Built for an executive audience, the first-of-its-kind Roadmap is a framework any organization can use as a compass towards setting goals and measuring progress towards becoming a truly “sustainable brand”.<\/p>\n
Companies are still approaching sustainability in different ways and, along with the many challenges, there is no one clear path to success. The fast pace of change is dictating that companies approach sustainability differently than they were even just a few years ago. So, the SB team seized the opportunity to capture a comprehensive process within a simple matrix format and create a diagnostic tool that allows companies to create a customized sustainability plan. The practical, flexible tool provides opportunity for self-assessment, continuous improvement and goal prioritization. Companies that use the tool will be able to set their own direction with milestones of their choosing. It applies to all companies regardless of leadership style, sustainability focus, industry or rate of momentum around sustainability.<\/p>\n
![\"\"](\"https:\/\/events.sustainablebrands.com\/conferences\/sb19det\/wp-content\/uploads\/2019\/02\/SB19-Blog-Roadmap-KHDV-1024x682.jpg\")
Dimitar Vlahov and Kevin Hagen launch the SB Brand Transformation Roadmap at SB’18 Vancouver on the plenary stage.<\/p><\/div>\n
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As broadly defined by our founder and CEO KoAnn Skrzyniarz, “A sustainable brand is a brand that surprises and delights all stakeholders in this and future generations.” In developing the Roadmap, the team found that a comprehensive definition of a “sustainable brand” includes the following five key characteristics:<\/p>\n
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- Purpose beyond profit<\/strong> \u2013 has a clearly stated, articulated and embedded environmental or social purpose beyond producing profit.<\/li>\n
- System-wide brand influence<\/strong> \u2013 leverages the power of brand influence to drive a systemic shift toward a sustainable world.<\/li>\n
- Regenerative operations<\/strong> \u2013 operates in a way that ensures the health, resilience and flourishing of society and the environment.<\/li>\n
- Net Positive products and services<\/strong> \u2013 delivers products and services that result in sustainable outcomes across the whole value chain.<\/li>\n
- Transparent and proactive governance<\/strong> \u2013 demonstrates strong commitment to transparency, integrity and leadership in governance.<\/li>\n<\/ul>\n
The framework presents the pathway to sustainability as a five-stage process, moving from a conventional business (Level 1) to a sustainable brand (Level 5) \u2013 at which the organization is “profitably operating in a net positive business ecosystem by generating or restoring social, environmental and economic capital” \u2013 and companies can use the Roadmap to assess their progress on the five characteristics: Purpose, Brand Influence, Operations, Products & Services, and Governance.<\/p>\n
Our own Dimitar Vlahov, Director of Knowledge & Insights, along with Kevin Hagen, VP Environment, Social & Governance Strategy at Iron Mountain, will lead an honest discussion on what real-world progress looks like at SB\u201919 Detroit<\/a><\/strong>.<\/p>\n
According to Hagen and Vlahov, we are still very much in the beginning stages and the world has yet to see a Stage 5 company. “More companies have not started than are on the journey,” Hagen said. “Getting started is hard, and then progress tends to plateau. Basically, if you are in Stage 2, you should be feeling great!”<\/p>\n
![\"\"](\"https:\/\/events.sustainablebrands.com\/conferences\/sb19det\/wp-content\/uploads\/2019\/02\/SB19-Blog-Roadmap-Breakout-1024x682.jpg\")
Kevin Hagen dives into the SB Brand Transformation Roadmap during a breakout session at SB’18 Vancouver.<\/p><\/div>\n
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This June, Vlahov and Hagen will host a workshop on the Roadmap tool, sharing examples of real-world progress and hosting an open and honest discussion about the challenges to adoption. Hear from those already on the path toward transforming their brands; the plateaus they\u2019ve hit and how they are seeking to move beyond convention. Learn about the Brand Transformation Roadmap; the insights gained at last years conference and the new tactics highlighted by this intimate discussion.<\/p>\n
- System-wide brand influence<\/strong> \u2013 leverages the power of brand influence to drive a systemic shift toward a sustainable world.<\/li>\n