As a brand with a proven commitment to sustainability, Kyocera Document Solutions (Kyocera) wanted to drive awareness of their brand using original research and thought leadership.
As companies increasingly focus on reducing their carbon footprint, Kyocera wanted to shine a light on the actions that are needed to improve and facilitate sustainability strategies in the workplace. By doing so the brand wanted to provide original tools, data and insight that decision makers need to future-proof their business.
Programme goals included:
With rapid urbanisation, the intensifying effects of climate change and an urgent need for a clean-energy transition, the adoption of green skills has emerged as a pivotal factor in steering cities towards sustainable development. While fostering green skills will be a key aspect in preparing both business and economy for the sustainable transition - the issue of green skills remains a relatively unknown yet crucial concept.
To deepen understanding and assess the current landscape, Economist Impact (supported by Kyocera) produced "A green edge: green skills for the future". This in-depth research programme captures the perception of the green skills ecosystem in six of the world's most dynamic cities, to:
The programme not only shines a light on one of the most challenging aspects of creating a green economy - but identifies areas where progress is needed. Our research uncovered that just a fraction (2.7%) of senior executives located in the world’s business capitals believe their organisations have sufficient levels of green skills. However it also reveals a disconnect between executives’ intentions and action: Executives see the importance of green skills but say the level of financial investment required is the top reason holding them back.
Programme elements:
Original research: Comprehensive survey of 300 business executives to gauge the level of awareness and perceptions around green skills. This was supplemented with expert interviews and extensive desk research. These insights were used to develop a clear picture of the green-skills ecosystem in the six cities of focus. It was also used to explore the drivers behind green-skills adoption as well as analyse businesses’ readiness and efforts to adopt green skills.
Interactive barometer: allows users to see how each hub fares across measures including environmental awareness, leadership, employee imperative as well as comparing their overall scores.
Briefing paper: Comprehensive overview of the research, findings and core actions needed - designed to inform decision-makers on the current state of green skills in cities, and provide areas to accelerate progress.
Infographic: Curated snapshot of key findings from our survey - showing if green skills are considered integral to their organisational needs, and if not, why.
Designated Digital Hub: Interactive hub allowed users to explore the programme and garner insights however it suits them
Promotion: Targeted campaign across The Economist’s digital, print and social channels drove awareness and engagement among the target audience. Further amplified via organic promotion with a headline newsletter feature in a special issue on How prepared are cities for the future? It was also regularly promoted to our 340K followers on social.
Original research insights for business leaders:
The research allows business leaders to explore the drivers behind green-skills adoption as well as analyse businesses’ readiness and efforts to adopt green skills. An opportunity for cities’ corporate ecosystems to now make a positive contribution to the sustainable transition.
Exploring the findings helps global business leaders further understand the role of cities and businesses-as well as their partnership-in driving attention towards green skills.
The programme has provided a clear, concise snapshot of where strategic commercial hubs are as they help workforces drive the energy transition and more sustainable practices.
Global reach and engagement of the right audience: Extensive media campaigns across The Economist platforms raised awareness and the central digital hub started a dialogue and engaged the target audience of business leaders and policy makers. Results of the programme exceeded multiple KPIs.
Driving change: Clear and actionable insights shed light on what’s needed to improve and facilitate the uptake of green skills. Thought leadership that helps the advancement of society through the adoption of green skills.
