Motivational Needs Finding the Critical Path to Change: Planning and Implementing a Successful Campaign February 7-11, 2011, Doubletree by Hilton Cambridge Garden House Hotel Chris Rose - Campaign Strategy Limited

Safety and belonging Success aka Pioneer aka Prospector aka Settler Maslow’s hierarchy of Needs – CDSM version - the unmet need is the dominant need Sequence of unconscious needs

Unmet needs Attitudes and beliefs Opinions and behaviours Consistency heuristic

Unmet needs Attitudes and beliefs Opinions and behaviours direction of drivers this cannot be reversed

Unmet needs Attitudes and beliefs Opinions and behaviours Life Experiences Opportunities, events, offers and asks Social dynamics, politics, issues, lifestyles, trends Safety and belonging Success

Unmet needs Attitudes and beliefs Opinions and behaviours Life Experiences Opportunities, events, offers and asks Social dynamics, politics, issues, lifestyles, trends Measured as Attributes and mapped BELONGING SAFETY ESTEEM OF OTHERS SELF ESTEEM ETHICAL COMPLEXITY ETHICAL CLARITY

settlers pioneers prospectors Prospectors – outer directed: need for success, esteem of others then self esteem. Acquire and display symbols of success. Settlers - need for security driven: safety, security, identity belonging. Keep things small, local, avoid risk Pioneers – inner directed. Need to connect actions with values, explore ideas, experiment. Networking, interests, ethics, innovation Drivers and behaviours – unmet needs campaignstrategy.org

SETTLER Security Family Price Local Escapist Solidarity Community Thrifty Roots Comfort Fearful

PROSPECTORS Jet Setting Wealth Appearance Keeping Up with the Jones’ Right Neighbourhood Glamour Position Importance

PIONEERS Confident Value Knowledge Discerning Quality Information Contacts People-Focused Risk Takers Individuality

Ethical intl development NGO

Values and actual behaviour 2008 Who Gives A Stuff About Climate Change and Who’s Taking Action ? Settler Pioneer Prospector Actual action Cause NGO Prospects for action Now People

Rejection of the conventional universalist (Pioneer) climate propositions by Prospectors and Settlers Do not ‘care for nature’ Enviro disaster is exaggerated Don’t involve me Oppose climate tax I’m not responsible I’ve not changed buying habits

C ULTURAL D YNAMICS Copyright Cultural Dynamics Strategy and Marketing 2008 British map (base 8,500) Univeralism Benevolence Tradition Security Power Achievement Hedonism Stimulation Self Direction

CONFORMITY AND EXCLUSION IDEALISM AND INDIVIDUALISM OUTER - DIRECTED INNER - DIRECTED AIMLESSNESS ACCEPTANCE OF VIOLENCE ADAPTABILITY TO COMPLEXITY IN LIFE ECOLOGICAL ALARMISM ANOMIE APOCALYPTIC ANXIETY TECHNOLOGICAL ANXIETY BELONGING TO THE "GLOBAL VILLAGE" ATTRACTION TO NATURE ADVERTISING AS STIMULUS ATTRACTION FOR CROWDS ATTRACTION TO THE SIMPLE PLEASURES OF LIFE RISK AVERSION NEED FOR AUTONOMY NEED FOR STATUS RECOGNITION NEED FOR PERSONAL ACHIEVEMENT SEARCH FOR ROOTS NEED FOR ESCAPE CONFIDENCE IN ADVERTISING GOVERNMENT INVOLVEMENT CONFIDENCE IN BIG BUSINESS CONFIDENCE IN SMALL BUSINESS EMOTIONAL CONNECTIVITY AWARENESS OF MORTALITY GLOBAL ECOLOGICAL AWARENESS ECOLOGICAL CONSUMPTION ETHICAL CONSUMERISM OSTENTATIOUS CONSUMPTION EARLY ADOPTION STRATEGIC CONSUMPTION CONSUMPTIVITY CONTROL OF DESTINY RACING AGAINST THE CLOCK PERSONAL CREATIVITY SKEPTICISM TOWARD BIG BUSINESS SKEPTICISM TOWARD SMALL BUSINESS SOCIAL DARWINISM DECONSUMPTION CIVIL DISOBEDIENCE AVERSION TO COMPLEXITY IN LIFE EFFORT FOR HEALTH EQUAL RELATIONSHIP WITH YOUTH EQUALITY OF THE SEXES COMMUNITY INVOLVEMENT ENTHUSIASM FOR CONSUMPTION ENTHUSIASM FOR TECHNOLOGY FULFILLMENT THROUGH WORK SAVING ON PRINCIPLE EVERYDAY ETHICS FATALISM PENCHANT FOR RISK-TAKING HETERARCHY HYPER-RATIONALITY IMPORTANCE OF PHYSICAL BEAUTY IMPORTANCE OF BRAND IMPORTANCE OF SPONTANEITY IN DAILY LIFE IMPORTANCE OF NATIONAL SUPERIORITY IMPORTANCE OF AESTHETICS IMPORTANCE OF PRICE PURSUIT OF INTENSITY AND EMOTIONAL EXPERIENCES INTEREST IN THE MYSTERIOUS INTROSPECTION AND EMPATHY REPRIORITIZING OF MONEY REPRIORITIZING OF WORK ETHNIC INTOLERANCE NEO-ROMANTICISM FLEXIBLE DEFINITION OF FAMILY NEW SOCIAL RESPONSIBILITY OPENNESS TOWARD OTHERS SEXUAL PERMISSIVENESS FEAR OF VIOLENCE ADAPTIVE NAVIGATION JOY OF CONSUMPTION INTUITIVE POTENTIAL FINANCIAL CONCERN REGARDING THE FUTURE PRIMACY OF THE FAMILY PRIMACY OF ENVIRONMENTAL PROTECTION UTILITARIAN CONSUMERISM SPIRITUAL QUEST PURSUIT OF NOVELTY PURSUIT OF ORIGINALITY PURSUIT OF HAPPINESS TO THE DETRIMENT OF DUTY REGIONAL IDENTITY REJECTION OF AUTHORITY REJECTION OF ORDER RELIGIOSITY NETWORKING DISCRIMINATING CONSUMERISM POLYSENSORIALITY CONCERN FOR APPEARANCE FLEXIBILITY OF PERSONALITY FLEXIBILITY OF GENDER IDENTITY TIME MANAGEMENT TECHNOLOGY VITALITY LEGACY MEANING OF LIFE MEANING OF LIFE=FAMILY MEANING OF LIFE=MATERIAL POSSESSIONS RITUAL INTUITION ATTRACTION TO VIOLENCE SOCIAL LEARNING CONTROL OF PRIVACY CULTURAL FUSION CANADIAN IDENTITY SCIENTISM CYNICISM GADGET ZEAL FLEXIBILITY OF AGE IDENTITY DECELERATION MUTUAL AID REGIONALISM Position of trends on the map Canadian/US map ( 2,500 basewww.environics.ca

C ULTURAL D YNAMICS S TRATEGY & M ARKETING © Cultural Dynamics Strategy & Marketing Ltd., All right reserved. Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rules Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice International map (Schwartz)

The problem now is that almost all of the calls for climate action have come from just one bit of the map … For “climate” read human rights … overseas aid … ?

Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rules Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice These are the values of the ‘green’ base They campaign in these terms For “green” read ‘ethical’

So politicians keep hearing and seeing the same thing from the same group of people – a minority in almost all countries

Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rules Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice They aren’t hearing much demand or support from other parts of the map … with values like these and these folk have votes

C ULTURAL D YNAMICS S TRATEGY & M ARKETING © Cultural Dynamics Strategy & Marketing Ltd., All right reserved. Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rules Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice Power versus Univeralism (a key antagonism) Repeated campaigning in the values terms of the base also sets up debate with those of opposing values, as they feel they threaten their success

C ULTURAL D YNAMICS S TRATEGY & M ARKETING © Cultural Dynamics Strategy & Marketing Ltd., All right reserved. Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rules Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice And these people find climate campaigns are ‘no fun’

C ULTURAL YNAMICS S TRATEGY & M ARKETING © Cultural Dynamics Strategy & Marketing Ltd., All right reserved. Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rules Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice And these people don’t like change campaigns, especially global ones … So …

Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rules Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice Politicians need to hear ‘yes’ on climate action from people with these values too

Nature Openness Justice Universalism Benevolence Caring Loyalty Tradition Conformity Religious Be Satisfied Rules Propriety Security National Security Safety Power Control Others Material Wealth Achievement Visible Success Visible Ability Hedonism Fun Good Time Stimulation Adventure Novelty Self Direction Creativity Self Choice It can be done – it is being done, a bit ‘In Kansas, Climate Skeptics Embrace Cleaner Energy’ GlobalCool

Why Red Nose Day has ‘reach’

Global Cool – an NGO deliberately designed to reach Now People (uber Prospectors)

We aim to inspire and amuse Not lecture and confuse

Global Cool’s target audience: Now People Now People have not responded to climate change messaging Have significant influence: –over all Outer Directed people (~30% of UK public) –Are early adopters –And highly visible Have high carbon footprints Key characteristics of Now People: Define themselves by things they own: visual symbols of success Spend as much as they can on visual symbols – clothes, gadgets, homes, cars They want to be better than everyone else –the best Very active on-line: major users of social networking

Overriding principle:  Don’t: assume people care about the environment / carbon / sustainability / blah blah blah... Do: ‘work with the grain’ of what they do care about: –Looking great –Being the best –Being popular –Celebrities – Entertainment – Film – Music – Fashion – Adventure – Glamour

For each behaviour we promote, we: Make it cool: position it as aspirational and fun Make it easy: Tools, advice, partnerships with relevant brands

Turn up the Style: Turn down the Heat Home energy use, Winter 09 Promoting wrapping up – and going easy on the heating Making it cool: Set of films with celebrity models / stylists creating fabulous warm Winter ‘looks’ Focus on how to burn calories – not money – by turning down the heating Promoting with ASOS, on-line fashion retailer On-line ‘hot or not’ voting for best user- generated looks ! Making it easy: Advice Videos viewed 20,000 times in the first week! Campaign artwork featuring (clockwise from top left): Jo Wood, Stella Tennant, Leah Wood and VV Brown.

The standard approach to climate communications is to take people ‘through’ the problem to the solution The problem Action Start Assumes that they will: understand the problem care figure out what to do We know that this doesn’t work for Outer- Directed people

Global Cool approach is to ‘sell’ the action The problem Action Start Promote the action – make it attractive rg visible symbols of success All commercial marketing works this way

“Red is not a charity, Red is not a cause, Red is not a theory. Red is where virtue meets desire …”. - Pioneer-Prospector overlap positioning Display stuff Celebs + shopping Brand support Authentic personal stories Fun night out Action mechanism: shop to stop HIV

Settler, Prospector, Pioneer propositions, + messengers Will Anderson Energy independence = safety Sign of success = power /right stuff to own Ethically right thing to do

Settler Pioneer Prospector

Target audience Now take your exmple and tune it for Settlers or Prospectors Tip: try not to make it like what you do for those who already agree – they will probably be Pioneers Do it in pictures – Use visual language - Use at least one heuristic Victim/problemSolutionWay to actBenefit of success

Prospectors Settlers

Prospectors Settlers