Many companies miss the mark when it comes to nature-based strategies because they focus too much on data instead of culture. Let me tell you how Danone turned their agricultural suppliers into biodiversity champions.
Through our work with our clients, we found that success relies on three key behavioral principles:
First, harness the power of social identity. Danone helped their dairy farmers see themselves as "soil health pioneers," and suddenly, regenerative agriculture practices became much more appealing.
They set up farmer-led learning communities where early adopters could share their stories. In just two years, their regenerative agriculture program expanded from 150 to 2,500 farmers.
Second, make things simple. Natura, the Brazilian cosmetics giant, turned complex biodiversity ideas into easy-to-follow actions for their Amazon suppliers.
They created straightforward visual guides for sustainable harvesting and set up WhatsApp groups for instant support. The outcome? A whopping 95% of their 7,000 forest communities adopted sustainable practices.
Lastly, embrace the principle of reciprocity. Nestlé's Nespresso program is a great example. By offering training and technical support to coffee farmers, they built trust and advocacy.
These farmers became enthusiastic advocates for sustainable practices, influencing entire regions in Colombia and Ethiopia.