There is a powerful opportunity for brand managers to integrate corporate responsibility commitments into brand platforms to win consumer loyalty. General Motors and Zipcar both ran recent campaigns in universities to win over students. One car company shows they understand their target audience while the other shows a disconnect.
How does Coca-Cola integrate sustainability into their operations? For several years its facility in Brampton, Ontario, one of its largest in North America, has been transforming its manufacturing and distribution to save energy, reduce carbon footprint, water usage, and material usage. In this case study we look at the goals, implementation, and progress of the programs put in place by this $20 billion food and beverage giant.
Companies know that a coordinated sustainability initiative is a business imperative. But how do you implement your sustainability initiative? Where does sustainability fit within the corporate structure? How do you overcome the inevitable challenges? Sustainability Leader of Sears Canada James Gray-Donald opens his playbook and shares the challenges and successes of leading Sears towards greater sustainability.
Unilever is the top Food & Beverage company on the Dow Jones Sustainability Index. Through Bullfrog Power, Unilever recently became the largest commercial purchaser of renewable energy in Canada at 59,000 MWh per year. What is Unilever’s sustainability strategy and why do they do it? To find out, I took a tour of their Brampton plant and talked to John Coyne, Vice President and General Counsel of Unilever Canada.
Workshop: Sharpen and refine your sustainability influencing skills. Feb 16, 2012. Toronto. Details
