About this item
What do Brazil's top beauty brand, America's second-fastest-growing restaurant chain, and the world's third bestselling car have in common? They are shattering the myth that acting sustainably and building a billion-dollar business are mutually exclusive. Green Giants examines nine companies that are merging social responsibility with wild profitability - and reveals the six factors responsible for their success, including: iconoclastic leadership fueled by deep conviction and a rebellious streak; disruptive innovation that uses sustain ability to spur the development of radically better products and services; a higher purpose that ignites the company - when the mission leads, profits follow. Mainstream Appeal with positioning and packaging stripped of the crunchy cliches that alienate the average customer.
About the Author
Freya Williams has a mission to help move sustainable business, behaviors and brands into the mainstream. A communications and business strategist, she has advised organizations including Coca Cola, Unilever, the United Nations, SAP, Tetra Pak, The Economist, Waste Management, Kraft and many others on how to incorporate sustainability, responsibility and social good into their brands, and brand sustainability and CSR initiatives. A veteran of the communications industry, Freya is the strategic mind behind brand initiatives and campaigns including Coca Cola's PlantBottle, Hellmann's switch to free range eggs and the award?winning Hopenhagen campaign in support of the United Nations at the crucial COP15 climate change conference in Copenhagen (the campaign recruited 6 million supporters in 60 days, 70% of whom had never joined a climate movement before) .
An early pioneer of the modern sustainable business movement, Freya's experience has given her an insider's perspective on the trials and tribulations of incorporating sustainability into a business and the opportunity to experience the movement's successes and failures first?hand. In the course of persuading clients to try fresh, sometimes counter?intuitive approaches, Freya has built up a wealth of data on the business case for sustainability as well as an instinctive sense of what works and what doesn't. She is also intimately familiar with the challenges of forcing change through large, complex, often siloed organizations where skeptics outnumber believers - and has developed strategies and tools to overcome those challenges.
Freya has experience of building her own sustainable business as co?founder of OgilvyEarth, the sustainability and CSR communications practice within the global agency network Ogilvy and Mather, though she hasn't made it to the billion dollar mark. Yet. She is currently North American CEO of Futerra, a sustainability communications and consulting firm, or change agency.
Freya's work has been featured on NPR's Marketplace, and in "The Financial Times", "Newsweek" and even "The Onion". She is a regular public speaker who has lectured at Columbia, Wharton and Harvard. Her work has been awarded with a Cannes Lion for marketing excellence, a David Ogilvy award for innovation in market research and an Atticus Award for outstanding thought leadership.
Prior to founding OgilvyEarth, Freya spent 10 years as a senior brand strategist, advising major global blue chip clients as diverse as Dove, Goldman Sachs, Hershey, Kodak and American Express on their brand and marketing strategies.
A native Brit, Freya has lived in the US since 2000. She and her husband and two children divide their time between New York and the Delaware Valley in Pennsylvania.
