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TECHNOLOGY AND THE SPREADING OF A TRANSPARENCY CULTURE
AGENDA ,[object Object]
Set the stage for discussion about the connection between technology, human awareness and transparency for today’s brands.,[object Object]
How do companies deal with the speed in which consumers express their opinion on the web?
Is social media being correctly used by companies?	,[object Object]
HISTORY SLM launched in 2004 to help companies understand and leverage the changing context within which business will operate in the 21st Century.   .
MISSION To change the world through better brands.
POSITION We are the bridge to better brands.
TODAY Sustainable Life Media serves an influential community of over 40,000 sustainable business leaders via our events, newsletters, and website. Our flagship brand, The Sustainable Brands Conference, attracts drivers of innovation from the world’s best loved and most progressive brands. Some of the businesses we serve include:
OUR AUDIENCE We serve optimistic, passionate and courageous leaders who are pushing the envelope to create better brands and businesses. Whether business or sustainability executive, brand, PR, or marketing communications strategist or product design/innovation expert, our audience is: • Visionary • Creative • Proactive • Strategic • Influential • Collaborative
OURVOICE 1 Focused on opportunity and solutions rather than obstacles and criticism 2 Informed about what is, while presenting a sense of what could be 3 A catalyst and connector emphasizing mutual respect, inviting intelligent discourse and celebrating progress wherever it is found 4 Authentic, inclusive, transparent, resilient, adaptive and honest versus perfect
NOT A TREND, A SHIFT “What if the crisis of 2008 represents something much more fundamental than a deep recession? What if it's telling us that the whole growth model we created over the last 50 years is simply economically and ecologically unsustainable?”   Thomas Freidman, author Lexus & the Olive Tree,             Hot, Flat & Crowded,             The World is Flat
Technology EmpoweredGeneraTION
The Facebook generation is not fighting the establishment. They own it!
TODAY’S BRAND BATTLE    “Money is not the only scarcity in the world.  Chief among others are your time, and respect.  FREE shifts the economy from one that can only be quantified in dollars, to a more realistic accounting of all the things we truly  value today…”  				Chris Anderson   .
 Consumers want to go Green
17 Over 70% of consumers in China, India and Brazil plan to spend more on Green products next year Plan to spend the same Plan to spend more
But It’s is NOT Just About Green CI Shift 87% -- Feeling connected, having a sense of wellbeing 85% -- How employees are treated at companies 73% -- A sense of higher purpose 69% -- Knowing workers who make products I buy are treated fairly 64% -- Supporting local business 63% -- Concern about pollution 62% -- Search for spiritual vs. material contentment 58% -- Supporting local community 54% -- Responding to climate change 46% -- Buying eco-friendly products 28% -- Products that are Organic
Consum0rs’ 4 pillars of sustainability CI Shift Logo
.         STYMIED BY LACK OF CONFIDENCE 	                                                June, 2009    	July 2010	 Military	                                                82%                   76%	             Small business         		            67%          	    66% Police	                                                59% 		    59	% Organized religion	     			    52%	   	    48	% Medical system				    36%		    40%	 U.S. Supreme Court				    39%	             36%	 The presidency				    51%  	     	    36%	 Public schools					    38%	             34%		 Newspapers					    25%                   25%	 Banks						    22	%		    23%	 TV news						    23%	 	    22%	 Organized labor				    19%	             20%	 Big business					    16% 		    19% HMOs						    18%	 	    19%	 Congress						    17%	             11% Source: Gallup Poll, August 2010
The Rise of Social Media 78% trust consumer recommendations over advertising Social media is3Xmore credible 65%of people trust friends, 27% trust  experts for product recommendations 120 millionsocial media profiles -  each person averaging 2-3 networks (Sources: Nielsen Ratings, WOMMA, Yankelovich and Rapleaf Study)
What is Social Media? Using online resources to: Facilitate sharing Listen Create conversation Empower
Social Media vs. PR Bothwork to establish relationships PR establishesthirdparty credibility Social media eliminates third party,  createspeer-to-peerinteraction Two-waycommunication
Why Social Media? It istrustworthy,allows people toparticipatein thecampaign and brand, and allows you tolisten&understandyour audience. Restores Connection!
Luxury or Necessity? “Social Media has created a permanent shift in the way the world works” – Forrester If your business depends on a positive reputation then you have little choice than to explicitly manage that reputation online – Gartner
Best Practices Listen, Listen,Listen! Let goof your message Authenticity & Transparency  are key Only occupy the space where  you feel most comfortable Remember it’s aboutpeople, not technology
Sustainable Brands can play a leading role In meeting theUnique needs of today
“If your brand creates or underwrites a valuable conversation, you are accruing value to your brand, and more valuable brands, be they soap, computer chips, or charge cards, are brands folks will buy…”                                – John Battell
How can brands HELP US restore Our HUMANITY? “The only option is a change in the sphere of the spirit, in the sphere of human conscience. It’s not enough to invent new machines, new regulations, new institutions. We must develop a new understanding of the true purpose of our existence on this Earth. Only by making such a fundamental shift will we be able to create new models of behavior and a new set of values for the planet”.                                           Vaclav Havel
Resources http://www.sustainablelifemedia.com /Newsletters /Insights /Digital-Learning /Events http://www.cohnwolfe.com/en/white-papers/green-brands-survey-2010
SOME IMPACTS TO ADDRESS ,[object Object]

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Koann Vikoren Skrzyniarz - Susteinable Life Media - painel 3

  • 1. TECHNOLOGY AND THE SPREADING OF A TRANSPARENCY CULTURE
  • 2.
  • 3.
  • 4. How do companies deal with the speed in which consumers express their opinion on the web?
  • 5.
  • 6. HISTORY SLM launched in 2004 to help companies understand and leverage the changing context within which business will operate in the 21st Century. .
  • 7. MISSION To change the world through better brands.
  • 8. POSITION We are the bridge to better brands.
  • 9. TODAY Sustainable Life Media serves an influential community of over 40,000 sustainable business leaders via our events, newsletters, and website. Our flagship brand, The Sustainable Brands Conference, attracts drivers of innovation from the world’s best loved and most progressive brands. Some of the businesses we serve include:
  • 10.
  • 11. OUR AUDIENCE We serve optimistic, passionate and courageous leaders who are pushing the envelope to create better brands and businesses. Whether business or sustainability executive, brand, PR, or marketing communications strategist or product design/innovation expert, our audience is: • Visionary • Creative • Proactive • Strategic • Influential • Collaborative
  • 12. OURVOICE 1 Focused on opportunity and solutions rather than obstacles and criticism 2 Informed about what is, while presenting a sense of what could be 3 A catalyst and connector emphasizing mutual respect, inviting intelligent discourse and celebrating progress wherever it is found 4 Authentic, inclusive, transparent, resilient, adaptive and honest versus perfect
  • 13. NOT A TREND, A SHIFT “What if the crisis of 2008 represents something much more fundamental than a deep recession? What if it's telling us that the whole growth model we created over the last 50 years is simply economically and ecologically unsustainable?” Thomas Freidman, author Lexus & the Olive Tree, Hot, Flat & Crowded, The World is Flat
  • 15. The Facebook generation is not fighting the establishment. They own it!
  • 16. TODAY’S BRAND BATTLE “Money is not the only scarcity in the world. Chief among others are your time, and respect. FREE shifts the economy from one that can only be quantified in dollars, to a more realistic accounting of all the things we truly value today…” Chris Anderson .
  • 17. Consumers want to go Green
  • 18. 17 Over 70% of consumers in China, India and Brazil plan to spend more on Green products next year Plan to spend the same Plan to spend more
  • 19. But It’s is NOT Just About Green CI Shift 87% -- Feeling connected, having a sense of wellbeing 85% -- How employees are treated at companies 73% -- A sense of higher purpose 69% -- Knowing workers who make products I buy are treated fairly 64% -- Supporting local business 63% -- Concern about pollution 62% -- Search for spiritual vs. material contentment 58% -- Supporting local community 54% -- Responding to climate change 46% -- Buying eco-friendly products 28% -- Products that are Organic
  • 20. Consum0rs’ 4 pillars of sustainability CI Shift Logo
  • 21. . STYMIED BY LACK OF CONFIDENCE June, 2009 July 2010 Military 82% 76% Small business 67% 66% Police 59% 59 % Organized religion 52% 48 % Medical system 36% 40% U.S. Supreme Court 39% 36% The presidency 51% 36% Public schools 38% 34% Newspapers 25% 25% Banks 22 % 23% TV news 23% 22% Organized labor 19% 20% Big business 16% 19% HMOs 18% 19% Congress 17% 11% Source: Gallup Poll, August 2010
  • 22. The Rise of Social Media 78% trust consumer recommendations over advertising Social media is3Xmore credible 65%of people trust friends, 27% trust experts for product recommendations 120 millionsocial media profiles - each person averaging 2-3 networks (Sources: Nielsen Ratings, WOMMA, Yankelovich and Rapleaf Study)
  • 23. What is Social Media? Using online resources to: Facilitate sharing Listen Create conversation Empower
  • 24. Social Media vs. PR Bothwork to establish relationships PR establishesthirdparty credibility Social media eliminates third party, createspeer-to-peerinteraction Two-waycommunication
  • 25. Why Social Media? It istrustworthy,allows people toparticipatein thecampaign and brand, and allows you tolisten&understandyour audience. Restores Connection!
  • 26. Luxury or Necessity? “Social Media has created a permanent shift in the way the world works” – Forrester If your business depends on a positive reputation then you have little choice than to explicitly manage that reputation online – Gartner
  • 27. Best Practices Listen, Listen,Listen! Let goof your message Authenticity & Transparency are key Only occupy the space where you feel most comfortable Remember it’s aboutpeople, not technology
  • 28. Sustainable Brands can play a leading role In meeting theUnique needs of today
  • 29. “If your brand creates or underwrites a valuable conversation, you are accruing value to your brand, and more valuable brands, be they soap, computer chips, or charge cards, are brands folks will buy…” – John Battell
  • 30. How can brands HELP US restore Our HUMANITY? “The only option is a change in the sphere of the spirit, in the sphere of human conscience. It’s not enough to invent new machines, new regulations, new institutions. We must develop a new understanding of the true purpose of our existence on this Earth. Only by making such a fundamental shift will we be able to create new models of behavior and a new set of values for the planet”. Vaclav Havel
  • 31. Resources http://www.sustainablelifemedia.com /Newsletters /Insights /Digital-Learning /Events http://www.cohnwolfe.com/en/white-papers/green-brands-survey-2010
  • 32.
  • 33. How do companies deal with the speed in which consumers express their opinion on the web?
  • 34.

Editor's Notes

  1. The number of voluntary social and non-profit organizations dedicated to societal and environmental concerns has surpassed the one million mark. For simplicity, imagine each unites efforts of only 10 people, whether volunteers or employees – that equates to ten million activists == many pursuing visions of social equity or healthy ecology with as much strategy, efficiency, rigor and innovativeness as any well run business.
  2. The technology of Web 2.0 is meeting with the demography of Generation Y, with each acting as an accelerant for the other. “At no point since the 1960s have young people worn their causes so openly–but this time around, the Facebook Generation is not fighting the establishment. They own it. For today’s superwired, always-on, live-life-in-public young Americans, the causes you support define who you are. Societal aspirations have so permeated the ‘net-native’ population that causes have become like musical tastes, style choices, and ‘blog bling’.” More than just the attitudes and technological inclinations, the sheer size of the Millennial Generation is staggering. It is “estimated at 80 million Americans. Indeed, there are twice as many millennials as Gen-Xers and already a million more millennials alive than Baby Boomers.”26% have voted30% have boycotted a product within the last year ‘because of the conditions under which it was made or the values of the company that made it.’36% have volunteered within the last year. And here is a number that the nation’s consumer marketers should consider tattooing on some portion of their bodies: 61% of Americans born between 1979 and 2001 ‘feel personally responsible for making a difference in the world,’ and74% said they are more likely to ‘pay attention to a company’s overall messages when they see that the company has a deep commitment to a cause.’”
  3. Economic stability, fairness and equity, a sense of purpose or meaning, authenticity and trust.
  4. Personal health and economic stability, social fairness and equity, environmental sustainability and a sense of purpose or meaning, authenticity and trust.