UNDERSTANDING KEY TRENDS AND BEHAVIOURS: "MOTIVATION TO BE SUSTAINABLE" WITH WILBERT VAN DE LANS - HP SUSTAINABILITY SERIES

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4 Feb

“As we move towards a sustainable future, each and every product we consume has an environmental impact. Every choice that we make as designers and printers matters and collectively, we can make a significant contribution to the environmental impact of the products we create across all commercial sectors. Together we can drive effective change for a sustainable future.” Watch This Presentation Here >>

Sustainability has to be a primary focus for brands and manufacturers around the world.

Regardless of what you are producing. HP continues to lead change by questioning historical choices and developing new solutions to meet the demands of secure environmental manufacturing within the print industry.

As we move towards a sustainable future, each and every product we consume has an environmental impact. Every choice that we make as designers and printers matters and collectively, we can make a significant contribution to the environmental impact of the products we create across all commercial sectors. Together we can drive effective change for a sustainable future.

The HP Sustainable Impact Series brings together industry experts and thought leaders to share their insights and knowledge.

Available on-demand, these short, coffee break sessions highlight the trends that all business must address in order to deliver change and build a sustainable future.

The “Motivation to be Sustainable” Presentation offers an inspiring session that focusses on the key trends and actions that we can all adopt in our working practices.

Wilbert van de Lans is a strategy director and communication expert at Make Sense. He quite literally, makes sense of sustainable practice and helps global brands to succeed by making the steps required towards enable sustainable change.

“In reality the industries that are taking responsibility today they will be the successful brands of the future”

Wilbert van de Lans.

WATCH To learn more and discover how your business can make a positive sustainable impact.

Beginning with a short trend overview Wilbert explains the behavioural profiles that form our vision and actions for sustainability. Moving on to take a deep dive into the seven motivational process profiles he has identified over the years:

“Sustainable development is development that meets the needs of the present without compromising the ability of future generations to meet their own needs.”

Key Trends:

Data and Conspiracy:
“Nowadays, as individuals are used for getting all kinds of data, every moment of the day. We know our heartbeat, we know how many steps we have made”. We are entering an era of measurement, where transparency is a currency.

Connections:
“Everybody is connected. We live in a hyper connected world where we can share everything and everything.” This hyper connected world also has an impact on how you should act.

Disruptive Innovations:
“Working to end waste by innovating actions and legacy process.”

Takeaway:

Combined together these key trends define that: “there's a hunger for transparency in this hyper connected world with awesome and disruptive innovations” concluded Wilbert van de Lans.

Understanding Behaviours: The Seven Profiles

Moving on to understand behaviours, Wilbert explained how we all slot into different profiles, be they private or commercial. All of which influence our daily actions and the choices we make in our own time and commercial lives.

1.The Conscious Follower:

Follows her/his gut feeling
Is aware of the importance of sustainability
Looks around and checks competitors
Asks questions about sustainability

2.The Money Maker:

Is aware of the potential
Is driven by financial growth
Builds sustainable business cases
Looks for tangible measurements

3.The Dutiful:

Responds to consumer needs
Has KPI’s and monitors data
Sees it more as a tick the box sales tool
Very rational approach

4.The Pursuer:

Knows their leading proposition
Sets standards and measures results
Sustainability lives within their organisation
Has responsible employees / mini team

5.The Dreamer:

It’s their raison d’etre

Makes only conscious business decisions
Creates a corporate impact culture
Has strong ambitions to change the world

6.The HR Magnet:

Is on war for talent
Mostly technical IT companies
Understands the importance
Has (too) attractive appearance

7.The Greenwasher:

Wants a solution for the time being
Sees sustainability as extra “costs”
Acts according to desirable attitude
In most cases is open to rethink

We all fall into one or more of the categories above, by how we address sustainability in each and every action we make - our commercial decisions and our private choices.

Which one are you?

Wilbert concludes this session with and inspiring discussion on how we can all adopt best practice, and make large or small steps towards a sustainable future:

How to get started in just four steps:

1: Believe in what you are doing - Corporate Social Responsibility is not a goal. It's a way of doing business.

2: Identify the key sustainability topics – Where can you make the biggest impact?

3: Build a solid strategy – Who will be responsible for the actions you take how are you going to measure progress?

4: Act sustainably and Communicate - It's a decade of action, start to act more sustainably according to your strategy and plan, and communicate about it.