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.

1. IT’S IN YOUR HANDS The future “ I command an army of one.”

2. TOYOTA LEXUS FUJI XEROX AUSTRALIA POST AMEX MACQUARIE BANK AMP NATIONAL MUSEUM FRED HOLLOWS FOUNDATION POWERHOUSE MUSEUM COLONIAL STADIUM UNISYS IBM BHP IT CHANNEL 7 HIC I left the relative calm of this…

3. Then I fell into the future head first… “ Uamby” 75mls in 35mins

4. “ Uamby” 75mls in 35mins

5. Adapting to Climate Change

6. Enjoying the ride

7. “ Uamby” 2 weeks after 75mls Rested Paddocks Sacrifice Paddocks Sacrifice Paddocks

8. “ Uamby” 2 weeks after 75mls Neighbours Neighbours

9. Conventional Farming Carbon Farming

15. Carbon Farming Expo & Conference Mudgee 17-18 November 2007

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

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. A SENSE OF URGENCY

21. “ A failure of imagination” US Security Agencies failed to imagine the future: Commission of Enquiry

24. Pareto says the rich are always with us

26. Loyalty Ladder Prospect Customer Suspect Repeat Customer Client Advocate

27. Relationship drives word of mouth Ads Publicity Mail Events Word Of Mouth Web visits

28. Word of Mouth: “Why I Try New Products” Mintel asks 7,000 Europeans 60% 36% 37% 44% 11%

29. Who do you believe about Mad Cow Disease? British consumers’ sources of information about BSE University of East Anglia

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°

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

33. FANS USERS YOUR USERS PEOPLE How “Community” Can Work For You

34. FANS USERS YOUR USERS PEOPLE How “Community” Can Work For You

35. FANS USERS YOUR USERS PEOPLE How “Community” Can Work For You

36. FANS USERS YOUR USERS PEOPLE How “Community” Can Work For You

38. What do humans need most? Food Clothing Shelter Grow Esteem Belonging Safety Maslow’s Hierarchy of Needs

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

41. Average incomes have more than doubled in the past 50 years. But people are no happier.

42. Consumer Society Market Economy Can all our needs be met by spending money?

43. Consumer Anxiety Global Terrorism Global Financial Crisis Global Swine Flu Pandemic No. 1 Concern Global Warming

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?

45. Syndrome: LEARNED HOPELESSNESS ‘Nothing can be done…’ ‘One person can’t make a difference…’

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.”

47. Hopelessness “ This is despair. “Hopelessness forestalls action. “Without action, there is no hope.”

48. Symptoms Eating disorders Relationship problems Delusions

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.

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

55. Marketing inside Climate Change “ The power of small committed group.” “We’re all in this together.” “I command an army of one.”

58. Case Study # 1: Making the client a hero in the staff & customers’ eyes

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

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”

62. Marketing inside Climate Change v Engagement Strategy: Bathurst’s Community Ownership of Wind Turbines Local business cluster builds a community around each tower

63. Regional Business Model for Carbon Trading Community Wind Farms Biofuels Big Emitters Recycled Biomass Community Education/ Involvement Employment Sustainable Farming Restored Farm Ecology

69. Photo of our wool. Emissions Reductions and Trading Opportunities

73. Photo of our wool. Wool has an OPPORTUNITY to create the FUTURE

74. Carb ¿ nCredited ™ Our FUTURE is…