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A short maniifesto about how storytelling can be used to engage stakeholders in sustainability issues.
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Designed by
Engaging and motivating through great stories
Storytelling &
Sustainability
Sustainable Management
is a keyword in the corporate strategy
of the 21st century
Only in 2009, global new investment in
$162 billionsustainable energy reached
And the attitude of companies towards
an important indicator of quality
THE GLOBAL 100
RANK COMPANY GREEN SCORE
1
2
3
4
5
6
7
IBM 100.00
99.33
98.51
96.40
94.18
91.48
91.40
Hewlett-Packard
Johnson &Johnson
Sony
GlaxoSmithKline
Novartis
Deutsche Telekom
sustainability issues became
In the USA, 88% of executives report
their company is “going green”
Fonte: Gibbs & Soell Sustainability Report 2010
But only 29% of executives
the majority of businesses are really committed
and 16% of consumers believe that
Fonte: Gibbs & Soell Sustainability Report 2010
That means stakholders are
not truly engaged
We believe that happens because mostcompanies are concerned about proposing
sustainable improvements
WaterEnergyWaste
BiodiversityLabor & Equity
In order to gain prominence
as a sustainable company
WaterEnergyWaste
BiodiversityLabor & Equity
SUSTAINABLECOMPANY
Presenting results that seems to
please their stakeholders
WaterEnergyWaste
BiodiversityLabor & Equity
SUSTAINABLECOMPANY
EmployeesConsumersCommunityGovernment
While in fact, it should happen
in a different way
WaterEnergyWaste
BiodiversityLabor & Equity
SUSTAINABLECOMPANY
EmployeesConsumersCommunityGovernment
Firstly, you gotta identify changes that
stakeholders expect from the company
EmployeesConsumersCommunityGovernment
Bringing that challenges into corporate culture
SUSTAINABLECOMPANY
EmployeesConsumersCommunityGovernment
Which will lead to different resolutions, thatcan benefit all involved in the cycle
WaterEnergyWaste
BiodiversityLabor & Equity
SUSTAINABLECOMPANY
EmployeesConsumersCommunityGovernment
Therefore, involving stakeholders
is the starting point
WaterEnergyWaste
BiodiversityLabor & Equity
SUSTAINABLECOMPANY
EmployeesConsumersCommunityGovernment
SUSTAINABLECOMPANY
By motivating people in&around the company
to spread ideas that matter to them and
share their experiences
EmployeesConsumersCommunityGovernment
So, how to create a context to
TELLTOUCH &
ENGAGE
Telling Great Stories
People need to see and experience things
so they can believe it
Stories approaches people to facts
and show how their conflicts are overcome
Stories can change people’s points of view
and influence their lives
So how storytelling is helping brands to
MOTIVATE &
MAKE PEOPLE ACT
for sustainability?
Let’s see some examples
case #1
Kiva is a non-profit organization that lets you lendto a specific entrepreneur in developing countries
It connects the lender and the entrepreneur
with a great new story in each lending
Stories that touch people, who help others
to lift themselves out of poverty
countries represented by Kiva Lenders
volunteers
98,65% repayment rate
450
The results?
$205.000.000 in loans
909.133 users
211
&
case #2
sustainable practices in their everyday lives
Sustainable Living Contestwas made for Pepsico employees to tell about
Over employees from countries of South America shared their experiences
3400 7
And people voted for the person who had
the most inspiring story of sustainable life
Like the routine of Lilian, one of the 10 finalists
CLICK TO PLAY
These are only two of many examplesof the power of storytelling to inspire and motivate people
stories stand the test of time.
Reports, numbers and racional argumentsare easily forgotten, but
Are you ready to tell yours?
Check more about brands and storytelling clicking at