- Understand the value priorities of a stakeholder
- Presenting specific messages that have been framed to reflect their value priorities
- Making commitment to C2C inspired projects more certain
The application of Cradle to Cradle (C2C) principles in business sites is likely to be hampered by several barriers, some of which are socio-cultural in nature. To promote change and new thinking in the way business sites are designed,
built and operated, there is the need to properly understand socio-cultural issues that create ‘lock-in’ to existing practices (Peterson and Anderson, 2009) so that these can be taken into account in the way C2C is presented to different business site stakeholders to secure their commitment to C2C inspired projects.
These socio-cultural barriers are deeply rooted in the basic assumptions and value priorities of stakeholders. Strategies for communicating and promoting the C2C vision must therefore be aligned with such stakeholder value priorities and assumptions.
In this regard, a C2C Communication Strategy Tool has been developed to:
- help diagnose the dominant value priorities and interests of business site stakeholders; and
- map onto these dominant value priorities and interests, those relevant value propositions within the C2C vision that most align with the needs of the stakeholders concerned.
Thus whereas stakeholder groups are likely to have different value priorities, by using the tool to understand the value priorities of a stakeholder and presenting specific messages that have been framed to reflect their value priorities, communication of the C2C vision will be more effective. Ultimately, stakeholders will then not only take more of an interest in C2C, but will also be more inspired to pursue this vision on their business sites – making commitment to C2C inspired projects more certain.