The document discusses the current state of co-operatives and opportunities to strengthen the movement. It finds that awareness and understanding of co-operatives is low, but most people are open to purchasing from them. The movement faces challenges like a lack of unified messaging and coordination across sectors. The vision is to create a movement by 2020 through a universal message, growth within existing co-ops, and new co-op formations. First steps include developing messaging and awareness campaigns to educate the public and members. With collaboration, the possibilities include expanding marketing, facilitating partnerships between co-ops, and engaging students to promote the model.

3. Where We
Are Now.UNDERSTANDING OUR CURRENT POSITION IS IMPERATIVE IN CHARTING OUR FUTURE.

4. Where We Are Now.
Co-operative is the
superior business
model.
UNDERSTANDING OUR CURRENT POSITION IS IMPERATIVE IN CHARTING OUR FUTURE.

5. But traditional
capitalism continues to
rule.
Where We Are Now.
UNDERSTANDING OUR CURRENT POSITION IS IMPERATIVE IN CHARTING OUR FUTURE.

6. The co-operative
message is confusing
and awareness is low.
Where We Are Now.
UNDERSTANDING OUR CURRENT POSITION IS IMPERATIVE IN CHARTING OUR FUTURE.

7. We have solid
organizations to support
co-operatives.
Where We Are Now.
UNDERSTANDING OUR CURRENT POSITION IS IMPERATIVE IN CHARTING OUR FUTURE.

8. Where We Are Today.

10. Did You Know…
41%
28%
18%
13%
0%
10%
20%
30%
40%
50%
18-35 36-50 51-60 60+
April 2015 Research Study
OUR SURVEY
Our sample group covered a wide
variety of ages.

11. Did You Know…
61%
26%
12%
0%
10%
20%
30%
40%
50%
60%
70%
Some College or College
Degree
Some Graduate
Studies or Graduate
Degree
Post Graduate Study or
Degree
April 2015 Research Study
OUR SURVEY
Our sample group covered 3 major
education categories.

12. Did You Know…
36%
9%
5%
9%
15%
12%
9%
5%
0% 5% 10% 15% 20% 25% 30% 35% 40%
Other
Homemaker
Student
Retired
Business
Education
Healthcare
Government
April 2015 Research Study
OUR SURVEY
Our sample group covered 8 major
industry categories.

13. Did You Know…
13%
9%
22%
23%
23%
10%
0% 5% 10% 15% 20% 25%
$126,000+
$101,000 - $125,000
$76,000 - $100,000
$51,000 - $75,000
$26,000 - $50,000
Less than $25,000
April 2015 Research Study
OUR SURVEY
Our sample group covered 6 major
income levels.

14. Did You Know…
West
19%
Northeast
27%
Midwest
22%
South
32%
April 2015 Research Study
OUR SURVEY
Our sample group came from all
regions of the United States.

16. Most People Don’t
Understand Us.

17. “A co-op may include a store
where a group of artists come to
sell the items they made.”
-Income <$25,000

18. “Some franchises.”
-Income $26,000 - $50,000

19. “A business that raises money.”
-Income $26,000 - $50,000

20. “Costco. Sam’s.”
-Healthcare Professional
Income $26,000 - $50,000

21. “I have never heard of a
cooperative before.”
-Income $26,000 - $50,000

22. “Helps union workers.”
-Income $51,000 - $75,000

23. “Secret.”
-Other Industry Professional
Income $51,000 - $75,000

24. “A bunch of companies owned
by a single company.”
-Income $51,000 - $75,000

25. “I should know this because I
got my degree in Business
Management and had to
memorize these terms with
every upcoming test, but I
honestly forgot exactly what a
cooperative is.”
-Income $51,000 - $75,000

26. “AARP. StateFarm. Red Cross.”
-Education Professional
Income $76,000 - $100,000

27. “A big company with many
locations around the world.”
-Income $76,000 - $100,000

28. “Haven’t heard of those.”
-Income $100,000 - $125,000

29. “No idea.”
-Business Professional
Income $100,000 - $125,000

30. “Bank of America.”
-Income $125,000 +

31. “It means that you earn points
or miles for shopping at certain
stores.”
-Education Professional
Income $125,000 +

32. “Amazon.”
-Income $125,000 +

34. We Need to
Communicate Better.

35. Did You Know…
74%
15%
11%
0%
10%
20%
30%
40%
50%
60%
70%
80%
Not Accurate Somewhat Accurate Accurate
April 2015 Research Study
UNDERSTANDING OF CO-OPERATIVES
When asked to tell us in their own
words what a Co-operative is, only
11% had an accurate definition.

37. Did You Know…
78%
20%
2%
0%
20%
40%
60%
80%
100%
More Likely No Difference Less Likely
April 2015 Research Study
LIKELYHOOD OF CONSUMERS TO PURCHASE
78% of consumers are more likely
to purchase goods or services from
a business that they know is a
co-operative.

38. 78% of consumers are more likely to
purchase goods or services from a
business that they know is a co-operative.
And that’s true for people
from every profession.

39. Did You Know…
76% 81% 83% 76% 75% 82% 81% 78%
0%
20%
40%
60%
80%
100%
Preference to purchase goods or
services from a co-op by profession
April 2015 Research Study
LIKELYHOOD TO PURCHASE BY PROFESSION

40. 78% of consumers are more likely to
purchase goods or services from a
business that they know is a co-operative.
And even more
surprisingly at every
income level.

41. Did You Know…
65%
80% 79% 83% 80% 78%
0%
20%
40%
60%
80%
100%
Preference to purchase goods or
services from a co-op by income
April 2015 Research Study
LIKELYHOOD TO PURCHASE BY INCOME

42. We Have A Lot To Do.

43. We’ve been
trying to do
it alone.

44. Going It Alone
We’ve had success
within categories but
not across all co-op
sectors.
IT’S NOT TRUE TO THE COOPERATIVE MOVEMENT TO GO IT ALONE

46. Our Challenges:
What Holds the
Movement Back.
OUR UNIFIED VISION COMPELS US TO MOVE FORWARD AND SHIFT MOMENTUM.

47. Our Challenges:
What Holds the Movement Back.
Lack of awareness by
the general public.
BY IDENTIFYING OUR CHALLENGES WE WILL BE MORE PREPARED TO OVERCOME THEM.

48. Lack of coordination and
collaboration amongst
co-operatives.
Our Challenges:
What Holds the Movement Back.
BY IDENTIFYING OUR CHALLENGES WE WILL BE MORE PREPARED TO OVERCOME THEM.

49. Farmer
Co-ops
Electric
Co-ops
Food
Co-ops
Retail
Co-ops
Professi
onal
Co-ops
Farmer
Coops
Housing
Co-ops
Healthcare
Co-ops
Utility
Co-ops
Our Collective Voice
120 Million Members
140 Million Customers
2.1 Million Employees

50. Our Collective Voice
120 Million Members
140 Million Customers
2.1 Million Employees
NRA
Sierra
Club
AARP

51. A diversity of types of
co-operatives is both a
strength and a challenge.
Our Challenges:
What Holds the Movement Back.
BY IDENTIFYING OUR CHALLENGES WE WILL BE MORE PREPARED TO OVERCOME THEM.

52. Lack of a unifying
message to the
universal public.
Our Challenges:
What Holds the Movement Back.
BY IDENTIFYING OUR CHALLENGES WE WILL BE MORE PREPARED TO OVERCOME THEM.

53. The conversation is
dominated by what we
do rather than why we
do it.
Our Challenges:
What Holds the Movement Back.
BY IDENTIFYING OUR CHALLENGES WE WILL BE MORE PREPARED TO OVERCOME THEM.

55. Our Vision
of 2020:
Create a Movement.OUR UNIFIED VISION COMPELS US TO MOVE FORWARD AND SHIFT MOMENTUM.

56. Our Vision of 2020: Create a Movement.
Universal public
awareness, affinity &
action.
OUR UNIFIED VISION COMPELS US TO MOVE FORWARD AND SHIFT MOMENTUM.

57. Significant, rapid
growth & increased
success within existing
co-operatives.
Our Vision of 2020: Create a Movement.
OUR UNIFIED VISION COMPELS US TO MOVE FORWARD AND SHIFT MOMENTUM.

58. Accelerated formation
of new co-operatives.
Our Vision of 2020: Create a Movement.
OUR UNIFIED VISION COMPELS US TO MOVE FORWARD AND SHIFT MOMENTUM.

59. Everybody Wins:
Increased Exposure & Growth
Benefits all Co-operatives.
As our movement gains visibility and consumer understanding, the potential for new co-operatives and
the growth of existing co-operatives increases.

60. Did You Know…
78%
20%
2%
0%
20%
40%
60%
80%
100%
More Likely No Difference Less Likely
April 2015 Research Study
LIKELYHOOD OF CONSUMERS TO PURCHASE
78% of consumers are more likely
to purchase goods or services from
a business that they know is a
co-operative.

61. Everybody Wins – Increased
Exposure & Growth Benefit All
More awareness increases
the amount of customers
choosing co-operatives.

62. Everybody Wins – Increased
Exposure & Growth Will…
Increase the number of
qualified workers seeking
employment at
co-operatives.

63. Everybody Wins – Increased
Exposure & Growth Will…
Influence public policy to
make doing business
easier and create more
available funds for
co-operatives.

64. Everybody Wins – Increased
Exposure & Growth Will…
Increase the number of
co-operatives, making them
easier to find and more
accessible to the public.

66. First StepsOUR FIRST STEPS ARE IMPORTANT. THEY WILL POINT US IN THE RIGHT DIRECTION.

67. Here’s what we plan to complete first:
1. Develop an All-Inclusive Cooperative Message.
2. Create and Roll out a Co-op Employee Awareness Campaign.
3. Create a Cooperative Member Resource Portal.
4. Develop a Consumer-Targeted Awareness Website.
5. Coordinate a Unified Cooperative Social Media Campaign.
Immediate Goals:
First Steps
OUR FIRST STEPS ARE IMPORTANT. THEY WILL POINT US IN THE RIGHT DIRECTION.

69. The Possibilities:
Growing Stronger
INNOVATIVE AND CREATIVE TACTICS WILL HELP US SPREAD THE WORD.

71. The Possibilities: Supporting the Movement
1. Build on our brand look and feel
2. Create collateral materials for use by all co-ops that
delivers consistent branding and messaging but is also
customized to each co-operative sector. (logos, POP,
banners, signage, digital assets, etc.)
3. Create a social media campaign to reach millennials
4. Develop a universal, public-friendly website
5. Form a public relations strategy
Branding and Marketing
Campaign
INNOVATIVE AND CREATIVE TACTICS WILL HELP US SPREAD THE WORD.

72. Utilize social media to reach
and engage our audience.
Spur Growth of Co-ops
The key to success is growing the movement
1. Create co-op branded social media accounts.
(Facebook, Twitter, YouTube, LinkedIn, Etc.)
2. Promote co-operative messaging and highlight
individual co-operatives.
3. Make the co-operative message easy to share.

73. You don’t have to lose YOU in order to support WE.
Tactics must focus on
our commonalities
without losing our
uniqueness.
The Possibilities: Supporting the Movement
INNOVATIVE AND CREATIVE TACTICS WILL HELP US SPREAD THE WORD.

74. The Possibilities: Supporting the Movement
INNOVATIVE AND CREATIVE TACTICS WILL HELP US SPREAD THE WORD.
Who We Are….
…We Are A Co-operative.

75. Facilitate Inter-Co-operative
Collaboration
Develop loyalty programs
to encourage co-operative
interconnectivity.
Capitalizing on the strength of our existing co-operative infrastructure

76. Build an international
internship exchange
program.
Facilitate Inter-Co-operative
Collaboration
Capitalizing on the strength of our existing co-operative infrastructure

77. Initiate a branded disaster
relief program.
Facilitate Inter-Co-operative
Collaboration
Capitalizing on the strength of our existing co-operative infrastructure
CO-OP
Relief

78. Connect experienced
retirees with new co-ops
for guidance. (like
SCORE)
Spur Growth of Co-ops
The key to success is growing the movement

79. Engage business schools
and college students to
educate on the benefits of
co-operative business
models.
Spur Growth of Co-ops
The key to success is growing the movement

81. Before We Can
Begin, We Must
Come Together.
TAPPING INTO THE INFLUENCE, IDEAS, AND INSPIRATION OF THE GROUP IS ESSENTIAL.

84. TOGETHER WE ARE
STRONG.
120 Million
Members
140 Million
Customers
2.1 Million
Employees