This document discusses the need for advertising and media to embrace an "Age of Responsibility" in response to declining resources. It argues we must shift from targeting consumers to engaging people and customers through meaningful content and social sharing. This will allow brands to maximize owned and earned media and reduce the need for paid advertising. Examples are provided of companies using data, great content, and social media effectively and responsibly. The conclusion is this marks just the beginning of a new approach that balances rights with responsibility.

1. Advertising and Media in
the Age of Responsibility
Utrecht, September 2012

2. How do you feel when you see
these ads?

8. How will you feel when you see
these ads 20 years from now?

15. The Age of
Responsibility

16. The Age of Responsibility
Richard Heinberg (The End of Growth): “We
were warned that sooner or later we’d hit the
limits to growth, and now we have. […] and
now we are nearing or at the point of
declining energy, declining freshwater,
declining minerals, declining biodiversity… and
a declining economy.”
Wayne Visser (The Age of Responsibility):
“Responsibility is the counterbalance to rights.
[…] Responsibility is the set of prints we leave
in the sand, the marks of our passage. What
tracks will you leave? Where is the place
where you can most freely and effectively
respond? The choice, as always, is yours.”

17. What this means for
Advertising and Media
From: To:
‘Target Groups’ and ‘The Consumer’ ‘People’ and ‘Customers’
Storytelling Lead by example
Hedonistic Real
Marketing funnel Reciprocity
Share of Voice Share of Listening
Like this Like you
Share this Co-creation
Violation of privacy Data for the greater good

18. Paid, Owned and Earned
“[… ] advertising no longer works as effectively as it did unless bolstered by additional
marketing channels. Owned and earned media are vital to campaigns, helping to
amplify and spread brand messages across a myriad of complex paths that consumers
follow across devices, screens, and media.”
The Converged Media Imperative: How Brands Must Combine Paid, Owned, and Earned Media
– July 2012, Rebecca Lieb & Jeremiah Owyang

19. Hence…
By maximizing the effectiveness of Owned &
Earned there will be less need for Paid Media

20. Save money and do good
Global advertising spend 2011:
USD 460 billion

21. How can this be
achieved?

22. How can this be achieved?
1. Smarter use of data
2. Great (meaningful) content
3. Add social to the mix

23. 1. Smarter use of data
Source: http://youtu.be/1AIhOMwmz9I

24. 1. Smarter use of data
Big data (e.g. Google uses mobile data for traffic information)
1-to-1 data

25. 2. Great (meaningful) content

26. 3. Add social to the mix
Source: comScore – The Power of Like

27. Some great
examples

28. Ben & Jerry’s Fair Tweets

29. Greenpeace

30. Pepsi Refresh Project

31. Letsheal.org
Mark Woerde, 2011

32. This is not the end,
it is just the beginning!
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