Successfully reported this slideshow.
West of England Carbon Challenge (WECC)  ‘ Engaging Your People in Cutting Carbon ’ Ed Gillespie Bristol February 2011
about us PR & media  /  strategy  /   advertising & brand  employee engagement  /  visual & digital
Make sustainable development so desirable  it becomes normal
HAVE MORE FUN THAN ‘THEY’ ARE  (and let them know  while we’re doing it)
 
 
 
 
 
 
 
Futerra timeline 2001 2002 2003 2004 2005  2006 2007 2008  2009 2010
 
today
 
<ul><li>&quot;This isn ’t a gentlepersons debate, its a street fight against well-funded, merciless enemies who play by en...
 
Complexity
IMPACT WILLINGNESS No Fly Recycling No Plastic Bags
“ Public discourse about climate change has resulted in an erroneous idea that it’s all about cost, burden and sacrifice. ...
 
4 things to hate about sustainability communications
1: Being unnecessarily complicated
2: Nagging people
3: Use of guilt / passive aggressive notes
4: Being boring
 
 
The Golden Circles WHY Why do you do what you do? What is the essence of your brand? HOW How do you do it? Your values and...
<ul><li>How far can you take it? </li></ul>It ’ s important to both understand where you are now on the green brand journe...
 
 
 
 
£50M.
 
 
“ Make stuff that doesn’t suck” Jimmy Wales, Founder Wikipedia
changing behaviours
Behaviour Change <ul><li>It ’ s not enough to be right and good, you have to be effective in changing behaviours. </li></u...
 
Why does this happen?
No-one knows/cares? 71%  very/fairly concerned 78%  personally think climate  is changing 78%  caused by human activity
Mad, Bad, Lying? <ul><li>They ’ re lying </li></ul><ul><li>They ’ re bad </li></ul><ul><li>They don ’ t actually know what...
Mad, Bad, Lying? I mean to but I forget I care but I have other priorities It makes me feel guilty so I ignore it It ’ s t...
 
mythbusting
How we like to think of ourselves <ul><li>People are rational. </li></ul><ul><li>We always make conscious decisions to act...
human behaviour, are you... Spock Rational Cost/Benefit decisions Homer Emotional Instincts and habits
Information/ Incentives Action ! Decision Action ?
 
The reality <ul><li>Decisions are governed by habit, emotion and rules of thumb </li></ul><ul><li>We are influenced by wha...
PART 4  INFLUENCING FACTORS
3 factors that influence behaviour <ul><li>Personal </li></ul><ul><li>Social </li></ul><ul><li>Infrastructure </li></ul>
PERSONAL FACTORS
Habit
Agency
Present beats future
Loss beats gain IS YOUR HOUSE LOSING MONEY?
SOCIAL  FACTORS
Social proof
 
Physical / Environmental INFRASTRUCTURE FACTORS
Physical environment
Motivating behaviour
Enabling/Restricting behaviour
3 factors that influence behaviour <ul><li>Personal </li></ul><ul><li>Social </li></ul><ul><li>Infrastructure </li></ul>
 
Motivation  is the activation or energisation of goal-orientated behaviour. (Wikipedia)
“ The questions so many people ask- namely,  ‘ How do I motivate people to learn? To work? to do their chores? Or take the...
Extrinsic motivation <ul><li>Comes from  ‘ outside ’ </li></ul><ul><li>Schedules </li></ul><ul><li>Carrots and sticks  </l...
Maslow
Hertzberg ’ s 2 Factor Theory
Intrinsic Motivation <ul><li>Autonomy </li></ul><ul><li>Mastery </li></ul><ul><li>Purpose </li></ul>
Opportunity <ul><li>Only 50% people actively engaged at work </li></ul><ul><li>In some countries this falls to 3%! </li></...
“ [Involvement in special projects] makes people feel like they ’ re part of the answer—and part of the company ’ s future...
 
“ Some sceptics insist that innovation is expensive. In the long run, innovation is cheap. Mediocrity is expensive- and au...
 
Wieden + Kennedy
Clockwise from left: thank you poster, internal touchpoint stickers, desktop wallpaper,  and champions lanyard badges
Earth Hour Stickies
 
 
<ul><li>ed gillespie </li></ul><ul><li>@frucool </li></ul><ul><li>[email_address]   </li></ul><ul><li>www.futerra.co.uk </...
Upcoming SlideShare
Loading in …5
×

Ed Gillespie, Futerra

1,755 views

Published on

Published in: Technology
  • Be the first to comment

Ed Gillespie, Futerra

  1. 1. West of England Carbon Challenge (WECC) ‘ Engaging Your People in Cutting Carbon ’ Ed Gillespie Bristol February 2011
  2. 2. about us PR & media / strategy / advertising & brand employee engagement / visual & digital
  3. 3. Make sustainable development so desirable it becomes normal
  4. 4. HAVE MORE FUN THAN ‘THEY’ ARE (and let them know while we’re doing it)
  5. 12. Futerra timeline 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
  6. 14. today
  7. 16. <ul><li>&quot;This isn ’t a gentlepersons debate, its a street fight against well-funded, merciless enemies who play by entirely different rules.&quot; </li></ul>
  8. 18. Complexity
  9. 19. IMPACT WILLINGNESS No Fly Recycling No Plastic Bags
  10. 20. “ Public discourse about climate change has resulted in an erroneous idea that it’s all about cost, burden and sacrifice. If the math were correct, everyone would see it’s about profit, jobs and competitive advantage. Smart companies have figured this out and are making billions” , - Amory Lovins
  11. 22. 4 things to hate about sustainability communications
  12. 23. 1: Being unnecessarily complicated
  13. 24. 2: Nagging people
  14. 25. 3: Use of guilt / passive aggressive notes
  15. 26. 4: Being boring
  16. 29. The Golden Circles WHY Why do you do what you do? What is the essence of your brand? HOW How do you do it? Your values and the way you do business… WHAT What are the products and services you offer? WHY HOW WHAT
  17. 30. <ul><li>How far can you take it? </li></ul>It ’ s important to both understand where you are now on the green brand journey, and how far down it you are hoping to go. Where are you now?
  18. 35. £50M.
  19. 38. “ Make stuff that doesn’t suck” Jimmy Wales, Founder Wikipedia
  20. 39. changing behaviours
  21. 40. Behaviour Change <ul><li>It ’ s not enough to be right and good, you have to be effective in changing behaviours. </li></ul><ul><li>Understand the factors around the existing behaviour </li></ul><ul><li>It ’ s about them not you – you have to understand the people you ’ re trying to change. </li></ul><ul><li>REMEMBER: This is about behaviours – not attitudes or beliefs! </li></ul>
  22. 42. Why does this happen?
  23. 43. No-one knows/cares? 71% very/fairly concerned 78% personally think climate is changing 78% caused by human activity
  24. 44. Mad, Bad, Lying? <ul><li>They ’ re lying </li></ul><ul><li>They ’ re bad </li></ul><ul><li>They don ’ t actually know what to do </li></ul>
  25. 45. Mad, Bad, Lying? I mean to but I forget I care but I have other priorities It makes me feel guilty so I ignore it It ’ s too hard It costs too much It takes too long It ’ s not as good as the way I normally do things It ’ s not for people like me It ’ s someone else ’ s job I can ’ t do anything about it I don ’ t have a big impact It won ’ t make a difference anyway
  26. 47. mythbusting
  27. 48. How we like to think of ourselves <ul><li>People are rational. </li></ul><ul><li>We always make conscious decisions to act. </li></ul><ul><li>We ’re self-determining autonomous individuals. </li></ul>
  28. 49. human behaviour, are you... Spock Rational Cost/Benefit decisions Homer Emotional Instincts and habits
  29. 50. Information/ Incentives Action ! Decision Action ?
  30. 52. The reality <ul><li>Decisions are governed by habit, emotion and rules of thumb </li></ul><ul><li>We are influenced by what others around us are doing </li></ul><ul><li>The physical environment affects how we behave </li></ul>
  31. 53. PART 4 INFLUENCING FACTORS
  32. 54. 3 factors that influence behaviour <ul><li>Personal </li></ul><ul><li>Social </li></ul><ul><li>Infrastructure </li></ul>
  33. 55. PERSONAL FACTORS
  34. 56. Habit
  35. 57. Agency
  36. 58. Present beats future
  37. 59. Loss beats gain IS YOUR HOUSE LOSING MONEY?
  38. 60. SOCIAL FACTORS
  39. 61. Social proof
  40. 63. Physical / Environmental INFRASTRUCTURE FACTORS
  41. 64. Physical environment
  42. 65. Motivating behaviour
  43. 66. Enabling/Restricting behaviour
  44. 67. 3 factors that influence behaviour <ul><li>Personal </li></ul><ul><li>Social </li></ul><ul><li>Infrastructure </li></ul>
  45. 69. Motivation is the activation or energisation of goal-orientated behaviour. (Wikipedia)
  46. 70. “ The questions so many people ask- namely, ‘ How do I motivate people to learn? To work? to do their chores? Or take their medicine? ’ - are the wrong questions. They are wrong because they imply that motivation is something that gets done to people rather than something that people do. ” Edward Deci and Richard Flaste
  47. 71. Extrinsic motivation <ul><li>Comes from ‘ outside ’ </li></ul><ul><li>Schedules </li></ul><ul><li>Carrots and sticks </li></ul><ul><li>Competition </li></ul>
  48. 72. Maslow
  49. 73. Hertzberg ’ s 2 Factor Theory
  50. 74. Intrinsic Motivation <ul><li>Autonomy </li></ul><ul><li>Mastery </li></ul><ul><li>Purpose </li></ul>
  51. 75. Opportunity <ul><li>Only 50% people actively engaged at work </li></ul><ul><li>In some countries this falls to 3%! </li></ul><ul><li>Volunteering has increased as engagement has decreased </li></ul><ul><li>81% graduates want to work for a company that is doing something about the environment </li></ul>
  52. 76. “ [Involvement in special projects] makes people feel like they ’ re part of the answer—and part of the company ’ s future. ” Mckinsey
  53. 78. “ Some sceptics insist that innovation is expensive. In the long run, innovation is cheap. Mediocrity is expensive- and autonomy can be the antidote. ” Tom Kelley, GM, IDEO
  54. 80. Wieden + Kennedy
  55. 81. Clockwise from left: thank you poster, internal touchpoint stickers, desktop wallpaper, and champions lanyard badges
  56. 82. Earth Hour Stickies
  57. 85. <ul><li>ed gillespie </li></ul><ul><li>@frucool </li></ul><ul><li>[email_address] </li></ul><ul><li>www.futerra.co.uk </li></ul>thanks and goodbye

×