Information-Driven Housing

This paper suggests a new information-driven framework is needed to help consumers evaluate the sustainability of their housing options. The paper provides an outline of this new framework and how it would work

Sustainable innovation: key conclusions from Sustainable Innovation Conferences 2003–2006 organised by The Centre for Sustainable Design

The following is taken directly from the introduction. This booklet summarises the key conclusions from the 2003–2006 conferences on Sustainable Innovation organised by The Centre for Sustainable Design (www.cfsd.org.uk). The conclusions are drawn from the respective conference presentations, papers and discussions. The publication has been sponsored as part of a ‘Centre of Excellence in Sustainable Innovation & Design’ project awarded to The Centre for Sustainable Design by the South-East England Development Agency (SEEDA)

The Collaborative Management of Sustained Unsustainability: On the Performance of Participatory Forms of Environmental Governance

n modern democratic consumer societies, decentralized, participative, and consensus-oriented forms of multi-stakeholder governance are supplementing, and often replacing, conventional forms of state-centered environmental government. The engagement in all phases of the policy process of diverse social actors has become a hallmark of environmental good governance. This does not mean to say, however, that these modes of policy-making have proved particularly successful in resolving the widely debated multiple sustainability crisis. In fact, they have been found wanting in terms of their ability to respond to democratic needs and their capacity to resolve environmental problems. So why have these participatory forms of environmental governance become so prominent? What exactly is their appeal? What do they deliver? Exploring these questions from the perspective of eco-political and sociological theory, this article suggests that these forms of environmental governance represent a performative kind of eco-politics that helps liberal consumer societies to manage their inability and unwillingness to achieve the socio-ecological transformation that scientists and environmental activists say is urgently required. This reading of the prevailing policy approaches as the collaborative management of sustained unsustainability adds an important dimension to the understanding of environmental governance and contemporary eco-politics more generally

Marketing and sustainability

'Marketing and sustainability' is based on an original booklet written by Martin Charter in 1990. The text has been updated and re-written to take account of the changing and emerging debate of marketing’s role in relation to sustainable development. This booklet has been produced as a supporting publication for the Sustainable Marketing Knowledge Network (Smart: Know-Net) a web-based information and communication platform for marketers interested in sustainability, available at www.cfsd.org.uk/smart-know-ne

Organic Action Plans. Development, implementation and evaluation. A resource manual for the organic food and farming sector

In 2004, the European Action Plan for Organic Food and Farming was launched. Many European countries have also developed national Organic Action Plans to promote and support organic agriculture. As part of the EU funded ORGAP project (“European Action Plan of Organic Food and Farming - Development of criteria and procedures for the evaluation of the EU Action Plan for Organic Agriculture”) a toolbox to evaluate and monitor the implementation of national and European Action Plans has been developed. In order to communicate the results of this project as widely as possible, a practical manual for initiating and evaluating Organic Action Plans has been produced. This manual has been created to inspire the people, organisations and institutions involved, or with an interest, in the organic food and farming sector to engage in the initiation, review, revision and renewal of regional, national and European Organic Action Plans. The objectives of the manual are to provide: • a tool for stakeholder involvement in future Action Plan development and implementation processes at EU, national and regional level • a guide to the use of the Organic Action Plan Evaluation Toolbox (ORGAPET) developed through the project The manual summarises the key lessons learnt from more than 10 years experience of development, implementation and evaluation of Organic Action Plans throughout Europe. The Organic Action Plan Evaluation Toolbox (ORGAPET), which includes comprehensive information to support the Organic Action Plan development and evaluation process is included with the manual as a CD-ROM, and is also accessible on-line at www.orgap.org/orgapet. The ORGAP website www.orgap.org provides a further information on the project and the European and national organic action plans. Published by: Research Institute of Organic Agriculture (FiBL), Frick, Switzerland; IFOAM EU Group, Brussels Table of contents Foreword 1 1 Introduction 3 1.1 About this manual 3 1.2 Organic farming – origins, definition & principles 6 1.3 Development of organic food & farming in Europe 8 1.3.1 Organic food and farming regulation in Europe 10 1.3.2 Policy support for organic food and farming in Europe 11 2 Organic Action Plans – what are they about? 16 2.1 Why Organic Action Plans? 16 2.2 European Organic Action Plan 21 2.3 Overview of national and regional Organic Action Plans 23 3 Planning and implementing Organic Action Plans 28 3.1 Policy development 28 3.2 Defining organic sector development needs and potential 31 3.3 Defining policy goals and objectives 34 3.4 Involving stakeholders 40 3.4.1 The case for stakeholder involvement 40 3.4.2 Identifying relevant stakeholders 42 3.4.3 Participatory approaches for stakeholders involvement 44 3.5 Decision making: selecting, integrating and prioritising relevant measures 46 3.5.1 Deciding on policy instruments and action points 47 3.5.2 Priorities for action – allocating resources 50 3.6 Implementing Organic Action Plans 52 3.7 Including monitoring and evaluation of Organic Action Plans from outset 56 3.8 Managing communication 58 3.9 Development of Action Plans in countries that joined the EU in 2004 and later 59 4 Evaluating Organic Action Plans 61 4.1 Principles of evaluation 61 4.2 Conducting an evaluation 64 4.3 Evaluating Action Plan design and implementation 70 4.3.1 Evaluating programme design and implementation processes 70 4.3.2 Evaluating programme coherence 72 4.3.3 Evaluating stakeholder involvement 74 4.4 Evaluating Action Plan effects 78 4.4.1 Developing and using indicators for evaluation 78 4.5 Overall evaluation of Organic Action Plans – judging success 85 4.6 Evaluating Action Plans in countries that joined the EU in 2004 and later 89 5 Organic Action Plans – the Golden Rules 91 5.1 Key elements of Organic Action Plan development 91 5.2 The Golden rules for Organic Action Plan 93 References 96 Annex Detailed synopsis of ORGAPET 10

A Case for Co-Ops

abstract: Abstract A Case for Co-Ops (AC4CO) is a digital media outreach project that is intended to explore methods for increasing the impact of sustainability solutions, by helping to translate research implications into practical approaches for sustainable business design. The goal for this project is to increase public awareness regarding latent sustainability benefits offered by the proliferation of worker-owned social enterprises. In effort to achieve this goal, AC4CO pulls together a collection of information and resources regarding the design of worker-owned business models that implement social and environmental safeguards. This collated outreach material is hosted on a dedicated website, which decentralizes solutions by making educational material accessible to a diverse audience. Notably, AC4CO features edits from exclusive one-on-one interviews with leading academic scholars from the Julie Ann Wrigley Global Institute of Sustainability at ASU, who share their expert understanding of various sustainable business practices. Each expert offers insight into an integral piece within the constellation of considerations that are involved in the design of sustainable social enterprise models – from procurement policies to waste reduction strategies. Parallel to these interviews, AC4CO also showcases the design process for an emerging, sustainable worker cooperative, by highlighting the incubation of a local beverage business called Together We Brew. This incubation process was directed by fellow sustainability solutions graduate student, Nick Shivka, in collaboration with his ASU project partners, on behalf of their incubator program’s pilot cohort of worker-owner recruits. Weaving these aspects, AC4CO’s video components synthesize fundamental research-based knowledge of solution strategies into plainly spoken dialogue and augments the discussion with tangibility that is delivered through a visual narrative. This narrative lends plausibility to the task of designing business solution strategies, by providing viewers a look into the process as peers work together to figure out how to structure a cooperative business model that can present viable economic opportunity, while also promoting social equity and environmental protection. By stripping away scientific research jargon and simultaneously presenting a visual rendering of a theory of change, AC4CO’s approach frames the content of the video components in a way that enables an inclusive vision to be shared with a broad working-class audience. This method is intended to foster popular appeal, by distilling complex and varying issues into concise key points, while following a clear and coherent storytelling strategy for sustainability solutions. Functioning as a call to action, these video components serve a critical role in the overall digital media outreach project by piquing the curiosity of viewers and inspiring them to engage with the website to learn more. In doing so, the video components support the website’s central mission of providing a consolidated anthology of educational and resource tools, as a strategy for encouraging workers to join the movement by creating new sustainable and worker-owned social enterprises around the United States

An emerging user-led participatory methodology: Mapping impact pathways of urban food system sustainability innovations

This chapter presents an emerging effort to develop a participatory mapping methodology that will illuminate the pathways through which sustainable urban food systems achieve lasting impact. Carried out in collaboration with Està (Economia e Sostenibilità), the UNESCO Chair in World Food System (at Montpellier SupAgro), CIRAD (French Agricultural Research Centre for International Development) and the LCSFS (Laurier Center for Sustainable Food Systems), this initiative aims to provide an alternative to quantitative tools that lack precision at the local level, and to qualitative approaches holding a narrow focus that may obscure broader systemic dynamics. This URBAL project focuses on innovations in consumer practices, value-chains, and governance by examining 12 case studies in eight cities in the Global South and North

To boardrooms and sustainability: the changing nature of segmentation

Market segmentation is the process by which customers in markets with some heterogeneity are grouped into smaller homogeneous segments of more ‘similar’ customers. A market segment is a group of individuals, groups or organisations sharing similar characteristics and buying behaviour that cause them to have relatively similar needs and purchasing behaviour. Segmentation is not a new concept: for six decades marketers have, in various guises, sought to break-down a market into sub-groups of users, each sharing common needs, buying behavior and marketing requirements. However, this approach to target market strategy development has been rejuvenated in the past few years. Various reasons account for this upsurge in the usage of segmentation, examination of which forms the focus of this white paper. Ready access to data enables faster creation of a segmentation and the testing of propositions to take to market. ‘Big data’ has made the re-thinking of target market segments and value propositions inevitable, desirable, faster and more flexible. The resulting information has presented companies with more topical and consumer-generated insights than ever before. However, many marketers, analytics directors and leadership teams feel over-whelmed by the sheer quantity and immediacy of such data. Analytical prowess in consultants and inside client organisations has benefited from a stepchange, using new heuristics and faster computing power, more topical data and stronger market insights. The approach to segmentation today is much smarter and has stretched well away from the days of limited data explored only with cluster analysis. The coverage and wealth of the solutions are unimaginable when compared to the practices of a few years ago. Then, typically between only six to ten segments were forced into segmentation solutions, so that an organisation could cater for these macro segments operationally as well as understand them intellectually. Now there is the advent of what is commonly recognised as micro segmentation, where the complexity of business operations and customer management requires highly granular thinking. In support of this development, traditional agency/consultancy roles have transitioned into in-house business teams led by data, campaign and business change planners. The challenge has shifted from developing a granular segmentation solution that describes all customers and prospects, into one of enabling an organisation to react to the granularity of the solution, deploying its resources to permit controlled and consistent one-to-one interaction within segments. So whilst the cost of delivering and maintaining the solution has reduced with technology advances, a new set of systems, costs and skills in channel and execution management is required to deliver on this promise. These new capabilities range from rich feature creative and content management solutions, tailored copy design and deployment tools, through to instant messaging middleware solutions that initiate multi-streams of activity in a variety of analytical engines and operational systems. Companies have recruited analytics and insight teams, often headed by senior personnel, such as an Insight Manager or Analytics Director. Indeed, the situations-vacant adverts for such personnel out-weigh posts for brand and marketing managers. Far more companies possess the in-house expertise necessary to help with segmentation analysis. Some organisations are also seeking to monetise one of the most regularly under-used latent business assets… data. Developing the capability and culture to bring data together from all corners of a business, the open market, commercial sources and business partners, is a step-change, often requiring a Chief Data Officer. This emerging role has also driven the professionalism of data exploration, using more varied and sophisticated statistical techniques. CEOs, CFOs and COOs increasingly are the sponsor of segmentation projects as well as the users of the resulting outputs, rather than CMOs. CEOs because recession has forced re-engineering of value propositions and the need to look after core customers; CFOs because segmentation leads to better and more prudent allocation of resources – especially NPD and marketing – around the most important sub-sets of a market; COOs because they need to better look after key customers and improve their satisfaction in service delivery. More and more it is recognised that with a new segmentation comes organisational realignment and change, so most business functions now have an interest in a segmentation project, not only the marketers. Largely as a result of the digital era and the growth of analytics, directors and company leadership teams are becoming used to receiving more extensive market intelligence and quickly updated customer insight, so leading to faster responses to market changes, customer issues, competitor moves and their own performance. This refreshing of insight and a leadership team’s reaction to this intelligence often result in there being more frequent modification of a target market strategy and segmentation decisions. So many projects set up to consider multi-channel strategy and offerings; digital marketing; customer relationship management; brand strategies; new product and service development; the re-thinking of value propositions, and so forth, now routinely commence with a segmentation piece in order to frame the ongoing work. Most organisations have deployed CRM systems and harnessed associated customer data. CRM first requires clarity in segment priorities. The insights from a CRM system help inform the segmentation agenda and steer how they engage with their important customers or prospects. The growth of CRM and its ensuing data have assisted the ongoing deployment of segmentation. One of the biggest changes for segmentation is the extent to which it is now deployed by practitioners in the public and not-for-profit sectors, who are harnessing what is termed social marketing, in order to develop and to execute more shrewdly their targeting, campaigns and messaging. For Marketing per se, the interest in the marketing toolkit from non-profit organisations, has been big news in recent years. At the very heart of the concept of social marketing is the market segmentation process. The extreme rise in the threat to security from global unrest, terrorism and crime has focused the minds of governments, security chiefs and their advisors. As a result, significant resources, intellectual capability, computing and data management have been brought to bear on the problem. The core of this work is the importance of identifying and profiling threats and so mitigating risk. In practice, much of this security and surveillance work harnesses the tools developed for market segmentation and the profiling of different consumer behaviours. This white paper presents the findings from interviews with leading exponents of segmentation and also the insights from a recent study of marketing practitioners relating to their current imperatives and foci. More extensive views of some of these ‘leading lights’ have been sought and are included here in order to showcase the latest developments and to help explain both the ongoing surge of segmentation and the issues under-pinning its practice. The principal trends and developments are thereby presented and discussed in this paper