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  • The How: 1. Enhanced social responsibility through entire supply chain. Consumers leverage their buying power to reward or coerce brands to behave with authenticity, transparency and accountability. Brands are rewarded through the loyalty, goodwill and profits generated by their community. 2. Retail/Credit cards: PRODUCT RED, 1% for the Planet, Check-outs Social Vest & for Credit cards SwipeGood Online Platforms: Causecast, SocialVibe Mobile shopping: ‘Bump’ to purchase, pay, contribute Virtual goods: $2 billion 2011 to $6 billion by 2014. Zynga for Famville, the Children’s Hospital in San Francisco and now Japan. Social gaming: Game theory dynamics (not only making contributing fun but also training us for a better world Jane McConigal explains) So if you add together the literal billions of daily purchases that take place and add in credit card transactions and then layer on virtual goods including the secondary virtual assets market all drive by game theory that makes playing and giving fun, and then you get super realistic and say only 1 percent of the private sector will actually participate you will surpass the current estimated $14 billion in corporate foundation contributions. 3. Then to manage and regulate this you create a Global Brand Initiative that is a rotating federation of brands that bring the management expertise, R&D, creativity and contributions of the private sector to address the most pressing needs. In fact when you look at the Nike Green XChnage, the coalition of food companies that joined the First lady’s left’s move initiative, or consider the TED talks at the State Dept, you can see that brands are already working together and working cross sector. So simply put, imagine social technology connecting branding into a partnership that enables the private sector to become a third pillar of social change that works in harmony with government and philantropies through a Global Brand Initiative.
  • Take Me First business. Business: The Me First business culture is epitomized by the behavior of Wall Street - before, during and after - the Global Economic Meltdown. Now not every company has behaved as badly as Bernie Madoff, but the record profits and bonuses generated by Wall street firms especially in the last two year has led to and enormous erosion in trust in business. So much so, that when Richard Edelman of Edelman PR presented his 2011 trust barometer at the Winter Meeting of the CGI last week, the top concern for 84% of the people interviewed all around the globe was “Honest and transparent business practices (84%) Consumers: In 2011 the average U.S. household has 13 debt obligations and just one is credit card debt is over $16,000. Culture: In 2010, 44 million Americans live below the official poverty line (1 in 7) with a record 41.8 million living on food stamps. 1.4 billion people on the planet live on less than $1.25/day and 2.56 billion live on less than $2.00/day . Planet: 14% of the Earth was covered with rainforest. Now it’s 6%. We’re losing 13 million hectares annually. U.N.’s Green Economy Initiative reported in 2010 that the world’s oceans could be completely depleted of fish within 40 years.
  • Take Me First business. Business: The Me First business culture is epitomized by the behavior of Wall Street - before, during and after - the Global Economic Meltdown. Now not every company has behaved as badly as Bernie Madoff, but the record profits and bonuses generated by Wall street firms especially in the last two year has led to and enormous erosion in trust in business. So much so, that when Richard Edelman of Edelman PR presented his 2011 trust barometer at the Winter Meeting of the CGI last week, the top concern for 84% of the people interviewed all around the globe was “Honest and transparent business practices (84%) Consumers: In 2011 the average U.S. household has 13 debt obligations and just one is credit card debt is over $16,000. Culture: In 2010, 44 million Americans live below the official poverty line (1 in 7) with a record 41.8 million living on food stamps. 1.4 billion people on the planet live on less than $1.25/day and 2.56 billion live on less than $2.00/day . Planet: 14% of the Earth was covered with rainforest. Now it’s 6%. We’re losing 13 million hectares annually. U.N.’s Green Economy Initiative reported in 2010 that the world’s oceans could be completely depleted of fish within 40 years.
  • Take Me First business. Business: The Me First business culture is epitomized by the behavior of Wall Street - before, during and after - the Global Economic Meltdown. Now not every company has behaved as badly as Bernie Madoff, but the record profits and bonuses generated by Wall street firms especially in the last two year has led to and enormous erosion in trust in business. So much so, that when Richard Edelman of Edelman PR presented his 2011 trust barometer at the Winter Meeting of the CGI last week, the top concern for 84% of the people interviewed all around the globe was “Honest and transparent business practices (84%) Consumers: In 2011 the average U.S. household has 13 debt obligations and just one is credit card debt is over $16,000. Culture: In 2010, 44 million Americans live below the official poverty line (1 in 7) with a record 41.8 million living on food stamps. 1.4 billion people on the planet live on less than $1.25/day and 2.56 billion live on less than $2.00/day . Planet: 14% of the Earth was covered with rainforest. Now it’s 6%. We’re losing 13 million hectares annually. U.N.’s Green Economy Initiative reported in 2010 that the world’s oceans could be completely depleted of fish within 40 years.
  • Take Me First business. Business: The Me First business culture is epitomized by the behavior of Wall Street - before, during and after - the Global Economic Meltdown. Now not every company has behaved as badly as Bernie Madoff, but the record profits and bonuses generated by Wall street firms especially in the last two year has led to and enormous erosion in trust in business. So much so, that when Richard Edelman of Edelman PR presented his 2011 trust barometer at the Winter Meeting of the CGI last week, the top concern for 84% of the people interviewed all around the globe was “Honest and transparent business practices (84%) Consumers: In 2011 the average U.S. household has 13 debt obligations and just one is credit card debt is over $16,000. Culture: In 2010, 44 million Americans live below the official poverty line (1 in 7) with a record 41.8 million living on food stamps. 1.4 billion people on the planet live on less than $1.25/day and 2.56 billion live on less than $2.00/day . Planet: 14% of the Earth was covered with rainforest. Now it’s 6%. We’re losing 13 million hectares annually. U.N.’s Green Economy Initiative reported in 2010 that the world’s oceans could be completely depleted of fish within 40 years.

Transcript

  • 1. Royal Society for the Encouragement of Arts, Manufactures and Commerce July 14 th , 2011 London Simon Mainwaring
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  • 11. The world's current economic model is a "global suicide pact.” Ban Ki-Moon, U.N. Secretary General, 2011 W.E.F.
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  • 20. wefirstbook.com @simonmainwaring
  • 21. Consumers want a better world, not just better widgets.
  • 22. 86% of global consumers believe that business needs to place at least equal weight on society’s interests as on business’ interests. Edelman 2010 goodpurpose® Study
  • 23. wefirstbook.com @simonmainwaring #wefirst Three Pillars of We First Capitalism Private Sector Pillar of Social Change: Brand / Consumer partnerships Contributory Consumption: Retail, Credit Cards, Online, Virtual, Gaming Cross-Sector Collaboration: Global Brand Initiative
  • 24. wefirstbook.com @simonmainwaring #wefirst Brands Consumers
  • 25. @simonmainwaring
  • 26. Contributory Consumption wefirstbook.com @simonmainwaring #wefirst
  • 27. wefirstbook.com @simonmainwaring Zynga, Virtual Goods & Tsunami Relief In 36 hours, Zynga players raised over $1 million – followed by a Twitter “ flash fundraiser ,” rallying top celebrities, including Britney Spears, Ashton Kutcher and the Jonas Brothers, to tweet for the cause.   In three weeks, Zynga players raised more than $3 million for Save the Children’s Japan Earthquake Tsunami Children in Emergency Fund, as well as Direct Relief International.
  • 28. wefirstbook.com @simonmainwaring #wefirst Global Brand Initiative
  • 29. @simonmainwaring Patagonia & Sustainable Apparel Coalition Patagonia’s Footprint Chronicles uses videos to allow customers to track the environmental impact of specific products with full authenticity, transparency and accountability. “ The largest and most influential corporations in apparel and footwear have voluntarily engaged in this collective effort because they recognize the threat to the planet and its inhabitants by continuing the model of ‘business as usual,” Rick Ridgeway, Coalition Chair.
  • 30. The Pillars of Social Change wefirstbook.com @simonmainwaring #wefirst
  • 31. Thank you. Follow @simonmainwaring www.simonmainwaring.com