People Change When Their Colleagues Change: Social Media Motivating Action at Work

Behavior Energy & Climate Change Conference December 2011

New Unilever Australia Campaign

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New Unilever Australia Campaign

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New Unilever Australia Campaign

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Why?

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Emma Peacock, Corporate Affairs, Australia & New Zealand

• 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

The Impact

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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.

Importance of adding visibility to efforts

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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

Sustainability 2.0:

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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

Sustainability themed social media looks like?

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Social comparison tools

Building Dashboard Network

Social collaboration tools

Zimride

Social recognition platform

Practically Green

Building Dashboard Network/Oberlin

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Zimride/Harvard

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Practically Green/Seventh Generation

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