1. We believe transforming the climate crisis into a
restorative economy is urgent, smart and profitable.
Futureproofed presentation
Tuesday 30 October 12

2. We deliver bold, sustainable
business solutions for energy,
transport and food creating
value today and tomorrow.
Tuesday 30 October 12

3. ver wachtingen op flip
mijne : duurzaamheid:
waarom, wat en hoe ?
noot : nl sessies over
verschillende dagen : nu
veel info
Tuesday 30 October 12

4. 1u
sense of urgency => sense
of opportunity
1
Duurzaam innoveren ?
- Waarom en wat ? -
Voorbeelden en waar zit de markt ?
Tuesday 30 October 12

5. WORLD ECONOMIC FORUM
Global Risks
2011
Sixth Edition
An initiative of the Risk Response Network Climate change
World Economic Forum
most important risk
of next 10 years
in collaboration with :
Marsh & McLennan Companies
Swiss Reinsurance Company
Wharton Center for Risk Management,
University of Pennsylvania
Zurich Financial Services
World Economic Forum
January 2011
(January 2011)
Tuesday 30 October 12

6. Economic impact (billion $)
Likelihood of occurring in the next 10 years
Tuesday 30 October 12

7. Haïti Dominican Republic
Ecosystem services
Ecosystem services:
“interest” on
Ecosystem services
natural capital
• Water purification
• Flood management
• Pollination
• Buffering extreme weather
• Soil formation
• Photosynthesis:
CO2 to O2
Ecosystem services (interest)
Living systems (capital)
The climate project
Tuesday 30 October 12

8. Tuesday 30 October 12

9. Source: University of Alaska - Fairbanks/INE, 2007
Tuesday 30 October 12

10. 350 3500
Millions at risk in 2080s tage
Hunger, malaria, flooding (million people at risk)
r
r sho
a te
300 k of w 3000
Ris
water shortage (million people at risk)
a
a lari
250 k of m 2500
Ris
200 2000
150 1500
100 1000
ng er
50 of hu ding 500
Risk oo
s tal fl
of coa
k
Ris
0 0
1,0°C 1,5°C 2,0°C 2,5°C 3,0°C
Global temperature increase above pre-industrial (°C)
Tuesday 30 October 12

11. 30
25 26
20
15
billion ton CO2 / year
10 11
10
5
0
-15 -10 0
-5
-10
-15
-20
2000 2050
Emissions Absorption In atmosphere
Tuesday 30 October 12

12. The global challenge is immense
20
ton CO2 e/ person*year
20,0
16
16,0
12 12,3
10,0
-90 % by 2050
8
6,0
4
2,0
1,2
0
USA Russia Belgium E.U. China India Target
Tuesday 30 October 12

13. Tuesday 30 October 12

14. FACTOR 10
IS
NECESSARY
POSSIBLE
ATTRACTIVE
PROFITABLE
Tuesday 30 October 12

15. Tuesday 30 October 12

16. short term long term
(more certain) (less certain)
Boost
upside
Revenues Intangibles
Reduce
downside
Costs Risks
From Dan Esty “Green to Gold”
Tuesday 30 October 12

17. Arup Drivers of Change cards
Tuesday 30 October 12

18. VISION
WITHOUT
EXECUTION
IS
HALLUCINATION
THOMAS EDISON
Tuesday 30 October 12

19. proofed
Large scale consumption mapping covering
74% CO2 impacts households and 43% budget
CO2 Budget
Energy 27% 6%
Transport 31% 17%
Food 16% 20%
74% CO2 households 43% budget households
Understanding consumption shifts within these 3 sectors is important
for both environment as business success.
Tuesday 30 October 12

20. Solving top 3 concerns mobility is good for
both climate and business
% Belgian consumers
1. spend less money
83
on transport
56 2. concern over
environmental impact
53 3. spent less time in
traffic jams
Tuesday 30 October 12

21. HOW ?
Reduce need for transport
Combine transportation needs
Reduce need for energy : make vehicles lighter
Use renewable sources (energy & materials)
Tuesday 30 October 12

22. CISCO
Replacing business travel by high-definition, low-latency telepresence
Boosting productivity: cutting costs, time, fuel, stress, and carbon
Tuesday 30 October 12

23. MELOTTE
From globalized analog production to direct digital local production
Superior properties with dramatically reduced time, costs, carbon and resource use.
Tuesday 30 October 12

24. Tuesday 30 October 12

25. Tuesday 30 October 12

26. World Economic Forum
Supply Chain Study 2009
≡ 24% of good vehicles in the EU are
running empty
≡
Average loading of the rest is 57%
≡
Overall efficiency: 43%
≡ Flow imbalance could only explain half
of this loss
For how long?
©
2011
Tuesday 30 October 12

27. Carpooling for
cargo
Tuesday 30 October 12

28. Tuesday 30 October 12

29. The energy provider solving the top3 concerns
wins most market share today
% Belgian consumers
84 1. keep prices under control
52 2. urgently find alternatives
3. less environmental
45
impact
Tuesday 30 October 12

30. HOW ?
Tuesday 30 October 12

31. “ESCO”
Using less Cascade Renewables
Tuesday 30 October 12

32. Price, packaging and labels are fundamentally
sustainability concerns.
% Belgian consumers
70 1. Stabilise food prices
60 2. Healthy food with clear
labeling
57 3. Less packaging
Tuesday 30 October 12

33. And another this
year? Already,
FAO Food Price Index Corn and soybean
futures are at
1990 – June 2012 record highs and
200 still increasing
2002 – 2004 = 100
Two record food price
spikes within three years
?
150
100
50
1990 1995 2000 2005 2010 2013
Source: The Food and Agriculture Organization of the United Nations, 2012
Tuesday 30 October 12

34. Brightfarms: rooftop farms at grocery retailers
cutting time, distance, costs, carbon and water from produce supply chain
URBAN AGRICULTURE
Tuesday 30 October 12

35. Walmart
Colruyt
Supply
Choice
chain
editing
control
Tuesday 30 October 12

36. VISION
WITHOUT
EXECUTION
IS
HALLUCINATION
THOMAS EDISON
Tuesday 30 October 12

37. Changing consumption scale
0 5 10
30% Conservatives 49% Future Switchers 21% New Consumers
0-3 6-8 8-10
Kick off the change
Are open for change
if secure
Hold on to existing
Will change when everyone else has
Tuesday 30 October 12

38. New Consumers
Future Switchers
Conservatives
21%
Conservatives
49%
30%
Tuesday 30 October 12 49%

39. 30% conservatives
• Anxious, poor self-confidence -
identity comes from the group
• Focus on myself, ego-centric Socio
attitudes, escapism, Demographics
• Status quo, avoid risks, safety, Gender : 55% Female
routine ... Language : 68% Dutch
Region : 67% Nielsen 1-2
• The world is ending ... but it is not
my fault : withdrawal, uninvolved
• Status, security, luxury, materialism
The typical conservative is a young insecure Flemish
girl, holding on to what she has.
Tuesday 30 October 12

40. 13% 23% 30%
10% 12% 16%
12% 18% 22%
29% 35% 40%
% Past Behaviour % Current Behaviour % Future Behaviour
Even if significantly less effective behaviour
changes, still important potential of this
group requires new products as well
Tuesday 30 October 12

41. 49% Future Switchers
• Group, bonding, human, social
• Still with distinct sense of direction, on Socio
the move, open minded, confirmation
Demographics
• Security, routine, evidence, proof
Gender : mixed
Little push in the back, take away the
Language : 54% Dutch
risk, labels Region : 20% Nielsen 3
and 5
• Family, home, simplicity, at ease
• Conscious, involved, responsibility
Future Switchers want to make the difference as a
group. Take away all risks and you will get them to act.
Tuesday 30 October 12

42. 29% 47% 83%
19% 21% 35%
23% 37% 48%
36% 47% 60%
% Past Behaviour % Current Behaviour % Future Behaviour
Vast majority will accelerate changed behaviour
in energy. Also food is 1 out of2. For mobility,
changes will be initiated by New Consumers first.
Tuesday 30 October 12

43. 21% New Consumers
• Made it, ambition, can do and
influence, change maker & driver
Socio
• Dynamism, positivism, extravert, Demographics
outgoing, social >< internal locus of
control Gender : 54% men
Language : 53% French
• Straightforward, requires Region : 31% Nielsen 3
transparency, reliability, stability, and 5
responsibility, expertise
• Realism, pragmatism, hands-on
solidarity, rational planner
New consumers are babyboomers who have made it, are
convinced things need to change and will influence others
Tuesday 30 October 12

44. 27% 70% 97%
17% 42% 72%
24% 57% 77%
42% 65% 77%
% Past Behaviour % Current Behaviour % Future Behaviour
This is less about inspiring and much
more about engaging.
Tuesday 30 October 12

45. Changing consumption scale
0 5 10
30% Conservatives 49% Future Switchers 21% New Consumers
0-3 6-8 8-10
Hold on to existing Are open for change Kick off the change
Will change when everyone else has if secure
Comply with Make it Seeing
comfortzone simple, =
Believing
More service accessible, =
Lower price low risk Doing
Apply different market levers pending segment maturity
Tuesday 30 October 12

46. 30% Conservatives 49% Future Switchers 21% New Consumers
0-3 6-8 8-10
You prescribe them You inspire them They screen you
Adult-to-child Adult-to-adult Adult-to-adult
communication communication co-creation
Emotional Rational
Opportunity Simple Transparant
Necessity Mature Expertise
Educational Open Pragmatic
Guidance Analytic
Nurturing Aspirational
Security Social bonding Committed
Reassurance Involvement Empowered
Understand the levers for successful communication
Tuesday 30 October 12

47. 2
Duurzaam innoveren ?
- Hoe ? -
In 3 stappen: denkkaders
A. Strategie
B. Vermarkten
Tuesday 30 October 12

48. 20min uitleg
40min oefening
leidvragen : niet
exhaustief
- Stap 1 en 2 - voorbeeld op echte case
in bundel
Hoe zal duurzaamheid uw business
significant impacteren ?
Hoe kan business innovatie
duurzaamheid significant impacteren ?
€ x
x
Tuesday 30 October 12

49. 1
Bedrijfslocatie zelf
2
Uw keten
3 Uw klant/de klant van uw klant
Tuesday 30 October 12

50. Tuesday 30 October 12

51. x50 and more...
x20
Scope 1&2 CO2 emissions Scope 1&2&3 CO2 emissions
Tuesday 30 October 12

52. 1 Bedrijfslocatie zelf
Hoe zal duurzaamheid uw business
significant impacteren ? FIRM
GOOD BAD
Hoe kan business innovatie
duurzaamheid significant impacteren ?
INTENTIONS
€
Hoeveel % van uw kosten zijn Houdt u rekening met
grondstofkosten en energie/water ? prijsstijgingen en alternatieven ?
Is de visie van uw bedrijf duidelijk ?
Hoe inspirerend is de visie van uw
Zijn de waarden duidelijk en worden
bedrijf ?
die nageleefd ?
Kent u de relatie tussen CO2 uitstoot
Kent u uw CO2 uitstoot, weet u waar
en uw winst ? Weet u hoe u uw afval
de belangrijkste focus ligt om deze te
kan gebruiken voor productie van
verminderen ? Idem voor water ?
energie ... of als nieuwe grondstof ?
Tuesday 30 October 12

53. 2
Uw keten
Hoe zal duurzaamheid uw business
significant impacteren ? FIRM
GOOD BAD
Hoe kan business innovatie
duurzaamheid significant impacteren ?
INTENTIONS
€
Wat zijn uw belangrijkste
afhankelijkheden van leveranciers/ Zijn er alternatieven voor uw
partners ? belangrijkste grondstoffen ?
Hoe evolueren grondstofprijzen ?
Zijn concurrenten nieuwe
Hoe bindt u deze belangijke
samenwerkingen/consortia aan het
leveranciers/partners aan u ?
opzetten ?
Hoe worden zij geïmpacteerd door
duurzaamheid ? Hoe evolueren de grondstofprijzen
voor uw concurrenten ? Legt u hen
Hoe controleren uw klanten u : tot
cradle2cradle maatregelen op (kan
hoever moet u kunnen instaan voor
u) ?
leveranciers ?
Tuesday 30 October 12

54. 3 Uw klant/de klant van uw klant
Hoe zal duurzaamheid uw business
significant impacteren ? FIRM
GOOD BAD
Hoe kan business innovatie
duurzaamheid significant impacteren ?
INTENTIONS
Welke 20% klanten/projecten doen Wat doen uw concurrenten, zijn er
€
80% van uw omzet >< winst ? indicaties dat zij innoveren/
Welke marktsegmenten ontbreken en partneren ?
zouden belangrijke omzet kunnen Slagen ze / wat zijn hun
betekenen ? moeilijkheden ?
Bent u de markt voor ? Is er nog
onvoldoende rechtstreeks voordeel
Hoe voelen zij ‘duurzaamheid’ ?
aan uw duurzaam product lost het
wel ook een klantenprobleem op ?
Wat kan u bieden om hun probleem Creëert uw duurzaam product niet
op te lossen ? elders een probleem ?
Kunt u uw eigen Voor u aan cradle2cradle toe : heeft u
duurzaamheidsinitiatieven makkelijk eerst gedacht aan materialen-
omschrijven en geloofwaardig efficiëntie ?
maken ?
Tuesday 30 October 12

55. 40 min oefening
in 3 groepen
op 1 voorbeeld (of 2)
Tuesday 30 October 12

56. 20min uitleg
40min oefening
- Stap 3 -
Duurzame product innovatie
Wat en hoe communiceren ?
inzicht x propositie
x storytelling x activatie
Tuesday 30 October 12

57. 4. How do you get your consumer to
Activation act and buy ?
3. How do you tell your story
for maximum appeal ?
Storytelling
2. What is your proposition ?
How does it solve your customer’s
Proposition problem ?
1. Which customer problem/job do you
Insight solve ? What is the customer insight ?
Tuesday 30 October 12

58. #1. Insight
Activation
Storytelling
Proposition
Every successful business gets
something done for someone. Insight
Tuesday 30 October 12

59. “People don't want to buy a quarter-inch drill.
They want a quarter-inch hole”
Theodore Levitt -1975
What job/problem do you solve ?
Tuesday 30 October 12

60. For who (first) ?
Tuesday 30 October 12

61. Getting under your 5 min individual exercise
customers’ skin
Tuesday 30 October 12

62. What if job could be done faster-cheaper-with
more guaranteed output ? 5 min individual exercise
2 people present : try to
make 1 sentence in
customer words “what if
I ...”
pains gains
fears
wants/needs
frustrations
measures of success
obstacles
Tuesday 30 October 12

63. #2. Proposition
Activation
Storytelling
Every successful business offers a
single minded,
new, relevant and credible solution Proposition
to offer the target segment’s
problem
Insight
Tuesday 30 October 12

64. What is a proposition?
• Your offering told in 5 or 10 words max (proposition is not
slogan)
• In terms of communications, a proposition should lead to the
right words that pull the right people in
• It is the promise I can deliver with my core business
• Should be credible, new, true and relevant for your audience
and fit with your insight
Tuesday 30 October 12

65. How to come up with a
proposition?
1. Title :
Max 5-10 words, basic idea – written last, no publicity language
2. Accepted consumer belief: “what if I could ....? ”
Need/ problem identified in your market : customer words !
(unsolved question/ existing frustration)
3. My single-minded unique and relevant benefit
(solving the problem)
1. Rational benefit (functional)
2. Emotional benefit (consequence for people)
4. Reason to believe:
1. Convincing arguments why this solves the problem in a unique way
2. 2 – 3 most important reasons to buy the product
Tuesday 30 October 12

66. 5 min individual exercise
proposition
Why will they buy this product and not another ?
RATIONAL EMOTIONAL
why why
YES YES
why why
YES YES
why why
NO NO
why why
NO NO
Tuesday 30 October 12

67. Exercise 10 min individual
exercise
10 min : 2 people present
• Title : (max 7 words)
..........................................................................................
• Customer problem/job you need to solve : (customer words)
..........................................................................................
..........................................................................................
• How you solve it :
..........................................................................................
..........................................................................................
..........................................................................................
• Rational benefit :
....................................................................................
....................................................................................
• Emotional benefit :
....................................................................................
....................................................................................
• Reasons to believe you : (what makes it relevant and credible)
1. ....................................................................................
2. ....................................................................................
3. ....................................................................................
Tuesday 30 October 12

68. #3. Storytelling
Activation
Good storytelling helps us making
our proposition spread and stick
Storytelling
Proposition
Insight
Tuesday 30 October 12

69. How to come up with
good storytelling ?
• Brands use storytelling to make their proposition worth remembering,
make it spread and make it stick
• What is your ‘business as unusual’? And what’s your heritage?
• What group of people has a potential self-interest to spread your
story?
• In what larger societal tendency or bigger ideal are we playing a
contributing role?
• Who’s my personality? The product, the brand or the company?
• What’s my plot? Connection, challenge or creativity?
• What’s my metaphor?
Tuesday 30 October 12

70. Storytelling
5 min individual exercise
What do you want your customer to …
Think
Do Feel
Say
Tuesday 30 October 12

71. storytelling 10 min individual
exercise
10 min : 2 people present
Tell the story so it draws attention and they want to know
more
story in about 7 words
key usp key fact
key quote key image
Tuesday 30 October 12

72. #4. Activation
Being around at the right moment,
at the right time and place Activation
Storytelling
Proposition
Insight
Tuesday 30 October 12

73. What are the different touchpoints
over the customer’s lifetime ? Do you
activation
know them and exploit them all ?
10 min individual
get exercise
10 min : 2 people present
Info info purchas purcha
chann chann e se
el el channel channel
keep
MGM
lock- intimacy delight &
in NPS
increase
upgrad service
recurri replace
e &
ng &
& maintai
usage dispose
X-sell n
Tuesday 30 October 12

74. activation - prioritisation
Tuesday 30 October 12

75. We deliver bold sustainable business
solutions for energy, transport and food
@katrienbarrat
Tuesday 30 October 12