For over a decade, the Sustainable Brands community has been at the forefront of elevating the business case for embedding environmental and social purpose into the core of a brand. The future of business requires a certain level of leadership to move us closer towards becoming purpose-led brands and that starts with a personal commitment to rethink one’s relation(ship) to work as well as their brand or company’s role in the world.
In 2013, BMW i asked consumers to rethink what it meant to drive an electric vehicle. Its new all electric vehicle was constructed of Carbon Fiber Reinforced Plastic, a material just a strong as steel but half the weight. It was manufactured in an automotive plant that relied exclusively on renewable energy sources and the production of the vehicle used 50% less energy and 70% less water. In addition, 95% of the materials used were completely recoverable, solving end-of-life cycle challenges that most vehicles face.
This archive video from SB’13 San Diego features Uwe Dreher, Head of Marketing for BMW i discussing how its new electric vehicle started with a vision to completely reimagine the future of mobility.
Transformative personal purpose and courageous leadership have given rise to many of today’s outstanding brands and breakthrough sustainability solutions. In the weeks leading up to SB’16 San Diego, we’ll be sharing inspirational stories from our community archives and building upon our 2016 global conversation – Activating Purpose. Key conversation topics this year will include: a behind the scenes view of consumer engagement campaigns that are shaping purpose-driven brand positioning; disruptive innovators who are inspiring others to design products with the whole value chain in mind; new data on investor attitudes with respect to purpose and sustainability; and the benefits of purpose-driven employees and changing employee culture to embed sustainability priorities through an entire organization.
Brands are moving beyond the concept of purpose-driven brand leadership to actually developing real tools, techniques and models for activating purpose. In your opinion, who are the companies that are consistently performing above the pack?