1. People Change
When Their
Colleagues Change:
Social Media
Motivating Action at
Work
Behavior Energy & Climate Change
Conference
December 2011

2. New Unilever Australia Campaign
2 CONFIDENTIAL

3. New Unilever Australia Campaign
3 CONFIDENTIAL

4. New Unilever Australia Campaign
4 CONFIDENTIAL

5. Why?
• Only way to achieve the
growth we envision over next
10-30 years
• We frankly can’t do it unless
everyone is involved
• Small actions, big difference
theme
Emma Peacock, Corporate Affairs,
Australia & New Zealand
5 CONFIDENTIAL

6. The Impact
 Savings: Sustainability culture saves DuPont billions
 Environment: Carbon, energy, waste, health, water goals
 Market Performance: High sustainability firms outperform
low sustainability firms in both stock market and
accounting performance (HBS, 11/2011)
 Talent: 92% of Generation Y is more likely to work for an
environmentally-friendly company. 63% of all women
surveyed want their companies to become more
sustainable.
6 CONFIDENTIAL

7. Importance of adding visibility to efforts
 Social norms in the workplace are powerful influencers
 Sustainability norms often invisible
 Social media can bring visibility to social norms and
influence behavior…in the workplace
 READ Cialdini if you haven’t
7 CONFIDENTIAL

8. Sustainability 2.0:
 Over 50 global companies are using social media to
promote sustainability engagement
 76% of sustainability professionals believe investment in
sustainability-themed social media will help gain market
share or increase the size of the overall market
 Companies increased internal recognition of sustainability
goals by 10-15% through use of social media and had
increased compliance with strategies
SB Insights Report, 2011
8 SBCONFIDENTIAL

9. Sustainability themed social media looks like?
 Social comparison tools
 Building Dashboard Network
 Social collaboration tools
 Zimride
 Social recognition platform
 Practically Green
9 CONFIDENTIAL

10. Building Dashboard Network/Oberlin
10 CONFIDENTIAL

11. Zimride/Harvard
11 CONFIDENTIAL

12. Practically Green/Seventh Generation
12 CONFIDENTIAL