Goodpurpose Short 2008 Final VersionPresentation Transcript
Mutually Beneficial Marketing why businesses and brands need a good purpose Global Winter 08 2nd Annual goodpurpose study inside
Global Call for Public Engagement “ So let us summon a new spirit of patriotism; of service and responsibility where each of us resolves to pitch in and work harder and look after not only ourselves, but each other .” “ But we also know that government initiatives are not enough. Each of us in our own lives needs to do what we can to help the poor. And until we do, our conscience cannot rest ….” Barack Obama “ Yes We Can”
And its more important than ever to put meaning into marketing
Only 25 % of people find contentment from the shopping experience*
- Recessionary times call for more substance
Over 83 % of consumers are willing to change consumption habits to make tomorrow’s world a better place*
Today 70 % of the brand consideration/adoption process is based on emotional subconscious factors**
63% of consumers think brands spend too much on marketing/advertising and should put more into a good cause*
*Source: Edelman GP global study 2008 **Source: Brand Keys
Purposeful business pays General Mills’ Box Top for Education “… expects the program to raise more money this year than last , when it raked in $39 million. The initiative raised $250 million for public schools since it started…” “ When the economy is down , cause marketing let’s consumers give back by doing something they were always doing, buying cereal” “ When consumers engage in cause marketing, Mr. Peters said, it can ease the burden of charitable giving. “They [think] ‘I can write a check, but I don’t have to, because their cereal purchase diverts funds to public schools so they don’t have to open their wallet twice.” They can make their dollars go further, and that’s important for the consumer to be engaged.” Brian Peters General Mills Box Tops For Education
Recession: The 800lb Gorilla in the room
On global level ….
Globally (80%) of consumers feel that during a recession, it is still important for brands and companies to set aside money for social purpose
Women are more likely than men to agree that “during a recession it is still important for brands and companies to set aside money for a good cause or purpose ” (82% v 78%) and that “if a company has to cut its costs during a recession it should not stop giving to good causes” (75% v 70%).
(68%) of consumers say that in a recession, they would remain loyal to a brand if they support a good cause
(55%) of consumers say that in a recession, they will buy from brands that support a good cause even if it is not the cheapest brand
Nearly one in two consumers say that the economic downturn has made no difference in their support of a good cause
Source: New findings from the Edelman goodpurpose 2 nd annual study
Mutual Social Responsibility: brands, companies and consumers actively working together to effect enduring positive social change
Cause-Related Marketing : partnerships between for-profits and non-profits that create promotional and fundraising opportunities
A new social purpose business paradigm? Consumer Empowerment Brand Democracy Brand Personalization Company’s New Social Role and Relevance Corporation in Trust Flux Corporate Social Responsibility: definitions vary, but CSR can be described as a commitment by business to mitigate risk, bolster reputation and create opportunities by being a good (corporate) citizen. This may involve any number of activities that move beyond compliance and health and safety policies, from corporate philanthropy to societal well-being Cause – Related Marketing Corporate Social Responsibility Mutual Social Responsibility Build bridge between CSR and Brand Marketing
Point-of-View Return on Involvement Foster Emotional Bond Engage Public Ownable Idea Mutual Social Responsibility Purpose Driven Build Mutual Trust & Mutual Benefit Build brand loyalty / Sustain Relationship Profit Meets Purpose
Why goodpurpose now?
media, websites committed to purpose
Good Magazine “ is for people who give a damn. it’s an entertaining magazine about things that matter”
sublime is the first international ethical lifestyle magazine, partnering aesthetics & ethics
CNN impact your world
lifegate.it , peopleplanetprofit.nl, ivyworld.de
Causecast , facebook , socialvibe
A new contemporary , more engaging way to look at social purpose marketing
Evidence of social purpose abounds
Evidence of Social purpose abounds
Meet the Purpose Purveyors Philanthropists Campaigners Consumers “ People like me” Matt Damon George Clooney Millenials Insert AHA Bill & Melinda Gates Bono Oprah Winfrey Tony Blair Al Gore Bill Clinton Brad Pitt & Angelina Jolie Richard Branson Kofi Annan Muhammad Yunus Women Moms Children Boomers
helping brands and companies put purpose closer to their core proposition
People and brands working together to take action and effect positive social change for mutual benefit A mutual social responsibility initiative
social areas cross cultural understanding/diversity education, arts & culture environment human rights/civil rights personal & public health poverty & hunger self esteem/self worth animal rights & protection
ROI. Financial: reason to buy Brand differentiation + stakeholder engagement Halo effect Brand catalyst for consumers Why not “R eturn O n I nvolvement?” ROI metric: conversation, interaction, co-creation, involvement, membership, brand loyalty, purchase and re-purchase
Global consumer insights & evidence
Strategy & Ideation Development rigorous process 3-dimensional amplification Connecting NGOs /business stakeholders to pop-culture & social purpose strategies/ platforms
Who’s doing what
10 country Study Powerful Idea with purpose Engage Public Build mutual trust & benefit Return on Involvement the offer
2 nd Annual Global Consumer Study October 2008 StrategyOne surveyed 6,000+ consumers across ten countries, aged 18-64 Canada 500 USA 1,000 UK 500 Brazil 500 Italy 500 Germany 500 India 500 China 1,000 Japan 500 France 500
Consumers are more involved than ever in social purpose
Consumers want to make a difference
& prefer brands that do!
Globally, nearly 9 in 10 consumers (87%) feel it is their duty to contribute to a better society and the environment
82% of consumers globally say they can personally make a difference by supporting good causes
83% of consumers are willing to change consumption habits to make tomorrow's world a better place
76% of consumers globally like to buy from brands that make a donation to worthy causes!
Ho w much do you personally care about?… Base: 6,048
Consumers want not only individuals to drive support of good causes but also want government to get involved/take the lead
Government was chosen by consumers than any other organization to support top social causes:
Equal opportunities to education (55%)
Reducing Poverty (40%)
New 2008 Insights: People want government involved in social causes
Does social purpose beat brand design and innovation?
Make money and do good too! 58% of consumers globally are fine with brands that support good causes and make money
55% globally say they would be prepared to pay more for a brand in a recession that supports a good cause they believe in
When choosing between two brands of similar quality & price, a social purpose is what would most affect consumer decisions, globally ( 42% ), ahead of design & innovation ( 30% ) and brand loyalty ( 27% ).
Globally, consumers will pay more for & evangelize good cause brands
Globally, 52% are more likely to recommend a brand that supports a good cause than one that does not
Nearly seven in 10 globally ( 69% ) would be prepared to pay more for eco-friendly products
Over half of consumers globally would help a brand promote its products if there was a good cause behind it
2008 New Insights goodpurpose starts at home
(58%) have switched equipment or lights more often this year than last year
(56%) have used lower wattage light bulbs and 54% have used fewer plastic bags
It is becoming more unacceptable in local communities not to make an effort or show concern for the environment. Globally 65% agreed with this statement
New Global Insights for 2008 Children driving cause involvement
(61%) of people say they have taken an action because they have been influenced by their children/other peoples children
(24%) of adults used lower wattage light bulbs based on children getting them to do so.
Other activities that were child driven
Using fewer plastic bags (24%)
Switching off household equipments and lights (23%)
Participating in a fundraising event (20%)
Brands weighing in many different ways…
Brands & Purpose Gucci’s UNICEF Campaign fronted by Rihanna Benetton’s Africa Works Microfinance campaign fronted by Youssou N’Dour Ben & Jerry’s/WWF Climate Change College Shell Fuel Economy EU Initiative: “ You control climate change” Dirt is good More Children, Better Care Every Child has the right to play Take the pledge
Brita – Filter for Good USA, Canada
Brita’s FilterForGood program has motivated thousands of Americans to reduce their bottled water waste simply by switching to a reusable bottle with filtered water.
The results for Brita have been exponential: sales increased & reinvigoration of the brand, consumer praise and a desire to infuse sustainability practices throughout Clorox brands.
Omo: Dirt is Good - Every Child Has the Right to Play Sweden “ my child spends less than one hour a day outside...help!” 96% positive media impact Increase in sales/market share
Power of One: Energy Efficiency for Ireland
A simple clear expression of one central idea:
That the individual actions of every single person in Ireland will together create a powerful, positive change in the nation’s energy use habits. Only by empowering the individual can we hope to influence society in general.
The power of one individual Capture the collective power of individual actions Media coverage resulted in 13 million+ impressions: increase in awareness: increased internet hits and consumer adoption Irish Times committed to running monthly column following campaign Power of One Street (Energy efficient model community) Power of One message Power of One Office School curriculum Power of One Bite – Restaurant/tourism
Rama: More children better care
Rama (margarine brand)
supports families and government
Improvement of flexible childcare in Germany
Rama stands up for more flexible child care in Germany – and supports government, nation, communities and families with 100 best practice child care projects
Rama: More children better care
Whitepaper made its way into political party newsletters and discussion by other key opinion makers
Sabre Award 2007 (Cause-Related Marketing)
German PR Award 2007 (Corporate Social Responsibility)
Sales increase at retail level
100 million impressions in print, TV , online and radio.
are emerging brands themselves
have key role to play with established brands
NGOs engage multiple stakeholders
Which way to go?
Social purpose; which one?
Link to your brand attributes/benefits
Tools of involvement
Process Driven Discovery Strategy + Ownable Idea ROI Involvement + Sustainability For Mutual Benefit Listen + Learn Differentiate + Action
Survey results inform us that social purpose as a marketing imperative has global consumer appeal and can help brands build deeper relationships
83% of consumers willing to change consumption habits to make tomorrow’s world a better place
Mutual social responsibility is next key step in connecting consumers with brands via social purpose
For businesses, performing well and doing good are linked
Mutual beneficial marketing conclusions/opportunities for brands
Mutual beneficial marketing conclusions/opportunities for brands
Return on involvement is a new metric
Brands need to create powerful ownable ideas out of a social purpose platform to differentiate and rise above the clutter (e.g. Dove real beauty + self esteem)
Word of mouth, social marketing and new, non-traditional channels are key to bringing a social purpose concept to life in a world of attention deficit disorder and 24/7 communications
68% of consumers globally say that in a recession, they would remain loyal to a brand if it supports a good cause.