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LYNDA COSTA
Shared value creation:
non-profit and for profit
Identifying a new consumer cohort –
turning a concept into a business strategy
Hispanic
African American
39
47
50
PWD
+ Friends/family
100
Population
in Millions
PWDA + Caregivers represent HALF of
the US Population
The only larger cohort is Women!
1.1B 50mm
>$4.1T >$1T
>$750B $220B
2.0B 84mm
>$8.1T $2.4T
Source: US Census, US Department of Labor, Statistics Canada, European Central Bank, IPS
*PWD = people with different abilities
A new consumer cohort:
Working with retail partners, Bottlers, and NGOs
Championing the cause Inclusive advertisingCompetitive advantage
More children will
be diagnosed with
autism this year
than with AIDS,
diabetes & cancer
combined
4
Creating Shared Value
A Business-Nonprofit Model for Collaboration
Supporting Autism Inclusive sculpture gardens
Accessible TechnologyMarketplace Packaging innovation
First of its kind spotter program
Circle
two
Circle
one
Performance
with
Purpose
Puppies
with
Purpose
Bringing volunteerism into the workplace
• A new best
practice
• Joint marketing,
messaging,
advocacy, and
shared growth
• The next wave of
innovation and
productivity
growth in a global
economy
• It’s not about short
term financial win,
rather it is about
long term
sustained success
Shared resources between profit and non-profit:
delivering innovation and mutually beneficial programs
“I strongly suggest this
program to anyone; it’s
going to give back to
you more than you
could ever give it!”
Joan Hanley
P3 Socializer
“I love that this program does
good in the community and
also brings happiness to our
workplace”.
London Nielsen
Program Ambassador
Volunteerism into the workplaceBuilding tools
6
EnAble champions inclusion for people with
different abilities and their caregivers
Who is a member
– someone that was born with a difference or
experiences a life-changing condition later in life
– a caregiver
Caregivers are important stakeholders; Some
examples are associates that have:
– a child with special needs
– a nephew with autism
– an uncle with multiple sclerosis
– a father with Alzheimer’s
– a brother with diabetes
– a mother with cancer
– a friend with cerebral palsy
Leading 800+ employees on various
volunteer initiatives and strategies
2006 2011
5
members
810
members
Start-up kits
62 new chapters in 2011!
7
Accessibility Policy
More than 29 devices available
It is estimated that 70% of the work force will be beneficiaries of Accessible Technology
Enlargement Screens
Key Board
Enhancement
Text to Speech
Visual Organizers
Dyslexia
• Assist People with
Different Abilities
currently working in
the office
• Attract and acquire
new talent
• Support accessibility
needs of the aging
population
Policy setting: Accessible Technology is a critical part of talent
sustainability and talent acquisition
Building relationships:
NFL and NAD
• Partnering with NFL and National
Association of the Deaf
• Shared advocacy
8
We wanted to thank you and PepsiCo for all that you are doing
on behalf of the deaf and hard of hearing community. Your
efforts and support made it possible for Miss Deaf America,
representing the National Association for the Deaf (NAD), to be
doing the American Sign Language (ASL) rendition of the
National Anthem and America the Beautiful at the upcoming
Super Bowl. PepsiCo's support made it possible for the NAD to
expand the selection process to find the most appropriate
signer. This is a historic first. Thank you for making it happen.
PepsiCo's assistance in this situation will help elevate
and showcase the beauty of ASL to the world, and promote the
value of diversity in our society. We are grateful that PepsiCo
has taken the lead in promoting the importance of
inclusion. Together, we can continue to refine the true meaning
of equality.
We cannot thank you enough for being our partner and
supporting the deaf and hard of hearing community of America.
Sincerely,
Howard Rosenblum, CEO, National Association for the Deaf
Alexis Kashar, Public Policy chair, National Association for the
Deaf
Talent Acquisition Empowered by EnAble
Huge impact for our employees as well as Cory –
some employee quotes
• “having Cory around makes me want to be the best
father I can be to my children and makes me appreciate
my family everyday; I take this special feeling home
every night”
• “sometimes things get really crazy here; I am so
thankful that I am part of EnAble because it really
makes a difference for me - - and so glad you asked me
to help out with Cory; it has changed my life forever”
• “I actually look forward to coming in and seeing Cory;
he adds something that I cannot explain. This has been
an amazing experience for me just as I'm sure we are
helping him”
• “he is now better equipped with more emotional
support and proof that he can have a normal career
when he gets older - it can exist - especially with
technology. Our employees were amazing - nothing
short of perfect. Another demonstration of the power
of Pepsi people - it made me proud”
• “my job has been so busy lately I have not had as
much time for Enable and I really miss it; I think it is the
best thing at Pepsi”
Connecting employees with similar situations
EnAble Connect …
Allows any PepsiCo associate with a different ability
or who is a caregiver for a person with a different
ability to connect, share knowledge and personal
experiences with peers across the company
Promoting Talent Sustainability …
• Promotes “bring your whole self to work”
• Creates Balance as employees bring outside
passions into the workplace
• Promotes different abilities as part of
PepsiCo's culture
• Provides support for caregivers
11
EnAble is impacting employees in ways
we never imagined
• “I am so thankful to PepsiCo for allowing me to integrate
my personal life into my day job”
• “Before the EnAble group was implemented, I felt like I was
the only person in my situation. EnAble gives me the
opportunity to partner with other employees that have the
same common interest”
• “Extremely proud to work for this organization”
• “Thank you for the leadership. Last week marked the first
time that I spoke publicly about our family issue. BTW my
boy counted to 10 tonight, what pure joy.”
• “This is the most rewarding thing I have ever done
at PepsiCo”
Acknowledgement from associates
and the community
• “I want to thank you personally for all of your impact on me. You are an inspirational leader with the highest expectations of
excellence for yourself and others. And you have been a friend who has shown understanding, acceptance, and patience. I
am spending the weekend with my daughter, and as I think about the woman she becomes, I hope she has many of your
traits to impact others like you have me”
• “Lynda – you epitomize what it means to be a class-act and are a role model for me as a person”
• “You are what makes Pepsi a wonderful, positive, special place to work”
• “I am very grateful that I was able to get to know you throughout our shared experience with the Guiding Eyes
partnership. You have really done AMAZING things for both organizations; I sincerely admire and respect not only what you
do, but how you do it”
• “I want to thank you for your leadership and friendship. Your work has done so much to change PepsiCo and the
community at large, it’s been just incredible to see what you’ve accomplished”
• “You’re an amazing person with a heart of gold. You helped me open doors that give me the opportunity to share my
passions with the PepsiCo family. For all you have done, I want to Thank you from the Bottom of my heart”
• “I'm so grateful for everything you have done and continue to do for me. I can't begin to describe how amazing these past
few summers have been and I know a large part of that is a result of your efforts, Cory”
• “I want to commend you on the incredible work that did w/ EnAble. You were the driving force behind the group's success
and efforts to connect w/ community organizations working to improve the lives of people with different abilities.”
• “While our friendship may have started at PepsiCo, you have become a trusted friend and advisor to me personally. Your
dedication to the deaf and hard of hearing community really speaks volumes about who you are”
12

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Lookbook shared value

  • 1. LYNDA COSTA Shared value creation: non-profit and for profit
  • 2. Identifying a new consumer cohort – turning a concept into a business strategy Hispanic African American 39 47 50 PWD + Friends/family 100 Population in Millions PWDA + Caregivers represent HALF of the US Population The only larger cohort is Women! 1.1B 50mm >$4.1T >$1T >$750B $220B 2.0B 84mm >$8.1T $2.4T Source: US Census, US Department of Labor, Statistics Canada, European Central Bank, IPS *PWD = people with different abilities
  • 3. A new consumer cohort: Working with retail partners, Bottlers, and NGOs Championing the cause Inclusive advertisingCompetitive advantage More children will be diagnosed with autism this year than with AIDS, diabetes & cancer combined
  • 4. 4 Creating Shared Value A Business-Nonprofit Model for Collaboration Supporting Autism Inclusive sculpture gardens Accessible TechnologyMarketplace Packaging innovation First of its kind spotter program Circle two Circle one Performance with Purpose Puppies with Purpose Bringing volunteerism into the workplace • A new best practice • Joint marketing, messaging, advocacy, and shared growth • The next wave of innovation and productivity growth in a global economy • It’s not about short term financial win, rather it is about long term sustained success
  • 5. Shared resources between profit and non-profit: delivering innovation and mutually beneficial programs “I strongly suggest this program to anyone; it’s going to give back to you more than you could ever give it!” Joan Hanley P3 Socializer “I love that this program does good in the community and also brings happiness to our workplace”. London Nielsen Program Ambassador Volunteerism into the workplaceBuilding tools
  • 6. 6 EnAble champions inclusion for people with different abilities and their caregivers Who is a member – someone that was born with a difference or experiences a life-changing condition later in life – a caregiver Caregivers are important stakeholders; Some examples are associates that have: – a child with special needs – a nephew with autism – an uncle with multiple sclerosis – a father with Alzheimer’s – a brother with diabetes – a mother with cancer – a friend with cerebral palsy Leading 800+ employees on various volunteer initiatives and strategies 2006 2011 5 members 810 members Start-up kits 62 new chapters in 2011!
  • 7. 7 Accessibility Policy More than 29 devices available It is estimated that 70% of the work force will be beneficiaries of Accessible Technology Enlargement Screens Key Board Enhancement Text to Speech Visual Organizers Dyslexia • Assist People with Different Abilities currently working in the office • Attract and acquire new talent • Support accessibility needs of the aging population Policy setting: Accessible Technology is a critical part of talent sustainability and talent acquisition
  • 8. Building relationships: NFL and NAD • Partnering with NFL and National Association of the Deaf • Shared advocacy 8 We wanted to thank you and PepsiCo for all that you are doing on behalf of the deaf and hard of hearing community. Your efforts and support made it possible for Miss Deaf America, representing the National Association for the Deaf (NAD), to be doing the American Sign Language (ASL) rendition of the National Anthem and America the Beautiful at the upcoming Super Bowl. PepsiCo's support made it possible for the NAD to expand the selection process to find the most appropriate signer. This is a historic first. Thank you for making it happen. PepsiCo's assistance in this situation will help elevate and showcase the beauty of ASL to the world, and promote the value of diversity in our society. We are grateful that PepsiCo has taken the lead in promoting the importance of inclusion. Together, we can continue to refine the true meaning of equality. We cannot thank you enough for being our partner and supporting the deaf and hard of hearing community of America. Sincerely, Howard Rosenblum, CEO, National Association for the Deaf Alexis Kashar, Public Policy chair, National Association for the Deaf
  • 9. Talent Acquisition Empowered by EnAble Huge impact for our employees as well as Cory – some employee quotes • “having Cory around makes me want to be the best father I can be to my children and makes me appreciate my family everyday; I take this special feeling home every night” • “sometimes things get really crazy here; I am so thankful that I am part of EnAble because it really makes a difference for me - - and so glad you asked me to help out with Cory; it has changed my life forever” • “I actually look forward to coming in and seeing Cory; he adds something that I cannot explain. This has been an amazing experience for me just as I'm sure we are helping him” • “he is now better equipped with more emotional support and proof that he can have a normal career when he gets older - it can exist - especially with technology. Our employees were amazing - nothing short of perfect. Another demonstration of the power of Pepsi people - it made me proud” • “my job has been so busy lately I have not had as much time for Enable and I really miss it; I think it is the best thing at Pepsi”
  • 10. Connecting employees with similar situations EnAble Connect … Allows any PepsiCo associate with a different ability or who is a caregiver for a person with a different ability to connect, share knowledge and personal experiences with peers across the company Promoting Talent Sustainability … • Promotes “bring your whole self to work” • Creates Balance as employees bring outside passions into the workplace • Promotes different abilities as part of PepsiCo's culture • Provides support for caregivers
  • 11. 11 EnAble is impacting employees in ways we never imagined • “I am so thankful to PepsiCo for allowing me to integrate my personal life into my day job” • “Before the EnAble group was implemented, I felt like I was the only person in my situation. EnAble gives me the opportunity to partner with other employees that have the same common interest” • “Extremely proud to work for this organization” • “Thank you for the leadership. Last week marked the first time that I spoke publicly about our family issue. BTW my boy counted to 10 tonight, what pure joy.” • “This is the most rewarding thing I have ever done at PepsiCo”
  • 12. Acknowledgement from associates and the community • “I want to thank you personally for all of your impact on me. You are an inspirational leader with the highest expectations of excellence for yourself and others. And you have been a friend who has shown understanding, acceptance, and patience. I am spending the weekend with my daughter, and as I think about the woman she becomes, I hope she has many of your traits to impact others like you have me” • “Lynda – you epitomize what it means to be a class-act and are a role model for me as a person” • “You are what makes Pepsi a wonderful, positive, special place to work” • “I am very grateful that I was able to get to know you throughout our shared experience with the Guiding Eyes partnership. You have really done AMAZING things for both organizations; I sincerely admire and respect not only what you do, but how you do it” • “I want to thank you for your leadership and friendship. Your work has done so much to change PepsiCo and the community at large, it’s been just incredible to see what you’ve accomplished” • “You’re an amazing person with a heart of gold. You helped me open doors that give me the opportunity to share my passions with the PepsiCo family. For all you have done, I want to Thank you from the Bottom of my heart” • “I'm so grateful for everything you have done and continue to do for me. I can't begin to describe how amazing these past few summers have been and I know a large part of that is a result of your efforts, Cory” • “I want to commend you on the incredible work that did w/ EnAble. You were the driving force behind the group's success and efforts to connect w/ community organizations working to improve the lives of people with different abilities.” • “While our friendship may have started at PepsiCo, you have become a trusted friend and advisor to me personally. Your dedication to the deaf and hard of hearing community really speaks volumes about who you are” 12