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Communicating Your Sustainability Message to Millennials in a Digital Culture
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Communicating Your Sustainability Message to Millennials in a Digital Culture

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Patricia Martin is one of the leading consultants and speakers on social media, marketing and consumer behavior in the digital age. She's the author of, RenGen:Renaissance Generation-The Rise of the ...

Patricia Martin is one of the leading consultants and speakers on social media, marketing and consumer behavior in the digital age. She's the author of, RenGen:Renaissance Generation-The Rise of the Cultural Consumer and What it Means to Your Business, and Tipping the Culture. Patricia will give specific examples both inside and outside our industry for how companies are successfully using social media to communicate their sustainability messages.

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Communicating Your Sustainability Message to Millennials in a Digital Culture Communicating Your Sustainability Message to Millennials in a Digital Culture Presentation Transcript

  • Communicating Your Sustainability Message to Millennials in a Digital Culture Patricia Martin Food Marketing Institute and Grocery Manufacturers Association Sustainability Summit 2011
  • a word about seeding cultural change © 2011 Patricia Martin. All rights reserved.
  • © 2011 Patricia Martin. All rights reserved.
  • barriers trust cultural fit keeping up © 2011 Patricia Martin. All rights reserved.
  • © 2011 Patricia Martin. All rights reserved. This is what it looks like right before a renaissance.
  • what is the RenGen?
    • Ren = renaissance
    • Gen = generation
    © 2011 Patricia Martin. All rights reserved.
  • why do they arise?
    • Hyper-progress renders
    • aspects of the culture
    • irrelevant. What’s irrelevant
    • gets shed.
    © 2011 Patricia Martin. All rights reserved.
  • three indicators of a renaissance
    • Death comes first
    • Facilitating medium
    • Age of enlightenment
    © 2011 Patricia Martin. All rights reserved.
  • neo humanism “ Humanism is an approach to life based on reason and our common humanity, recognizing that moral values are properly founded on human nature and experience.” – Robert Ashby © 2011 Patricia Martin. All rights reserved.
  • psychographic
    • Learn, unlearn, relearn
    • uncertain Creative
    • Idealists Self expressive
    • collaborators Sensualists
    • Fusionists: engineer/poet/advocate
    © 2011 Patricia Martin. All rights reserved.
    • 16—29 year olds, 37% unemployed
    • $200 billion+ spending power
    • Influence another $300 to $400 billion in spending
    • The most educated, multicultural generation in U.S. history
    • Source: American Demographics, 2011
    © 2011 Patricia Martin. All rights reserved.
  • © 2011 Patricia Martin. All rights reserved.
    • “ The problem is that there’s no story about the future.”
      • Peter Thiel , Wired 2010
    what’s their quest? © 2011 Patricia Martin. All rights reserved.
  • RenGen imperatives
    • believe
    • belong
    • create
    © 2011 Patricia Martin. All rights reserved.
  • millennial relevance: secrets of global brands © 2011 Patricia Martin. All rights reserved.
  • to earn cultural relevance:
    • believe  Feed a broader belief system.
    • belong  Facilitate bonds.
    • create  Offer fodder for creative content.
    © 2011 Patricia Martin. All rights reserved.
  • © 2011 Patricia Martin. All rights reserved.
  • © 2011 Patricia Martin. All rights reserved.
  • Copernican moment © 2011 Patricia Martin. All rights reserved.
  • BRAND old way © 2011 Patricia Martin. All rights reserved.
  • USER © 2011 Patricia Martin. All rights reserved. new way
  • believe in ballet? © 2011 Patricia Martin. All rights reserved.
  • leap of faith-new story of the future © 2011 Patricia Martin. All rights reserved.
  • © 2011 Patricia Martin. All rights reserved.
  • implications for sustainability
  • barriers align with drivers trust believe culture change belong © 2011 Patricia Martin. All rights reserved. keeping up create
  • © 2011 Patricia Martin. All rights reserved. trust
  • eco-confusion
  • http://www.watchmoviedb.com/2010/11/22/watch-fight-club-online/fight-club-3-jpg/ trust: emotional truth
  • © 2011 Patricia Martin. All rights reserved. IMPORTED FROM DETROIT
  • Emotional truth: luxury is stuffy. © 2011 Patricia Martin. All rights reserved.
  • © 2011 Patricia Martin. All rights reserved. Photo Credit: Rick Loomis, Los Angeles Times, October 19, 2010 http://framework.latimes.com/2010/10/19/images-from-past-burning-man-festivals/#/8 belong: radical interdependence
  • family is “precious cargo” © 2011 Patricia Martin. All rights reserved.
  • © 2011 Patricia Martin. All rights reserved. culture: tap your tribe employees aware of company’s social responsibility practices? Source: Penn Schoen Berland: 2010 Corporate Social Responsibility Branding Survey 8 in 10 not sure or unaware
  • © 2011 Patricia Martin. All rights reserved. One-third would take pay cut to work for a socially responsible company Source: Penn Schoen Berland: 2010 Corporate Social Responsibility Branding Survey
  • © 2011 Patricia Martin. All rights reserved. Source: Penn Schoen Berland: 2010 Corporate Social Responsibility Branding Survey Younger workers even more so
  • create: Groupon’s Alternative Spring Break © 2011 Patricia Martin. All rights reserved.
  • belief: life is an adventure…everyday! belong: many lifestyle points of entry encourage tribing create: choose your own adventure © 2011 Patricia Martin. All rights reserved.
  • © 2011 Patricia Martin. All rights reserved.
  • keeping up: experiment with young talent. © 2011 Patricia Martin. All rights reserved.
  • thank you! [email_address] @PatriciaMartin
  •