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Kingfisher

From doing less bad to more good

Project type

  • Vision

  • Maps

  • Symbols

  • Stories

  • Challenge

    Kingfisher has a long-standing commitment to sustainability that goes back decades. When we started working with Kingfisher, good practice and responsible decision-making were built in, but resource volatility and sustainability challenges within the market were growing. Kingfisher needed a new approach that could give them a role in affecting the long-term stability of resources, drive cost-savings and open up new business opportunities.

  • Insights

    As Kingfisher started to redefine its core business strategy, we saw this as the perfect moment to transform sustainability into a powerful business opportunity.

    But to get the business value from sustainability, you have to commit to a big idea – an idea that’s crucial for your business and the world at large. In partnership with the board and sustainability leadership team, we looked at Kingfisher’s business strengths, their competitors and their market. It became clear that simply being sustainable isn’t enough. Kingfisher needed go from being less bad to actively doing more good. They needed to aim for Net Positive.

  • Actions

    • Created the breakthrough Net Positive commitment in close partnership with Sir Ian Cheshire, former chief executive of Kingfisher
    • Worked with B&Q, Castorama, Screw-fix and other Kingfisher retail brands to identify opportunities and challenges.
    • Defined Kingfisher’s vision, aspiration and goals to become sustainable by 2020.
    • Helped Kingfisher’s retail brands around the world to understand and adapt Net Positive to fit within their unique market contexts.
  • Results

    • Kingfisher’s eco products delivered revenues of £2.3 billion in 2013 and are projected to increase to 50% of sales by 2020
    • Thanks to its Net Positive work, Kingfisher won two Guardian Sustainability Awards in 2014
Big Idea

Insight

To get the business value from sustainability,
you have to commit to a big idea that’s crucial
for your business and the world at large.

Strategy
House

What the client said

“Futerra know this market like the back
of their hand and they stretch your
thinking in a constructive way, and they
are good fun to work with”

Nick Folland— former Group Corporate
Affairs Director, Kingfisher Plc

Results

£2.3 billion

delivered to the business from
eco products in 2013

Remember

Don’t be afraid to aim high but make
your vision meaningful by setting the
right sustainability goals