get going with green (english)
TRANSCRIPT
Get Going with GreenClosing the Sustainability Gap
Get Going with GreenClosing the Sustainability Gap
Kunal Sinha Michael Griffiths
There is a yawning gap between people’s claimed and actual sustainable behavior.
At OgilvyEarth, we call it the Sustainability Gap.
We� are� drowning� in� rhetoric.�
Our� words� and� debate� have� overshadowed� our�
Yet,� sustainable� behavior� holds� hope� for� us� as� human�
Get� Going� with� Green
What� is� the� Sustainability� Gap?�
Why� focus� on� individuals� &� families?�
How� do� people� learn� about� sustainability?�
Which� consumer� segments� are� most� likely� to� embrace� sustainability?�
China’s� Greenest� Brands�
Future� pathways� for� individual� &� corporate� behavior� change
Recommended� reading�
A� word� about� research� design� &� sampling
CONTENTS
WHAT IS THE SUSTAINABILITY GAP? W
1�
1
-‐
longtangs
As� much� as� the� Sustainability� Gap� must� be� exposed,� under-‐stood� and� closed,� it� comes� with� an� opportunity.� When� people� claim� they� are� being� green,� it� is� because� they� already� have� the� knowledge� that� they� need� to� change� their� behaviors.� They� are� concerned,� but� they� feel� powerless.� They� already� have�
108�
.� � �
Million tonnes of oil equivalent (Leftscale)
Million tonnes of oil equivalent
US USChina
China
World
1999 2000 2009Tonnes of oil equivalentPer capita (Rightscale)
Tonnes of oil equivalent Per capita
3
9
8
7
6
5
4
3
2
1
0
2500
2000
1500
1000
500
0
WHY CHINA MATTERS
what� China� does� in� the� future� will� have� a� profound� impact� on� not� only� the� local� environment� –� as� in� Wuxi’s,� but� the� global� environment.� � �
.� �
-‐
.� �
4�
5�
6� �
.� �
.� �
To� provide� everyone� in� China� with� a� lifestyle� equivalent� to� those� living� in� Shanghai,� factories� will� need� to� manufacture�
-‐
-‐
When� a� strong� government� takes� on� so� much� of� the�
8
To provide everyone in China with a lifestyle equivalent to those living in Shanghai, factories will need to manufacture 159 million refrigerators, 213 million TVs, 233 million computers, 166 million microwave ovens, 260 million air conditioners & 187 million cars. Jonathan Watts, ‘When a Billion Chinese Jump.’
Projected increase by 2020
Water needs
Wastewater
Particulate emissions
Sulfur dioxide emissions
40%
230-290%
40%
150%
H
WHY FOCUS ON INDIVIDUALS & FAMILIES
that� informants� feel� governments� are� failing� to� deliver� in� their�
responsibility� for� themselves.� �
Government
Corporations
Individuals
68.5
10.6
23.5
19.7
24.5
55.8`
56.7
25.8
17.5
34.9
27.8
37.3
42.7
15.8
41.3
11.8
16.8
71.4
China US China US China US
Power Obligation Action%
-‐
China.� The� cynicism� which� characterizes� public� sustainability� discourse� in� other� parts� of� the� world� does� not� have� a� hold� in� China.� �
Operational sustainability, cost-cutting and the compulsions of compliance
-‐
-‐
-‐
.� �
-‐
.� �
and� saving� cost.� � �
11�
Abide by national & locallaw or standards on
environmental protection
Reduce energyconsumption
Reduce pollutantdischarges
77%
65%
62%
NaturalResources
Impact Areas Weight
40%
20%
20%
20%
Energy andClimate
Supplier orProduct Score
Above Average(top 25%)
10987654321
Below Average(lower 25%)
Average(mid 50%)
Vendor Score
WalmartAssessment
Consumer-facingScore or Mark
MaterialEfficiency
People andCommunity
� in�
�
The Price of Going Green
400 3200
138
58
750
27
18-26
300
Regular bicycle vs Bamboo frame
3 kg of fresh vegetables
8 pack roll of toilet paper
Double occupancy per weekend night
53% of the respondents in our quantitative study said that green options in the marketplace were too expensive.
idea� of� paying� a� premium� for� green� products.
.� �
If they had more money If they had more time
29% would buy energy saving appliances
37% would ride abike to work
27% would use cloth nappies
42% would saveelectricity
38% would hangtheir clothes to dry
42% would useeco-friendly detergents
45% would drive ahybrid / electric car
13
Overcoming the Sense of Entitlement
convenience� drove� many� of� their� purchase� decisions.�
-‐
14
15
-‐
.�
.� �
HOW DO PEOPLE LEARN ABOUT SUSTAINABILITY?
Low carbonConservationBeing naturalHealthBalance
T
School based learning
.� � In�
16�
Words most associated with living a green or sustainable lifestyle
Low-carbon
Conservation
Natural
Health
Balance
18.1%
16.3%
15.5%
14.0%
7.2%
Chinese� consumers� are� confronted� by� an�
they� feel� they� cannot� trust .�
-‐
Certification
�
Traditional values
�
�
to� the� grid.� �
-‐
bridged.
Green Heroes
-‐
L
–� if� the�
less� about� idealism,� easier� and� more� common,� this� vast� majority� would� make� the� switch.� �
WHICH CONSUMER SEGMENTS ARE MOST LIKELY TO EMBRACE SUSTAINABILITY?
2%
30.5%
19.3%
48.2%
Flexible Progressives
Ambitious Futurists
Active Individualists
Ghetto Rebels
Misguided Materialists
Passive Skeptics
Prestige Protectors
Flexible Progressives
the� most� evolved� and� progressive
share� power� equally� in� the� home
“One,� the� government� should� guide� and� educate� people� on�
great� if� people� in� the� same� compound� can� share� a� solar� heater�
Though� brands� should� empower� such� sustainability� heroes
-‐
consumers� need� to� know� that� such� heroes� are� ordinary� people� too,� and�
shared� an� equal� responsibility� for� respondingto� one� another� throughout.� �
The� arrival� of� the� baby� has� provoked� heightened� consciousness� of� sustainability� issues
to� make� their� environment� green� and� sustainable,� then�
the� government� should� do� more� to� educate� people� about� the�
the� government� is� failing� to� educate� people�
a� large� scale
The� grandmother� intervenes� to� demonstrate� her� knowledge�
For Flexible Progressives the motivations for sustainability are:
crucial moments in life such as child birth
Ambitious Futurists
Zou� Mingjun
-‐
but� needs� approval� from� his� peers� too.� �
enterprising�
-‐
He� feels� powerless
-‐
problem� solvingdriven� by� quality� and�
convenience
sense� of� achievement
future-‐oriented.�
acute� lack� of� private� space
would� like� to� be� an� architect� or� fashion� designer
is�
has� an�
handiwork� hobbies
and�
not� given� as� much� thought� to� environmental� sustainability� as� she� suggests
The motivations for sustainability for Ambitious Futurists are:
sustainable� development”� is� about� sustaining� life� per� se
Active Individualists
stand� behind� her� ideals� in� a� discussion.�
economy� remains� primary
-‐
not� afraid� to� lead� others� to� “correct”� their� behavior
no� inconsistency� between� her� ideals� and� the� role� of� the� government
� in�
organize� sustainability�
The motivations for sustainability for Active Individualists are:
We must ensure that their fragile ideals are sustained in practical action and guard against idealistic fervor superseding effectiveness.
Ghetto Rebels
Yuan
Responsibility� for� environmental� problems� lies� with� rich� people.�
He� would� like� to� see� strict�
agency� to� do� anything� about� it
�
The� opportunity� for� � brands� here� is� to� counter� fatalism� by� providing� responsibility.�
be� encouraged� to� see� that� the� problem� doesn’t� end� with�
the� remit� of� the� rich.� �
talented
Sun� Yi
brotherhood� in�
hands.�
Ghetto Rebels could engage with sustainability if we:
disaffected yet talented youth in the community
them to do things together
for rich people
Misguided Materialists
“Green”�
in�
personal� agency
�
but� they� are�
groping� for� answers� really
through.� �
brands� must� counter� the�
even� those� people� working� in�
about� the� concept� of� sustainability
there� are� toys� absolutely� everywhere
display� dynamic.� �
hoarding� is� a� problem
-‐
is� not� a� hero� himself
danzi� xiao
hero-‐worshipper
driven� by� Su’s� mother
needs� heroes
power� of� virility
highly�
luohou
What will motivate Misguided Materialists to embrace sustainable behavior?
unused products away.
on social consciousness.
underlie hoarding
“green” is a just an aesthetic.
changed.� � �
Passive Skeptics
She� has� no� idea� about� sustainability
doesn’t� seem� very� bothered� about� this
But� nothing� about� this� inspired� her
transfer� responsibility�
target� the� group
and� changed.� �
and� reduce� them� to� a� mindless� ask
Wang� Di
distrusts� the� law� and� its� enforcement
sheer� frugality� means� that� they� are� sustainable� in� some� respects
obsessed� with� preserving� what�
accepts� what� she� has.� �
� �
her� responses angered� by� students� who� spend� their� parent’s� money� recklessly� and� therefore� don’t� understand� the� value� of� it
Gu� Yifan
his�
house.� �
by� his� parents
for� anything
in� China!�
do� not� seek�
(perhaps� also,� though� not� necessarily� exclusively,� with� an�
It is possible to engage the Passive Skeptics with sustainability by:
pressure, and group dynamics.
Prestige Protectors
them� by� their� parents
luxury
“THE� MORE� THE� BETTER”� �
everything� is� given� to� them
handed� to� her� too.�
felt� “forced� to� adapt� to� energy-‐saving� by� rules� and� orders
Chen� also� credits�
sustainable� agenda.� “They� are� not� associated� with� economic� gain� which� makes� them� more� reliable� and� credible.”�
privilege� means� that� Chen� fails� to� appreciate� the� value� of� things
Though� he� can� recall� examples�
then� cleaned� up� their� act,� neither� he� nor� his� wife� seem�
his� life� does� not� presently� accord� with� “the� green� life”
Thus,� sustainability� is� confused� with� China’s� desire� to� be� held� as� a� model� of� form� and� order� for� � an� underdeveloped� world.� �
-‐
polished� knowledge� of� sustainability,� but in� the� abstract� without� applying� this� to� her� personal� or� family�
The� challenge� for� the� sustainability� agenda
take� priority� over� the� task� itself.�
those� closest� to� the� State� are� most� distant� from� sustainability.�
How could we possibly engage the Prestige Protectors?
government, not just in policy but in practice.
way to build an identity and future.
as a means of enhancing their prestige.
CHINA’S GREENEST BRANDS
A
those� sectors� which� are� associ-‐ated� with� energy,� fuel� or� natural� resource� use,� or� emissions�
associated� with� their� use,� are� usually� thought� of� as� not� being� green
Hard to be Green
-100 -50 0 50 100
Easy to be Green
Food
Financial
Automobile
Construction
Technology
Home Applicances
Apparel
Energy & Utility
Airline
Hotels
Beauty
Logistics
Supermarkets
Sportswear
79
48
-63
37
36
37
53
59
56
50
-75
-57
-68
-81
�
when� sustainable� behavior� is� likely� to� result� in�
the� company� or� brand� which� shows� them� how� to� do� it.� � �
THE TOP 42 GREEN BRANDS IN CHINA
Boeye(Chinese Kindle)Joyo AmazonBaiduTaobaoMengniuHaierYiliArawanaXinhuaAgricultural BankAppleChina Merchants BankBank Of ChinaTsingtao
1234567891011121314
60.2458.2358.1657.8356.9955.5255.1550.7450.6050.1950.0049.0448.6648.16
TachnologyRetailFoodsMediaFinancial Services
Home AppliancesLogisticsSportswear/ApparelSlincare & CosmeticsEnergy & Utiliyt
47.5147.1647.1346.9846.9845.5945.4545.2045.1642.9742.8642.8641.5041.47
41.3740.4840.3140.1439.7639.4339.1339.1237.6337.4136.6136.3035.7434.94
1516171819202122232425262728
2930313233343536373839404142
ICBCBYDPing’anSiemensMideaChina LifeFed ExGreeLi NingWalmartLenovoDellChina PostalDa Bao
State GridChina MobileJeanswestChina UnicomSu NingNikeUPSNokiaAdidasCanonSinoenergyChanghongHualianGome
Rank Company/Brand GreenScore
Rank Company/Brand GreenScore
Rank Company/Brand GreenScore
brands� within� the� sector� that� have� innovated� with� greener�
FUTURE PATHWAYS FOR INDIVIDUAL & CORPORATE BEHAVIOR CHANGE
S
.� �
opportunity� in� itself!� � �
1. Mainstream, not model
Our� research� shows� that� there� are� plenty� of� such� mainstream�
can� be� deemed� sustainable,� and� these� are� what� brands� could� �
o
2. Products, not just policy
3. Everyday, not just Earth Day
of� decisions� made� by� many� individuals� on� a� personal� level.�
commitment� over� tokenism� are� what� will� help� close� the� sustainability� gap.� � �
4. Personal, not planet
by� giving�
would� be� able� to� nudge� them� closer� to� the� desired� behavior.18
5. Incentive, not Invective
.�
6. Choice, not constraint
.� �
7. Dialogue, not decree
Closing� the� sustainability� gap� calls� for� .�
.� �
8. Conscious, not conspicuous
� might� just� reverse� the� trend
�
-‐
9. Collaborate, not confront
.�
The� Green� Long� March
why� the� sustainability� gap� exists� is� because,� just� as� people� are� about� to� embrace� green,� a� counter� argument� prevents� them�
� �
OgilvyEarth believes that China will be a better place if brands and corporations acted on the insights that Get Going with Green has uncovered.
A WORD ON RESEARCH DESIGN AND SAMPLING
W
Ethnography
-‐
Analysis and Interpretation
Quantitative Data Collection
Implementation Researcher comments
�
Recommended reading
�
�
Development� and� the� Environment.� Business� Council� for� � �
Acknowledgments
The key players in ‘Get Going with Green’:
OgilvyEarth
www.ogilvyearth.com�
Ogilvy� Discovery
www.ogilvy.com� � �
Research� partner� (China):�
Enovate
www.enovatechina.com�
For more information and advice on how to Get Going with Green, please contact:
Kunal Sinha Chief Knowledge Officer Ogilvy & Mather China Team Leader - OgilvyEarth
[email protected] +86 21 2405 1990
