10 Steps to becoming a carbon neutral business

Baggrund

Strategy /Background

In the first seven months of 2018, humans consumed a full year’s worth of natural resources. That’s nearly twice as fast as our planet can regenerate them (Source: Earth Overshoot Day).

Politicians are struggling to put their words into action and effectively tackle the climate challenge by living up to UN goals and international obligations like the Paris Agreement.

The climate challenge is growing every day and requires a global decrease in greenhouse gas emissions. That is why LM Wind Power decided to take action. As a wind turbine blade manufacturer, they felt a special responsibility to walk the talk when it comes to addressing the future of the planet.

They pledged to become the first carbon neutral business in the industry. It was a very ambitious goal, but by July 2018, they reached it! LM Wind Power went from a 240,000-ton CO2 footprint in 2017 to a net zero footprint in 2018 — even avoiding red numbers in the process.

However, it was a difficult journey to reach zero. There was very limited guidance on how to set up a carbon neutrality program, and no easy answers to be found anywhere. This scattered landscape of information also lacked an engaging storyline that could be leveraged as a guiding star to help inspire businesses seeking to neutralize their carbon footprint.

Recognizing this challenge, LM Wind Power decided to make it easier for other companies to start their own green transition.

By sharing what they learned from their own journey, they could enable decision-makers from other companies — who had the desire to take the same leap but lacked the necessary know-how — to get started. Sustainability should not be solely an expense or a fluffy communications approach; it should be a way to differentiate your brand, save money for your business and inspire positive action.

We call it ‘10 STEPS TO BECOMING A CARBON NEUTRAL BUSINESS’.

Løsning

Solution

Welcome to ‘10 Steps to Becoming a Carbon Neutral Business’: a digital storytelling platform that bridges the strategy-to-execution gap by inspiring and enabling business leaders and decision-makers—who have the desire to take action but lack the information, overview and guidance—to start their green transition.

With this platform, we’ve helped LM Wind Power set new standards, use their knowledge, and amplify their position as thought leaders within sustainability.

The site invites users on an engaging 10-step journey, providing the information necessary to complete each step towards carbon neutrality.

The digital experience starts with a compelling message emphasizing the urgency of climate action, and then leads users to an overview of the steps ahead, framing the considerations and preparations needed to take on the pledge.

The 10 chapters of the story consist of easily digestible content like advice, things to consider, explanation cards, tips, quotes and more. This aims to simplify the complexity of going carbon neutral and guide users through the experience, one step at a time.

Furthermore, we went beyond the ‘10 Steps’ and supported carbon neutrality initiatives through strategic consulting, design sprints, online tools, sustainability reports and a corporate website.

The ‘10 Steps’ universe is created to be scalable and is already being rolled out in future campaigns and initiatives.