Upload
innovatiecentrum-limburg-vzw
View
573
Download
0
Embed Size (px)
DESCRIPTION
Citation preview
We believe transforming the climate crisis into a restorative economy is urgent, smart and profitable.Futureproofed presentation
Tuesday 30 October 12
We deliver bold, sustainable business solutions for energy, transport and food creating value today and tomorrow.
Tuesday 30 October 12
verwachtingen op flip
mijne : duurzaamheid: waarom, wat en hoe ?
noot : nl sessies over verschillende dagen : nu veel info
Tuesday 30 October 12
1
Duurzaam innoveren ?
- Waarom en wat ? -Voorbeelden en waar zit de markt ?
1u
sense of urgency => sense of opportunity
Tuesday 30 October 12
World Economic Forumin collaboration with :
Marsh & McLennan Companies Swiss Reinsurance CompanyWharton Center for Risk Management, University of PennsylvaniaZurich Financial Services
Global Risks 2011Sixth Edition An initiative of the Risk Response Network
World Economic Forum January 2011
Climate changemost important risk
of next 10 years
(January 2011)
WORLD ECONOMIC FORUM
Tuesday 30 October 12
Figure 1 | Global Risks Landscape 2011: Perception data from the World Economic Forum’s Global Risks Survey
Economic RisksAsset price collapseExtreme commodity price volatilityExtreme consumer price volatilityExtreme energy price volatilityFiscal crisesGlobal imbalances and currency volatilityInfrastructure fragilityLiquidity/credit crunchRegulatory failuresRetrenchment from globalizationSlowing Chinese economy (<6%)
Environmental RisksAir pollutionBiodiversity lossClimate changeEarthquakes and volcanic eruptionsFloodingOcean governanceStorms and cyclones
Societal RisksChronic diseasesDemographic challengesEconomic disparityFood securityInfectious diseasesMigrationWater security
Geopolitical RisksCorruptionFragile statesGeopolitical conflictGlobal governance failuresIllicit tradeOrganized crimeSpace securityTerrorismWeapons of mass destruction
Technological RisksCritical information infrastructure breakdownOnline data and information securityThreats from new technologies
Econ
omic
impa
ct (b
illion
$)
Likelihood of occurring in the next 10 years
Tuesday 30 October 12
Haïti Dominican Republic
The climate project
Ecosystem services:“interest” onnatural capital
Living systems (capital)Ecosystem services (interest)
Ecosystem services
• Water purification• Flood management• Pollination• Buffering extreme weather• Soil formation• Photosynthesis:
CO2 to O2
Ecosystem services
Tuesday 30 October 12
Tuesday 30 October 12
Source: University of Alaska - Fairbanks/INE, 2007
Tuesday 30 October 12
Risk of water shortage
Risk of coastal flooding
Millions at risk in 2080s3500
3000
2500
2000
1500
1000
500
0
350
300
250
200
150
100
50
01,0°C 1,5°C 2,0°C 2,5°C 3,0°C
Hun
ger,
mal
aria
, floo
ding
(mill
ion
peop
le a
t ris
k)
Risk of hunger
wat
er s
hort
age
(mill
ion
peop
le a
t ris
k)
Global temperature increase above pre-industrial (°C)
Risk of malaria
Tuesday 30 October 12
-20
-15
-10
-5
0
5
10
15
20
25
30
2000 2050
0
11
-10-15
10
26
billio
n to
n CO
2 / y
ear
Emissions Absorption In atmosphere
Tuesday 30 October 12
0
4
8
12
16
20
USA Russia Belgium E.U. China India Target1,2
2,0
6,0
10,0
12,3
16,0
20,0
The global challenge is immenseto
n C
O2
e/ p
erso
n*ye
ar
-90 % by 2050
Tuesday 30 October 12
Tuesday 30 October 12
FACTOR 10IS
NECESSARYPOSSIBLE
ATTRACTIVEPROFITABLE
Tuesday 30 October 12
Tuesday 30 October 12
From Dan Esty “Green to Gold”
short term(more certain)
long term(less certain)
Boost upside
Reducedownside
Revenues Intangibles
Costs Risks
Tuesday 30 October 12
Arup Drivers of Change cardsTuesday 30 October 12
VISIONWITHOUT
EXECUTIONIS
HALLUCINATIONTHOMAS EDISON
Tuesday 30 October 12
Large scale consumption mapping covering 74% CO2 impacts households and 43% budget
20%
17%
6%Energy
Transport
Food 16%
31%
27%
74% CO2 households 43% budget households
CO2 Budget
A B
----
----
scope 1 & 2
transport van personen
scope 1 & 2
televisie thuis
scope 1 & 2
niet energie
Fermob colors
materialen & diensten
transport van personen
energieverbruik
vaste activa
vracht
direct afval - water
afval verpakking producten
niet energetisch
Future-proofed
Future
proofed
Understanding consumption shifts within these 3 sectors is important for both environment as business success.
Tuesday 30 October 12
1. spend less money on transport
2. concern over environmental impact
3. spent less time in traffic jams
53
56
83
% Belgian consumers
Solving top 3 concerns mobility is good for both climate and business
Tuesday 30 October 12
HOW ?
Reduce need for transport
Combine transportation needs
Reduce need for energy : make vehicles lighter
Use renewable sources (energy & materials)
Tuesday 30 October 12
Replacing business travel by high-definition, low-latency telepresenceBoosting productivity: cutting costs, time, fuel, stress, and carbon
CISCO
Tuesday 30 October 12
From globalized analog production to direct digital local productionSuperior properties with dramatically reduced time, costs, carbon and resource use.
MELOTTE
Tuesday 30 October 12
Tuesday 30 October 12
Tuesday 30 October 12
© 2011
World Economic ForumSupply Chain Study 2009
≡ 24% of good vehicles in the EU are running empty
≡ Average loading of the rest is 57%≡ Overall efficiency: 43%≡ Flow imbalance could only explain half
of this loss
For how long?
Tuesday 30 October 12
Carpooling for cargo
Tuesday 30 October 12
Tuesday 30 October 12
1. keep prices under control
2. urgently find alternatives
3. less environmental impact45
52
84
The energy provider solving the top3 concerns wins most market share today
% Belgian consumers
Tuesday 30 October 12
HOW ?
Tuesday 30 October 12
Using less RenewablesCascade
“ESCO”
Tuesday 30 October 12
Price, packaging and labels are fundamentally sustainability concerns.
1. Stabilise food prices
2. Healthy food with clear labeling
3. Less packaging57
60
70
% Belgian consumers
Tuesday 30 October 12
FAO Food Price Index1990 – June 2012
2002 – 2004 = 100
1990 1995 2000 2005 2010
Source: The Food and Agriculture Organization of the United Nations, 2012
50
100
150
200
Two record food price spikes within three years
2013
?
And another this year? Already,
Corn and soybean futures are at
record highs and still increasing
Tuesday 30 October 12
Brightfarms: rooftop farms at grocery retailerscutting time, distance, costs, carbon and water from produce supply chain
URBAN AGRICULTURETuesday 30 October 12
Walmart Colruyt
Supply chain
control
Choice editing
Tuesday 30 October 12
VISIONWITHOUT
EXECUTIONIS
HALLUCINATIONTHOMAS EDISON
Tuesday 30 October 12
Changing consumption scale0 5 10
21% New Consumers8-10
Kick off the change
49% Future Switchers6-8
Are open for change if secure
30% Conservatives0-3
Hold on to existing Will change when everyone else has
Tuesday 30 October 12
Conservatives
New ConsumersFuture SwitchersConservatives
21%
49%
49%
30%
Tuesday 30 October 12
30% conservatives
• Anxious, poor self-confidence - identity comes from the group
• Focus on myself, ego-centric attitudes, escapism,
• Status quo, avoid risks, safety, routine ...
• The world is ending ... but it is not my fault : withdrawal, uninvolved
• Status, security, luxury, materialism
Socio Demographics
Gender : 55% FemaleLanguage : 68% DutchRegion : 67% Nielsen 1-2
The typical conservative is a young insecure Flemish girl, holding on to what she has.
Tuesday 30 October 12
13%
10%
12%
29%
23%
12%
18%
35%
30%
16%
22%
40%
Even if significantly less effective behaviour changes, still important potential of this group requires new products as well
% Past Behaviour % Current Behaviour % Future Behaviour
Tuesday 30 October 12
49% Future Switchers
• Group, bonding, human, social
• Still with distinct sense of direction, on the move, open minded, confirmation
• Security, routine, evidence, proofLittle push in the back, take away the risk, labels
• Family, home, simplicity, at ease
• Conscious, involved, responsibility
Socio Demographics
Gender : mixedLanguage : 54% DutchRegion : 20% Nielsen 3
and 5
Future Switchers want to make the difference as a group. Take away all risks and you will get them to act.
Tuesday 30 October 12
29%
19%
23%
36%
47%
21%
37%
47%
83%
35%
48%
60%
Vast majority will accelerate changed behaviour in energy. Also food is 1 out of2. For mobility, changes will be initiated by New Consumers first.
% Past Behaviour % Current Behaviour % Future Behaviour
Tuesday 30 October 12
• Made it, ambition, can do and influence, change maker & driver
• Dynamism, positivism, extravert, outgoing, social >< internal locus of control
• Straightforward, requires transparency, reliability, stability, responsibility, expertise
• Realism, pragmatism, hands-on solidarity, rational planner
21% New Consumers
Socio Demographics
Gender : 54% menLanguage : 53% FrenchRegion : 31% Nielsen 3
and 5
New consumers are babyboomers who have made it, are convinced things need to change and will influence others
Tuesday 30 October 12
27%
17%
24%
42%
70%
42%
57%
65%
97%
72%
77%
77%
This is less about inspiring and much more about engaging.
% Past Behaviour % Current Behaviour % Future Behaviour
Tuesday 30 October 12
Changing consumption scale0 5 10
30% Conservatives0-3
49% Future Switchers6-8
21% New Consumers8-10
Apply different market levers pending segment maturity
Kick off the changeAre open for change if secure
Hold on to existing Will change when everyone else has
Seeing=
Believing=
Doing
Make it simple,
accessible, low risk
Comply withcomfortzoneMore serviceLower price
Tuesday 30 October 12
Understand the levers for successful communication
Rat
iona
lEm
otio
nal
You prescribe them You inspire them They screen youAdult-to-child
communicationAdult-to-adult
communicationAdult-to-adultco-creation
OpportunityNecessity
Educational
NurturingSecurity
Reassurance
SimpleMatureOpen
Guidance
AspirationalSocial bonding
Involvement
TransparantExpertisePragmaticAnalytic
CommittedEmpowered
30% Conservatives0-3
49% Future Switchers6-8
21% New Consumers8-10
Tuesday 30 October 12
2
Duurzaam innoveren ?
- Hoe ? -In 3 stappen: denkkaders
A. StrategieB. Vermarkten
Tuesday 30 October 12
Hoe zal duurzaamheid uw business significant impacteren ?
- Stap 1 en 2 -
€ x x
Hoe kan business innovatie duurzaamheid significant impacteren ?
20min uitleg40min oefening
leidvragen : niet exhaustief
voorbeeld op echte case in bundel
Tuesday 30 October 12
1 Bedrijfslocatie zelf
2 Uw keten
3 Uw klant/de klant van uw klant
Tuesday 30 October 12
Tuesday 30 October 12
Scope 1&2 CO2 emissions Scope 1&2&3 CO2 emissions
x20
x50 and more...
Tuesday 30 October 12
GOOD BAD FIRM INTENTIONS
1 Bedrijfslocatie zelf
€
Hoe zal duurzaamheid uw business significant impacteren ?
Hoe kan business innovatie duurzaamheid significant impacteren ?
Hoeveel % van uw kosten zijn grondstofkosten en energie/water ?
Is de visie van uw bedrijf duidelijk ? Zijn de waarden duidelijk en worden
die nageleefd ? Hoe inspirerend is de visie van uw
bedrijf ?
Kent u uw CO2 uitstoot, weet u waar de belangrijkste focus ligt om deze te
verminderen ? Idem voor water ?
Kent u de relatie tussen CO2 uitstoot en uw winst ? Weet u hoe u uw afval
kan gebruiken voor productie van energie ... of als nieuwe grondstof ?
Houdt u rekening met prijsstijgingen en alternatieven ?
Tuesday 30 October 12
GOOD BAD FIRM INTENTIONS
€
2 Uw keten
Hoe zal duurzaamheid uw business significant impacteren ?
Hoe kan business innovatie duurzaamheid significant impacteren ?
Wat zijn uw belangrijkste afhankelijkheden van leveranciers/
partners ?Hoe evolueren grondstofprijzen ?
Hoe bindt u deze belangijke leveranciers/partners aan u ?
Hoe worden zij geïmpacteerd door duurzaamheid ?
Hoe controleren uw klanten u : tot hoever moet u kunnen instaan voor
leveranciers ?
Zijn er alternatieven voor uw belangrijkste grondstoffen ?
Zijn concurrenten nieuwe samenwerkingen/consortia aan het
opzetten ?
Hoe evolueren de grondstofprijzen voor uw concurrenten ? Legt u hen cradle2cradle maatregelen op (kan
u) ?
Tuesday 30 October 12
GOOD BAD FIRM INTENTIONS
€
Hoe zal duurzaamheid uw business significant impacteren ?
Hoe kan business innovatie duurzaamheid significant impacteren ?
3 Uw klant/de klant van uw klant
Welke 20% klanten/projecten doen 80% van uw omzet >< winst ?
Welke marktsegmenten ontbreken en zouden belangrijke omzet kunnen
betekenen ?
Hoe voelen zij ‘duurzaamheid’ ?
Wat kan u bieden om hun probleem op te lossen ?
Kunt u uw eigen duurzaamheidsinitiatieven makkelijk
omschrijven en geloofwaardig maken ?
Wat doen uw concurrenten, zijn er indicaties dat zij innoveren/
partneren ?Slagen ze / wat zijn hun
moeilijkheden ?
Bent u de markt voor ? Is er nog onvoldoende rechtstreeks voordeel aan uw duurzaam product lost het wel ook een klantenprobleem op ?
Creëert uw duurzaam product niet elders een probleem ?
Voor u aan cradle2cradle toe : heeft u eerst gedacht aan materialen-
efficiëntie ?
Tuesday 30 October 12
40 min oefening
in 3 groepenop 1 voorbeeld (of 2)
Tuesday 30 October 12
Duurzame product innovatie
Wat en hoe communiceren ?
- Stap 3 -
inzicht x propositie x storytelling x activatie
20min uitleg40min oefening
Tuesday 30 October 12
Activation
Storytelling
Proposition
Insight
4. How do you get your consumer to act and buy ?
3. How do you tell your story for maximum appeal ?
2. What is your proposition ? How does it solve your customer’s problem ?
1. Which customer problem/job do you solve ? What is the customer insight ?
Tuesday 30 October 12
Every successful business gets something done for someone.
Activation
Storytelling
Proposition
Insight
#1. Insight
Tuesday 30 October 12
“People don't want to buy a quarter-inch drill.
They want a quarter-inch hole”
Theodore Levitt -1975
What job/problem do you solve ?Tuesday 30 October 12
For who (first) ?
Tuesday 30 October 12
Getting under your customers’ skin
5 min individual exercise
Tuesday 30 October 12
What if job could be done faster-cheaper-with more guaranteed output ?
pains gains
fearsfrustrationsobstacles
wants/needsmeasures of success
5 min individual exercise
2 people present : try to make 1 sentence in customer words “what if I ...”
Tuesday 30 October 12
#2. Proposition
Every successful business offers a single minded,
new, relevant and credible solutionto offer the target segment’s
problem
Activation
Storytelling
Proposition
Insight
Tuesday 30 October 12
What is a proposition? • Your offering told in 5 or 10 words max (proposition is not
slogan)
• In terms of communications, a proposition should lead to the right words that pull the right people in
• It is the promise I can deliver with my core business
• Should be credible, new, true and relevant for your audience and fit with your insight
Tuesday 30 October 12
How to come up with a proposition?1. Title :
Max 5-10 words, basic idea – written last, no publicity language
2. Accepted consumer belief: “what if I could ....? ”
Need/ problem identified in your market : customer words !(unsolved question/ existing frustration)
3. My single-minded unique and relevant benefit (solving the problem)
1. Rational benefit (functional)
2. Emotional benefit (consequence for people)
4. Reason to believe:
1. Convincing arguments why this solves the problem in a unique way
2. 2 – 3 most important reasons to buy the product
Tuesday 30 October 12
proposition
Why will they buy this product and not another ?
why YES
whyYES
whyYES
whyYES
whyNO
whyNO
whyNO
whyNO
EMOTIONALRATIONAL
5 min individual exercise
Tuesday 30 October 12
Exercise• Title : (max 7 words)
..........................................................................................
• Customer problem/job you need to solve : (customer words)....................................................................................................................................................................................
• How you solve it : ..............................................................................................................................................................................................................................................................................
• Rational benefit : ........................................................................................................................................................................
• Emotional benefit : ........................................................................................................................................................................
• Reasons to believe you : (what makes it relevant and credible)
1. ....................................................................................
2. ....................................................................................
3. ....................................................................................
10 min individual exercise10 min : 2 people present
Tuesday 30 October 12
#3. Storytelling
Good storytelling helps us making our proposition spread and stick
Activation
Storytelling
Proposition
Insight
Tuesday 30 October 12
How to come up with good storytelling ? • Brands use storytelling to make their proposition worth remembering,
make it spread and make it stick
• What is your ‘business as unusual’? And what’s your heritage?
• What group of people has a potential self-interest to spread your story?
• In what larger societal tendency or bigger ideal are we playing a contributing role?
• Who’s my personality? The product, the brand or the company?
• What’s my plot? Connection, challenge or creativity?
• What’s my metaphor?
Tuesday 30 October 12
StorytellingWhat do you want your customer to …
Think
Feel
Say
Do
5 min individual exercise
Tuesday 30 October 12
storytelling
Tell the story so it draws attention and they want to know more
story in about 7 words
key usp key fact
key quote key image
10 min individual exercise10 min : 2 people present
Tuesday 30 October 12
#4. ActivationBeing around at the right moment,
at the right time and place Activation
Storytelling
Proposition
Insight
Tuesday 30 October 12
activation
get
Info chann
el
info chann
el
purchase
channel
purchase
channel
keep
lock-in
intimacyMGM
&NPS
delight
increase
upgrade &
X-sell
service &
maintain
replace &
dispose
recurring
usage
What are the different touchpoints over the customer’s lifetime ? Do you know them and exploit them all ?
10 min individual exercise10 min : 2 people present
Tuesday 30 October 12
activation - prioritisation
Tuesday 30 October 12
We deliver bold sustainable business solutions for energy, transport and food
@katrienbarratTuesday 30 October 12