Full Document Text

                
The IBM 
Summit 20
11 
Sta
rt N
ow
, Sta
rt T
oday
!
ibm
.com/uk/
start

Contents

Phew!! What a Day! 
Thank you so much for taking part in what 
I am sure you found was a provocative, 
challenging and hugely inspirational day. 
I would like to thank our partners who helped us shape this 
summit, in particular The Marketing Society and Start. We 
couldn’t have done it without them. 
This is a summit that, perhaps uniquely, has seen some of the 
UK’s best-known brands, including P&G, Eurostar, ASDA and 
British Gas join forces to discuss how to engage consumers on 
sustainability issues, whilst providing real value to business. 
It was clear throughout the day that the imperative for 
sustainable action is strong and businesses have a real hunger 
to make a difference. No one organisation can do this alone 
and collaborative approaches are now needed to discover new 
ways for businesses to empower consumers. IBM and Start are 
both prepared to work with you on that journey.
In total we emerged from the day with over 900 ideas as  
well as a series of outcomes from each breakout debate.  
We have put the best of these into this book. With your help  
we will continue to collaborate in taking these forward for  
further debate and development. 
Welcom
e
Contents        Welcome from Caroline Taylor
Car
olin
e Ta
ylor
 
Vice P
reside
nt,  
Mar
keti
ng & 
Communic
ations
  
IBM UK & I
rela
nd

Contents        Welcome from Caroline Taylor
Finally, you may remember that we asked 
you a series of questions during the day. One 
question we asked twice so we could see if the 
summit would actually “move the needle” and 
make a real difference. Your first response to 
the question is below. The way you answered 
the same question later in the day – check it 
out in the summary section – tells its own story. 
Lets “start’ making a difference!
Caroline Taylor
Vice President,  
Marketing & Communications
IBM UK & Ireland
How confident are you that you can create greater sustainability  
via longterm behaviour change amongst your consumers?
60%
70%
80%
50%
40%
30%
20%
10%
0%
25%
 36% 33%
6%
Yes! Very confident
Hmmmn! Quite confident
Not sure to be honest
Not confident at all!
Re
sp
o
n
se
s
During the summit delegates used their smart phones or hand-held devices to respond  
to questions posed by the speakers, providing realtime insight throughout the day.
Source: Polling results from delegates attending 
The IBM Summit 2011 – Start Now, Start Today  
on 1st November 2011

Joey Tabone, CEO, Start – Making Sustainability Simple
Start is an initiative inspired by HRH The Prince of Wales that encourages 
the UK public to embrace a sustainable way of life.  Start uses positive 
messages to help people understand what they can start doing, rather 
than what they should stop. In collaboration with corporate and community 
partners, Start finds fun and interesting ways to bring to life the simple steps 
we can all take to ‘do more with less’.
Since launching in 2010, Start has reached out to people through events in 
prestigious venues such as Clarence House, Lancaster House and Kew  
Gardens, a presence at regional agricultural shows, TV sponsorship of the ITV 
London Weather and business to business events discussing cutting-edge 
thinking on sustainability.
1 November 2011 also saw Start launch a groundbreaking consumer campaign, 
‘Start Today’. The campaign united 12 leading UK brands in promoting 
sustainable behaviours to their consumers, tapping into motivations other than 
‘saving the planet’. In conjunction, Start launched a live Q&A on Facebook over 
four days, where a team of experts were on hand to answer questions from the 
public on sustainable living.   
Going forward, Start continues to build a strong consumer brand that aims to be 
the ‘go to’ place for inspiring, sustainable ideas. Start is broadening its reach at a 
grassroots level, as well as continuing to build effective collaborative partnerships 
and programmes that continue to ‘make sustainability simple’. 
www.startuk.org
www.starttoday.org.uk
Contents        Joey Tabone, CEO, Start – Making Sustainability Simple

Contents        Scriberia
During the summit, artists from Scriberia captured the thoughts and comments of the day pictorially.

Stephen Leonard
CEO, IBM UK & Ireland
Solely appealing to organisations’ and people’s  
conscience on environmental issues is not working.  
IBM believes the solution lies in the principle of shared  
value. This involves creating economic value while at  
the same time creating value for society by addressing  
its needs and challenges and also delivering lasting 
environmental benefit.
The growing social awareness of employees and citizens and the 
increased scarcity of natural resources will drive unprecedented 
opportunities for those that create shared value.
Whatever industry you are in, you need to put yourself at that 
cross-section which touches the different economic, social and 
environmental aspects of your footprint. Shared value also forces 
you to collaborate in new ways across business – public and  
private, government, academia and not-for-profit institutions.
Society has constantly adapted to dramatic shifts 
in how it operates. Those organisations that  
embrace those shifts and continuously  
evolve will thrive now and in the future,  
delivering better economic,  
social and environmental  
outcomes for all.
Contents        Stephen Leonard, CEO, IBM UK & Ireland

Customer expectations have changed rapidly as technology has evolved.  
How big a role will technology play in changing consumer habits around sustainability?
Contents        Stephen Leonard, CEO, IBM UK & Ireland
60%
70%
80%
Re
sp
o
n
se
s
50%
40%
30%
20%
10%
0%
Critical
Growing
Not sure
Not really important
76%
19%
 0% 5%
Source: Polling results from delegates attending The IBM Summit 2011 – Start Now, Start Today on 1st November 2011

Contents        Tim Smit KBE, CEO and Co-founder of the Eden Project
Tim Smit KBE
CEO and Co-founder of the  
Eden Project 
Tim stated that we have a 15-year window  
to address the challenges facing our planet.  
But it’s not about what kind of planet we  
leave our children, but what kind of children  
we leave our planet. Our children will be  
saying, “we don’t mind if you borrow  
from the future if you borrow to  
ensure our future.”
He believes that companies working together 
offer the biggest benefits. For example, many 
organisations inundate schools with “sustainability 
packs” for students but why can’t they all get 
together and produce one really good one? 
Tim issued a challenge to businesses at the 
summit to come together under Start to create a 
wider programme focused on sustainability – this 
has to be more than just “One Day”.
“I w
an
t ev
ery
one 
at this 
confe
ren
ce 
to g
et  
a b
it mo
re ang
ry and 
tak
e a
ctio
n” 
“It’s about the 
power of 
stories
” 

The question: Are brands that work together more 
effective at encouraging more sustainable behaviour  
in consumers than the lone brand?
The test: A survey running a number of different 
scenarios with sustainability messages endorsed  
by either a single brand or by multiple brands.  
The sample was split into equal and identical groups  
with each group only asked questions on one scenario.
The barriers: Why don‘t some people respond to 
sustainability messages endorsed by brands?
The conclusion: It can work in the right circumstances
with the right combination of brands – and with the  
brands being authentic.
Dr. Michael Wagstaff, YouGov research 
commissioned for Start Now, Start Today!
What happens when brands get together to  
promote sustainability?
Contents        Dr. Michael Wagstaff, YouGov research commissioned for Start Now, Start Today!

Brand X
Brand X,Y, Z
30%
Would make 
me do it
 3% 5%
26%
23%
17%
26%
Very likely to 
consider
Likely to 
consider
Unlikely to 
consider
Very unlikely 
to consider
Not consider 
at all
25%
20%
15%
10%
5%
0%
5%
11%
27%
 16% 16%
26%
Suppose that brand X (a car manufacturer), brand Y (a leading car insurer) and brand Z (a petrol company) launched a campaign to encourage 
people who drive to work to start car sharing to help the environment. Which ONE of the following statements best describes the extent to which  
you would consider car sharing as a result of the campaign?
In the right combination, consumers were more likely to change behaviour when  
brands grouped together than when they worked in isolation.
Contents        Dr. Michael Wagstaff, YouGov research commissioned for Start Now, Start Today!
Source: YouGov Research on 
the Consumer Commissioned  
by Start Dr. Michael Wagstaff, 
Head of Public Sector

It works best when the brands have an existing reputation  
for sustainable actions
Need the right brands for the right audience
You have to mean what you say
It can work in the right circumstances
What can we conclude?
Contents        Dr. Michael Wagstaff, YouGov research commissioned for Start Now, Start Today!

Morning plenary debate with British Gas, P&G, 
Eurostar, ASDA and The Marketing Society
Contents        Morning plenary debate with British Gas, P&G, Eurostar, ASDA and The Marketing Society
“In tough economic times sustainability makes good 
economic sense – it’s the smart thing to do.” 
Paul Kelly, Corporate Affairs Director, ASDA
“Make sustainability tangible – give people the tools,  
and the enthusiasm will follow.”
Will Orr, Marketing Director, British Gas
“Consumers accept no trade-offs in quality and  
price when looking at sustainable products.”
Roisin Donnelly, Corporate Marketing Director and  
Head of Marketing, P&G
“Pollute France with just your French.”
A new approach to sustainability advertising led by  
Emma Harris at Eurostar

Em
ma 
Har
ris – Di
rec
tor of 
Sal
es &
 
Mar
keti
ng, Eu
ros
tar
Chair: 
Hug
h B
urki
tt – C
EO,
  
The 
Mar
keti
ng 
Socie
ty  
Paul 
Kel
ly – 
Cor
por
ate Affairs
  
Dire
cto
r, AS
DA
Roisin 
Don
nelly –  
Corporate Marketing 
Director a
nd Head of 
Marketing
, 
 
Procter & 
Gam
ble UKI
 
Will O
rr – 
Marketing Di
rector, British 
 Gas Speakers
Contents        Morning plenary debate with British Gas, P&G, Eurostar, ASDA and The Marketing Society

Contents        Plenary debate
British Gas Marketing Director, Will Orr, supports the 
notion that changes must be driven by personal needs.  
He explained why the utility giant is helping customers 
reduce their energy consumption, stating that, “If we  
don’t [help people reduce their energy usage] our 
competitors will. People’s bills are going up and if we  
help them to keep them down people are likely to stay  
with British Gas. We are not helping customers use less 
energy out of good heartedness.”
P&G Corporate Marketing Director and Head of 
Marketing, Roisin Donnelly, believes attitudes towards 
the environment have now turned a corner within major 
corporations. Donnelly said, “If we had this conference  
ten years ago we would have been a weirdo group  
of eco-warriors.”
ts        Morning plenary debate with British Gas, P&G, Eurostar, ASDA and The Marketing Society

Contents        Morning plenary debate with British Gas, P&G, Eurostar, ASDA and The Marketing Society
What do you think is the most important factor that can influence  
consumers to be more sustainable?
60%
70%
80%
50%
40%
30%
20%
10%
0%
11%
 19% 19%
51%
Social responsibility – enabling individual  
actions that can lead to mass change
Loyalty – building deeper, mutually  
fruitful relationships
Innovation – helping to generate innovation  
solutions via collaboration
Differentiation – gaining  
competitive advantage
Re
sp
o
n
se
s
Source: Polling results from delegates attending The IBM Summit 2011 – Start Now, Start Today on 1st November 2011

Morning workshop – Barriers to change
In the first of the day’s two workshops delegates took  
inspiration from iconic people and ideas that have helped  
break down barriers and changed consumer behaviour. 
Each delegate was asked to consider the question,
“What is the biggest barrier we face in changing  
consumer behaviour to be more sustainable?” 
Sharing their thoughts and debating the issues with others  
on their table, they were tasked to reach a consensus on  
the biggest barrier to change. 
Across all the tables the barriers most frequently  
identified were:
1. The habit or culture of ‘throw away consumerism’
2. A lack of personal engagement with a need to find the  
‘what’s in it for me?’ factor, engage with individuals, 
communities and particularly the younger generation
3. Complexity and confusion – a need to simplify 
communications and communicate clearly and consistently
Contents        Morning workshop – Barriers to change

Morning workshop – Barriers to change
Here is a listing of each table and the biggest barrier  
they identified:
1. Complexity: how do we make it easy 
3. Short term benefit relevant to individuals and apathy 
4. Negative associations
5. Confusion
6. Throw-away culture ‘consumerism’
7. Complexity, make it easier and make it positive
8. Inertia
9. Pacifity, trust and not aspirational
10. Motivation and making it easy
11. Complexity
12. Culture of consumption
13. The nature of people
14. Personal connection with the need for change to sustainable behaviour
15. Why should I/We/They?
16. Absence of honest and bold leadership
17. Uncertainty on the most sustainable option
18. Habit
19. What’s in it for me?
20. All talk and no action
21. Convenience
22. Easy access to information for action
23. Challenging the norm
See Appendix A for Workshop 1 Barriers – top three per each table
Contents        Morning workshop – Barriers to change

Contents        Morning workshop – Barriers to change
Delegates debate the biggest barriers to changing consumers’ behaviour to be more sustainable.

Contents        Scriberia
Throughout the day delegates at the event, viewers of the LiveStream and others following the day, provided feedback via Twitter which the Scriberia 
artists captured.

Afternoon plenary debate with  
The Fairtrade Foundation and Innocent
Contents        Afternoon plenary debate with The Fairtrade Foundation and Innocent
“Life is not waiting for the clouds to pass – it is learning 
to dance in the rain.” 
Harriet Lamb, Executive Director, The Fairtrade Foundation 
“It’s not about nudge or push, it’s about inspiration!”
Harriet Lamb
“Fairtrade sales now more than £1 billion a year, and 
growing at 40 percent per annum” 
Harriet Lamb
“Right from the beginning we wanted to leave the  
world in a better way than when we found it.”
Richard Reed, CEO and Co-founder, Innocent
“Employees are the agents for change.”
Richard Reed
“You have to go out and be prepared to be laughed at.  
If you’re passionate, you’ll create change!”
Harriet Lamb
“Companies should donate 10 percent of their  
profits to charity to redistribute wealth whilst  
preserving capitalism.”
Richard Reed
Ric
har
d R
ee
d, C
EO a
nd 
 
Co-fou
nde
r, In
noce
nt
Har
riet 
Lam
b, E
xec
utiv
e Di
rec
tor,
 
The 
Fai
rtrade 
Fou
nda
tion

What is the most important element of communication around sustainability?
Contents        Afternoon plenary debate with The Fairtrade Foundation and Innocent
60%
70%
80%
Re
sp
o
n
se
s
50%
40%
30%
20%
10%
0%
Getting the focus and tone right
Making credible claims
Keeping the messaging short and sharp
Finding ways to deepen your engagement
27%
11%
27%
35%
Source: Polling results from delegates attending The IBM Summit 2011 – Start Now, Start Today on 1st November 2011

Breakout 1: Creating behavioural 
change in energy and water
Christine McGourty from EnergyUK chaired 
a very energetic debate that was tasked with 
looking at how we encourage sustainable 
behaviours in energy, without social or business 
detriment. It proved to be a lively discussion with 
some imaginative ideas and outcomes.
The answers are shown below.
We need to simplify the language around 
sustainability, keeping it simple, easy to 
understand and make it fun.
Government needs the help of business 
and sustainability experts to get through 
to consumers – it needs a collaborative 
approach driven by a common purpose.
We also need to inspire people and prevent 
sustainability being seen as “worthy” or  
“dull”. We need to lay out our vision of the 
“common future”.
Chair: Chri
stin
e M
cGou
rty,
  
Dire
cto
r, E
ner
gy U
K
Sim
on E
van
s, P
ress Office
 
Ma
nge
r, T
ham
es 
Wa
ter
John G
ran
t,  
CEO
, 
Ecoi
nom
y
David G
reen,
  
CEO
, 
Eco
Isla
nd
Contents        Breakout 1: Creating behavioural change in energy and water
During the day d
elegates moved into 
 
one of th
ree industry workstreams 
to 
 
focus on 
specific 
topi
cs of i
nterest.

Polling results
Where will we find the biggest  
opportunity to drive behavioural change? 
We had a significant response suggesting that attention and  
activity should be focused at the community level. It was felt  
that initiatives like the Isle of Wight Ecoisland project are most  
likely to drive economic, social and environmental benefits.
What would make the biggest difference in  
driving behaviour change amongst consumers?   
Two answers were jointly selected in response to this question – the  
first was about talking the consumer’s language and ditching jargon,  
the second about incentivising the consumer to change behaviour.
Contents        Breakout 1: Creating behavioural change in energy and water

Contents        Breakout 1: Creating behavioural change in energy and water
During the debate the Scriberia artists visually captured the key points.

Breakout 2: Making the connection: 
liberalising travel information to help  
go greener
John Rushton from IBM chaired the discussion that looked 
at how we best enable consumers to make informed choices 
about their journey plans. Would liberalising passenger 
information and real- time traffic data help the industry  
go-greener?
It isn’t about nudge or push but appropriate encouragement 
and incentives.
We need to make it easier for people to be able to 
seamlessly use different forms of transport.
An open and competitive market will enable consumers  
to drive change.
Polling options 
1. The most important role that Government could play would 
be to provide leadership to nurture an open market in 
realtime travel services.
2. Transport operators should be encouraged to make their 
realtime data available.Multimodal realtime journey planners  
would significantly influence people’s travel behaviour.
3. Multi-modal realtime journey planners would significantly 
influence people’s travel behaviour.
Chair: 
John 
Rus
hton,
 
Glo
bal 
Leade
r,  
Inte
llig
en
t Tr
an
spo
rt,  
IBM UK & I
rela
nd
Pet
er B
rag
g, G
en
eral
 
Ma
na
ger
, En
viron
me
nt  
& E
ner
gy, Eu
ros
tar
Iain 
Ma
cbeth, 
Busi
ness
 
Eng
age
me
nt P
rog
ram
me
 
Ma
na
ger
, Tf
L
Ric
har
d H
ebdi
tch,
 
Cam
paign Di
rec
tor,
 
Cam
paign for
  
Bet
ter T
ran
spo
rt
Contents        Breakout 2: Making the connection: liberalising travel information to help go greener

Contents        Breakout 2: Making the connection: liberalising travel information to help go greener
During the debate the Scriberia artists visually captured the key points.

Breakout 3: Understanding and 
influencing the smarter consumer 
Katharyn White from IBM chaired the discussion 
that looked at how much consumers really 
care about sustainability? What incentives will 
be effective in accelerating change? How do 
you scale up your sustainability plan to make a 
significant difference?
Summary
Katharyn White: Engage with employees so 
that they can engage with consumers. 
Adam Elman: Add value, not cost, reward 
positive behaviour and keep it simple.
Lucy Shea: Three ways to approach this: 
persuasion, product – build in behaviour 
change – and placement.
Chair:
  
Kat
har
yn Whi
te, 
 
Vice P
reside
nt  
Mar
keti
ng, Glo
bal
  
Busi
ness 
Ser
vic
es, IBM
 
Adam El
man,
  
Head of 
Deli
ver
y Plan A
 
an
d Su
stai
nab
le B
usi
ness
 
at M
ark
s a
nd 
Spe
ncer
 
Luc
y Sh
ea, C
EO, F
ute
rra
Contents       Breakout 3: Understanding and influencing the smarter consumer 

Questions
What is the business case? 
M&S Plan A delivered £70 million net benefit last year. There  
is also the need to consider employee attraction and  
motivation, supply chain resilience and brand/PR value.
How do you get people to do different things? 
Reframe it, make it pleasurable and fun (e.g. swishing parties)  
but don’t get more than one step ahead of the customer. 
Is there a paradox between sustainability and profit?
Not necessarily but you will need to find a balance. For example,  
M&S offers farmers best market prices for milk, which allows them  
to invest in innovation.
How can we reduce the level of consumption? 
We need to break the link between growth and environmental damage. 
What is the role of Government? 
Make the right kind of legislation and make it consistent so  
that business can plan properly.
Contents       Breakout 3: Understanding and influencing the smarter consumer 

Contents       Breakout 3: Understanding and influencing the smarter consumer 
During the debate the Scriberia artists visually captured the key points.

Afternoon workshop – Ideas for change
In the second of the day’s workshops, the delegates were  
each given the challenge of coming up with 10 ideas for  
breaking down the biggest barrier in changing consumer  
behaviour – and they had just three minutes to do it! 
After 180 seconds of industrious silence an incredible 903 ideas  
had been generated – an impressive five ideas a second!
Each table spent the remainder of the session discussing them  
and proposing their favourite three. Across all the tables, the most 
frequent ideas were:
1. Engage with individuals and communities – particularly the  
young – and make it innovative and fun.  
2. Recognise and reward – or tax and penalise (e.g. tax or tax  
credits, rewards for recycling, no VAT on repairs, recognition  
of ‘heroes’/‘green knights’)
3. Create a common measure and language with clear  
communications e.g. ‘kite mark’, ‘five a day’
4. Visible metrics on performance
Contents       Afternoon workshop – Ideas for change

Workshop 2 ideas – each table’s top three ideas 
Table 1
1. One day of different action e.g. ‘work from home’ day, ‘no power/no 
TV’ day or ‘wear thermals’ day
2. One label or score for all products
3. A national sustainability game for the public – including children – 
which may go across social media, incorporate rewards such as a 
‘Green Shield Stamps’ equivalent, or even a ‘Cash in the Attic’ style 
game to clear lofts and then insulate
Table 3
1. Short term visual feedback on long-term progress
2. Engage local communities to create a standard
3. Reward/penalise
Table 4
1. Returning goods for financial benefit
2. Using popular culture to make it cool and aspirational
3. Initiatives that promote sharing and generosity and foster  
community spirit
Table 5
1. Replace income and corporation tax with a tax on resource and 
consumption
2. Businesses to remove the 20 percent least ‘sustainable’ products 
from the market each year
3. Establish a set of metrics to measure sustainability including ‘well 
being’ so consumers, businesses and Government can make 
informed choices
Table 6
1. Help for consumers such as improving freecycle schemes  
or developing websites to help people share power tools and  
other equipment
2. On electronics products, place a green tax on any bought new,  
have 0 percent tax on repairs, and provide longer guarantees
3. Encourage people to repair and recycle e.g. providing freepost  
bags for clothes to be sent off, more collection points and discounts 
for old products
Table 7
1. The future relies on more education, especially of  
the younger generation  
2. Financial incentives such as tax relief
3. Create communities and celebrate local heroes
Table 8
1. Innovative products
2. Make it easy
3. Communicate facts in a powerful or shocking way
Table 9
1. Empowering young people – include them on boards, have more 
university collaboration, create and celebrate community champions 
and new leaders through learning
2. A standard to measure all products and feedback
3. Authentic, appropriate and diverse role models and institutions
Contents       Afternoon workshop – Ideas for change

Table 10
1. ‘No car’ days
2. Engage and educate consumers through activities such as  
intelligent shelving and labelling to inform customers about  
products or awarding customer loyalty points for sustainable 
purchasing, not just volume
3. CEOs to report personal carbon footprints
Table 11
1. Incentivise or penalise through rewards or fines
2. Make it cool, fun and interactive
3. Brave choices by Government 
Table 12
1. ‘Matched Consumption’ – buy one and you get to aid developing 
parts of the world or launch a buy one/give one credit card
2. Limit shopping hours (including online) and give Sundays back  
to communities
3. Renting not shopping – a right to use not a right to own
Table 13
1. Clear and effective communication about what people can do
2. Give feedback on progress and impact
3. Use innovative, fun and inclusive communications e.g. street 
plays, social media and ‘hit and run’ activities such as a quick 
environmental makeover, similar to weekend garden makeover
Tables 14 + 17 (combined)
1. Data liberation – open data to monitor, measure and publish all 
information to allow public calculation of carbon footprints
2. National survey of children to provide a vision of the future asking 
questions such as, what they would like the world to be in the future? 
What worries them about the future?
3. The Government to create a national honour for sustainability  
e.g. ‘Green Knights’ or ‘Green Lords’
Table 15
1. I – I change because I can
2. We (as business) – we change because it will be the business  
of the future
3. They – change because ‘we’ and ‘I’ change
Table 16
1. Have a long-term view that’s binding and clearly expressed
2. Admit when you’re wrong
3. Shared vision by corporations and Government
Table 18
1. Being convinced by the people we trust – our peers, celebrities etc.
2. Clear, simple messaging, communicated within a popular,  
fun medium
3. Reduce choices (follow the Fairtrade example)
Contents       Afternoon workshop – Ideas for change

Table 19
1. Create a sense of community
2. Create a sense of purpose and well-being
3. Action, not just talk
Table 20
1. Lead from the middle
2. Be provocative
3. Make it safe
Table 21
1. Incentives, rewards and recognition
2. Consistent recycling policy
3. Choice editing
Table 22
1. ‘Sustainability rating’ on products including  
food such as a ‘trust’ mark
2. Recognition: ‘sustainability knighthood’
3. Use tax penalties and tax credits
Table 23
1. Enable systems to be built to provide the right information, for 
example passing legislation that requires transport operators to 
provide data and watch people’s behaviour to better identify their 
travel needs
2. Educational programmes to encourage behaviour change such as 
freecycle education for children, a broad programme of education 
encouraging children to influence their parents, and making better 
links in understanding of the real cost of the choices we make
3. Prioritise those that travel in more sustainable ways perhaps 
reallocating a network of spaces along hierarchy rules –  
pedestrians, cycles, cars etc.
Contents       Afternoon workshop – Ideas for change

Mark Earls, Author of ‘HERD – How to change 
mass behaviour by harnessing our true nature’
Contents       Mark Earls, Author of ‘HERD – How to change mass behaviour by harnessing our true nature’ 
“Do – don’t talk! Behaviour change requires business as unusual.”
“Don’t try to persuade people or win the argument for why – focus 
on getting them to ‘do’ and then help them post-rationalise.”
“Focus on the space between the audience members – help them 
spread the word for you, help them see each other’s excitement 
and enthusiasm, and help fuel the conversation they have with 
each other after your brilliant marketing has faded. This is how 
things really spread.”
“Light lots of fires – don’t imagine one mighty strategic leap  
will do.”
“And finally… beware – you might just have reinvented your job!”

Contents       Scriberia
During the debate the Scriberia artists visually captured the key points.

Overall summary 
After the presentations and much debate  
and discussion, the key themes raised at  
the summit were:
Make it easy and simple for consumers by  
only giving them the sustainable choice
Educate consumers to make the right choice 
through clear communication
We will only succeed if we collaborate together 
(reflected in the YouGov stats) 
We have to be authentic (again, reflected in the 
YouGov stats) 
We have to take action NOW (strongly reinforced 
by Tim Smit and others)
Contents       Overall summary

Has today made a difference?
First thing in the morning we asked, “how confident are you that 
you can create greater sustainability via longterm behaviour change 
amongst your consumers?”
61 percent of all delegates stated that were very or quite confident  
in their ability to achieve this.
So how did the needle move during the day?
When we asked the same question at the end of the day the equivalent 
figure had risen to an amazing 84 percent.
Contents       Overall summary
80%
60%
70%
50%
40%
30%
20%
10%
0%
25%
 36% 33%
6%
Yes! Very confident
Hmmmn! Quite confident
Not sure to be honest
Not confident at all!
Yes! Very confident
Hmmmn! Quite confident
Not sure to be honest
Not confident at all!
Re
sp
o
n
se
s
60%
70%
80%
50%
40%
30%
20%
10%
0%
29%
55%
16%
0%
Re
sp
o
n
se
s
Source: Polling results from delegates attending The IBM Summit 2011 – Start Now, Start Today on 1st November 2011

Contents       Next steps
Next steps
So after the summit – what next? Well, this PDF 
outlines some of the things that IBM, Start and 
our partners will start working on. But you’ll have 
learnt in this summary and from the event, this 
will only work if we collaborate – we encourage 
you to join us.
IBM and Start will review the 903 ideas generated in the summit along 
with all the workshop outcomes and start to determine which of these 
IBM, Start and Start partners can take forward. In a couple of weeks 
we will make all of the ideas available on the IBM Start web site and if 
you see an idea you want to take forward, let us know.
We’ll need to create collaborative teams around the best ideas and 
encourage you to join us on this journey. You’ll find our details in the 
‘contacts’ section of this PDF so please get in touch.
Please feel free to share this PDF with as many people as possible  
to engage them in the discussion. Remember what Tim Smit said:
“if you love something, millions will listen”
You will soon be able to watch videos from the summit online at the 
IBM Start website ibm.com/uk/start

On behalf of IBM, the 
Start organisation and 
The Marketing Society 
we thank all of our chairs, 
speakers and panellists for 
giving up their time and 
their ideas for free.
Now…let’s make  
it happen!
Contents       Thank you
Illus
trations 
by S
cribe
ria 2
011 (
www
.sc
ribe
ria.c
o.uk
)

Contents        List of organisations attending
List of organisations attending
Table 1
2degrees Commercial Director Facilitator
Boundes Sustainability Ltd Managing Director
Central Office of Information Communication Head of Public Engagement
Coca-Cola Enterprises Corporate Responsibility Manager
Eden Project Eden Talent Programme Manager
In Kind Direct Head of Charity Partnerships
Philips Lighting Sustainability Manager 
SAP VP, Sustainability
The Marketing Society Chief Executive
Table 2
Ariadne Capital Director
Eden Project Campaigns Director
Global Action Plan CEO
IBM Midmarket Territory Manager Facilitator
Woolley & Co Principal Founder
Table 3
ASDA Head of Sustainability
Canon Europe European Environment Compliance Specialist
Central Office of Information Communication Group Strategy Director
EDF Energy Brand Strategy and Integration Manager
IBM Business Unit Executive Facilitator
IBM VP, GBS Marketing
Ice Blue Sky Director
Martin McColl Ltd Merchandising & Marketing Director
New Economy Director of Project Development
Ted Baker Green Guardian
Table 4
2degrees Enterprise Services
Behaviour Change Assistant Director
Beyond Green Founding Director
BITC Events & Engagement Manager Facilitator
Comtek Network Systems Ltd Managing Director
Eden Project Project Coordinator/Executive Assistant 
ELIOR UK CR manager
Ellen MacArthur Foundation Digital Marketing Coordinator

Table 8
Canon Europe Ltd European Environment 
& CSR Communications Professional
H&M PR & Communications Manager
IBM Territory Manager Facilitator
Reckitt Benckiser plc Global Marketing Manager
TK Maxx Group Limited AVP Corporate Social Responsibility
& Communications
UK Business Council for Sustainable Policy Assistant
Virgin Trains Head of Marketing
YouGov Managing Director, UK
Table 9
IBM Event & Marketing UK Innovation Centres Facilitator
IBM WFE Leader UK & Ireland
IT Telemarketing Services Limited Business Development Manager
Meteorite Chairman
National Express Group plc Group Environment Director
Royal Sun Alliance UK Head of Corporate Reponsibility
Stop The Traffik Chief Executive Officer
The Marketing Society Marketing Executive
Verve Interactive Ltd Marketing Manager
Table 5
Carbon River Limited Head of Sales & Marketing
DLA Piper International Head of CR
IBM Marketing Manager Facilitator
Nokia Senior Manager, Stakeholder Engagement, 
Sustainability Operations 
Tata Global Beverages Sustainability Manager
Table 6
Aviva Head of Brand UK
Eden Project Consultant
Eurostar (UK) Ltd Commercial Director
Futerra Sustainability Communications Chief Executive
IBM Marketing Manager GBS Facilitator
Kingfisher plc Group CEO
The Fairtrade Foundation Executive Director
Virgin Group Sustainability Executive
Virgin Money Chairman
Table 7
AMEE UK Limited CEO
Dassault Systems Ltd Managing Director
IBM Market Segment Manager Facilitator
IBM UK Government Programmes Executive
The Royal Academy of Engineering Policy Advisor
Transport for London Head of Communications & Research CC & TE 
US Embassy Minister Counselor for Commercial Affairs
Contents        List of organisations attending

Table 10
ASDA Corporate Affairs Director
Ben & Jerry’s Europe Assistant Brand Manager
Ecoisland Operations Manager
Eden Project Consultant
NelsonHall Senior Vice President Facilitator
Practical Action CEO
Proctor & Gamble UKI Corporate Marketing Director and 
Head of Marketing
The Fairtrade Foundation Business Development Manager
Vivian Partnership Co-Founder
WSP Director
Table 11
2degrees Marketing Director
Black & Veatch Ltd Senior Environmental Management Consultant
College of Estate Management Academic
SQW Senior Consultant
The Marketing Society Marketing Director Facilitator
University of Exeter Sustainability Manager
Virgin Group Group Sustainability Manager
Table 12
Alliance Boots Director of CSR
Aviva CR Manager
Cambium LLP Consultant Facilitator
Department for International Development Energy Advisor
E.ON UK Proposition Manager
Ecoinomy Ltd Chief Ecoinomist
Ecotricity Head of Sustainability
IBM Smarter Energy Lead, Partner IBM Global Business Services
Marks & Spencer Head of M&S Energy
Table 13
Audit Commission Senior Research Manager
Business in the Community Marketplace Director
Hanson UK Head of Environment
IBM Facilitator
London South Bank University Energy and Environment Officer
Low Carbon Innovation Centre Project Manager
UK Youth Communications, Marketing and New Business Officer
YouGov Head of Public Sector Consulting
Table 14
Bristol Futures Service Director
British Gas Director of Communications & Brand Marketing
British Sky Broadcasting Ltd Environment Analyst
Cambium LLP Partner Facilitator
EnergyUK Director 
IBM Distinguished Engineer
Johnson Controls Account Director GES
Olympic Park Legacy Company Head of Communities and Business
Pimp My Cause Volunteer Coordinator
Contents        List of organisations attending

Table 15
Central Office of Information Communication Strategic Analyst
Energy Aid Partnerships  
EngineeringUK CEO
IBM Facilitator
London South Bank University Energy & Environment Manager
Marshalls Mono Ltd Head of Sustainability
Martineau & Co Director
Table 16
Barclays CRES Associate Director
Eden Project Sustainability Director
Energy Aid CEO
IBM User Experience (UX)/PhD Student: 
Energy Behaviour Change Facilitator
Mace Group Assoc Director of Sustainability
Man Group plc Corporate Responsibility Manager
Ogilvy Earth Ogilvy Earth Proactice Lead
Oxford University Environment Development
Thames Water Head of Corporate Communications
Table 17
Policy Connect Head of Sustainability
Reckitt Benckiser Director Global Sustainabililty and EHS
Santander UK General Services Manager
Southern Water Ltd Director of IT & Estates
Start Account Manager Facilitator
Thames Water Water Effeciency Manager
WWF-UK Corporate Partnerships Manager
Table 18
Ecoinomy Service Design and Innovation
Gifford & Partners Director of Energy Markets
Givudan Sustainability Manager Fragrances 
Practical Action Head of Fundraising
Royal Academy of Engineering Corporate Development Manager
Santander Global Facilities Energy & Environmental Manager
Start Event Manager Facilitator
Table 19
Crichton Carbon Centre CEO
Pimp My Cause Founder
Shepherd Bell Associates Head of Client Services
Start Account Manager Facilitator
Start CEO
TalkTalk Head of Sustainability
The Carbon Trust Group Head of Marketing
The DoNation Founding Director
UEA Low Carbon Innovation Centre Project Manager
Unilever PLC Global Sustainability Manager
Table 20
BSkyB Environment Manager
Ecoisland Partnership CIC CEO/Founder
Eden Project Chief Executive
Eden Project Green Foundation Project Manager
International Green Awards Executive Commitee
Next Retail Ltd Product Legislation & Environment Manager
Start Project Manager Facilitator
Thames Water Utilities Ltd Media Relations Manager
Contents        List of organisations attending

Table 21
Contemporary Transport Associate 
Eurostar Director of Sales & Marketing
Eurostar (UK) Ltd General Manager for Environment & Energy
IBM Global ITS Business Development Leader
NFU Mutual CSR Manager
PleaseCycle Founder/CEO
Recyclebank Partnerships Director
SecondNature Founding Partner
SKM Colin Buchanan Principal Transport Planner
The Marketing Society Marketing & Programmes Manager Facilitator
Weir – Total Supply Chain Sustainability Business Director
Table 22
Balfour Beatty Infrastructure Services Ltd Pre-contract 
Sustainability Manager
BP Plc Emerging Business Lead
gs1uk Chairman
IBM Industry Executive, Travel and Transport
IBM C Suite Demand Programmes Marketing Lead Facilitator
Lloyds Register Head of Strategy Deployment & Risk
Table 23
Campaign for Better Transport Campaigns Director
Carbon Voyage CEO
Greenergy International Limited Bio-Fuel Sustainability Manager
IBM Marketing Manager Consumer Products and 
Travel & Transportation Facilitator
Transport for London Business Engagement Programme Manager
Trapeze Group CTO
Contents        List of organisations attending

Appendix A
Workshop 1 Barriers – top three identified per each table 
Table 1
1. Providing sustainable solutions that are far better than unsustainable 
ones e.g. mass transportation 
2. Making resources and services easy for the consumer when they still 
need to travel 
3. Making sustainability normal and integrated into all business areas 
that interact with consumers
Table 3
1. Apathy – lots of people really don’t care 
2. Cost – it can cost more to be sustainable
3. Effort – it can be very hard to find out how to recycle that thing 
Table 4
1. Negative associations
2. Complexity of subject
3. ‘Geekiness’
Table 5
1. Confusion
2. ‘Show me the benefit now’
3. Convenience 
Table 6
1. ‘Throw away’ culture – consumerism
2. Ignorance – it’s hard to do
3. Businesses are behind consumers
Table 7
1. Lack of infrastructure
2. Lack of clear impact or financial savings and a  
need for a transparent economic impact of decisions
3. Convenience 
Table 8
1. Inertia
2. Laziness
3. Thoughtlessness
Table 9
1. Passivity
2. Trust
3. Not aspirational
Table 10
1. Public lack of knowledge
2. Price
3. Public scepticism
Table 11
1. Complexity
2. No sense of urgency 
3. Green fatigue
Contents        Appendix A

Table 12
1. Culture consumption
2. ‘Innovation will save us so I don’t have to do anything’
3. Too many mixed messages from companies around sustainability
Table 13
1. The nature of people 
2. Communicating to the people with influence 
3. People feel disempowered 
Table 14
1. Personal connection with a need for change  
to sustainable behaviour
2. Time
3. Lack of information about what to do to make  
a difference
Table 15
1. Why should I/we/they?
2. Accessibility 
3. Too product driven – needs more consumer focus
Table 16
1. Absence of honest and bold leadership
2. Resistance to change
3. Lack of choice 
Table 17
1. Uncertainty on the most sustainable option 
2. Consumers are more interested in value and quality 
3. Lack of desire or no ambition
Table 18
1. Habit 
2. Too busy 
3. Price 
Table 19
1. ‘What’s in it for me?’ 
2. ‘It will cost me more’
3. ‘It will negatively impact my quality of life now’
Table 20
1. All talk, no action 
2. Green = lower quality 
3. Ignorance 
Table 21
1. Convenience
2. Inconsistencies in recycling
3. Failure to see the bigger picture 
Table 22
1. Easy access to information for action 
2. It can cost the consumer more 
3. Not easy or simple enough 
Table 23
1. Challenging the norm
2. The political angle 
3. People don’t like change but do embrace things they find useful 
Contents        Appendix A

Contacts
For more information please contact:
Bill Sullivan, IBM
Phone: +44 (0)7730 735688
email: sullivaw@uk.ibm.com
Scott Stockwell, IBM
Phone: +44 (0)20 7021 9488
email: scott.stockwell@uk.ibm.com
Emma Crosby, IBM
Phone: +44 (0)7753 829858
email: emma_crosby@uk.ibm.com
Lauren Stern, Start
Phone: +44 (0)207 566 8759
email: lauren.stern@bitc.org.uk
Contents        Contacts
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