West of England Carbon Challenge (WECC) ‘Engaging Your People in Cutting Carbon’

Ed GillespieBristolFebruary 2011

PR & media / strategy / advertising & brand

employee engagement / visual & digital

about us

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

"This isn’t a gentlepersons debate, its a street fight against well-funded, merciless enemies who play by entirely different rules."

Complexity

IMPACT

WILLIN

GNESS

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. 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

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 the way you do business…

WHAT

What are the products and services you offer?

WHY

HOW

WHAT

How far can you take it?

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?

£50M.

“Make stuff that doesn’t suck”Jimmy Wales, Founder Wikipedia

changingbehaviours

Behaviour Change

It’s not enough to be right and good, you have to be effective in changing behaviours.

Understand the factors around the existing behaviour

It’s about them not you – you have to understand the people you’re trying to change.

REMEMBER:This is about behaviours – not attitudes or beliefs!

Why does this happen?

71% very/fairly concerned

78% personally think climate

is changing

78% caused by human activity

No-one knows/cares?

Mad, Bad, Lying?

They’re lying

They’re bad

They don’t actually know what to do

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 muchIt 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

mythbusting

• People are rational.

• We always make conscious decisions to act.

• We’re self-determining autonomous individuals.

How we like to think of ourselves

SpockRationalCost/Benefit decisions

HomerEmotionalInstincts and habits

human behaviour, are you...

Information/ Incentives ActionAction!!Decision

ActionAction??

• Decisions are governed by habit, emotion and rules of thumb

• We are influenced by what others around us are doing

• The physical environment affects how we behave

The reality

PART 4

INFLUENCING FACTORS

3 factors that influence behaviour

Personal

Social

Infrastructure

PERSONAL FACTORS

Habit

Agency

Present beats future

Loss beats gain

IS YOUR HOUSE LOSING MONEY?

SOCIAL FACTORS

Social proof

Physical / Environmental

INFRASTRUCTUREFACTORS

Physical environment

Motivating behaviour

Enabling/Restricting behaviour

3 factors that influence behaviour

Personal

Social

Infrastructure

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 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

Extrinsic motivation

•Comes from ‘outside’•Schedules•Carrots and sticks •Competition

Maslow

Hertzberg’s 2 Factor Theory

Intrinsic Motivation

•Autonomy

•Mastery

•Purpose

Opportunity

• Only 50% people actively engaged at work

• In some countries this falls to 3%!

• Volunteering has increased as engagement has decreased

• 81% graduates want to work for a company that is doing something about the environment

“[Involvement in special projects] makes people feel like they’re part of the answer—and part of the company’s future.” Mckinsey

“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

Wieden + Kennedy

Clockwise from left: thank you poster, internal touchpoint stickers, desktop wallpaper, and champions lanyard badges

Earth Hour Stickies

ed gillespie@frucooled@futerra.co.uk www.futerra.co.uk

thanks and goodbye