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I got three terrific takeaways from the July 9 Do Sustainability webinar “Building a Sustainable Brand” with Edelman’s Henk Campher (@AngryAfrican) and Marks and Spencer’s Mike Barry (@planamikebarry).

1. “Is it relevant to ME?” is the KEY consumer question for creating sustainable products, which are the bedrock of a sustainable brand.

2. A cigarette is still a harmful product, no matter how sustainably it’s made. This is a great insight for remembering to consider how you make something–the process–as well as what you make–the product.

3. Henk showed a great slide for illustrate where your company is on the sustainability continuum.

One one end is Marlboro, which does not consider sustainability at all as part of its core value proposition.

And on the other end, Method, which has sustainability built in to the company’s DNA.

****Ignored-Marlboro****

****Complied-McDonalds****

****Observed-Apple****

****Aligned-Dove****

****Acquired-Nike****

****Enhanced-Levi’s****

****Inspired-TOM’s****

****Designed-Method****

I loved how Henk used real examples of companies that everyone knows to make his point.

Kudos to my colleague Jeana Wirtenberg for her Stanford Social Innovation Review piece on 3 transformative business sustainability trends http://t.co/oIzOWPfIx1

Three takeaways from the July 9 Do Sustainability webinar “Creating a Sustainable Brand” with Henk Campher @AngryAfrican and Mike Berry @planamikebarry

1. “Is it relevant to ME?” is the KEY consumer question for creating sustainable products, which are the bedrock of a sustainable brand

2. A cigarette is still a harmful product, no matter how sustainably it’s made. Great @AngryAfrican insight regarding product vs. process.

3. Henk Campfer lays out how companies embed sustainability as a value proposition journey, from Marlboro to Method:

Ignored-Marlboro

Complied-McDonalds

Observed-Apple

Aligned-Dove

Acquired-Nike

Enhanced-Levi’s

Inspired-TOM’s

Designed-Method

Because money. NJspotlight Opinion: Why Doesn’t the NJDEP Believe in Global #Climate Change? http://t.co/01Zo7E4cSe

Helpful level-setting: A Behind-the-Scenes Look at Private Equity’s Sustainability Progress http://t.co/cqEt28DOF4

Breaking the “Isn’t it tacky?” taboo re foodwaste. Nope. Waste is tacky. http://t.co/XIGXfE5Oeg

Let’s hope so. Can thousands of environmental and social justice groups in US join forces to challenge the economic status quo?

Carbonbrief asked energy companies if climate action could lead to ‘stranded assets’. Their response: http://t.co/yODRaFS6GR

Nicely done. “In Truth There Is Beauty” http://t.co/6HWVx0ezbC

Can Quirky model serve corporate sustainability behavior change as well as making more things? http://t.co/KhuZU2Ozlm

Restraint as a value for greater good. @timoreilly “Orgs should actively resist winner-takes-all strategies” http://t.co/o2cz7D13e8

Cogent thinking on Resilience as a strategic frame. The End of #Sustainability http://t.co/Gs6rc9fgRQ

Rubber meet road. Andrew Winston’s free ebook on setting context/science-based metrics & targets. http://t.co/QtDYGVIDab