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People Change
When Their
Colleagues Change:
Social Media
Motivating Action at
Work

Behavior Energy & Climate Change
Conference
December 2011
New Unilever Australia Campaign




2                                 CONFIDENTIAL
New Unilever Australia Campaign




3                                 CONFIDENTIAL
New Unilever Australia Campaign




4                                 CONFIDENTIAL
Why?

                                   • Only way to achieve the
                                     growth we envision over next
                                     10-30 years

                                   • We frankly can’t do it unless
                                     everyone is involved

                                   • Small actions, big difference
                                     theme



Emma Peacock, Corporate Affairs,
Australia & New Zealand
5                                                         CONFIDENTIAL
The Impact

 Savings:   Sustainability culture saves DuPont billions

 Environment:   Carbon, energy, waste, health, water goals

 Market   Performance: High sustainability firms outperform
    low sustainability firms in both stock market and
    accounting performance (HBS, 11/2011)

 Talent:  92% of Generation Y is more likely to work for an
    environmentally-friendly company. 63% of all women
    surveyed want their companies to become more
    sustainable.

6                                                    CONFIDENTIAL
Importance of adding visibility to efforts

 Social    norms in the workplace are powerful influencers

 Sustainability    norms often invisible

 Social   media can bring visibility to social norms and
    influence behavior…in the workplace
       READ Cialdini if you haven’t




7                                                     CONFIDENTIAL
Sustainability 2.0:

 Over  50 global companies are using social media to
    promote sustainability engagement

 76%    of sustainability professionals believe investment in
    sustainability-themed social media will help gain market
    share or increase the size of the overall market

 Companies     increased internal recognition of sustainability
    goals by 10-15% through use of social media and had
    increased compliance with strategies



                                             SB Insights Report, 2011
8                                                       SBCONFIDENTIAL
Sustainability themed social media looks like?


 Social    comparison tools
       Building Dashboard Network


 Social    collaboration tools
       Zimride

 Social    recognition platform
       Practically Green




9                                                CONFIDENTIAL
Building Dashboard Network/Oberlin




10                                   CONFIDENTIAL
Zimride/Harvard




11                CONFIDENTIAL
Practically Green/Seventh Generation




12                                     CONFIDENTIAL

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12 06 11 practically green presentation

  • 1. People Change When Their Colleagues Change: Social Media Motivating Action at Work Behavior Energy & Climate Change Conference December 2011
  • 2. New Unilever Australia Campaign 2 CONFIDENTIAL
  • 3. New Unilever Australia Campaign 3 CONFIDENTIAL
  • 4. New Unilever Australia Campaign 4 CONFIDENTIAL
  • 5. Why? • Only way to achieve the growth we envision over next 10-30 years • We frankly can’t do it unless everyone is involved • Small actions, big difference theme Emma Peacock, Corporate Affairs, Australia & New Zealand 5 CONFIDENTIAL
  • 6. The Impact  Savings: Sustainability culture saves DuPont billions  Environment: Carbon, energy, waste, health, water goals  Market Performance: High sustainability firms outperform low sustainability firms in both stock market and accounting performance (HBS, 11/2011)  Talent: 92% of Generation Y is more likely to work for an environmentally-friendly company. 63% of all women surveyed want their companies to become more sustainable. 6 CONFIDENTIAL
  • 7. Importance of adding visibility to efforts  Social norms in the workplace are powerful influencers  Sustainability norms often invisible  Social media can bring visibility to social norms and influence behavior…in the workplace  READ Cialdini if you haven’t 7 CONFIDENTIAL
  • 8. Sustainability 2.0:  Over 50 global companies are using social media to promote sustainability engagement  76% of sustainability professionals believe investment in sustainability-themed social media will help gain market share or increase the size of the overall market  Companies increased internal recognition of sustainability goals by 10-15% through use of social media and had increased compliance with strategies SB Insights Report, 2011 8 SBCONFIDENTIAL
  • 9. Sustainability themed social media looks like?  Social comparison tools  Building Dashboard Network  Social collaboration tools  Zimride  Social recognition platform  Practically Green 9 CONFIDENTIAL
  • 11. Zimride/Harvard 11 CONFIDENTIAL