presentation for young leaders league utrecht university on campaigning for sustainability
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Building a movement for Sustainability
Young Leaders LeagueSustainability & Growth21 May 2013
Else Boutkanwww.ElseBoutkan.nlwww.WavesofChange.nl
Sustainability manager is a lousy job
Sustainability! (according to me....)
Leadership versus management
finished = finished & enough = enough | ‘Enlightened self interest’Organizing and people versus technical solutions
Brundtland | Our Common Future
The 7 waves for sustainable change
Water is the blood of the earth
Sustainability? Sustainabalize (?)!
• Our biggest problems are our own problems
• Mindset > intention > action
• A road full of dilemma’s
What is sustainability according to you?
• In 3 words....
>> share sustainability!
Draagvlak en Weerstand : Hokjes en Stickers
Kennen = ook: zijn ze belangrijk voor je? Kun je er omheen?
Support and Resistance
Social diffusion | Tipping point
Social proof | Cialdini
Cultural Creatives
Chaos in transitions
Cultural Creatives
Cultural Creatives:• Are concerned about the planet and want to
pursue a sustainable lifestyle• 10 % of population is Cultural Creative• Expected to grow to 20% in the next few
years• Characteristic of a cultural creative: the feel
as an exception
Cultural Creatives are able to start a movement: localise and then connect!
Chaos and transitions
• Think old – act old : business as usual• Think new – act new: frontrunners: leaders towards a new
situation• Think old – act new : bla-die-bla’s greenwashers• Think new – act old: are ‘aware’ but unable to transform
this towards necessary behaviour (costs, knowledge, network, ...)
Social diffusion
EarlyMajority
LateMajority Laggards
EarlyAdopters
Innovators: 3%>frontrunners!
Tipping Point
(Malcolm Gladwell, The Tipping Point; how little things can make 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
Where to start a sustainability movement in Utrecht? With Martine and Tyra and ...
Where to start a sustainability movement in Utrecht?
What do we learn from Nudge and other succesfull campaigns?
Factors for succesfull campaign:• Name & logo: branding• With ’real people’• Visible : every individual contribution• Report progress and results• Long run
Fundraising campaigns:Make it happen > See it happen!
Akvo.org
Fundraising campaigns:Make it happen > See it happen!
How to start a movement?
http://www.youtube.com/watch?v=V74AxCqOTvg
How to start a movement?Servant leadership
Let’s do it
- http://www.youtube.com/watch?v=A5GryIDl0qY
Let’s do it : country clean up
The 7 Waves for Sustainable Change
1. Organizing support instead of managing: focus on frontrunners, not on resistance
2. Be a Wavemaker! Find and trust your own purpose and passion
3. Include building a movement in your ‘management’ goals
4. Aim for a tipping point (3%)5. Build a smart campaign6. Only apply persuation if there is no other
way7. Celebrate, share, be proud and start all over
again.