Get Going With Green (English)

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Get Going With Green (English)

  1. 1. Get Going with GreenClosing the Sustainability Gap
  2. 2. Get Going with GreenClosing the Sustainability Gap Kunal Sinha Michael Griffiths
  3. 3. There is a yawning gap between people’s claimed and actual sustainable behavior. At OgilvyEarth, we call it the Sustainability Gap.
  4. 4. We
  5. 5.  

are
  6. 6.  

drowning
  7. 7.  

in
  8. 8.  

rhetoric.
  9. 9.  

Our
  10. 10.  

words
  11. 11.  

and
  12. 12.  

debate
  13. 13.  

have
  14. 14.  

overshadowed
  15. 15.  

our
  16. 16.  

 Get
  17. 17.  

Going
  18. 18.  

with
  19. 19.  

GreenYet,
  20. 20.  

sustainable
  21. 21.  

behavior
  22. 22.  

holds
  23. 23.  

hope
  24. 24.  

for
  25. 25.  

us
  26. 26.  

as
  27. 27.  

human
  28. 28.  


  29. 29. CONTENTSWhat
  30. 30.  

is
  31. 31.  

the
  32. 32.  

Sustainability
  33. 33.  

Gap?
  34. 34.  

Why
  35. 35.  

focus
  36. 36.  

on
  37. 37.  

individuals
  38. 38.  

&
  39. 39.  

families?
  40. 40.  

How
  41. 41.  

do
  42. 42.  

people
  43. 43.  

learn
  44. 44.  

about
  45. 45.  

sustainability?
  46. 46.  

Which
  47. 47.  

consumer
  48. 48.  

segments
  49. 49.  

are
  50. 50.  

most
  51. 51.  

likely
  52. 52.  

to
  53. 53.  

embrace
  54. 54.  

sustainability?
  55. 55.  

China’s
  56. 56.  

Greenest
  57. 57.  

Brands
  58. 58.  

Future
  59. 59.  

pathways
  60. 60.  

for
  61. 61.  

individual
  62. 62.  

&
  63. 63.  

corporate
  64. 64.  

behavior
  65. 65.  

changeRecommended
  66. 66.  

reading
  67. 67.  

A
  68. 68.  

word
  69. 69.  

about
  70. 70.  

research
  71. 71.  

design
  72. 72.  

&
  73. 73.  

sampling
  74. 74. WHAT IS THE SUSTAINABILITY GAP? W 1
  75. 75.  

 1
  76. 76. As
  77. 77.  

much
  78. 78.  

as
  79. 79.  

the
  80. 80.  

Sustainability
  81. 81.  

Gap
  82. 82.  

must
  83. 83.  

be
  84. 84.  

exposed,
  85. 85.  

under-­‐ stood
  86. 86.  

and
  87. 87.  

closed,
  88. 88.  

it
  89. 89.  

comes
  90. 90.  

with
  91. 91.  

an
  92. 92.  

opportunity.
  93. 93.  

When
  94. 94.  

people
  95. 95.  

 claim
  96. 96.  

they
  97. 97.  

are
  98. 98.  

being
  99. 99.  

green,
  100. 100.  

it
  101. 101.  

is
  102. 102.  

because
  103. 103.  

they
  104. 104.  

already
  105. 105.  

have
  106. 106.  

the
  107. 107.  

 knowledge
  108. 108.  

that
  109. 109.  

they
  110. 110.  

need
  111. 111.  

to
  112. 112.  

change
  113. 113.  

their
  114. 114.  

behaviors.
  115. 115.  

They
  116. 116.  

are
  117. 117.  

 concerned,
  118. 118.  

but
  119. 119.  

they
  120. 120.  

feel
  121. 121.  

powerless.
  122. 122.  

They
  123. 123.  

already
  124. 124.  

have
  125. 125.  

 -­‐longtangs
  126. 126. WHY CHINA MATTERS108
  127. 127.  

 Million tonnes of oil equivalent Tonnes of oil equivalent Per capita 9 2500 8 2000 7 6 1500 5 .
  128. 128.  


  129. 129.  


  130. 130.  

 4 1000 3 2 500 1 0 0 1999 2000 2009 Million tonnes of oil equivalent Tonnes of oil equivalent (Leftscale) Per capita (Rightscale) US US China China World3
  131. 131. what
  132. 132.  

China
  133. 133.  

does
  134. 134.  

in
  135. 135.  

the
  136. 136.  

future
  137. 137.  

will
  138. 138.  

have
  139. 139.  

a
  140. 140.  

profound
  141. 141.  

impact
  142. 142.  

on
  143. 143.  

not
  144. 144.  

only
  145. 145.  

the
  146. 146.  

local
  147. 147.  

environment
  148. 148.  

–
  149. 149.  

as
  150. 150.  

in
  151. 151.  

Wuxi’s,
  152. 152.  

but
  153. 153.  

the
  154. 154.  

global
  155. 155.  

environment.
  156. 156.  


  157. 157.  


  158. 158.  

 .
  159. 159.  


  160. 160.  

 -­‐ .
  161. 161.  


  162. 162.  

4
  163. 163.  

5
  164. 164.  

6
  165. 165.  


  166. 166.  


  167. 167. .
  168. 168.  


  169. 169.  


  170. 170. Projected increase by 2020 .
  171. 171.  


  172. 172.  

 Water needs 40% Wastewater 230-290% Particulate emissions 40% Sulfur dioxide emissions 150%To
  173. 173.  

provide
  174. 174.  

everyone
  175. 175.  

in
  176. 176.  

China
  177. 177.  

with
  178. 178.  

a
  179. 179.  

lifestyle
  180. 180.  

equivalent
  181. 181.  

to
  182. 182.  

 When
  183. 183.  

a
  184. 184.  

strong
  185. 185.  

government
  186. 186.  

takes
  187. 187.  

on
  188. 188.  

so
  189. 189.  

much
  190. 190.  

of
  191. 191.  

the
  192. 192.  

those
  193. 193.  

living
  194. 194.  

in
  195. 195.  

Shanghai,
  196. 196.  

factories
  197. 197.  

will
  198. 198.  

need
  199. 199.  

to
  200. 200.  

manufacture
  201. 201.  

 To provide everyone in China with a lifestyle -­‐ equivalent to those living in Shanghai, factories -­‐ will need to manufacture 159 million refrigerators, 213 million TVs, 233 million computers, 166 million microwave ovens, 260 million air conditioners & 187 million cars. Jonathan Watts, ‘When a Billion Chinese Jump.’8
  202. 202. WHY FOCUS ONINDIVIDUALS & FAMILIESH
  203. 203. -­‐ Power Obligation Action % China US China US China US Government 68.5 19.7 56.7 34.9 42.7 11.8 Corporations 10.6 24.5 25.8 27.8 15.8 16.8 Individuals 23.5 55.8` 17.5 37.3 41.3 71.4 China.
  204. 204.  

The
  205. 205.  

cynicism
  206. 206.  

which
  207. 207.  

characterizes
  208. 208.  

public
  209. 209.  

sustainability
  210. 210.  

 discourse
  211. 211.  

in
  212. 212.  

other
  213. 213.  

parts
  214. 214.  

of
  215. 215.  

the
  216. 216.  

world
  217. 217.  

does
  218. 218.  

not
  219. 219.  

have
  220. 220.  

a
  221. 221.  

hold
  222. 222.  

in
  223. 223.  

 China.
  224. 224.  


  225. 225.  

 Operational sustainability, cost-cutting and the compulsions of compliance -­‐ -­‐ -­‐that
  226. 226.  

informants
  227. 227.  

feel
  228. 228.  

governments
  229. 229.  

are
  230. 230.  

failing
  231. 231.  

to
  232. 232.  

deliver
  233. 233.  

in
  234. 234.  

their
  235. 235.  

responsibility
  236. 236.  

for
  237. 237.  

themselves.
  238. 238.  


  239. 239.  


  240. 240. Supplier orImpact Areas Weight Product Score 10 Vendor ScoreEnergy and 9 Above Average Climate 40% (top 25%) 8 Material 7 Efficiency 20% Walmart 6 Average Assessment Natural 5 (mid 50%) .
  241. 241.  


  242. 242.  

 Resources 20% 4 Consumer-facingPeople and 3 Below Average Score or Mark 20% 2Community (lower 25%) 1 and
  243. 243.  

saving
  244. 244.  

cost.
  245. 245.  


  246. 246.  


  247. 247.  

 Abide by national & local law or standards on 77% environmental protection Reduce energy consumption 65% Reduce pollutant discharges 62% .
  248. 248.  


  249. 249.  

 -­‐
  250. 250.  

in
  251. 251.  


  252. 252.  

 11
  253. 253.  


  254. 254. The Price of Going Green 400 3200 Regular bicycle vs Bamboo frame 27 138 3 kg of fresh vegetables 18-26 58 8 pack roll of toilet paper 300 750 Double occupancy per weekend night
  255. 255. 53% of the respondentsin our quantitativestudy said that greenoptions in themarketplace weretoo expensive.
  256. 256. idea
  257. 257.  

of
  258. 258.  

paying
  259. 259.  

a
  260. 260.  

premium
  261. 261.  

for
  262. 262.  

green
  263. 263.  

products. .
  264. 264.  


  265. 265.  


  266. 266. If they had more money If they had more time29% would buy energy 37% would ride asaving appliances bike to work42% would use 27% would useeco-friendly detergents cloth nappies45% would drive a 42% would save electricityhybrid / electric car 38% would hang their clothes to dry
  267. 267. Overcoming the Sense of Entitlementconvenience
  268. 268.  

drove
  269. 269.  

many
  270. 270.  

of
  271. 271.  

their
  272. 272.  

purchase
  273. 273.  

decisions.
  274. 274.  

13
  275. 275. -­‐ -­‐ .
  276. 276.  

 .
  277. 277.  


  278. 278.  

1415
  279. 279. HOW DO PEOPLE LEARNABOUT SUSTAINABILITY? Low carbon Conservation Being natural Health Balance
  280. 280. TWords most associated School based learningwith living a green orsustainable lifestyle Low-carbon 18.1%Conservation 16.3% Natural 15.5% Health 14.0% Balance 7.2% .
  281. 281.  


  282. 282.  

In
  283. 283.  

16
  284. 284.  


  285. 285. -­‐ Chinese
  286. 286.  

consumers
  287. 287.  

are
  288. 288.  

confronted
  289. 289.  

by
  290. 290.  

an
  291. 291.  

 they
  292. 292.  

feel
  293. 293.  

they
  294. 294.  

cannot
  295. 295.  

trust .
  296. 296.  

Certification
  297. 297.  


  298. 298.  


  299. 299.  

Traditional values
  300. 300. to
  301. 301.  

the
  302. 302.  

grid.
  303. 303.  


  304. 304.  


  305. 305. Green Heroes -­‐ -­‐ bridged.
  306. 306. WHICH CONSUMER SEGMENTSARE MOST LIKELY TO EMBRACE –
  307. 307.  

if
  308. 308.  

the
  309. 309.  

SUSTAINABILITY? less
  310. 310.  

about
  311. 311.  

idealism,
  312. 312.  

easier
  313. 313.  

and
  314. 314.  

more
  315. 315.  

common,
  316. 316.  

this
  317. 317.  

vast
  318. 318.  

 majority
  319. 319.  

would
  320. 320.  

make
  321. 321.  

the
  322. 322.  

switch.
  323. 323.  


  324. 324.  

L 2% 30.5% 19.3% 48.2%
  325. 325. Flexible Progressives Ambitious FuturistsActive Individualists Ghetto RebelsMisguided Materialists Passive SkepticsPrestige Protectors
  326. 326. Flexible Progressivesthe
  327. 327.  

most
  328. 328.  

evolved
  329. 329.  

and
  330. 330.  

progressive share
  331. 331.  

power
  332. 332.  

equally
  333. 333.  

in
  334. 334.  

the
  335. 335.  

home
  336. 336. “One,
  337. 337.  

the
  338. 338.  

government
  339. 339.  

should
  340. 340.  

guide
  341. 341.  

and
  342. 342.  

educate
  343. 343.  

people
  344. 344.  

on
  345. 345.  

 Though
  346. 346.  

brands
  347. 347.  

should
  348. 348.  

empower
  349. 349.  

such
  350. 350.  

 sustainability
  351. 351.  

heroesgreat
  352. 352.  

if
  353. 353.  

people
  354. 354.  

in
  355. 355.  

the
  356. 356.  

same
  357. 357.  

compound
  358. 358.  

can
  359. 359.  

share
  360. 360.  

a
  361. 361.  

solar
  362. 362.  

heater
  363. 363.  


  364. 364. consumers
  365. 365.  

need
  366. 366.  

to
  367. 367.  

know
  368. 368.  

that
  369. 369.  

such
  370. 370.  

heroes
  371. 371.  

are
  372. 372.  

ordinary
  373. 373.  

people
  374. 374.  

too,
  375. 375.  

and
  376. 376.  

 -­‐ shared
  377. 377.  

an
  378. 378.  

equal
  379. 379.  

responsibility
  380. 380.  

for
  381. 381.  

respondingto
  382. 382.  

one
  383. 383.  

another
  384. 384.  

throughout.
  385. 385.  


  386. 386.  

The
  387. 387.  

arrival
  388. 388.  

of
  389. 389.  

the
  390. 390.  

baby
  391. 391.  

has
  392. 392.  

provoked
  393. 393.  

heightened
  394. 394.  

consciousness
  395. 395.  

of
  396. 396.  

sustainability
  397. 397.  

issues
  398. 398. to
  399. 399.  

make
  400. 400.  

their
  401. 401.  

environment
  402. 402.  

green
  403. 403.  

and
  404. 404.  

sustainable,
  405. 405.  

then
  406. 406.  

the
  407. 407.  

government
  408. 408.  

should
  409. 409.  

do
  410. 410.  

more
  411. 411.  

to
  412. 412.  

educate
  413. 413.  

people
  414. 414.  

about
  415. 415.  

the
  416. 416.  


  417. 417. The
  418. 418.  

grandmother
  419. 419.  

intervenes
  420. 420.  

to
  421. 421.  

demonstrate
  422. 422.  

her
  423. 423.  

knowledge
  424. 424.  

 the
  425. 425.  

government
  426. 426.  

is
  427. 427.  

failing
  428. 428.  

to
  429. 429.  

educate
  430. 430.  

people
  431. 431.  

 a
  432. 432.  

large
  433. 433.  

scale
  434. 434. For Flexible Progressives the motivations for sustainability are: crucial moments in life such as child birth
  435. 435. Ambitious FuturistsZou
  436. 436.  

Mingjun -­‐ but
  437. 437.  

needs
  438. 438.  

approval
  439. 439.  

from
  440. 440.  

his
  441. 441.  

peers
  442. 442.  

too.
  443. 443.  


  444. 444.  


  445. 445. enterprising
  446. 446.  

 -­‐ He
  447. 447.  

feels
  448. 448.  

powerless
  449. 449. -­‐
  450. 450. problem
  451. 451.  

solving driven
  452. 452.  

by
  453. 453.  

quality
  454. 454.  

and
  455. 455.  

convenience sense
  456. 456.  

of
  457. 457.  

achievementfuture-­‐oriented.
  458. 458.  


  459. 459. acute
  460. 460.  

lack
  461. 461.  

of
  462. 462.  

private
  463. 463.  

space would
  464. 464.  

like
  465. 465.  

to
  466. 466.  

be
  467. 467.  

an
  468. 468.  

architect
  469. 469.  

or
  470. 470.  

fashion
  471. 471.  

designeris
  472. 472.  

has
  473. 473.  

an
  474. 474.  


  475. 475. handiwork
  476. 476.  

hobbiesand
  477. 477.  

 not
  478. 478.  

given
  479. 479.  

as
  480. 480.  

much
  481. 481.  

thought
  482. 482.  

to
  483. 483.  

environmental
  484. 484.  

sustainability
  485. 485.  

as
  486. 486.  

she
  487. 487.  

suggests
  488. 488. The motivations for sustainability for Ambitious Futurists are: sustainable
  489. 489.  

development”
  490. 490.  

is
  491. 491.  

about
  492. 492.  

sustaining
  493. 493.  

life
  494. 494.  

per
  495. 495.  

se
  496. 496. Active Individualists stand
  497. 497.  

behind
  498. 498.  

her
  499. 499.  

ideals
  500. 500.  

in
  501. 501.  

a
  502. 502.  

discussion.
  503. 503.  


  504. 504. economy
  505. 505.  

remains
  506. 506.  

primary -­‐ not
  507. 507.  

afraid
  508. 508.  

to
  509. 509.  

lead
  510. 510.  

others
  511. 511.  

to
  512. 512.  

“correct”
  513. 513.  

their
  514. 514.  

behavior no
  515. 515.  

inconsistency
  516. 516.  

between
  517. 517.  

her
  518. 518.  

ideals
  519. 519.  

and
  520. 520.  

the
  521. 521.  

role
  522. 522.  

of
  523. 523.  

the
  524. 524.  

government
  525. 525.  

in
  526. 526.  


  527. 527. organize
  528. 528.  

sustainability
  529. 529.  

 The motivations for sustainability for Active Individualists are: We must ensure that their fragile ideals are sustained in practical action and guard against idealistic fervor superseding effectiveness.
  530. 530. Ghetto RebelsYuan Responsibility
  531. 531.  

for
  532. 532.  

environmental
  533. 533.  

problems
  534. 534.  

lies
  535. 535.  

with
  536. 536.  

rich
  537. 537.  

people.
  538. 538.  


  539. 539. He
  540. 540.  

would
  541. 541.  

like
  542. 542.  

to
  543. 543.  

see
  544. 544.  

strict
  545. 545.  


  546. 546.  

 The
  547. 547.  

opportunity
  548. 548.  

for
  549. 549.  


  550. 550.  

 brands
  551. 551.  

here
  552. 552.  

is
  553. 553.  

to
  554. 554.  

counter
  555. 555.  

fatalism
  556. 556.  

by
  557. 557.  

providing
  558. 558.  

responsibility.
  559. 559.  

agency
  560. 560.  

to
  561. 561.  

do
  562. 562.  

anything
  563. 563.  

about
  564. 564.  

it be
  565. 565.  

encouraged
  566. 566.  

to
  567. 567.  

see
  568. 568.  

that
  569. 569.  

the
  570. 570.  

problem
  571. 571.  

doesn’t
  572. 572.  

end
  573. 573.  

with
  574. 574.  

 the
  575. 575.  

remit
  576. 576.  

of
  577. 577.  

the
  578. 578.  

rich.
  579. 579.  


  580. 580.  


  581. 581. Sun
  582. 582.  

Yi brotherhood
  583. 583.  

in
  584. 584.  

 talented
  585. 585. Ghetto Rebels could engage with sustainability if we: disaffected yet talented youth in the community them to do things together for rich peoplehands.
  586. 586.  


  587. 587. Misguided Materialists “Green”
  588. 588.  


  589. 589. in
  590. 590.  

personal
  591. 591.  

agency
  592. 592.  

 but
  593. 593.  

they
  594. 594.  

are
  595. 595.  


  596. 596. groping
  597. 597.  

for
  598. 598.  

answers
  599. 599.  

reallythrough.
  600. 600.  


  601. 601.  


  602. 602. brands
  603. 603.  

must
  604. 604.  

counter
  605. 605.  

the
  606. 606.  

even
  607. 607.  

those
  608. 608.  

people
  609. 609.  

working
  610. 610.  

in
  611. 611.  

about
  612. 612.  

the
  613. 613.  

concept
  614. 614.  

of
  615. 615.  

sustainability
  616. 616. there
  617. 617.  

are
  618. 618.  

toys
  619. 619.  

absolutely
  620. 620.  

everywhere display
  621. 621.  

dynamic .
  622. 622.  


  623. 623.  

 hoarding
  624. 624.  

is
  625. 625.  

a
  626. 626.  

problem -­‐
  627. 627. needs
  628. 628.  

heroes is
  629. 629.  

not
  630. 630.  

a
  631. 631.  

hero
  632. 632.  

 himself danzi
  633. 633.  

xiaopower
  634. 634.  

of
  635. 635.  

virility hero-­‐worshipper highly
  636. 636.  

 luohou driven
  637. 637.  

by
  638. 638.  

Su’s
  639. 639.  

 mother
  640. 640. changed.
  641. 641.  


  642. 642.  


  643. 643.  

What will motivate Misguided Materialists to embracesustainable behavior? unused products away. on social consciousness. underlie hoarding “green” is a just an aesthetic.
  644. 644. Passive Skeptics She
  645. 645.  

has
  646. 646.  

no
  647. 647.  

idea
  648. 648.  

about
  649. 649.  

sustainability doesn’t
  650. 650.  

seem
  651. 651.  

very
  652. 652.  

bothered
  653. 653.  

about
  654. 654.  

this But
  655. 655.  

nothing
  656. 656.  

about
  657. 657.  

this
  658. 658.  

inspired
  659. 659.  

her
  660. 660. transfer
  661. 661.  

responsibility
  662. 662.  

 target
  663. 663.  

the
  664. 664.  

group and
  665. 665.  

changed.
  666. 666.  


  667. 667.  

distrusts
  668. 668.  

the
  669. 669.  

law
  670. 670.  

and
  671. 671.  

its
  672. 672.  

enforcement and
  673. 673.  

reduce
  674. 674.  

them
  675. 675.  

to
  676. 676.  

a
  677. 677.  

mindless
  678. 678.  

ask Wang
  679. 679.  

Di
  680. 680. sheer
  681. 681.  

frugality
  682. 682.  

means
  683. 683.  

that
  684. 684.  

they
  685. 685.  

are
  686. 686.  

sustainable
  687. 687.  

in
  688. 688.  

some
  689. 689.  

respects obsessed
  690. 690.  

with
  691. 691.  

preserving
  692. 692.  

what
  693. 693.  


  694. 694. accepts
  695. 695.  

what
  696. 696.  

she
  697. 697.  

has.
  698. 698.  


  699. 699.  


  700. 700.  


  701. 701.  

 her
  702. 702.  

responses angered
  703. 703.  

by
  704. 704.  

students
  705. 705.  

who
  706. 706.  

spend
  707. 707.  

their
  708. 708.  

 parent’s
  709. 709.  

money
  710. 710.  

recklessly
  711. 711.  

and
  712. 712.  

therefore
  713. 713.  

don’t
  714. 714.  

understand
  715. 715.  

the
  716. 716.  

 value
  717. 717.  

of
  718. 718.  

ithouse.
  719. 719.  


  720. 720.  

 Gu
  721. 721.  

Yifan his
  722. 722.  


  723. 723. by
  724. 724.  

his
  725. 725.  

parentsfor
  726. 726.  

anythingin
  727. 727.  

China!
  728. 728.  


  729. 729. do
  730. 730.  

not
  731. 731.  

seek
  732. 732.  

(perhaps
  733. 733.  

also,
  734. 734.  

though
  735. 735.  

not
  736. 736.  

necessarily
  737. 737.  

exclusively,
  738. 738.  

with
  739. 739.  

an
  740. 740.  

 It is possible to engage the Passive Skeptics with sustainability by: pressure, and group dynamics.
  741. 741. Prestige Protectorsthem
  742. 742.  

by
  743. 743.  

their
  744. 744.  

parents
  745. 745. luxury “THE
  746. 746.  

MORE
  747. 747.  

THE
  748. 748.  

BETTER”
  749. 749.  


  750. 750.  


  751. 751. everything
  752. 752.  

is
  753. 753.  

given
  754. 754.  

to
  755. 755.  

themhanded
  756. 756.  

to
  757. 757.  

her
  758. 758.  

too.
  759. 759.  


  760. 760. privilege
  761. 761.  

means
  762. 762.  

that
  763. 763.  

Chen
  764. 764.  

fails
  765. 765.  

to
  766. 766.  

appreciate
  767. 767.  

the
  768. 768.  

value
  769. 769.  

of
  770. 770.  

things felt
  771. 771.  

“forced
  772. 772.  

to
  773. 773.  

adapt
  774. 774.  

to
  775. 775.  

energy-­‐saving
  776. 776.  

by
  777. 777.  

 rules
  778. 778.  

and
  779. 779.  

orders Though
  780. 780.  

he
  781. 781.  

can
  782. 782.  

recall
  783. 783.  

examples
  784. 784.  

 Chen
  785. 785.  

also
  786. 786.  

credits
  787. 787.  

then
  788. 788.  

cleaned
  789. 789.  

up
  790. 790.  

their
  791. 791.  

act,
  792. 792.  

neither
  793. 793.  

he
  794. 794.  

nor
  795. 795.  

his
  796. 796.  

wife
  797. 797.  

seem
  798. 798.  

 sustainable
  799. 799.  

agenda.
  800. 800.  

“ They
  801. 801.  

are
  802. 802.  

not
  803. 803.  

associated
  804. 804.  

with
  805. 805.  

economic
  806. 806.  

 gain
  807. 807.  

which
  808. 808.  

makes
  809. 809.  

them
  810. 810.  

more
  811. 811.  

reliable
  812. 812.  

and
  813. 813.  

credible.”
  814. 814.  

 his
  815. 815.  

life
  816. 816.  

does
  817. 817.  

not
  818. 818.  

presently
  819. 819.  

accord
  820. 820.  

with
  821. 821.  

“the
  822. 822.  

green
  823. 823.  

life” Thus,
  824. 824.  

sustainability
  825. 825.  

is
  826. 826.  

confused
  827. 827.  

with
  828. 828.  

China’s
  829. 829.  

desire
  830. 830.  

to
  831. 831.  

be
  832. 832.  

held
  833. 833.  

as
  834. 834.  

a
  835. 835.  

model
  836. 836.  

of
  837. 837.  

form
  838. 838.  

and
  839. 839.  

order
  840. 840.  

for
  841. 841.  


  842. 842.  

an
  843. 843.  

underdeveloped
  844. 844.  

world.
  845. 845.  


  846. 846.  


  847. 847. -­‐
  848. 848. polished
  849. 849.  

knowledge
  850. 850.  

of
  851. 851.  

sustainability,
  852. 852.  

but in
  853. 853.  

the
  854. 854.  

abstract
  855. 855.  

without
  856. 856.  

applying
  857. 857.  

this
  858. 858.  

to
  859. 859.  

her
  860. 860.  

personal
  861. 861.  

or
  862. 862.  

family
  863. 863.  


  864. 864. The
  865. 865.  

challenge
  866. 866.  

for
  867. 867.  

the
  868. 868.  

sustainability
  869. 869.  

agendatake
  870. 870.  

priority
  871. 871.  

over
  872. 872.  

the
  873. 873.  

task
  874. 874.  

itself.
  875. 875.  

 those
  876. 876.  

closest
  877. 877.  

to
  878. 878.  

the
  879. 879.  

State
  880. 880.  

are
  881. 881.  

most
  882. 882.  

distant
  883. 883.  

from
  884. 884.  

sustainability.
  885. 885.  

 How could we possibly engage the Prestige Protectors? government, not just in policy but in practice. way to build an identity and future. as a means of enhancing their prestige.
  886. 886. CHINA’S GREENEST BRANDSA Hard to be Green Easy to be Green 79 Food 48 Financial -63 Automobile 37 Construction 36 Technology -75 Home Applicances 37 Apparel 50 Energy & Utility -57 Airline 53 Hotels -68 Beauty -81 Logistics 59 Supermarkets 56 Sportswear -100 -50 0 50 100 associated
  887. 887.  

with
  888. 888.  

their
  889. 889.  

use,
  890. 890.  

are
  891. 891.  

usually
  892. 892.  

thought
  893. 893.  

of
  894. 894.  

as
  895. 895.  

not
  896. 896.  

being
  897. 897.  

 green those
  898. 898.  

sectors
  899. 899.  

which
  900. 900.  

are
  901. 901.  

associ-­‐ated
  902. 902.  

with
  903. 903.  

energy,
  904. 904.  

fuel
  905. 905.  

or
  906. 906.  

natural
  907. 907.  

resource
  908. 908.  

use,
  909. 909.  

or
  910. 910.  

emissions
  911. 911.  


  912. 912.  

 when
  913. 913.  

sustainable
  914. 914.  

behavior
  915. 915.  

is
  916. 916.  

likely
  917. 917.  

to
  918. 918.  

result
  919. 919.  

in
  920. 920.  

the
  921. 921.  

company
  922. 922.  

or
  923. 923.  

brand
  924. 924.  

which
  925. 925.  

shows
  926. 926.  

them
  927. 927.  

how
  928. 928.  

to
  929. 929.  

do
  930. 930.  

it.
  931. 931.  


  932. 932.  


  933. 933.  


  934. 934. Rank Company/Brand Green Rank Company/Brand Green Rank Company/Brand Green Score Score Score 1 Boeye(Chinese Kindle) 60.24 15 ICBC 47.51 29 State Grid 41.37 2 Joyo Amazon 58.23 16 BYD 47.16 30 China Mobile 40.48 3 Baidu 58.16 17 Ping’an 47.13 31 Jeanswest 40.31 4 Taobao 57.83 18 Siemens 46.98 32 China Unicom 40.14 5 Mengniu 56.99 19 Midea 46.98 33 Su Ning 39.76 6 Haier 55.52 20 China Life 45.59 34 Nike 39.43 7 Yili 55.15 21 Fed Ex 45.45 35 UPS 39.13 8 Arawana 50.74 22 Gree 45.20 36 Nokia 39.12 9 Xinhua 50.60 23 Li Ning 45.16 37 Adidas 37.63 10 Agricultural Bank 50.19 24 Walmart 42.97 38 Canon 37.41 11 Apple 50.00 25 Lenovo 42.86 39 Sinoenergy 36.61 12 China Merchants Bank 49.04 26 Dell 42.86 40 Changhong 36.30 13 Bank Of China 48.66 27 China Postal 41.50 41 Hualian 35.74 14 Tsingtao 48.16 28 Da Bao 41.47 42 Gome 34.94 Tachnology Home Appliances Retail Logistics Foods Sportswear/Apparel Media Slincare & Cosmetics Financial Services Energy & Utiliyt THE TOP 42 GREEN BRANDS IN CHINA
  935. 935. brands
  936. 936.  

within
  937. 937.  

the
  938. 938.  

sector
  939. 939.  

that
  940. 940.  

have
  941. 941.  

innovated
  942. 942.  

with
  943. 943.  

greener
  944. 944.  


  945. 945. .
  946. 946.  


  947. 947.  

 opportunity
  948. 948.  

in
  949. 949.  

itself!
  950. 950.  


  951. 951.  


  952. 952.  

FUTURE PATHWAYS FOR INDIVIDUAL& CORPORATE BEHAVIOR CHANGES
  953. 953. 1. Mainstream, not model can
  954. 954.  

be
  955. 955.  

deemed
  956. 956.  

sustainable,
  957. 957.  

and
  958. 958.  

these
  959. 959.  

are
  960. 960.  

what
  961. 961.  

brands
  962. 962.  

could
  963. 963.  


  964. 964.  

Our
  965. 965.  

research
  966. 966.  

shows
  967. 967.  

that
  968. 968.  

there
  969. 969.  

are
  970. 970.  

plenty
  971. 971.  

of
  972. 972.  

such
  973. 973.  

mainstream
  974. 974.  


  975. 975. o2. Products, not just policy
  976. 976. 3. Everyday, not just Earth Day
  977. 977. of
  978. 978.  

decisions
  979. 979.  

made
  980. 980.  

by
  981. 981.  

many
  982. 982.  

individuals
  983. 983.  

on
  984. 984.  

a
  985. 985.  

personal
  986. 986.  

level.
  987. 987.  

commitment
  988. 988.  

over
  989. 989.  

tokenism
  990. 990.  

are
  991. 991.  

what
  992. 992.  

will
  993. 993.  

help
  994. 994.  

close
  995. 995.  

the
  996. 996.  

sustainability
  997. 997.  

gap.
  998. 998.  


  999. 999.  


  1000. 1000.  

4. Personal, not planet
  1001. 1001. by
  1002. 1002.  

giving
  1003. 1003.  

 would
  1004. 1004.  

be
  1005. 1005.  

able
  1006. 1006.  

to
  1007. 1007.  

nudge
  1008. 1008.  

them
  1009. 1009.  

closer
  1010. 1010.  

to
  1011. 1011.  

the
  1012. 1012.  

 desired
  1013. 1013.  

behavior.18
  1014. 1014. 5. Incentive, not Invective
  1015. 1015. 6. Choice, not constraint .
  1016. 1016.  


  1017. 1017.  

.
  1018. 1018.  


  1019. 1019. 7. Dialogue, not decree Closing
  1020. 1020.  

the
  1021. 1021.  

sustainability
  1022. 1022.  

gap
  1023. 1023.  

calls
  1024. 1024.  

for
  1025. 1025.  

 .
  1026. 1026.  

.
  1027. 1027.  


  1028. 1028.  


  1029. 1029. 8. Conscious, not conspicuous
  1030. 1030.  

might
  1031. 1031.  

just
  1032. 1032.  

reverse
  1033. 1033.  

the
  1034. 1034.  

trend
  1035. 1035.  


  1036. 1036. .
  1037. 1037.  

 The
  1038. 1038.  

Green
  1039. 1039.  

Long
  1040. 1040.  

March -­‐9. Collaborate, not confront
  1041. 1041. why
  1042. 1042.  

the
  1043. 1043.  

sustainability
  1044. 1044.  

gap
  1045. 1045.  

exists
  1046. 1046.  

is
  1047. 1047.  

because,
  1048. 1048.  

just
  1049. 1049.  

as
  1050. 1050.  

people
  1051. 1051.  

are
  1052. 1052.  

about
  1053. 1053.  

to
  1054. 1054.  

embrace
  1055. 1055.  

green,
  1056. 1056.  

a
  1057. 1057.  

counter
  1058. 1058.  

argument
  1059. 1059.  

prevents
  1060. 1060.  

them
  1061. 1061.  


  1062. 1062.  


  1063. 1063.  


  1064. 1064. OgilvyEarth believes that China will be abetter place if brands and corporationsacted on the insights that Get Going withGreen has uncovered.
  1065. 1065. A WORD ON RESEARCH DESIGN ANDSAMPLINGWEthnography
  1066. 1066. -­‐
  1067. 1067. Quantitative Data CollectionAnalysis and Interpretation
  1068. 1068. Implementation Researcher comments
  1069. 1069.  


  1070. 1070. Recommended reading Acknowledgments
  1071. 1071.  


  1072. 1072.  

Development
  1073. 1073.  

and
  1074. 1074.  

the
  1075. 1075.  

Environment.
  1076. 1076.  

Business
  1077. 1077.  

Council
  1078. 1078.  

for
  1079. 1079.  


  1080. 1080.  


  1081. 1081.  


  1082. 1082. The key players in ‘Get Going with Green’: Research
  1083. 1083.  

partner
  1084. 1084.  

(China):
  1085. 1085.  

OgilvyEarth Enovatewww.ogilvyearth.com
  1086. 1086.  

 www.enovatechina.com
  1087. 1087.  

Ogilvy
  1088. 1088.  

Discovery For more information and advice on how to Get Going with Green, please contact: Kunal Sinha Chief Knowledge Officer Ogilvy & Mather China Team Leader - OgilvyEarth kunal.sinha@ogilvy.com +86 21 2405 1990www.ogilvy.com
  1089. 1089.  


  1090. 1090.  


  1091. 1091.  



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