Sustainable Innovation Strategies: the cases of Danone & Interface
March 23, 2011 Leave a comment
Earlier Today, I attented the presentation of the book “Sustainable Innovation Strategies – Exploring the cases of Danone and Interface” by Marc Vilanova, a Lecturer and Researcher at the Institute for Social Innovation at ESADE Business School, that organized the event, and Pax Dettoni, an independent consultant for social and human development projects.
The event was broadcasted live on the Social Innovation Institute website and on Twitter.
Here’s a summary of the key points of this interesting event, supported by some of the tweets that were shared on the Internet and my personal comments.
- The introduction speech was delivered by Antonio Fuertes, the Corporate Responsibility & Reputation Director at Gas Natural Fenosa, sponsor of the project and event. One of the reasons companies like Danone and Interface are successful, he said, is that sustainability and innovation are part of their DNA, that’s been achieved through teamwork, by “touching the heart of their people”, by accepting that sometimes you have to loose in the short term, in order to find solutions to complex problems.
Antonio Fuertes made also a very interesting point about innovation: what matters is not “what” to do but “how” to do it.
- Miriam Turner, Innovations Director for InterfaceFLOR EMEA, explained how sustainability is part of the company’s core business, present in any innovation, in order to achieve its “Mission Zero” by 2020. This ambitious plan, in an industry that was among the main negative contributors to the environment few decades ago, is based on product innovation, a culture of “successful failure”, biomimicry, and a strategy of “Open Innovation”.
This is particularly remarkable, because if the outcome of innovation is often at the center of companies’ communication efforts & marketing strategy, the process that leads to innovation is usually a company’s best kept secret. By “sharing the innovations so they can reach their potential”, InterfaceFLOR is creating a successful ecosystem based on mutual trust with its partners.
Employees are at the heart of the strategy, as their employer is actively helping the internal entrepreneurs “to get out of the closet” and become Ambassadors, a program that supports the 2020 mission goals.
- Franck Aimé, VP HR at Danone, shared the success story of a company that is a pioneer in Corporate Social Responsibility since its funder Antoine Riboud said at the beginning of the 1970´s that the responsibility of a company didn’t stop at the gate of the factory. Since then, the #1 world leader in dairy product has developed a 5 pillars strategy to support Health, People – its employees, Local Communities -particularly those who can’t afford the products, Nature & Life – the children.
A project that the company can be particularly proud of is their collaboration with Muhammad Yunus, the “father of microfinance”, in Bangladesh, creating a network of small production units, providing employment to women and ensuring that children can access to dairy products. This project was challenging for the company as it had to think “out of the box” to address challenges such as the size of the factory (typically a Danone factory produces 500 000 tons a day, there it was only 500), the milk (difficulties to get fresh milk) or the distribution model. In any case Franck Aimé insisted that this was not charity and that there was a business goal, even if the profitability was limited.
It’s interesting to note that the current economic downturn has not diminished the sustainability efforts of both companies, as they are convinced that sustainable innovation is an essential part of their business model.
- Marc Vilanova closed the event with the presentation of the key findings of the book, that you’ll be able to access soon in a pdf version on the Institute website. Enjoy!
A successful sustainable innovative strategy requires:
Inspiring leaders that know how to engage employees and senior executive, and develop an organization that is both competitive and sustainable.
Leaders who are non-conformists, such as Ray Anderson, the founder of InterfaceFLor, and who are able to create a sustainable culture within their company, with sustainability being part of the business strategy, not just a nice accessory.
Sustainable products and services, with a long term product strategy.
An “innovative innovation” process.
An organization that allows “successful failures”.
More importantly: a genuine organization. Honesty and Transparency.
A sustainable innovation strategy is no longer a “nice to have”, it’s a must have.