Our International Content Development Team is currently working towards delivering an inspiring and insightful program for Sustainable Brands Barcelona 2015.
Join nearly 300 of your peers at SB Barcelona to learn from over 40 of our favourite change agents in more than 30 workshops, plenaries and breakout discussions. Join us in next May 2016!
Day 1 – Monday, April 27th
8:00 – 18:00
9:00 – 11:20
A global challenge. A business opportunity – Teresa Ribera.
Good, nice and cheap? Only if you do your sums properly! It is hard to think of any businesses that can last over time without properly integrating the conditions in which they should sell their products. We are becoming more and more, we all want to live better and the planet’s resources stay the same! 2015 is the year that governments should give convincing answers on how to face the future: a sustainable and low-carbon future or a much more complicated “no future” for everyone.
It is up to them to establish the framework to make things easier and the transition to a as smart and fair as possible sustainable economic model. But today, the world does not only depend on the action of states; we as businesses and citizens have much to say and it depends on our answer if things go faster or slower. There is no better wish for this year than finishing it with the widespread belief in the inevitability of change, our role in achieving the objectives of sustainable development and our willingness to be constructive protagonists of the fascinating stage of change that we happen to live in.
What opportunities does the Summit offer for the adoption of Sustainable Development Goals ? What is the Agenda for Climate Solutions? What is the power of consumers and brands in the construction of a better future? How can we reconcile the official agenda with business strategies? Many open questions whose answers need a sincere dialogue and strong will to action among many different partners. What if we could start here, in SB Barcelona…
Brands as System Innovators for Sustainability – Sally Uren.
Incremental innovation isn’t up to the scale of the challenges we face. The accepted norm for business models and the role of brands will not deliver long term economic, environmental or social value creation. Delivering positive impact at scale will require new forms of collaboration, between business, government and civil society. Sally will share Forum for the Future’s change model, which will help all brands and businesses understand how to shift from incremental to transformative innovation, spotlighting new business models and a new role for brands, where brands are unleashed as agents of transformative change. And become system innovators, innovating both themselves and the system around them – towards sustainability.
Activating company purpose and corporate strategy through Sustainability: Campbell’s case – Dave Stangis.
Dave Stangis will discuss the ways Sustainability and CSR informs and activates Campbell’s corporate strategy and Company Purpose. He will speak about why and how Campbell built their purpose “Real Food that matters for life´s moments” and how Campbell is leveraging its Purpose to reshape its future in ways that honor the heritage of the 146-year company. He will also discuss ways companies can integrate and leverage sustainability across the enterprise from recruitment, and procurement to the supply chain and marketing.
11:25 – 11:50
11:55 – 13:40
Morning Plenaries (continuation)
Brand building. An universal language in a global market – Pío Cabanillas Alonso.
Acciona is an example of sustainability as a lever of positioning in the global marketplace and as the basis for building brand equity. When sustainability is built into an organization in a transversal way, considering all departments or business areas, as in Acciona´s case, the opportunity to establish a relevant positioning and leadership in the international market emerges. Sustainability is not only a lever for innovation, but also allows the internationalization in a relevant way. Sustainability is the new universal language of global brands.
Bringing to life Patagonia’s reason of being: digging dip into the supply chain – Nicholas Allen.
Patagonia, the iconic sustainable brand who “does business without doing any harm” raised the bar in many areas for business working towards a sustainable future: responsible communication, employee activism, funding of environmental work, etc. Nick will tell us about the outstanding supply chain work that the brand is doing. Many brands begin to approach supply chain responsibility by engaging their first tier suppliers, the manufacturers of finished goods. While not losing sight of this level of suppliers, at Patagonia decided that a significant impact they could have would be at the raw materials level, whether material and components are farmed, extracted or harvested from animals. In the mid-90s this led them to source all cotton from organic sources, and more recently to source all our wool from sustainably grazed grasslands in Patagonia. Lastly, they have focused their efforts on sourcing all of the goose down they supply from humanely harvested geese. Along the way they have learned a great deal about the complexity of their supply chains, the risks present at each level, and the impact that sustainability can have on our sourcing decisions. This presentation will offer an overview of Patagonia’s decentralized approach to sustainability, their supply chain responsibility efforts over the years, and a summary of three raw material traceability stories: wool (land), down (animals) and fair trade (people).
Becoming a Restorative Net Positive Business. Kingfisher PLC – Albert Aranda.
Social and environmental challenges are reshaping the business environment, with the potential to increase costs and restrict access to natural resources. Net Positive is Kingfisher’s global approach to transforming the business to become sustainable – financially, economically, socially and environmentally. Hear from one of Kingfisher’s companies – Brico Depôt Iberia – on how this approach is supporting commercial success internationally while enabling the business to prepare and create opportunities in a changing environment over the long-term, and how Net Positive plans are being communicated and implemented locally.
From Around the World: Solutions for a Sustainable Future – Laura Storm.
Across countries and sectors, we are seeing new solutions developing that are not only using resources smarter, up- cycling in new ways and cutting water consumption. They are actually outcompeting their non-sustainable alternatives.
In California, they are making plastic out of carbon-emissions at a lower cost than oil-based plastics. In rural Africa, new technologies are making renewable energy the cost-effective choice. And in Australia, they are making compostable diapers allowing families to cut costs and reduce waste significantly during the first years of a baby’s life.
This talk will introduce the latest trends and developments in the circular economy, as well as solutions and technologies that are becoming market-driven. During her talk, Laura Storm Executive Director of Sustainia will introduce insights and best practice from Sustainia100: An annual study that over the last 3 years has been collecting +2000 sustainability solutions within 10 sectors from more than 150 countries. Learn more about the work and vision that is creating a new narrative in sustainability.
Morning Wrap-up and Instructions
13:45 – 14:55
15:00 – 16:10
Leadership & Strategy
moderated by: Paz Nachón López.
Sustainability is to think in the long term. How sustainable is my business in the long term? How much this company will last? Are we thinking in the long term or just in the short term? Are we looking for having the best experience for customers… or maximizing the cash flow?
For this reason, sustainability (manage negative impacts and maximizing the positive ones) become a must for companies, based on different business cases: sustainability as a leverage for breakthrough innovation, as a tool to become more relevant or to be closer with local communities, as a source of cost reduction or risk management, as a way to engage employees…
But the issue comes when the day-to-day decisions need to be made, especially when it comes to short and medium term decisions, as urgency and need for economic results make sustainability a lower priority theme, at least at the decision moment. So: the killer application for sustainability is the management decision making process
In the panel we will try to answer the following questions
-Which are the tools and processes that help to build Sustainability as a key decision factor when it comes to decision-making?
-How can an organization ensure that Sustainability is integrated in the decision-making of the different departments? Which are the best and different ways to engage departments like Marketing, Sales, Operations and Supply Chain or HHRR? Are they better ways to engage one or the other department?
-What is the active role of the Top Management?
-Corporate culture change needed for sustainability: what it takes, how much time and how to ensure we are in the right path?
-Which initiatives in which organizations are succeeding in integrating sustainability into their decision-making and how?
Brand positioning and Communication
Brands fight to be relevant in today´s world. A recent Meaningful Brands study by Havas Media reflects that 70% of brands could disappear and consumers would not care about it.
A company that looks at its brand and asks not simply what promise does it make, but what purpose does it serve, becomes relevant to its consumers and all stakeholders. Purpose bringing society “inside” the organization provokes to gain business and social impact. A brand that doesn’t just stand for something, but also cares about something! When an employee can can answer the question “Why am I here?” in a positively motivating way, everyone benefits.
Purpose is the deepest expression of a brand, drawing on its essence to determine its path in the world. It captures the relationship between corporation and community, touching on the financial, social, and environmental arenas.
Here are some of the questions that will be addressed during the discussion:
-How to make this transition, from traditional positioning (or traditional promises) to a higher purpose, integrating sustainability into the core value offer? How to make it in a credible and authentic way?
-How should brands implement this? Should they see the bigger picture or offer more what people want in their daily life?
-How can we sure that the purpose (or however we want to call this new value offer) constructs on the brand equity?
-How communication initiatives and strategies should change to reflect this new approach?
-How all this can affect/alter the profile of the current “brand directors”?
Product, Service and Business Model Innovation
International corporations tackling worldwide sustainability issues are using global strategic approaches. But can these deliver success at local level and help to integrate sustainability into all aspects of the business?
International sustainability strategies need to be adapted to local markets to be successful. Brico Depot Iberia (Kingfisher plc) and Tetrapak talk about how they are taking their group level sustainability strategies and applying them to the Spanish market. Find out about the practical tools they are using, and how they are winning customers’ and employees’ hearts and minds.
What are the key challenges for implementation?
What is the business case for sustainability?
How do you engage the whole business in sustainability?
Citizen insights & influences
WHAT CAN BUSINESSES LEARN FROM GROSS NATIONAL HAPPINESS? While the rest of the world focuses on Sustainability, the Kingdom of Bhutan, hidden in the Himalaya, has spent the past decade exploring the meaning of Gross National Happiness. More than just an abstract concept, the country has been developing structures and metrics to measure happiness. Their system is based on four pillars, nine domains and 72 quantitative indicators. From a business perspective, the future is wide open as companies and corporations look to move beyond philanthropy to implement GNH and responsible practices into their operations.
This workshop will explore the following questions:
– What does a GNH mindset mean for business and how is it different from Sustainability and philanthropy?
– How does each of the four pillars of GNH – good governance, sustainable socio-economic development, cultural preservation, and environmental conservation – relate to business?
– How can Sustainability and GNH come together outside of Bhutan to make business better for society and for the wellness of individuals?
– What is the opportunity for first movers from business in the GNH space?
16:15 – 17:50
Reimagining cities through sustainability: sustainable tourism in Barcelona – Joana Homs.
Joana Homs will talk about sustainability and tourism in Barcelona. She will share business experiences about cost saving and about creating experiences and new businesses. She will also speak about customers and about the promotion of sustainable tourism in the city.
Today more than half of the world population lives in cities (cities of more than 10,000 people) and by the year 2050 it is considered that this percentage will reach 70%. In the whole European Union already 73% of the population lives in cities while the percentage in Spain reaches 80%. As the starting point of the dialogue, we need to note that urban energy consumption exceeds 75% of the world consumption.. in a physical area that occupies only a 2%. Cities are sinks of energy that is being produced mainly in another territory, while the current energy model poses some challenges on their environmental, economic and social sustainability. The city is, should be, the stage of change with savings, efficiency and renewable energies as unavoidable pillars.
Innovating to take on a global challenge – Andreas Ostendorf.
Ford Motor company was founded on the belief that with mobility comes freedom and progress. A century later Bill Ford, the great grandson of Henry Ford, has warned that this freedom of mobility is under threat. Megatrends, including rapid urbanization, the growth of the global, car buying middle class and air pollution are all driving the need to rethink mobility for the future. Ford has recently shared its Smart Mobility Plan, including experiments to develop mobility solutions that are affordable in every sense – economically, environmentally and socially. We will be sharing insights into the way that the global mobility challenge is driving innovation within the company as Ford becomes more agile, more collaborative and more humble.
Move to another location
19:00 – onwards
Co-Creating cities: Tackling the challenge of sustainable mobility in Barcelona.
Cocktail and fun time together
Day 2 – Tuesday, April 28th
8:45 – 08:55
Morning Introduction. Koann
9:00 – 11:35
Levi´s approach on innovation: designing a more sustainable future – Paul Dillinger.
Join Levi Strauss & Co.’s VP of Global Product Innovation, Paul Dillinger, as this session explores how the original jeans creator uses constraints to achieve sustainable and scalable innovations to improve their iconic products. The conversation will also explore the human side of sustainability by looking at social innovations in how Levi’s® jeans are made around the world.
Disruption for a new economy towards sustainability: the B Corp – Pedro Tarak.
The actions of governments, companies, unions or NGOs are not sufficient anymore to respond to the challenges of cohabitation in our world and on Earth. Together and separately we fail to reverse the growing social inequality and the TRESPASS of the planetary ecosystem boundaries. The systems that sustain life on Earth have been impoverished environmentally affecting us socially, economically and politically. And despite all its benefits, many of our problems are inherent to the dominant economic system, designed and created according to values, awareness, interests and the context of those who lived the Industrial Revolution.
B Corporations or B Corps, as a new market identity and combined statutory legal class, constitute a disruptive innovation in the market. They can be an option for millions of people who want to live integrally 24 hours a day. B Corps can pursue public purposes through their market activities generating and distributing financial results even if they are tools to reach their goals and measurement indicators. A community of B Corps on a local, country, regional and global level can be a “Trojan Horse” – loving and unsurprising – for the evolution of our economies towards the Age of Sustainability.
Breakthrough Innovation for sustainability: “Unleashing social, environmental and economic value from the Internet of Everything” – Nicola Villa.
The presentation will start with an overview of the Internet of Everything technology transition, where people, process, data and things are coming together to enable the unleashing of a 14,4 Trillion dollars global economic value, achieved by connecting the unconnected.
This transition, also referred by many as “the 4th phase of the Internet”, leverages on an unprecedented set of combined technology advancements in the area of mobile , cloud, big data&analytics and social media. The convergence of those 4 technologies allows us to re-think how products and services are produced, distributed and delivered through new consumption models that help solve the mayor issues of our time: Sustainable economic growth, environmental sustainability and social inclusion.
The question is how do we get prepared for this transition ? The speech will include practical cases on how enterprises – including Cisco -, city governments, non government agencies and other innovative organisations are able today to unleash social, environmental and economic value from the Internet of Everything.
El Naturalista: Reinventing business ethics through Innovation, Sustainability and Design – Jose María de la Peña.
This is the history of a group of people that dared to dream that a business could be a place for social commitment and transformation and that ten years later, is still making history in over 50 countries worldwide.
Aware of the importance of sustainable development in its production and international strategy, El Naturalista always aims to develop viable projects that successfully integrate the three key values of its philosophy: The PEOPLE, fundamental factor of brand development and social responsibility and its greatest treasure. The DESIGN, sustainability and innovation that are key to a comfortable and durable Product, that it is produced only in its own factories, and by USING RECYCLED and RECYCLABLE MATERIALS, mineral tanned leathers, without chrome, water based glues, recycled cork and bamboo always through processes that are responsible with our Planet.
Many companies are investing efforts to adopt the principles of the circular economy. However, the challenges are abundant and it’s not easy to find successful businesses that currently operate under this model. In this conversation we will review the fundamental components and enablers of the circular economy along with their conditions for successful implementation.
Specifically, we will explore the CHEP (Brambles group) pooling model and the Philips circular economy innovation model. CHEP crystalizes the circular principles in the industrial reusable packaging arena. This model is based on the continued reutilization of assets: pallets, crates and containers. The close collaboration along the whole supply chain and across industries minimizes the need of natural resources and allows a continuous ‘sharing’ dynamic that translates into tangible financial and environmental benefits.
Philips believes that a circular economy is the only way to reach their vision of a healthy and sustainable world. That’s why Philips is pioneering circular economy innovation in the areas of health and lighting. Philips particular emphasis is on performance based services that optimise value recovery across the inner loops while continuing to further develop our activities in materials recovery and re-use.
Inclusive Business: Creating a Future Defined by Shared Values and Close Partnerships
– Heather Dietz.
What do carpet tile, fishing nets, and community banks have in common?
They are all integral components of Net-Works, an innovative inclusive business model established in partnership with Interface, the Zoological Society of London, and Aquafil. In an era of overwhelming environmental and social challenges, we see that successful companies are those that understand that the future of business requires thinking outside traditional relationships – to develop socially focussed, supply chain innovation.
11:40 – 12:05
12:10 – 13:45
Morning Plenaries (continuation)
Connecting business with grassroots innovation – Carlos Mataix.
The spontaneous flourishing of new social spaces and initiatives that correspond to the emerging concept of innovation from below (be it named “grassroots”, “social”, “civic”…) can be observed all around the world. It may be interpreted as a reaction to the lack of answer that incumbent institutions -public or private- are giving in many contexts to central social needs and aspirations.
It is not an entirely new phenomena, but the accessibility to networks of relationships, knowledge and technology, has opened the door to more decentralised, small scale and autonomous solutions, that can be conceived, supported and managed by communities. Examples are emerging in urban conglomerations (making spaces and fab labs, for example) as well as in traditional societies (accessible and affordable energy systems based in isolated and poor areas). These do not only represent new ways of using technological and organizational stuff. What may be more important and transformative are the behavioural and cultural changes that are taking place.
There is no doubt that these niches are laboratories of new ideas, where some of the business and organizational models of the future are now being shaped, where new patterns of collaboration that can not be conceptualized under the traditional market paradigms are attracting a new flow of social energy and creativity.
Connexion (and tensions) between these social innovation niches and established companies of many sectors is worthwhile to be discussed in SB.
Meet the Aspirationals: Shifting Sustainability from Obligation to Desire – Raphael Bemporad.
A fundamental shift in the marketplace is upon us. Consumer expectations for sustainability are moving from obligation to desire and leading businesses are integrating brand strategy, innovation and social purpose to increase relevance, deepen relationships, drive growth and create positive impact.
In this plenary, BBMG Co-Founder Raphael Bemporad will highlight the rise of Aspirationals – young, wired and influential consumers in Spain and globally – who are uniting style, social status and sustainability values to redefine consumption.
Based on new marketplace dynamics – shifting demographics, beliefs, purchase priorities, cultural trends and consumption patterns – Bemporad will share five strategies for building brand equity, deepening loyalty and innovating more delightful products, services and experiences for a sustainable future.
Driving business with sustainable solutions in the food industry – Dr. Andreas Kicherer.
In recent years attention to the sustainability impact of both individual products and broader solutions has increased markedly. More than ever before, industry is relying on standardized measurement tools to assess and improve sustainability performance. BASF has recently completed a major undertaking by evaluating its complete the portfolio of over 60,000 solutions along the entire value chain. Andreas Kicherer, Director Sustainability Strategy at BASF, will provide insights into how the portfolio segmentation results have been integrated into business strategies and how BASF address customers’ sustainability needs in the food industry.
Measuring what matters: New Metrics to make your business fit for future – Geoff Kendall.
What would a truly sustainable business look like? And can you tell how far away your company is from where it needs to be?
These sound like obvious questions to ask, given the range and urgency of challenges we as a society face, and the impacts they will have on business. But current non-financial metrics – including over 100 sustainability ratings, rankings and indices – can’t answer them. That’s where the Future-Fit Business Benchmark comes in. It’s a new, open source tool designed to help companies and investors measure – and thus manage – the gap between where they are today, and where they need to be tomorrow.
13:50 – 15:00
15:05 – 16:15
Leadership & Strategy
At this session the new global agenda for sustainable development due to be approved by the U.N. General Assembly in September 2015 will be presented through a thought-provoking analysis, highlighting its ambition, its universal character and the fact that the Secretary-General HAS called for the active participation of all relevant actors in implementation. The main point of the discussion will be its strategic character for business and companies, as well as the society. It is not only it is a need, but it is also a business opportunity. At this regard, specific mechanisms in place to promote and facilitate private sector participation in the implementation of the new agenda will be explained and a solid case study will be discussed. Afterwards, there will be some discussion and conversation with attendees.
Brand positioning and Communication
As a new generation of Aspirational consumers asks what really matters and seeks new ways to do much more with much less, pioneering brands are designing more accessible, meaningful and delightful solutions that are redefining the marketplace of the future.
In this context, we’re asking: how might we meet the needs and aspirations of a rising generation of consumers – and drive business success – by designing for humanity?
Humanity-centered design places human aspiration, mutual relationship and social participation at the heart of innovation strategy. Using these principles, this interactive workshop will help participants create new opportunities to embed sustainability and social purpose into brand strategy, product design and engagement platforms to unleash business growth and positive societal impact.
– Apply consumer insights and cultural trends to a real-world business challenge
– Unite human aspirations with innovation pathways to identify brand opportunities
– Generate brand concepts and marketing activations to drive engagement, sales and positive impact
Product, Service and Business Model Innovation
Sustainability as a driver of innovation: trend-watching –
moderated by: Laura Flores.
Sustainability has become a key driver for innovation for the last years. In a context where innovation is sometimes restricted to an incremental approach, with limited value and results behind, sustainability is becoming a key lever for breakthrough innovation. In this session we will review some of the ways in which sustainability is becoming the leverage for breakthrough innovation: eco-innovation approach of different companies, the evolution of recycling to upcycling, the adoption of FSC standard on packaging to promote highest standards, the power to transform of the “4th phase of Internet” or the latest evidence around crowd funding and sustainability. See real examples and current trends in how sustainability is the base of breakthrough innovation on product, services and business models: an innovation that delivers economic growth, environmental sustainability and social inclusion.
Citizen insights and influences
Where the fashion industry has got to and what comes next? Who is leading the way and how can organizations work together to share best practice and bring systemic change?
The two major hotspots in the life-cycle of a garment are raw materials and use phase (washing and drying). Dealing with sustainable raw materials is key and this means working down the entire supply chain…. getting to grips with extended global supply chains can be very difficult…however, it has the power of bringing change to many lives around the world. How can companies increase sustainability throughout their supply chains and which is the role of collaboration into this?
Additionally, fashion is a “highway” to deliver the sustainability message to the citizen/consumer and has an enormous influence amongst society. What steps are being made across the apparel industry to encourage people to value quality and longevity over quantity and trends? How can brands bring ethical fashion into the mainstream?
16:25 – 18:10
Doing is the new Telling and Being Consistent is Being the new Brave – Nicko Nogués.
Or try to fix something, or complain less.
In a world of 7,200 million souls, in the end there are only two kinds of people: those that Do and those that say they Do. The same applies to brands.
Without fear there is no courage. Your credibility is directly proportional to your consistency. If your eyes do not sparkle with what you do, you and what you do glitters by its absence.
People never cared about advertising because the advertising never cared about the people, so dear brands: stop saying how good you are and start being it.
Why Sustainability needs Social Media – Mathew Yeomans.
Social media has provided sustainability and marketing professionals with an enthusiastic, global audience for news, advice and inspiration about sustainability issues. But how do you talk about sustainability when most of consumers don’t understand what it means?
In this presentation, Matthew Yeomans will report on the findings of this year’s Social Media Sustainability Index – a comprehensive look at how 450 global companies use social media to communicate sustainability. In particular he will explain how the world’s top companies use social platforms such as YouTube, Facebook, Instagram, Twitter and Pinterest to talk about climate change, diversity, human rights, food, health and wellbeing.
Wrap up and Conclusions
18:15 – 19:10
Networking and Goodbye