Sustainable Brands Workshop, Dec 2013, NYC

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Information about Sustainable Brands Workshop, Dec 2013, NYC
Marketing

Published on January 30, 2014

Author: culture2inc

Source: slideshare.net

Description

Presentation at the Sustainable Brands workshop, hosted by L'Oreal.

It’s a Good Thing More People Don't Care About Global Warming A surprising journey into the world of climate communication Presented By: Presented by B. Lazlo Karafiath, B. Lazlo Karafiath,CEO President and Co-Founder 11.19.13 Culture Culture Inc. NYC, 12.4.2013

Culture Culture Inc. Culture Culture is a culture design lab with a focus on Sustainability & Climate communication We map out ecosystems of ideas to figure out how they spread so they can change the world We are bridging the conversation gap between brands and costumers, cities and citizens. 2 Our Meme Science is great for truly good listening, finding patterns & help others to see what we saw.

Insights & Surprises 3 Our Meme Science provides surprising insights where other methods fail. • What is the most important feature • • • • for the millennials in banking? Is Coca-Cola the next Philip Morris? Why is “Solution” is not a solution? Is make-up about beauty? Why we should stop spreading the meme of climate change?

Culture is an Ecosystem Theories  Opinions Beliefs Views  Ideas     Behaviors  Gossips    Clues Thoughts Technologies 4

Culture is an Ecosystem Theories  Opinions Beliefs Views  Ideas     Behaviors  Gossips    Clues Thoughts Technologies Climate change is a meme. It’s a culture virus. 5

It’s not a good meme… 6 … and it’s virus is not spreading! Infected Population 7bn People on Earth

7 It’s good it doesn’t spread! It only creates anxiety! • Are we out of harmony with nature? • Is it going to kill off everyone we ever loved? • Does this mean there’s something wrong with us? • Do we have the power of gods to shape the planet in such profound ways?

It reached the minority… 8

It reached the minority… archetypes reached & activated: hero, outlaw, warrior, explorer, adventurer, pioneer 9

10 The majority is not activated

11 The majority is not activated archetypes not reached/activated: innocent (+others from the majority: everyman, citizen...)

What’s next? • Climatememe Project Part Two: Middle America • Meme research into Middle America, into middle • • income families Our topics are the resonance points discovered: Harmony, Survival, Cooperation, Momentum, Elitism Our mission: Finding symbiotic memes to get the Innocents to ACT! 12

Our Memes Thank You for Your Attention! B. Lazlo Karafiath CEO B. Lazlo Karafiath, President and Co-Founder lazlo@culture2.com Culture Culture Inc. facebook/culture2.com twitter.com/culture2 www.culture2.com facebook.com/culture2inc twitter.com/culture2inc www.culture2inc.com

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