Understanding Key Consumer TrendsDriving Sustainable Business Practices

Hugh Hough - Green Team

ESTC 2011 - Hilton Head, SC September 20, 2011

Green

Sustainability

Authenticity

We

Founded in 1993, Green Team is a

brand strategy firm specializing in

sustainability-related issues,

products and programs.

Green

Sustainability

Authenticity

We

Our mission is to inform, inspire and

awaken brands so that people, planet

and business can all thrive.

Green

Sustainability

Authenticity

We

We develop sustainability strategies

and campaigns that create value in a

changing world.

Our Clients

Our Non Profit Clients & Partners

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Some of the partnerships we have created or marketed

Understanding Key Consumer TrendsDriving Sustainable Business Practices

Understanding Key Consumer TrendsDriving Sustainable Business Practices

Awakening ConsumerThe Rise of the

Different brands, different values

Source: MRI 2010 Doublebase

Source: MRI 2010 Doublebase

• Written or called an elected official: 171• Engage in fundraising: 153

Source: MRI 2010 Doublebase

• Written a blog: 153

• Been published: 172

Source: MRI 2009 Doublebase

• Travel abroad: 172

• Plan travel online: 161

1. Transparency is King

2. They’re Deconstructing Your Secret Sauce

3. The Bedfellows Are Getting Stranger

4. The Inmates are Taking Over the Asylum

5. We’re All in This Together

1. Transparency is King

2. They’re Deconstructing Your Secret Sauce

3. The Bedfellows Are Getting Stranger

4. The Inmates are Taking Over the Asylum

5. We’re All in This Together

Tell the Truth

Transparency is King

1. Transparency is King

2. They’re Deconstructing Your Secret Sauce

3. The Bedfellows Are Getting Stranger

4. The Inmates are Taking Over the Asylum

5. We’re All in This Together

• Purified water• Organic wines • Fair Trade coffee• Sustainable seafood• Non-toxic cleaners• Recycling program

Know Your Supply Chain

They’re Deconstructing Your Secret Sauce

1. Transparency is King

2. They’re Deconstructing Your Secret Sauce

3. The Bedfellows Are Getting Stranger

4. The Inmates are Taking Over the Asylum

5. We’re All in This Together

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Remember Partnerships

The Bedfellows Are Getting Stranger

1. Transparency is King

2. They’re Deconstructing Your Secret Sauce

3. The Bedfellows Are Getting Stranger

4. The Inmates are Taking Over the Asylum

5. We’re All in This Together

“With an estimated 70 million bloggers, China’s leaders are under constant pressure now to be more assertive by a populist-and nationalist-leaning blogosphere, which, in the absence of democratic elections, is becoming the de facto voice of the people.”

“With an estimated 70 million bloggers, China’s leaders are under constant pressure now to be more assertive by a populist-and nationalist-leaning blogosphere, which, in the absence of democratic elections, is becoming the de facto voice of the people.”

Riding it

Fighting itRiding it

4.5 million

5,000

Keep Your Mind Open

The Inmates Are Taking Over the Asylum

1. Transparency is King

2. They’re Deconstructing Your Secret Sauce

3. The Bedfellows Are Getting Stranger

4. The Inmates are Taking Over the Asylum

5. We’re All in This Together

“This isn’t BP’s or Transocean’s fault. It’s not the government’s fault. It’s my fault. I am the one to blame and I am sorry. It’s my fault because I haven’t digested the world’s in-your-face hints that maybe I ought to think about the future and change the unsustainable way I live my life.”

Awakening Consumer Advocates

Ocean-Dependant Industry

Fishing Industry Other Industry

Organizations Thought Leaders

Press/MediaOcean Enthusiasts/Small Business

Decision Makers

Never Rest

We’re in This Together