IN ENGLISH

DISRUPTED RESOLUTIONS

As usual motivation to fulfill the “new” resolutions only last the time you write them on a list. Once your mind is at peace, old habits come back and things you wanted to change are once again postponed for next year. What about something different for 2017? What about a disrupted resolutions list?

Disruption, THE trendy word that is used and applied to so many things. It is the new black of business’ vocabulary. Out the “innovative”, “revolutionary”, “3.0” let’s place to “disrupted” something. Of course beyond being a trendy business word, disruption is a whole concept used to describe how the market is working since the widespread of new business model relying on digital technology. However, although it has been largely used these last few years, the trademark has been created and owned since 1992 by TBWA*. Having attended to Jean-Marie Dru’s keynote speech, at Crystal Apple Festival of Creativity in 2014, the current Chairman of TBWA Agency Network explained that disruption is a dynamic methodology turned to creation, the idea of questioning conventions of the market to come out with radically innovative products and services. In the beginning of 2016 in Le Nouvel Obs magazine, Jean Marie Dru said that “disrupted innovation is an innovation of rupture, by opposition to incremental innovation, which focuses on optimizing the current state”.

Once this said, let’s try to disrupt classical resolutions.

Do more/some sport. What a classic, especially after year-end holidays, which usually comes along with rich meals. The projection of summer holidays is also a key influencer, especially when you have Victoria’s Secret défilé on New Year’s Eve, reminding you some physical differences between Angels and non-Angels. We know and sometimes forget that to look like models in magazines is a full-time job. But sport is an activity to keep you healthy, stress out, and challenge your own capacity, right? In France as of January 2017, the mention “retouched photo” will be mandatory for photos modified by software such as Photoshop. Pretty good news! Some fashion brands such as Debenhams (2013) or Aerie (2014), are already using not modified photos to advert their products. Who is next?

Eat better and healthier. What a challenge! Although, organic food is more and more sold on supermarkets’ shelters, it is still difficult to understand what is healthy and healthier, after all potato chips remain potato chips even organic. Unless one reads in details the ingredient list, understands their meaning and effects on one’s body and calculates its calories need, at one glance it is quite challenging to guess whether it is healthy or not when the box of cereals is grabbed. In France, 2017 should welcome an easy-readable nutritional information labeling: Nutri-Score, a colored ranking created by Serge Hercberg, going from E (red, less good nutritional quality) to A (green, best nutritional quality). The grading is defined based on the food composition itself.

nutri-score

Source: Le Monde – Example of Nutritional Quality Scale of the National Health Nutrition Program

That would be great if sourcing and sustainability impact were considered as well. But just let’s hope that it will emulate the last-in-class to reach higher ranking, as it did for level of hygiene of restaurants when such information has become public since July 2016 in France. Putting it in the restaurant window is mandatory in cities like NYC but not yet in Paris…

Recycle. Have you ever noticed that in your office there is some lack of recycling bins? Even if there are some, have you ever noticed that janitors are actually emptying the whole garbage bins into… one? But anyway at personal level recycling is still possible when of course your municipality puts at your disposal the right containers. Recycling is a thing, but reducing our garbage is the true challenge, since every year we dump 2,12 billions tons of waste according to The World Counts. Besides, in The Guardian Melinda Warson, founder of Raw Foundation says 72% of our plastic consumption is either ending in landfill (40%) or leaks out the collection system (32%). Having recently travelled to NYC, I was quite surprised to see the number of plastic bags sellers were ready to give for free**! At Whole Foods Market you can choose between paper and plastic bags, but still, you can come out with many bags! Two young girls have initiated the change with Bye Bye Plastic Bags. They convinced the governor of Bali to ban plastic bags by 2018. Our modern life has led us to become lazy in our way of consuming especially when you see peeled oranges in plastic box… For mass change, regulations can help, but in our disrupted society it seems that Kardashians are more efficient in drawing attention elsewhere.

oranges_box

Source: Independent

Get a nice job. Envying Google or start-ups atmosphere? Or wish to have an original job such as Emoji translator? Maybe it is time to ask yourself the right questions. Decoration, entertainment, more and more companies have increased their efforts in creating a happiness area for their employees. Creation of positions such as Chief Happiness Officer starts to be advertised on job boards and use of “funsultants” services (fun + consultants) are rising. However, as underlined by Andre Spicer, co-author of The Wellness Syndrome, in The Guardian, “the cult of compulsory happiness is ruining our workplaces“. What would be a nice job? For Millennials, working in an ethical organization is key. Now the job description is not sufficient anymore; tasks and responsibilities still matter but the whole organization is taken into account to define a nice job.

List resolutions. Done. Apply resolutions. In progress.

Disruption is a 90’s concept but widely used in the 2010’s. Emojis are also used in Japan since the 90’s but widely spread since the advent of smartphones. Shall we wait the 2020’s to ensure more sustainability-oriented business and habits?


*created by the agency BDDP before it has been acquired by Omnicom in 1998, and merged with TBWA.

**In France since July 2016 plastic bags cannot be given at markets, supermarkets etc. cashier. The main purpose is to reduce environmental impacts due to plastic bags, inciting people to be more responsible and raise their awareness.

FEELING GOOD BY DOING WELL OR FEELING GOOD BY DOING BETTER?

Here comes the last month of the year. You have already noted it because the weather has changed, people around you, are increasingly sneezing and coughing, the days are shorter and of course all shops and malls remind you that you have only some days left to fulfill all the wish-lists you received. Part of this end year period, you also probably noted all the charities which are looking for more help and donations. Your sensitivity and kindness are mostly affected during this month, resulting in a melted feeling between joy – as you are gathering with family, friends and amazed by light decorations in the city – and sadness – as you feel some guilt for the ones who are less lucky than you are. How to feel good then?

Acting well?
Media were overwhelmed by many political events this year. But the main one remains the Syrian crisis. Like the campaign made by Save the Children in 2014, Most Shocking Second a Day, Ikea and the Red Cross have created an in store communication operation to raise awareness about the Syrian crisis in its Slependen, Norway flagship store. Among the well-known perfect showrooms, there was one that was the exact replica of a real Syrian residence in Damascus: Rana and her family of 9’s home. The famous tags where you usually read some exotic names such as “KNOXHULT”, challenging to pronounce if you don’t speak Swedish, and its description, in the temporary showroom the tags contains descriptions of how people live, survive, and how to help. This 25m² of Syria installation was live from 17-31 October, seen by about 40 000 visitors weekly and enabled the raise of about 22 million euros for the Red Cross’ efforts in Syria.


Most Shocking Second a Day Video from SaveTheChildren.


25m2 SYRIA from POL on Vimeo.

Acting better?
Combining purchases and charities is something that grows more and more in business models. One of them is TOMS. Their operation “One for One” started with shoes. For a pair of shoes bought, a pair of shoes is given to a child in need. According to The Economist, in 2012 TOMS asked a group of academics to investigate to find out if its operations worked. The findings were that handing out the free shoes had “no effect on overall shoelessness, shoe ownership (older shoes were presumably thrown away), general health, foot health or self-esteem”, leaving the company with room for improvements. TOMS changed its strategy to have a (real) big impact; for examples “One for One”:

  • on eyewear: for each TOMS Eyewear purchased, a free sight-correction is provided to a person in need
  • on coffee: each bag of TOMS Roasting Co. Coffee provides a week’s supply of water to a person in need (140 liters)
  • on bags: TOMS Bags purchased support training needed to help provide a safe birth and training of school staff and crisis counselors to help prevent and respond to instances of bullying
toms_dec2016

Source: TOMS

Acting well and better
In the need of ideas for wish-list? Tired of receiving knitted sweater? Why not asking for garments that are made of recycled materials? Even football starts to come on this field! In collaboration with Parley, Adidas has announced the creation of new jerseys for Real Madrid and Bayern Munich: monochrome jersey made of recycled plastic collected from the ocean. Like other brands that started this process before, such as G-Star, Adidas extends the change switch by reaching football fans.

adidasparley_realandbayern

Source: Adidas

Besides more and more new fashion brands have entered the field and offer eco-responsible products: Faguo, Veja, Ekyog, or from young entrepreneurs such as WWoW, Hamilton Perkins Collection.


FAGUO // Les premiers pas from FAGUO.

Feeling good? Hopefully yes! In any case I wish you happy end-year celebrations!

PEOPLE-ORIENTED KIDS!

September has come, and as usual it comes along with: « Back to school » fashion collections, tanned colleagues telling you their amazing holidays (or not) or how many and which Pokémon they managed to catch (or not), schools etc. But some kids (and big kids) are managing both schooling and business! Furthermore, some of these very young entrepreneurs started with sustainable-oriented ideas! Let’s have a look to some inspiring kids, whose common points appear to have turned their life experiences into opportunities and to not have profits as top priority!

Caring about people’s health
Jack Andraka, a teen prodigy, invented an inexpensive new method to detect pancreatic, ovarian and lung cancers, when he was in high school. His invention has been patented, and the young teen is now internationally known thanks to prestigious awards he got, such as the 2014 Jefferson Award, and interviews and speeches he gave. Although, this innovative method is to be considered with caution, since it is still under progress for potential application, the determination and hard work Jack Andraka put through this achievement is quite inspiring. In February 2013 at his TED talk, when he was 16, he highlighted the possibilities of the Internet, where ideas can be shared, and not just “duck-face pictures of yourself”. He said “So if a 15 year-old who didn’t even know what a pancreas was could find a new way to detect pancreatic cancer, just imagine what you could do.” Jack Andraka, at TED, February 2013

“[…]But through the Internet, anything is possible. Theories can be shared, and you don't have to be a professor with multiple degrees to have your ideas valued. It's a neutral space, where what you look like, age or gender; it doesn't matter. It's just your ideas that count. For me, it's all about looking at the Internet in an entirely new way, to realize that there's so much more to it than just posting duck-face pictures of yourself online. You could be changing the world. So if a 15 year-old who didn't even know what a pancreas was could find a new way to detect pancreatic cancer, just imagine what you could do. […]” 
- Jack Andraka, at TED, February 2013

Caring about people’s safety
They are everywhere! Not the Pokémon, but the Pokémon-Go players! Therefore, it is impossible to avoid this topic as now, virtually and actually, Pokémon trainers are in every trends and places; even people driving on highways are trying to “catch ‘em all”! They look like as if they were practicing cross-fit: walking slowly and suddenly running very quickly, slowing down, jumping up – because the catch was good or not- then running again etc. Quite funny to watch from a distance, but less when you bump into such player… The game popularity raised some safety questions as to how careful players are. A topic taken seriously by a 7-year-old player, Athen Salcedo, who created Poke Glo to make sure people won’t get hurt when playing at dusk. In order to provide more of his Poke Glo, the young entrepreneur launched a GoFundMe page – with the help of his parents – where the initial USD 5 000 goal has been already exceeded within a month – as of mid-August, the “Poke Glo for Pokemon Go Safety” GoFundMe page is at USD 7 824! Supported by his parents, Athen Salcedo has also launched his Poke Glo site! Amazing for a 2nd grade kid!

“[…]I did not want any people to get hurt from being out late with the Pokemon Go game so I made a reflector button that lights up when cars drive by. I want everyone to have one. Hopefully more people will get them and wear them all the time when they play so cars can see them. […] I don't want to be rich by selling these because I am going to be in the NFL but I do want people to get as many as they want so I want to make them cheap to buy.” 
- Athen Salcedo on Poke Glo site as of August 2016
“If the bee disappeared off the surface of the globe, then man would have only four years of life left. No more bees, no more pollination, no more plants, no more animals, no more man.” 
- Albert Einstein

Caring about people’s future
Mikaila Ulmer is only 11 and is already qualified as a social entrepreneur, public speaker, philanthropist and bee ambassador, and has introduced the President of the United States, Barack Obama, for his speech at the United State of Women Summit last June. Amazing right? Founder & CEO of the company Me & the Bees, the young entrepreneur started her business at age 4, in 2009, after being stung twice by bees and developing a keen interest in honeybees. Her lemonades sweetened with honey are distributed in a large network, including Whole Foods Market stores, the world’s leader in natural and organic foods. Me & the Bees’ mission is both environmental and social, as a portion of the generated profits (more than 10%) from lemonades sales are donated to local and international organizations “fighting hard to save the honeybees”.  Mikaila Ulmer is also leading workshops on how to save the honeybees and participating in social entrepreneurship panels. With her Facebook page Me & the Bees Lemonade, visitors can ‘Like’ interesting facts about bees, honey and Me & the Bees Lemonade.

“[…] Some advice that I would give to kids or adults wanting to start their own business, is that working hard is a must, so if you want to be an entrepreneur, you definitely have to be OK with working hard. Another piece of advice is to create a business that you have a true passion for. Because the more passionate you are about what you do, lead to more fun while doing it. And my final lesson is that you can still be sweet and be profitable. So when I started BeeSweet Lemonade [note: former name of Me & the Bees Lemonade] I thought I would have to choose between making money and helping save the bees. And overtime I realized that I could do both and be what is called a social entrepreneur.” 
- Mikaila Ulmer, interview with NBCBLK, March 2016

Amazed and inspired, and maybe more? To conclude this article, I think this meme is a perfect ending and a good note to be kept in mind!

STEP BY STEP

For the ones who grew up in the 90’s, this title may be associated with the “New Kids On the Block”. For others, well I guess it is just a mere title. Why did I pick it up? Simply because when I was working on my traditional review of the Grand Prix awards at the last Cannes Lions, I noted that campaigns are heading to more sustainability-oriented messages. Good news, right? Also, my sincere apologies if you now have the pop song in your head. This year 5 campaigns caught up my eye with their  inspiring messages. 5 messages I translated into steps to keep in mind. Here are some of my insights! 

Step 1: Don’t shop, stay out!
This is summer sales season and temptation to go shopping is very high, as you hoped for getting this pair of shorts on sale before vacation. Imagine the temptation on Black Friday in the USA (note: Black Friday is the day following Thanksgiving Day and most major retailers offer promotional sales), the perfect opportunity to get all family Christmas gifts cheaper! Well, the outdoor clothing brand REI did something totally unexpected: it decided to close its 143 shops on Black Friday! Instead of opening their doors on this famous day, REI encouraged people to go outdoor and enjoy the wealth of nature. The campaign #OPTOUTSIDE, by Venables Bell & Partners San Francisco, won the Grand Prix Titanium and the Grand Prix Promo & Activation. And now, what would you opt for?


REI – #OptOutside Case Study by Bigumigu

Step 2: Keep in mind that “It’s what you do in the dark, that puts you in the light”
Luck is part of success. But behind the scenes, work is definitely the main key. The “Rule yourself” campaign starring the most decorated Olympian of all time Michael Phelps, won the Grand Prix Film Craft. This amazing campaign for the sportswear brand Under Armour by Droga5 / Epoch Films (production) shows how hard work and commitment are essential to reach success. Things that we often forget. Last year already, the brand won the Grand Prix Cyber with its campaign “I Will What I Want” campaign with model Gisele Bündchen.


UNDER ARMOUR | RULE YOURSELF | MICHAEL PHELPS by Under Armour

Step 3: Experience the news
Virtual Reality (VR) starts to spread more and more, and this may be a solution for Parisians to experience summer this year.

soleilaparis

Source: Twitter

More seriously, the campaign The Displaced by VRSE.Works Los Angeles for The New York Times won the Grand Prix Entertainment. The NYT has created a new way of bringing news to its audience by allowing them to experience the stories they are reporting. Discover The Displaced, and you will discover the stories of three children, who are among the 30 million children driven from their homes because of war. A new way to convey news by providing people some reality of our current world virtually… It could be a solution to show other realities of our modern world, such as effects of pollution in oceans?


‘The Displaced’ by Vrse.works for The New York Times by adobomagazine


The Displaced | 360 VR Video | The New York Times by The New York Times

Step 4: Consider organic food
The campaign The Organic Effect by FORSMAN & BODENFORS Gothenburg for Coop won the Grand Prix PR. It simply shows the effect of consuming organic food by a family who is used to eating non-organic food. Feel to try it?


THE ORGANIC EFFECT Cannes Lions 2016 Winners by Brand Buffet

Step 5: Change perception
Since last year, the Grand Prix Glass aims to honor work that challenges gender stereotypes. Such award encourages brands and agencies to think their campaigns by considering the aspect of gender stereotypes to promote their product. This year, the Grand Prix Glass was attributed to the campaign 6 pack band by Mindshare Mumbai for Brooke Bond tea (Hindustan Unilever). With their project, they managed to change the perception of people towards transgender population. The campaign even went beyond: the band has become very popular!


Unilever Hindustan – 6 Pack Band by Hype5ch

Ending on a step related to a band and its song, I would then quote one of the lyrics of the New Kids On The Block’s “Step by Step”:  “I really think it’s just a matter of time”.


New Kids On The Block – Step By Step by Stella78

SOURCING, BUYING, AND RECYCLING

surfrider shell

Source: “The Shell”, Y&R Paris for the Surfrider Foundation – ADFORUM

In a near future, archeologists may dig some elements from the ground and qualify some shampoo bottles, plastic bottles or plastic wrappings they find as representative of the Anthropocene. Anthropocene?! Anthropocene is a term to qualify a proposed geological epoch in which human activity is considered to have significant impact on Earth’s geology and ecosystems.  End April 2016 is not only marked by the Earth Day (April 22) and the World Recycle Week (April 18 to 24). Indeed a group of scientists will debate and decide to accept or not the Anthropocene. Some even talk about Plasticene. With 100m tons of plastic produced globally each year and its difficulty to degrade lead our future us to consider this material as one of the characteristic of our strata. This also means that instead of using mosquitoes preserved in amber, John Hammond next generation might use plastic material to bioengineer inhabitants of the Anthropocene’s era… less enticing for a blockbuster movie isn’t it?

Plastic has taken such a place in our consumer life and on Earth that it is difficult to imagine our daily lives without it. Stop reading for 5 seconds, and now count the things surrounding you that are in plastic. I guess too many to be counted on your fingers… when it is recycled, plastic can be reused to produce other things, when it is not… it can end in the stomach of cachalots

Not as gloomy as it seems…
Environmental, social and economic concerns have become important criteria in consumers’ choice. With such awareness, sustainability initiatives have increase within some countries and some organizations with attention on their procurement policies; from sourcing to recycling.
A recent survey made by Kurt Salmon and +Avocats showed that 54% of surveyed buyers (mainly French major groups) consider their organization as not capable of managing properly social, environmental and societal risks. Aware of it, this is maybe the reason why sustainable procurement has become a priority for some of them.
Since 2010, the think tank Observatoire des Achats Responsables (ObsAR) is conducting a survey related to sustainable procurement in France. Among the 351surveyed buyers in 2016 (105 from public organizations and 239 from private companies), 42% consider sustainable procurement as a priority. 85% of the respondents had a sustainable procurement policy in place; among which 32% had this policy in place for more than 5 years (43% Public sector; 20% Private sector).  In this study, we learn that the main objectives in purchasing operations toward environment are: Reduce consumption (including energy consumption) (55%), Recycling (21%), Business process reengineering related to impacts on raw materials and products choice (17%), Reuse and repair (second life) (7%).

Second-hand plastic
Speaking of objectives here are some examples. In 2014, my article Change through social construct? praised the G-Star Raw – RAW for the oceans campaign, winner of the Grand Prix Product Design at the 2014 Cannes Lions. Indeed, with its RAW for the Oceans collection, the famous jeans brand aims to contribute to cleaning the oceans of plastic debris, through a process using Bionic yarn, turning plastic waste reclaimed from the sea into a new generation of denim clothes. From G-Star’s site, we learn that “the first collection contain[ed] 10 tons of recycled PET plastic bottles collected from the shorelines, which translates into roughly 700.000 bottles.” So let’s be happy, especially when you know that Pharrell Williams is Creative Director of Bionic yarn! Staying in the clothing category, here is a brand I discovered by chance while hanging around in Spain: TWOTHIRDS. This less “mainstream” brand is also using recycled polyester materials such as water bottles, so that the garment they create is entirely or partly recyclable. Other brands examples that give great importance to material sourcing and processing: Patagonia, Zady,  Po-Zu, Veja… These examples show that leverages exist: managing sourcing, buying and recycling.

Sourcing: a sustainable key of procurement strategy
Considering the way we are consuming, removing plastic from our daily life is more than a difficult challenge to tackle. Besides, beyond simple environmental considerations, socio-economic aspects are also underlying key factors. Such aspects have been well understood by Everlane. Consumers care about what they consume: “Where does it come from? How is it made? What is it made of?…”
Sourcing has also become a key concern for organizations. Therefore, they communicate more and more on their sourcing strategy.

Sites Innocent Sony Lego

Source: Screenshots taken from INNOCENT’s site , LEGO’s site and SONY’s site

Hopefully, the trend toward sustainable procurement will continue to rise, and what the artist and scientist Bonnie Monteleone had imagined as an updated view of what could have been the famous Hokusai’s Great wave print (19th century), won’t happen!

HokusaiVS

Source: Hokusai’s Great Wave original (left) and the one by Bonnie Monteleone (droite)