There is a yawning gap between people's claimed and actual sustainable behavior. At Ogilvy Earth, we call it The Sustainability Gap.

1. Get Going with Green
Closing the Sustainability Gap
与绿色同行
——跨越可持续性鸿沟

2. OgilvyEarth is the global sustainability practice within the Ogilvy &
Mather Group.
We help brands harness the power of sustainability, through strategic
planning and communications.
We work with visionary companies that are looking to make
sustainability a growth driver for both their business and the
communities they serve.
奥美爱地球是奥美整合行销集团下属的可持续性业务。
通过战略规划和媒体传播，我们帮助品牌驾驭可持续性的力量。
我们与那些高瞻远瞩的企业一同寻求企业和社会可持续性的发展动力。

3. There is a yawning gap between
people’s claimed and actual sustainable behavior.
At Ogilvy Earth, we call it the Sustainability Gap.
关于可持续性，人们的所说和所做之间有着日益扩大的鸿沟。
奥美爱地球将此称为可持续性鸿沟。

4. Claimed behavior
人们所说的
• 50% said they use renewable energy at home
• 50%的中国受访者声称他们在家使用可再生能源
• 52% said they avoided using plastic bags
• 38%的人说他们使用替代性汽车燃料
• 38% said they used alternative automobile fuel
• 52%的人说他们不使用塑料袋
Research by Landor Associates, 2008.

5. A problem with research
面临的问题
Put the question in a survey, and respondents will tick the answers that make them
look good.
Claiming to be green is the politically correct thing to say.
在接受可持续性方面的调研的时候，这些受访者都会选择使他们看起来形象良
好的回答。
号称环保是一种怎么也不会错的说法。

6. When people claim they are green,
it is because they already have the
knowledge that they need to
change their behaviors.
They are concerned, but they feel
powerless.
当人们说他们很环保时，只是因为
他们具有改变行为所需的知识。
他们关心此事，但他们还是感到无
能为力。

7. Whose responsibility?
谁的责任？
• China’s green stimulus, announced in 2009, is simply the largest in the
world, with USD 221 billion - 34% of the total stimulus package -
committed until 2020.
• 2009年，政府宣布将投入2210亿美元的环保激励金额（这个数字已经
是迄今为止世界范围内最巨大的环保激励金额）；而且这个数字高居
国家整个经济刺激计划的34%。
% Power Obligation Action
Government 65.8 56.7 42.7
Corporations 10.6 25.8 15.8
Individuals 23.5 17.5 41.3
Quantitative study amongst 1300 respondents across China.

8. Whose responsibility?
谁的责任？
• China’s green stimulus, announced in 2009, is simply the largest in the
world, with USD 221 billion - 34% of the total stimulus package -
committed until 2020.
• 2009年，政府宣布将投入2210亿美元的环保激励金额（这个数字已经
是迄今为止世界范围内最巨大的环保激励金额）；而且这个数字高居
国家整个经济刺激计划的34%。
% Power Obligation Action
Government 65.8 56.7 42.7
Corporations 10.6 25.8 15.8
Individuals 23.5 17.5 41.3
Quantitative study amongst 1300 respondents across China.

9. A focus on compliance,
cost & image 法律的强制、成本及品牌形象
• 84% companies said that environment protection is
important to them because it is a legal requirement
• 84%的受访企业认为环保对于他们很重要，因为这是政府
明文规定的法律要求
• 79% said it was a brand image necessity
• 79%的企业认为环保是品牌形象的需要
• Only 19% said they were promoting the sales of
environment friendly products
• 仅有19%的企业声称，他们在促进环保产品的销售
Chinese companies in the 21st century, A survey of Social Responsibility &
Sustainability of Chinese companies, Worldwide Fund for Nature, April 2010

10. 53% of our respondents said that the
green options in the marketplace
were too expensive.
53%的受访者觉得市场上的环保产品
都太贵了。

11. Regular Eco-friendly/
Organic
400 3200
Regular vs bamboo frame bicycle
27 138
3 kg of fresh vegetables
18-26 58
8 pack roll of toilet paper
300 750
Double occupancy per weekend night

12. Time & money as barriers
时间&金钱的障碍 If they had more money
If they had more time
37% would ride a
bike to work 29% would buy
energy saving
appliances
27% would use
cloth nappies
42% would buy eco-
42% would save friendly detergents
electricity
45% would drive a
38% would hang hybrid / electric car
clothes out to dry

13. A sense of entitlement 争权意识
• “We’re only beginning to enjoy the
fruits of our prosperity, and you want
us to stop?”
“我们刚刚开始享受社会繁荣的成果你
却想阻止我们？”
• 55% of our respondents are driven by
convenience for their purchases
55%的受访者声称方便时他们购买决策
的主要因素
Only 18.6% said they would limit
consumption.
只有18.6%的受访者说他们会限制自己的
消费。

14. Official, formal discourse
官方、正式的用语
• Accurate vocabulary played back
• School based, formal learning
– 40% learned about sustainability in
school
• Showcases: Olympics, Expo
– These emphasize government role
• 当下应景的话
• 以学校为基础的学习
– 40% 的中国消费者在中小学阶段获得
关于可持续性的知识
• 展示：奥运会，世博会
– 强调政府的职责

15. Chinese consumers are confronted by an overload of
claims and certifications that they feel they cannot
trust.
面对铺天盖地的环保认证，中国消费者很难相信环
保产品能效的真假。

16. The idealism of Green Heroes
绿色英雄的理想主义
The badge that the Eco-chic wear
环保形象的个人标志
Creates a distance
普通人和绿色英雄的隔阂

17. But there’s hope.
但我们仍有希望。

18. A willingness to act
行动的意愿
• 67% believe that their efforts did count
67%的受访者认为自己的环保努力有意义
• 69% said that if environment friendly products were
available at the same price point, they would purchase
them
69%的受访者说，如果环保产品和非环保产品价格一样，那
么他们将会购买环保产品。
• Not entirely closed to the idea of paying a small premium
– 71% are happy to pay up to 10% more
并不是说，由于要支付额外的费用，消费者就对绿色产品
失去想法
– 71%的人乐于多付10%

19. The opportunity 机遇
• 90.7% believe that the sustainability movement is
on the upswing
90.7%的受访者认为中国的可持续性运动处于上升
趋势
• 78% said they would rather be given guidelines on
how to live a sustainable life & do it themselves,
than it be legislated
78%的受访者说，他们宁愿政府或相关团体为他们
提供关于可持续生活的指导，然后他们自己去实
践，而不愿意让政府的规定来强制他们采取环保
行动
• 80% would like to receive recognition from their
peers for their positive green behaviors
80%的受访者希望自己的同伴能认可和赞赏自己的
环保行为

20. We need ... easier pathways to embrace the
sustainability opportunity.
我们所需要的 ……更简单的方法来接纳可持续性
机遇
… greater recognition and positive
reinforcement of good behaviors.
……更多的认同和对可持续性行为
的积极回应
… to come up with solutions
together.
……一起来解决问题
…to assume greater responsibility
for our actions.
……为自己的行为承担更大的责任

21. The solutions lie in understanding the everyday lives
of people.
The answers are embedded in their overall
consumption ethic.
了解人们的日常生活，才能找到解决的方法。
问题的答案存在于他们的消费理念。

22. 24 families and young individuals. 3 cities
3个中国城市的24户家庭和年轻人
Whilst engaging with the
subjects, it became clear to us
that no matter how ‘misguided’
or ‘skeptical’ an individual
might be, there is still an
opportunity to engage in a
dialogue that favors
sustainable behavior.
跟随这些主人公的日常生活轨
迹让我们明白，无论被访者多
么地“被误导”或“疑虑重
重”，我们和他们仍然可以开
展关于可持续性行为的对话。

23. Flexible progressives
灵活的进步者
• Often with a background of
deprivation
• Get a kick out of maximizing
resources & efficiency
• 多有贫困的个人经历
• 从废物利用的最大化中得到了无穷的
乐趣
Zhou, 38, and his wife Wang
from Anhui.

24. Flexible progressives
灵活的进步者
• Use energy-saving light bulbs; have
plants to ‘soak up the carbon’; do half
their laundry by hand
• Proud of their green achievements,
but do not feel the need to compare
themselves with others
• Power shared equally at home
Zhou, 38, and his wife Wang
• 使用节能灯泡；种植物来“吸收碳”； from Anhui.
一半的衣物手洗
• 对他们的环保成就很骄傲，但不想与
其他人比较
• 夫妻俩平等持家

25. Flexible progressives
灵活的进步者
• Arrival of their baby
provoked a heightened
consciousness of
sustainability
• Willing to accept hand-me-
down clothes from relatives
• Shop at local wet market: “A green lifestyle starts from
cheaper and fresher individuals and families who want to
make their environment green and
• 宝宝的到来使他们更加关注
sustainable, then the community and
可持续性问题 finally, the whole city.”
• 乐于接受来自亲友的二手衣 “绿色生活方式首先是那些想要绿色
服 环境和可持续生活的个人与家庭开
始实践，然后扩展至社区，再然后
• 从附近的菜市场买菜；更低 扩大到整个城市。”
廉、更新鲜

26. -Heroes amongst us.
-Bring men & women equally into the
discussion.
-Use critical moments in life, such as
childbirth, to motivate action.
-平民英雄。
-保持家庭决策中男女平等。
-在生命的关键时刻，比如宝宝的降生，
激励可持续行动。

27. Misguided materialists
误入歧途的物质主义者
• Avid consumers, driven by personal
interests & comfort
• Green reducible to an aesthetic
• Unequal power equation between
the genders
• A clear image of what constitutes a
‘good life’
• 迫切追求个人利益与案例
• 绿色只是一种审美
• 性别不平等 Gao Xudong, 28 yrs, with
his family
• 关于“幸福生活”的清楚构想
“China must ensure everyone has enough to eat first, before we can be too
concerned about sustainability.”
在高度关注可持续性之前，中国首先要保证每个人都能吃饱。

28. Misguided materialists
误入歧途的物质主义者
Su Liang & Fei Jia, Wuxi
• The more, the better
– An irrational, but deep fear that wealth
gained might be lost
• Most engagement with sustainability is
symbolic
– Groping for answers
• 愈多愈好
– 对于财富损失的非理性深层恐惧
• 多数可持续行为只是象征性的
– 探求答案

29. -Address deep insecurities that lead to
hoarding.
-Provide incentives for de-cluttering and
sharing.
-Tackle the misperception that green is
just about aesthetics.
-指出他们储存行为背后的深层不安全感
-鼓励他们进行整理和分享
-消除他们的误解：“绿色只是一种审美”

30. Green is not only a reputation
opportunity for corporations,
rather it is a marketing
opportunity in itself.
环保对于企业不仅是美其名的
机遇，还是市场营销的契机！

31. Future Pathways for Behavior Change
Mainstream, not model
Products, not policy
Choice, not constraint
Everyday, not just Earth Day
Dialogue, not decree
Conscious, not conspicuous
Personal, not planet
Collaborate, not confront
Incentive, not invective
Pluralize, not polarize

32. Mainstream, not model
大众，而非典范
There are plenty of mainstream green behaviors
that warrant active encouragement:
Cycling, sleeping on straw mats in summer,
carrying one’s own water flasks, etc.
Rewarding these behaviors would encourage
those who think sustainability is only for the
wealthy or altruistic.
大量的大众环保行为应该得到积极的鼓励。
循环利用，夏季睡凉席，带自己的水壶装水等等
对这些行为给予奖励，可以鼓励那些认为可持续
性只专属于富有者或舍己者的人

33. Products, not just policy
产品，而非政策
Is there anything in your existing products and services that can
be highlighted as being sustainable?
Do manufacturing and / or transportation innovations result in
less impact on the environment?
If they do, let the consumer know.
And then start innovating.
在你已有的产品和服务中，有哪些可以被强调具有可持续性？
生产和（或）运输上的创新能给环境带来更少影响吗？
如果你的答案是肯定的，就让消费者知道这一切。
然后开始创新。

34. Everyday, not just Earth Day
每一日，而不仅是地球日
This is important to overcome the
challenge of tokenism.
We need innovation, not abstinence.
应对表面作秀的质疑，这很重要。
我们需要创新，而不是禁用。

35. Incentive, not invective
激励，而非斥责
Create incentives for both individual and
community adoption.
Solar heaters with toilets!
Additional marks for spreading the word
in your family!
激励个人和社区推广
装有太阳能热水器的厕所！
在家庭进行推广的额外奖励！

36. Dialogue, not decree
对话，而非命令
When the engagement is based on compliance, all we do is follow the rules and forget
about it. But we talk about brands all the time.
Closing the sustainability gap calls for conversations.
当参与的基础是遵从时，我们所做的全部就是遵守规则然后忘记它。
缩小可持续性鸿沟需要交流。
The chopstick forest got
Beijing talking.
No law banning
disposable chopsticks
was required.
筷子森林引发了城市的
议论。禁止一次性筷子
并不需要诉诸法律。

37. Acting on these insights
根据启示行动
• Dig deeper into the families’ homes to uncover insights
for Ikea
• Use these insights to generate hypotheses for you
– Test those hypotheses with your customers
• Accompany some of your shoppers on their journey
– Understand how your sustainability initiatives are getting through
• 深入了解消费者的家以得到启示（Ikea宜家）
• 利用这些启示建立假设
– 在你的消费者中检验这些假设
• 陪伴消费者购物
– 了解你的可持续性理念如何体现

38. Thank you.