ENGAGE CUSTOMERS BY HELPING THEM BE SUSTAINABILITY HEROES!
David Allison spoke at the NB Power ENERGIZING EFFICIENCY conference in Fredericton. Based on the results of a statistically accurate survey, he revealed the shared values of the people of New Brunswick. He wrote this article based on those research findings.
If you're a business owner anywhere, this article outlines a method you can use to boost your brand and significantly benefit our planet by helping your customers be environmental heroes. This isn't about a new technology or a secret marketing strategy. It's something much more profound and potent—our shared human values.
At the recent ENERGIZING EFFICIENCY conference, I shared insights from a unique study by the Valuegraphics Research Company. We discovered the shared values of the population of New Brunswick using an extensive survey process and rigorous statistical analysis.* And why do we focus on values? Values drive everything people do, including choosing where to live, where to work, and how to lead their lives. In my keynote, I focused on three powerful shared values–The Power Values–that are much more dominant in New Brunswick than in the rest of Canada.
((If you don’t live in New Brunswick, consider this a case study for your business no matter where you are…find out the values that matter and follow this roadmap. How can you find the values you need to focus on? There’s one quick way called The Three Telltale Questions: see the video tutorial at the bottom of this post.))
As an example of how this works, I’ll walk you through some thought-starter ideas that show how these values can inspire sustainable decisions and help you build a stronger business in New Brunswick. Ultimately, however, it’s up to you to use the Power Values in a way that makes sense for your business.
1. The Value of Experiences: Green Gatherings
In New Brunswick, people are motivated and engaged by the values of Experiences, especially those that can be shared, because it creates a sense of belonging. You can transform this into an actionable outcome using an idea I’ve called Green Gatherings. These gatherings could be workshops, casual meet-ups, or even full-blown festivals where people skill-share and learn about upcycling furniture, clothing repair, fixing small appliances, growing food, or sustainable gardening techniques. Events like this would not only educate folks in an experiential way but also foster community ties and make your business a local hub for sustainability.
2. The Value of Basic Needs: Urban Oasis Projects
We all want to know our basic needs will be met—however we define them. In New Brunswick, the focus on long-term basic needs is particularly powerful. This is where the idea of Urban Oasis Projects comes into play. Businesses could collaborate with customers to convert unused urban spaces – no patch of earth is too small or too large – into productive gardens or biodiversity zones. What a great way to teach kids about food production and help everyone understand how important it is to protect biodiverse habitats. A bonus: these garden projects would enhance community engagement and position your brand as a caring leader committed to preserving long-term Basic Needs.
3. The Value of Community: The Sustainability Olympics
People in New Brunswick feel part of a community, specifically when they belong to identifiable groups, teams, or organizations. It might be teams of people who work together, sports teams, church groups, etc. So why not organize the Sustainability Olympics and invigorate those groups with a challenge? Create fun and competitive activities like eco-scavenger hunts, recycling challenges, or sustainability fundraising-a-thons. These activities can turn environmental responsibility into a community sport, making sustainability efforts more engaging, visible, and values-driven. And if you are the organizing force, your brand will benefit, too.
How Does This Help Your Brand?
Using these shared values to guide your business practices isn’t just good for the planet—it’s a smart brand strategy. Customers who see that your business mirrors their values connect more deeply with your brand. They’re not just purchasing a product or a service; they’re participating in a shared mission, contributing to a community effort that feels personal and important. When every business is vying for attention, those that resonate with the core values of their customers will stand out.
By embedding the values of Experiences, Basic Needs, and Community into your business model and becoming a champion for sustainability while you do it, you create more than a viable, respected business: you create a values-driven movement for your customers and clients to be part of. And that’s a surefire way to build a brand that lasts.
Values are the answer. Let’s put them to work.
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