8th WORLD CONFERENCE ON SPORT AND THE ENVIRONMENT

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<strong>8th</strong> World Conference on Sport and the Environment International Cooperation and Development Department Report Mr Piggot followed up his fi rst question by asking the panel if they felt the sustainability “story” had been told well enough so far. Mr Stoch agreed that storytelling is an important part of the process. He pointed to the Rugby World Cup in 1995 as a useful comparison. The World Cup was held shortly after the fi rst democratic elections in South Africa and opened important dialogue among citizens on issues of race and acceptance. Mr Stoch felt that the Games could create a similar dialogue on sustainability. Mr Kettlitz felt that the largest obstacle to sustainable storytelling was fi guring out good ways to incorporate them into marketing plans. Mr Parker felt that the internet is an untapped, useful resource to further storytelling on sustainability, which he felt has not reached the appropriate level yet in the Vancouver 2010 context. A delegate then asked each panellist whether their companies will try to accelerate sustainability by carefully choosing which sporting events to sponsor? Mr Kettlitz agreed that Coca-Cola will choose their properties with sustainability in mind. Mr Parker also agreed that Teck’s choice of event has been determined in part by sustainability, but also by how much the event will incorporate the local population. A delegate asked what each panellist’s long-term sustainability goals were post-Games. Mr Stoch explained that his company will try to engage its workers on their footprint in the long term. Mr Parker said that Teck is working with Legacies Now to achieve long-term sustainability consciousness. Mr Parker advocated all companies to use Legacies Now for this purpose. Delegate ended the question period by asking how the panel thinks companies can avoid accusations of “green washing”. Mr Piggot cited research that indicated companies have been reluctant to share their sustainability stories in fear of such accusations. Mr Stoch pointed to VANOC’s licensee audits and codes of conduct as good examples of how to deal with the green washing issue. Mr Piggot ended the session by outlining some important lessons, which he identifi ed as: a) sustainability needs to be a fully integrated aspect of the business plan; b) sustainability should be aligned with the values and characteristics of the company (i.e. it should be genuine); c) employees are particularly engaged on sustainability issues; and d) as of today, Vancouver 2010’s sustainability story has not been adequately told, but it is not too late. 4.15. Luncheon Presentation: Passion Drivers for Sport and Sustainability Ms Kim Smither, Managing Director, Octagon Canada, Canada Ms Smither stressed that the lens through which marketing has been traditionally viewed has shifted. Previously, advertisers maintained control over the message they sent and consumers were passive absorbers. However, with technological advances, consumers are more in control of the information Page 53 / 80
<strong>8th</strong> World Conference on Sport and the Environment International Cooperation and Development Department Report they view and subsequently retain. In order to change behaviours and attitudes to become more environmentally sustainable, marketers need to tap into individual passion. Passion which is defi ned as a feeling, emotion, or belief, is the driving force for events such as the Olympic Games. Taking advantage of this passion can fuel consumer support for environmentalism if devised properly. Mr Simon Wardle, Senior Vice President, Insights & Strategy, Octagon Worldwide, USA Mr Wardle began by stating that the aim of using passion to change behaviour starts with understanding that consumers are fans. Moreover, he stated that we must understand why consumers care, and this is where the Passion Drivers Factors for Sport come in. Octagon had identifi ed 12 Passion Drivers: 1. Active Appreciation 2. All consuming 3. Gloating 4. Love of the Games 5. Nostalgia 6. Personal Indulgence 7. Athlete Affi nity 8. Athlete Excitement 9. Sense of Belonging 10. Talk and Socialising 11. Team Devotion 12. TV Preference He continued by asking: What Passion Drivers are going to be important for the Olympic Games? The answer depends on where in the world you are: In China, the number 1 factor is national team devotion. In England, the number 1 factor is nostalgia—the history and tradition of the Games. In Canada, the number 1 factor is Athlete Affi nity, with National Team Devotion being number 2 and Active Appreciation is number 3. In the US, the number 1 factor is Athlete Affi nity, Love of the Game is number 2 and National Team Devotion is number 3. Mr Wardle’s next question was: How do we use the passion people have for the Olympic Games to save the environment? He answered that it starts with the consumer. Many people want to help but may not know how to help. Octagon had researched Sustainability Passion Drivers and found that the Games provide the platform for athletes to inspire consumers to take action: 1. Octagon found that Olympic fans cared signifi cantly more than non-Olympic fans with regards to sustainability. 2. The Olympic Games were deemed to be the most appropriate sports event to do something about sustainability. 3. However, only 28% perceived that the Olympic Movement is currently committed to sustainable development. 4. Furthermore, Athlete Affi nity was found to be key to connecting with the fan. However, the type of athlete was not important. Instead, the consumer would connect with an athlete who believed in a cause. Page 54 / 80
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8th WORLD CONFERENCE ON SPORT AND THE ENVIRONMENT

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