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Putting purpose into marketing

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Edelman & WFA share the results of their respective good purpose and brand purpose studies at Global Marketer Week 2013

  • Thanks for the kind words Paul and thanks also for your constructive commentary.
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  • First of all, an excellent piece of work.

    The gap between the CMO perspective and that of the 'general public' is intriguing on various levels, not least because of the question it raises as to why the gap exists at all.

    Definition of what Purpose is will clearly keep people up at night (and advisors in employment for a while).

    The challenge is for companies, with the help of agencies/advisors, to seek a purpose that doesn't just work well on paper/website. A true Purpose is lived daily. It manifests itself in the call I had with the person at my bank, with the book store website online, with the young lady at the checkout till. Purpose lives and dies by the people who bring it to life. Purpose as Behaviour, not as a nice intranet where the CEO (coached by the PR team) talks a good talk, or an event where every employee gets a T-Shirt. Real Purpose comes with Commitment from all within the company. WIthout this, it is meaningless and people will see through it.
    Which is why chart 8 is insightful. People look to companies to treat their employees well, while many Companies are not seeing that as a priority when it comes to considering 'Purpose'. Companies would do well to take heed of chart 8 and look to their colleagues to help make 'Purpose' meaningful
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Putting purpose into marketing

  1. 1. Putting purpose into marketing6th March 2013, Global Marketer WeekWill Gilroy, WFAJeremy Cohen, Edelman
  2. 2. Edelman’s 5 th GoodPurpose Study Global consumers attitudes to ‘Purpose’… CANADA CANADA INDIA INDIA 500 500 500 500 BRAZIL CHINA CHINA BRAZIL 500 500 500 500 US JAPAN JAPAN US 500 500 500 500 UAE UAE UK UK 500 500 500 500 FRANCE GERMANY GERMANY FRANCE 500 500 500 500 ITALY ITALY NETHERLANDS NETHERLANDS 500 500 500 500 INDONESIA INDONESIA BELGIUM BELGIUM 500 500 500 500 MALAYSIA MALAYSIA SINGAPORE SINGAPORE 500 500 500 500Edelman Berland surveyed 8,000 consumers across 16 countries, aged 18+
  3. 3. An Evolving “Consumer” hungry concerned vocal empoweredAble and willing to reward and punish brands 3
  4. 4. 88% ‘ Purpose will be increasingly important to building brands 83% It is important for brands to have a sense of purpose’ 81% ‘ Purpose’ is a business opportunitySource: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  5. 5. What is ‘Purpose’? Please select the three most important to youSource: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  6. 6. What is purpose to consumers?Societal Drivers Dominate Most Important Attributes that Build Trust 1 Listens to customer needs andSOCIETAL feedbackATTRIBUTES 1 High quality products or servicesMORE 3 Treats employees wellIMPORTANT TOBUILDING 4 Places customers ahead of profitsFUTURE 4 Takes actions to address issue or crisisTRUST 6 Has ethical business practices 7 Has transparent and open business 8 Communicates frequently and honestly 9 Works to protect/ improve environment 10 Addresses societys needs 11 Positively impacts the local community 12 Innovator of new productsSocietal 13 Highly regarded, top leadershipOperational 14 Delivers consistent financial returns 15 Ranks on a global list 16 Partners with third parties
  7. 7. Cynics vs. believers… What proportion of global consumers say they regularly support good causes?Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  8. 8. An opportunity?What proportion of global consumers say theyregularly support good causes?Marketer’s perception Consumer reality
  9. 9. An opportunity?What proportion of global consumers say theyregularly support good causes?Marketer’s perception Consumer reality
  10. 10. Consumers calling on business to address societal issues
  11. 11. It’s ok to do good while doing well… Proportion of consumers who say it’s OK for brands to support good causes and make money at the same time? Marketers’ perception Consumer realitySource: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  12. 12. It’s ok to do good while doing well… Proportion of consumers who say it’s OK for brands to support good causes and make money at the same time? Marketers’ perception Consumer realitySource: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  13. 13. Regular support of good causesWhat proportion of consumers say they buy abrand that supports good causes, at least once amonth?
  14. 14. Social Purpose as Purchase TriggerWhen quality and price are the same, Social Purpose mostimportant factor +26% Growth from 2010 •Japan (+100%) •China (+79%) •Netherlands (+43%) •Germany (+36%) •India (+43%)
  15. 15. Consumers Prefer Purposeful Brands +39% +34% +9% 2010 2008 2010 2010 2008 2009 2012 2009 2012 2009 2012
  16. 16. Regionality of ‘Purpose’Which of the following regions has the greatest proportion ofconsumers who say they make purchase decisions based ongood causes?
  17. 17. The new ‘purpose’ “bull” markets INDIA BELGIUM CHINA BRAZIL ITALYFRANCE MALAYSIA NETHERLANDS INDONESIA VS JAPAN GERMANY UAE US UK
  18. 18. “Bull Market” consumers more willing topay a premium for Purpose
  19. 19. Possible to measure purpose … buthardIs it possible to measure the impact of purposeon…? PR & positive reputation (93% agree) Consumer engagement (91%) Employee satisfaction (90%) Brand equity (86%) Customer satisfaction (71%) Sales (54%) Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  20. 20. ‘Purpose’ needs to be top down Who should be involved in designing and shaping purpose?Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  21. 21. Look outside the organisation forhelp
  22. 22. Relatively little pushback against purposeSource: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  23. 23. 49% Brands Ive worked for have generally had a sense of purpose 38% Brands I have worked for have been successful in effectively communicating purposeSource: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  24. 24. Purpose Leaders…Source: WFA Brand Purpose research; Jan 2013; Base 149 respondents
  25. 25. You Are Not Alone

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