Presentation for Young Leaders League Utrecht University on campaigning for sustainability

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Presentation for Young Leaders League Utrecht University on campaigning for sustainability

  1. 1. Building a movementforSustainability Young Leaders League Sustainability&Growth 21 May 2013 Else Boutkan www.ElseBoutkan.nl www.WavesofChange.nl
  2. 2. Sustainability! (according to me....) Leadership versus management finished = finished&enough = enough | ‘Enlightenedself interest’ Organizing and people versus technicalsolutions Brundtland | OurCommonFuture The 7 wavesforsustainablechange Water is the blood of the earth
  3. 3. Sustainability? Sustainabalize (?)! • Ourbiggestproblems are ourownproblems • Mindset>intention>action • A road full of dilemma’s
  4. 4. What is sustainabilityaccording to you? • In 3 words.... >>sharesustainability!
  5. 5. Draagvlak enWeerstand : Hokjes en Stickers Kennen = ook: zijn ze belangrijk voor je? Kun je er omheen?
  6. 6. Support andResistance Socialdiffusion |Tipping point Socialproof | Cialdini CulturalCreatives Chaos in transitions
  7. 7. CulturalCreatives CulturalCreatives: • Are concernedabout the planet and want to pursue a sustainablelifestyle • 10 % of population is CulturalCreative • Expected to grow to 20% in the next few years • Characteristic of a culturalcreative: the feel as anexception CulturalCreatives are able to start a movement: localiseand thenconnect!
  8. 8. Chaos and transitions • Thinkold – act old : business as usual • Thinknew – act new: frontrunners: leaders towards a newsituation • Thinkold – act new : bla-die-bla’sgreenwashers • Thinknew – act old: are ‘aware’ butunable to transformthistowardsnecessarybehaviour (costs, knowledge, network, ...)
  9. 9. Socialdiffusion Early Majority Late Majority Laggards Early Adopters Innovators: 3% >frontrunners!
  10. 10. Tipping Point (MalcolmGladwell,TheTipping Point; howlittlethingscanmake a big difference, Abacus 2010) • The Law of the Few: connectors, mavens and salesmen: the nature of the messenger • The Stickiness Factor • The Power of Context
  11. 11. Where to start a sustainabilitymovement in Utrecht? With Martine andTyra and ...
  12. 12. Where to start a sustainabilitymovement in Utrecht? What do we learnfromNudge and othersuccesfullcampaigns? Factors forsuccesfullcampaign: • Name & logo: branding • With ’realpeople’ • Visible : everyindividualcontribution • Report progress and results • Long run
  13. 13. Fundraising campaigns: Makeit happen >Seeit happen! Akvo.org
  14. 14. Fundraising campaigns: Makeit happen >Seeit happen!
  15. 15. How to start a movement? http://www.youtube.com/watch?v=V74AxCqOTvg
  16. 16. Let’s do it - http://www.youtube.com /watch?v=A5GryIDl0qY
  17. 17. The 7 WavesforSustainableChange 1. Organizing support instead of managing: focus on frontrunners, notonresistance 2. Be a Wavemaker! Find and trust yourownpurpose and passion 3. Include building a movement in your ‘management’ goals 4. Aimfor a tipping point (3%) 5. Build a smart campaign 6. Onlyapplypersuationifthere is nootherway 7. Celebrate, share, beproud and start all over again.

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