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Embedding Sustainability Into a Branded Design Company The Green Light towards Sustainability: Embedding Sustainability into a Branded Design Company Reed Evans, Ricardo García Guerra, Myriam Schaefer, Isabella Wagner School of Engineering, Blekinge Institute of Technology, Karlskrona, Sweden, 2011 Thesis submitted for completion of the Master in Strategic Leadership towards Sustainability at Blekinge Institute of Technology Abstract: Production and consumption of products contribute to the global sustainability challenge by degrading natural and social systems. This thesis focuses on branded products, which through powerful images and meanings symbolise the core business of a company and a platform of identification for its stakeholders. This study investigates the possibility to align a brand and its company with sustainability. With the help of a small branded design company in Berlin, which served as case study, a strategic management planning process was conducted and action research was used to be able to engage the participants in creating movement towards sustainability. The research shows that there are major internal and external barriers and motivations that can either hinder or inspire. The actions and approaches that were identified for a branded design company represent possible means to transform its business towards sustainability. Natural resources are decreasing relative to the growth in human population and affluence. This fuels the need to develop more sustainable products so that human needs and natural eco-systems can thrive. A branded design company has the ability to help lead society through innovating products, services, and activities towards a sustainable future. Keywords: Strategic Sustainable Development, Systems Thinking, Strategic Management Planning, Brand, Sustainable Product Design, Innovation for Sustainability Statement of Contribution This thesis was developed and written as a collaborative effort. Each person in our team brought and contributed different knowledge, abilities, perspectives and ideas to the research and work process. This paper includes outcomes from research, activities, and work with Ampelmann GmbH, a branded design company, located in Berlin, Germany. Due to our different backgrounds and skills, the tasks of researching, writing, editing, building presentations, interviewing, analysing data, designing figures, and developing and executing workshops were divided according to abilities and personal skills. In general, responsibilities and tasks were distributed as follows: • All – Data collection and analysis: interviews, surveys, literature review, presentation design, strategic management planning, research analysis, writing and editing. • Reed Evans – Introduction and discussion lead author; workshop design and execution; Ampelmann employee engagement, document editor. • Ricardo García Guerra – Statement of contribution, acknowledgments, and conclusion lead author; visual design. • Myriam Schaefer – Results and baseline analysis report lead author, German-English lead translator; Ampelmann lead liaison. • Isabella Wagner – Methods and discussion lead author; workshop design and execution; thesis overall planning, project management; visual and document editor, translator. During the entire research and writing process, we were fully supported by our advisors and the MSLS programme team, who were always willing to guide us. Karlskrona, Sweden. June 2011 • Reed Evans • Ricardo García Guerra • Myriam Schaefer • Isabella Wagner ii Acknowledgements We want to express our infinite gratitude to everyone who, one way or another made a contribution to the creation of this thesis. We would like to thank: Tony Thompson, our primary advisor, for the support, energy, patience, and feedback showed throughout our entire research; Tobias Larsson, our secondary advisor, for the suggestions, ideas and tools he gave us to build a solid engagement with Ampelmann’s team; and Bob Willard and Göran Carstedt, for their time, advice and approaches they suggested for our work. We would like to thank our entire programme staff for their support and advice throughout this process, with special thanks to Tamara Connell. We also would like to thank: Markus Heckhausen and Barbara Ponn, the Ampelmann GmbH CEOs, for giving us an environment to experiment, learn and work in a professional branded design company. They gave us the opportunity to initiate their company on to a strategic path towards a sustainable future. We thank Ulrike König, executive assistant at Ampelmann, for her support, energy and enthusiasm and, many thanks to all Ampelmann employees that, with their invaluable cooperation, creativity, and knowledge helped to make this thesis possible. To all those MSPI-MSLS colleagues that helped test our Week II workshop, thank you. We would like to thank our shadow group: Maja Zidov, Andrew Campbell and Jovin Hurry and especially our opposition group: Lilli McCubbin, Romina Busto and Sebastian Tschuschke. Finally, we thank the MSLS 2011 class for constructive feedback and continuous support throughout the process. Reed thanks personally Linda Coughlin, Kreszenz Jaensch; and Robert Pojasek, Robert Brightfelt, and Merve Titiz for their professional expertise and mentorship. Ricardo thanks Ricardo García, María del Refugio Guerra, Lorena García, Burcu Boran, and all his relatives. Myriam thanks Huguette and Michael Schaefer, Victor Manuel Polit, and her Berlin friends. Isabella thanks Gabriela Boscio, Nanond Nopparat, Patricia Schwarzl, Christina Kozlowsky, Susanne Gindl, and Regina Rowland. You all have brought invaluable support and encouragement. iii Executive Summary Interlinking projects – dual roles This thesis explores the barriers, motivations, and possibilities for a branded design company to contribute successfully towards a sustainable society. Our thesis group had the exciting opportunity to work with one unique branded design company, Ampelmann GmbH, located in Berlin, Germany, in a collaborative relationship on interlinking projects. Our primary project was to conduct the research for this thesis. Our secondary project was to execute, as sustainability consultants, a company-wide engagement process with Ampelmann that included strategic management planning and various activities to bring awareness, spur creativity, and generate excitement surrounding innovative product design options towards sustainability. This engagement provided compelling outcomes for both projects. We derived results to answer our research questions, had an engaging learning experience and made an impact as project consultants. Introduction Production and consumption of products contribute to the global sustainability challenge by degrading natural and social systems. Sustainability, as defined in this thesis, means sustaining human society and the ecological system by not systematically degrading these systems. Root causes of this degradation have been identified through the scientific laws governing the biosphere by four distinct Sustainability Principles (SPs) that address both environmental and social aspects. A focused and strategic transition towards a sustainable future, called strategic sustainable development, is necessary in order to deal with the complexity of these interconnected systems and the sustainability challenges faced. The Framework for Strategic Sustainable Development (FSSD), that includes the SPs, can guide planning and decision making in complex systems specifically towards sustainability. This thesis focuses on examining companies that design and sell products, in particular where brand, through powerful images and meanings, symbolises the core purpose of a company and a platform of identification for its stakeholders. Since our group was especially excited to develop a strategic sustainability management plan for a company, we developed the following inquiry. iv Research Primary research question: How can a branded design company contribute to developing a sustainable society? Secondary research questions (referred to as first and second research question): 1. What are major barriers and motivations for a branded design company to move towards sustainability? 2. What approaches and actions can be taken by a branded design company to transform its business towards sustainability? Results With our simultaneous projects, we have two sets of results: Consultancy project: A company deliverable: Baseline Analysis Report. At the time of thesis completion, our case study company is in the process of developing a company vision, prioritising compelling actions towards sustainability, switching 95% of its t-shirt collection to organic cotton, and developing plans to establish a “green line” of products. Research: Major barriers were identified for a branded design company through our work with Ampelmann and through literature review: v Research: Major motivations were identified for a branded design company through our work with Ampelmann and through literature review: Our action research was a participatory process and included workshops, presentations, interviews, surveys, and other engagement and communication tools. The purpose of the interaction was to raise awareness and build enthusiasm about company options surrounding sustainability and to create a shared understanding of both the sustainability challenge and the need to contribute towards sustainability as a company. vi Simultaneously, this interaction process served as a means to gather and collect data in order to answer our research questions. The following actions and approaches
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