics:
1 > Give them a nudge
2 > Tell a story your audience can identify with
3 > Become a new habit
4> Eliminate the trade-off
5 > Focus on the experience and relationship
6 > Make it sexy
7 > Build and engage a community
Our guest from Le Slip Francais shared how they are building a community and keeping them engaged on social topics through constant connections and fun communications.
While marketers are good at engaging audiences, sustainability stories must be shared in a credible way, especially when a brand is making claims. Beatriz Carneiros from UN Environment present the Guidelines for Providing Product Sustainability Information to guide credible communications. “Sustainable goods and services are a growing business opportunity,” said Beatriz, “and significant efforts are already underway in this area. Yet, a key challenge is the provision of clear and reliable sustainability product information to consumers. The importance of providing reliable information has been internationally recognized by the Sustainable Development Goals through target 12.8 and is key to allow consumers to make responsible choices.”