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Findings from the 2009 goodpurpose study

Findings from the 2009 goodpurpose study

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  • http://www.flickr.com/photos/75725735@N00/3171143592/
  • http://www.flickr.com/photos/68134711@N00/3152875867/
  • Mutual Social Responsibility: brands, companies and consumers actively working together to effect enduring positive social changeCause-Related Marketing: partnerships between for-profits and non-profits that create promotional and fundraising opportunitiesCorporate 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
  • Die Strickmützen v Innocent haben es auch ohne Präsenz in Deutschland in opinionleader Kreise und Medien geschafft…Bei Ben& Jerry finden wir besonders toll, dass ein sehr ernstes Thema sehr humorvoll umgesetzt wurde: Link von Marke/Produkt und gutem Zweck (gegen Abschmelzen der Polkappen): Whenit´smelted – it´sruined (wenn es=Eis und= Polkappen) oder auch oben „MethaneMadness“ als wordingInfos Innocent:Man strickt kleine Flaschenmützen und schickt sie an den Hersteller. Der bemützt seine Flaschen damit und für jede verkaufte Flasche gehen 50 Pence an ein Hilfsprojekt für alte Menschen.Die Grundanleitung für die Mützen findet man hier. Der Phantasie sind dabei keine Grenzen gesetzt, wie man hier sieht, es gibt sogar eine Flickr-Group dazu. Auch das Video ist ganz süß.Schade, daß es das Getränk hier nicht gibt, ich würde zwar keine Flaschenmützen stricken, aber so eine Mützenflasche würde ich bestimmt kaufen. Infos Ben & Jerry:Seit 2005 gibt es Climate Change CollegeActivation: Konsumenten fahren in die Antarkis, um Abschmelzen der Polkappen zu dokumentierenMore toberesearched
  • 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 soMedia coverage resulted in 13 million+ impressions: increase in awareness: increased internet hits and consumer adoptionIrish Times committed to running monthly column following campaignPower of One Street (Energy efficient model community)Power of One messagePower of One Office School curriculum Power of One Bite – Restaurant/tourism

goodpurpose goodpurpose Presentation Transcript

  • Mutually Beneficial Marketing Takes Flight
    How companies, brands and consumers are elevating social purpose to build trust, good business and shared interests
    New findings from the Year-3 (2009) goodpurpose study inside
  • MOMENTUM GROWING FROM ALL CORNERS
  • We can no longer afford indifference to the suffering outside our borders, nor can we consume the world's resources without regard to effect. For the world has changed, and we must change with it…
    U.S. President Barack Obama
    Global Call for Public Service and social purpose


    http://www.flickr.com/photos/changedotgov/3062277288/in/photostream/
    Office of Public Engagement CREATED
    Our commitment to openness means more than simply informing the American people about how decisions are made. It means recognizing that government does not have all the answers, and that public officials need to draw on what citizens know.
    President Obama, 1/21/09
  • Chinese President Hu Jintao
    “By reducing energy intensity alone, China can save 620 million tons of standard coal in the five-year period (2005-2010), equivalent to cutting 1.5 billion tonnes of carbon dioxide emissions.”… “ We will vigorously develop renewable energy…”
    Chinese President Hu Jintao
  • Franck Riboud, CEO, Danone
    “It is in the interest of the enterprise to take care of the economic and social environment. To create value for shareholders but also to create value and wealth for customers, employees and regions where the companies operate because our company is an economic and social project.”
    Franck Riboud, CEO, Danone
  • Why doing good is good business
    57% of ceo/coo’s said the benefits of pursuing social/environmental sustainability strategies outweigh the costs*
    Top two expectations for these strategies:
    Attract new customer base/retain existing
    Attract and retain best quality employees*
    Companies that paid more attention to these issues over the past three years compared to those that paid least attention:
    Share price increase of 45% versus 12%*
    Annual profit increase of 16% versus 7 %*
    *The 2008 Economist Study
  • TOMS Shoes: a history
  • MEET TAVI
    “Clothing with a cause” she announces.
    Tavi, the 13 year old fashion blogger from Chicago opens up her eBay store and instantly starts raising money for Darfur.
    http://tavi-thenewgirlintown.blogspot.com
  • $400 dollar donations from 563,271 individuals in 183 countries lend over $93 million dollars to entrepreneurs in need.
    http://www.kiva.com
    KIVA
  • social purpose/social networking drives conversation and action
  • Question: Would trust a company more or less for taking each of the following actions?
    Trust employees well
    Keep producing quality products and services
    Transparent and honest business practices
    Communicate frequently and honestly
    Create and keep jobs
    Drive better innovation
    Make progress on environmental initiatives
    Partner with third parties to solve major global problems
    Increase profitability and performance
    Commit resources to the public good
    Reduce the gap between CEO and average workers pay
    Pay senior executives mostly in stock
    Communicate messages through multiple media channels
    Eliminate financial incentives for taking risks
    Discount pricing
    CEO appearances
    Increase shareholder value
    Protect profit margins
    94%
    93%
    93%
    91%
    90%
    89%
    82%
    82%
    82%
    81%
    78%
    75%
    70%
    70%
    69%
    69%
    66%
    43%
    0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
    Informed publics ages 25-64 in six countries
    Responses 6-9 only on 1-9 scale; 9 = highest
    Good Citizenship creates trust
  • Social purpose is the new social status
    Brands are expected to play greater role in social issues and companies expected to devote equal attention to society and business needs
    Mutual Social Responsibility and Return on Involvement are shifting the CSR/Cause conversation
    Consumer values shift: economic and values reset (less may really be more)
    SIGNIFICANT CHANGES AFOOT:
  • Survey says…
    What do consumers say, do and demand of brands
  • 3rd Annual Global Consumer Study October 2009
    UK
    500
    CHINA
    1000
    JAPAN
    500
    FRANCE
    500
    GERMANY
    500
    CANADA
    500
    ITALY
    500
    U.S.
    1000
    INDIA
    500
    BRAZIL
    500
    StrategyOne surveyed 6,000+ consumers across ten countries, aged 18-64
  • Only 16% of people find contentment from the shopping experience (last year it was 25%)
    71% think brands/companies spend too much on advertising and marketing and should put more into good causes – last year 62% did
    Why its more important than ever to put meaning into marketing
  • 64% of consumers would recommend a brand that supports a good cause – up from 52% last year (up 26% in Germany, 10% in the UK)
    59% of consumers would help a brand promote its products if there was a good cause behind it (up from 53% last year)
    Why its more important than ever to put meaning into marketing
  • Protecting the environment
    Improving the quality of healthcare
    Reducing poverty
    Alleviating hunger and homelessness
    Equal opportunity to education
    Promoting societal health and wellness
    Disaster relief
    Supporting human and civil rights
    Building understanding and respect for other cultures
    Supporting labor rights
    Fighting the spread of global disease and pandemics
    Helping to raise people's self-esteem
    Supporting animal rights
    Supporting the creative arts (music, art, literature etc)
    91%
    What causes do consumers personally care about?
    89%
    87%
    86%
    86%
    85%
    85%
    83%
    81%
    81%
    80%
    78%
    76%
    68%
    0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
  • Make money and do good is a win-win
    68%of consumers globally are fine with brands that support good causes and make money too(up 20% from Year-1 in Germany)
    100%
    80%
    60%
    40%
    20%
    0
    80%
    68%
    67%
    66%
    64%
    60%
    Global U.S. U.K. Italy Germany France
  • When choosing between two brands of similar quality & price, a social purpose ranks highest at 43% and is placed higher in order of importance above design & innovation (34%) and brand loyalty (24%)
    A new value proposition: Consistent for 2-Years Running
  • Brand new findings/new questions
  • If cost were not a factor, which of the following would you prefer to have?
    Social purpose is new social status
    A Luxury Car
    A Large Home
    A Hybrid Car
    An Environmentally Friendly Home
  • If cost were not a factor, which of the following items would you prefer to have? Designer brand (31%) vs. a brand that supports the livelihood of local producers (69%):
    56%of respondents desire a job that allows them to give back to society vs. 44% who value personal achievement success more
    Social purpose is the new social status
  • 68%of people feel it is becoming more unacceptable in their local community not to:
    Make efforts to show concern for their environment
    Make efforts to live ahealthy lifestyle
    Social purpose is THE new social status
  • Consumers are setting higher expectationson government, companies, and brands
  • 80%
    60%
    40%
    20%
    0
    52%
    Government Corporations Charities People like me NGO’s
    Which entity should be doing the most to support good causes?
    12%
    9%
    8%
    7%
  • A shift from a shareholder to stakeholder society is apparent
    Over half of consumers (56%) believe the interests of society and the interests of businesses should have equal weight in business decisions
    66% of people globally (67% in the U.S., Canada, France and 69% India) believe it is no longer enough for corporations to simply give money away to a good cause; they need to integrate good causes into their day-to-day business
    Companies expected to do more….
  • 59% of people globally (61% in the U.S., 51% in Germany, 58% in Italy, 64% in India, 65% in China, 52% in Japan) have a better opinion of corporations that integrate good causes into their business, regardless of the reasons why they do so
    Nearly two thirds of people (65%) have more trust in a brand that is ethically and socially responsible
    During this recession, 57% of consumers believe a company or brand has earned their business because they have been doing their part to support good causes
    And the rewards?
  • 63% of consumers want brands to make it easier for them to make a positive difference in the world
    Two out of three people (67%) would switch brands if a different brand of similar quality supported a good cause
    Switch strategy?
  • Global recession
    Overcoming obstacles…
  • Brands are providing people with an opportunity to continue giving
    GAINING MORE THAN JUSTPROFITS…
    During the recession, 65% of people have remained loyal to a brand or company because it supports a good cause
    In the past year, six out of ten consumers (61%) have bought a brand that supports a good cause even if it was not the cheapestbrand.
  • PUSH THE RESET BUTTON…
  • In the era of top-down-communications
    Widget co.
    CSR was all about
    Effective messages to external stakeholders like NGOs
    Defending the corporation, earning trust
    Corporate behavior
    Brand Marketing was all about
    Building brand/product awareness and preference with consumers – based on relevant brand positioning
    Communicating brand DNA
    Brand is the hero but brand is static
    =
    Audience
  • In the era of the cross-influencing environment:enter the socialized brand
    CSR + Brand Marketing move together
    Brand becomes a catalyst and needs to be socialized
    It is all about mutual benefit and mutual purpose
  • Time for a new social purpose Business paradigm
    Mutual Social Responsibility (for brands and companies)
    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
    ConsumerEmpowerment
    Brand DemocracyBrand Personalization
    Company’s New Social Roleand Relevance
    Corporate Social Responsibility + Philanthropy
    Cause – Related Marketing
    Corporation in Trust Flux
    Build bridge between
    CSR and Brand Marketing
    Corporate Social Responsibility:a commitment by business to mitigate risk, bolster reputation and create opportunities by being a good (corporate) citizen. Includes compliance, environment, health and safety policies, as well as corporate philanthropy to societal well-being
  • 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
  • Brands are stepping in and stepping it up
  • Brands and companies weighing in many different ways…
  • Changing Consumer’s Behavior:
    Inspire one million drivers to save fuel
    Show drivers how 10 tips can help them save more than 10% in fuel consumption
    Drivers go to their country-specific Shell web site and complete a training module
    100,000 fuel voucher incentives for drivers who successfully complete the training
    Within the first week – 100,000 drivers werefuel-savers!
    Shell – FuelSave Driver Challenge
  • Brita’s FilterForGood program has motivated thousands of consumers 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.
    Brita – Filter for Good
  • Starbucks
    You.
    Are a pioneer in using recycled cups.
    Everything we do, you do. Your business lets Starbucks do business in a way that's better for the planet. Like leading the way in cup technology with the first U.S. hot cups made with 100% post-consumer recycled fiber, and cup sleeves that use 60%. Starbucks is working on a cup that's 100% recyclable too. It's what we do, because of what you do. Good for you, you.
  • Ben & Jerry’s: “We have ceremoniously dubbed our iconic flavor, Chubby Hubby to Hubby Hubby in support, and to raise awareness of the importance of marriage equality.”
    Innocent Smoothies – The Big Knit Ben & Jerry‘s – Hubby Hubby
    Innocent Smoothies: “Health, housing and heating all affect older people’s ability to keep warm and stay well in winter. So the money raised from the Big Knit 2008 went towards helping keep older people warm in winter. Everything from warm blankets, safety checking electric blankets, and advice on how to handle rising energy costs.
  • Power of One: Energy Efficiency for Ireland
  • Five KEY conclusions
    1
    Consumers want brands to pay equal attention to both social and business concerns
    Social purpose can be a key driver in energizing consumers to recommend and promote a brand
    Social purpose platform must be authentic and reflect core brand purpose and premise (rational and/or emotional)
    MSR is the new CSR for brands: Partnership and Participation
    Return on Involvement must be credible and measurable
    WE CANNOT AFFORD TO WAIT
    2
    3
    4
    5
  • The path to purpose
    All directions point to…
  • How can we build a bridge between CSR and brand marketing for maximum benefit using traditional and non –traditional channels to reach/involve real consumers and stakeholders?
    Which partnerships?
    What is the ownable idea?
    Which social purpose space?
    So, which way to go?
  • Are emerging brands themselves
    Have key role to play with established brands/companies
    NGOs as engaging partners
  • A single 140 character message on a January night sparks, 1,000 Twitterers to volunteer to organize local events and raise money for Charity Water. One month later, people from 202 cities around the world gather on a single night, online and off. $250K dollars, 55 wells and 17,000 lives improved - all stemming from a single tweet and $10 donations.
    Live It: see the results