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Ed Gillespie, Futerra

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  • 1. West of England Carbon Challenge (WECC) ‘ Engaging Your People in Cutting Carbon ’ Ed Gillespie Bristol February 2011
  • 2. about us PR & media / strategy / advertising & brand employee engagement / visual & digital
  • 3. Make sustainable development so desirable it becomes normal
  • 4. HAVE MORE FUN THAN ‘THEY’ ARE (and let them know while we’re doing it)
  • 5.  
  • 6.  
  • 7.  
  • 8.  
  • 9.  
  • 10.  
  • 11.  
  • 12. Futerra timeline 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
  • 13.  
  • 14. today
  • 15.  
  • 16.
    • "This isn ’t a gentlepersons debate, its a street fight against well-funded, merciless enemies who play by entirely different rules."
  • 17.  
  • 18. Complexity
  • 19. IMPACT WILLINGNESS No Fly Recycling No Plastic Bags
  • 20. “ Public discourse about climate change has resulted in an erroneous idea that it’s all about cost, burden and sacrifice. If the math were correct, everyone would see it’s about profit, jobs and competitive advantage. Smart companies have figured this out and are making billions” , - Amory Lovins
  • 21.  
  • 22. 4 things to hate about sustainability communications
  • 23. 1: Being unnecessarily complicated
  • 24. 2: Nagging people
  • 25. 3: Use of guilt / passive aggressive notes
  • 26. 4: Being boring
  • 27.  
  • 28.  
  • 29. The Golden Circles WHY Why do you do what you do? What is the essence of your brand? HOW How do you do it? Your values and the way you do business… WHAT What are the products and services you offer? WHY HOW WHAT
  • 30.
    • How far can you take it?
    It ’ s important to both understand where you are now on the green brand journey, and how far down it you are hoping to go. Where are you now?
  • 31.  
  • 32.  
  • 33.  
  • 34.  
  • 35. £50M.
  • 36.  
  • 37.  
  • 38. “ Make stuff that doesn’t suck” Jimmy Wales, Founder Wikipedia
  • 39. changing behaviours
  • 40. Behaviour Change
    • It ’ s not enough to be right and good, you have to be effective in changing behaviours.
    • Understand the factors around the existing behaviour
    • It ’ s about them not you – you have to understand the people you ’ re trying to change.
    • REMEMBER: This is about behaviours – not attitudes or beliefs!
  • 41.  
  • 42. Why does this happen?
  • 43. No-one knows/cares? 71% very/fairly concerned 78% personally think climate is changing 78% caused by human activity
  • 44. Mad, Bad, Lying?
    • They ’ re lying
    • They ’ re bad
    • They don ’ t actually know what to do
  • 45. Mad, Bad, Lying? I mean to but I forget I care but I have other priorities It makes me feel guilty so I ignore it It ’ s too hard It costs too much It takes too long It ’ s not as good as the way I normally do things It ’ s not for people like me It ’ s someone else ’ s job I can ’ t do anything about it I don ’ t have a big impact It won ’ t make a difference anyway
  • 46.  
  • 47. mythbusting
  • 48. How we like to think of ourselves
    • People are rational.
    • We always make conscious decisions to act.
    • We ’re self-determining autonomous individuals.
  • 49. human behaviour, are you... Spock Rational Cost/Benefit decisions Homer Emotional Instincts and habits
  • 50. Information/ Incentives Action ! Decision Action ?
  • 51.  
  • 52. The reality
    • Decisions are governed by habit, emotion and rules of thumb
    • We are influenced by what others around us are doing
    • The physical environment affects how we behave
  • 53. PART 4 INFLUENCING FACTORS
  • 54. 3 factors that influence behaviour
    • Personal
    • Social
    • Infrastructure
  • 55. PERSONAL FACTORS
  • 56. Habit
  • 57. Agency
  • 58. Present beats future
  • 59. Loss beats gain IS YOUR HOUSE LOSING MONEY?
  • 60. SOCIAL FACTORS
  • 61. Social proof
  • 62.  
  • 63. Physical / Environmental INFRASTRUCTURE FACTORS
  • 64. Physical environment
  • 65. Motivating behaviour
  • 66. Enabling/Restricting behaviour
  • 67. 3 factors that influence behaviour
    • Personal
    • Social
    • Infrastructure
  • 68.  
  • 69. Motivation is the activation or energisation of goal-orientated behaviour. (Wikipedia)
  • 70. “ The questions so many people ask- namely, ‘ How do I motivate people to learn? To work? to do their chores? Or take their medicine? ’ - are the wrong questions. They are wrong because they imply that motivation is something that gets done to people rather than something that people do. ” Edward Deci and Richard Flaste
  • 71. Extrinsic motivation
    • Comes from ‘ outside ’
    • Schedules
    • Carrots and sticks
    • Competition
  • 72. Maslow
  • 73. Hertzberg ’ s 2 Factor Theory
  • 74. Intrinsic Motivation
    • Autonomy
    • Mastery
    • Purpose
  • 75. Opportunity
    • Only 50% people actively engaged at work
    • In some countries this falls to 3%!
    • Volunteering has increased as engagement has decreased
    • 81% graduates want to work for a company that is doing something about the environment
  • 76. “ [Involvement in special projects] makes people feel like they ’ re part of the answer—and part of the company ’ s future. ” Mckinsey
  • 77.  
  • 78. “ Some sceptics insist that innovation is expensive. In the long run, innovation is cheap. Mediocrity is expensive- and autonomy can be the antidote. ” Tom Kelley, GM, IDEO
  • 79.  
  • 80. Wieden + Kennedy
  • 81. Clockwise from left: thank you poster, internal touchpoint stickers, desktop wallpaper, and champions lanyard badges
  • 82. Earth Hour Stickies
  • 83.  
  • 84.  
  • 85.
    • ed gillespie
    • @frucool
    • [email_address]
    • www.futerra.co.uk
    thanks and goodbye