This document discusses how social media can be used to motivate sustainability actions in the workplace. It provides examples of how companies have increased employee participation in sustainability initiatives through social media by making sustainability norms more visible and fostering social influence. Specific strategies mentioned include using social media for comparison of building efficiency, collaboration on alternative transportation, and recognition of sustainable actions.

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
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10. Building Dashboard Network/Oberlin
10 CONFIDENTIAL

11. Zimride/Harvard
11 CONFIDENTIAL

12. Practically Green/Seventh Generation
12 CONFIDENTIAL