The document discusses market trends in 2012 and provides a look ahead to 2013. Some key points:
- In 2012, concerns about economic, environmental and government stability increased, eroding confidence. Sustainability became more interconnected.
- Grassroots citizen activism grew through organizations like Greenpeace and Occupy Wall Street. Local alternative economies and sharing economies also expanded.
- The document asserts that future leadership will require brands to establish themselves as platforms for purpose and collaborate to drive sustainable innovation.
- Looking to 2013, it suggests the "revolution" is over and attention should turn to continuous innovation to create meaningful value for both businesses and society. It reaffirms the role of brands in shaping what is considered
The Future of Reputation - People's Insights MagazineMSL
Our reputation management experts in France, Brazil, the US, UK, Germany, India, the Netherlands, China and Poland, explore the evolving definition of reputation, how it can be protected, and how its sustainability can be assured for the future.
A Chance for Change: The Tipping Point for Sustainable BusinessMSL
In 'A Chance for Change: The Tipping Point for Sustainable Business', we feature the voices of inspiring millennials, sustainability leaders and industry experts, and highlight the diverse initiatives already in play.
We hope this report reassures you that change is coming, and inspires you to be a part of the journey. If you are looking for a partner in developing your sustainability story, start a conversation with us today.
We hope you enjoy reading this report and invite you to share your feedback and tips with us @PeoplesLab or reach out to us on Twitter @msl_group.
Interbrand Best Global brands report 2021Social Samosa
The Interbrand Best Global Brands report highlights the top 100 brands for 2021. Overall, the average brand value increase of the Best Global Brands is 10% in 2021, compared to 1.3% in 2020.
Role of Millennials and their Impact on Reputation ManagementMSL
Pascal Beucler assesses why Millennials are a generation that matters. They are a highly influential force. And their importance is only skyrocketing. If you’re not where Millennials expect you to be, you’re nowhere. Millennials strongly impact reputation in their roles as: consumers, employees & brand advocates.
We hope you enjoy reading this presentation and invite you to share your feedback and tips with @pbeucler or reach out to us on Twitter @msl_group.
Government or nonprofits are usually the institutions we associate with influencing public behavior in support of socially desirable outcomes. But increasingly, there is a role that businesses can and should play in this space. By doing so, they deepen relationships with customers and boost growth while contributing to social good. In From Cause to Change: The business of behavior, Bess Bezirgan, Tom Beall, Jennifer Wayman, and Michael Briggs – the leaders of Ogilvy Public Relations' new global practice, OgilvyEngage – discuss how businesses can harness the power of behavior change and show that what’s good for individuals and good for society can also be good for business.
The Future of Reputation - People's Insights MagazineMSL
Our reputation management experts in France, Brazil, the US, UK, Germany, India, the Netherlands, China and Poland, explore the evolving definition of reputation, how it can be protected, and how its sustainability can be assured for the future.
A Chance for Change: The Tipping Point for Sustainable BusinessMSL
In 'A Chance for Change: The Tipping Point for Sustainable Business', we feature the voices of inspiring millennials, sustainability leaders and industry experts, and highlight the diverse initiatives already in play.
We hope this report reassures you that change is coming, and inspires you to be a part of the journey. If you are looking for a partner in developing your sustainability story, start a conversation with us today.
We hope you enjoy reading this report and invite you to share your feedback and tips with us @PeoplesLab or reach out to us on Twitter @msl_group.
Interbrand Best Global brands report 2021Social Samosa
The Interbrand Best Global Brands report highlights the top 100 brands for 2021. Overall, the average brand value increase of the Best Global Brands is 10% in 2021, compared to 1.3% in 2020.
Role of Millennials and their Impact on Reputation ManagementMSL
Pascal Beucler assesses why Millennials are a generation that matters. They are a highly influential force. And their importance is only skyrocketing. If you’re not where Millennials expect you to be, you’re nowhere. Millennials strongly impact reputation in their roles as: consumers, employees & brand advocates.
We hope you enjoy reading this presentation and invite you to share your feedback and tips with @pbeucler or reach out to us on Twitter @msl_group.
Government or nonprofits are usually the institutions we associate with influencing public behavior in support of socially desirable outcomes. But increasingly, there is a role that businesses can and should play in this space. By doing so, they deepen relationships with customers and boost growth while contributing to social good. In From Cause to Change: The business of behavior, Bess Bezirgan, Tom Beall, Jennifer Wayman, and Michael Briggs – the leaders of Ogilvy Public Relations' new global practice, OgilvyEngage – discuss how businesses can harness the power of behavior change and show that what’s good for individuals and good for society can also be good for business.
The Futures Company presented a workshop which allowed businesses to take a closer look at their customer and the global consumer trends ensuring their business is fit for future opportunities. Use of this work should be referenced to The Futures Company
Moving gradually but with the brute force of a tsunami, the natural movement is flowing through every aisle in every store near you, churning up tough questions for every growth-minded consumer-facing business and its innovation efforts.
In our newest white paper, we examine this movement and how we believe it will impact businesses globally.
Future of identity Singapore - 3 july 2015 lrFuture Agenda
As part of the global future agenda programme we are adding in an extra event in Singapore on 3 July. This is focused on the future of identity and draws together different issues raised about this and related topics from several strands of the future agenda events to date. The aim of the event is to critique, enhance, add and build a clearer view of how our views of identity and loyalty, especially to sport and faith, will change over the next decade and what will be some of the key impacts and implications. This documents is the starting point for this discussion.
How can big businesses can innovate in a world that favors the underdog?
The way businesses need to organize and behave has fundamentally shifted. Across industries, companies, and organizational functions, we have heard many of the world’s most innovative companies echo the same challenge: businesses must urgently embrace a more nimble and entrepreneurial approach in order to stay competitive. We call this challenge of how big companies can leverage scale while staying innovative “big entrepreneurship.” The Paradox of Scale is one of five pieces in our report, Big Entrepreneurship, aimed at deconstructing some of the complex challenges around big entrepreneurship and provide actionable insights for business leaders.
This report was created by Fahrenheit 212, a global innovation strategy and design firm. We define innovation strategies and develop new products, services, and experiences that create sustainable, profitable growth for our clients. We challenge the belief that innovation is inherently unreliable and have spent the last decade designing the method, building the model, and assembling the minds to make innovation a predictable driver of growth for our clients' businesses.
SDG Signals - SBTribe Research by Salterbaxter MSLMSL
It’s been two years since the launch of the SDGs and the UN’s recent progress report highlights that support is uneven and needs to accelerate. New data sources, including
social media, continue to be vital tools to measure, monitor and report progress.
SDG Signals uncovers new insights about SDG communications online and which areas, people and brands are cutting through. We explore the overall SDG online conversation, providing clear opportunities for differentiation, with initial comparisons from the Technology and Food & Beverage sectors. Future editions will put the spotlight on other specific sectors and issue areas.
We invite you to explore Collaborative Consumption in the latest edition of Lacuna Radar Quarterly.This focused report sets out to demystify this disruptive system of shared production and consumption, and identifies key industries and brands embracing Collaborative Consumption. For any innovation manager, brand decision-maker or value-chain designer looking to leverage the power of sharing networks and to learn about the growing importance of reputation as currency, this report is a must-read.
For a link to the reader on our website, follow the link here -http://www.lacunaradar.com/#section-lacuna-radar-quarterly
Greg Savage, Fire Brand Talent - 'Talent attraction & Retention in the Digita...iStrategy
iStrategy Conference Melbourne 2011: Greg Savage, CEO, Fire Brand Talent, 'Talent attraction & Retention in the Digital Age' - Session Case Study (Day One)
Measuring Meaning: The Evolution of Brand Value and What to Do About ItSustainable Brands
These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit http://www.sustainablebrands.com/digital_learning/brand_innovation/measuring-meaning-evolution-brand-value-what-do-about-it
Presentation Jorge Cerveira Pinto Iii Debate Lisbon 2009Dianova
The Use of Cultural and Artistic Events and Contexts in Companies’ Communication Strategies, by Jorge Cerveira Pinto, Managing Director at Agência Inova, at the III Regional Debate EACD Lisbon, 19th may 2009, under the theme "The Art of Cultural Communications"
The Role of Eco-Labeling and Certification in Sustainable Brands Success - Bi...Sustainable Brands
The Role of Eco-Labeling and Certification in Sustainable Brands Success -- Moderated by Rob Cameron (MP), Executive Director, SustainAbility, Nestor Coronado Palma (M), Senior Sustainable Business Development and Supply Chain Management, Philips, Alex Cole (St), Corporate Affairs Director, Sainsbury's, Bill Eyres(st), Head of Sustainability, O2
Inria - leaflet of research centre Bordeaux Sud-Ouest,Inria
Inria Bordeaux – Sud-Ouest is located on the university campuses of Bordeaux and Pau. With its academic and industrial partners it conducts research in computational sciences and technologies (computer sciences, mathematics and robotics) enhanced by technology transfers and innovation in a particularly stimulating and dynamic region of France.
The Futures Company presented a workshop which allowed businesses to take a closer look at their customer and the global consumer trends ensuring their business is fit for future opportunities. Use of this work should be referenced to The Futures Company
Moving gradually but with the brute force of a tsunami, the natural movement is flowing through every aisle in every store near you, churning up tough questions for every growth-minded consumer-facing business and its innovation efforts.
In our newest white paper, we examine this movement and how we believe it will impact businesses globally.
Future of identity Singapore - 3 july 2015 lrFuture Agenda
As part of the global future agenda programme we are adding in an extra event in Singapore on 3 July. This is focused on the future of identity and draws together different issues raised about this and related topics from several strands of the future agenda events to date. The aim of the event is to critique, enhance, add and build a clearer view of how our views of identity and loyalty, especially to sport and faith, will change over the next decade and what will be some of the key impacts and implications. This documents is the starting point for this discussion.
How can big businesses can innovate in a world that favors the underdog?
The way businesses need to organize and behave has fundamentally shifted. Across industries, companies, and organizational functions, we have heard many of the world’s most innovative companies echo the same challenge: businesses must urgently embrace a more nimble and entrepreneurial approach in order to stay competitive. We call this challenge of how big companies can leverage scale while staying innovative “big entrepreneurship.” The Paradox of Scale is one of five pieces in our report, Big Entrepreneurship, aimed at deconstructing some of the complex challenges around big entrepreneurship and provide actionable insights for business leaders.
This report was created by Fahrenheit 212, a global innovation strategy and design firm. We define innovation strategies and develop new products, services, and experiences that create sustainable, profitable growth for our clients. We challenge the belief that innovation is inherently unreliable and have spent the last decade designing the method, building the model, and assembling the minds to make innovation a predictable driver of growth for our clients' businesses.
SDG Signals - SBTribe Research by Salterbaxter MSLMSL
It’s been two years since the launch of the SDGs and the UN’s recent progress report highlights that support is uneven and needs to accelerate. New data sources, including
social media, continue to be vital tools to measure, monitor and report progress.
SDG Signals uncovers new insights about SDG communications online and which areas, people and brands are cutting through. We explore the overall SDG online conversation, providing clear opportunities for differentiation, with initial comparisons from the Technology and Food & Beverage sectors. Future editions will put the spotlight on other specific sectors and issue areas.
We invite you to explore Collaborative Consumption in the latest edition of Lacuna Radar Quarterly.This focused report sets out to demystify this disruptive system of shared production and consumption, and identifies key industries and brands embracing Collaborative Consumption. For any innovation manager, brand decision-maker or value-chain designer looking to leverage the power of sharing networks and to learn about the growing importance of reputation as currency, this report is a must-read.
For a link to the reader on our website, follow the link here -http://www.lacunaradar.com/#section-lacuna-radar-quarterly
Greg Savage, Fire Brand Talent - 'Talent attraction & Retention in the Digita...iStrategy
iStrategy Conference Melbourne 2011: Greg Savage, CEO, Fire Brand Talent, 'Talent attraction & Retention in the Digital Age' - Session Case Study (Day One)
Measuring Meaning: The Evolution of Brand Value and What to Do About ItSustainable Brands
These slides were presented at the Sustainable Brands London 2013 Conference, to view the associated video or listen to the audio of the presentation please visit http://www.sustainablebrands.com/digital_learning/brand_innovation/measuring-meaning-evolution-brand-value-what-do-about-it
Presentation Jorge Cerveira Pinto Iii Debate Lisbon 2009Dianova
The Use of Cultural and Artistic Events and Contexts in Companies’ Communication Strategies, by Jorge Cerveira Pinto, Managing Director at Agência Inova, at the III Regional Debate EACD Lisbon, 19th may 2009, under the theme "The Art of Cultural Communications"
The Role of Eco-Labeling and Certification in Sustainable Brands Success - Bi...Sustainable Brands
The Role of Eco-Labeling and Certification in Sustainable Brands Success -- Moderated by Rob Cameron (MP), Executive Director, SustainAbility, Nestor Coronado Palma (M), Senior Sustainable Business Development and Supply Chain Management, Philips, Alex Cole (St), Corporate Affairs Director, Sainsbury's, Bill Eyres(st), Head of Sustainability, O2
Inria - leaflet of research centre Bordeaux Sud-Ouest,Inria
Inria Bordeaux – Sud-Ouest is located on the university campuses of Bordeaux and Pau. With its academic and industrial partners it conducts research in computational sciences and technologies (computer sciences, mathematics and robotics) enhanced by technology transfers and innovation in a particularly stimulating and dynamic region of France.
TrendsSpotting's 2010 Consumer Trends Influencers: Predictions in 140 CharactersTaly Weiss
"2010 Consumer Trends Influencers" is the second report from the series "2010 Influencers Series: Trend Predictions in 140 Characters".
TrendsSpotting Market Research is now running its third annual prediction reports following major trends in six categories. We will be featuring the predictions of digital and marketing experts on the big changes awaiting us in the coming year.
This year we are adopting a new “tweet style” format, easier for you to focus on, comprehend and forward.
2016 Predictions for the Luxury Industry: Executive SummaryPosLux
In this report, we identify the most impactful events of 2015 and look forward to the biggest trends of 2016 in the world of luxury and sustainability.
2015 propelled the luxury industry forward when it comes to how they think about sustainability. The biggest shift, (and one of the most important ones to help accelerate changes from the top down), is the rise in demand from investment communities for sustainable business models. For years, investors have focused on a company’s financial performance and determined if purchasing stock was worth it based on if the company was profitable. Now, sustainable investing strategies are growing, as investors are realising that performance is intertwined in future social and environmental impact.
C-suites are starting to realise that in order to keep creating value, and accelerating growth they must invest in and improve how their company impacts society as a whole, and most importantly how they communicate that positive impact.
There is one group in particular that aligns with this concept more than any other. Millennials are almost three times as likely to look to work for a company because of its social and environmental practices(1).
And the demand from affluent millennials doesn’t stop at employment opportunities. 2015 saw millennials using their spending power more and more to vote for companies who positively impact society and the environment – in fact – they are twice as likely to buy from brands with strong management of environmental and social issues(2).
2015 was also the year governments and world leaders took action too. With the launch of the Sustainability Development Goals, COP 21, and the passing of the Modern Slavery Act, creating, maintaining and growing companies with a positive social and environmental impact will soon become a legal obligation.
All these changes have left luxury companies with no option but to improve as the potential for sales and stocks to plummet increases, and the hand of the law hangs over them.
With that in mind, we look forward to 2016 and the trends that will help luxury companies continue on their sustainability journey. New innovations, communication techniques and constant evaluations of how consumers view brands will allow companies to keep marching forward in the fight to stay at the top of their game in a world that demands socially and environmentally responsible brands more than ever before.
2016 Predictions for the Luxury Industry: Executive SummaryPosLux
In this report, we identify the most impactful events of 2015 and look forward to the biggest trends of 2016 in the world of luxury and sustainability.
2015 propelled the luxury industry forward when it comes to how they think about sustainability. The biggest shift, (and one of the most important ones to help accelerate changes from the top down), is the rise in demand from investment communities for sustainable business models. For years, investors have focused on a company’s financial performance and determined if purchasing stock was worth it based on if the company was profitable. Now, sustainable investing strategies are growing, as investors are realising that performance is intertwined in future social and environmental impact.
C-suites are starting to realise that in order to keep creating value, and accelerating growth they must invest in and improve how their company impacts society as a whole, and most importantly how they communicate that positive impact.
There is one group in particular that aligns with this concept more than any other. Millennials are almost three times as likely to look to work for a company because of its social and environmental practices(1).
And the demand from affluent millennials doesn’t stop at employment opportunities. 2015 saw millennials using their spending power more and more to vote for companies who positively impact society and the environment – in fact – they are twice as likely to buy from brands with strong management of environmental and social issues(2).
2015 was also the year governments and world leaders took action too. With the launch of the Sustainability Development Goals, COP 21, and the passing of the Modern Slavery Act, creating, maintaining and growing companies with a positive social and environmental impact will soon become a legal obligation.
All these changes have left luxury companies with no option but to improve as the potential for sales and stocks to plummet increases, and the hand of the law hangs over them.
With that in mind, we look forward to 2016 and the trends that will help luxury companies continue on their sustainability journey. New innovations, communication techniques and constant evaluations of how consumers view brands will allow companies to keep marching forward in the fight to stay at the top of their game in a world that demands socially and environmentally responsible brands more than ever before.
The Virtuous Struggle for Sustainabilty Leads to Meaningful (and Profitable) ...Hugues Rey
The search for meaning in communication and marketing is a virtuous circle that benefits all parties: the consumer, the company and its employees, the shareholders, and society in general. More than ever, the search for purpose goes beyond sustainability and encompasses a more holistic model of collective well-being. Discover this new reality through concrete and local examples.
Collectively Review 2014-2016: making sustainable ways of living the new normalWill Gardner
In October 2014, Collectively (www.collectively.org) was born. Our aim was to engage young people around the world in sustainable ways of living and consuming, through the power of compelling content and collaborative action.
Sponsored by more than thirty of the world's leading multinational companies, and with a powerful and passionate network of NGO collaborators and changemakers, over the last two years we've learnt a lot about great sustainability storytelling; collaboration; and giving the next generation the opportunity and inspiration to drive change.
This is a review of what we've done, what we've achieved and what we've learnt - so far. If you've got feedback, let us know: team@collectively.org.
Traditional communication is giving way to innovative approaches and tools that are shaping a new kind of communication focused on people.
Corporate communication is transforming into a dialogue that promotes listening and learning due to the social changes accelerated by new technologies, stakeholders’ extensive experience of relations with companies, globalization and the opening of different markets.
Communication and reputation management are based currently on a positive promotion and need to be open to share its business experience, culture and projects. Now the aim is to create real connections and achieve explicit support by upholding causes that go beyond purely business and economic goals.
According to Interbrand, brand accounts for 38% of a company’s total value and it is important ton consider it as a key element that forms commitment and long-term attachment by stakeholders.
There are ten dimensions determine a brand’s strength and its position in the market and the society: relevance, authenticity, accessibility, differentiation, consistency, exposure, clarity, commitment, responsiveness and protection.
Companies need to understand that brands can transform and improve societies. But in order to achieve this level, organizations need to behave seriously, coherently and ethically to improve their reputational profile in the eyes of the society and their stakeholders.
To better understand how this affects communication, this document explains the case of Nestlé: Several years ago some brand attributes of the company started deteriorating because they were associated with some burning international problems, such as child labour and fair trade. This delivered a blow to the company’s reputation and urged the company to strengthen its leadership in the area, reinstating its positive and ethical association with nutrition.
Besides, the role of the Communications Director is acquiring increasingly strategic and holistic perspective which in practice means the following: more globalization and responsibility, more listening and transparency, more coordination and reputation, more development and adaptation.
Communication in its traditional form is no longer useful. Pure communication is not able to create a link with the stakeholders and influence the society. In order to achieve it, companies simply have to do what they say rather than talk about what they will do in future. Intangible assets, especially identity and reputation, allow companies to align the discourse and the project in a mutually beneficial dialogue. Values should not only be stated, but also practiced in everyday activities.
Generous Brands 2.0: Retail’s ongoing journey towards the greater goodFITCH
Emotional connection with shoppers has always sat at the heart of the essence of our industry, and yet there are still precious few retailers putting their money where their mouths are towards a new agenda of social wellbeing.
5 years ago FITCH identified the move towards this trend with its Generous Brands white paper, a ground breaking challenge to the retail industry to take up the mantle and to change both operations and culture from a focus solely on the bottom line to one marrying commercial realities with a responsibility towards a higher purpose.
The time has come to revisit this topic as retail finds itself poised at a moment of profound change – most pointedly the approaching dominance of Gens Y and Z on the shopping landscape, collectively the largest block of consumers in history and by far the most socially conscious.
Against this backdrop it is more important now than ever before for brands and retailers to align their higher purpose with their business goals. Only then will they become not only unique, but relevant and memorable to those that they seek to serve.
21st century smart digital infrastructure changes the way we manage, power and move economic life. We should consider innovation as an opportunity to move forward.
Building Brand Value through Upcycling: How Creativity, Marketing and Social ...
Context & trends
1. CONTEXT & TRENDS
Review of 2012 Market Context and a
12/12/2012
Look Ahead
2. In 2012: Sustainability as a “Revolution
of Interconnectivity” Takes Hold
Ongoing financial meltdown erodes confidence in stability
of global economic systems
Earthquakes, floods, hurricanes, freak snowstorms -- and
resulting impacts -- drives increased concern about eco-
systems stability
Failure of government to provide solutions erodes
confidence in government
Continued unemployment, increasing divide between
haves, have nots, while businesses hoard cash, PLUS
increasing consumer awareness of materiality issues
erodes confidence in business as a trusted
partner/provider
3. “Consumer as Citizen” Gathers Steam,
and the Shift Picks Up Speed.
From NGO to Citizen Activism: Greenpeace, to
change.org, to Arab Spring, to #occupywallstreet, to
moveyourmoney.org
Local/alternative economy experiments percolate:
From farm to table, to TransitionTowns, LET‟s Movement,
barter support tools, and micropayment for micro jobs
businesses start up
Sustainable (Creative, Collaborative) Consumption
Takes Off: AirBnB, RelayRides, Backyard Gardens ++
Mark Zuckerberg’s Law of Sharing: Sharing/Caring will
double each year and what starts on line, doesn‟t stay
online: http://www.economist.com/node/21537000
4. We Asserted that The Future Will be Lead by
Brands That…
Establish Themselves as Platforms for Purpose
Move Beyond Incremental to Revolutionary
Innovation
Collaborate to Drive a Sustainable Economy
With citizens, with Civil Society, with the value
network, including each other
5. We Aligned Around 3 Point Shared Agenda
1. How might we develop and demonstrate new
forms of ROI for sustainable innovation?
2. How might we support and encourage more to
“revolutionary” innovation?
3. How might we collaborate to shift consumer
demand/behavior
6. 2012 at Sustainable Brands
Global community continued to grow:
Added new corporate members (Caesars, Sprint,
Clarke, E-Bay)
SustainableBrands.com unique visitors up 60% to c.
280k – time on sight, page views, return visits all up
Email/Social Media Engagement up 100%+ across all
channels
SB‟12 attendance up 60% from 800-1300
New Metrics expanded to 2 days, doubled attendance
SB London – 468 attendees from 25 countries for 1st
offshore event; 50 including live stream audience
Announced partnerships for SB Rio/SB Istanbul
Added key team members/broke even again (?!)
7. From Revolution to Renaissance
1. “Awareness” of personal and collective
sustainability issues nearly universal on some
level, though engagement varies wildly for
various reasons
2. Global shift in values is well underway, narrowing
the window for brands to demonstrate
leadership, capture new market positions by
offering new forms of value
3. Michael Porter‟s focus on competitive advantage
DOA? -- Attention turns forward, toward
continuous innovation, value creation
9. In 2013 We Explore the Next Frontier
We believe the case has been made, the
“Revolution” if you will is over, and already
countless unencumbered innovators have moved
on, generating hundreds of millions of dollars of
new economic activity through entirely disruptive
business models that support this thesis.
For brands to maintain their leadership, they will
need to work double time on continuous learning
and innovation, becoming much braver about
being self-disruptive, or be caught unaware by
outside disruption.
10. From Mainstream Green to
Meaningful Brands
Ogilvy, GFK, National Geo research claims
widespread interest in green, but declining
engagement
Havas points out only 20% feel brands are
making a noticeable improvement in our
individual or collective well-being or quality of
life, and claim most would not care if 70% of
brands they use disappeared
BBMG identifies “Aspirational” paradox, Rene
Lertzmen writes about the green “tangle”.
11. Digging Deeper Into New Forms of
Value Creation for Brands
Havas defines „Meaningful Brands‟ based on:
50% on brand impact on personal well-being:
Physical, economic, emotional, intellectual, social
(sense of connectedness) and “natural” (or
„spiritual‟ – values, sustainability, sense of
purpose or meaning)
50% on brand contribution to „collective
sustainable futures‟ on: environment, community,
workplace, economy, governance, ethics
Ci – Continues Shift Trend Study, Ties Happiness
to Sustainable Brands…
19. On Trend: New Metrics of Sustainability
In addition to the Happiness Index…
SAC Higg‟s Index
EP&L
Human Capital on the Balance Sheet
Sustainability Performance KPI‟s
Sustainable Innovation turned spin-off
20. Reaffirming the 21st Century Role of Brand
Business is uniquely equipped to efficiently
create value, but BRAND helps shape what
business and society defines as valuable.
21. Reaffirming the 21st Century Role of Brand
For Business, Brand is the Reason for Being
“Our brand story tells us who we are, what we do, how we do
it. It is a tool for creating stakeholder alignment and for
prioritizing the use of resources.”
KoAnn Skrzyiarz, Sustainable Brands
To fully leverage the potential value of a focus on
environmental and social impact we must move to
embed meaning/sustainable value creation into the core
of our brands, turning our brands into “platforms for
purpose” (Nike, SB‟10)
http://www.sustainablebrands.com/digital_learning/event
-video/nike-better-world
22. Reaffirming the 21st Century Role of Brand
For Society, Brands Drive Our Aspirations/Ideals
“In a connected world, familiarity is not enough to
differentiate, create preference, build loyalty. In 2012 a
brand must respond to our growing need for connection,
purpose, meaning, and must authentically respond to the
fact that we live in world of finite resources ”
We must return to being thought and culture leaders
that lead the way to a flourishing future.
23. Reaffirming the 21st Century Role of Brand
For Society, Brands Drive Our Aspirations/Ideals
“In a connected world, familiarity is not enough to
differentiate, create preference, build loyalty. In 2012 a
brand must respond to our growing need for connection,
purpose, meaning, and must authentically respond to the
fact that we live in world of finite resources ”
Brands must return to being thought and culture
leaders that lead the way to a flourishing future.
24. In 2013: Can We Affirm…?
Brand‟s role in business and society
The need to establish our brands as “Platforms for
Purpose” by embedding sustainable value into
their DNA through „systemic authenticity‟
The need to move beyond incremental to
continuous, breakthrough, purpose driven
innovation designed to connect with customers on
a more meaningful level
Our commitment to collaborate with consumers,
civil society, our value network and each other to
drive a global sustainable economy
Define a set of concrete initiatives to work on
together toward this end
25. To Speak to our Team Further About These
Trends, please contact Patrick McCartan at
patrick@sustainablelifemedia.com
Consumers recognizing power, self organizing: In two months,#OWS gatherings have sprouted in 187 countries around the world.Between Sept. 29-Nov. 4, Credit Unions picked up 650 million new accounts and $4.5 Billion in deposits – more in one month than in all of 2010. In TX, credit unions saw 4x uptick in new deposits during the run up to Nov. 5Local Economy, alternative financing taking off – how can brands support?Sharing goods takes off – how can brands participate?Zuckerberg’s law, says, like Moore’s law, that the amount of ‘sharing’ on line will double each year. Social Media defies Sci Fi predictions, leads to connection vs. alienation Sees the shift from “I share(photos of kids) because they (grandparents) to “I care (about issues I wasn’t aware of before) because they share”. “Connections that start as emotional will become more tangible leading to incredible acts of generosity and bravery” (story about 9 year old girl killed in car accident who had earlier posted to raise $300 for well in Africa, raised $1.2 million post humously from strangers in her memory.
On #! – Discuss New Metrics Results/Report to come
Green Brands
Based on study of 50,000 consumers in 14 countries, across 300 brands in 10 industry segments
Based on study of 50,000 consumers in 14 countries, across 300 brands in 10 industry segments
Based on study of 50,000 consumers in 14 countries, across 300 brands in 10 industry segments
In a connected world BRAND takes on a deeper, more critical role.In business, brand extends from logo or position to purposeIn society, brand has become the enemy of consumers, and must return to a place of leadership
In a connected world BRAND takes on a deeper, more critical role.In business, brand extends from logo or position to purposeIn society, brand has become the enemy of consumers, and must return to a place of leadership