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Sustainability: Semiotics & Emotioneering

Malcolm Evans - Founder, Space Doctors
The Marketing Society’s Green Think Tank:
Making Sustainability Sexy

15 May, 2012




                         DRA
                          FT
From Pollution to Sustainability


 •   Historical path from 1960s pesticide concerns to 2012 sustainability


 •   An Inconvenient Truth (2006) a watershed in terms
     of changing agendas for marketing & consumer insight


 •   Clients turning to semiotics – new challenges,
     what consumers can’t tell you


 •   Impact of global financial & economic
     crisis – ecological agendas sidelined or
     another major game-changer for companies
     & brands?
Decoding a Category or Discourse


•   Semiotics analyses brand communications in competitive
    and cultural context



•   Understanding codes or discourse around a particular
    category, benefit or theme



•   How brands use or break the codes



•   Stretches into difficult areas that challenge
    traditional marketing discourses
Understanding Sustainability – Why Semiotics?



   •   Decoding and tracking changing cultural
       codes & meanings

   •   Individual markets and cross-cultural analysis

   •   Patterns of meaning and behavior that
       consumers can’t yet articulate

   •   A predictive dimension - plotting trajectories
       of change into the future
Residual, Dominant & Emergent Codes

SEMIOTICS MAPS COMMUNICATION
PATTERNS AND TRAJECTORIES TO
UNDERSTAND HOW CULTURES ARE
CHANGING & INDIVIDUAL BRANDS
ARE COMMUNICATING




    —  Around for some time,      — Heavily played codes         —  New thinking & executional
       dated                      —  The norms & mood of today      styles
                                  — What consumers tend to
    —  The past in the present                                   —  First pieces of a jigsaw
                                     play back in research.
                                                                    puzzle
    —  May be revitalized (e.g.
       retro, nostalgia,                                         —  Tomorrow’s dominant codes
       reinvention)
                                                                 —  Not just spotting trends, but
                                                                    engineering new meanings



  In time new ideas & forms (EMERGENT) become mainstream (DOMINANT) then dated (RESIDUAL)
One Trajectory- Sustainability in Developed Markets




            RESIDUAL                       DOMINANT                        EMERGENT


                                                                            Actions Speak
             Greenwash                     Transparency
                                                                                Louder

      Throughout the first half of   A number of major disasters      About doing rather than
      the 00’s larger corporations   including the BP oil spill and   just saying. Companies of
      have followed the lead of      the 2008 market collapse-        all sizes beginning cut back
      more innovative eco-friendly   have tested the integrity of     on resource waste for both
      companies by advertising       big businesses and               environmental & financial
      ‘Green’ products and           institutions. Companies          reasons. Eco-friendly action
      initiatives even when they     promising transparency and       rather than advertising
      weren’t particularly eco-      environmental sensitivity        creates publicity. Colour
      friendly.                      are under intense scrutiny       green not as prevalent or
                                     and eco-friendly messaging       used in as clichéd a way.
                                     is not so easily believed.
Semiotics in Emerging Markets
•   Emerging Markets have become a focus of interest for
    semiotic & cultural analysis in the last decade

•   Grasping the big picture – internal diversity and speed of change

•   From emerging market entry for international brands - through
    communicating local emerging brands internationally - to
    innovation led by emerging rather than developed markets

•   Importance of sustainability in emerging market context

•   Space Doctors emerging market sustainability
    database ongoing – plus client projects on emotional
    coding of sustainability in specific categories in
    developed markets

Shivakumar & Evans, “Insight, Cultural Diversity &
Revolutionary Change: Joined-Up Semiotic Thinking
for Developing Markets”, ESOMAR Congress paper,
Athens 2010
Semiotics & Sustainability
Semiotic & cultural analysis has helped clients in commercial
organisations, NGOs and governments understand how
communication and behaviour around ecological awareness &
sustainability have been evolving in individual countries and globally.
This topic, previously a focus of interest in specific pioneering markets
(e.g. Germany in the 1990s), first became a mainstream concern in
developed markets around 2006, particularly in response to the film of Al
Gore’s An Inconvenient Truth, subsequently in emerging markets as well.
In June 2011) UK specialist semiotics agency Space Doctors carried out a
study of how sustainability-related culture and communication are evolving in
the major BRIC markets – with Brazil & China taking a lead role, each in
its own distinctive way, while Russia and India develop more
incrementally, reflecting local historical constraints & opportunities.

This is a cut-down version that analysis, emphasising
the unique role semiotics plays in helping bring words &
action closer together in the world of sustainability –
and leverage the critical emotional codes in
communication that help bring about significant
behaviour change.
Emerging Market Sustainability Mapping
                                          Idealism!
CORPORATE-LED "                                                                            COMMUNITY"
 PRODUCTS +"                                                                                 GROWN "
  INITIATIVES"
      !
                                                                          COLLABORATIVE
                                                                             ACTION
                           ECO CHIC!
                                                                      PRESERVING!
                                                                      INNOCENCE!




                    HOLISTIC BUSINESS!

                                               CONSUMER SELF!
TOP DOWN!                                       MANAGEMENT!           CULTURAL RECYCLING   BOTTOM UP!

                                                          CREATIVE
                                                       EXPERIMENTATION"




                                         ECO VALUE
                  MACRO EFFICIENCY!
 LARGE-SCALE "                                                                              INDIVIDUAL"
 GOVERNMENT "                                                                                 BASED"
  INVESTMENT"                                                                              INNOVATION"

                                         Pragmatism!
THEME 1!


COLLABORATIVE
ACTION!
Theme"
Brazil is leading this paradigm shift, with
collaborative cross pollenation of ideas
and cultures being a deeply entrenched
value in Brazilian culture. In India
Sustainability is largely led by
communities and NGO’s. In Russia and
China, where consumer capitalism and
individualism is relatively recent
development, collaboration is more
emergent, at times opening the door to
confrontation with governments over
quality of life and environmental issues.
Connections
Beyond notions of the Collective, where
accountability has the tendency to fade
out- A notion of active hands-on problem
solving. Getting things done together.
Stimulus Examples
Santander Spot, 2010 advert: “Let´s do
this together?” Marina Silva, Natura Ekos,
Project Hope China,


                          ✔
THEME 2!


PRESERVING
INNOCENCE!
Theme"
Emergent markets are exhibiting a nostalgia for
pre-Industrial times in varied forms. In China
and to lesser extent in India, this is expressed
as a movement to preserve traditions,
endangered species and natural environments
central to national identity. Brazilʼs relationship
with the Amazon is the most pragmatic, with a
view to progress that is about preserving
indigenous biodiversity."


Connections"
Romanticised nature as a precious source of
tradition and national identity. essential cultural/
historical assets under threat of extinction with
the advent of Global industrialization."
"
Stimulus Examples"
Application of world cultural heritage sites:
Yellow Mountain, the Great Wall "
Ganges and Narmada Rivers. Save the Tiger"
"


                          ✔
THEME 5!


CREATIVE
EXPERIMENTATION!
Theme"
Collaboration between urban planners,
architects, fashion designers. Aesthetic
pleasure benefitting from social and
environmental problem solving. In India, a more
prevalent form of this is the connection between
Artisanship and Social work. The recent ʻGreen
Breakthroughʼ in Brazil is quickly establishing it
as a leader in creative solutions across all
categories including art and design, energy
efficiency and ecological packaging. "
"
Connections
A mix of Art & Science. Re-purposing,
Reuse. Transform. Sustainability as an
inventive or creative attitude toward life

Stimulus Examples
artist Vik Muniz, Mario Queiroz designer
creating dresses out of PET plastics
Auroville Sustainable city, India




                          ✔
THEME 6!



ECO-Value!

Theme"
A convenient link between some
environmentally sustainable products is their
cost effectiveness. In some of the BRICs
countries, recycling and re-use carry residual
negative connotations with rurality and poverty.
But increasingly, pragmatic Eco-Value brands
are percieved positively. "
"
Connections!
Environmentally sound and economically savvy
brands. Back to basics, living smart, Products
enabling people to make the most of what they
have. Cheap is positive."
"
Stimulus Examples!
IKEA (Russia) is changing negative
associations with sustainability there. Tata
Swach water purifiers for rural areas"
  !




                    ✔
Patterns across the BRICs
BRAZIL- Leader in Creativity & Collaboration"
    "Innovation, Deeper engagement with Sustainability."
    "Government + Corporations + Individuals working together"
"
CHINA- Top Down relationship to Sustainability."
    "Leader in Government funded investments in Sustainbility. "
    "Competitive investments. More surface engagement in creativity and individualism- less
     NGOʼs or presence of individual business leaders in sustainability."
"
RUSSIA- Concerns for Immediate solutions/ gratification."
    "Financial concerns overpower Sustainability concerns. "
    "Conspicuous consumption is still going strong"
    "Resource preservation, recycling, and re-use associations with Soviet era 

     poverty are fading but still present."
"
INDIA- Most robust Community and NGO activity but least organised from 

     the top-down perspective. Pockets of activity but no overall master 

     plan (cf. China). A robust heritage of spiritual practices which 

     emphasise empathy with nature."
Signs of the Times
•   Companies have the resources to invest in new technologies
    that governments & other organisations may not have.

•   Post-greenwash culture: doing not talking, independent
    performance evaluation

•   Sustainability becoming a much bigger concept than is
    covered by ‘green’ alone – company cultures & ethics,
    fairness, greater social & economic equality

•   An all-pervasive weasel word legitimising austerity in UK
    (NB major differences in mood, language,
    media & cultural buoyancy between Europe/US
    and emerging markets)

•   The importance of emotional coding, credible
    personal & local/community semiotics, some
    openness to interpretation & co-created
    meaning (versus rational didactic monologue)
CONTACT


                                                 Space Doctors
                                                 Friese-Greene House
                                                 15-17 Middle Street
                                                 Brighton BN1 1AL
                                                 United Kingdom


                                                 T +44 (0) 1273 201172
                                                 M +44 (0) 7867 554129
                                                 F +44 (0) 1273 201173


                                                 E
                                                 m.evans@space-doctors.com


                                                 W
                                                 www.space-doctors.com




Copyright
All material in this presentation is © Space Doctors 2011
and must not be reproduced without written permission.




                                                     CONFIDENTIAL, FOR INTERNAL DISTRIBUTION ONLY.
                                                     ALL R I G HTS R E S E R V E D . © 2 0 1 0 S PAC E D O CTO R S

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Semiotics&green emotion

  • 1. Sustainability: Semiotics & Emotioneering Malcolm Evans - Founder, Space Doctors The Marketing Society’s Green Think Tank: Making Sustainability Sexy 15 May, 2012 DRA FT
  • 2. From Pollution to Sustainability • Historical path from 1960s pesticide concerns to 2012 sustainability • An Inconvenient Truth (2006) a watershed in terms of changing agendas for marketing & consumer insight • Clients turning to semiotics – new challenges, what consumers can’t tell you • Impact of global financial & economic crisis – ecological agendas sidelined or another major game-changer for companies & brands?
  • 3. Decoding a Category or Discourse • Semiotics analyses brand communications in competitive and cultural context • Understanding codes or discourse around a particular category, benefit or theme • How brands use or break the codes • Stretches into difficult areas that challenge traditional marketing discourses
  • 4. Understanding Sustainability – Why Semiotics? • Decoding and tracking changing cultural codes & meanings • Individual markets and cross-cultural analysis • Patterns of meaning and behavior that consumers can’t yet articulate • A predictive dimension - plotting trajectories of change into the future
  • 5. Residual, Dominant & Emergent Codes SEMIOTICS MAPS COMMUNICATION PATTERNS AND TRAJECTORIES TO UNDERSTAND HOW CULTURES ARE CHANGING & INDIVIDUAL BRANDS ARE COMMUNICATING —  Around for some time, — Heavily played codes —  New thinking & executional dated —  The norms & mood of today styles — What consumers tend to —  The past in the present —  First pieces of a jigsaw play back in research. puzzle —  May be revitalized (e.g. retro, nostalgia, —  Tomorrow’s dominant codes reinvention) —  Not just spotting trends, but engineering new meanings In time new ideas & forms (EMERGENT) become mainstream (DOMINANT) then dated (RESIDUAL)
  • 6. One Trajectory- Sustainability in Developed Markets RESIDUAL DOMINANT EMERGENT Actions Speak Greenwash Transparency Louder Throughout the first half of A number of major disasters About doing rather than the 00’s larger corporations including the BP oil spill and just saying. Companies of have followed the lead of the 2008 market collapse- all sizes beginning cut back more innovative eco-friendly have tested the integrity of on resource waste for both companies by advertising big businesses and environmental & financial ‘Green’ products and institutions. Companies reasons. Eco-friendly action initiatives even when they promising transparency and rather than advertising weren’t particularly eco- environmental sensitivity creates publicity. Colour friendly. are under intense scrutiny green not as prevalent or and eco-friendly messaging used in as clichéd a way. is not so easily believed.
  • 7. Semiotics in Emerging Markets • Emerging Markets have become a focus of interest for semiotic & cultural analysis in the last decade • Grasping the big picture – internal diversity and speed of change • From emerging market entry for international brands - through communicating local emerging brands internationally - to innovation led by emerging rather than developed markets • Importance of sustainability in emerging market context • Space Doctors emerging market sustainability database ongoing – plus client projects on emotional coding of sustainability in specific categories in developed markets Shivakumar & Evans, “Insight, Cultural Diversity & Revolutionary Change: Joined-Up Semiotic Thinking for Developing Markets”, ESOMAR Congress paper, Athens 2010
  • 8. Semiotics & Sustainability Semiotic & cultural analysis has helped clients in commercial organisations, NGOs and governments understand how communication and behaviour around ecological awareness & sustainability have been evolving in individual countries and globally. This topic, previously a focus of interest in specific pioneering markets (e.g. Germany in the 1990s), first became a mainstream concern in developed markets around 2006, particularly in response to the film of Al Gore’s An Inconvenient Truth, subsequently in emerging markets as well. In June 2011) UK specialist semiotics agency Space Doctors carried out a study of how sustainability-related culture and communication are evolving in the major BRIC markets – with Brazil & China taking a lead role, each in its own distinctive way, while Russia and India develop more incrementally, reflecting local historical constraints & opportunities. This is a cut-down version that analysis, emphasising the unique role semiotics plays in helping bring words & action closer together in the world of sustainability – and leverage the critical emotional codes in communication that help bring about significant behaviour change.
  • 9. Emerging Market Sustainability Mapping Idealism! CORPORATE-LED " COMMUNITY" PRODUCTS +" GROWN " INITIATIVES" ! COLLABORATIVE ACTION ECO CHIC! PRESERVING! INNOCENCE! HOLISTIC BUSINESS! CONSUMER SELF! TOP DOWN! MANAGEMENT! CULTURAL RECYCLING BOTTOM UP! CREATIVE EXPERIMENTATION" ECO VALUE MACRO EFFICIENCY! LARGE-SCALE " INDIVIDUAL" GOVERNMENT " BASED" INVESTMENT" INNOVATION" Pragmatism!
  • 10. THEME 1! COLLABORATIVE ACTION! Theme" Brazil is leading this paradigm shift, with collaborative cross pollenation of ideas and cultures being a deeply entrenched value in Brazilian culture. In India Sustainability is largely led by communities and NGO’s. In Russia and China, where consumer capitalism and individualism is relatively recent development, collaboration is more emergent, at times opening the door to confrontation with governments over quality of life and environmental issues. Connections Beyond notions of the Collective, where accountability has the tendency to fade out- A notion of active hands-on problem solving. Getting things done together. Stimulus Examples Santander Spot, 2010 advert: “Let´s do this together?” Marina Silva, Natura Ekos, Project Hope China, ✔
  • 11. THEME 2! PRESERVING INNOCENCE! Theme" Emergent markets are exhibiting a nostalgia for pre-Industrial times in varied forms. In China and to lesser extent in India, this is expressed as a movement to preserve traditions, endangered species and natural environments central to national identity. Brazilʼs relationship with the Amazon is the most pragmatic, with a view to progress that is about preserving indigenous biodiversity." Connections" Romanticised nature as a precious source of tradition and national identity. essential cultural/ historical assets under threat of extinction with the advent of Global industrialization." " Stimulus Examples" Application of world cultural heritage sites: Yellow Mountain, the Great Wall " Ganges and Narmada Rivers. Save the Tiger" " ✔
  • 12. THEME 5! CREATIVE EXPERIMENTATION! Theme" Collaboration between urban planners, architects, fashion designers. Aesthetic pleasure benefitting from social and environmental problem solving. In India, a more prevalent form of this is the connection between Artisanship and Social work. The recent ʻGreen Breakthroughʼ in Brazil is quickly establishing it as a leader in creative solutions across all categories including art and design, energy efficiency and ecological packaging. " " Connections A mix of Art & Science. Re-purposing, Reuse. Transform. Sustainability as an inventive or creative attitude toward life Stimulus Examples artist Vik Muniz, Mario Queiroz designer creating dresses out of PET plastics Auroville Sustainable city, India ✔
  • 13. THEME 6! ECO-Value! Theme" A convenient link between some environmentally sustainable products is their cost effectiveness. In some of the BRICs countries, recycling and re-use carry residual negative connotations with rurality and poverty. But increasingly, pragmatic Eco-Value brands are percieved positively. " " Connections! Environmentally sound and economically savvy brands. Back to basics, living smart, Products enabling people to make the most of what they have. Cheap is positive." " Stimulus Examples! IKEA (Russia) is changing negative associations with sustainability there. Tata Swach water purifiers for rural areas" ! ✔
  • 14. Patterns across the BRICs BRAZIL- Leader in Creativity & Collaboration" "Innovation, Deeper engagement with Sustainability." "Government + Corporations + Individuals working together" " CHINA- Top Down relationship to Sustainability." "Leader in Government funded investments in Sustainbility. " "Competitive investments. More surface engagement in creativity and individualism- less NGOʼs or presence of individual business leaders in sustainability." " RUSSIA- Concerns for Immediate solutions/ gratification." "Financial concerns overpower Sustainability concerns. " "Conspicuous consumption is still going strong" "Resource preservation, recycling, and re-use associations with Soviet era 
 poverty are fading but still present." " INDIA- Most robust Community and NGO activity but least organised from 
 the top-down perspective. Pockets of activity but no overall master 
 plan (cf. China). A robust heritage of spiritual practices which 
 emphasise empathy with nature."
  • 15. Signs of the Times • Companies have the resources to invest in new technologies that governments & other organisations may not have. • Post-greenwash culture: doing not talking, independent performance evaluation • Sustainability becoming a much bigger concept than is covered by ‘green’ alone – company cultures & ethics, fairness, greater social & economic equality • An all-pervasive weasel word legitimising austerity in UK (NB major differences in mood, language, media & cultural buoyancy between Europe/US and emerging markets) • The importance of emotional coding, credible personal & local/community semiotics, some openness to interpretation & co-created meaning (versus rational didactic monologue)
  • 16. CONTACT Space Doctors Friese-Greene House 15-17 Middle Street Brighton BN1 1AL United Kingdom T +44 (0) 1273 201172 M +44 (0) 7867 554129 F +44 (0) 1273 201173 E m.evans@space-doctors.com W www.space-doctors.com Copyright All material in this presentation is © Space Doctors 2011 and must not be reproduced without written permission. CONFIDENTIAL, FOR INTERNAL DISTRIBUTION ONLY. ALL R I G HTS R E S E R V E D . © 2 0 1 0 S PAC E D O CTO R S