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Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
Sustainability as opportunity for innovation
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Sustainability as opportunity for innovation

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Presentation for students on sustainable strategy beyond CSR

Presentation for students on sustainable strategy beyond CSR

Published in: Business, Technology
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  • 1. Duurzameondernemers zijn denieuwe rockstars Artevelde Hogeschool Donderdag 24 Februari 2011 Stefaan Vandist
  • 2. #1WIE IS STUDIO SPARK?
  • 3. Bart Jansen Tom Duhoux Stefaan Vandist(eco-designer/ C2C-expert) (business developer) (brand and communication strategist)
  • 4. #2DUURZAAMHEID IS VAAK CONTRA-INTUITIEF
  • 5. CREEER EENNIEUW VERHAAL Oude metrostellen om koraalriffen mee te bouwen (Delaware Department of Natural Resources and Environmental Control)
  • 6. CREEER EEN NIEUW VERHAAL BUSINESS REALITY facts faith HUMAN WORLDECOSPHERE fun
  • 7. #3MVO EN VOORBIJ MVO
  • 8. People Planet ProfitDit plaatje kennen we allemaal
  • 9. Efficiency EffectivenessDoing the things right Doing the right thingDriven by Business PROPOSITIE Driven by Businessknow how know why KOSTEN INKOMSTEN THE BUSINESS REALITY ACTIVITEITEN RELATIES GRONDSTOFFEN SEGMENTEN PARTNERS KANALEN THE ECOSYTEM THE HUMAN WORLD MVO INNOVATIE
  • 10. #4 DUURZAAMHEID IS EEN OPPORTUNITEIT VOORINNOVATIE EN CREATIEF ONDERNEMEN
  • 11.   Gebrek aan inspirerende voorbeelden is eenbelangrijke rede waarom duurzaamheid vaak zo ver weg en zo saai lijkt.
  • 12. VERBLIJFSERVARING Vakantiepark dat bestaat uit boomhutten van bekende en jonge designers (Treehotel, Zweden)
  • 13. WEEKENDTOERISME Prefab Ecopods om een weekendje gezellig naar de sterren te kijken (Carre d’Etoiles, France)
  • 14. TRANSITAftandse Jumbo Jet die nabij de luchthaven wordt omgebouwd tot hotel (Jumbo Hostel, Stockholm)
  • 15. DUIKTOERISMEDuurzaamheid biedt de kans om een onvergetelijke verblijfservaring te realiseren(Seaventures Dive Resort, Indonesië, Borneo, Filipijnen)
  • 16. WEEKENDHUISJESParadijselijk vakantiepark(voor Hobbits?) vlakbij
  • 17. TRANSPORTKlimaatneutraal vliegen(Natureair.com, Costa Rica)
  • 18. CREEER EEN NIEUW VERHAALfacts BUSINESS REALITY faith HUMAN WORLD ECOSPHERE fun
  • 19.   Ondernemerschap is het nieuwe activisme
  • 20. LOCALE SAMENWERKINGZeeschildpadden beschermen door er een toeristische trekpleister van te maken(Projecto Tamar, Praio do Forte, Brazilië)
  • 21. Niet-duurzaamheid Mogelijkheden creëren (metvoorkomen (met restricties) creativiteit)
  • 22. #4 OOK BESTAANDEBEDRIJVEN ZIJN ERMEE AAN DE SLAG
  • 23. Planet me demonstrates all small steps and initiatives TNT takes towards its ultimate goal: planetme.tnt.com Code orange programm to improve CO2 efficiency of core operational activitiesChoose orange programm to engage employees to make happen the overarching challenge Count Carbon measuring and monitoring C02 “TNT wil het eerste klimaatneutrale transportbedrijf ter wereld worden”
  • 24. Ecomagination organizes contests among visionaires, inventors and studentsVia augmented reality, GE involves US Citizens with the future advantages of the smart Grid Online, Ecomagination provides a rich media educational platform demonstrating the Smart Grid in terms of ecology, technology and economy Ecomagination is an image and Ecomagination opens its brand to CSR- vehicle for General Eelectric co-invest and promote new technologies with other big players General Electric betrekt Amerikaanse burgers bij het smartgrid project
  • 25. Marks & Spencer voedt haarconsumenten op
  • 26. #5BOUWSTENEN VAN EEN GOEIE GROENEMARKETINGSTRATEGIE
  • 27. 7 BUILDING BLOCKS 1 UNIQUE EXPERIENCE WORTH SHARING 2 ENGAGED INCUBATION GROUP 3 CONNECTION TO A BIG IDEAL 4 POWERFUL BELIEF SYSTEM 5 MEASURABLE DIFFERENCE 6 CREDIBLE INTENTION 7 EASE AND ATTRACTIVENESS
  • 28. 7 BUILDING BLOCKS (country cleanup) 1 UNIQUE EXPERIENCE WORTH SHARING 2 ENGAGED INCUBATION GROUP 3 CONNECTION TO A BIG IDEAL 4 POWERFUL BELIEF SYSTEM 5 MEASURABLE DIFFERENCE 6 CREDIBLE INTENTION 7 EASE AND ATTRACTIVENESS
  • 29. 7 BUILDING BLOCKS (zipcar) 1 UNIQUE EXPERIENCE WORTH SHARING 2 ENGAGED INCUBATION GROUP 3 CONNECTION TO A BIG IDEAL 4 POWERFUL BELIEF SYSTEM 5 MEASURABLE DIFFERENCE 6 CREDIBLE INTENTION 7 EASE AND ATTRACTIVENESS
  • 30. 7 BUILDING BLOCKS (talking tree) 1 UNIQUE EXPERIENCE WORTH SHARING 2 ENGAGED INCUBATION GROUP 3 CONNECTION TO A BIG IDEAL 4 POWERFUL BELIEF SYSTEM 5 MEASURABLE DIFFERENCE 6 CREDIBLE INTENTION 7 EASE AND ATTRACTIVENESS
  • 31. #5GREENWASHING VOORKOMEN
  • 32. What it is Green wash (grēnwŏsh, - wôsh)“verb: the act of misleading consumers regarding practices of acompany or the environmental benefits of a product or service.”
  • 33. What it is Spending more on advertising green then actual investing in sustainable actionLike BP, ”Beyond Petroleum in 2008”: 45 million in renewable versus 5 billion on oil exploration in Alaska
  • 34. Not making sustainability special, but making sustainability normal
  • 35. CFC FREE | ORGANIC | FREE RANGE |CRUELTY FREE | BIO | DOLPHIN FRIENDLY | NON TOXIC | BIODEGRADABLE |RECYCLABLE | ECO | CARBON NEUTRAL |FSC | AGAINST ANIMAL TESTING | VEGAN | FAIRTRADE | LOCAL | OZONE FRIENDLY | CARBON OFFSET
  • 36. Smallest of niches Very desirable market, set to grow 1/33 1/3
  • 37. “Sustainable is a new sort of ‘good manners’” 
  • 38. CULTURAL CREATIVES | LOHAS | NEW WORLD’S | BLUE GREENS | POSITIVE CHOSERS ...high-educated, involved, opinionated, active, merely urban, double income, early-adapting, ... And marketers are starving to get them
  • 39. Isn’t this how you would think of advertising milk?We are educated to make things look nice
  • 40. 1 HARM CORPORATE IMAGEWHY AVOID GREENWASHING ? 2 HARM SUSTAINABLE TRANSITION MOVEMENT 3 35/31% OF CONSUMERS DON’T BELIEVE ECO-CLAIMS 4 ATRACT ACTIVISM 5 BAD TRACK RECORD STICKS LONGER THEN GOOD RECORD 6 WE LIVE IN TIMES WHERE NOTHING CAN STAY UNCOVERED 7 ITS SIMPLY ANNOYING
  • 41. You don’t want this kind of circuson your doorstep
  • 42. CUT OUT AND KEEP“The seven sins of Greenwashing” 1.  The sin of suggestive pictures >>> Suggestieve beelden 2. The sin of the hidden trade off >>> Verborgen valkuil 3. The sin of no proof >>> Geen bewijs 4. The sin of vagueness >>> Vaagheid 5. The sin of irrelevance >>> Irrelevantie 6. The sin of lesser of two evils >>> Kiezen tussen pest en cholera 7. The sin of fibbing >>> Liegen
  • 43. 7 SINS OF GREENWASHING 1 THE SIN OF SUGGESTIVE PICTURES 2 THE SIN OF THE HIDDEN TRADE OFF 3 THE SIN OF NO PROOF 4 THE SIN OF VAGUENESS 5 THE SIN OF IRRELEVANCE 6 THE SIN OF LESSER OF TWO EVILS 7 THE SIN OF FIBBING
  • 44. 7 SINS OF GREENWASHING 1 THE SIN OF SUGGESTIVE PICTURES 2 THE SIN OF THE HIDDEN TRADE OFF 3 THE SIN OF NO PROOF 4 THE SIN OF VAGUENESS 5 THE SIN OF IRRELEVANCE 6 THE SIN OF LESSER OF TWO EVILS 7 THE SIN OF FIBBING
  • 45. Make sustainability workwhere it belongs: inindustries, society, inconsumer markets, in theconversation and inbetween peoples ears faith THE BUSINESS REALITYfacts THE HUMAN WORLDTHE ECOSPHERE fun
  • 46. Als we een duurzame toekomstbouwen, moet het er een zijn waar we met zijn allen met plezier in willen leven (Carlo Petrini, Slowfood foundation)
  • 47. www.studiospark.eu Bedankt voor jullie Stefaan.vandist@studiospark.eu aandacht! 0496 60 93 01 Vragen? Studio Spark Willem Linnigstraat 13 2060 Antwerp[ Tom ] [ Stefaan ] [ Bart ] @talkwithSpark

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