1. Case study: Motivating Sustainable Consumption in Customers David North Community & Government Director Tesco

2. Tesco and sustainability
BE RESONSIBLE, FAIR AND HONEST
BE A GOOD NEIGHBOUR
COMMUNITY
CUSTOMER
OPERATIONS
FINANCE
PEOPLE
TREAT PEOPLE HOW WE LIKE TO BE TREATED
NO-ONE TRIES HARDER FOR CUSTOMERS
THE PRICES ARE GOOD
I DON’T QUEUE
THE STAFF ARE GREAT
I CAN GET WHAT I WANT
THE AISLES ARE CLEAR
EARN LIFETIME LOYALTY
WE TRY TO GET IT
RIGHT FIRST TIME
WE CONSISTENTLY DELIVER EVERY DAY
WE MAKE OUR JOBS
EASIER TO DO
WE KNOW HOW VITAL
OUR JOBS ARE
WE ALWAYS SAVE TIME AND MONEY
TO GET ON
AN OPPORTUNITY
JOB
AN INTERESTING
A MANAGER WHO HELPS ME
TO BE TREATED WITH RESPECT
GROW SALES
MAXIMISE PROFITS
MANAGE OUR INVESTMENT
OPERATIONS
WE CONSISTENTLY DELIVER EVERY DAY
WE MAKE OUR JOBS EASIER TO DO
PEOPLE
TREAT PEOPLE HOW WE LIKE TO BE TREATED
NO-ONE TRIES HARDER FOR CUSTOMERS
THE PRICES ARE GOOD
I DON’T QUEUE
THE STAFF ARE GREAT
I CAN GET WHAT I WANT
THE AISLES ARE CLEAR
EARN LIFETIME LOYALTY
GROW SALES
MAXIMISE PROFITS
MANAGE OUR INVESTMENT
AN OPPORTUNITY
TO GET ON
AN INTERESTING
JOB
A MANAGER WHO HELPS ME
TO BE TREATED WITH RESPECT
WE TRY TO GET IT RIGHT
FIRST TIME
WE KNOW HOW VITALOUR JOBS ARE
WE ALWAYS SAVE TIME AND MONEY
CUSTOMER
FINANCE

3. Why individuals matter when tackling climate change
Direct: 23%
Indirect: 22%
Business to Business: 55%
Based on ONS data, May 2007

4. Awareness is high
“Climate change is something that is affecting/will affect me & my family"
90%
80%
Slightly agree
70%
Strongly agree
60%
50%
40%
30%
20%
10% 0% AB C2 C1 DE
Source: 'Charity Awareness Monitor', nfpSynergy/nVision
Base: 1000 adults aged 18+, UK, 2006

5. Responsibility vs. Action
100%
Have greatest responsibility to do something to stop global warming
Currently doing the most to stop global warming
80%
60%
40%
20% 0%
Governments
Big
Companies
Energy
Companies
Individual
Consumer
Scientists
NGO’s

6. A strategy for motivating sustainable consumption
Lead by example
Empower the customer
Work with others

7. 1. Lead by example Measure our impact Set targets Cut our emissions
Business Travel
Our carbon footprint
57%
25%
11% 6% 1%
Grid Electricity
Diesel
Natural Gas
Refrigerant
Measure our impact
Set targets
Cut our emissions

8. 1. Lead by example Measure our impact Set targets Cut our emissions
50% cut in emissions from existing buildings by 2020
All new stores to average 50% less CO2 by 2020
50% cut in CO2 created per case of goods delivered by 2012

9. 1. Lead by example Measure our impact Set targets Cut our emissions00 01 02 03 04 05 06 07 08
Year
Energy Use
KwH ft2

11. “What are the barriers to being green?”
2. Empowering consumers
“What are the barriers to being green?”
Have to pay more
Actions make no difference
I don't know enough

12. 2. Empowering consumers Have to pay more Actions make no difference
I don't know enough

13. 2. Empowering consumers Have to pay more Actions make no difference
I don't know enough
1 point
per bag

14. 2. Empowering consumers Have to pay more Actions make no difference
I don't know enough

15. 3. Work with others

16. Production & packaging
Flowers from Europe Total footprint = 19 kg CO2e
Flowers from Africa Total footprint = 11 kg CO2e
0.5% 2%
0.03%
98%
End of life 6%
91% 1% 2%
Retail & use
Transport
Production & packaging

17. Case study: Motivating Sustainable Consumption in Customers David North, Community & Government Director Tesco