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A Presentation about the deep-seated anxiety consumers and clients feel about Climate Change and the leadership role brands and businesses can take in empowering people to address the future with confidence.
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IT’S IN IT’S IN YOUR HANDSYOUR HANDS
The futureThe future
““I command an I command an army of one.”army of one.”
TOYOTA LEXUS TOYOTA LEXUS FUJI XEROX FUJI XEROX
AUSTRALIA AUSTRALIA POST AMEX POST AMEX MACQUARIE MACQUARIE BANK AMP BANK AMP NATIONAL NATIONAL
MUSEUMMUSEUM
FREDFRED HOLLOWS HOLLOWS FOUNDATIONFOUNDATION POWERHOUSEPOWERHOUSE MUSEUM MUSEUM COLONIAL COLONIAL STADIUM STADIUM UNISYS IBM UNISYS IBM BHP IT BHP IT CHANNEL 7 CHANNEL 7 HICHIC
I left the relative calm of this…I left the relative calm of this…
Then I fell into the future head Then I fell into the future head first…first…
““Uamby” 75mls in 35minsUamby” 75mls in 35mins
““Uamby” 75mls in 35minsUamby” 75mls in 35mins
Adapting to Climate ChangeAdapting to Climate Change
Enjoying the rideEnjoying the ride
““Uamby” 2 weeks after 75mlsUamby” 2 weeks after 75mls
Rested PaddocksRested Paddocks
Sacrifice PaddocksSacrifice Paddocks
Sacrifice PaddocksSacrifice Paddocks
““Uamby” 2 weeks after 75mlsUamby” 2 weeks after 75mls
NeighboursNeighbours
NeighboursNeighbours
Conventional Conventional Farming Farming
Carbon Carbon Farming Farming
Milestones 2006-2009Milestones 2006-2009• First order for Australian soil carbon from Chicago
Climate Exchange 2006• US tour: links with senior scientists & economists 2006 • World’s first Carbon Farming Expo & Conference 2007• “Soil Science Summits” between farmers and
scientists 2007• Uncovered “Bad Science” in National Carbon
Accounting System 2007• First sales of Australian Soil Credits to start the
Australian Voluntary Market 2007• Soil Carbon Trading on platform of all parties Federal
Election (except Government) 2007• Started the process in NZ (Government action) 2008• PM Rudd announces soil carbon on national agenda
2008• Minister Burke announces $26m research funds for
soil carbon 2009
Campaigning for Soil Carbon Credits… Campaigning for Soil Carbon Credits…
Lobbying
Publicity
Information
Advocacy
Research
Education
Lobbying
Publicity
Information
Advocacy
Research
Education
Spreading the Spreading the wordword
Lobbying
Publicity
Information
Advocacy
Research
Education
Meeting the Meeting the scientists & rebelsscientists & rebels
Lobbying
Publicity
Information
Advocacy
Research
Education
Meeting world expertsMeeting world experts
Carbon Farming Carbon Farming Expo & Conference Expo & Conference
Mudgee 17-18 Mudgee 17-18 November 2007November 2007
Soil Carbon Soil Carbon On The National Agenda On The National Agenda
““I am hearing more I am hearing more and more about the and more about the possible potential possible potential of enhancing the of enhancing the carbon stored in carbon stored in our soils… [The our soils… [The Government will] Government will] investigate how investigate how better soil better soil
management can be management can be part of Australia’s part of Australia’s response to climate response to climate
change.”change.”
PM Kevin RuddPM Kevin Rudd4 March 20084 March 2008
““You singlehandly You singlehandly barnstormed the barnstormed the issue onto the issue onto the national agenda… national agenda… We wouldn’t be We wouldn’t be having this national having this national debate over soil debate over soil carbon if it wasn’t for carbon if it wasn’t for you.”you.”
- Matthew Cawood, - Matthew Cawood, Science & Environment Editor, Science & Environment Editor, Rural Press “The Land”Rural Press “The Land”
A SENSE OF A SENSE OF URGENCYURGENCY
The Climate Change Opportunity
• “We’re all in this together”
• “I command an army of one”
• Replace gestures with meaningful action
• Imagine the future
“A failure of imagination”
QuickTime™ and a decompressor
are needed to see this picture.
US Security Agencies failed to imagine the future:
Commission of Enquiry
The 5 Foundational Insights
• Pareto Principle– ‘Not all customers are equal’
• Loyalty Ladder– ‘Your customer is an appreciating asset’
• The Will to Community– ‘Helping customers to build communities’
• Maslow’s Hierarchy of Needs– ‘Learning to find your customers secret hot spot’
• Customers Cannot Be Satisfied– ‘Going beyond the customer relationship’
The 1st Foundational Insight
Pareto Principle
‘Not all customers are equal’
Pareto says the rich are always with us
The 2nd Foundational Insight
The Loyalty Ladder
‘Your customer is an appreciating asset’
ProspectProspect
CustomerCustomer
SuspectSuspect
Repeat CustomerRepeat Customer
ClientClient
AdvocateAdvocate
Loyalty LadderLoyalty Ladder
Relationship drives word of mouthRelationship drives word of mouth
AdsAdsPublicityPublicity
MailMail
EventsEvents
Word Of MouthWord Of Mouth
Web visitsWeb visits
Word of Mouth:“Why I Try New Products”
Mintel asks 7,000 Europeans
Word of Mouth:“Why I Try New Products”
Mintel asks 7,000 Europeans
Celebs TV ads Sample Discount Friends
60%
36% 37%44%
11%
Who do you believe about Who do you believe about Mad Cow Disease?Mad Cow Disease?
87%80% 79%
75%
15% 12% 8%
0%10%20%
30%40%
50%60%70%
80%90%
Family Friend EnviroOrg
Drs Media Corp Govt
British consumers’ sources of information about BSE British consumers’ sources of information about BSE University of East AngliaUniversity of East Anglia
%
Existing customers
Prospects
New customers
°°°
Retail channels°°
Ad agency
staff
Client staff
Agency CEO
Client CEO
Client’s wife
ClientAgency account
executive
Agency creative
team
Brand “Insiders” Brand “Outsiders”
Target Audience
°Dale Carnegie Organisation °°Toyota Motor Corporation Australia °°°Ford, USA, Ogilvy & Mather
Who notices ads?Individuals engage with communications in direct proportion to their level of personal involvement°
The Credibility League Ladder*
*Boomerang! Research for several clients
1. Personal experience1. Personal experience
2. Friend’s 2. Friend’s
recommendationrecommendation
3. Stranger’s 3. Stranger’s
recommendationrecommendation
4. News report4. News report
5. Expert opinion5. Expert opinion
6. Company newsletter6. Company newsletter
7. Promotional mail7. Promotional mail
8. Advertising8. Advertising
9. Sales person9. Sales person
MostMostbelievablebelievable
LeastLeastbelievablebelievable
The 3rd Foundational Insight
The Will to Community
‘Helping customers to build communities’
FANSFANS
How “Community” Can Work For You
FANSFANS
How “Community” Can Work For You
FANSFANS
How “Community” Can Work For You
FANSFANS
How “Community” Can Work For You
The 4th Foundational Insight
Maslow’s Hierarchy of Needs
‘Learning to find your customers secret hot spot’
What do humans need most?
Food Clothing ShelterFood Clothing Shelter
GrowGrow
EsteemEsteem
BelongingBelonging
SafetySafety
Maslow’s Hierarchy of Needs
The 5th Foundational Insight
Customers Cannot Be Satisfied
‘Going beyond the customer relationship’
“We hold these truths to be self-
evident, that all men are
created equal, that they are endowed by their Creator
with certain unalienable Rights, that among these
are Life, Liberty and
the pursuit of
Happiness.”
The Declaration of Independence
July 4, 1776
Average incomes have
more than doubled in the past 50 years.
But people are no happier.
QuickTime™ and a decompressor
are needed to see this picture.
Consumer SocietyConsumer Society
Market EconomyMarket Economy
Can all our needs be Can all our needs be met by spending met by spending
money?money?
Consumer Anxiety
Global TerrorismGlobal Financial Crisis
Global Swine Flu Pandemic
No. 1Concern
Global Warming
CLIMATE CHANGE
“The distance from awareness to despair
is short.”
We have a psychological need to feel we can
can control our environment.
The future will be worse than the present?
Syndrome: LEARNED HOPELESSNESS
‘Nothing can be done…’
‘One person can’t make a difference…’
Helplessness “This feeling of futility is the deepest reason for inaction on climate change. Many people won’t make changes
that cost them in any way unless they believe that enough people also will be making the same sacrifice
for it to be meaningful.
“Most people believe that it simply will not be possible to get enough people, corporations or governments to
make the changes necessary to save the world.”
Hopelessness
“This is despair.
“Hopelessness forestalls action.
“Without action, there is no hope.”
Symptoms
Eating disordersRelationship problems
Delusions
Denial The main barrier to action on climate change is Denial: many people are in denial about the crisis because it
arouses intolerable levels of fear, guilt, sadness, hopelessness.
Communicate with them in ways that don’t arouse these feelings.
Marketing with Climate Change
“Buy this product and save the planet.”
GREENWASHACCCAANA
“Choose us because we’re carbon neutral.”
WHO CARES?
“Pay a little more and we’ll stop polluting…”
QANTAS
Are your people on board?
• Landcare Australia blasted by volunteer for Coca-Cola Amatil Mount Franklin tie up
• Coca-Cola pays Landcare Australia $150,000 to plant 250,000 trees to offset greenhouse gas emissions generated by the manufacture and distribution of 8 million plastic bottles.
Are your people on board?
• "The people who care for the land don't need to be used by a corporate giant who is only interested in greenwashing public opinion and tricking people living in the city into thinking they are doing the correct thing by the environment by purchasing their product.”
– Nanette Lamrock, Armidale NSW
82% want to buy green
• Melbourne-based consumer research company Mobuim
• consumers wishing to ‘do the right thing’ by the environment via their purchasing choices
• Rose from 62% to 82% since last year• number of consumers who seriously doubt
‘green’ claims increased significantly • 88% of consumers wary of claims companies
make.
The toilet paper test
• Australians spend $500 million/year • $20 million recycled paper• Category in decline
• "Using recycled toilet paper is a no-brainer yet people are not prepared to make the sacrifice on their arse."
– Joe Hancock, managing director of Gorilla Communications which developed the Quilton ad campaign Loves your Bum.
Marketing inside Climate Change
“The power of small committed group.”
“We’re all in this together.”
“I command an army of one.”
The 9 Actions arising from the 5 Insights
• THINK SMALL: Small groups of like-minded people can be very effective.
• THINK BIG: People are looking for ways to extend themselves.
• THINK BIGGER:The potential impact of a positive outcome must be leveraged and massive.
• EASE THEIR PAIN AND YOU WILL GAIN: Engaging customers as individual people in activity that reduces their anxiety will earn their loyalty and advocacy.
The 9 Actions arising from the 5 Insights
• KINDLE THE FLAME: Engage their passion. • REACH OUT: You don’t have to do it alone.
Recruit other businesses. Form ‘Clusters’.• COME CLOSER TO HOME: Engage your family
- build genuine community.• FIND YOURSELF THERE: Engage your passion.• ACT NOW: Optimism can replace Hopelessness
through Action.
Case Study # 1: Making the client a hero in the staff & customers’ eyes
Case Study # 2: Making the client a hero in the PM’s eyes
Problem: Getting through the CEO’s door• CAD/CAM design firm Concentric Asia Pacific having trouble getting
senior executive access in prospect companies such as Qantas, Mitsubishi, Boeing.
Solution: Build a Trojan Horse• Formation of Re-Engineering Australia Forum - a grassroots corporate
movement designed to break the back of the tyranny of distance for Australia by creating high tech industries in remote & rural areas
• Forum also promotes engineering scholarships & competitions for young Australians
• All prospects & customers invited to join• Prime Minister officiated at 2002 REA dinner, attended by hundreds of
people• Concentric’s sales levels break all records • CEO now gets inside every door
The Re-Engineering Australia Forum is a Brand Community Solution.
It engages prospects in a compelling self-interest activity.
It turns them into “brand insiders”.
It puts the two parties on the same side of the table.
Case Study # 2: Making the company a hero in the industry’s eyes
Marketing inside Climate Change v
Engagement Engagement Strategy:Strategy:
Townsville’s Townsville’s Backyard Backyard Soil Carbon Soil Carbon From SpaceFrom Space
Local business Local business sponsor a sponsor a suburb in the suburb in the “Catch the “Catch the CO2 CO2 Challenge”Challenge”
Marketing inside Climate Change v
Engagement Engagement Strategy:Strategy:
Bathurst’s Bathurst’s Community Community Ownership of Ownership of Wind TurbinesWind Turbines
Local business Local business cluster builds cluster builds a community a community around each around each towertower
Regional Business Model for Carbon TradingRegional Business Model for Carbon Trading
Community Community Wind FarmsWind Farms
BiofuelsBiofuels
Big EmittersBig Emitters
Recycled Recycled BiomassBiomass
Community Community Education/ Education/ InvolvementInvolvement
EmploymentEmployment
Sustainable FarmingSustainable Farming
Restored Restored Farm EcologyFarm Ecology
Photo of our wool.
Emissions Reductions and Trading Opportunities
OPPORTUNITY
• All farmers involved have their produce labelled “CarbonCredited™”
• Sold as an emissions-reducing product at a premium.
•Planned GrazingPlanned Grazing
•Pasture CroppingPasture Cropping
•Natural FertilisersNatural Fertilisers
•Tree PlantingsTree Plantings
•Natural Vegetation RegenerationNatural Vegetation Regeneration
•Stock numbers reduced since 2000Stock numbers reduced since 2000
Emissions reductionsEmissions reductions
Photo of our wool.
Wool has an OPPORTUNITY to create the FUTURE
Carb¿nCredited™
Our FUTURE Our FUTURE is…is…