P ri nz conference - michael field (2)
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A key-note address I gave for the Public Relations Institute of New Zealand (PRiNZ) conference on the important role PR and communications professionals have in the sustainability area.
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P ri nz conference - michael field (2)
- 1. Â
- 3. Mammal species â 25% threatened
- 4. Coral reefs â 50% in danger
- 5. Sea fisheries 70% over-fished or collapsed
- 6. Farmland â 67% degraded
- 7. Wetlands â 50% gone
- 8. Freshwater fish populations 50% less
- 9. Large rivers 60% dammed or diverted
- 10. Bird species â 10% threatened
- 11. Mangroves â 50% gone
- 12. Original forest â 80% gone
- 13. So what are our chance of survival? 50%
- 14. Depressed yet?
- 19. Resource use - The Funnel Metaphor Resources Time Demand Supply ?
- 23. The cost of change Sustainability Legislation Minimum requirement Cost of change too high Business fails Gradual investment over time
- 39. Â
Hinweis der Redaktion
- Remember to click slide to get name up Intro myself â anything that isnât covered already by the person introducing me.
- Human extinction probability
- So thatâs the context, letâs get into what it all meansâŠ
- Nothing like a definition thatâs more confusing than the word itâs defining! Precautionary principle â if we donât know, for sure, what the impact will be of doing something, we shouldnât do it. The precautionary principle is based onâŠ
- And understanding this is the core philosophy of sustainable business I want to paint a picture of some of the issues that my industry faces, almost all of which can be solved by your industryâŠ
- Everyone gets caught up in the science
- Resources that we use per person Example of Water Humans currently use the resources of 1.25 Earths So assuming we donât go on a mass cull, we need to reduce the amount of resources we use per person. A much easier way of looking at it is the funnel metaphorâŠ
- Itâs not about chaining yourself to a tree (1923 to 2000) So what are these theoriesâŠ
- So that's the internal drivers, but what about the external onesâŠ
- By comparison â if you are seen to be not doing it, human philology dictates that you will automatically be seen as the pole opposite â silence is just as bad The financial driversâŠ
- Minimum requirement â being as bad as the law will allow you to be. So thatâs all the reasons why youâd be daft not to; but what about the opportunitiesâŠ
- Itâs not all negative drivers So when we talk about sustainable thinking, whatâs included?...
- Broad brush of the topics covered under Corporate Sustainability Cover off Sustainable Development â the oxymoron There's a great deal there, so letâs break it down a bit moreâŠ
- So thatâs all the theory, but how does it work in practiceâŠ
- There are plenty of New Zealand examples, but this is a global one (talk about my involvement) the real drivers â sound economic sense, Aus$2.5 million saved in waste reduction over two years â why wouldnât you? Ray Anderson (the face of Interface) President â mentioned in The Corporation â canât get better positive PR than that and it was free! What was the difference between us (recognised as a global leader in sustainability) and our competitors, who got branded as green washers? â damned good PR and Commâs people, thatâs what and thatâs ALL! So whatâs driving New Zealand businesses to engage in sustainability today?...
- Hundreds of orgâs in NZ already report So what does this mean for you?...Now weâre getting to the important bit that youâve all been waiting so patiently forâŠ
- GRI tells them what to report on â what data to report
- Even worse, more often than not itâs environmental consultants who have been ârebrandedâ as sustainability consultants There is a framework that everyone uses though, so letsâ have a look at thatâŠ
- Everyone whoâs anyone uses this framework Sets out a series of performance indicators for organisations to report on â itâs basically what everyone is expecting to hear about from a sustainability perspective: Waste to landfill Energy usage CO2 emissions How you treat your staff etc and what you are doing to improve matters So, again, thereâs the âwhatâ but not the how. Oh, but donât worry, thatâs covered as wellâŠ
- Yep, thatâs all they tell you. Much help? There is also a diagram if you like those instead, which is actually more confusing than the words. Itâs not hard to see how most organisations get so caught up in the technical aspects, they forget why they are reporting in the first place, especially when it isnât legislatively required. Reporting is a communications tool, so why is it that businesses lose sight of the fact that people read it?
- Currently an enormous gap. Example of stating data without meaning â co2 emissions per year in tonnes â what does that mean? Whatâs that per person or per m2 â what do other companies produce, what are the plans to reduce etc??? Itâs all good in theory, but what the whole movement is about is getting people to change their behaviour, so do we manage that?...
- (internal & external) But currently those trying to influence people are environmental or sustainability professionals â clearly not the best communicators! Another one of those unhelpful terminologies I mentioned earlier, so what does that actually mean?âŠ
- The basic psychology The environmental preacher! We always go with the easiest thing to change â our beliefs - Give example of a guy with the V8
- Donât tell us what we canât do all the time â stop doing this, donât do that â tell us what we can do for a change â then we can act. We are starting to get it though, so I wanted to show you a good example of that (since Iâve done nothing but whinge the whole time â typical Pom)!
- Try and get high resolution version
- Remember to click slide to get name up Thank everyone for your attention, and now weâve got time for questions, so fire awayâŠ