Hint: It doesn’t involve the word sustainability
Two weeks ago, I attended the Sustainable Corporation Conference and was struck by an interesting thread that ran through many of the discussions. It went something like this: don’t try to sell sustainability, because from your C-suite to your customers, they aren’t buying it. Instead, consider what your target audience really wants — and speak that language.
This theme reflects an interesting evolution in company and consumer approaches to sustainability. Just a few years ago, sustainability and similar terms like ‘green’ and ‘eco-friendly’ were splashed across products and initiatives and viewed as a differentiator among competitors. With many companies adopting sustainability practices and products, such messages aren’t standing out anymore.
Adam Lowry, co-founder of Method, discussed this point on a panel at the conference. Method realized they could not compete against large companies like P&G who could not only produce sustainable product lines, but could also put their gigantic marketing machine behind them. So Method took a different approach. Instead of positioning the product around its sustainability chops (which it certainly has), they identified a compelling insight for mainstream shoppers – a desire for a good looking, light-weight, easy-to-use product. Method chucked the traditional large and heavy detergent jug and created a small, sleek pump that could be easily used with one hand.
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This is the second installment of a two part series on innovation and corporate philanthropy. Part one can be found here.
Innovation within the world of corporate philanthropy is rare. As social entrepreneurs and investors are discovering new ways to create social change and build economies, most corporate foundations – many of which are addressing the same issues — are simply not paying attention. They’re missing out on a huge opportunity – not only to lead within their industry, but to help pave the path for America’s future.
In 2011 corporate giving in the U.S. alone exceeded $15.29 billion! America is entering a new phase in its history, one filled with serious social and environmental problems and increasing competition from around the world. The debate on how to improve American competiveness has begun and it’s becoming more clear that we won’t be able to compete globally until we’ve addressed many of the problems that plague us as a nation locally. It’s no longer enough to hand out money like candy on Halloween. It’s time to for companies to start treating their foundations the same way they do their other business units and holding them accountable to the same high standards of innovation.
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Companies all over the world are in a race to innovate. For developed countries like the U.S., innovation is often regarded as the final growth frontier. Innovate or die. It seems that every executive is scrutinizing every square inch of their company looking for ways to ‘innovate’ — all except for in one area: the corporate foundation.
The idea of corporate giving was essentially born in America when the Rockefellers, Fords and Carnegies decided that it was their responsibility to build strong communities, which would in turn support their businesses. It was a good idea, rooted both in kindness and strategy: having strong communities leads to a strong economy, which is good for business. [click to continue…]
If you’ve ever dipped into a jar of Nutella, you’ll know that its creamy richness is unlike any other spread. The chocolatey hazelnut spread with hints of vanilla is absolutely divine. I sometimes eat it by the spoonful (really), or spread it on a piece of toast and marvel at its deliciousness. However — despite its slogan “breakfast never tasted this good” — I’ve always viewed this treat as a dessert food. Never once has it crossed my mind that my Nutella spread could replace my hearty bowl of flax seed oatmeal or hard-boiled egg for breakfast. Unfortunately for Nutella, not everyone thinks the same way.
Two moms from San Diego filed a lawsuit against Nutella’s maker, Ferrero U.S.A. Inc., over false advertising claims — and the lawsuit was settled last week, with Ferroro agreeing to set up a $3 million fund to repay customers up to $4 for jars of Nutella purchased between Jan. 1, 2008 and Feb. 3, 2012 (Aug. 1, 2009 and Jan. 23, 2012 if you live in California).
According to the lawsuit, Nutella is “deceptively marketed, advertised, and sold [to consumers] as a ‘healthy’ and ‘nutritious’ food.”
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