Portada Conference 2012 - Country Focus: Brazil

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The Rise of the Brazilian Citizen-Consumer: Insights and Advice for Marketers

The new role of social awareness and societal contribution in brand marketing, particularly in Brazil and other rapid growth economies.

Watch this event on YouTube - http://www.youtube.com/watch?v=rw9UqIcqGlY

Attend Portada's 2013 Latin Content Marketing Forum in Miami this June 4th, 2013.

Learn more at: http://www.portada-online.com/conferences

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  • Note: Unless otherwise indicated, all findings cited refer to Global data. For reference, we defined societal issues and good causes in the survey as the following:…different societal issues, which include social and environmental issues that impact individuals, local communities, the nation and/or the world, as well as different good causes, which include initiatives that seek to positively benefit others and improve lives.
  • To further illustrate this this shift from profits to profits + Purpose: the Trust Barometer found that, out of the 16 factors shaping trust, those factors that will build future trust are centered around a company's societal performance – or Purpose.  Profit-driven operational attributes, like “innovators of new products” and “delivers consistent financial returns,” that are responsible for current trust levels actually fell to the bottom of the rankings. In their place: social factors like "listening to customer needs", "treating employees well," and "placing customers ahead of profits." These factors – societal issues – are considered more important to rebuilding future trust than those that deliver on operational imperatives.  Consumers couldn't be sending a clearer message to companies: by putting your company's Purpose, or values, in action through a variety of engagements ranging from materiality and CSR to cause branding and NGO support, companies can build sustainable competitive advantage that will unite and motivate all the people you touch, from skeptical consumers to reticent employees.
  • The goodpurpose® study is Edelman’s annual global intellectual property researchstudy that over the course of five years explores consumer attitudes around social purpose, including their commitment to specific societal issues and their expectations of brands and corporations. The survey was conducted in 16 countries with 8,000 adults (ages 18+), and is the only global, longitudinal study of its kind.
  • Now in its fifth year, the goodpurpose study has uncovered the following 4 key themes
  • We found that Rapid Growth Economies (China, India, Indonesia, Malaysia, UAE and Brazil) are Bullish on “Purpose” compared to the more mature Purpose “Bear” Markets, like the US and Western Europe.
  • The power of Purpose is driving consumer preference and loyalty …It’s no longer the question of IF…It’s the HOW With 24/7 connectivity, hyper transparency and diminishing competitive barriers, companies andbrands need a new narrative to break through the noise – something compelling that inspires stakeholders to engage, activate and advocate for an organizationQ49. [TRACKING] Thinking about society’s interests and business’ interests, how much weight should each interest have in business decisions? (Net: At least equal weight on society’s interests) 10-country global total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE)Note: This slide includes the 10-country global total for tracking purposes (86%). However, slide 24 includes the full 16-country global total (87%) as it only references this year’s data. ----- Meeting Notes (14/05/12 17:29) -----Simon Zadek - pessoas só mudam de ideia quando
  • Top Ranking Causes vary country to country Q8-21. [TRACKING] How much do you personally care about the following good causes? (Top 2 Box, Care a great deal/Somewhat) US
  • These RGE consumers comprising the new Purpose Bull Markets feel a heightened sense of empowerment to make a difference compared to five years agoThey also feel a an increases feeling of personal responsibility over the past year to address societal issues Q30. How much do you agree or disagree with the following statement? - Compared to five years ago, ‘people like me’ now have more power and influence to make a difference. (Top 2 Box, Agree) Q24. Do you feel that the responsibility of ‘people like you’ to address societal issues has increased, decreased or stayed the same over the past year? (% who say the responsibility of ‘people like you’ increased)Purpose Bull Markets include: China, India, Indonesia, Malaysia, UAE, Brazil. Purpose Bear Markets include: U.S., UK, France, Germany, Italy, Netherlands, Belgium, Japan
  • Q54-59. [TRACKING] How likely would you be to do the following in relation to a company that actively supports a good cause? (Top 2 box, likely) 10-country global total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE); Q61-65. [TRACKING] How likely would you be to do the following in relation to a company that does NOT actively support a good cause? (Top 2 box, likely) 10-country global total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE)Note: Only differences displayed are those which are statistically significant at the 95% confidence level.
  • Petrobras is one of the most important companies in Brazil which stimulates long-term and consistent investments in culture.
  • Inclination towards Purpose has grown considerably across many facets of traditional brand marketing and communication. There has also been dramatic acceptance of companies and brands making doing well while doing good.Q40-46. [TRACKING] Below are some things that people have said about supporting good causes. How much do you agree or disagree with each of the following statements? “IT IS OK FOR BRANDS TO SUPPORT GOOD CAUSES AND MAKE MONEY AT THE SAME TIME” (Top 2 Box, Agree) 10-country global total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE)
  • When quality and price are equal, the most important factor influencing brand choice is Purpose. Across the globe, the prominence of Purpose as a purchase trigger has risen 26% since 2008. Purpose is outpacing design/innovation & brand loyalty…. infusing a brand with an authentic and aligned Purpose provides distinct competitive advantage.Q48. [TRACKING] Now, if you had to choose between two brands that were the same in quality and price, please rank the following remaining factors from 1 to 3 in the order that would affect your decision when selecting a brand where 1 is the most important factor and 3 is the least important. 10-country global total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE) (% WHO RANKED SOCIAL PURPOSE FIRST)Note: In the question, “social purpose” is defined as: Benefits others through charity or selfless acts
  • Not only are consumers making purchase decisions with Purpose top of mind, they are also recommending, promoting, and switching to purposeful brands.Q40-46. [TRACKING] Below are some things that people have said about supporting good causes. How much do you agree or disagree with each of the following statements? (Top 2 Box, Agree) 10-country global total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE)Note - % who agree with the following statements:I am more likely to recommend a brand that supports a good cause than one that doesn’tI would help a brand to promote their products or services if there is a good cause behind themI would switch brands if a different brand of similar quality supported a good cause
  • Natura – associates its brand to music, a way to materialize its purpose of well-being;Sadia – product brand from giant Brasil Foods, associates the brand to the sport and, in consequence, to a healthy lifestyleAmbev – Cyan platform was created to show a commitmment on water scarcity issue;Itaú – associates its brand to many causes/fields. Here is an example in Rock in Rio – they don’t just sponsor – they activate its presence through communication;adidas – from music to sports, they are trying to tell the same story everywhere.
  • Performance Gap: 87% of global consumers believe business should place at least equal weight on society’s interests as on business’ interests BUT… less than a third (28%) believe business is performing well in addressing societal issues. Note: The slide is sorted by country gap (from largest gap to smallest gap).This performance gap is likely to drive disillusionment, disengagement and outright distrust from consumersQ49. [TRACKING] Thinking about society’s interests and business’ interests, how much weight should each interest have in business decisions? (Net: At least equal weight on society’s interests) 16-country global total and across 16 countriesNote: This slide includes the full 16-country global total (87%) as it only references this year’s data. However, a previous slide includes the 10-country global total for tracking purposes (86%). Q34. Thinking about the ways you believe business in general should be addressing societal issues, how would you rate business in general’s performance in addressing societal issues? (Top 2 Box, Excellent/Good) 16-country global total and across 16 countries
  • Q36. What should companies be doing to address societal issues? [SELECT ALL THAT APPLY] 16-country global total
  • Make consumers aware: 80% of global consumers believe it is important for companies to make you aware of their efforts to address societal issues.Q98. How important is it for companies to make you aware of their efforts to address societal issues? (Top 2 Box, Important NET) 16-country global total and across 16 countries
  • Performance Gap: 87% of global consumers believe business should place at least equal weight on society’s interests as on business’ interests BUT… less than a third (28%) believe business is performing well in addressing societal issues. Note: The slide is sorted by country gap (from largest gap to smallest gap).This performance gap is likely to drive disillusionment, disengagement and outright distrust from consumersQ49. [TRACKING] Thinking about society’s interests and business’ interests, how much weight should each interest have in business decisions? (Net: At least equal weight on society’s interests) 16-country global total and across 16 countriesNote: This slide includes the full 16-country global total (87%) as it only references this year’s data. However, a previous slide includes the 10-country global total for tracking purposes (86%). Q34. Thinking about the ways you believe business in general should be addressing societal issues, how would you rate business in general’s performance in addressing societal issues? (Top 2 Box, Excellent/Good) 16-country global total and across 16 countries
  • The Unilever Sustainable Living PlanComprises 50 targets to be achieved by 2020, with the overall aim to:• help more than one billion people improve their health and wellbeing• halve the environmental impact of our products• source 100 per cent of our agricultural raw materials sustainably.
  • Ekos – product line from Natura, which generates benefits to the communities that extract/produce the raw materials for the brand.
  • Portada Conference 2012 - Country Focus: Brazil

    1. 1. GOODPURPOSEEdelman goodpurpose® 2012GLOBAL CONSUMER SURVEY – Portada – Miami, June 7, 2012
    2. 2. + PURPOSE is an organization’s reason for being beyond profits, executed through a variety of strategies from sustainability and CSR to Brand Attitude, cause branding, corporate citizenship and NGO collaboration.
    3. 3. Purpose, now serving 7 Billion. 3
    4. 4. WHY? OUR CONNECTED WORLD Consumer Talent Expectations Environment Social Issues Globalization Radical Trust Transparency
    5. 5. An Evolving “Consumer” hungry concerned vocal empowered 5
    6. 6. Societal Performance Builds Future Trust 6
    7. 7. Business: from license to operate to license to lead Societal Operational CURRENT TRUST BUILDING FUTURE TRUST 47% TRUST BUSINESS 1) Listens to customer needs and feedback 1) Delivers consistent financial returns SOCIETAL 1) High quality products or services ATTRIBUTES MORE 2) Innovator of new products IMPORTANT TO 3) Treats employees well 3) Highly regarded, top leadership BUILDING 4) Places customers ahead of profits FUTURE TRUST 4) Takes actions to address issue or crisis 3) Ranks on a global list 6) Has ethical business practices 5) Partners with third parties 7) Has transparent and open business CURRENT TRUST 8) Communicates frequently and honestly DRIVEN BY 9) Works to protect/ improve environment OPERATIONAL ATTRIBUTES 10) Addresses societys needs 11) Positively impacts the local community 12) Innovator of new products 13) Highly regarded, top leadership 14) Delivers consistent financial returns 15) Ranks on a global list 16) Partners with third parties7 © Edelman, 2012. All rights reserved.
    8. 8. Fifth Global Consumer Study 2012What consumers have to say… CANADA INDIA 500 500 BRAZIL CHINA 500 500 US JAPAN 500 500 UK UAE 500 500 FRANCE GERMANY 500 500 NETHERLANDS ITALY 500 500 BELGIUM INDONESIA 500 500 SINGAPORE MALAYSIA 500 500StrategyOne surveyed 8,000 consumers across 16 countries, aged 18+
    9. 9. The License to Lead The Reengineering of Brand Marketing 5 Years of goodpurposeThe NewPurpose Bull Markets The Me in We 9
    10. 10. The New “Purpose Bull Markets”
    11. 11. Who are the Purpose Bull Markets? INDIA BELGIUM CHINA BRAZIL ITALY FRANCE MALAYSIA NETHERLANDS INDONESIA VS JAPAN GERMANY UAE US UK 11
    12. 12. Re:Purpose 91% of Brazilian consumers believe that business needs to place at least equal weight on society’s interests as on business’ interests. of new Globally: 86%. 12
    13. 13. In Brazil, “all demands” are important Stopping relationship violence and abuse 96% Protecting the environment 96% Improving the quality of healthcare 94% Equal opportunity to education 94% Alleviating hunger and homelessness 93% Reducing poverty 93% Ensuring access to safe drinking water 93% Supporting human and civil rights 91% Aiding in disaster relief 91% Fighting the spread of global disease and… 88% Supporting animal rights 88% Helping to raise peoples self-esteem 87%Encouraging tolerance for people who are different 85% Supporting the creative arts 85%
    14. 14. Empowered to Make a Difference Purpose Bull Markets Purpose Bear Markets COMPARED TO FIVE YEARS AGO, 63% ‘PEOPLE LIKE ME’ NOW HAVE MORE POWER 29% AND INFLUENCE TO MAKE A DIFFERENCE THE RESPONSIBILITY OF 56% ‘PEOPLE LIKE ME’ HAS INCREASED 37% 14
    15. 15. Consumers will praise…and punish Company that does NOT actively _ + Company that actively support a good cause supports a good cause BRAZILIncrease from 2010 44% 76% 86% +7 REFUSE TO BUY PRODUCTS/SERVICES BUY ITS PRODUCTS/SERVICES +7 44% 76% 87% CRITICIZE IT TO OTHERS RECOMMEND ITS PRODUCTS/SERVICES +5 44% 73% 83% SHARE NEGATIVE OPINIONS SHARE POSITIVE OPINIONS AND EXPERIENCES AND EXPERIENCES + 11 48% 57% 75% NOT WANT TO WORK FOR IT WANT TO WORK FOR IT +7 53% 45% 58% NOT INVEST IN IT INVEST IN IT 44% 55% PAY A PREMIUM FOR ITS PRODUCTS/SERVICES GLOBAL 15
    16. 16. 5 Years of PurposeThe Reengineering of Brand Marketing
    17. 17. Profit + Purpose: The New NormalIt is OK for brands to support good causes and make money at the same time 90% 81% 80% 75% 76% 76% 69% 70% 70% 68% 60% 57% 50% 40% 30% 20% 2008 2009 2010 2012 Global Brazil 17
    18. 18. Social Purpose as Purchase TriggerWhen quality and price are the same, Social Purpose most important factor 80% 71% 70% 67% 63% 60% Growth from 2010 56% 53% • Japan (100%) 50% • China (79%) 42% 43% 41% • Netherlands (43%) 40% • Germany (36%) • India (43%) 30% Global 20% 2008 2009 2010 2012 Brazil 18
    19. 19. Global and Brazilian Consumers Prefer Purpose GLOBAL BRAZIL 2008 52% 2008 71%RECOMMEND 2009 64% 2009 81% 2010 63% 2010 80% 2012 72% 2012 85% 2008 53% 2008 70% PROMOTE 2009 59% 2009 82% 2010 62% 2010 80% 2012 71% 2012 83% 2009 2009 83% SWITCH 67% 2010 63% 2010 74% 2012 73% 2012 84% 19
    20. 20. Purpose is Pervasive 20
    21. 21. License to LeadBuilding Future Trust on Societal Actions
    22. 22. Business is Struggling to Meet ExpectationsPerformance Gap in Addressing Societal Issues Business should place at least equal weight on societys interests and business interests Business is performing well in addressing societal issues 94% 90% 89% 91% 90%87% 87% 87% 87% 86% 87% 85% 84% 84% 84% 83% 79% 58% 49% 42% 42% 28% 30% 25% 26% 27% 21% 23% 23% 22% 20% 18% 13% 15%
    23. 23. What Should Companies be Doing?In Brazil, it’s important to engage inside out DONATING A PORTION OF PROFITS 47% DONATING PRODUCTS OR SERVICES 51% CREATING NEW PRODUCTS OR SERVICES THAT HELP ADDRESS A … 60% PROVIDING EDUCATIONAL INFORMATION 66% WORKING WITH THE GOVERNMENT 30% OFFERING PROGRAMS FOR EMPLOYEES TO PARTICIPATE IN … 61% PARTNERING WITH NON-GOVERNMENTAL ORGANIZATIONS 58% ENABLING EMPLOYEES TO HAVE THE TIME TO VOLUNTEER 46% ORGANIZING EVENTS THAT CONSUMERS CAN PARTICIPATE IN 56% COLLABORATING WITH OTHER COMPANIES THAT PRODUCE… 49% HAVING A PAGE ON A SOCIAL NETWORKING SITE, SUCH AS … 45% OFFERING PROGRAMS FOR EMPLOYEES TO RAISE MONEY 18% CREATING SOFTWARE APPLICATIONS OR MOBILE APPS THAT … 24% CREATING SOFTWARE APPLICATIONS OR MOBILE APPS THAT … 26% 23
    24. 24. The More You KnowIt is critical for companies to make consumers aware of their efforts 92% 90% 88% 87% 87% 86% 84% 84% 80% 80% 76% 73% 73% 73% 72% 70% 68% 24
    25. 25. Who is meeting the expectations?1 2 3 4 5
    26. 26. 5 Years of Learning 1 Purpose key driver in reengineering brand marketing 2 Purpose definitive purchase trigger 3 Largest growth markets bullish on Purpose 4 Operational excellence + societal performance rewarded 5 Corporations earn License to Lead via Purpose 26
    27. 27. Paul Polman on Trust“I think this is a great time for brands whichcan provide a beacon of trust for consumers.These days, CEOs don’t just get judged by howwell their share prices are doing, but by whatimpact they are having on society. “ 27
    28. 28. The Power of PurposeFrom product innovation and R&D, tosupply chain optimization and 360marketing, the power of Purpose drivesconsumer preference.
    29. 29. What’s Your Purpose?Carol.Cone@Edelman.comTwitter@carolcone 29

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