Overview

We are facing unprecedented social and environmental challenges that governments are failing to address and civil society has not yet found the means to solve. More and more business owners, leaders and investors are recognising that most Corporate Social Responsibility initiatives, while well-intentioned, are too little too late to have the impact needed. Instead, we need transformative change at scale and only major businesses, and their associated eco-systems, have the capacity and capability to deliver this.

BXG has an important role to play in this by bringing a uniquely powerful measurement platform that allows business to quantify, track and strengthen those connections, so allowing the creation of virtuous circles of sustainable business models, purposeful brand narratives and consumer engagement at scale that will ultimately be good for society, good for consumers, good for business and good for the planet.

We will do everything in our power to help brands and businesses deliver on this ambition across every product category, every geography and every identifiable group of consumers, globally.

1.2%

of marketing spend invested in our MCA tool frees up 20% of spend in building sustainable brand capital & market shares.

200

leading brand owning businesses in different sectors used our unifying currency to help build brand capital & drive sustainable growth.

60%

of citizens are concerned about sustainability showing a meaningful impact on their behaviors with brands.

Our Commitment

Chairman’s Message
Lawrence Hutter shares his thoughts on BXG’s sustainability manifesto of sustainability and brands to business leaders
learn more
CEO’s Message
Oscar Jamhouri extends an open invitation to connect and engage with us on sustainability
learn more
Global Client Service Director’s Message
Mike Bambrick shares his views on the importance of enterprises in communicating sustainability efforts and quantifying the created value
learn more
BXG’s commitment is to do everything in our power to help brands and businesses deliver on this. We will provide objective, robust insight into how consumers are engaging with responsible brands and how this translates into preference, choice and consumption behaviours, making real the ‘Quadruple Bottom Line’ of social, environmental, consumer engagement and resulting financial impact.

We will support responsible businesses in realising this ambition across every product category, every geography and every identifiable group of consumers globally.

Our Thinking

Introducing the Quadruple Bottom Line

The Brand Experience Group’s outcomes-based reporting model is fully consistent with the WEF/IBC framework with the addition of one important dimension, the metrics that describe citizen and consumer engagement with brands as ambassadors for sustainable business operating models. Sustainable Brands and the Link to Value Creation.

The Brand Experience Group ‘Quadruple Bottom Line’ model, made possible by the “MCA for Sustainability”, combines individual preference and choice with other business outcomes across People, Planet, Preference & Prosperity.

When the metrics used to track financial, environmental and social performance are combined with the metrics that describe consumer engagement with brands as demonstrated by their behaviours, then businesses can establish a truly actionable line-of-sight between sustainable business practices and value creation through brand preference and purchase. Only then can we establish virtuous circles of brand purpose, individual engagement and business model transformation towards a more sustainable future.



OUR EXPERTS

Lawrence Hutter , Chairman

Lawrence spent 3 years leading the World Economic Forum (WEF)’s sustainability programme for the retail and consumer industries when industry leaders were at a formative stage in developing their sustainability strategies. He worked in close partnership with three global champion companies - Nestle, Nike and Unilever who were the leading supporters of the programme, and 21 other top-tier global consumer products companies and retailers who participated in the Programme Board. Lawrence now chairs the Board of The Brand Experience Group and is the author of our manifesto on Sustainability. Some of his WEF publications are: The Consumption Dilemma: Leverage Points for Accelerating Sustainable Growth, Redesigning Business Value: A Roadmap for Sustainable Consumption and Sustainability for Tomorrow’s Consumer.

Koen De Staercke, Senior Advisor

Koen has been a Senior Advisor with BXG since September 2020. He brings 30 years of experience, split between advisory and operating roles. He has mainly worked across Europe and the US with businesses, mainly in consumer products, manufacturing, life sciences and high-tech. He has deep expertise in the areas of marketing, sales and innovation. Koen worked at Andersen Consulting (now Accenture), Coca-Cola, Deloitte and Alvarez & Marsal. At Deloitte, as global co-leader for the Consumer Products sector, he worked on the World Economic Forum’s sustainability programme for the retail and consumer industries. Koen has worked with Integration, (now the The Brand Experience Group) for more than 10 years on many projects and is an expert in embedding the MCA system as a platform for capability development.

Will Sarni, Senior Advisor & Member of Advisory Board

Will is an internationally recognized thought leader on sustainability and water strategy. He has been an advisor to multinationals, investors, technology companies and NGOs for his entire career. He founded DOMANI, a sustainability strategy firm over 20 years ago which was sold to Deloitte Consulting. While at Deloitte, he founded and led the water strategy practice, within the Social Impact service line, working with some of the world's most recognized consumer and industrial brands. Will has written numerous books and articles and presents on subjects such as the value of water, innovations in digital water technology, the circular economy, and the energy-water-food nexus. He is the Chairman of the Scientific Advisory Committee for the UN-sponsored World Association of Industrial and Technological Research Organization's Global Innovation Summit 2020. He is also a member of several company and non-profit boards and was on the Scientific Program Committee for Stockholm World Water Week and is on the Editorial Board of the Journal of Water Security.

resources

Sustainable Brands paper

Sustainable Brands And The Link To Value Creation

The paper outlines a strategy towards developing and implementing a global set of standards for ESG reporting. It includes metrics for Governance, People, Planet and Prosperity, emphasizing the ‘belief that the interrelation of economic, environmental and social factors is increasingly material to long‑term enterprise value creation’.
Asia Pacific paper

Our Manifesto on Sustainability

Our manifesto for Business Leaders introduces our common, unifying Brand Experience measurement currency and provides the essential line-of-sight needed from consumer engagement with authentic brand narratives to social, environmental and financial outcomes.
Asia Pacific video

Creating Value through Sustainability – Episode 2

Understanding how brands’ sustainability narratives are creating value is becoming a really hot topic because, while most enterprises are serious about doing the right things, they aren’t always communicating them, and that matters. Discover why.
video

Finding the Citizen Within the Consumer – Episode 1

Understanding how brands’ sustainability narratives are creating value is becoming a really hot topic because, while most enterprises are serious about doing the right things, they aren’t always communicating them, and that matters. Discover why.
Load More

Engage with us on Sustainability

Contact our Regional Directors
Europe
Mike Bambrick:
Koen De Staercke:

The Americas:
Eric Dherte:

Asia:
Sumit Arora: