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The Billion-dollar Purpose-led Brand Club: What Underlies the Success of the World’s First Billion-dollar Sustainable Brands

In her book Green Giants: How Smart Companies Turn Sustainability into Billion-Dollar Businesses, Freya Williams explores what underlies the success of the world’s first nine billion-dollar sustainable brands. She identifies six types of factors responsible for their success: iconoclastic leadership fueled by deep conviction and a rebellious streak; disruptive innovation that uses sustain ability to spur the development of radically better products and services; a higher purpose that ignites the company; mainstream appeal with positioning and packaging stripped of the crunchy clichés that alienate the average customer; embedding sustainability values throughout the entire organization; and establishing a new ‘behavioral contract’ with consumers and other stakeholders. Following her main-stage talk, in this session Freya will sit down for a live discussion with a few of the brands covered in the book, as well as a few newcomers to this elite billion-dollar club. Soak in this world-class analysis and get inspired by a new set of Green Giants (beyond the original nine) that Freya will announce for the first time at Sustainable Brands ’16 San Diego!

Jonathan Reinbold, Sustainability, Research & Grants Manager, Organic Valley
Jennifer Silberman, VP, Corporate Social Responsibility, Target
Kevin Butt, Chief Environmental Officer, TOYOTA
Freya Willams, CEO, North America, Futerra Alex Thompson, VP, Communications & Public Affairs, REI

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