There is a real buzz emerging from Sustainable Brands annual conference in San Diego focusing on the progress purpose-driven brands are having in moving the sustainability agenda. The strap line theme for this years event is from Revolution to Renaissance, and explores the positive sustainability shifts currently taking place where business and society meet.
‘Research shows that brands have failed to align themselves with changes in society’
From the event, there are significant articles from Jo Confino at Guardian Sustainable Business (one of the event platinum sponsors), in particular – Consumers believe brands can have positive impact but are failing to do so and Can brands help unlock the power of citizens to change the world? and well worth a read.
Tuning into #SB13, following the livestream coverage, sharing tweets thoughts with others and reading the Guardian articles, it strikes me the UK Green Deal programme is a prime platform where purpose driven material and equipment suppliers could make a huge impact. Could green deal product suppliers move away from traditional supply and sales driven profit routes and focus on a purpose of reducing fuel poverty, improving wellbeing and influencing the greendeal consumer?
Could the Kingfisher group be the first to move into this space and pioneer a ‘net positive’ and purpose-driven approach to Green Deal? Nick Folland, the company’s group corporate affairs director thinks so:
The Kingfisher of the future could be as much about helping people make, mend and repair things than selling them kit. “We’re going to go out into communities and teach these things, and [help them be] more self-sustaining.”
One of the notable themes from SB13 is the need for product brands to connect, collaborate and scale fast, filling the sustainability gaps that governments at present can not.
What a different green deal we could have!