1. Building a movementforSustainability
Young Leaders League
Sustainability&Growth
21 May 2013
Else Boutkan
www.ElseBoutkan.nl
www.WavesofChange.nl

3. Sustainability! (according to me....)
Leadership versus management
finished = finished&enough = enough |
‘Enlightenedself interest’
Organizing and people versus technicalsolutions
Brundtland | OurCommonFuture
The 7 wavesforsustainablechange
Water is the blood of the earth

4. Sustainability? Sustainabalize (?)!
• Ourbiggestproblems are ourownproblems
• Mindset>intention>action
• A road full of dilemma’s

5. What is sustainabilityaccording to
you?
• In 3 words....
>>sharesustainability!

6. Draagvlak enWeerstand : Hokjes en Stickers
Kennen = ook: zijn ze belangrijk voor je? Kun je er omheen?

7. Support andResistance
Socialdiffusion |Tipping point
Socialproof | Cialdini
CulturalCreatives
Chaos in transitions

8. CulturalCreatives
CulturalCreatives:
• Are concernedabout the planet and want to pursue a
sustainablelifestyle
• 10 % of population is CulturalCreative
• Expected to grow to 20% in the next few years
• Characteristic of a culturalcreative: the feel as anexception
CulturalCreatives are able to start a movement: localiseand
thenconnect!

9. Chaos and transitions
• Thinkold – act old : business as usual
• Thinknew – act new: frontrunners: leaders towards a newsituation
• Thinkold – act new : bla-die-bla’sgreenwashers
• Thinknew – act old: are ‘aware’ butunable to
transformthistowardsnecessarybehaviour (costs, knowledge, network, ...)

10. Socialdiffusion
Early
Majority
Late
Majority Laggards
Early
Adopters
Innovators: 3%
>frontrunners!

11. Tipping Point
(MalcolmGladwell,TheTipping Point;
howlittlethingscanmake a big
difference, Abacus 2010)
• The Law of the Few: connectors, mavens
and salesmen: the nature of the messenger
• The Stickiness Factor
• The Power of Context

12. Where to start a sustainabilitymovement in
Utrecht? With Martine andTyra and ...

13. Where to start a sustainabilitymovement in
Utrecht?
What do we learnfromNudge and othersuccesfullcampaigns?
Factors forsuccesfullcampaign:
• Name & logo: branding
• With ’realpeople’
• Visible : everyindividualcontribution
• Report progress and results
• Long run

14. Fundraising campaigns:
Makeit happen >Seeit happen!
Akvo.org

15. Fundraising campaigns:
Makeit happen >Seeit happen!

16. How to start a movement?
http://www.youtube.com/watch?v=V74AxCqOTvg

18. Let’s do it
- http://www.youtube.com
/watch?v=A5GryIDl0qY

20. The 7 WavesforSustainableChange
1. Organizing support instead of managing: focus on
frontrunners, notonresistance
2. Be a Wavemaker! Find and trust yourownpurpose
and passion
3. Include building a movement in your
‘management’ goals
4. Aimfor a tipping point (3%)
5. Build a smart campaign
6. Onlyapplypersuationifthere is nootherway
7. Celebrate, share, beproud and start all over again.