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Clorox - Leveraging Environmental Sustainability to Drive Growth with Bill Morrissey

THIS IS PART OF THE COLLECTION: TOP SB TALKS 2008-2013
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2008
1] Clorox - Leveraging Environmental Sustainability to Drive Growth with Bill Morrissey

2] Engaging Your Workforce to Build Your Brand - Jeffrey Hollender, Seventh Generation

3] A Global Look Into the Future of Sustainability - Mark Lee

4] World of Good & Ebay - Leveraging the Power of Partnership to Create a Global Brand

5] GAP Inc Environmental Sustainability and Building a Credible Brand

2009
6] The Evolutionary Benefits of Altruism - Dacher Keltner, UC Berkeley

7] SunChip's Sustainable Brand Journey: Thinking Outside (And About) the Bag!

8] Insights into New Consumer Segments: Moms and Millennials - Diane MacEachern

9] The 4th R: Reinvention and Your Sustainable Brand - California Academy of Sciences

10] Empathy in Business & Brands Yields Strong Affinity - Dev Patnaik

2010
11] The Story of Timberland EarthKeepers

12] The Psychometrics of Sustainability - John Marshall Roberts

13] From Corporate Responsibility to Responsible Profit - Jason Saul

14] Culture Shifts and Brands - Tom LaForge, Coca Cola

15] Life Box: Plantable Packaging Assisted by Fungi - Paul Stamets

2011
16] Nike Better World

17] Innovating Philanthropy: Panera's Pay What You Can Stores

18] The Business Value of Fun

19] Building in Happiness: How Values and Culture Matter

20] Leveraging Innovation: Lessons in Bringing Sustainable Packaging to Market

21] Rethinking the Game: Defining a New Purpose for Business

22] "Glocalization": How Starbucks is Leveraging Local with Its Global Brand

2012
23] Go Further: Behind Ford's No Logo Campaign

24] Revolutionizing Our Global Economic Systems

25] A Revolution in Product Design

26] Engaging the Whole for Transformative Change

27] A Creative Brand Approach to an Unrecognized Problem

2013
Click here to see the Top 10 SB Talks of 2013

The primary theme of Bill's presentation is how to leverage environmental sustainability for growth through new and existing brands. First he discusses a little about the company's brand portfolio, product categories, and their percentage of business. Second, Bill talk about consumer insight studies Clorox carried out in regards to interest in green brands, current purchasing behavioral patterns, and the realms of relevance and interest in order of importance: me -> family -> communal -> societal. Clorox focuses on the more personal and familial realms and identifies three interactionary scenarios people have with their products: 'In me' (food, drink), 'On me' (clothing, skincare), and 'Around me'(household products). To build upon these three models, Bill highlights case studies from their brands: Brita (In), Burt's Bees (On), and Green Works (Around).

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