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Rerouting the mainstream Dean Sanders, GoodBrand & Company Rainforest Alliance Workshop, 16 May 2007 © 2007 The Good Brand Works Ltd.

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Presentation on theme: "Rerouting the mainstream Dean Sanders, GoodBrand & Company Rainforest Alliance Workshop, 16 May 2007 © 2007 The Good Brand Works Ltd."— Presentation transcript:

1 Rerouting the mainstream Dean Sanders, GoodBrand & Company Rainforest Alliance Workshop, 16 May 2007 © 2007 The Good Brand Works Ltd

2 Here’s what you’ll get: 1.A new way to think about mainstream 2.The biggest opportunity ever! 3.9 routes to success

3 What are you? Ordinary waster Unique creator

4 mainstream Normal or conventional ideas, attitudes, or activities Oxford English Dictionary mainstream A prevailing current or direction of activity or influence Webster’s Dictionary

5 To consume To destroy, to squander, to use up, to deplete

6 100 years of conditioning

7 Current levels of consumption are not sustainable

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9 “One man’s consumption becomes his neighbour’s wish. The more wants are satisfied, the more wants are born” John Kenneth Galbraith, The Dependence Effect

10 So what’s the challenge? To enable ordinary people to move from being conventional wasteful consumers to being unique individuals with the power to make a difference exercising their ability to make acts of creative consumption

11 What should companies pay attention to in the next few years? Source: Ipsos MORI June 2007, All British Public

12 Sustainable consumption is booming Source: Fairtrade Labeling Organizations. Annual Report Organic Trade Association, Soil Association, IFOAM Fairtrade Organic 23% 35% 60% 12% 30% 40%

13 Source: Fairtrade Labelling Organizations. Annual Report ; Organic Trade Association, Soil Association, IFOAM, Personal calculations …but ethical share of total food is very low FairtradeOrganic Germany0.03%1.3% UK0.37%3.1% USA0.08%2.5%

14 The ‘sustainable business’ opportunity is potentially as big as the entire market for all goods and services currently consumed by the mainstream

15 Nine ways to reroute the mainstream

16 Insight

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18 Truth

19 Leadership

20 Identity

21 Optimism

22

23 Equality

24 Energy

25 Quality

26 Value

27 Insight Truth Leadership Identity Optimism Equality Energy Quality Value


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