Sustainability2.0 @ ZN
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A presentation I recently gave at Hogeschool Utrecht, the Netherlands to Communication Students at a kick-off for a Sustainability Project
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Sustainability2.0 @ ZN
- 1. Sustainability 2.0 What it means for corporate HQs
- 7. New Establishments & Market Makers
- 8. … challenging us to think differently
- 9. Internet = Opportunity One Voice. Reach. Effective.
- 11. Sustainability Meaning? Ownership? Frame? Measures?
- 15. Hoshin Kanri
- 18. Thank you Mira Bangel (Twitter/LinkedIn/Facebook) [email_address] www.zn.be
Editor's Notes
- It starts from the power of individuals to publish their own stories: user generated content Content creators instead of content conusmers It was illustrated by TIME magazine when in 2006 they choose YOU as personality of the year to illustrate this shift: http://www.time.com/time/magazine/article/0,9171,1569514,00.html
- New market makers define new rules of the game: How we buy books, sell them again How we search for information, communicate Share content Connect
- Especially for corporate HQs there is an opportunity to Align communications Reach out Be more effective
- Consumers have new information & communicatioin needs If you don’t communicate in this space the space get taken over by your components. Like oxygen ;-)
- Opportunity Greenwashing
- Team approach Most products & services were designed based on common values we had back in times of the industrial revolution
- Define your communications strategy Link campaign to a good story & your company philosophy Link environmental Business strategy with Sustainability objectives Start from the inside out - internal communication comes first get everyone on board with sustainability principles Make it personal: What do I do? Let people share their personal experiences & create space to capture & share these Keep it real: Communicate what we already do Focus on existing assets: cradle to cradle//’life cycle’ approach, sustainable packaging solutions, sustainability & product innovation Create a story that entails your biggest assets: link products, people & values Recruit ambassadors Get employees & management on board and make them part of the story Engage & educate customers and make them your efluencials Constantly adapt & improve Apply Kaizen & adapt your concept based on the feedback & results you receive Constantly identify new opportunities to plan next steps well in advance.