Post by account_disabled on Mar 5, 2024 0:56:25 GMT -5
KIEV, UKRAINE - OKTOBER 03, 2015: A logotype collection of well-known world brand's printed on paper. Include Google, Samsung, Nokia, Apple, PayPal, Sony, Visa, Ebay and more others logo. Selective focus
The health emergency has deeply shaken the global economy and changed the way we do business. We have never been so exposed or so interconnected. We face a number of crucial decision points as we begin the path of rebuilding post-COVID-19.
How do we accelerate sustainable development and sustainable business? What should we do differently? Where are we not doing enough? How can we overcome the barriers? How can we build better brands again ?
5 pillars with purpose for a post-COVID-19 reconstruction
According to Sustainable Brands , over the past year, an Chile Mobile Number List extensive research project was carried out in which more than 100 conversations were held with sustainability leaders from Asia, the United States and Europe.
Among them, Christopher Miller, head of Ben & Jerry's global activism strategy; Andrew Winston, author, advisor and speaker; Sally Uren, CEO of Forum for the Future; Dave Stangis, founder and CEO of 21C IMPACT and former Chief Sustainability Officer at Campbell Soup Company, among many others). They wanted to know how they thought the sustainable business would evolve after the pandemic.
To help put a solid structure and framework behind this challenge, the SB Brand Transformation RoadmapSM (BTR) was used . The guide was applied to the entire series of conversations and all the new ideas that were collected were organized under five key pillars:
Purpose.
Brand influence.
Supply chain.
Innovation.
Governance.
Subsequently, they dedicated themselves to seriously reflecting and synthesizing to offer a general post-pandemic image of each of these five dimensions. They also made sure to note the maturity levels of the ideas involved, distinguishing between low/medium maturity (levels 1-3) and high maturity (levels 4-5).
post COVID-19 reconstruction
This level 1 to 5 system reflects the journey from business as usual (level 1) to becoming a truly sustainable brand (level 5). Let's take a minute to briefly review each pillar (the full report is available here ).
5 key pillars for a post-COVID-19 reconstruction
1. The purpose
Purpose, the first dimension, may seem obvious at first glance, but it is definitely not. Although we currently live in the “era” of purpose and many companies are working to establish a powerful and well-formulated purpose, relatively few have been able to bring the purpose to life concretely and successfully integrate it into strategies and business plans. complete action.
It's the age of purpose, but the term is often misused or not applied comprehensively, so it's wise to step back and dig deeper.
At Quiero , it is believed that Purpose should lead all the way to a clear delivery point. Otherwise, it risks becoming an endless journey of aspirations without enough action, which ultimately fails to engage people (both internally and externally) and create meaningful impact.
post COVID-19 reconstruction
Brands and companies should ask themselves how to manifest their mission statement: How can they be socially useful and help build a resilient environment?
Sally Uren, Chief Executive Officer for the Future.
What is really needed is an actionable and transformative promise that meaningfully connects with people, inspires real commitment and thus constitutes a true mobilizer of people.
Furthermore, purpose does not have to be static: like the organization to which it belongs, it is subject to continuous improvement. Purpose must be re-evaluated periodically, in parallel with the changing demands of society. It is totally alive and continues to evolve over time.
2. Brand Influence
The second dimension is Brand Influence, which is fundamentally based on new forms of leadership that seek to activate customers and other stakeholders in broad systemic changes in any sector, and with respect to the economy as a whole.
Through Brand Influence, powerful new relationships are established with customers and other stakeholders based on a set of authentic brand values.
post COVID-19 reconstruction
In this sense, we must go beyond the mere definition of people as consumers, expand the scope of attention beyond transactions and consumption, consider what sustainable lifestyles and behaviors mean to them, and magnify their role as citizens and agents of change.
It is no longer enough to sell a product to a consumer: we now need brands that can speak and engage with citizens at deeper levels.
As Christopher Miller said, "We want to help our followers take action and be part of social movements."
3. Innovation
The third dimension is innovation, which can give its best when catalyzed by the principles of sustainability and regeneration. The key to further progress in this dimension lies in the progress of both well-established methodologies (such as life cycle assessment) and new bottom-up experimentation driven by new generations of data and technology.
The health emergency has deeply shaken the global economy and changed the way we do business. We have never been so exposed or so interconnected. We face a number of crucial decision points as we begin the path of rebuilding post-COVID-19.
How do we accelerate sustainable development and sustainable business? What should we do differently? Where are we not doing enough? How can we overcome the barriers? How can we build better brands again ?
5 pillars with purpose for a post-COVID-19 reconstruction
According to Sustainable Brands , over the past year, an Chile Mobile Number List extensive research project was carried out in which more than 100 conversations were held with sustainability leaders from Asia, the United States and Europe.
Among them, Christopher Miller, head of Ben & Jerry's global activism strategy; Andrew Winston, author, advisor and speaker; Sally Uren, CEO of Forum for the Future; Dave Stangis, founder and CEO of 21C IMPACT and former Chief Sustainability Officer at Campbell Soup Company, among many others). They wanted to know how they thought the sustainable business would evolve after the pandemic.
To help put a solid structure and framework behind this challenge, the SB Brand Transformation RoadmapSM (BTR) was used . The guide was applied to the entire series of conversations and all the new ideas that were collected were organized under five key pillars:
Purpose.
Brand influence.
Supply chain.
Innovation.
Governance.
Subsequently, they dedicated themselves to seriously reflecting and synthesizing to offer a general post-pandemic image of each of these five dimensions. They also made sure to note the maturity levels of the ideas involved, distinguishing between low/medium maturity (levels 1-3) and high maturity (levels 4-5).
post COVID-19 reconstruction
This level 1 to 5 system reflects the journey from business as usual (level 1) to becoming a truly sustainable brand (level 5). Let's take a minute to briefly review each pillar (the full report is available here ).
5 key pillars for a post-COVID-19 reconstruction
1. The purpose
Purpose, the first dimension, may seem obvious at first glance, but it is definitely not. Although we currently live in the “era” of purpose and many companies are working to establish a powerful and well-formulated purpose, relatively few have been able to bring the purpose to life concretely and successfully integrate it into strategies and business plans. complete action.
It's the age of purpose, but the term is often misused or not applied comprehensively, so it's wise to step back and dig deeper.
At Quiero , it is believed that Purpose should lead all the way to a clear delivery point. Otherwise, it risks becoming an endless journey of aspirations without enough action, which ultimately fails to engage people (both internally and externally) and create meaningful impact.
post COVID-19 reconstruction
Brands and companies should ask themselves how to manifest their mission statement: How can they be socially useful and help build a resilient environment?
Sally Uren, Chief Executive Officer for the Future.
What is really needed is an actionable and transformative promise that meaningfully connects with people, inspires real commitment and thus constitutes a true mobilizer of people.
Furthermore, purpose does not have to be static: like the organization to which it belongs, it is subject to continuous improvement. Purpose must be re-evaluated periodically, in parallel with the changing demands of society. It is totally alive and continues to evolve over time.
2. Brand Influence
The second dimension is Brand Influence, which is fundamentally based on new forms of leadership that seek to activate customers and other stakeholders in broad systemic changes in any sector, and with respect to the economy as a whole.
Through Brand Influence, powerful new relationships are established with customers and other stakeholders based on a set of authentic brand values.
post COVID-19 reconstruction
In this sense, we must go beyond the mere definition of people as consumers, expand the scope of attention beyond transactions and consumption, consider what sustainable lifestyles and behaviors mean to them, and magnify their role as citizens and agents of change.
It is no longer enough to sell a product to a consumer: we now need brands that can speak and engage with citizens at deeper levels.
As Christopher Miller said, "We want to help our followers take action and be part of social movements."
3. Innovation
The third dimension is innovation, which can give its best when catalyzed by the principles of sustainability and regeneration. The key to further progress in this dimension lies in the progress of both well-established methodologies (such as life cycle assessment) and new bottom-up experimentation driven by new generations of data and technology.