In Search of Sustainable Materials: Accelerating the Transition to Healthy Products

It’s been shown that the materials needed to create a product makes up about 70%, on average, of the environmental footprint in apparel, furniture, packaging and toys. Addressing resource scarcity and environmental issues in the supply chain is becoming increasingly crucial for every brand’s license to operate. As more and more brands are looking to source materials in sustainable ways, they are encountering a complex mix of successes and challenges.

At this years Sustainable Brands conference in Copenhagen Leaderlab’s Managing Partner Sofus Midtgaard headed a panel: In Search of Sustainable Materials: Accelerating the Transition to Healthy Products. Sustainable Materials pioneers from IKEA, LEGO, Carlsberg, Novozymes and Sustainability Consult presented new products, shared cases and discussed opportunities, challenges and the need for Partnerships.

Jonas Engberg Ikea

While the session underlined the importance of new products based on sustainable materials from the IKEA, LEGO and Carlsberg it also articulated the need for collaboration and partnerships to disrupt value chains and take new sustainable materials to scale.

Claus Stig Pedersen Senior Director of Corporate Sustainability from Novozymes and Kathryn Sheridan Founder of Sustainability Consult invited the panel participants to think of their sustainable materials in new contexts.

claus-stig-pedersen-novozymes

Moderator Sofus Midtgaard then took the lead and invited Jonas Engberg (IKEA), Tim Brooks (LEGO) and Simon Hoffmeyer Boas (Carlsberg) to switch seats/change jobs and advice from the position of their new job-position.

The new ‘leaders’ of sustainability in IKEA, LEGO and Carlsberg gave their contention on the complexity of opportunities and difficulties in developing with sustainable materials.

Afterwards, the floor was open for questions. The debate on if recycling is always the right choice, recyling vs. biodegradable materials, bioplastic, secutiry, scale and how to keep the cost down for customers constituted the many challenges connected to the transition to more sustainable materials.

Introduction slides from the sessions are available here:

We wish to thank:

  • Jonas Engberg, Sustainability Manager, 
IKEA
  • Tim Brooks
 Vice President for Environmental Responsibility, LEGO
  • Simon Hoffmeyer Boas, Director, Corporate Communications & CSR
  • Claus Stig Pedersen, Head of Corporate Sustainability, Novozymes
  • Kathryn Sheridan CEO & Founder, 
Sustainability Consult

Please see the event description here

LAUNCH Nordic samler IKEA, Novozymes, Nike, NASA m.fl. omkring skalering af bæredygtige materialer

NASA, IKEA Group, Novozymes, Nike Inc., Kvadrat, nordiske myndigheder, førende forskere, designere og materiale innovatører samledes d. 28. april til LAUNCH Nordic Summit i København, for sætte tryk på udvikling af bæredygtige materialer.

Materialer og produktionen af disse har en afgørende indflydelse på verdensøkonomien og miljøet. Som eksempel producerer vi globalt 8 tons plastik pr. sekund. Det er materiale nok til at pakke hele Sverige ind i plastfolie hver 8. minut. Kun 1% af dette er bio-plast.

LAUNCH Nordic Summit samlede d. 28/4 i København repræsentanter fra organisationer som Nike Inc., NASA, USAID, US State Department, IKEA Group, Novozymes, Kvadrat, LEGO Group, H&M, Carlsberg, Haldor Topsøe, Ellen MacArthur Foundation samt flere nordiske ministerier og offentlige institutioner for at sætte tryk på udviklingen af mere bæredygtige og sunde materialer.

Morten Østergaard Deputy Prime Minister Denmark

 

“De største udfordringer, vi står overfor som samfund, er globale og kræver derfor også grænseoverskridende svar. De kan ikke løses af nationerne hver for sig eller af politikerne alene. Samarbejde, som det vi ser her mellem både amerikanske og nordiske myndigheder, regeringer og nogle af de største virksomheder, er vejen frem, hvis vi skal finde løsninger, der både virker og er bæredygtige.”

Morten Østergaard, Økonomi- og Indenrigsminister

Forestil dig en verden, hvor din T-shirt er produceret af fibre dyrket i havet. Hvor mikroorganismer fra madaffald og svampe bruges til at producere din sofa. Eller en verden hvor din seng renser luften i soveværelset. Eller forestil dig, at du i stedet for at eje alt omkring dig, leasede dine møbler og hårde hvide varer og dermed holdt produkter og materialer i cirkulation.

Håkan Nordkvist IKEA Group

“Vi arbejder på at gøre hele vores produktsortiment mere bæredygtigt, herunder udvikle og udvide vores brug af materialer, som er bedre for mennesker og miljø, og dermed spille en aktiv rolle i overgangen til en cirkulær økonomi. LAUNCH Nordic er et stærkt partnerskab med fokus på at udvikle mere bæredygtige materialer og nye innovationer, og vi er meget glade for at være med.”

Håkan Nordkvist, Chef for Bæredygtig Innovation, IKEA Group

Under LAUNCH Nordic Summit d. 28/4 annonceredes Innovation Challenge 2015. Det er muligt at deltage for enkeltpersoner og teams, samt som nystartet eller etableret virksomhed.

Ansøgningsfrist bliver d. 12. august 2015. I oktober 2015 bliver de 10 bedste innovationer udvalgt, og de udvalgte innovatører vil få adgang til et unikt accelerationsprogram, der yder støtte, netværk og mentorordninger fra indflydelsesrige virksomhedsledere, eksperter og regeringsrepræsentanter.

Catherine Coleman NASA

“I NASA udvikler vi den næste generation af rumfartøjer, som skal bringe astronauterne i kredsløb om Jorden, på vej til asteroider og på et tidspunkt helt til Mars. Vi er derfor altid på jagt efter ny viden indenfor materialer. Norden har været pionerer indenfor bæredygtighed, og vi ser derfor frem til at få indsigt fra de nordiske organisationer og innovatører, som deltager i LAUNCH Nordic. ”

Dr. Catherine Coleman, NASA Astronaut & PhD i kemi.

I 2014 deltog 65 innovatører fra 18 lande i LAUNCH Nordic Innovation Challenge herunder bl.a. danske Vigga Svensson med Vigga.US. Du kan læse mere om de udvalgte innovatører fra 2014 her:

http://www.launch.org/innovators

LAUNCH Nordic søger i 2015 efter innovationer med potentiale til at skalere globalt, samt nytænkende prototyper og teknologier. Innovationer kan være nye forretningsmodeller, teknologier, procesteknologier eller programmer, der har potentiale til at skabe en mere bæredygtig verden af materialer og materialeproduktion.

LAUNCH Nordic er et partnerskab mellem IKEA Group, Novozymes, Kvadrat, Vinnova, Udenrigsministeriet, Miljøministeriet, Region H., Region Skåne samt Malmö Stad. Fælles for partnerne er et stærkt ønske om at skabe mere bæredygtige og sunde produkter. Herudover har alle partnere forpligtet sig til at hjælpe innovatører indenfor bæredygtige materialer eller produktionsteknologi.

claus-stig-pedersen-novozymes

“Det særlige ved LAUNCH Nordic er det stærke partnerskab af både regering, forskning og industri. Offentlig-private partnerskaber er præcis hvad vi har brug for til at hjælpe bæredygtige innovationer til at skalere. Vi ser frem til at forme en mere bæredygtig verden af materialer.

Claus Stig Pedersen, Senior Director, Sustainability, Novozymes.

LAUNCH Nordic er en del af LAUNCH – en global innovationsplatform grundlagt af Nike, NASA, USAID (US Agency for International Development) og det amerikanske Udenrigsministerium. LAUNCH har til formål at identificere og accelerere innovationer, der bidrager til nytænkning indenfor bæredygtige materialer.

“Vi er glade for at se det imponerende opbud af virksomheder og partnere, der deltager på dette års LAUNCH Nordic Summit. LAUNCH Nordic er et godt eksempel på, hvordan partnere på internationalt plan ved at forene kræfterne kan fremme bæredygtighed og dermed gøre en reel forskel. Vi ser frem til at byde alle vores internationale partnere velkommen i København til at hjælpe os med at drive grøn vækst, ved at udvikle morgendagens løsninger for produktionsmetoder og nye materialer. ”

Sophie Hæstorp Andersen, regionsrådsformand i Region Hovedstaden Danmark.

Blandt deltagerne ved LAUNCH Nordic Summit er: Catherine Coleman, NASA Astronaut & ph.d. i kemi, Håkan Nordkvist, chef for Sustainability Innovation, IKEA Group, Andrew Morlet, administrerende direktør for Ellen MacArthur Foundation, Nelleke van der Puil, VP Materials, LEGO Koncernen og Ida Auken, MF & Young Global Leader WEF.

For mere information om innovatører og LAUNCH NORDIC Summit, kontakt Sofus Midtgaard, LAUNCH Nordic: +45 30220111 – eller sofus@launch.org.

For mere information vedr. LAUNCH Nordic partnere:

–        NASA:  Joshua Buck: jbuck@nasa.gov

–        IKEA Group: Jamie Rusby: jamie.rusby@ikea.com

–        Novozymes: Debbie Spillane: DbSp@novozymes.com

–        Region Hovedstaden:  70 20 95 88

–        Miljøministeriet:  +45 40859405 mshan@mst.dk

–        Økonomi- og Indenrigsministeriet: Philip Flores +45 72282400 pf@oim.dk

–        LAUNCH Nordic: Sofus Midtgaard: + 45 30220111 sofus@launch.org

———————————————-

Om LAUNCH Nordic

Launch Nordic er et offentligt-privat partnerskab mellem IKEA, Novozymes, Kvadrat, Miljøministeriet, Udenrigsministeriet, VINNOVA, Region Skåne, Malmö Stad, Københavns Kommune og Region Hovedstaden. Initiativtagere til at bringe LAUNCH til Norden er en projektgruppe bestående af: KEA (Copenhagen School of Design and Technology), DAFI (Danish Fashion Institute), DDC (Danish Design Centre) og Leaderlab

WOW Customer Experience

What is that extra thing that companies like LEGO, Apple, Zappos, Whole Foods and Starbucks have? Ever wondered why some organizations just stand out? We have gathered some inspiration on WOW Customer Experience before next week’s Leadership Academy session on WOW Customer Experience.

Start with the “Why?”!

In his very famous TEDx video Simon Sinek presents a simple but powerful model of how great companies and leaders inspire others to act, starting with a golden circle and the question “Why?” The video below demonstrates the power of truly exceptional companies and how they communicate:

 

WOW Customer Experience at LEGO

This week LEGO made headlines on the Customer Experience area, after an awesome response to a 7 year old boy who lost his Ninjago Figure. Read and learn how to WOW a 7 year old boy here.

Conny Kalcher, Vice President of Customer Experience for LEGO visited the Leadership Network in 2010 and Rebuild21 in 2011 to share how LEGO works with Customer Experience. A very systematic approach to working with Customer Experience and Engaging Consumers. Great inspiration:

Co-creation – How to build raving fans, Conny Kalcher, LEGO from Rebuild21 on Vimeo.

Measuring Customer Satisfaction: Net Promoter Score

There are many ways to measure Customer Satisfaction. Often the number of measurements and questions you pretend asking your customers grow out of proportion. This made Frederick F. Reichheld develop The Net promoter Score (NPS) – a very simple and popular method.

LEGO has together with Apple and many other global brands integrated Net Promoters Score (NPS), as a core component in measuring customer experience. Net Promoters Score is a very simple principle/score where costumers on a scale from 0-10 are asked: Would you recommend this product to a friend or a person you know? Customers answering 9-10 are promoter. Customers answering 7-8 are passives. And customers answering 0-6 are detractors.

The Net Promoters Score: NPS = % of promoters – % of detractors

Net Promoters Score is as seen a simple but also powerful measurement. It is very much aligned with research about how people make decisions about buying products, as seen from the Forrester survey mentioned above. Read more about Net Promoters Score here.

Watch Bain & Company’s Rob Markey explain and reflect on NPS:

 

How to work with Customer Experience in your company?

One thing is to measure Customer Satisfaction, another is how to improve it and take it to the next level. Some companies work with Customer Flow Charts, Touch Point Analysis and Patient Journeys.

To get you inspired and started, we share a scorecard that was developed in the Leadership Academy – a tailored model on Customer Experience for the ‘consumer electronics category’. Below we have scored Apple:

WOW Customer Experience Scorecard Apple

Some would argue that price should not be part of the diagram as one aligned dimension but should be a separate factor. We have kept it for simplicity. But keep in mind that where the score on the rest of the dimensions should be based on a backed or assumed customer experience – price should be scored based on an industry/category/product benchmark of de-facto prices.

Do you agree with our score of Apple? If not please comment and give constructive feedback on the dimensions! The “Brand / Philosophy /Lifestyle” dimension is what Simon Sinek Refers to as the “Why?”.

-> No one fit’s all: Reflect upon the most critical parameters that shape your Customers Experience today. If you work for a big organisation with many products lines, choose a category or select a specific product and target audience.

 

Leadership Academy & Network session: WOW Customer Experience

Next week Leaderlab hosts a session on WOW Customer Experience for the Leadership Academy & Leadership Network, on January 17, 2013.

WOW Customer Experience January 17 - Richard Kelly IDEO

Leadership Academy & Network Session on Customer Experience

For more inspiration on WOW Customer Experience we have gathered some models and videos here: WOW Customer Experience

The aim of the day

Participants will spend the day getting inspired by powerful speakers in the Customer Experience area, to later create a Customer Experience Scorecard based on a company of election. Based on the score, participants will then make an Action Plan on how to improve Customer Experience in their organisation.

We will provide inspiration, tools and support. Ole Kassow, Partner in Purpose, will share great Customer Experience Cases and stay to support participants during the day. At the end of the day we have Richard Kelly take the stage, Managing Director of IDEO Asia, by joining us on Skype to share global/Asian perspectives on Customer Experience.

The Agenda

09.00-09.25 Welcome, Sofus Midgaard, Leaderlab
09.30-10.30 WOW Customer Experience: Ole Kassow, Purpose
10.30-10.45 Break
10.45-12.15 Design your Customer Experience Scorecard
12.15-13.00 Lunch
13.00-13.30 Score your company on Customer Experience
13.30-14.00 Present & get feedback
14.00-14.15 Break
14.15-14.45 Make action plan
14.45-15.45 Presentation & feedback
15.45-16.00 Wrap-up and next time
16.00-17.00 Richard Kelly, IDEO, Shanghai (Skype): WOW Customer experience Asian style

IDEO & Richard Kelly

IDEO is an award-winning global design firm that takes a human-centered, design-based approach to helping organizations in the public and private sectors innovate and grow. IDEO has been a part of Rebuild21 in 2011 and 2012. If interested you can watch Richard Kelly’s Rebuild21 talk on Banks of the Future. If interested in how IDEO works here is a video that might give you an impression.

 

Paid, owned, earned and hijacked media

In a more connected and transparent world, listening to consumer dialogue and rapidly responding to consumer critique or needs is crucial. From a narrow focus on paid and owned communication companies today should focus more on how the sum of their activities are affecting their earned communication.

With the explosions of in the use search engines like Google and social media like Facebook and Twitter, earned communication plays an increasingly important role in consumer choice of products and services in the future.


Source: Forrester

As this Forrester survey documents – the opinion of friends or people you know have tried a product are the most important factor in deciding whether to buy a product. This is not new some would argue. Word of mouth has always been a critical part of the consumer decision-making process. But the new thing is that access to word of mouth and global consumers opinions have improved dramatically with the Internet and Social Media. Consumers today are crowd-sourcing decissions on anything from what cell-phone service to choose, what online banks are Mac-compatible and what carrier bike are best for transporting their children.

LEGO: Engaging Users and Building Raving fans

Conny Kalcher, Vice President for Consumer Experience at LEGO, joined LeaderLab last week to share insights on how LEGO are engaging with lead users and fans.

With products like LEGO Mindstorms and LEGO Design By Me, LEGO has demonstrated both how to form strategic partnerships but also how to open up products for user participation, mass-customization and co-creation.

LEGO is one of the world most sucesfull companies when it comes to earned communication, demonstrated by:

  • 50 million hits on Google
  • 765.000 Youtube videos
  • 883.000 pictures on Flickr

 

This is not the result of an aggresive social media strategy the last couple of years, but a long company tradition of involving lead users and fans.

Net Promoter Score

LEGO has together with Apple and many other global brands integrated Net Promoters Score (NPS), as a core component in measuring customer experience. Net Promoters Score is a very simple principle/score where costumers on a scale from 0-10 are asked: Would you recommend this product to a friend or a person you know? Customers answering 9-10 are promoter. Customers answering 7-8 are passives. And customers answering 0-6 are detractors.

The Net Promoters Score: NPS = % of promoters – % of detractors

Net Promoters Score is as seen a very simple but also very powerful measure. It is very much aligned with research about how people make decisions about buying products, as seen from the Forrester survey mentioned above. Read more about Net Promoters Score here.


Hijacked Media

As interesting as successful cases on earned communication from loved consumer brands like LEGO, is of course when things go wrong. What happens when angry consumer or former employees hijack brands and well coordinated campaigns.

In September 2010 Matthew Guiste from Starbucks joined us from Seattle to talk about Open Innovation and the Social Media philosophy. Starbucks is indisputably one of the most successful brands in Social Media with around 15 mill. fans on Facebook and more than 1 mill. followers on Twitter. But even prepared Social Media super stars like Starbucks can have it’s well planned marketing campaigns hijacked as a case from 2009 shows.

Anti-Starbucks filmmakers hijack campaign

In may 2009 Starbucks launched its biggest advertizing campaign in the company’s history. Posters was put up  in six major cities in the US. To further spread its message and engage consumers Starbucks challenging people to hunt for the posters and be the first to post a photo of one using Twitter. Read more about how the intensions behind the campaign in New York Times.

Unfortunately for Starbucks Robert Greenwald, a filmmaker, came across the above mentioned NYT article. Greenwald had been working on an anti-Starbucks documentary for some time. The documentary features interviews with several former and current Starbucks employees and makes the argument that the company has unfair labor practices and has aggressively fought off unions.

Source: BraveNewFilms

In a blog post published at the anti-Starbucks website, people were encouraged to take pictures of themselves in front of Starbucks stores holding critical signs targeted at the company’s “anti-labor practices.” Users where told to upload these photos onto Twitpic and tweet them using the hashtags #top3percent and #starbucks. This way the Starbucks was effectively Hijacked with the effect that more than 90.000 people as of today has seen the anti-starbucks film. Read more about the anti-campaign in this blog post by Simon Owens

Paid, Earned, Owned, Sold and Hijacked media

In an attempt to embed these new realities of marketing, social media and consumer dialogue McKinseyQuarterly has made an attempt to further developed the ‘Paid, Owned, Earned’ model to incorporate Sold and Hijacked media.
Hijacked Media McKinsey

Source: McKinseyQuarterly

High-profile examples of Hijacked media involve companies like Nestlé (whose Facebook page was hijacked) to Domino’s Pizza (a prank online video of two employees contaminating sandwiches appeared on YouTube) and as mentioned here Starbucks who among other thing have to live with the anti-Starbucks site: Stop Starbucks

Open Leadership and dialogue

Companies as well as CEO’s have to get used to – and learn to live with – that employees and customers have opinions about their products and leadership. There is nothing new about this! The new thing is that these opinions increasingly are publicly available via Google and Social Media like Facebook, Twitter and Forums.

In many cases both leaders and companies can learn a lot from listening and engaging in dialogue – also with critical consumers. In many cases critique of a product or a decisions is a result of consumer or employee passion. On the one hand companies can learn a lot of tapping into this passion. One the other hand it is important to understand that you as a leader or organizations at times will make unpopular decisions. Use social media to listen, make your argument and get inspired – but be prepared that you will also have to live with critique – even in public.

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