By going out into the real world and talking to people about the good life, we found that there is one thing that connects us as modern human beings today: the overwhelming feeling that the world is changing at an ever more rapid pace, and that we need to navigate a world that grows more complex every day.
We saw very clearly that this was a shared frame of reference for many different people, but we also saw that people have widely different strategies for navigating this complexity. We saw three distinct worldviews, which greatly affect people’s attitudes towards, for instance, environmental issues, and identified how they should be approached. This provided Ørsted with a new and deeper understanding of the role that environmental issues play in people’s minds and lives, and who they think holds the responsibility for creating a positive change.
Ørsted’s focus on real people’s worldviews gave them new clues on how to tell their story in a way that resonates with the public. Some feel that Ørsted should be the energy company for the Danish people, giving families advice on how to cut electricity costs in the home. For others, Ørsted needs to enter the scene as a global player, who can affect international agendas and make a positive difference in the world.