Get Going with Green - Closing the Sustainability Gap


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There is a yawning gap between people's claimed and actual sustainable behavior. At Ogilvy Earth, we call it The Sustainability Gap.

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Get Going with Green - Closing the Sustainability Gap

  1. 1. Get Going with GreenClosing the Sustainability Gap与绿色同行——跨越可持续性鸿沟
  2. 2. OgilvyEarth is the global sustainability practice within the Ogilvy &Mather Group.We help brands harness the power of sustainability, through strategicplanning and communications.We work with visionary companies that are looking to makesustainability a growth driver for both their business and thecommunities they serve.奥美爱地球是奥美整合行销集团下属的可持续性业务。通过战略规划和媒体传播,我们帮助品牌驾驭可持续性的力量。我们与那些高瞻远瞩的企业一同寻求企业和社会可持续性的发展动力。
  3. 3. There is a yawning gap between people’s claimed and actual sustainable behavior. At Ogilvy Earth, we call it the Sustainability Gap.关于可持续性,人们的所说和所做之间有着日益扩大的鸿沟。 奥美爱地球将此称为可持续性鸿沟。
  4. 4. Claimed behavior人们所说的• 50% said they use renewable energy at home• 50%的中国受访者声称他们在家使用可再生能源• 52% said they avoided using plastic bags• 38%的人说他们使用替代性汽车燃料• 38% said they used alternative automobile fuel• 52%的人说他们不使用塑料袋 Research by Landor Associates, 2008.
  5. 5. A problem with research面临的问题Put the question in a survey, and respondents will tick the answers that make themlook good.Claiming to be green is the politically correct thing to say.在接受可持续性方面的调研的时候,这些受访者都会选择使他们看起来形象良好的回答。号称环保是一种怎么也不会错的说法。
  6. 6. When people claim they are green,it is because they already have theknowledge that they need tochange their behaviors.They are concerned, but they feelpowerless.当人们说他们很环保时,只是因为他们具有改变行为所需的知识。他们关心此事,但他们还是感到无能为力。
  7. 7. Whose responsibility?谁的责任?• China’s green stimulus, announced in 2009, is simply the largest in the world, with USD 221 billion - 34% of the total stimulus package - committed until 2020.• 2009年,政府宣布将投入2210亿美元的环保激励金额(这个数字已经 是迄今为止世界范围内最巨大的环保激励金额);而且这个数字高居 国家整个经济刺激计划的34%。 % Power Obligation Action Government 65.8 56.7 42.7 Corporations 10.6 25.8 15.8 Individuals 23.5 17.5 41.3 Quantitative study amongst 1300 respondents across China.
  8. 8. Whose responsibility?谁的责任?• China’s green stimulus, announced in 2009, is simply the largest in the world, with USD 221 billion - 34% of the total stimulus package - committed until 2020.• 2009年,政府宣布将投入2210亿美元的环保激励金额(这个数字已经 是迄今为止世界范围内最巨大的环保激励金额);而且这个数字高居 国家整个经济刺激计划的34%。 % Power Obligation Action Government 65.8 56.7 42.7 Corporations 10.6 25.8 15.8 Individuals 23.5 17.5 41.3 Quantitative study amongst 1300 respondents across China.
  9. 9. A focus on compliance,cost & image 法律的强制、成本及品牌形象• 84% companies said that environment protection is important to them because it is a legal requirement• 84%的受访企业认为环保对于他们很重要,因为这是政府 明文规定的法律要求• 79% said it was a brand image necessity• 79%的企业认为环保是品牌形象的需要• Only 19% said they were promoting the sales of environment friendly products• 仅有19%的企业声称,他们在促进环保产品的销售 Chinese companies in the 21st century, A survey of Social Responsibility & Sustainability of Chinese companies, Worldwide Fund for Nature, April 2010
  10. 10. 53% of our respondents said that thegreen options in the marketplacewere too expensive.53%的受访者觉得市场上的环保产品都太贵了。
  11. 11. Regular Eco-friendly/ Organic400 3200Regular vs bamboo frame bicycle27 1383 kg of fresh vegetables18-26 588 pack roll of toilet paper300 750Double occupancy per weekend night
  12. 12. Time & money as barriers时间&金钱的障碍 If they had more moneyIf they had more time 37% would ride a bike to work 29% would buy energy saving appliances 27% would use cloth nappies 42% would buy eco- 42% would save friendly detergents electricity 45% would drive a 38% would hang hybrid / electric car clothes out to dry
  13. 13. A sense of entitlement 争权意识• “We’re only beginning to enjoy the fruits of our prosperity, and you want us to stop?” “我们刚刚开始享受社会繁荣的成果你 却想阻止我们?”• 55% of our respondents are driven by convenience for their purchases 55%的受访者声称方便时他们购买决策 的主要因素Only 18.6% said they would limitconsumption.只有18.6%的受访者说他们会限制自己的消费。
  14. 14. Official, formal discourse官方、正式的用语• Accurate vocabulary played back• School based, formal learning – 40% learned about sustainability in school• Showcases: Olympics, Expo – These emphasize government role• 当下应景的话• 以学校为基础的学习 – 40% 的中国消费者在中小学阶段获得 关于可持续性的知识• 展示:奥运会,世博会 – 强调政府的职责
  15. 15. Chinese consumers are confronted by an overload ofclaims and certifications that they feel they cannottrust.面对铺天盖地的环保认证,中国消费者很难相信环保产品能效的真假。
  16. 16. The idealism of Green Heroes绿色英雄的理想主义The badge that the Eco-chic wear环保形象的个人标志Creates a distance普通人和绿色英雄的隔阂
  17. 17. But there’s hope.但我们仍有希望。
  18. 18. A willingness to act行动的意愿• 67% believe that their efforts did count 67%的受访者认为自己的环保努力有意义• 69% said that if environment friendly products were available at the same price point, they would purchase them 69%的受访者说,如果环保产品和非环保产品价格一样,那 么他们将会购买环保产品。• Not entirely closed to the idea of paying a small premium – 71% are happy to pay up to 10% more 并不是说,由于要支付额外的费用,消费者就对绿色产品 失去想法 – 71%的人乐于多付10%
  19. 19. The opportunity 机遇 • 90.7% believe that the sustainability movement is on the upswing 90.7%的受访者认为中国的可持续性运动处于上升 趋势 • 78% said they would rather be given guidelines on how to live a sustainable life & do it themselves, than it be legislated 78%的受访者说,他们宁愿政府或相关团体为他们 提供关于可持续生活的指导,然后他们自己去实 践,而不愿意让政府的规定来强制他们采取环保 行动 • 80% would like to receive recognition from their peers for their positive green behaviors 80%的受访者希望自己的同伴能认可和赞赏自己的 环保行为
  20. 20. We need ... easier pathways to embrace the sustainability opportunity.我们所需要的 ……更简单的方法来接纳可持续性 机遇 … greater recognition and positive reinforcement of good behaviors. ……更多的认同和对可持续性行为 的积极回应 … to come up with solutions together. ……一起来解决问题 …to assume greater responsibility for our actions. ……为自己的行为承担更大的责任
  21. 21. The solutions lie in understanding the everyday livesof people.The answers are embedded in their overallconsumption ethic.了解人们的日常生活,才能找到解决的方法。问题的答案存在于他们的消费理念。
  22. 22. 24 families and young individuals. 3 cities3个中国城市的24户家庭和年轻人 Whilst engaging with the subjects, it became clear to us that no matter how ‘misguided’ or ‘skeptical’ an individual might be, there is still an opportunity to engage in a dialogue that favors sustainable behavior. 跟随这些主人公的日常生活轨 迹让我们明白,无论被访者多 么地“被误导”或“疑虑重 重”,我们和他们仍然可以开 展关于可持续性行为的对话。
  23. 23. Flexible progressives灵活的进步者• Often with a background of deprivation• Get a kick out of maximizing resources & efficiency• 多有贫困的个人经历• 从废物利用的最大化中得到了无穷的 乐趣 Zhou, 38, and his wife Wang from Anhui.
  24. 24. Flexible progressives灵活的进步者• Use energy-saving light bulbs; have plants to ‘soak up the carbon’; do half their laundry by hand• Proud of their green achievements, but do not feel the need to compare themselves with others• Power shared equally at home Zhou, 38, and his wife Wang• 使用节能灯泡;种植物来“吸收碳”; from Anhui. 一半的衣物手洗• 对他们的环保成就很骄傲,但不想与 其他人比较• 夫妻俩平等持家
  25. 25. Flexible progressives灵活的进步者• Arrival of their baby provoked a heightened consciousness of sustainability• Willing to accept hand-me- down clothes from relatives• Shop at local wet market: “A green lifestyle starts from cheaper and fresher individuals and families who want to make their environment green and• 宝宝的到来使他们更加关注 sustainable, then the community and 可持续性问题 finally, the whole city.”• 乐于接受来自亲友的二手衣 “绿色生活方式首先是那些想要绿色 服 环境和可持续生活的个人与家庭开 始实践,然后扩展至社区,再然后• 从附近的菜市场买菜;更低 扩大到整个城市。” 廉、更新鲜
  26. 26. -Heroes amongst us.-Bring men & women equally into thediscussion.-Use critical moments in life, such aschildbirth, to motivate action.-平民英雄。-保持家庭决策中男女平等。-在生命的关键时刻,比如宝宝的降生,激励可持续行动。
  27. 27. Misguided materialists误入歧途的物质主义者• Avid consumers, driven by personal interests & comfort• Green reducible to an aesthetic• Unequal power equation between the genders• A clear image of what constitutes a ‘good life’• 迫切追求个人利益与案例• 绿色只是一种审美• 性别不平等 Gao Xudong, 28 yrs, with his family• 关于“幸福生活”的清楚构想 “China must ensure everyone has enough to eat first, before we can be too concerned about sustainability.” 在高度关注可持续性之前,中国首先要保证每个人都能吃饱。
  28. 28. Misguided materialists误入歧途的物质主义者 Su Liang & Fei Jia, Wuxi• The more, the better – An irrational, but deep fear that wealth gained might be lost• Most engagement with sustainability is symbolic – Groping for answers• 愈多愈好 – 对于财富损失的非理性深层恐惧• 多数可持续行为只是象征性的 – 探求答案
  29. 29. -Address deep insecurities that lead tohoarding.-Provide incentives for de-cluttering andsharing.-Tackle the misperception that green isjust about aesthetics.-指出他们储存行为背后的深层不安全感-鼓励他们进行整理和分享-消除他们的误解:“绿色只是一种审美”
  30. 30. Green is not only a reputationopportunity for corporations,rather it is a marketingopportunity in itself.环保对于企业不仅是美其名的机遇,还是市场营销的契机!
  31. 31. Future Pathways for Behavior Change Mainstream, not model Products, not policy Choice, not constraint Everyday, not just Earth Day Dialogue, not decree Conscious, not conspicuous Personal, not planet Collaborate, not confront Incentive, not invective Pluralize, not polarize
  32. 32. Mainstream, not model大众,而非典范There are plenty of mainstream green behaviorsthat warrant active encouragement:Cycling, sleeping on straw mats in summer,carrying one’s own water flasks, etc.Rewarding these behaviors would encouragethose who think sustainability is only for thewealthy or altruistic.大量的大众环保行为应该得到积极的鼓励。循环利用,夏季睡凉席,带自己的水壶装水等等对这些行为给予奖励,可以鼓励那些认为可持续性只专属于富有者或舍己者的人
  33. 33. Products, not just policy产品,而非政策Is there anything in your existing products and services that canbe highlighted as being sustainable?Do manufacturing and / or transportation innovations result inless impact on the environment?If they do, let the consumer know.And then start innovating.在你已有的产品和服务中,有哪些可以被强调具有可持续性?生产和(或)运输上的创新能给环境带来更少影响吗?如果你的答案是肯定的,就让消费者知道这一切。然后开始创新。
  34. 34. Everyday, not just Earth Day每一日,而不仅是地球日This is important to overcome thechallenge of tokenism.We need innovation, not abstinence.应对表面作秀的质疑,这很重要。我们需要创新,而不是禁用。
  35. 35. Incentive, not invective激励,而非斥责Create incentives for both individual andcommunity adoption.Solar heaters with toilets!Additional marks for spreading the wordin your family!激励个人和社区推广装有太阳能热水器的厕所!在家庭进行推广的额外奖励!
  36. 36. Dialogue, not decree对话,而非命令When the engagement is based on compliance, all we do is follow the rules and forgetabout it. But we talk about brands all the time.Closing the sustainability gap calls for conversations.当参与的基础是遵从时,我们所做的全部就是遵守规则然后忘记它。缩小可持续性鸿沟需要交流。 The chopstick forest got Beijing talking. No law banning disposable chopsticks was required. 筷子森林引发了城市的 议论。禁止一次性筷子 并不需要诉诸法律。
  37. 37. Acting on these insights根据启示行动• Dig deeper into the families’ homes to uncover insights for Ikea• Use these insights to generate hypotheses for you – Test those hypotheses with your customers• Accompany some of your shoppers on their journey – Understand how your sustainability initiatives are getting through• 深入了解消费者的家以得到启示(Ikea宜家)• 利用这些启示建立假设 – 在你的消费者中检验这些假设• 陪伴消费者购物 – 了解你的可持续性理念如何体现
  38. 38. Thank you.