charlie mathews- collaborating on the china dream, cswglobal14

Collaborating  on  the  China  Dream  Crowdsourcing  Week    April  2014

#airpocalypse  

BEFORE

China’s  consuming  class:  800m  by  2025

-­‐  Xie  Zhenhua,  China's  chief  climate  negotiator

"If  we  allow  China's  per  capita  carbon  emissions  to  rise  to  US  levels,  it  will  be  a  disaster  for  

the  world."  

We’ve  been  told  we  can’t  follow  the  American  Dream  because  it  is  unsustainable.  !But  then  what  dream  should  we  follow?

Oct  2012  NY  Times  article  by  Thomas  Friedman  :  “China  Needs  Its  Own  Dream”  !

Nov  2012  Oriental  Outlook  cover  story  on  “China  Dream”  !

Xi  Jinping  mentions  “China  Dream”  Nov  15,  2012!  "Nowadays,  everyone  is  talking  about  the  China  Dream,"  he  said.  "In  my  view,  realizing  

the  great  renewal  of  the  Chinese  nation  is  the  Chinese  nation's  greatest  dream  in  modern  history.”  

China  Dream  

Reimagine  prosperity,   reframe  sustainability

to  reshape  consumerism

www.juccce.org/chinadream

Curator    of  KOLs

Cultural  experts Storytellers Green  experts

Co-­‐creating  the  Dream Broader  stakeholder  group  humanizes  sustainability

安全的水、食物、空气质量 Safe  food,  air,  water

!更有活力的生活 Vibrant  living

便捷和互助的社区 Liveable  communities

继承传统并与时俱进 Opportunities  to  move  forward    by  building  upon  our  heritage  

Activating  the  Dream Leverage  other’s  reach  to  set  new  norms

Convene  partnerships

Brand  campaigns

Government  policies

Advocate  voices

Local  communities

Media Developers PractitionersEducational  Institutions

Target  demographics

Relevant  aspirations  (Respect;    Fulfilling  relationships;    Shared  experiences)

Humanize  through  people’s  stories

Customer  loyalty  experience

Dove  China  Brand  Story Capture  customer  loyalty  by  helping  them  achieve  the  China  Dream

!David  Agus,  AETNA,  Ark  

Design,  YK  Pao  school,  Eurest,  Augmentum,  

Local  chefs,  WEF,  U  of  Minnesota,  Dr  Laura  Jana    

Good  for  you

Good  for  the  planet

Culturally  attractive

School  Curriculum

School  Meals

Webisodes

A  New  Way  to  Eat

Personal  Champions

#migration

!

   Urban  population        million  !!!!!!!!

SOURCES:  UN  Population  Division;  McKinsey  Global  Institute  All  City  Model,  2009

¼  of  global  urban  growth

991

2030  F2010  E

633

+358

China’s  city  sizes  2030

In millions

Small:  <1.5

Mid-­‐size:  1.5-­‐5.0

Big:  5.0-­‐10.0

Mega:  ≥10.0

SOURCE:  McKinsey  Insights  China  –  Macroeconomic  model  update  (Apr.  2012)

Young  peoples’  thoughts  on  how  community  has  changed  in  China  

Government  training  at  CELAP  (China  Executive  Leadership  Academy  Pudong)  in  Shanghai

Heyue City Uses• Allows  citizens  to  voice  their  ideas  for  

solutions  to  improve  their  neighborhood  

or  environment  

!• Lets  professionals  and  organizations  

publish  their  proposals,  demonstrate  

their  progress  and  work  interactively  

!• Enables  local  governments  to  review  and  

respond  to  top-­‐rated  solutions

Next  Steps…

Key  points  on  China  Dream  collaboration:  !-­‐  Government  involvement  !-­‐  Continuous  engagement  with  stakeholders  who  share  the  same  goals  !-­‐  Small  changes  can  have  big  impacts,  and  can  be  achieved  quickly

For  more  information  :  www.juccce.org/chinadream  charliemathews@juccce.org  

!@charlieminchina