storytelling & sustainability

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Designed by Engaging and motivating through great stories Storytelling & Sustainability

Post on 21-Oct-2014

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A short maniifesto about how storytelling can be used to engage stakeholders in sustainability issues.

TRANSCRIPT

Page 1: Storytelling & Sustainability

Designed by

Engaging and motivating through great stories

Storytelling &

Sustainability

Page 2: Storytelling & Sustainability

Sustainable Management

is a keyword in the corporate strategy

of the 21st century

Page 3: Storytelling & Sustainability

Only in 2009, global new investment in

$162 billionsustainable energy reached

Page 4: Storytelling & Sustainability

And the attitude of companies towards

an important indicator of quality

THE GLOBAL 100

RANK COMPANY GREEN SCORE

1

2

3

4

5

6

7

IBM 100.00

99.33

98.51

96.40

94.18

91.48

91.40

Hewlett-Packard

Johnson &Johnson

Sony

GlaxoSmithKline

Novartis

Deutsche Telekom

sustainability issues became

Page 5: Storytelling & Sustainability

In the USA, 88% of executives report

their company is “going green”

Fonte: Gibbs & Soell Sustainability Report 2010

Page 6: Storytelling & Sustainability

But only 29% of executives

the majority of businesses are really committed

and 16% of consumers believe that

Fonte: Gibbs & Soell Sustainability Report 2010

Page 7: Storytelling & Sustainability

That means stakholders are

not truly engaged

Page 8: Storytelling & Sustainability

We believe that happens because mostcompanies are concerned about proposing

sustainable improvements

WaterEnergyWaste

BiodiversityLabor & Equity

Page 9: Storytelling & Sustainability

In order to gain prominence

as a sustainable company

WaterEnergyWaste

BiodiversityLabor & Equity

SUSTAINABLECOMPANY

Page 10: Storytelling & Sustainability

Presenting results that seems to

please their stakeholders

WaterEnergyWaste

BiodiversityLabor & Equity

SUSTAINABLECOMPANY

EmployeesConsumersCommunityGovernment

Page 11: Storytelling & Sustainability

While in fact, it should happen

in a different way

WaterEnergyWaste

BiodiversityLabor & Equity

SUSTAINABLECOMPANY

EmployeesConsumersCommunityGovernment

Page 12: Storytelling & Sustainability

Firstly, you gotta identify changes that

stakeholders expect from the company

EmployeesConsumersCommunityGovernment

Page 13: Storytelling & Sustainability

Bringing that challenges into corporate culture

SUSTAINABLECOMPANY

EmployeesConsumersCommunityGovernment

Page 14: Storytelling & Sustainability

Which will lead to different resolutions, thatcan benefit all involved in the cycle

WaterEnergyWaste

BiodiversityLabor & Equity

SUSTAINABLECOMPANY

EmployeesConsumersCommunityGovernment

Page 15: Storytelling & Sustainability

Therefore, involving stakeholders

is the starting point

WaterEnergyWaste

BiodiversityLabor & Equity

SUSTAINABLECOMPANY

EmployeesConsumersCommunityGovernment

Page 16: Storytelling & Sustainability

SUSTAINABLECOMPANY

By motivating people in&around the company

to spread ideas that matter to them and

share their experiences

EmployeesConsumersCommunityGovernment

Page 17: Storytelling & Sustainability

So, how to create a context to

TELLTOUCH &

ENGAGE

Page 18: Storytelling & Sustainability

Telling Great Stories

Page 19: Storytelling & Sustainability

People need to see and experience things

so they can believe it

Page 20: Storytelling & Sustainability

Stories approaches people to facts

and show how their conflicts are overcome

Page 21: Storytelling & Sustainability

Stories can change people’s points of view

and influence their lives

Page 22: Storytelling & Sustainability

So how storytelling is helping brands to

MOTIVATE &

MAKE PEOPLE ACT

for sustainability?

Page 23: Storytelling & Sustainability

Let’s see some examples

Page 24: Storytelling & Sustainability

case #1

Page 25: Storytelling & Sustainability

Kiva is a non-profit organization that lets you lendto a specific entrepreneur in developing countries

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It connects the lender and the entrepreneur

with a great new story in each lending

Page 27: Storytelling & Sustainability

Stories that touch people, who help others

to lift themselves out of poverty

Page 28: Storytelling & Sustainability

countries represented by Kiva Lenders

volunteers

98,65% repayment rate

450

The results?

$205.000.000 in loans

909.133 users

211

&

Page 29: Storytelling & Sustainability

And a lot of nice stories like Pedro’s:

CLICK TO PLAY

Page 30: Storytelling & Sustainability

case #2

Page 31: Storytelling & Sustainability

sustainable practices in their everyday lives

Sustainable Living Contestwas made for Pepsico employees to tell about

Page 32: Storytelling & Sustainability

Over employees from countries of South America shared their experiences

3400 7

Page 33: Storytelling & Sustainability

And people voted for the person who had

the most inspiring story of sustainable life

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Like the routine of Lilian, one of the 10 finalists

CLICK TO PLAY

Page 35: Storytelling & Sustainability

These are only two of many examplesof the power of storytelling to inspire and motivate people

Page 36: Storytelling & Sustainability

stories stand the test of time.

Reports, numbers and racional argumentsare easily forgotten, but

Page 37: Storytelling & Sustainability

Are you ready to tell yours?

Page 38: Storytelling & Sustainability

Check more about brands and storytelling clicking at

@[email protected]