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Storytelling
       &
Sustainability
Engaging and motivating through great stories


                                     Designed by
Sustainable Management




is a keyword in the corporate strategy
        of the 21st century
Only in 2009, global new investment in
sustainable energy reached $162 billion
And the attitude of companies towards
    sustainability issues became
 an important indicator of quality

           THE GLOBAL 100
           RANK      COMPANY            GREEN SCORE

            1        IBM                      100.00
            2        Hewlett-Packard           99.33
            3        Johnson &Johnson          98.51
            4        Sony                      96.40
            5        GlaxoSmithKline           94.18
            6        Novartis                  91.48
            7        Deutsche Telekom          91.40
In the USA, 88% of executives report
              their company is “going green”




                                Fonte: Gibbs & Soell Sustainability Report 2010
But only 29% of executives
 and 16% of consumers believe that




the majority of businesses are really committed

                                  Fonte: Gibbs & Soell Sustainability Report 2010
That means stakholders are
     not truly engaged
We believe that happens because most
companies are concerned about proposing
        sustainable improvements


     Water
    Energy
     Waste
  Biodiversity
 Labor & Equity
In order to gain prominence
         as a sustainable company



    Water
   Energy
    Waste        SUSTAINABLE
 Biodiversity     COMPANY
Labor & Equity
Presenting results that seems to
        please their stakeholders


    Water
                                  Employees
   Energy
                 SUSTAINABLE      Consumers
    Waste
 Biodiversity     COMPANY         Community
Labor & Equity                    Government
While in fact, it should happen
            in a different way



    Water
                                   Employees
   Energy
                 SUSTAINABLE       Consumers
    Waste
 Biodiversity     COMPANY          Community
Labor & Equity                     Government
Firstly, you gotta identify changes that
stakeholders expect from the company



                                  Employees
                                  Consumers
                                  Community
                                  Government
Bringing that challenges into corporate culture




                                    Employees
                   SUSTAINABLE      Consumers
                    COMPANY         Community
                                    Government
Which will lead to different resolutions, that
   can benefit all involved in the cycle



       Water
                                     Employees
      Energy
                    SUSTAINABLE      Consumers
       Waste
    Biodiversity     COMPANY         Community
   Labor & Equity                    Government
Therefore, involving stakeholders
         is the starting point



    Water
                                 Employees
   Energy
                 SUSTAINABLE     Consumers
    Waste
 Biodiversity     COMPANY        Community
Labor & Equity                   Government
By motivating people in&around the company
   to spread ideas that matter to them and
            share their experiences


                                 Employees
                 SUSTAINABLE     Consumers
                  COMPANY        Community
                                 Government
So, how to create a context to

  TELL
  TOUCH        &


  ENGAGE
Telling Great Stories
People need to see and experience things




                    so they can believe it
Stories approaches people to facts




and show how their conflicts are overcome
Stories can change people’s points of view




                 and influence their lives
So how storytelling is helping brands to

          MOTIVATE
                  &
   MAKE PEOPLE ACT
           for sustainability?
Let’s see some examples
case #1
Kiva is a non-profit organization that lets you lend
to a specific entrepreneur in developing countries
It connects the lender and the entrepreneur




 with a great new story in each lending
Stories that touch people, who help others




     to lift themselves out of poverty
The results?


$205.000.000 in loans
98,65% repayment rate
909.133 users & 450 volunteers
211 countries represented by Kiva Lenders
And a lot of nice stories like Pedro’s:




                 CLICK TO PLAY
case #2
Sustainable Living Contest
was made for Pepsico employees to tell about




sustainable practices in their everyday lives
Over 3400 employees from 7 countries
of South America shared their experiences
And people voted for the person who had
the most inspiring story of sustainable life
Like the routine of Lilian, one of the 10 finalists




                       CLICK TO PLAY
These are only two of many examples
   of the power of storytelling to
    inspire and motivate people
Reports, numbers and racional arguments
           are easily forgotten, but
stories stand the test of time.
Are you ready to tell yours?
Check more about brands and storytelling clicking at




                                           @story_beats
                                     story@lukso.com.br

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Storytelling & Sustainability

  • 1. Storytelling & Sustainability Engaging and motivating through great stories Designed by
  • 2. Sustainable Management is a keyword in the corporate strategy of the 21st century
  • 3. Only in 2009, global new investment in sustainable energy reached $162 billion
  • 4. And the attitude of companies towards sustainability issues became an important indicator of quality THE GLOBAL 100 RANK COMPANY GREEN SCORE 1 IBM 100.00 2 Hewlett-Packard 99.33 3 Johnson &Johnson 98.51 4 Sony 96.40 5 GlaxoSmithKline 94.18 6 Novartis 91.48 7 Deutsche Telekom 91.40
  • 5. In the USA, 88% of executives report their company is “going green” Fonte: Gibbs & Soell Sustainability Report 2010
  • 6. But only 29% of executives and 16% of consumers believe that the majority of businesses are really committed Fonte: Gibbs & Soell Sustainability Report 2010
  • 7. That means stakholders are not truly engaged
  • 8. We believe that happens because most companies are concerned about proposing sustainable improvements Water Energy Waste Biodiversity Labor & Equity
  • 9. In order to gain prominence as a sustainable company Water Energy Waste SUSTAINABLE Biodiversity COMPANY Labor & Equity
  • 10. Presenting results that seems to please their stakeholders Water Employees Energy SUSTAINABLE Consumers Waste Biodiversity COMPANY Community Labor & Equity Government
  • 11. While in fact, it should happen in a different way Water Employees Energy SUSTAINABLE Consumers Waste Biodiversity COMPANY Community Labor & Equity Government
  • 12. Firstly, you gotta identify changes that stakeholders expect from the company Employees Consumers Community Government
  • 13. Bringing that challenges into corporate culture Employees SUSTAINABLE Consumers COMPANY Community Government
  • 14. Which will lead to different resolutions, that can benefit all involved in the cycle Water Employees Energy SUSTAINABLE Consumers Waste Biodiversity COMPANY Community Labor & Equity Government
  • 15. Therefore, involving stakeholders is the starting point Water Employees Energy SUSTAINABLE Consumers Waste Biodiversity COMPANY Community Labor & Equity Government
  • 16. By motivating people in&around the company to spread ideas that matter to them and share their experiences Employees SUSTAINABLE Consumers COMPANY Community Government
  • 17. So, how to create a context to TELL TOUCH & ENGAGE
  • 19. People need to see and experience things so they can believe it
  • 20. Stories approaches people to facts and show how their conflicts are overcome
  • 21. Stories can change people’s points of view and influence their lives
  • 22. So how storytelling is helping brands to MOTIVATE & MAKE PEOPLE ACT for sustainability?
  • 23. Let’s see some examples
  • 25. Kiva is a non-profit organization that lets you lend to a specific entrepreneur in developing countries
  • 26. It connects the lender and the entrepreneur with a great new story in each lending
  • 27. Stories that touch people, who help others to lift themselves out of poverty
  • 28. The results? $205.000.000 in loans 98,65% repayment rate 909.133 users & 450 volunteers 211 countries represented by Kiva Lenders
  • 29. And a lot of nice stories like Pedro’s: CLICK TO PLAY
  • 31. Sustainable Living Contest was made for Pepsico employees to tell about sustainable practices in their everyday lives
  • 32. Over 3400 employees from 7 countries of South America shared their experiences
  • 33. And people voted for the person who had the most inspiring story of sustainable life
  • 34. Like the routine of Lilian, one of the 10 finalists CLICK TO PLAY
  • 35. These are only two of many examples of the power of storytelling to inspire and motivate people
  • 36. Reports, numbers and racional arguments are easily forgotten, but stories stand the test of time.
  • 37. Are you ready to tell yours?
  • 38. Check more about brands and storytelling clicking at @story_beats story@lukso.com.br