Collaborating on the China Dream Crowdsourcing Week April 2014
#airpocalypse
BEFORE
China’s consuming class: 800m by 2025
-‐ Xie Zhenhua, China's chief climate negotiator
"If we allow China's per capita carbon emissions to rise to US levels, it will be a disaster for
the world."
We’ve been told we can’t follow the American Dream because it is unsustainable. !But then what dream should we follow?
Oct 2012 NY Times article by Thomas Friedman : “China Needs Its Own Dream” !
Nov 2012 Oriental Outlook cover story on “China Dream” !
Xi Jinping mentions “China Dream” Nov 15, 2012! "Nowadays, everyone is talking about the China Dream," he said. "In my view, realizing
the great renewal of the Chinese nation is the Chinese nation's greatest dream in modern history.”
China Dream
Reimagine prosperity, reframe sustainability
to reshape consumerism
www.juccce.org/chinadream
Curator of KOLs
Cultural experts Storytellers Green experts
Co-‐creating the Dream Broader stakeholder group humanizes sustainability
安全的水、食物、空气质量 Safe food, air, water
!更有活力的生活 Vibrant living
便捷和互助的社区 Liveable communities
继承传统并与时俱进 Opportunities to move forward by building upon our heritage
Activating the Dream Leverage other’s reach to set new norms
Convene partnerships
Brand campaigns
Government policies
Advocate voices
Local communities
Media Developers PractitionersEducational Institutions
Target demographics
Relevant aspirations (Respect; Fulfilling relationships; Shared experiences)
Humanize through people’s stories
Customer loyalty experience
Dove China Brand Story Capture customer loyalty by helping them achieve the China Dream
!David Agus, AETNA, Ark
Design, YK Pao school, Eurest, Augmentum,
Local chefs, WEF, U of Minnesota, Dr Laura Jana
Good for you
Good for the planet
Culturally attractive
School Curriculum
School Meals
Webisodes
A New Way to Eat
Personal Champions
#migration
!
Urban population million !!!!!!!!
SOURCES: UN Population Division; McKinsey Global Institute All City Model, 2009
¼ of global urban growth
991
2030 F2010 E
633
+358
China’s city sizes 2030
In millions
Small: <1.5
Mid-‐size: 1.5-‐5.0
Big: 5.0-‐10.0
Mega: ≥10.0
SOURCE: McKinsey Insights China – Macroeconomic model update (Apr. 2012)
Young peoples’ thoughts on how community has changed in China
Government training at CELAP (China Executive Leadership Academy Pudong) in Shanghai
Heyue City Uses• Allows citizens to voice their ideas for
solutions to improve their neighborhood
or environment
!• Lets professionals and organizations
publish their proposals, demonstrate
their progress and work interactively
!• Enables local governments to review and
respond to top-‐rated solutions
Next Steps…
Key points on China Dream collaboration: !-‐ Government involvement !-‐ Continuous engagement with stakeholders who share the same goals !-‐ Small changes can have big impacts, and can be achieved quickly
For more information : www.juccce.org/chinadream [email protected]
!@charlieminchina