The Future Is In Your Hands


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A Presentation about the deep-seated anxiety consumers and clients feel about Climate Change and the leadership role brands and businesses can take in empowering people to address the future with confidence.

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The Future Is In Your Hands

  1. 1. IT’S IN YOUR HANDS The future “ I command an army of one.”
  3. 3. Then I fell into the future head first… “ Uamby” 75mls in 35mins
  4. 4. “ Uamby” 75mls in 35mins
  5. 5. Adapting to Climate Change
  6. 6. Enjoying the ride
  7. 7. “ Uamby” 2 weeks after 75mls Rested Paddocks Sacrifice Paddocks Sacrifice Paddocks
  8. 8. “ Uamby” 2 weeks after 75mls Neighbours Neighbours
  9. 9. Conventional Farming Carbon Farming
  10. 10. Milestones 2006-2009 <ul><li>First order for Australian soil carbon from Chicago Climate Exchange 2006 </li></ul><ul><li>US tour: links with senior scientists & economists 2006 </li></ul><ul><li>World’s first Carbon Farming Expo & Conference 2007 </li></ul><ul><li>“ Soil Science Summits” between farmers and scientists 2007 </li></ul><ul><li>Uncovered “Bad Science” in National Carbon Accounting System 2007 </li></ul><ul><li>First sales of Australian Soil Credits to start the Australian Voluntary Market 2007 </li></ul><ul><li>Soil Carbon Trading on platform of all parties Federal Election (except Government) 2007 </li></ul><ul><li>Started the process in NZ (Government action) 2008 </li></ul><ul><li>PM Rudd announces soil carbon on national agenda 2008 </li></ul><ul><li>Minister Burke announces $26m research funds for soil carbon 2009 </li></ul>
  11. 11. Campaigning for Soil Carbon Credits… <ul><ul><li>Lobbying </li></ul></ul><ul><ul><li>Publicity </li></ul></ul><ul><ul><li>Information </li></ul></ul><ul><ul><li>Advocacy </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Education </li></ul></ul>
  12. 12. <ul><ul><li>Lobbying </li></ul></ul><ul><ul><li>Publicity </li></ul></ul><ul><ul><li>Information </li></ul></ul><ul><ul><li>Advocacy </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Education </li></ul></ul>Spreading the word
  13. 13. <ul><ul><li>Lobbying </li></ul></ul><ul><ul><li>Publicity </li></ul></ul><ul><ul><li>Information </li></ul></ul><ul><ul><li>Advocacy </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Education </li></ul></ul>Meeting the scientists & rebels
  14. 14. <ul><ul><li>Lobbying </li></ul></ul><ul><ul><li>Publicity </li></ul></ul><ul><ul><li>Information </li></ul></ul><ul><ul><li>Advocacy </li></ul></ul><ul><ul><li>Research </li></ul></ul><ul><ul><li>Education </li></ul></ul>Meeting world experts
  15. 15. Carbon Farming Expo & Conference Mudgee 17-18 November 2007
  16. 17. Soil Carbon On The National Agenda “ I am hearing more and more about the possible potential of enhancing the carbon stored in our soils… [The Government will] investigate how better soil management can be part of Australia’s response to climate change.” PM Kevin Rudd 4 March 2008
  17. 18. “ You singlehandly barnstormed the issue onto the national agenda… We wouldn’t be having this national debate over soil carbon if it wasn’t for you.” - Matthew Cawood, Science & Environment Editor, Rural Press “The Land”
  19. 20. The Climate Change Opportunity <ul><li>“ We’re all in this together” </li></ul><ul><li>“ I command an army of one” </li></ul><ul><li>Replace gestures with meaningful action </li></ul><ul><li>Imagine the future </li></ul>
  20. 21. “ A failure of imagination” US Security Agencies failed to imagine the future: Commission of Enquiry
  21. 22. The 5 Foundational Insights <ul><li>Pareto Principle </li></ul><ul><ul><li>‘ Not all customers are equal’ </li></ul></ul><ul><li>Loyalty Ladder </li></ul><ul><ul><li>‘ Your customer is an appreciating asset’ </li></ul></ul><ul><li>The Will to Community </li></ul><ul><ul><li>‘ Helping customers to build communities’ </li></ul></ul><ul><li>Maslow’s Hierarchy of Needs </li></ul><ul><ul><li>‘ Learning to find your customers secret hot spot’ </li></ul></ul><ul><li>Customers Cannot Be Satisfied </li></ul><ul><ul><li>‘ Going beyond the customer relationship’ </li></ul></ul>
  22. 23. The 1st Foundational Insight <ul><li>Pareto Principle </li></ul><ul><ul><li>‘ Not all customers are equal’ </li></ul></ul>
  23. 24. Pareto says the rich are always with us
  24. 25. The 2nd Foundational Insight <ul><li>The Loyalty Ladder </li></ul><ul><ul><li>‘ Your customer is an appreciating asset’ </li></ul></ul>
  25. 26. Loyalty Ladder Prospect Customer Suspect Repeat Customer Client Advocate
  26. 27. Relationship drives word of mouth Ads Publicity Mail Events Word Of Mouth Web visits
  27. 28. Word of Mouth: “Why I Try New Products” Mintel asks 7,000 Europeans 60% 36% 37% 44% 11%
  28. 29. Who do you believe about Mad Cow Disease? British consumers’ sources of information about BSE University of East Anglia
  29. 30. % Existing customers Prospects New customers°°° Retail channels°° Ad agency staff Client staff Agency CEO Client CEO Client’s wife Client Agency account executive Agency creative team Brand “Insiders” Brand “Outsiders” Target Audience °Dale Carnegie Organisation °°Toyota Motor Corporation Australia °°°Ford, USA, Ogilvy & Mather Who notices ads? Individuals engage with communications in direct proportion to their level of personal involvement°
  30. 31. The Credibility League Ladder* *Boomerang! Research for several clients 1. Personal experience 2. Friend’s recommendation 3. Stranger’s recommendation 4. News report 5. Expert opinion 6. Company newsletter 7. Promotional mail 8. Advertising 9. Sales person Most believable Least believable
  31. 32. The 3rd Foundational Insight <ul><li>The Will to Community </li></ul><ul><ul><li>‘ Helping customers to build communities’ </li></ul></ul>
  32. 33. FANS USERS YOUR USERS PEOPLE How “Community” Can Work For You
  33. 34. FANS USERS YOUR USERS PEOPLE How “Community” Can Work For You
  34. 35. FANS USERS YOUR USERS PEOPLE How “Community” Can Work For You
  35. 36. FANS USERS YOUR USERS PEOPLE How “Community” Can Work For You
  36. 37. The 4th Foundational Insight <ul><li>Maslow’s Hierarchy of Needs </li></ul><ul><ul><li>‘ Learning to find your customers secret hot spot’ </li></ul></ul>
  37. 38. What do humans need most? Food Clothing Shelter Grow Esteem Belonging Safety Maslow’s Hierarchy of Needs
  38. 39. The 5th Foundational Insight <ul><li>Customers Cannot Be Satisfied </li></ul><ul><ul><li>‘ Going beyond the customer relationship’ </li></ul></ul>
  39. 40. “ We hold these truths to be self-evident, that all men are created equal, that they are endowed by their Creator with certain unalienable Rights, that among these are Life, Liberty and the pursuit of Happiness.” The Declaration of Independence July 4, 1776
  40. 41. Average incomes have more than doubled in the past 50 years. But people are no happier.
  41. 42. Consumer Society Market Economy Can all our needs be met by spending money?
  42. 43. Consumer Anxiety Global Terrorism Global Financial Crisis Global Swine Flu Pandemic No. 1 Concern Global Warming
  43. 44. CLIMATE CHANGE “The distance from awareness to despair is short.” We have a psychological need to feel we can can control our environment. The future will be worse than the present?
  44. 45. Syndrome: LEARNED HOPELESSNESS ‘Nothing can be done…’ ‘One person can’t make a difference…’
  45. 46. He lplessness “ This feeling of futility is the deepest reason for inaction on climate change. Many people won’t make changes that cost them in any way unless they believe that enough people also will be making the same sacrifice for it to be meaningful. “ Most people believe that it simply will not be possible to get enough people, corporations or governments to make the changes necessary to save the world.”
  46. 47. Hopelessness “ This is despair. “Hopelessness forestalls action. “Without action, there is no hope.”
  47. 48. Symptoms Eating disorders Relationship problems Delusions
  48. 49. Denial The main barrier to action on climate change is Denial: many people are in denial about the crisis because it arouses intolerable levels of fear, guilt, sadness, hopelessness. Communicate with them in ways that don’t arouse these feelings.
  49. 50. Marketing with Climate Change “ Bu y this product and save the planet.” GREENWASH ACCC AANA “Choose us because we’re carbon neutral.” WHO CARES? “Pay a little more and we’ll stop polluting…” QANTAS
  50. 51. Are your people on board? <ul><li>Landcare Australia blasted by volunteer for Coca-Cola Amatil Mount Franklin tie up </li></ul><ul><li>Coca-Cola pays Landcare Australia $150,000 to plant 250,000 trees to offset greenhouse gas emissions generated by the manufacture and distribution of 8 million plastic bottles. </li></ul>
  51. 52. Are your people on board? <ul><li>&quot;The people who care for the land don't need to be used by a corporate giant who is only interested in greenwashing public opinion and tricking people living in the city into thinking they are doing the correct thing by the environment by purchasing their product.” </li></ul><ul><ul><ul><ul><li>Nanette Lamrock, Armidale NSW </li></ul></ul></ul></ul>
  52. 53. 82% want to buy green <ul><li>Melbourne-based consumer research company Mobuim </li></ul><ul><li>consumers wishing to ‘do the right thing’ by the environment via their purchasing choices </li></ul><ul><li>Rose from 62% to 82% since last year </li></ul><ul><li>number of consumers who seriously doubt ‘green’ claims increased significantly </li></ul><ul><li>88% of consumers wary of claims companies make. </li></ul>
  53. 54. The toilet paper test <ul><li>Australians spend $500 million/year </li></ul><ul><li>$20 million recycled paper </li></ul><ul><li>Category in decline </li></ul><ul><li>&quot;Using recycled toilet paper is a no-brainer yet people are not prepared to make the sacrifice on their arse.&quot; </li></ul><ul><ul><ul><ul><li>Joe Hancock, managing director of Gorilla Communications which developed the Quilton ad campaign Loves your Bum. </li></ul></ul></ul></ul>
  54. 55. Marketing inside Climate Change “ The power of small committed group.” “We’re all in this together.” “I command an army of one.”
  55. 56. The 9 Actions arising from the 5 Insights <ul><li>THINK SMALL: Small groups of like-minded people can be very effective. </li></ul><ul><li>THINK BIG: People are looking for ways to extend themselves. </li></ul><ul><li>THINK BIGGER:The potential impact of a positive outcome must be leveraged and massive. </li></ul><ul><li>EASE THEIR PAIN AND YOU WILL GAIN: Engaging customers as individual people in activity that reduces their anxiety will earn their loyalty and advocacy. </li></ul>
  56. 57. The 9 Actions arising from the 5 Insights <ul><li>KINDLE THE FLAME: Engage their passion. </li></ul><ul><li>REACH OUT: You don’t have to do it alone. Recruit other businesses. Form ‘Clusters’. </li></ul><ul><li>COME CLOSER TO HOME: Engage your family - build genuine community. </li></ul><ul><li>FIND YOURSELF THERE: Engage your passion. </li></ul><ul><li>ACT NOW: Optimism can replace Hopelessness through Action. </li></ul>
  57. 58. Case Study # 1: Making the client a hero in the staff & customers’ eyes
  58. 59. Case Study # 2: Making the client a hero in the PM’s eyes <ul><li>Problem: Getting through the CEO’s door </li></ul><ul><li>CAD/CAM design firm Concentric Asia Pacific having trouble getting senior executive access in prospect companies such as Qantas, Mitsubishi, Boeing. </li></ul><ul><li>Solution: Build a Trojan Horse </li></ul><ul><li>Formation of Re-Engineering Australia Forum - a grassroots corporate movement designed to break the back of the tyranny of distance for Australia by creating high tech industries in remote & rural areas </li></ul><ul><li>Forum also promotes engineering scholarships & competitions for young Australians </li></ul><ul><li>All prospects & customers invited to join </li></ul><ul><li>Prime Minister officiated at 2002 REA dinner, attended by hundreds of people </li></ul><ul><li>Concentric’s sales levels break all records </li></ul><ul><li>CEO now gets inside every door </li></ul>
  59. 60. The Re-Engineering Australia Forum is a Brand Community Solution. It engages prospects in a compelling self-interest activity. It turns them into “brand insiders”. It puts the two parties on the same side of the table. Case Study # 2: Making the company a hero in the industry’s eyes
  60. 61. Marketing inside Climate Change v Engagement Strategy: Townsville’s Backyard Soil Carbon From Space Local business sponsor a suburb in the “Catch the CO2 Challenge”
  61. 62. Marketing inside Climate Change v Engagement Strategy: Bathurst’s Community Ownership of Wind Turbines Local business cluster builds a community around each tower
  62. 63. Regional Business Model for Carbon Trading Community Wind Farms Biofuels Big Emitters Recycled Biomass Community Education/ Involvement Employment Sustainable Farming Restored Farm Ecology
  63. 69. Photo of our wool. Emissions Reductions and Trading Opportunities
  64. 71. OPPORTUNITY <ul><li>All farmers involved have their produce labelled “CarbonCredited™” </li></ul><ul><li>Sold as an emissions-reducing product at a premium. </li></ul>
  65. 72. <ul><li>Planned Grazing </li></ul><ul><li>Pasture Cropping </li></ul><ul><li>Natural Fertilisers </li></ul><ul><li>Tree Plantings </li></ul><ul><li>Natural Vegetation Regeneration </li></ul><ul><li>Stock numbers reduced since 2000 </li></ul>Emissions reductions
  66. 73. Photo of our wool. Wool has an OPPORTUNITY to create the FUTURE
  67. 74. Carb ¿ nCredited ™ Our FUTURE is…