A presentation titled Inside Out delivered at the 2009 Food Marketing Institute Sustainability Summit held in San Francisco, CA. This show was co-prepared and co-presented with Mitch Baranowski of BBMG and Jackie DeLice of Zunda Group.

1. Inside Out
The Complete Green Retail Design Story
FMI Sustainability Summit
August 19, 2009
Bill Sweet
Kevin O’Donnell | Mitch Baranowski | Jackie DeLise

2. “A Change Is Gonna Come”
(green branding and marketing from the
outside-in and the inside-out)
Food Marketing Institute
Sustainability Summit
Aug. 17, 2009

3. About BBMG
A new kind of marketing firm, dedicated to
the intersection of branding, sustainability
and innovation. Founded in 2003, offices
in New York and San Francisco, 35+
design awards. Learn more at bbmg.com.

4. It’s Easy Being Green Today
Or is it? Green has gone mainstream. And
for many companies, it’s not just a
philosophy. It’s a marketing strategy.

6. The Question Before Us
What marketing strategies can you use to
tell an authentic story so longtime
customers and new ones will trumpet your
brand far and wide?
Is this the right question...?

7. Conscious Consumers
Green is up. Trust is down. And consumers
are redefining value in the new economy.
It’s about value and values.

8. Take Amanda
“I won’t compromise on the quality of the
food I buy. I will no longer walk into my
corner grocery store and buy organic milk
for five dollars. I’ll wait. If I can’t get to
Trader Joe’s and buy it for $3.50, I’ll go
without it for that day and a half.”
– Amanda, 40s, married, children, CA

9. MADE IN THE USA
LOCALLY GROWN
ENERGY EFFICIENT
Trustworthy NON-TOXIC
ORGANIC
Claims? NO ANIMAL TESTING
ALL NATURAL
ENVIRONMENTALLY-FRIENDLY
HORMONE or PESTICIDE-FREE
GREEN
CAGE-FREE OR FREE-RANGE
FAIR TRADE
CARBON NEUTRAL

10. How Do You Know?
Of 2,000 consumers we surveyed, one in
four have no way of knowing if a
company’s claims are valid.
Only 5% turn to company advertising.
Only 4% look for a CSR report.

11. Who Is Least/Most Socially
Responsible?
Walmart tops both lists: The Walmart
Paradox. Interestingly, 41% of respondents
could not name a single socially
responsible company.

12. Who Will Win the Trust Mark Wars?
Of 400+ seals vying for attention, only
three have decent awareness. Familiarity
does not equal favorability. Nor does it
translate into intent to purchase.

13. Familiarity & Intent to Purchase
89% 87%
familiarity
62% intent to purchase
56%
45% 45%
23% 21%
18% 19% 18%
7% 7% 6%

14. Familiarity & Intent to Purchase
familiarity
intent to purchase
17% 14% 12% 11% 11%
6% 6% 5% 5% 4% 6%
2%

15. Why Care About Conscious
Consumers?
Three times more likely to be early
adopters. Younger. Wired. Four times more
likely to spread the word (+/-). Eager to
reward. Quick to punish.

16. As more consumers ask not
“What am I buying?” but “What
am I buying into?” winning
brands will distinguish
themselves with more authentic
stories and engaging
experiences using a new
branding paradigm.

17. SUSTAINABLE BRANDS
Brand 1.0 Brand 2.0
Logo & Tagline Experience
Product Empowering Platform
Marketing Movement
Transaction Transformation
Monologue Exponential Dialogue
Buying Being
What HOW

19. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Storytelling

20. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Storytelling
Most Americans have their
first retail experience before
they are six months old.

21. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative

22. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Industrial Age Business Model
Virtually endless supply of cheap raw materials.
Abundant and inexpensive power.
Plentiful low cost labor that’s easy to replace.
The ability to externalize environmental costs.

23. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Gray Economy
Planet Power People Profit
Green Economy

24. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
sustainability matrix
Planet Power People Profit
Resource Energy Eliminate Net Zero
Green Preservation Conservation Toxins Cost
Waste Embodied Locally Life Cycle
Greener Reduction Energy Cultivated Cost
Closed Loop Alternative Nurturing Ecosystem
Greenest Systems Supply Environments Cost

25. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
sustainability matrix
Planet Power People Profit
Resource Energy Eliminate Net Zero
Green Preservation Conservation Toxins Cost
Waste Embodied Locally Life Cycle
Greener Reduction Energy Cultivated Cost
Closed Loop Alternative Nurturing Ecosystem
Greenest Systems Supply Environments Cost

26. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Recycle : Post-Consumer Content
3Form IceStone Stardust Glass
Bedrock Industries Shetkaworks Interstyle Eleek

27. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Recycle : Post-Consumer Content

28. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Recycle : Pre-Consumer Content
Junckers Ekobe Kerei Habitus
Alkemi Biofiber Wheat COR Products Constantine Carpet

29. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Recycle : Pre-Consumer Content

30. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Repurposed
Appalachian Hardwoods Terra Mai Trestlewood
Colonial Barn Mountain Lumber West Lincoln Barnboard

31. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Repurposed

32. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Rapidly Renewable
Plyboo End Grain Dura Palm
Nova Cork Nova Cork Constantine Carpet Maya Romanoff

33. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Rapidly Renewable

34. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Reduced Virgin Resources
Ancient Woods Kauri Lumber Kauri Veneer
Halm Lumber LA Treasures

35. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Panelite
Rethink Manufacturing
01/29/2007 12:19 AM
Interstyle Fusion Plexwood Panelite
Modular Arts Interlam Caba

36. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Rethink Manufacturing

37. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Locally Cultivated

38. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Locally Cultivated

39. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Locally Cultivated

40. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Locally Cultivated

41. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Industrial Waste
source: Ray Anderson, CEO of Interface Carpet
1 32

42. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Industrial Waste
source: Ray Anderson, CEO of Interface Carpet
1 32

43. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Industrial Waste
source: Ray Anderson, CEO of Interface Carpet
TRASH

44. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Industrial Waste
source: Ray Anderson, CEO of Interface Carpet
TRASH

45. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
Meat
Seafood
Cheese
Bakery
Produce
Deli Floral
Checkout

46. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative

47. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative

48. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative

49. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative

50. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative

51. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative

52. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative

53. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative

54. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
sections cut from 2 x 6 lumber
(species to be determined)
stained edges
painted pattern
eye bolt screwed into threaded rod
Specialty painted MDF letters with brushed
Salads
stainless steel face
stainless steel
3D view & sketches side front
Kitchen Address Whole Foods Market
Wellington, Florida
Specialty Salads
August 22, 2008 KT3.3

55. FMI Sustainability Summit Inside Out - The Complete Green Retail Design Story thread collaborative
sections cut from 2 x 6 lumber
(species to be determined)
stained edges
painted pattern
eye bolt screwed into threaded rod
Specialty painted MDF letters with brushed
Salads
stainless steel face
stainless steel
3D view & sketches side front
Kitchen Address Whole Foods Market
Wellington, Florida
Specialty Salads
August 22, 2008 KT3.3

56. The
Green
Packaging
Story

57. “The perfect is the enemy of the good.” Voltaire
Banana

58. Pangea Organics

59. Pangea Organics Soap

60. Pangea Organics Plantable Packaging

61. Waste . . . A Big Idea

62. •
Waste Gone Good

63. Terracycle

64. Terracycle

65. Waste Gone Great

66. Coca-Cola Drink2Wear

67. Coca-Cola PlantBottle

68. 2009 2010
Coca-Cola PlantBottle

69. Frito Lay

70. Solar Power

71. Compostable Packaging

72. Back to Nature

73. Marcal Small Steps

74. “It is not the strongest
species that survive, nor the
most intelligent, but the ones
who are most responsive to
change”. Charles Darwin
What is True

75. Thank You
j.delise@zundagroup.com
kevin@threadcollaborative.com
mbaranowski@bbmg.com
williamsweet@pricechopper.com