The document discusses how consumers are increasingly demanding that the products they purchase stand for social causes. It notes that people feel a need to contribute to something greater in their communities and find meaning through their purchasing decisions. The document proposes that brands partner with social programs to promote those causes through products, giving consumers a way to express support through their everyday purchases.

1. Because Everyone Has Something To
Say. Question Is,Are you listening?
Date 27.06.12
donderdag 28 juni 2012

2. donderdag 28 juni 2012

3. In this day and age there is a growing demand by
consumers for products that stand for something. With
the economy in crisis, Global warming on the rise, and
natural disasters happening all around us, the humane
need to be connected to something greater is evident.
People more and more are feeling the need to give back
to their communities. To take part in something that is
greater than themselves, a soulful connection,
something that brings meaning into their lives. With the
non-stop hustle and bustle lifestyle, that seems to be the
norm for many, purchasing power becomes key in
expression.
donderdag 28 juni 2012

4. Solution
Give consumers the opportunity to be apart of something
greater, by giving their purchasing power at even the lowest
level meaning. Allowing their favorite and most trusted
brands the opportunity to market their Social Responsibility
directly through their products.
donderdag 28 juni 2012

5. Rich Karlgaard
Publisher of Forbes Magazine
(Says this is the next cycle of business-)
“Meaning. Purpose. Deep Life Experience. Use whatever word or
phrase you like, but know that consumer desire for these
qualities is on the rise. Remember your Abraham Maslow, and
your Viktor Frankl. Bet your business on it”
donderdag 28 juni 2012

6. Purpose of
Brand
Partnerships
✤ Increase Brand Value
Proposition of large
organizations
✤ Mass spread of PRO-social
message
✤ Increase funding to improve
sustainability of such programs
donderdag 28 juni 2012

7. Brand Partnerships can be exercised by
displaying the artwork created by the clients
in the branding of everyday-use household
branded items.
Date
donderdag 28 juni 2012

8. One of the best ways to
win hearts and minds
is to do good.
✤ According to Cone’s Cause
Evaluation Study, 88% of
Americans say it is acceptable
for companies to involve a
cause or issue in their
marketing.
✤ This record number represents a 33% increase since Cone began measuring in 1993.
donderdag 28 juni 2012

9. A full 85% of
consumers have a
more positive image
of a product or
company when it
supports a cause they
care about.
donderdag 28 juni 2012

10. 90% of consumers want companies
to tell them the ways they are
supporting causes.
donderdag 28 juni 2012

11. According to the Watson Wyatt
WorkUSA 2002 study, companies
with high-trust levels out
preform companies with low-
trust levels by 186 percent.
The total return to
shareholders is almost
three times higher at
high-trust companies.
donderdag 28 juni 2012

12. 70% of Respondents to British think tank
Roffey Park’s annual management survey said they
wanted their working lives to be more meaningful.
D. Pink A Whole New Mind P224
donderdag 28 juni 2012

13. ✤ 75% of consumers reported that it was
“important for companies to be ‘socially
responsible.’”
✤ Penn Schoen Berland, Landor and Burson-Marsteller today released their 2010 Corporate Social Responsibility Perception study
donderdag 28 juni 2012

14. A Whopping 72% say they will make some
sacrifices in their spending or in their salary to
support social responsibility.
donderdag 28 juni 2012

15. Loyalty
“Your customers and
employees are going to have an
emotional experience because
of their contact with your
organization, whether you like
it or not. Your responsibility-
and challenge- is to provide
them with the kind of
emotional connection that will
inspire Loyalty.”
-Scott McKain
author. All business is show Business
donderdag 28 juni 2012

16. More Statistics
on Why
is needed
globally...
donderdag 28 juni 2012

17. 60 million People world-wide
that are living with disabilities
• For every Six hundred million
people, 10 percent live with a
physical, sensory, intellectual,
According to: PEOPLE WITH DISABILITIES by Nora Ellen or mental health impairment
Croce Barry S. Levy & Victor Side1 (editors) Oxford University significant enough to make a
Press 2006 difference in their daily lives
donderdag 28 juni 2012

18. As adults, people with
disabilities are often denied
the right to work out- side
the home. They are also
often forbidden to marry or
have children or to
participate in those religious,
social, and recreational
activities that mark their
status as adult members of
society.
donderdag 28 juni 2012

19. Most countries do not even
contain such programs for
those with physically and
mentally handicapped adult.
leaving a large part of the
population out of work, or if
the chance of employment
occurs, it usually is
redundant, menial work.
donderdag 28 juni 2012

20. Statistics
According to: PEOPLE WITH
DISABILITIES by Nora Ellen Croce Barry
S. Levy & Victor Side1 (editors) Oxford Employment Unemployment
University Press 2006
✤ Unemployment rates for people
with disabilities are often 80%
or higher. The most common
form of employment for 20%
disabled individuals outside of
their households remains
begging.
80%
donderdag 28 juni 2012

21. While forward thinking countries such as The Netherlands host
programs, in which those with mental and physical challenges can
come and create artistically, useful household and office items,
giving those with such disabilities an outlet for expression, as well
as a sense of pride and accomplishment. Programs such as this are
in jeopardy of losing all funding completely.
donderdag 28 juni 2012

22. “Be daring, be different, be impractical, be anything that
will assert integrity of purpose and imaginative vision against
the play-it-safers, the creatures of the commonplace, the slaves
of the ordinary.”
-Sir Cecil Beaton
donderdag 28 juni 2012