Selling sustainability 31/05/2013 www.futerra.co.uk Everyone - - PowerPoint PPT Presentation

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Selling sustainability 31/05/2013 www.futerra.co.uk Everyone - - PowerPoint PPT Presentation

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Selling sustainability 31/05/2013 www.futerra.co.uk Everyone thinks of changing the world, but no one thinks of changing himself Leo Tolstoy www.futerra.co.uk About us Transformative business strategy Brand storytelling Engaging

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Selling sustainability 31/05/2013

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“Everyone thinks of changing the world, but no one thinks of changing himself”

Leo Tolstoy

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About us

Transformative business strategy Brand storytelling Engaging activation

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IF YOU WANT TO SUBVERT THE DOMINANT PARADIGM…WE NEED TO HAVE MORE FUN THAN ‘THEY’ ARE (and let them know while we’re doing it)

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“Fifty Shades of Green”

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Our Clients

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WWW.FUTERRA.CO.UK

Thought leadership

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IMAGINE WHAT IS THE BIG IDEA? AMBITION

LEADERSHIP SPACE SWEET SPOT WORKSHOP SUSTAINABILITY FRAMEWORTK NARRATIVE + IDENTITY

TRANSFOR M

STORY ACTIVATE

BIG IDEA CONCEPT BRAND STRATEGY

INVOLVE WHAT CAN I DO?

EXTERNAL CAMPAIGNS

I N T

ENGAGEMENT STRATEGY INTERNAL CAMPAIGNS

BRAND STRATEGY COMMUNICATIONS STRATEGY ROLL- OUT BUSINESS STRATEGY

What we do

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

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“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
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The bystander effect

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The fog of concern and the ‘finite pool of worry’…

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The Purpose Communications objectives The Target Knowing your audience The Message What to say The Tactics How to get your message across The Results Measure and learn

Make a plan

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audience

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Know thy audience

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Source: Pat Dade

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Spock Rational Cost/Benefit decisions “ego” Homer Emotional Instincts and habits “id”

Human behaviour, are you...

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No fly Recycling No plastic bags

Impact Willingness

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They’re mad They’re bad They’re lying

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Information/ Incentives Decision

Action! Action?

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Messenger Incentives Salience Priming Infrastructure

What can be done? Try to straighten a few out

Action!

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Exercise

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MAJOR SUSTAINABILITY ISSUES MATERIAL BUSINESS ISSUES

SWEET SPOT

What to change

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message and tactics

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http://www.youtube.com/watch?v=N_Si6Jg8- ds&feature=share

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NBC Green Week

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Coca Cola Recycling King

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direct marketing packaging/loyalty coupons exhibitions word-of-mouth internet events competitions sponsorships local advertising stunts viral photography radio presentations/ speeches roadshows websites & portals posters advertorials interviews webcasting launch events features case studies local celebrity endorsements

channels

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Change-maker messages and tactics

  • Status
  • Showcase
  • Normal
  • Default
  • Ask
  • Messenger
  • Fun
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Thanks lucy@futerra.co.uk