A Promise for a Better World

What is a promise? An agreement, a guarantee, a pledge, a handshake, a contract? We often hear about brand promise, that is, what benefits a brand delivers to its loyal customers. The next decade promises to bring more sustainable products, more responsible corporations and a new valuation on money that includes not only financial returns, but social returns as well. We see a trend among Fortune 1000 firms who are now hinting what their vision on brand and image promises for the next decade in the products they are producing today.

Fortune 1,000 corporations now represent some of the largest economies in the world. Their buying power and influence on consumer behavior and perception is enormous, almost unwieldy. The potential to abuse such power for corporate profit is high. However, the pace and visibility of modern business is also different than it was 25 years ago. Shareholder, consumers, advocacy groups, government and philanthropic organizations have enormous power as well, a market-based check and balance that is not perfect, but can surprise as technology and access to information have made corporate behavior much more transparent in this 24-7 world. Market movers are shifting their product and service strategies with the stealth and force of a tiger.

Realizing that they can create better products for a better world while also reaping strong financial returns for shareholders; many Fortune 1,000 firms are now reinventing the brand and corporate promise to their customers and shareholders to now include elements of corporate social responsibility and social response product development.

We share some of the trends we see in this mega trend transforming our futures:

GE, the mammoth $163.4 billion diversified products company is touting its Ecomagination initiative focused on new brand promises from products ranging from advanced membrane technology to clean coal technologies, advanced light solutions using compact fluorescent, halogen or LED technology, water desalination products and cleaner burning locomotive and aircraft engines.

With sales exceeding $25.6 billion Tyson Foods is the world’s largest meat-processing company. It serves retail, wholesale and foodservice customers in more than 80 countries. Seeking to be more than a meat processor, Tyson Foods is now utilizing its waste food by products (animal fats, vegetable oils and greases) as a feedstock for synthetic and renewable fuels production in a strategic partnership with Syntroleum Corporation. Tyson Foods has also teamed with ConocoPhillips to produce the next generation of renewable diesel fuel.

With sales topping $348.6 billion, retail giant Wal-Mart is an economy unto itself. Wal-Mart has been reinventing its corporate reputation and brand promise by taking a serious look at ethical product sourcing, procurement of renewable energy, waste reduction and more active promotion and sale of sustainable products, many of which are certified like ten fish products that the Marine Stewardship Council certifies as having met more stringent environmental criteria. Wal-Mart is now looking at the products it carries from food to clothing to electronics and working with industry trade associations and others to help identify more sustainable products it can promote and provide to consumers.

LP Corporation, the $2.2 billion wood products company is promoting their promise to save energy through their Radiant Barrier LP TechShield® product line.

And, Toyota Motor Corporation has perfected the concept of a brand promise. With more than $202.8 billion in sales in 2007 the company is outpacing all other automotive manufacturers in production and sales worldwide. Having led the automotive revolution into and era of more fuel-efficient vehicles with the hybrid synergy drive, Toyota is beloved by its customers and now revered by its peers.

We see promises for a better world in each of these firms listed. We also see them in dozens more now shaping the money markets. Every sector, financial, real estate, industrial products, energy, automotive, consumer products and so on has social response leaders now promising a better future. These firms are shaping the products we used to associate with price, quality and performance in an economically competitive world. They are also shaping new products based on a socially responsible competitive world. The competitive landscape has shifted and the tigers are on the prowl.

Tell us what “promises for a better world” you see unfolding from Fortune 1,000 firms.

Mark C. Coleman
Senior Associate & World Inc. Case Leader, AHC Group, Inc.
Mark@ahcgroup.com