green giants: what underlies the success of the world’s first billion-dollar sustainable brands,...
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Freya Williams | @freya1 Author Green Giants: How Smart Companies Turn Sustainability into Billion Dollar Businesses
Green Giants: What Underlines the Success of the World’s First Billion Dollar Sustainable Brands, and How Others Can Catch Up
#SB15London
E FREYA WILLIAMS
WHAT’S THE BUSINESS CASE
FOR SUSTAINABILITY?
$1B (THAT’S BILLION WITH A ‘B’)
THE NEW WORLD ORDER
ANNUAL REVENUE
$100 BILLIO
N
(PRODUCTS FOR A MORE SUSTAINABLE
LIFE AT HOME)
(FLYKNIT)
GREEN GIANTS DEFINITION: 9 COMPANIES THAT MAKE OVER $1BILLION IN ANNUAL REVENUE FROM PRODUCTS OR SERVICES WITH SUSTAINABILITY OR SOCIAL GOOD AT THEIR CORE.
IF ECOMAGINATION WERE A STANDALONE COMPANY IT WOULD QUALIFY FOR THE FORTUNE 100.
UNILEVER’S PURPOSE-DRIVEN BRANDS ARE GROWING 2X THE REST OF THE PORTFOLIO
TOYOTA STILL COMMANDS MORE THAN 50% OF THE US HYBRID MARKET 14 YEARS AFTER THE PRIUS US LAUNCH.
11.7%
amount by which Green Giants’ stock outperformed comparison companies annually between June 2010 and April 2015
$3,251 $1,93
2
GREEN GIANTS
COMPETITORS
$1000 over 5 years…
THE SIX COMMON FACTORS
THE ICONOCLASTIC LEADER
1 DISRUPTIVE INNOVATION
2 A PURPOSE BEYOND PROFIT
3
BUILT-IN NOT BOLTED ON
4 MAINSTREAM APPEAL
5 A NEW BEHAVIORAL CONTRACT
6
1 THE ICONOCLASTIC LEADER
THE ICONOCLASTIC LEADERS
TAKESHI UCHIYAMADA FORMERLY CHIEF ENGINEER, NOW CHAIRMAN
ELON MUSK CEO & CHIEF PRODUCT ARCHITECT
HANNAH JONES CSO
STEVE HOWARD CSO
JOHN MACKEY FOUNDER & CO-CEO
PAUL POLMAN CEO
JEFFREY IMMELT CHAIRMAN & CEO
T
ANTÔNIO LUIZ DA CUNHA SEABRA CEO
T
STEVE ELLS FOUNDER & CO-CEO
T T
T T
1. CONVICTION 2. COURAGE 3. COMMITMENT 4. CONTRARIAN
4Cs
2 DISRUPTIVE INNOVATION
MAKE IT BETTER, NOT JUST GREENER
1.0 2.0
3 A PURPOSE BEYOND PROFIT
NAME THAT COMPANY? To build shareholder value by delivering pharmaceutical and healthcare products, services and solutions in innovative and cost effective ways
To maximize long‐term stockholder value, while adhering to the laws of the jurisdictions in which it operates and at all times observing the highest ethical standards.
Our goal is to be a superior investment for our shareholders through the production, transmission & distribution of electricity, natural gas and natural gas liquids to customers in the United States
Create value for shareholders through the energy business.
The purpose of the X Company is to earn money for its shareholders and increase the value of their investment. We will do that through growing the company, controlling assets and properly structuring the balance sheet, thereby increasing EPS, cash flow, and return on invested capital.
NAME THAT COMPANY REDUX?
To create a better everyday life for the many people To bring inspiration and innovation to every athlete in the world* *If you have a body, you are an athlete. To make people feel good about themselves, about others and about the natural environment and the whole of which we are part To help expedite the move from a mine-and-burn hydrocarbon economy towards a solar electric economy To make sustainable living commonplace
THE PURPOSE PARADOXTM*
Companies that pursue purpose are more profitable
than those that pursue profit alone
*Joke
WHY DOES
MY BUSINESS EXIST?
WHY DOES
BUSINESS EXIST?
5 MAINSTREAM APPEAL
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Design note: these images are designed to give an impression of what Otarian is as audience likely won’t know
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WHO’S NEXT?
THE NEXT BILLIO
NS
www.GreenGiantsBook.com [email protected] @freya1 #GreenGiants