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Siena Parker

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Siena Parker

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Siena Parker

  1. 1. Is corporate responsibility over?
  2. 2. What’s the problem?
  3. 3. The wider context: expectations of business are changing
  4. 4. Young people are driving this shift: 69% of Gen Z and Millennials say brands need to play a more a meaningful role in society
  5. 5. We are more aware of where the products we buy come from
  6. 6. The rise of the corp-sumer
  7. 7. Solution #1 Put purpose at the heart of your consumer-facing brands
  8. 8. PLAY PENGUIN TALKS VIDEO Penguin Talks takes authors into schools to talk to young people about issues they care about
  9. 9. Solution #2 Solve real-world problems which also affect your business
  10. 10. Puffin World of Stories transforms primary schools into hubs of creativity
  11. 11. Solution #3 Re-frame CR, to show how it adds true value to your business
  12. 12. Adds value to our brand for authors, consumers and other stakeholders
  13. 13. Builds our employer brand: a reason to join, and a reason to stay
  14. 14. Helps drive growth by reaching new audiences and driving customer purchase
  15. 15. Mitigates risk and drives our positive reputation
  16. 16. Solution #4 Rip up the rule book and change what your business is for
  17. 17. Social purpose is hard-wired into Penguin’s founding principles
  18. 18. The growing B-Corps movement
  19. 19. 3 brands doing this well
  20. 20. The verdict? Corporate responsibility is over. Purpose is here to stay.
  21. 21. Looking to the future What could the risks & challenges be?
  22. 22. Staying true to your principles when under pressure
  23. 23. Net zero is now a hygiene factor – how can anyone keep up with expectations?
  24. 24. Risk of ‘purpose washing’ or ‘woke washing’
  25. 25. Thank you. Any questions?

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