Matt cooper global ethics one 24th jan 2011

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  • Pants to Poverty, reference fairshare music, business page of metro, 60k users.
  • Duncan Goose, Account Director for Martin Sorrell at WPP Sold flat, girlfriend etc Shot at/hurricane Mitch hit Honduras
  • Talk about Duncan’s sister claire
  • In addition to bottled water
  • Looking at having funded £6m by the year end. This is with out excepting grants and this money has been ‘earned’ through comercial activity We have not promoted fund raising, until this year…..
  • Talk about story
  • Heart – to butterfly (small actions have big consequences) Evolving on from Africa (we’re global – USA funds Central/South America, Australia funds Asia) Love and Pink put us in the charity space
  • Tie in our call to action
  • Less active are our target. Make it easy.
  • Easy giving is the overriding cross-category driver, where shoppers will seek out the easy giving option, potentially in ALL categories.
  • Talk about how we identify a market, heavly comoditised, little point of difference etc. ask for feedback.
  • Strategically tackling by region – helping transform a whole area across multiple issues. Rare for NGOs to co-ordinate projects like this
  • Why do retailers, clients and licensed partners work with us. Our activity does not effect the bottom line CSR reporting is approached in the same way as financial reporting.
  • Matt cooper global ethics one 24th jan 2011

    1. 1. Global Ethics and the One Brand
    2. 2. Social enterprises are social mission driven organizations which apply market-based strategies to achieve a social purpose
    3. 4. Stamp of Approval ‘’ I can’t wait until we start counting DOWN the few businesses that are not ethical …. ‘’ Doug Richards THE SE MARK OF ETHICAL ACCREDITAION
    4. 5. It started with a bike ride..
    5. 7. One Water was born
    6. 8. The Mission <ul><li>To change one life, one day at a time… </li></ul>
    7. 9. Launched at Live8 July 2005
    8. 11. Additional product range
    9. 12. Awards & Accolades <ul><li>Greatest Living Briton 2007, category campaigner </li></ul><ul><li>European Social Entrepreneur of the Year 2007 </li></ul><ul><li>Ernst and Young Ethical Entrepreneur of the Year 2009 </li></ul><ul><li>Ernst and Young European Entrepreneur of the Year 2009 </li></ul><ul><li>Medigne ‘Brands with a Conscience’ Award 2009 </li></ul><ul><li>Best Large Social Enterprise in Britain 2009 </li></ul>
    10. 13. Social Media
    11. 14. The first 5 years what has been achieved? £6 million donated. Close to 2 million lives changed 744 PlayPumps 35 Veg gardens 153 HIV and Aids projects 4 Hygiene & sanitation projects
    12. 15. 3 x 5000m peaks in Nepal to celebrate our 5 th Birthday
    13. 16. The re-brand
    14. 17. Why do it? <ul><li>Current brand is 5 years old </li></ul><ul><li>Was developed for bottled water </li></ul>The re-brand
    15. 18. Why do it? <ul><li>Current brand is 5 years old </li></ul><ul><li>Was developed for bottled water </li></ul><ul><li>Now runs across multiple categories </li></ul><ul><li>From manufactured to licensed products </li></ul><ul><li>Now Global </li></ul>
    16. 19. Why do it? <ul><li>Current brand is 5 years old </li></ul><ul><li>Was developed for bottled water </li></ul><ul><li>Now runs across multiple categories </li></ul><ul><li>From manufactured to licensed products </li></ul><ul><li>Now Global </li></ul><ul><li>Confused messaging </li></ul>
    17. 20. Research highlighted <ul><li>Consumers love the ‘like-for-like’ </li></ul><ul><li>Branding didn’t convey this </li></ul><ul><li>Positioned it as a charitable brand (impacts on quality perception) </li></ul><ul><li>Less engaging – lacks premium cues </li></ul>
    18. 21. Branding objectives <ul><li>Re-fresh the ‘one’ brand itself </li></ul><ul><li>Build the like-for-like connectivity into packaging and copy </li></ul><ul><li>Give it a simpler, more contemporary feel </li></ul><ul><li>Ability to stretch across: </li></ul><ul><ul><li>Categories </li></ul></ul><ul><ul><li>Manufactured and licensed products </li></ul></ul><ul><ul><li>Global </li></ul></ul>
    19. 22. Evolving the One brand from this.. … to this...
    20. 26. Defining Our Audience GENERATION G | Captures the growing importance of 'generosity' as a leading societal and business mindset. In fact, for many, giving, sharing and then receiving recognition have replaced 'taking' as the new status symbol.
    21. 27. Consumers approach ‘Altruism’ in very different ways <ul><li>Sustainability/self preservation </li></ul><ul><ul><li>Switching off lights </li></ul></ul><ul><ul><li>Recycling </li></ul></ul><ul><ul><li>Buying organic meet </li></ul></ul><ul><li>Caring for people </li></ul><ul><ul><li>Buying Fair Trade goods/brands </li></ul></ul><ul><ul><li>Putting change in the jar </li></ul></ul><ul><ul><li>Buying/giving money to Big Issue vendor </li></ul></ul><ul><ul><li>Giving money to street people </li></ul></ul><ul><li>Caring for people </li></ul><ul><ul><li>Hospital volunteer, Crisis at Christmas </li></ul></ul><ul><ul><li>Trustee of Charity </li></ul></ul><ul><ul><li>School fundraising </li></ul></ul><ul><ul><li>Run 10km for cancer </li></ul></ul><ul><ul><li>Spend time with my neighbours </li></ul></ul><ul><li>Humanitarian action </li></ul><ul><ul><li>Wateraid , Adopt a child in India etc </li></ul></ul><ul><li>Sustainability/self preservation </li></ul><ul><ul><li>(Recycle etc but don’t see it as good – see it as the norm) </li></ul></ul>“ Charity is best when integrated into my everyday life” “ The more effort you put in the more you get out” Less Active More Qualitative research Sept 2010
    22. 28. Brand/Market Gap = Easy giving <ul><li>“ I think it would be great if there was a way to make the basic things I buy every day have a positive effect on the world - but it’s so difficult to buy products which do this, without paying a premium.” </li></ul><ul><li>ABC1 female </li></ul><ul><li>The One brand is here to help… </li></ul>
    23. 29. One’s product portfolio
    24. 30. Manufactured products
    25. 31. Manufactured products
    26. 32. Licensed products Noble Foods
    27. 33. Licensed products Wallace Cameron Aqua Optima, Strix
    28. 34. One’s ingenious like-for-like proposition <ul><li>Consumers buy </li></ul>One build’s ONE water Water pumping children’s roundabout ONE toilet paper Proper Toilets ONE plasters Bicycle ambulances ONE hand-soap Sanitation programmes to improve hygiene ONE eggs Egg producing chicken/farming projects
    29. 35. The role of The One Foundation
    30. 36. The power of corporate responsibility
    31. 37. The Future <ul><li>New people </li></ul>New products…
    32. 38. What can you do to help ?

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