Branders Magazine Issue 27 Preview

Words of Branders

2 BRANDERS MAGAZINE • 2019

Branders

BRANDERS MAGAZINE • 2019 3

“Quotes”

Issue 27 | June 2022

“At what stage of your brands design do you determine “it’s end of life”? Like everything else, it will have an “end”. Whether it is a recycling bin, on the side of the road or in a landfill. Start at the design stage and source ONLY components that meet YOUR brands sustainable guidelines.”

Bill Hewitt

Marketing Manager North & South America at Yupo Corporation

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“Quotes”

Issue 27 | June 2022

“It’s an exciting time to develop and refresh brands that can reflect on why a company exists, who it serves, and how it can make meaningful impacts for its people, society, investors and the environment.”

Wesley Gee

Chief Sustainability Officer at Works Design

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Contributors Guillermo Dufranc Sustainable Packaging Design Expert at Tridimage

Wendy Gerber Executive Director, Strategy at Siegel+Gale

Sandra Horlings Brand & Business Strategist at Innoboost

Steven Picanza Co-Founder and Chief Strategist Officer at Latin & Code.

Cristián Saracco Founding Partner Allegro 234. CMO zenziya. President aebrand

Wesley Gee Chief Sustainability Officer at Works Design

Bill Hewitt Marketing Manager North & South America at Yupo Corporation

Cover | Ann Tracy Chief Sustainability Officer at Colgate-Palmolive

Editor in Chief: Luis Fernando Vergara lvergara@vrandgroup.com Sales Director: Carolina Gomez carolina@vrandgroup.com Community Manager: Elizabeth Gomez branders@vrandgroup.com Editorial Committee: Terri Goldstein Cristian Saracco Luis F. Vergara Design: Vrand Design Stock photos credits: Frepik.es Pexels.com Unsplash.com www.brandersmagazine.com

Terri Goldstein Founder & CEO at The Goldstein Group.

The contents of this publication are exclusive and opinions expressed are responsibility of the authors.

Reproduction from the contents of this publication is prohibited without authorization.

Year 7, Issue 27 - Copyright 2022

Giuseppe Cavallo Founder of Voxpopuli.

Expert in branding and storytelling

CONTENTS BRAN DE RS M AGA ZI NE - I S S U E 2 7 | J U NE 2 0 2 2

16 10 BRANDING BY DESIGN

It’s not easy going green in packaging

12

SUSTAINABILITY

26

18

SUSTAINABILITY

COVER

28

Stop Talking About Sustainability

Colgate-Palmolive Brings Together Sustainability and Social Impact

PACKAGING

24

14

SUCCESS CASE

What is the most sustainable packaging?

ESG

Driving sustainable business growth for brands

New brands on the block

The Legend of a Sustainable Brand Comes True… Right?

SUSTAINABILITY Changing sustainability: The call for a new integral approach

30 BRANDGADGETS

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[D ]A TEAD I T O R ’ S L E T T E R

Carolina Gómez Partner at Branders Magazine Sales Director @brandersmagazine

Branding & Sustainability “The Sustainable Development Goals must be owned by everyone and should be the main component in every branding strategic plan”

A

great brand strategy includes responsible business practices and responsible practices, respect for human rights and other obligations.

By contrast, a responsible business plan could make meaningful contributions to lasting peace, development and prosperity for all stakeholders while ensuring long-term business success. Combining Branding & Sustainability implies building inclusive and equitable customer experiences.

Among other things, with a responsible branding strategy, businesses and brands should commit to working with governments and civil society to eliminate poverty, contribute to fighting climate change in all its forms and support and strengthen the well-being of entire communities.

By focusing on the ways responsible business contributes to advancing different dimensions of sustainable development, conducting business responsibly can contribute to more peaceful and inclusive societies and support effective and accountable institutions.

Since the 17 Sustainable Development Goals (SDGs) were approved in 2015 with their guidelines, it provided enlightenment to corporations, governments and institutions on how to address the issues, how to get started and how to keep track of progress.

Seven years on, we have made progress, but theres still work to be done, and The Goals are more important than ever. “The climate crisis. Ensuring no one goes hungry.

Human rights abuses. Extreme poverty. Problems of this scale can be overwhelming, but the Global Goals are the solution to tackling them” Source: United Nations.

The SDGs agenda “forces us to take a different approach to sustainable development, mainly to understand from

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the get-go who the most vulnerable people are, why they are vulnerable and to build this into our national policies” ~ UN. The important matter we must understand: is that “the agenda has to be implemented across the globe for it to work. So people, organizations, governments, municipalities, and school boards, have to run with it.

And for that, everyone needs to feel they are part of the Agenda” and the targets belong to them.

That is why at Branders we feel it is our responsibility to discuss why brands should implement responsible brand strategies and incorporate sustainable development practices in their core operations and overall branding plan.

It is everyone’s job to promote peaceful and inclusive societies for sustainable development, provide access to justice for all and build effective, accountable and inclusive institutions at all levels.

Educating business and brand strategists on why they should have sustainable development agendas is an urgent action we all need to work on to combat climate change and its impacts. It is vital for the achievement of all sustainable development goals. We all need to play our parts!

We are happy to share with you today our latest edition in “Branding & Sustainability” with a world-class group of experts including Ann Tracy, Bill Hewitt, Sandra Horlings, Steven Picanza, Terri Goldstein, Cristian Saracco, Wesley Gee, Wendy Gerber, Guillermo Dufranc, Giuseppe Cavallo, among others!

We are honoured to bring this edition to you this month as we feel a moral duty to drive awareness and inspiration about this important topic and share relevant case studies with our readers and our branders! We hope you enjoy it!

[B] SY N T H E T I C PA P E R

MAKE LANDFILL-FREE YOUR BRAND’S GOAL. Consumers demand recyclable packaging.

Elevate your brand appeal with sustainable package design that includes recyclable, liner-free YUPO® IML, which becomes part of your blowmolded container. Rethink your brand’s “end-of-life” and Do it on YUPO™ .

• Design for a circular economy

• Design for recyclability

• Design for proper collection and sorting • Design for efficiency – no liner waste

THE SOLUTION TO YOUR SUSTAINABILITY DEADLINE

PREMIUM SYNTHETIC SUBSTRATES FOR PRINT • PACKAGE • LABEL • DESIGN

yupousa.com #DoitonYUPO B R A N DER SMAGA Z IN E.COM | I SSUE 27 9 YUPO and the YUPO logo are registered trademarks of Yupo Corporation. YUPO3606

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