Download - Ed Gillespie, Futerra
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@[email protected] www.futerra.co.uk
thanks and goodbye