• Water pollution is seen as a top environmental priority in China, exceeding climate change

This does not come as a surprise. China is witnessing an acute water crisis: two thirds of China’s approximately 660 cities have less than they need and 110 of them suffer severe shortages.

Why “Exceeding climate change”? Because water is perceived as a more local issue, with immediate threats in daily life and drastic health impacts. Growing public awareness, accompanied by greater official and media attention to the problem, have for instance prompted rising complaints and protests about water pollution all across the country, with high frequency.

• Government considered most responsible for providing clean water, but companies are also on the radar!

Whether domestic or foreign, companies operating in China are increasingly held accountable with regards to water issues, by local residents and grassroots NGOs (see this name-and-shame corporate water pollution map here), by the government at both local and central levels (see this recent “blacklisting” of water polluters here), the media, and of course, the netizens themselves.

CSR and community outreach are among the most effective ways to pre-empt any risk-related issue and maintain its license to operate in China by 1) operating in an environmentally-sound manner and exceeding standards, 2) engaging key stakeholders by leveraging diverse communications channels.

• Chinese respondents do not feel empowered to address water problems

Chinese consumers and citizens are the first victims of water pollution and scarcity, and while they are increasingly voicing their concerns online and offline, they are also willing to help improve conditions on the ground, and most especially to BE part of the solution.

This is definitely THE area where companies and NGOs can add great value, by empowering consumers, employees or the larger public as agents of change, giving them a greater purpose, furthering engagement and dialogue, and therefore trust.

• China is not alone. Water Also Tops Climate Change Worldwide

The China poll is part of a comprehensive international study which surveyed 1,000 people in 15 countries, and probed 500 in each of the following countries on specific questions: Canada, India, Mexico, Russia, the United Kingdom, the United States (and  China).

The survey also finds that people around the world view water issues as as the most important facet of the world’s environmental crisis, greater than air pollution, depletion of natural resources, loss of habitat and climate change.

When communicating about climate change, we often recommend to talk directly to people’s concerns and needs, i.e. energy-saving and costs, but why not also talking about water issues as they aredirectly linked  to climate change (i.e. scarcity, pricing, etc.) and to people’s top environmental concern? What do you think?

Full survey results, including, pictures, interactive maps, and detail for each of the seven featured countries, are available here. A webcast of the survey launch is available online here.

Clownfish

Some trends are more of a very long-term evolution that goes much beyond 2010, i.e. energy efficiency, legal requirements , etc.. as there are still holes in the system such as weak law enforcement, economic performance/environmental protection dilemma, etc…

However it is a pretty comprehensive list and Clownfish points out to some trends that will largely impact the way businesses will effectively communicate (or are already communicating) their sustainability performance, and how they will have to engage with their stakeholders. It includes:

• From greenwashing to green identification

Chinese consumers may soon become aware of the concept of greenwash – the deceptive use of green marketing. In Taiwan, 23% of the public already believe that claims about sustainability are just a new marketing technique (cyberone.tw 2008).

Some Chinese furniture companies have made ‘green’ claims and plastered unverified green labels all over their packaging. Yet officials have revealed that many items are actually a health hazard – far from the environmentally and socially responsible image that their advertisements would have you believe.

One way or another, companies that turn themselves ‘green’ overnight or simply use ‘green’ iconography will soon have to face the consequences. Consumers expect companies’ sustainability to be real and transparent, not a manipulative tool. At Clownfish, we believe that it is about creating compelling communications, underpinned by fact, with a clear call to action for consumers.

• From offline to online

Brands can no longer hide behind their TV ads or billboard posters because of the power of online search. Consumers can find information about anything, anytime, and they are actively seeking information about the brands with which they interact. In 2009, it is going to be increasingly important for brand image to match company behaviour. Blogs such as Tianya and Sohu, where people have open discussions about anything, anytime, often have more influence on consumers buying habits than a company’s advertising.

The recent claims made about harmful substances in Jonhson’s baby products have escalated, with some people even claiming adverse effects after using the products. Although the Chinese government has cleared Johnson’s name after careful investigations in March, the active bloggers of the world have spread the incident across the internet, damaging the brand’s reputation considerably.

So brands must use clear, genuine, and authentic messages that promote transparency. As this research hows there is a positive correlation between transparency and trust – It’s about being tangible.

• From external claims to internal change

The health and safety standards of products have always been a concern for the Chinese public and this concern is not going away anytime soon. In reaction to this, many companies have adopted marketing strategies to emphasise that their products are ‘natural’.

Clownfish predicts that this emphasis on nature will soon become intertwined with greater environmental and social impacts, that go beyond health and safety, such as carbon emissions, waste production or water usage. As the awareness around these issues grows, business models will start to change – not only for the good of the world, but also because they offer real business opportunities. Clownfish suggests that those companies that get ahead of the game and address their environmental and social impacts now will be the successful companies of the future.

• From company claims to external verification

Consumers no longer passively accept news and product information thrown at them by marketers, ads, or their peers. 64% of consumers want third-party verification of green claims according to the GfK-Roper’s 2007 report. Some partnerships are already developing between NGO’s and large organisations, for example Lenovo and five Chinese NGOs, McDonald’s and Greenpeace, and Coca-Cola and WWF. As this trend continues in 2009, there needs to be a balance between credibility and values for both the company and the NGO. This will help to retain the trust of consumers.

When it comes to comes to the increasing role and impact of NGOs in China (that Clownfish sees as “From NGO criticisms to active involvement”), I would be much more cautious as many NGOs (non-GONGOs) in China are still operating in grey areas where clear regulations are still lacking, and where trust and credibility with the public (consumers, media) is still a major issue.

Furthermore, it is also important to look at the Chinese government’s agenda for the years to come in order to define whether green will be a top priority for business willing to secure their license to operate (and profit) in China, or whether other issues might come first, such as access to healthcare, poverty alleviation, education, etc..

To be followed!

For those more interested in global trends, Clownfish as also published a set of trends for business in more developed market, here.

Original source: Cleaner Greener China

Credit Image: Michael Turek

However, don’t we say that “a crisis is a terrible thing to waste”? Haven’t we reached a “turning point”, a key moment in history to innovate and reinvent our model? This is exactly the point made by Geoff Mulgan at TED 2009 in Oxford: why not using stimulus funds to stir social innovation – and thus investing in a better world?

In the pure TED tradition, it is an extremely interesting speech…and hugely motivating! So, yes..we can!

Enjoy! And, if you have few more minutes available, read through the comments below the video on the TED website here, they are definitely worth it.

Source: Initially found on China Crossroads

Few thoughts:

• Such data shows that people in general, whether consumers or citizens, are getting more interested in green issues, I see it as a proof that ‘Green’ is getting more mainstream. Perhaps the political agenda in the US, i.e. the Waxman-Markley bill which has largely dominated the news, can also explain that?

• As ‘Green’ is an increasing topic of interest for netizens, it inevitably becomes one on Google as well. Because Google is now companies’s new homepage, and because most of the online conversations between an organization and its stakehodlers start with search, this is definitely an area to keep exploring to further engage people on sustainability issues.

Even though beauty/fashion/style and teens remain the top centers of interest for web-users in absolute terms, such a growing trend in Green is to follow, and to check in the next months to come.

Does anyone know where I can find the same type of data for other geographical locations, i.e. Asia & Europe?

(Stats initially found on Thomas Crampton’s blog here)

Image Credit: David Muir

Well … as the communications disciplines are converging today, I believe it is important to being ‘less territorial”, but instead being open to learn more from advertising and marketing, including  insights that can be extremely useful for Sustainability and CSR communications campaigns.

Here’s is what I learn from marketing and advertising, and why:

1/. Creativity & Ideas

Creativity is by far the reason #1 why I am always looking at the latest PSAs or non-commercial ads available online, such as these ones here, as they smartly leverage cultural references, social trends and emotions to get their messages and big ideas across. Needless to say that in order to cut through the clutter, creativity is a MUST for sustainability/CSR communications, as 1)  the average consumer sees more than 3,000 messages a day, and 2) audiences like to be entertained, not pitched!

2/. Research & measurement for ROI

For many in the PR field, and especially in digital/social media communications, ROI measurement is a ‘holy grail’, and here, marketing has a lot to offer with an extensive set of research approaches (pre- and post-campaigns), measurement metrics and objectives. It particularly makes a lot of sense when it comes to CSR & Sustainability communications as  the budgets for such programs are often cut due to budget constraints and doubts over their capacity to achieve business objectives.

3/. Messaging and target audiences

Finally, as the success of any communication campaign always depends on the right definition of target audiences/key stakeholders and  messages, marketing research and studies are a gold mine of insights about people’s perceptions and related-behaviors for all things sustainable in an always changing environment.

Do you see anything else that PR & Sustainability Communications consultants can learn from advertising and marketing?

Or vice-versa?

]]> http://www.sustainabilityconversations.com/2009/09/14/as-a-pr-sustainability-communications-professional-what-do-i-learn-from-marketing-and-advertising/feed/ 0 http://www.sustainabilityconversations.com/2009/06/05/china-youth-trends-and-implications-for-sustainability/ http://www.sustainabilityconversations.com/2009/06/05/china-youth-trends-and-implications-for-sustainability/#comments Fri, 05 Jun 2009 06:19:21 +0000 admin http://www.sustainabilityconversations.com/?p=63 Since I arrived in China, I have always been fascinated by the Youth here (my peers, I am still below 30), and especially the post-90s generation which has now emerged from the great changes the Chinese society has experienced over the last decades: a whole society shifting from a planned economy to a market economy, from a traditional society to a modern society, and now a risks society (recession, etc.)

Well, the other day I came across a very interesting marketing research “China Youth Trends and Business Implications” published by China Youthology (青年志) – an innovative agency which works on brand-youth connection in the China market – and I found great insights on deep-rooted changes in Chinese youth’s values and lifestyles, and how it affects the ways companies in China should approach and leverage their Sustainability/CSR programs to better engage and ‘connect’ with the Chinese Youth. ‘Sustainability’ and ‘CSR’ are the social currency that the young generation will identify themselves and build relationships with others in their communities.

See the slide share presentation below that gives a great overview of China Youthology’s findings (or download the full-report here).

I have liked this research report so much that I have also extracted some of the sustainability-relevant parts of it, Enjoy!! no matter how long it is

1. The emergence of a ‘New Citizen’

The young generation grew up with Chinese economic reform and open-door policy. As the single child generation, they have been coined as ‘little emperors’ and labeled as selfish, irresponsible, and rejecting of traditional values. In 2008, when youth spoke up during the Tibetan unrest, showed concern during the Sichuan earthquake, and great pride at the Beijing Olympics, it caught many people by surprise. This generation is now known as the ‘bird nest generation’. Issues of social justice and equality have become relevant and visible to common people. And the Internet has empowered youth as a tool to express their opinions, exchange ideas, form communities, and make a difference.

• Marketing/Communications implications?

- Corporate Social Responsibility under scrutiny: CSR is no longer a ‘nice to have’, but a must-have quality of corporations.

- Stop talking, Prove it (Walk the talk and talk the walk): Empty slogans are transparent and out of date. Even donation and charity campaigns now risk the perception of trading money’ for media attention. Young people respect sincere and long-term efforts.

- Get it Louder through Communities: The long-term, down-to-earth efforts need to be connected with the local communities through which young enthusiasts are taking small actions. Only by this means will efforts become ‘social currency’ for young people to talk about.

2. New Life: From indulgence to sustainability; pains of modernity and risks awareness

While the youth enjoy the ‘fruits’ of modern life, they’ve also started to feel the ‘pains of modernity’ at the same time: the polluted environment, the growing incidence of diseases in younger age, the severe issues of food safety (melamine crisis), and now the economic crisis. They have realized and experienced the many risks in the society and in their life, and they aspire a life and world that is more sustainable.

• Marketing/Communications implications:

- Knowledge marketing: The trend of sustainability has been seen in the developed markets for years. However what’s different (and more challenging) in the China market is the presumption of guilt of corporations. When news (true and false ones) about product safety/ quality breaks, they spread dramatically and usually devastate the brands. Aside from reacting to the crisis responsively (by various ways of conventional crisis PR), companies still need to learn better ways to constantly communicate with their customers to ease the tension and concerns caused by asymmetry of information.

- Sustainable products: Safe is not good enough. The increasing needs for environmental friendly, natural, and healthy products has become inevitable. Concerns about health issues have become big barrier for many brands in the categories of food, skincare, home furnishing, and others. And it marks the precursor for innovation towards higher sustainability for many brands.

Well, I have just read the list of the top marketing buzzwords we can expect to hear a lot more of in 2009, as reported here.

The only sustainability-related buzzword is ‘Greenlining’ which comes down to the 83rd position. It is pretty sad, especially when we get to know what this buzzword is all about: the process of going green in the office as a method of improving the working environment!

Is that all? Yes, and no…there is a great number of other (better-ranking) buzzwords that are ‘CSR-relevant’ and that should guide our approach to CSR and Sustainability in 2009:

• No. 1: Value Justification – Does CSR and Sustainability create sufficient value that would justify spending on it? Of course, this has been a very hot topic in 2008 and 2009 as the recession hit and budgets got cut. It has also been the best test for CSR / Sustainability ever:

As Daniel Franklin in The Guardian wrote, “harder economic times may help to sort out CSR. Some pet projects with no obvious benefit for the business will be dropped. But thoughtful companies will keep at it, with a keener understanding that CSR efforts needed to be sharply focused – and require hard work and careful implementation”.

No one has the choice but to demonstrate the ROI of CSR, which implies abandoning superficial apporaches to rather focus on value-added approaches, aligned with business objectives and strategy over the long and medium term. CSR is an investment after all.

• No. 2: Business Objectives – When developing a CSR strategy, it is important to determine the top three business objectives of the company and develop CSR goals that will contribute to the achievement of these business objectives
• No.5: Benchmarking – In recession, companies that can stand above the average and keep up with their strategic CSR approaches will develop a strong leadership and competitive advantage. No wonder then why rounding out the top 5 is benchmarking as companies will be focusing on their competitors to try and measure their own performance.

And others:

• No. 24: Social Networking – No one is indifferent to the role of social media channels for CSR communications and reporting, as well as powerful stakeholder engagement around ‘good causes’ (i.e. consumers)
• No. 59: Corporate DNA – CSR must form an integral part of companies’ core values and mission, corporate culture.
• No. 79: Win-Win – CSR is not a zero-sum game – it is not about winners and losers. When done properly, it is a win-win situation that hits the triple bottom line.

And another one…Recession Proof (No.70) as consumer demand for green products remains strong despite a declining economy.