Get Going with Green - Closing the Sustainability Gap

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There is a yawning gap between people's claimed and actual sustainable behavior. At Ogilvy Earth, we call it The Sustainability Gap.

Transcript of Get Going with Green - Closing the Sustainability Gap

  • 1. Get Going with GreenClosing the Sustainability Gap

2. OgilvyEarth is the global sustainability practice within the Ogilvy &Mather Group.We help brands harness the power of sustainability, through strategicplanning and communications.We work with visionary companies that are looking to makesustainability a growth driver for both their business and thecommunities they serve. 3. There is a yawning gap between peoples claimed and actual sustainable behavior. At Ogilvy Earth, we call it the Sustainability Gap. 4. Claimed behavior 50% said they use renewable energy at home 50% 52% said they avoided using plastic bags 38% 38% said they used alternative automobile fuel 52%Research by Landor Associates, 2008. 5. A problem with researchPut the question in a survey, and respondents will tick the answers that make themlook good.Claiming to be green is the politically correct thing to say. 6. When people claim they are green,it is because they already have theknowledge that they need tochange their behaviors.They are concerned, but they feelpowerless. 7. Whose responsibility? Chinas green stimulus, announced in 2009, is simply the largest in theworld, with USD 221 billion - 34% of the total stimulus package -committed until 2020. 2009221034% %PowerObligation Action Government65.8 56.7 42.7 Corporations10.6 25.8 15.8 Individuals23.517.5 41.3Quantitative study amongst 1300 respondents across China. 8. Whose responsibility? Chinas green stimulus, announced in 2009, is simply the largest in theworld, with USD 221 billion - 34% of the total stimulus package -committed until 2020. 2009221034% %PowerObligation Action Government65.8 56.7 42.7 Corporations10.6 25.8 15.8 Individuals23.517.5 41.3Quantitative study amongst 1300 respondents across China. 9. A focus on compliance,cost & image 84% companies said that environment protection isimportant to them because it is a legal requirement 84% 79% said it was a brand image necessity 79% Only 19% said they were promoting the sales ofenvironment friendly products 19%Chinese companies in the 21st century, A survey of Social Responsibility &Sustainability of Chinese companies, Worldwide Fund for Nature, April 2010 10. 53% of our respondents said that thegreen options in the marketplacewere too expensive.53% 11. Regular Eco-friendly/Organic400 3200Regular vs bamboo frame bicycle271383 kg of fresh vegetables18-26 588 pack roll of toilet paper300 750Double occupancy per weekend night 12. Time & money as barriers& If they had more moneyIf they had more time37% would ride abike to work 29% would buy energy saving appliances27% would usecloth nappies 42% would buy eco-42% would save friendly detergentselectricity 45% would drive a38% would hang hybrid / electric carclothes out to dry 13. A sense of entitlement Were only beginning to enjoy thefruits of our prosperity, and you wantus to stop? 55% of our respondents are driven byconvenience for their purchases55%Only 18.6% said they would limitconsumption.18.6% 14. Official, formal discourse Accurate vocabulary played back School based, formal learning 40% learned about sustainability in school Showcases: Olympics, Expo These emphasize government role 40% 15. Chinese consumers are confronted by an overload ofclaims and certifications that they feel they cannottrust. 16. The idealism of Green HeroesThe badge that the Eco-chic wearCreates a distance 17. But theres hope. 18. A willingness to act 67% believe that their efforts did count67% 69% said that if environment friendly products wereavailable at the same price point, they would purchasethem69% Not entirely closed to the idea of paying a small premium 71% are happy to pay up to 10% more 71%10% 19. The opportunity 90.7% believe that the sustainability movement ison the upswing90.7% 78% said they would rather be given guidelines onhow to live a sustainable life & do it themselves,than it be legislated78% 80% would like to receive recognition from theirpeers for their positive green behaviors80% 20. We need ... easier pathways to embrace the sustainability opportunity. greater recognition and positive reinforcement of good behaviors. to come up with solutions together. to assume greater responsibility for our actions. 21. The solutions lie in understanding the everyday livesof people.The answers are embedded in their overallconsumption ethic. 22. 24 families and young individuals. 3 cities324 Whilst engaging with the subjects, it became clear to us that no matter how misguided or skeptical an individual might be, there is still an opportunity to engage in a dialogue that favors sustainable behavior. 23. Flexible progressives Often with a background ofdeprivation Get a kick out of maximizingresources & efficiency Zhou, 38, and his wife Wang from Anhui. 24. Flexible progressives Use energy-saving light bulbs; haveplants to soak up the carbon; do halftheir laundry by hand Proud of their green achievements,but do not feel the need to comparethemselves with others Power shared equally at homeZhou, 38, and his wife Wang from Anhui. 25. Flexible progressives Arrival of their babyprovoked a heightenedconsciousness ofsustainability Willing to accept hand-me-down clothes from relatives Shop at local wet market: A green lifestyle starts fromcheaper and fresher individuals and families who want tomake their environment green and sustainable, then the community andfinally, the whole city. 26. -Heroes amongst us.-Bring men & women equally into thediscussion.-Use critical moments in life, such aschildbirth, to motivate action.--- 27. Misguided materialists Avid consumers, driven by personalinterests & comfort Green reducible to an aesthetic Unequal power equation betweenthe genders A clear image of what constitutes agood life Gao Xudong, 28 yrs, withhis family China must ensure everyone has enough to eat first, before we can be too concerned about sustainability. 28. Misguided materialists Su Liang & Fei Jia, Wuxi The more, the better An irrational, but deep fear that wealth gained might be lost Most engagement with sustainability issymbolic Groping for answers 29. -Address deep insecurities that lead tohoarding.-Provide incentives for de-cluttering andsharing.-Tackle the misperception that green isjust about aesthetics.--- 30. Green is not only a reputationopportunity for corporations,rather it is a marketingopportunity in itself. 31. Future Pathways for Behavior ChangeMainstream, not model Products, not policyChoice, not constraint Everyday, not just Earth DayDialogue, not decree Conscious, not conspicuous Personal, not planetCollaborate, not confront Incentive, not invectivePluralize, not polarize 32. Mainstream, not modelThere are plenty of mainstream green behaviorsthat warrant active encouragement:Cycling, sleeping on straw mats in summer,carrying ones own water flasks, etc.Rewarding these behaviors would encouragethose who think sustainability is only for thewealthy or altruistic. 33. Products, not just policyIs there anything in your existing products and services that canbe highlighted as being sustainable?Do manufacturing and / or transportation innovations result inless impact on the environment?If they do, let the consumer know.And then start innovating. 34. Everyday, not just Earth DayThis is important to overcome thechallenge of tokenism.We need innovation, not abstinence. 35. Incentive, not invectiveCreate incentives for both individual andcommunity adoption.Solar heaters with toilets!Additional marks for spreading the wordin your family! 36. Dialogue, not decreeWhen the engagement is based on compliance, all we do is follow the rules and forgetabout it. But we talk about brands all the time.Closing the sustainability gap calls for conversations. The chopstick forest got Beijing talking. No law banning disposable chopsticks was required. 37. Acting on these insights Dig deeper into the families homes to uncover insightsfor Ikea Use these insights to generate hypotheses for you Test those hypotheses with your customers Accompany some of your shoppers on their journey Understand how your sustainability initiatives are getting through Ikea 38. Thank you.