Insider Interviews with E.B. Moss

KoAnn on Building Sustainable Brands – Epi 28

Listen Later
KoAnn Skrzyniarz has been making a strong case for building Sustainable Brands in global conversations with some of the world’s biggest advertisers. It’s all about the business value of environmental and social purpose. And the data is on her side.
In time for Earth Month, or any time, in Epi 28 KoAnn (frequently known by just her first name) shares not just the “whys”, but some recent “hows”: how sustainability has moved the needle for leading brands and how to be resilient in a “VUCA” world. A what?
Listen; she’ll explain, and we also discuss:
  • The impetus for creating Sustainable Brands – and if its mission has changed more than 15 years later?
  • What kind of changes has she seen in the brand and media marketplace in terms of embracing brand purpose

    • “Twenty years ago it was not recognized that companies that understood how to innovate for environmental and social benefit were going to be the companies that survived and thrived in the 21st century.”

    • Is Corporate Social Responsibility (CSR) a good description? (Hint: KoAnn explains why it’s more a “business opportunity” and why the ANA [Association of National Advertisers] uses he notion of ‘good growth’. )
    • How companies should integrate their brand marketers and strategists, the product and service positioning teams AND the sustainability/procurement/diversity teams
    • Is our current focus on brand purpose just another trend? How does it compare to the green rush of the 2007 timeframe or rallying around Hurricane Katrina? Have companies evolved in their mission-driven work?
    • The data supportive of sales driven by environmental and social value propositions; What kinds of brand transformation are happening — and at which companies?
    • How have companies like Clorox and P&G navigated the road to sustainability? And what is a Brand Transformation Roadmap?
    • How has Sustainable Brands itself pivoted during the pandemic to salvage — and even grow — their world-class conferences in a VUCA world! (There it is again!)
      •  Additional Links:

      SB Brand Transformation RoadmapSM.

      Sustainable Brands global conferences 

      P&G Planet KIND brand

      Clorox Company social responsibility

      Twitter:

      @KoAnn

      @SustainBrands

      @mossappeal

      @InsiderIntervws

      Insta:

      @SustainableBrands 

      @InsiderInterviews

      Insider Interviews Facebook

       

       

       

      ...more
      View all episodesView all episodes
      Download on the App Store
      Insider Interviews with E.B. MossBy E.B. Moss
      • 5
      • 5
      • 5
      • 5
      • 5

      5

      15 ratings

      More shows like Insider Interviews with E.B. Moss

      View all
      Freakonomics Radio by Freakonomics Radio + Stitcher

      Freakonomics Radio

      32,037 Listeners

      Pivot by New York Magazine

      Pivot

      8,936 Listeners

      The Daily by The New York Times

      The Daily

      110,865 Listeners

      Life Kit by NPR

      Life Kit

      4,315 Listeners

      Huberman Lab by Scicomm Media

      Huberman Lab

      28,263 Listeners