Storytelling & Sustainability

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A short maniifesto about how storytelling can be used to engage stakeholders in sustainability issues.

Published in: Business

Storytelling & Sustainability

  1. 1. Storytelling &SustainabilityEngaging and motivating through great stories Designed by
  2. 2. Sustainable Managementis a keyword in the corporate strategy of the 21st century
  3. 3. Only in 2009, global new investment insustainable energy reached $162 billion
  4. 4. And the attitude of companies towards sustainability issues became an important indicator of quality THE GLOBAL 100 RANK COMPANY GREEN SCORE 1 IBM 100.00 2 Hewlett-Packard 99.33 3 Johnson &Johnson 98.51 4 Sony 96.40 5 GlaxoSmithKline 94.18 6 Novartis 91.48 7 Deutsche Telekom 91.40
  5. 5. In the USA, 88% of executives report their company is “going green” Fonte: Gibbs & Soell Sustainability Report 2010
  6. 6. But only 29% of executives and 16% of consumers believe thatthe majority of businesses are really committed Fonte: Gibbs & Soell Sustainability Report 2010
  7. 7. That means stakholders are not truly engaged
  8. 8. We believe that happens because mostcompanies are concerned about proposing sustainable improvements Water Energy Waste Biodiversity Labor & Equity
  9. 9. In order to gain prominence as a sustainable company Water Energy Waste SUSTAINABLE Biodiversity COMPANYLabor & Equity
  10. 10. Presenting results that seems to please their stakeholders Water Employees Energy SUSTAINABLE Consumers Waste Biodiversity COMPANY CommunityLabor & Equity Government
  11. 11. While in fact, it should happen in a different way Water Employees Energy SUSTAINABLE Consumers Waste Biodiversity COMPANY CommunityLabor & Equity Government
  12. 12. Firstly, you gotta identify changes thatstakeholders expect from the company Employees Consumers Community Government
  13. 13. Bringing that challenges into corporate culture Employees SUSTAINABLE Consumers COMPANY Community Government
  14. 14. Which will lead to different resolutions, that can benefit all involved in the cycle Water Employees Energy SUSTAINABLE Consumers Waste Biodiversity COMPANY Community Labor & Equity Government
  15. 15. Therefore, involving stakeholders is the starting point Water Employees Energy SUSTAINABLE Consumers Waste Biodiversity COMPANY CommunityLabor & Equity Government
  16. 16. By motivating people in&around the company to spread ideas that matter to them and share their experiences Employees SUSTAINABLE Consumers COMPANY Community Government
  17. 17. So, how to create a context to TELL TOUCH & ENGAGE
  18. 18. Telling Great Stories
  19. 19. People need to see and experience things so they can believe it
  20. 20. Stories approaches people to factsand show how their conflicts are overcome
  21. 21. Stories can change people’s points of view and influence their lives
  22. 22. So how storytelling is helping brands to MOTIVATE & MAKE PEOPLE ACT for sustainability?
  23. 23. Let’s see some examples
  24. 24. case #1
  25. 25. Kiva is a non-profit organization that lets you lendto a specific entrepreneur in developing countries
  26. 26. It connects the lender and the entrepreneur with a great new story in each lending
  27. 27. Stories that touch people, who help others to lift themselves out of poverty
  28. 28. The results?$205.000.000 in loans98,65% repayment rate909.133 users & 450 volunteers211 countries represented by Kiva Lenders
  29. 29. And a lot of nice stories like Pedro’s: CLICK TO PLAY
  30. 30. case #2
  31. 31. Sustainable Living Contestwas made for Pepsico employees to tell aboutsustainable practices in their everyday lives
  32. 32. Over 3400 employees from 7 countriesof South America shared their experiences
  33. 33. And people voted for the person who hadthe most inspiring story of sustainable life
  34. 34. Like the routine of Lilian, one of the 10 finalists CLICK TO PLAY
  35. 35. These are only two of many examples of the power of storytelling to inspire and motivate people
  36. 36. Reports, numbers and racional arguments are easily forgotten, butstories stand the test of time.
  37. 37. Are you ready to tell yours?
  38. 38. Check more about brands and storytelling clicking at @story_beats story@lukso.com.br

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