The plan is about leveraging the study community, its partners, and the work already done. The method is to turn all the interviews into different types of content, get approval from the interviewees and partners, and ask them to share and amplify the messaging.
Key findings
- The first content type is an inspiring quote from an interviewee, illustrated with James Payne of Forum for the Future on unsustainable ways of living and working.
- The second is a provocative question. The examples given are whether business will go far enough and fast enough in this decisive decade, and how an organization defines growth.
- The third and fourth types are partner announcements.
- The fifth type is best practices, the sixth is seeds of growth, and the seventh shows the process and ramps up to launch.
The best practice examples
The first best practice is Carrefour in France. The plan states that because of a law supported by the agrochemical lobby, people have access to only 3 percent of the fruits and vegetables produced, since a producer can only grow what is registered in the official catalogue of authorized species. Carrefour responded by creating The Black Supermarket to sell the unregistered produce and defend biodiversity.
The stated outcome was a shift in perceptions of the brand and a new EU-wide law.
The second is Suncorp in Australia. The plan reports the company’s finding that 97 percent of disaster funding goes to repairing and rebuilding while only 3 percent goes to prevention. Suncorp worked with CSIRO, James Cook University, and Room 11 Architects to prototype a home that can resist extreme weather.
A quote from Ed Freeman is used to frame the argument that companies should act before they are made to: a situation where a solution to a stakeholder problem is imposed by a government must be seen as a managerial failure.
The run-up to launch
The sequence is analyzing and synthesizing data and insights, then preliminary results, then launching key findings, then roundtables around the world. The deck marks the current position part way along that line.
The one action flagged as important is booking dates early, with October suggested for launch events and roundtables in key places around the world.
Source
This page summarises Marketing ASI, by IRG, 2023.