Leverage Points for Broader Diffusion of the FSSD

Abstract: The intrinsic characteristics of the Framework for Strategic Sustainable Development (FSSD) make it useful in moving society towards sustainability. However, most of the change agents who work with the FSSD report that it is not diffused widely enough to have a systemic impact on society. The purpose of the study is to enable those who wish to foster such diffusion to be more effective in their efforts by giving them information they need to strategically plan those efforts. An ‘important factors for diffusion’ lens is constructed from Diffusion of Innovations theory and social marketing concepts, and verified with case studies of the diffusion of Biomimicry 3.8, GRI and Cradle to Cradle. 152 current barriers and enablers to broader diffusion of the FSSD are identified from interviews with 27 practitioners and a survey of 58 additional practitioners. These are scored against the lens to determine the current diffusibility of the FSSD, then distilled and influence flows between them mapped, to identify seven leverage points for broader diffusion. Interrelations between these leverage points, as well as other emergent themes, are discussed, conclusions are drawn, and further research suggested.