“How might our businesses serve our humanity, and how might our humanity serve our businesses?” (Raphael Bemporad, BBMG speaking at Sustainable Brands, London)

Sustainable Brands finally came to London, in November, a long way from its most recent home in balmy San Diego. The organisers may not have brought us sunshine but the event did bring a strong call for more humanity, heart, purpose, bravery and honesty in brands and business….

Sustainability labels should focus more on actual company performance

When we talk about the “eco-label model” we’re really talking about a combination of three things.

First, standards – a set of requirements, usually taking a consensus-based approach. Second, certifications – providing assurance of conformity against this standard. And, third, the eco-labels themselves – on-pack marks that indicate conformance with the standard.

This model came into being over…

I was in Austin last week for a Sustainable Life Media (SLM) double-header. First a meeting of the Sustainable Brands Advisory Board, then the SLM Corporate Members meeting.

Hosted with aplomb by Dell, sessions included a tour of the Dell Social Media Command Center (a fascinating, real-time window into what everyone, everywhere is saying about their Dell experience), and an inspiring visit to the new LEED Gold certified offices of Lance Armstrong’s LIVESTRONG Foundation, with both proving there is more going on in Austin than music, football and great Tex-Mex like Guero’s (though those are fine too, with Guero’s servings proving again that everything is bigger in Texas).

For everything packed into the two days, I left thinking about a presentation by Simon Mainwaring, the best-selling author of We First …

Fast-moving industries involved in the production of consumer goods, food, apparel and precious stones have all come under pressure about the provenance of materials, components and products in their supply chains. Many companies in these sectors have responded by developing mechanisms to assure customers and consumers that products can be traced and sourced with environmental and social considerations in mind. Such traceability has reshaped expectations of corporate accountability and transparency.

Attention is now turning to oil and gas. The sector is already facing a reputational crisis following the BP Deepwater Horizon oil spill, the WikiLeaks disclosures and recent events around the Keystone XL oil pipeline and controversy in the UK over the European fuel quality regulation means that it is likely inevitable that there will be growing demand for greater transparency. As in other sectors, traceability will be a key feature of the rising tide…

Sustainable consumption has been high on our agenda in recent months. Most recently, our latest report Signed, Sealed… Delivered? highlights the diminishing returns from sustainability labels and calls for sustainability to be ‘built-in’ rather than ‘bolt-on’ (or, in this case, labelled-on) to consumer brands.

So with my antennae sensitised for unsustainable consumption, I was stunned to flick through the Financial Times‘ Weekend magazine Christmas Unwrapped and read endless exhortation of excessive consumption…

SustainAbility’s recent paper – Signed, Sealed…Delivered? – provides thoughtful insight and constructive recommendations on ways to make large scale shifts to new models of production, which will result in more sustainable and socially beneficial conditions.

My work is centered on linking market demands with improved raw material production through complex commodity supply chains and business realities. I believe that we must account for the true cost of a sustainability or ethical system and maximize…

As SustainAbility’s new report, Signed, Sealed… Delivered?, explains, certification marks can help build trust in brands and influence consumer behaviour. But they are not universally successful, for all people, in all circumstances. What alternative approaches can be usefully employed? Business in the Community’s Simon Lee explains the findings from their recent report, Influencing Consumer Behaviour – A Guide for Sustainable Marketing.

Why aren’t people acting?

Trust marks undeniably provide a quick, easy method to communicate a company or product’s sustainability credentials to consumers. Yet…

Labelling has an important role to play in conveying information about sustainability to consumers, but it is by no means a panacea for all the ills of unsustainable consumption. Consumer awareness does not simply equate to consumer action; it must be accompanied by incentives, disincentives and, crucially, the phasing out of products and services that have the greatest impact.

This logic does not only apply to the issue of sustainability. Research consistently points to the need for multi-pronged approaches to changing consumer behaviour in areas such as nutrition, financial services, and pharmaceuticals, to name but a few. All the evidence suggests that point-of-sale information alone is not enough change consumer behaviour.

SustainAbility is thrilled to be on the cusp of launching our latest research report, Signed, Sealed…Delivered? In addition to the global public release online and in print November 16th, we will host in-person launch events in Washington, DC and London on November 16th and 18th, respectively, where our findings will be debated and dissected in workshop format with representatives from certification and labeling initiatives, engaged businesses and other stakeholders.

A question and answer with Wood Turner and Mike Bellamente of Climate Counts, one of the ratings profiled in SustainAbility’s Rate the Raters research series.

1) Looking at the Phase Four paper of Rate the Raters, what resonates most with you?

Now that corporate sustainability ratings have been around awhile, SustainAbility’s Rate the Raters project helps us gauge what the future holds. The phase four paper establishes that rating standards will require greater differentiation moving forward, and that raters will need to distance themselves from the overly saturated data compilation side of the business in order to remain competitive. We at Climate Counts certainly believe this to be true; indeed, if our goal is to point the business community in the direction of climate change awareness and leadership, it should be done with clarity and efficiency, not complexity and duplication.

As Rate the Raters pointed out, we are indeed witnessing a proliferation of “sustainability-related“ ratings, but these come in many different sizes and flavours, making comparison difficult. While some are directed towards consumers, others are akin to corporate reputation barometers, others are issue-specific, and still others are largely driven by ethical considerations. Only a handful seek to provide investors with a comprehensive view on a company’s performance and its ability to address long-term challenges compared to its peers, and can therefore be considered truly “mainstream” from an investor’s perspective.

I’ve spent most of my career working on some aspect of company evaluations or ratings, and all I can say is that if there was an easy single answer to “which is the best company?”, I could be retired on a lovely beach somewhere.

In my own view, the current discussion of the usefulness and quality of sustainability ratings and rankings is more hopeful than discouraging. If I look back over the past decade, many ratings and rankings have greatly improved their quality and methodology. Companies are more transparent and more managers and corporate executives are asking questions about how to drive value through corporate responsibility (driven in part by the attention and competition generated by ratings).

Imagine a company which always paid its workers a fair wage, only sourced materials from sustainable sources, created minimal environmental impact and operated a system of offsets so as to be 100% carbon neutral.

How would this company convince you as an ethical shopper to buy its products?

I write this on the plane back to London from a wonderful (if logistically bumpy – thank you State Department and friends for getting me home!) trip to the States, where we kicked off our Signed, Sealed… Delivered? research by running sessions at Sustainable Brands 2011 in Monterey, California (hosted by KoAnn Skyrzniarz and team at Sustainable Life Media), Starbucks (hosted by Ben Packard and Colleen Chapman of the Starbucks global responsibility team) and Method (hosted by director of sustainability Drummond Lawson – see my colleague Mark Lee’s blog for a recap).

With the wonderfully diverse set of B2B and B2C (food & beverage, retail, paper, household & personal care, biotech, industrial materials and carpet) and functional perspectives represented (from procurement to brand & marketing), our goal was to explore the following questions…

San Francisco is a trend-setting kind of place. Politically, technologically, environmentally, gastronomically, oenologically and otherwise, it’s a city that’s had a few moments.

A relatively recent addition to the Bay Area avant-garde is Method, a line of home care products launched in 2000. The products are colorful, effective and non-toxic, so you don’t need to worry about having them under your sink, while Method’s package design comes as close as possible to making soaps sexy – you actually want them on display…

I’m on my way to the Sustainable Brands conference in Monterey this week where my colleague Mark Lee will be delivering the opening keynote. While I’m looking forward to tapping into (and trying to help shape) the latest thinking on a variety of topics in this space, I’m probably like a lot of participants who are dying to see how the current mini-debate over the state of green marketing itself – touched off a few weeks ago by Joel Makower’s great provocation that green marketing is over and it’s time to move on – will play out at the conference. We briefly framed the debate in another post earlier today, which I aim to complement here with a few further thoughts and opinions.

At the end of last year, my colleagues and I wrote, debated, and then re-wrote a blog on ten sustainability trends from 2010. Now that 2011 is underway, here are five trends we’re watching closely. We hope you’ll join the discussion and share your thoughts on the key issues appearing (and not appearing) on this list.

SustainAbility’s new research program explores the efficacy of eco-labels and certification schemes.

Highlights of feedback and reactions we’ve received so far, and a call for your opinions as we turn to phase four.

Reflections, observations and trends (in no way exhaustive) from 2010.