My post yesterday looked at the way marketers and medical researchers sourced insights and sentiments from larger consumer group and used it to improve the service the provided whether it be the prescription or the types of messages being shown. This essentially is a B2C model of using data to improve outcomes by optimizing service delivery based on large scale market research.
This raises the question of how do sustainability marketers and professionals in other fields influence leaders in other organizations? This B2B context also includes internal efforts to sell decision makers into a decision.
But how many other types of professionals are focused on reducing costs, waste, increasing efficiency and have a goal of zero?
The safety professionals at WorkSafeBC.
Like any good sustainability marketer, professionals at WorkSafeBC are able to communicate a wider variety of information targeted at an incredibly diverse audience on decision makers. There audience of decision maker leaders includes everyone because anyone can make a difference in making a workplace safer.
For example one can look at the way both groups promote their case
|
Sustainability |
Health And Safety |
|
|
Front line Person |
Clear, Actionable Messages |
Clear, Actionable Messages |
|
Mid-Level Managers |
Clear Case for action, supported by facts and figures |
Clear Case for action, supported by facts and figures |
|
Senior Levels of Organization |
Clear Case for action, supported by facts and figures, and long term trends/legislation |
Clear Case for action, supported by facts and figures,and long term trends/legislation |
Furthermore a lot of thought goes into message delivery. If I want to promote workplace safety on a personal level one would create: Relevant infographics, guidance videos and online training platforms.
If I want to promote workplace sustainability on a personal level one would create: Relevant infographics, guidance videos and online training platforms.
These parallels continue to the industry level with firms forming boards to note their efforts to measure, benchmark and improve safety and sustainability.
One could always make the case that safety and sustainability are part and parcel of an organization’s enterprise risk planning as shown by McKinsey & Co.
They outline that a change maker must convince multiple parties that their interests are aligned, that the ROI is clear and that the actions required can be done; only then can they begin a credible push for change.
Getting buy from across the organization and making the changes required measurable, tangible and actionable are the most essential steps a change making marketer must do. If there is no buy in there no action, no action, no getting to zero.
As always I hope you had a great time reading this!
Cheers,
Yajur