Presentation for Young Leaders League Utrecht University on campaigning for sustainability

Building a movement for Sustainability

Young Leaders LeagueSustainability & Growth21 May 2013

Else Boutkanwww.ElseBoutkan.nlwww.WavesofChange.nl

Sustainability manager is a lousy job

Sustainability! (according to me....)

Leadership versus management

finished = finished & enough = enough | ‘Enlightened self interest’Organizing and people versus technical solutions

Brundtland | Our Common Future

The 7 waves for sustainable change

Water is the blood of the earth

Sustainability? Sustainabalize (?)!

• Our biggest problems are our own problems

• Mindset > intention > action

• A road full of dilemma’s

What is sustainability according to you?

• In 3 words....

>> share sustainability!

Draagvlak en Weerstand : Hokjes en Stickers

Kennen = ook: zijn ze belangrijk voor je? Kun je er omheen?

Support and Resistance

Social diffusion | Tipping point

Social proof | Cialdini

Cultural Creatives

Chaos in transitions

Cultural Creatives

Cultural Creatives:• Are concerned about the planet and want to

pursue a sustainable lifestyle• 10 % of population is Cultural Creative• Expected to grow to 20% in the next few

years• Characteristic of a cultural creative: the feel

as an exception

Cultural Creatives are able to start a movement: localise and then connect!

Chaos and transitions

• Think old – act old : business as usual• Think new – act new: frontrunners: leaders towards a new

situation• Think old – act new : bla-die-bla’s greenwashers• Think new – act old: are ‘aware’ but unable to transform

this towards necessary behaviour (costs, knowledge, network, ...)

Social diffusion

EarlyMajority

LateMajority Laggards

EarlyAdopters

Innovators: 3%>frontrunners!

Tipping Point

(Malcolm Gladwell, The Tipping Point; how little things can make a big difference, Abacus 2010)

• The Law of the Few: connectors, mavens and salesmen: the nature of the messenger

• The Stickiness Factor• The Power of Context

Where to start a sustainability movement in Utrecht? With Martine and Tyra and ...

Where to start a sustainability movement in Utrecht?

What do we learn from Nudge and other succesfull campaigns?

Factors for succesfull campaign:• Name & logo: branding• With ’real people’• Visible : every individual contribution• Report progress and results• Long run

Fundraising campaigns:Make it happen > See it happen!

Akvo.org

Fundraising campaigns:Make it happen > See it happen!

How to start a movement?

http://www.youtube.com/watch?v=V74AxCqOTvg

How to start a movement?Servant leadership

Let’s do it

- http://www.youtube.com/watch?v=A5GryIDl0qY

Let’s do it : country clean up

The 7 Waves for Sustainable Change

1. Organizing support instead of managing: focus on frontrunners, not on resistance

2. Be a Wavemaker! Find and trust your own purpose and passion

3. Include building a movement in your ‘management’ goals

4. Aim for a tipping point (3%)5. Build a smart campaign6. Only apply persuation if there is no other

way7. Celebrate, share, be proud and start all over

again.