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Uploaded byB. Laszlo Karafiath, PhD
Presentation at the denkstatt shareholder gathering, 2016
This document discusses memes and their role in shaping culture and public perception. It begins with the author's story of declining a job with Coca-Cola and awakening to issues of corporate capitalism. It then discusses how memes generate cultural waves and movements by spreading ideas and behaviors. Specific examples discussed include climate change memes and how they have framed sustainability as an environmental rather than business issue. The author argues that culture design is about gardening memes and networks to drive positive change.
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Presentation at the denkstatt shareholder gathering, 2016
- 1. The Sustainability Meme Presentation at denkstattby Balazs Laszlo Karafiath, PhD Cultural Alchemist Culture2 Inc. San Francisco, CA
- 2. WHY ARE YOUHERE?
- 3. My story ofawakening: Declining to work for The Coca-Cola Corporation WELCOME TO YOUR JOURNEY
- 4. My story ofawakening: Declining to work for The Coca-Cola Corporation WELCOME TO YOUR JOURNEY
- 7. Welcome to theWorld Of Corporate Capitalism
- 8. • Wheel withinwheel • Cog in the machine picture 8
- 9. WE MUST FACEOUR SHADOWS • Fewer than one in five people trust business or government leaders to tell the truth when confronted with a difficult issue - Edelman (2013)
- 10. Test Our startup’s GreenRoom is a platform for an ongoing conversation with NGOs, suppliers and others who want to share ideas and partner with us in helping people live better around the world.
- 11. Test The Walmart GreenRoom is a platform for an ongoing conversation with NGOs, suppliers and others who want to share ideas and partner with us in helping people live better around the world.
- 12. A GREAT BATTLEOF IDEAS Dr. Joanna Boehnert, Director of EcoLabs Entrenched interests have been fighting back ...and winning for a long time!
- 13. Robert J. Brulle,Drexel University, Philadelphia, PA MASSIVE INVESTMENTS IN STATUS QUO Billions spent in dark money networks to confuse and stall action. This is the map of the web of the PR efforts.
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- 15. splash surf shape MEMES GENERATE CULTURE. THEYCREATE CULTURAL WAVES MEMES ARE PARTICLES OF CONSCIOUSNESS. THEY GENERATE THE FLOW OF THOUGHTS & IDEAS.
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- 24. MAKE AMERICA GREAT AGAIN I LOVE GATORADE– PLEASE DON’T POISON ME
- 25. • They arenot influenced by ads. • They are influenced by their friends and bloggers on social media. • Authenticity is more important for them than content. • They are loyal to Brands. • They want to help and they want to make a difference. • They want to know the story! HERE COMES GEN-Y
- 26. THE SUCCESS OFA BUSINESS SHOULD BE MEASURED IN TERMS OF MORE THAN JUST ITS FINANCIAL PERFORMANCE 87%
- 27. NEVER WITHOUT MYMOBILE 89%
- 28. POSTS IN SOCIALMEDIA DAILY 76%
- 29. THEY SPEND THEIRMONEY ON EXPERIENCES, NOT THINGS* 78% *EXCLUDING THEIR MOBILE OF COURSE
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- 31. NUMBER OF HOURSPER DAY THEY SPEND GENERATING UGC 5
- 32. THE BRAND ISNOT WHAT THE COMPANY SAY ABOUT IT IT IS WHAT THE GEN-Y SAY ABOUT IT
- 33. They are culturaldesigners. They are into spreading memes. One billion of them. And they create their own world by creating their own culture. They can change what is possible. 1,000,000,000
- 35. • People haveno direct experience with climate change. • Despite the draughts and tornadoes climate change is not an object they can touch to confirm that it is real. • And so it only lives in the minds of people as a meme – a very threatening meme! INTRODUCING: THE CLIMATEMEME
- 36. If you thinkthe economy is more important than the environment, try holding your breath while counting your money. Friends don’t let friends date climate change deniers… “I’m definitely going to change this year.” -- Climate Happy to agree that climate change exists. Not sure if reality exists though. WE COLLECTED 5000+ MEMES FROM TWITTER AND HARVESTED DURING MEMEHUNTER HACKATHONS IN SAN FRANCISCO AND SEATTLE. Global warming = the result of the sun trying to give the earth a hug. Global warming is increasing UM NO!!!! We cannot control the weather The most effective green house gas is not carbon dioxide, but water vapor. The trend of co2 in the atmosphere is following the rise in temperature, not the other way around.If climate scientists find any evidence of global warming then their funding throughout eternity will be assured. It would be great if assault rifles could shoot climate change… The Doha climate conference made more hot air than global warming Remember when a Tornado was just a Tornado and not a commercial for global warming? One of the main weapons of the power elite is climate change. People are supposed to be panicked… If we all just got real, as a culture, then we would fix it… Don’t believe in climate change, rap fans? Tell that to Vanilla Slush, Water Cube, and LL Warm J. Adjust your spine, adjust your attitude.
- 37. • Some peoplehave been “infected” with ClimateMemes. • Their minds then tried to fight it off by either actively denying the meme’s existence – or striving to rid the world of it • Both of these groups represent a small percentage of the larger society. • The majority of society have not been infected. CLIMATEMEMES ARE A SMALL MINORITY
- 38. CLIMATEMEMES ARE NOTSPREADING They only create anxiety. • Are we out of harmony with nature? • Is it going to kill off everyone we ever loved? • Does this mean there’s something wrong with us? • Do we have the power of gods to shape the planet in such profound ways?
- 39. • Five dimensionswere found that explain 63% of the variance among the memes. • These are the drivers of the perception of climate change: FIVE DIMENSIONS OF CLIMATEMEME 17% 15% 12% 11% 8% Harmony Disharmony — Harmony Survival Extinction — Survival Cooperation Disintegration — Unity Momentum Stall — Advance Elitism Populist — Vanguard
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- 41. ARCHETYPES: FOUNDATIONS OFMEMES archetypes memes quotes thoughts
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- 43. CLIMATEMEMES ARCHETYPE REACH archetypes reached& activated: hero, outlaw, warrior, activist, explorer, adventurer, pioneer
- 44. CLIMATEMEMES ARCHETYPE REACH archetypesnot reached/activated: innocents, everyman, citizen…
- 46. SUSTAINABILITY HAS BEENFRAMED! Was viewed as environmental issue, should be core business strategy
- 47. Understood as technicalproblem, but should be cultural norms SUSTAINABILITY HAS BEEN FRAMED!
- 48. Was thought ofas green products, but should be new industries SUSTAINABILITY HAS BEEN FRAMED!
- 49. Misconceived as outsideof economy, but should be foundation for economy SUSTAINABILITY HAS BEEN FRAMED!
- 50. Considered to bea market segment, but should be full-blown brand identity SUSTAINABILITY HAS BEEN FRAMED!
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- 52. AND YET --REAL PROGRESS! Transcends “green” framing… goes into health, family, the future instead.
- 53. TIPPING POINTS IN CULTURE Tosee meme spreading, we look at dynamic patterns of evolution, selection, emergence:
- 54. NOW WE NEEDTO LOOK CLOSER... ...SEE EMERGING PATTERNS.
- 55. LOOK FOR THE DIFFERENCE •A good meme is one that spreads. • A good meme is always about change. • Change wants attention. That was then and this is now. • A good story is always about change
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- 58. The Big Brain fullof mirror neurons memes spread with imitation 95% of consumer behavior is imitation Success = culture change.
- 59. THANK YOU FORYOUR ATTENTION Balazs Laszlo Karafiath, PhD DrKarafiath@gmail.com