Embed Size (px)
DESCRIPTION
"How can companies help change people's behaviour in order to benefit society?" Whether you're an electric utility asking people to use less energy or a grocery store rewarding people for buying healthy food, businesses play a key role in driving social change.
Citation preview
Host: Anthea RoweManager, Content Development, NBS
Presenter: Dr. Ute StephanUniversity of Sheffield
How to DriveSocial Change
Our Mission: Change business practice bybridging the gap between industry and
academia
Researchers ManagersNBS
• Network of 3,000 subscribers• World-class academic thinkers• Global cross-sector sustainability business
leaders• Produce rigorous, academic, executive-friendly
tools and resources on critical sustainability topics
Anthea Rowe
Academics 53 Research
Centres 7 Topic Editors 1,200 Individuals
Research Centres
Business Leaders 17 Leadership Companies 13 Small/Med Companies 12 Industry Associations (30,000 businesses)1,800 Individual Subscribers
NBS Leadership Council
Dr. Ute StephanUniversity of Sheffield
April 16, 2013
How to DriveSocial Change
Research QuestionHow can business help change people’s behaviour to benefit society?
Research team: Ute Stephan, Malcolm Patterson, Ciara Kelly University of Sheffield
Advisors: Johanna Mair (Stanford U.), Rob Briner (Bath U.), Jo Rick (Manchester U.) and Debbie Baxter (LoyaltyOne), John Coyne (Unilever Canada), Karen Clarke-Whistler (TD Bank Group), Tim Faveri (Tim Hortons), Brenda Goehring (BC Hydro), Peter MacConnachie (Suncor Energy).
Research Process
Located 10,509 literature sources (8054 academic and 2455 business)
Identified the 123 most relevant sources
(107 academic and 16 business)
DevelopedSocial Change Framework
Prof. Ute Stephan
What is Social Change?
Social change is:• Collective: systemic transformation in
patterns of behaviour• Positive: change that benefits individuals,
society, or the environment• Actively created by organizations
(rather than happening to us or resulting from crisis)
Changing What? Focus of Social Change:
Environmental behaviour
49%
Health Behaviour
31%
Social and economic
inclusion 45%
Civic engagement14%
Focus of Social Change
Motivation Capability Opportunity
The Framework
So, how to do it?
Encouraging Consumers to Eat Healthier
Traffic-light colour labelling on front of product
Nutritional info on back of product
Read or download the report: www.nbs.net
Encouraging Exercise• Nike+ fuelband
Read or download the report: www.nbs.net
Saving Lives through Soap
Read or download the report: www.nbs.net
Tim Hortons Coffee Partnership
Read or download the report: www.nbs.net
Questions So Far?
Please use the Questions window or Chat box.Read or download the report: www.nbs.net
Up Next:
Best practices for leading behaviour change projects…
Organising Your Project to Deliver Social Change
Grameen Danone Joint Venture
• Founded in 2006 to fight child malnutrition• Nutrient-enriched yogurt at $0.07 a cup• Distributed via salesladies who get 10%
commission• Small plants use solar energy, local inputs,
biodegradable packaging• Created 1,600 jobs within 30 km of plant
Grameen Danone Joint Venture
Don’t Over-Promise. Be Credible.
SummaryFramework for creating social change• Key components: Motivation, Capability,
Opportunity
• 19 mechanism “how to’s”
• Organisation of successful change projects
• Many organisations, large and small, are already
delivering social change!
Questions?
Please use the Questions window or Chat box.
www.nbs.net Read the reportsSubscribe to free academic resources!
What to do next? Start with surface-level strategies, build up credibility
and then move to deep-level strategies
What to do next? con’d
• Which change projects to pursue?– Fit with your business values and
competencies– Go it alone? –Other options: Partnering,
crowdsourcing, employees
• Engage in and document experiments and pilot projects – Builds your credibility, is cost-efficient, and
helps creating an evidence base
