Fiona Bennie

The circular economy moves away from the planet-saving rhetoric that is often a turn off for marketers and many businessmen and women. It states a clear, long-term business-led problem and offers a clear, long-term business-led answer. It turns costly, negative issues like waste, into positive, value-creating resources.

Not sure how best to capture the market with your green product? An expert panel offered their top tips in a recent live chat.

As the make up of family units change, Fiona Bennie predicts what families of the future might look like and asks how brands can play a part

2030 will be markedly different from today – how will brands remain relevant and continue to delight people?
Dragon Rouge has created the families of the future – a new approach to segmentation – considering groups of people, rather than just individuals. We’ve based the families on six forces that are impacting the shape and nature of family life. The families provide an insight into the decision-making units of tomorrow, the ones that brands will need to interact with and inspire.
They… Show more

2030 will be markedly different from today – how will brands remain relevant and continue to delight people?
Dragon Rouge has created the families of the future – a new approach to segmentation – considering groups of people, rather than just individuals. We’ve based the families on six forces that are impacting the shape and nature of family life. The families provide an insight into the decision-making units of tomorrow, the ones that brands will need to interact with and inspire.
They give us a sneak preview of the way we will live in 2030 and offer brands the opportunity to respond to upcoming needs and challenges.
Featured brands include: Gillette, Virgin, Regus, GQ, Match.com, Sky, B&Q, Heinz, Good Energy, LG, National Trust, Nintendo, M&S and SAP. Show less

Long term brand vision is not an easy thing for marketing teams to articulate but it is crucial to creating a sustainable future

Designed to Innovate is Good Design’s first interview series. It aims to highlight insights, case studies and future trends by means of interviews with some of the thought leaders in the world of design, advertising and branding; Good Design will seek to discover what will shape the social innovation scene in 2013 and beyond.

Arguing in favour of the slow and steady approach is Ben Tuxworth, head of sustainability at Salterbaxter. Arguing in support of bigger and better changes is Fiona Bennie, head of sustainability at Dragon Rouge.

Dragon Rouge explain the sustainable future it envisions for Bupa, proposing it becomes a global preventative healthcare specialist

The Brand Futures concepts and animations explore how six of today’s well-known brands might evolve and how consumers might interact with them. EasyJet, Primark, Rio Tinto, Bupa, Argos and Morrisons feature as successful, sustainable brands of the future. The concepts demonstrate, in an engaging and design-led way, that today’s brands have the potential to develop in ways that are both commercially beneficial and supportive of sustainable lifestyles. They show that through brand-led innovation,… Show more

The Brand Futures concepts and animations explore how six of today’s well-known brands might evolve and how consumers might interact with them. EasyJet, Primark, Rio Tinto, Bupa, Argos and Morrisons feature as successful, sustainable brands of the future. The concepts demonstrate, in an engaging and design-led way, that today’s brands have the potential to develop in ways that are both commercially beneficial and supportive of sustainable lifestyles. They show that through brand-led innovation, brands can do this without diluting their uniqueness and core values.
We find that the concepts are excellent stimulus for three important areas of discussion:
- The role of brands in a sustainable future;
- Brand strategy and purpose;
- Brand-led innovation opportunities. Show less

Consumer Futures 2020 is designed as a practical tool to help organisations throughout the global consumer goods industry plan for the future. It contains four different but entirely plausible scenarios which explore how patterns of consumption and consumer behaviour may have changed by 2020.
The scenarios look at how global trends like climate change, resource scarcity and demographic change may impact our world and the consumer goods industry. They also explore how sustainable products… Show more

Consumer Futures 2020 is designed as a practical tool to help organisations throughout the global consumer goods industry plan for the future. It contains four different but entirely plausible scenarios which explore how patterns of consumption and consumer behaviour may have changed by 2020.
The scenarios look at how global trends like climate change, resource scarcity and demographic change may impact our world and the consumer goods industry. They also explore how sustainable products, services and business models could become mainstream.
The scenarios can be used to help businesses identify risks and opportunities, inform strategy development, and stimulate innovation.
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An opportunity toolkit: We identify nine opportunities the Creative Industries can act on to future-proof their businesses and help lead us to a sustainable future.
These opportunities can be used in creative industry workshops and meetings to spark discussions on projects, future aspirations and aspects of sustainability.

This review gives an overview of current activities that are promoting and enabling sustainability within the Creative Industries. We need to understand this broad set of initiatives to gauge where the industries are now and establish what they need to do to rise to the many sustainability challenges facing them. We have picked out a few examples of what’s going on, with a longer list as an appendix. We hope we’ve covered most of the great work that’s already going on in the UK, but this is not… Show more

This review gives an overview of current activities that are promoting and enabling sustainability within the Creative Industries. We need to understand this broad set of initiatives to gauge where the industries are now and establish what they need to do to rise to the many sustainability challenges facing them. We have picked out a few examples of what’s going on, with a longer list as an appendix. We hope we’ve covered most of the great work that’s already going on in the UK, but this is not intended to be exhaustive, rather a representative snapshot. We have tried to focus on mapping programmes and initiatives, as well as individual innovations, partly because of the sheer volume of innovation activity underway, and partly because we felt more programmatic approaches are likely to be more systematic and long-term. Show less

Fashion Futures is a call for a sustainable fashion industry. It’s designed to help organisations in all sectors take action which will safeguard their future, protect our environment and improve the lives of their customers, workers and suppliers around the world.
Four vivid scenarios explore how climate change, resource shortages, population growth and other factors will shape the world of 2025 and the future of the fashion industry within it. They are designed as a tool to challenge… Show more

Fashion Futures is a call for a sustainable fashion industry. It’s designed to help organisations in all sectors take action which will safeguard their future, protect our environment and improve the lives of their customers, workers and suppliers around the world.
Four vivid scenarios explore how climate change, resource shortages, population growth and other factors will shape the world of 2025 and the future of the fashion industry within it. They are designed as a tool to challenge companies’ strategies, inspire them with new opportunities and help them plan for the future. We’ve brought them to life in four animations.
The global fashion industry generates over a trillion dollars a year. So what we wear - and how it's made and sold - can have a huge positive impact on our society and environment. The report, produced by Forum for the Future and Levi Strauss & Co., describes how fashion companies can be successful by becoming sustainable. Show less