1. West of England Carbon Challenge (WECC) ‘ Engaging Your People in Cutting Carbon ’ Ed Gillespie Bristol February 2011

2. about us PR & media / strategy / advertising & brand employee engagement / visual & digital

3. Make sustainable development so desirable it becomes normal

4. HAVE MORE FUN THAN ‘THEY’ ARE (and let them know while we’re doing it)

12. Futerra timeline 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010

14. today

18. Complexity

19. IMPACT WILLINGNESS No Fly Recycling No Plastic Bags

20. “ 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

22. 4 things to hate about sustainability communications

23. 1: Being unnecessarily complicated

24. 2: Nagging people

25. 3: Use of guilt / passive aggressive notes

26. 4: Being boring

29. The Golden Circles WHY Why do you do what you do? What is the essence of your brand? HOW How do you do it? Your values and the way you do business… WHAT What are the products and services you offer? WHY HOW WHAT

35. £50M.

38. “ Make stuff that doesn’t suck” Jimmy Wales, Founder Wikipedia

39. changing behaviours

42. Why does this happen?

43. No-one knows/cares? 71% very/fairly concerned 78% personally think climate is changing 78% caused by human activity

45. Mad, Bad, Lying? I mean to but I forget I care but I have other priorities It makes me feel guilty so I ignore it It ’ s too hard It costs too much It takes too long It ’ s not as good as the way I normally do things It ’ s not for people like me It ’ s someone else ’ s job I can ’ t do anything about it I don ’ t have a big impact It won ’ t make a difference anyway

47. mythbusting

49. human behaviour, are you... Spock Rational Cost/Benefit decisions Homer Emotional Instincts and habits

50. Information/ Incentives Action ! Decision Action ?

53. PART 4 INFLUENCING FACTORS

55. PERSONAL FACTORS

56. Habit

57. Agency

58. Present beats future

59. Loss beats gain IS YOUR HOUSE LOSING MONEY?

60. SOCIAL FACTORS

61. Social proof

63. Physical / Environmental INFRASTRUCTURE FACTORS

64. Physical environment

65. Motivating behaviour

66. Enabling/Restricting behaviour

69. Motivation is the activation or energisation of goal-orientated behaviour. (Wikipedia)

70. “ The questions so many people ask- namely, ‘ How do I motivate people to learn? To work? to do their chores? Or take their medicine? ’ - are the wrong questions. They are wrong because they imply that motivation is something that gets done to people rather than something that people do. ” Edward Deci and Richard Flaste

72. Maslow

73. Hertzberg ’ s 2 Factor Theory

76. “ [Involvement in special projects] makes people feel like they ’ re part of the answer—and part of the company ’ s future. ” Mckinsey

78. “ Some sceptics insist that innovation is expensive. In the long run, innovation is cheap. Mediocrity is expensive- and autonomy can be the antidote. ” Tom Kelley, GM, IDEO

80. Wieden + Kennedy

81. Clockwise from left: thank you poster, internal touchpoint stickers, desktop wallpaper, and champions lanyard badges

82. Earth Hour Stickies