International project gathers leading companies and experts to develop new approach to communicating sustainability and create a new narrative on what sustainable future entails.
The project, known as Project Green Light (PGL), is an alliance of global companies and communication experts who have come together to develop a common platform for sustainability and create a better basis for green growth through communication.
The main goal of the project is to create a clear and inspiring vision of what the world would look like in the near future if we choose a sustainable pathway,” says COO Bjørn K. Haugland. “Communities all over the world are facing one of the greatest transformations in history. To facilitate and accelerate this, the broader public must have a robust and positive understanding about what a sustainable future entails and the opportunities that comes from choosing a sustainable way forward. The understanding and clear vision of the goal is a prerequisite for the strong ownership and support that is needed from consumers, employees and the electorate.”
He continues, “The PGL will push forward the shift from communicating ‘nightmares’ of global catastrophic collapse of our planet to ‘dreams’ of a sustainable future, mindful, however, that it is not colourful fantasies we need, but a clear and trustworthy picture of our future cities, countries and everyday lives.”
The project involves global organisations such as Futerra, Saatchi & Saatchi Sustainable, UC Berkeley, WWF and Climate Group China. Initiated by Copenhagen-based think tank Monday Morning, the project also includes leading expertise from a broad range of companies including DNV, Cisco, DONG Energy, General Electric, Microsoft , Phillips, and SAS to name a few.
The project work is already underway and will run until autumn 2011. Much of the work will be based on case studies and insights from the companies in the group.
“Building on the knowledge and expertise embedded in the member organisations (innovation projects, R&D plans, technology forecasts, sectoral understanding, business strategies and environmental targets), we have some of the most important pieces to build the puzzle and provide the strongest possible platform for delivering a narrative and a compelling vision and model for a sustainable future,” adds Mr Haugland.
The project was formally launched at the recent World Climate Solutions Conference in Copenhagen which attracted significant interest from governments and organisations worldwide. Mr Haugland gave a presentation which highlighted DNV’s focus on sustainability and the importance of credible and trustworthy communication.