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Storytelling & Sustainability
 

Storytelling & Sustainability

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

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

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Storytelling & Sustainability Storytelling & Sustainability Presentation Transcript

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