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Sustainability as opportunity for innovation

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Presentation for students on sustainable strategy beyond CSR

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Sustainability as opportunity for innovation

  1. 1. Duurzameondernemers zijn denieuwe rockstars Artevelde Hogeschool Donderdag 24 Februari 2011 Stefaan Vandist
  2. 2. #1WIE IS STUDIO SPARK?
  3. 3. Bart Jansen Tom Duhoux Stefaan Vandist(eco-designer/ C2C-expert) (business developer) (brand and communication strategist)
  4. 4. #2DUURZAAMHEID IS VAAK CONTRA-INTUITIEF
  5. 5. CREEER EENNIEUW VERHAAL Oude metrostellen om koraalriffen mee te bouwen (Delaware Department of Natural Resources and Environmental Control)
  6. 6. CREEER EEN NIEUW VERHAAL BUSINESS REALITY facts faith HUMAN WORLDECOSPHERE fun
  7. 7. #3MVO EN VOORBIJ MVO
  8. 8. People Planet ProfitDit plaatje kennen we allemaal
  9. 9. Efficiency EffectivenessDoing the things right Doing the right thingDriven by Business PROPOSITIE Driven by Businessknow how know why KOSTEN INKOMSTEN THE BUSINESS REALITY ACTIVITEITEN RELATIES GRONDSTOFFEN SEGMENTEN PARTNERS KANALEN THE ECOSYTEM THE HUMAN WORLD MVO INNOVATIE
  10. 10. #4 DUURZAAMHEID IS EEN OPPORTUNITEIT VOORINNOVATIE EN CREATIEF ONDERNEMEN
  11. 11.   Gebrek aan inspirerende voorbeelden is eenbelangrijke rede waarom duurzaamheid vaak zo ver weg en zo saai lijkt.
  12. 12. VERBLIJFSERVARING Vakantiepark dat bestaat uit boomhutten van bekende en jonge designers (Treehotel, Zweden)
  13. 13. WEEKENDTOERISME Prefab Ecopods om een weekendje gezellig naar de sterren te kijken (Carre d’Etoiles, France)
  14. 14. TRANSITAftandse Jumbo Jet die nabij de luchthaven wordt omgebouwd tot hotel (Jumbo Hostel, Stockholm)
  15. 15. DUIKTOERISMEDuurzaamheid biedt de kans om een onvergetelijke verblijfservaring te realiseren(Seaventures Dive Resort, Indonesië, Borneo, Filipijnen)
  16. 16. WEEKENDHUISJESParadijselijk vakantiepark(voor Hobbits?) vlakbij
  17. 17. TRANSPORTKlimaatneutraal vliegen(Natureair.com, Costa Rica)
  18. 18. CREEER EEN NIEUW VERHAALfacts BUSINESS REALITY faith HUMAN WORLD ECOSPHERE fun
  19. 19.   Ondernemerschap is het nieuwe activisme
  20. 20. LOCALE SAMENWERKINGZeeschildpadden beschermen door er een toeristische trekpleister van te maken(Projecto Tamar, Praio do Forte, Brazilië)
  21. 21. Niet-duurzaamheid Mogelijkheden creëren (metvoorkomen (met restricties) creativiteit)
  22. 22. #4 OOK BESTAANDEBEDRIJVEN ZIJN ERMEE AAN DE SLAG
  23. 23. Planet me demonstrates all small steps and initiatives TNT takes towards its ultimate goal: planetme.tnt.com Code orange programm to improve CO2 efficiency of core operational activitiesChoose orange programm to engage employees to make happen the overarching challenge Count Carbon measuring and monitoring C02 “TNT wil het eerste klimaatneutrale transportbedrijf ter wereld worden”
  24. 24. Ecomagination organizes contests among visionaires, inventors and studentsVia augmented reality, GE involves US Citizens with the future advantages of the smart Grid Online, Ecomagination provides a rich media educational platform demonstrating the Smart Grid in terms of ecology, technology and economy Ecomagination is an image and Ecomagination opens its brand to CSR- vehicle for General Eelectric co-invest and promote new technologies with other big players General Electric betrekt Amerikaanse burgers bij het smartgrid project
  25. 25. Marks & Spencer voedt haarconsumenten op
  26. 26. #5BOUWSTENEN VAN EEN GOEIE GROENEMARKETINGSTRATEGIE
  27. 27. 7 BUILDING BLOCKS 1 UNIQUE EXPERIENCE WORTH SHARING 2 ENGAGED INCUBATION GROUP 3 CONNECTION TO A BIG IDEAL 4 POWERFUL BELIEF SYSTEM 5 MEASURABLE DIFFERENCE 6 CREDIBLE INTENTION 7 EASE AND ATTRACTIVENESS
  28. 28. 7 BUILDING BLOCKS (country cleanup) 1 UNIQUE EXPERIENCE WORTH SHARING 2 ENGAGED INCUBATION GROUP 3 CONNECTION TO A BIG IDEAL 4 POWERFUL BELIEF SYSTEM 5 MEASURABLE DIFFERENCE 6 CREDIBLE INTENTION 7 EASE AND ATTRACTIVENESS
  29. 29. 7 BUILDING BLOCKS (zipcar) 1 UNIQUE EXPERIENCE WORTH SHARING 2 ENGAGED INCUBATION GROUP 3 CONNECTION TO A BIG IDEAL 4 POWERFUL BELIEF SYSTEM 5 MEASURABLE DIFFERENCE 6 CREDIBLE INTENTION 7 EASE AND ATTRACTIVENESS
  30. 30. 7 BUILDING BLOCKS (talking tree) 1 UNIQUE EXPERIENCE WORTH SHARING 2 ENGAGED INCUBATION GROUP 3 CONNECTION TO A BIG IDEAL 4 POWERFUL BELIEF SYSTEM 5 MEASURABLE DIFFERENCE 6 CREDIBLE INTENTION 7 EASE AND ATTRACTIVENESS
  31. 31. #5GREENWASHING VOORKOMEN
  32. 32. What it is Green wash (grēnwŏsh, - wôsh)“verb: the act of misleading consumers regarding practices of acompany or the environmental benefits of a product or service.”
  33. 33. What it is Spending more on advertising green then actual investing in sustainable actionLike BP, ”Beyond Petroleum in 2008”: 45 million in renewable versus 5 billion on oil exploration in Alaska
  34. 34. Not making sustainability special, but making sustainability normal
  35. 35. CFC FREE | ORGANIC | FREE RANGE |CRUELTY FREE | BIO | DOLPHIN FRIENDLY | NON TOXIC | BIODEGRADABLE |RECYCLABLE | ECO | CARBON NEUTRAL |FSC | AGAINST ANIMAL TESTING | VEGAN | FAIRTRADE | LOCAL | OZONE FRIENDLY | CARBON OFFSET
  36. 36. Smallest of niches Very desirable market, set to grow 1/33 1/3
  37. 37. “Sustainable is a new sort of ‘good manners’” 
  38. 38. CULTURAL CREATIVES | LOHAS | NEW WORLD’S | BLUE GREENS | POSITIVE CHOSERS ...high-educated, involved, opinionated, active, merely urban, double income, early-adapting, ... And marketers are starving to get them
  39. 39. Isn’t this how you would think of advertising milk?We are educated to make things look nice
  40. 40. 1 HARM CORPORATE IMAGEWHY AVOID GREENWASHING ? 2 HARM SUSTAINABLE TRANSITION MOVEMENT 3 35/31% OF CONSUMERS DON’T BELIEVE ECO-CLAIMS 4 ATRACT ACTIVISM 5 BAD TRACK RECORD STICKS LONGER THEN GOOD RECORD 6 WE LIVE IN TIMES WHERE NOTHING CAN STAY UNCOVERED 7 ITS SIMPLY ANNOYING
  41. 41. You don’t want this kind of circuson your doorstep
  42. 42. CUT OUT AND KEEP“The seven sins of Greenwashing” 1.  The sin of suggestive pictures >>> Suggestieve beelden 2. The sin of the hidden trade off >>> Verborgen valkuil 3. The sin of no proof >>> Geen bewijs 4. The sin of vagueness >>> Vaagheid 5. The sin of irrelevance >>> Irrelevantie 6. The sin of lesser of two evils >>> Kiezen tussen pest en cholera 7. The sin of fibbing >>> Liegen
  43. 43. 7 SINS OF GREENWASHING 1 THE SIN OF SUGGESTIVE PICTURES 2 THE SIN OF THE HIDDEN TRADE OFF 3 THE SIN OF NO PROOF 4 THE SIN OF VAGUENESS 5 THE SIN OF IRRELEVANCE 6 THE SIN OF LESSER OF TWO EVILS 7 THE SIN OF FIBBING
  44. 44. 7 SINS OF GREENWASHING 1 THE SIN OF SUGGESTIVE PICTURES 2 THE SIN OF THE HIDDEN TRADE OFF 3 THE SIN OF NO PROOF 4 THE SIN OF VAGUENESS 5 THE SIN OF IRRELEVANCE 6 THE SIN OF LESSER OF TWO EVILS 7 THE SIN OF FIBBING
  45. 45. Make sustainability workwhere it belongs: inindustries, society, inconsumer markets, in theconversation and inbetween peoples ears faith THE BUSINESS REALITYfacts THE HUMAN WORLDTHE ECOSPHERE fun
  46. 46. Als we een duurzame toekomstbouwen, moet het er een zijn waar we met zijn allen met plezier in willen leven (Carlo Petrini, Slowfood foundation)
  47. 47. www.studiospark.eu Bedankt voor jullie Stefaan.vandist@studiospark.eu aandacht! 0496 60 93 01 Vragen? Studio Spark Willem Linnigstraat 13 2060 Antwerp[ Tom ] [ Stefaan ] [ Bart ] @talkwithSpark

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