A short maniifesto about how storytelling can be used to engage stakeholders in sustainability issues.

1. Storytelling
&
Sustainability
Engaging and motivating through great stories
Designed by

2. Sustainable Management
is a keyword in the corporate strategy
of the 21st century

3. Only in 2009, global new investment in
sustainable energy reached $162 billion

4. And the attitude of companies towards
sustainability issues became
an important indicator of quality
THE GLOBAL 100
RANK COMPANY GREEN SCORE
1 IBM 100.00
2 Hewlett-Packard 99.33
3 Johnson &Johnson 98.51
4 Sony 96.40
5 GlaxoSmithKline 94.18
6 Novartis 91.48
7 Deutsche Telekom 91.40

5. In the USA, 88% of executives report
their company is “going green”
Fonte: Gibbs & Soell Sustainability Report 2010

6. But only 29% of executives
and 16% of consumers believe that
the majority of businesses are really committed
Fonte: Gibbs & Soell Sustainability Report 2010

7. That means stakholders are
not truly engaged

8. We believe that happens because most
companies are concerned about proposing
sustainable improvements
Water
Energy
Waste
Biodiversity
Labor & Equity

9. In order to gain prominence
as a sustainable company
Water
Energy
Waste SUSTAINABLE
Biodiversity COMPANY
Labor & Equity

10. Presenting results that seems to
please their stakeholders
Water
Employees
Energy
SUSTAINABLE Consumers
Waste
Biodiversity COMPANY Community
Labor & Equity Government

11. While in fact, it should happen
in a different way
Water
Employees
Energy
SUSTAINABLE Consumers
Waste
Biodiversity COMPANY Community
Labor & Equity Government

12. Firstly, you gotta identify changes that
stakeholders expect from the company
Employees
Consumers
Community
Government

13. Bringing that challenges into corporate culture
Employees
SUSTAINABLE Consumers
COMPANY Community
Government

14. Which will lead to different resolutions, that
can benefit all involved in the cycle
Water
Employees
Energy
SUSTAINABLE Consumers
Waste
Biodiversity COMPANY Community
Labor & Equity Government

15. Therefore, involving stakeholders
is the starting point
Water
Employees
Energy
SUSTAINABLE Consumers
Waste
Biodiversity COMPANY Community
Labor & Equity Government

16. By motivating people in&around the company
to spread ideas that matter to them and
share their experiences
Employees
SUSTAINABLE Consumers
COMPANY Community
Government

17. So, how to create a context to
TELL
TOUCH &
ENGAGE

18. Telling Great Stories

19. People need to see and experience things
so they can believe it

20. Stories approaches people to facts
and show how their conflicts are overcome

21. Stories can change people’s points of view
and influence their lives

22. So how storytelling is helping brands to
MOTIVATE
&
MAKE PEOPLE ACT
for sustainability?

23. Let’s see some examples

24. case #1

25. Kiva is a non-profit organization that lets you lend
to a specific entrepreneur in developing countries

26. It connects the lender and the entrepreneur
with a great new story in each lending

27. Stories that touch people, who help others
to lift themselves out of poverty

28. The results?
$205.000.000 in loans
98,65% repayment rate
909.133 users & 450 volunteers
211 countries represented by Kiva Lenders

29. And a lot of nice stories like Pedro’s:
CLICK TO PLAY

30. case #2

31. Sustainable Living Contest
was made for Pepsico employees to tell about
sustainable practices in their everyday lives

32. Over 3400 employees from 7 countries
of South America shared their experiences

33. And people voted for the person who had
the most inspiring story of sustainable life

34. Like the routine of Lilian, one of the 10 finalists
CLICK TO PLAY

35. These are only two of many examples
of the power of storytelling to
inspire and motivate people

36. Reports, numbers and racional arguments
are easily forgotten, but
stories stand the test of time.

37. Are you ready to tell yours?

38. Check more about brands and storytelling clicking at
@story_beats
story@lukso.com.br