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Matthew Yeoman at SB'14 London
- 2. Communicating Sustainability at a Brand Level: A Close Look at 15 Global FMCG Leaders Matthew Yeomans @sustainly Sustainly #SB14London
- 3. November 4 2014 THE BIG BRANDS REPORT
- 4. ABOUT SUSTAINLY ISSUES RISKS STORYTELLING INNOVATION
- 5. WHAT IF 15 COMPANIES COULD CHANGE THE WORLD? HOW WOULD THEY COMMUNICATE IT?
- 6. THEY ALREADY TALK A CORPORATE GOOD GAME @sustainly
- 7. @sustainly BUT THESE GUYS DON’T VISIT YOUR CORPORATE SITE TOO BUSY SHOPPING!
- 8. @sustainly COMPANIES GET CONSUMER BEHAVIOUR CHANGE
- 9. BUT OFTEN IT FEELS LIKE A HAIL MARY @sustainly
- 10. SO HOW TO REACH THAT HOLY GRAIL? @sustainly
- 11. WE DECIDED TO RESEARCH
- 12. WE LOOKED AT
- 13. JUST 40% COMMUNICATE SUSTAINABILITY
- 14. EVEN THEN - FOUR BRANDS MAKE UP 50% OF THAT TOTAL
- 15. A BIG CHUNK OF CONVERSATION
- 16. BATTLE OF THE BRANDS 175 140 105 70 35 0 Using FB Not Using FB ABF ABInBev Coca-Cola Danone Diageo General Mills J&J Kimberly-Clark Mars Mondelez Nestle PepsiCo P&G Unilever
- 17. @sustainly WHAT WE HAVE IS A FAILURE TO COMMUNICATE
- 18. SO WHAT’S THE G0OD NEWS?
- 19. WHAT THE 74 DO TALK ABOUT 2 4 6 8 10
- 20. MCDONALD’S OUR FOOD: YOUR QUESTIONS
- 21. HATERS BUT ALSO LOVERS
- 23. DOVE’S SELF ESTEEM ENGAGEMENT
- 24. SO HOW WILL YOU CONVINCE CONSUMERS? living dying Health Children Food Home Neighbors Parents harvest Sunshine safety Rain security fun laughing pets wildlife WHAT WILL YOU TALK ABOUT?
- 25. NOT PERSONAL. JUST GOOD BUSINESS
- 26. @mateoy @sustainly matthew@sustainly.com sustainly.com
Editor's Notes
- We’re an information company that helps clients understand the issues, the risks, the innovation and the storytelling that makes good sustainability communication and marketing.
- All these companies talk a great game and all make a decent effort to communicate sustainability at a corporate level. But how many consumers actively check out a corporate website? Consumer interaction lives with the brands
- On corporate sites. But how many people visit them?
- It has to be through the brands and the stuff they buy, right?
- That’s not exactly true as the research we’ve done suggests
- Let’s focus on the positives….
- all the best campaigns make us value and care about things that matter to us as real people.