In this data-rich session, top-notch researchers will share their latest insights into what is happening in 2014 around customer engagement with brands' environmental and social sustainability promises. Researchers will each present their latest data, followed by a discussion around comparing methodologies, gleaning additional insight on the spot, and identifying knowledge gaps by looking at the landscape of available data. Expect a wealth of hard information, accompanied by a great opportunity for Q&A with researchers and peers to help inform your strategy for 2014 and beyond.
The document summarizes the key findings of the 2013 Cone Communications/Echo Global CSR Study, which surveyed over 10,000 consumers across 10 countries. The main findings are:
1) Corporate social responsibility (CSR) is no longer optional for companies and consumers expect companies to address social and environmental issues through how they operate their business and develop products/services.
2) The top issue consumers want companies to address is economic development, followed by the environment, human rights, and poverty/hunger.
3) Consumers primarily want companies to create impact through changing how they operate, followed by developing new products/services.
4) Engaging in CSR enhances companies' reputation, increases consumer
How Corporate Social Responsability is changing the behavour of customers ove...the Humans' Network
The document summarizes the key findings of the 2013 Cone Communications/Echo Global CSR Study, which surveyed over 10,000 consumers across 10 countries. Some of the main points include:
- Corporate social responsibility is no longer optional for companies and is considered a "must-do" by consumers.
- Consumers expect companies to go beyond the minimum legal standards and make meaningful changes to their operations and supply chains to address social and environmental issues.
- While expectations for CSR are high, most consumers are tolerant of companies that are honest about their efforts, even if not yet perfect.
- Economic development, the environment, human rights, and poverty/hunger are the top issues consumers want companies
This document discusses strategies for closing the sustainability gap between people's claimed sustainable behaviors and their actual behaviors. It summarizes research finding large discrepancies between what people say they do, like using renewable energy, and what they actually do. The document then profiles different types of Chinese consumers and discusses pathways to encourage mainstream sustainable behaviors through products, incentives, dialogue, and empowering different groups to embrace sustainability.
The document discusses how businesses and brands can benefit from adopting a social purpose and engaging in mutually beneficial marketing with consumers. It cites survey findings that over 80% of consumers feel it is important for companies to support good causes even during recessions. The document provides examples of companies like General Mills and its Box Tops for Education program that have seen commercial gains from cause marketing. It argues that adopting a clear social purpose can help differentiate brands and foster stronger emotional connections and loyalty with conscious consumers.
While we have been relatively good at getting people to believe in the importance of more sustainable behaviors, practices, and purchases, we
have been unable to convert this belief fully into action. The following charts — calculated by comparing the percentage of consumers who stated
that this green activity was very important or important to them to the percentage who stated they “usually do” this activity — prove the point.
Nielsen Global Corporate Social Responsibility Report - June 2014Lawrence Newman
1) Consumers say they care about corporate social responsibility, but do their actions follow? A global survey found that over half of respondents are willing to pay extra for sustainable products and services, and over half report having made a sustainable purchase in the past six months. Retail sales data shows higher growth rates for brands promoting sustainability versus those that do not.
2) Younger consumers, especially Millennials, express more willingness to support sustainable companies and purchases. Over half of respondents open to sustainability actions are Millennials. Their support is much higher than older generations like Baby Boomers. The gap is even larger in developing regions.
3) Companies are increasingly adopting sustainable practices not just for social good but
1) The document discusses Vietnam's growing trend of consumers "going green" and becoming more environmentally conscious.
2) It provides data on plastic waste in Vietnam and how long plastic items take to decompose. It also shares the results of a survey which found that 95% of Vietnamese urbanites aged 15-38 consider themselves environmentally conscious.
3) The key challenges of "going green" identified are the higher cost of eco-friendly products and the difficulty of changing habits, while social media is playing a large role in raising awareness of environmental issues.
The document summarizes the key findings of the 2013 Cone Communications/Echo Global CSR Study, which surveyed over 10,000 consumers across 10 countries. The main findings are:
1) Corporate social responsibility (CSR) is no longer optional for companies and consumers expect companies to address social and environmental issues through how they operate their business and develop products/services.
2) The top issue consumers want companies to address is economic development, followed by the environment, human rights, and poverty/hunger.
3) Consumers primarily want companies to create impact through changing how they operate, followed by developing new products/services.
4) Engaging in CSR enhances companies' reputation, increases consumer
How Corporate Social Responsability is changing the behavour of customers ove...the Humans' Network
The document summarizes the key findings of the 2013 Cone Communications/Echo Global CSR Study, which surveyed over 10,000 consumers across 10 countries. Some of the main points include:
- Corporate social responsibility is no longer optional for companies and is considered a "must-do" by consumers.
- Consumers expect companies to go beyond the minimum legal standards and make meaningful changes to their operations and supply chains to address social and environmental issues.
- While expectations for CSR are high, most consumers are tolerant of companies that are honest about their efforts, even if not yet perfect.
- Economic development, the environment, human rights, and poverty/hunger are the top issues consumers want companies
This document discusses strategies for closing the sustainability gap between people's claimed sustainable behaviors and their actual behaviors. It summarizes research finding large discrepancies between what people say they do, like using renewable energy, and what they actually do. The document then profiles different types of Chinese consumers and discusses pathways to encourage mainstream sustainable behaviors through products, incentives, dialogue, and empowering different groups to embrace sustainability.
The document discusses how businesses and brands can benefit from adopting a social purpose and engaging in mutually beneficial marketing with consumers. It cites survey findings that over 80% of consumers feel it is important for companies to support good causes even during recessions. The document provides examples of companies like General Mills and its Box Tops for Education program that have seen commercial gains from cause marketing. It argues that adopting a clear social purpose can help differentiate brands and foster stronger emotional connections and loyalty with conscious consumers.
While we have been relatively good at getting people to believe in the importance of more sustainable behaviors, practices, and purchases, we
have been unable to convert this belief fully into action. The following charts — calculated by comparing the percentage of consumers who stated
that this green activity was very important or important to them to the percentage who stated they “usually do” this activity — prove the point.
Nielsen Global Corporate Social Responsibility Report - June 2014Lawrence Newman
1) Consumers say they care about corporate social responsibility, but do their actions follow? A global survey found that over half of respondents are willing to pay extra for sustainable products and services, and over half report having made a sustainable purchase in the past six months. Retail sales data shows higher growth rates for brands promoting sustainability versus those that do not.
2) Younger consumers, especially Millennials, express more willingness to support sustainable companies and purchases. Over half of respondents open to sustainability actions are Millennials. Their support is much higher than older generations like Baby Boomers. The gap is even larger in developing regions.
3) Companies are increasingly adopting sustainable practices not just for social good but
1) The document discusses Vietnam's growing trend of consumers "going green" and becoming more environmentally conscious.
2) It provides data on plastic waste in Vietnam and how long plastic items take to decompose. It also shares the results of a survey which found that 95% of Vietnamese urbanites aged 15-38 consider themselves environmentally conscious.
3) The key challenges of "going green" identified are the higher cost of eco-friendly products and the difficulty of changing habits, while social media is playing a large role in raising awareness of environmental issues.
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!Falcon.io
Is brand activism good for business? The short answer is: it depends. Companies with a purpose are said to have a greater voice and more connectivity with buyers. But even though consumers expect brands to take up societal causes, your political stance or support for that very cause can attract but also alienate customers. Unlike previous decades, social media has maximized everything and anything that your brand puts out. So the question is – how can brands market well, to the generation equipped with the most sophisticated Bullshit Detector in the history of mankind?
In this webinar we discussed:
- The intersection of marketing and brand activism
- Should your company participate or maintain an apolitical brand?
- A framework for engaging in corporate social activism
Watch on-demand: https://www.falcon.io/webinars/brand-activism/
signmesh snapshot - the best of sustainabilitysignmesh
Explore best practices around sustainability. Consumer expect brands to do more and stand for more. Check how sustainability is driving business, social and environmental innovation.
Moving Sustainability Forward: A Road Map for Consumer MarketsJacquelyn Ottman
This document provides a roadmap for moving sustainability forward in consumer marketing. It argues that greenwash is a symptom of a larger problem - an immature ecosystem surrounding green marketing. To address this, the document recommends: 1) Educating marketers about sustainability so claims are accurate; 2) Improving retailer and government oversight of claims to prevent misleading information; 3) Encouraging self-regulation of claims through bodies like the National Advertising Division; 4) Developing products that reduce life cycle impacts without relying on green marketing; and 5) Engaging consumers to make sustainable choices through feedback, peer pressure, gamification and information on total costs. The goal is to build a more mature system supporting credible green claims and accelerated
Myth Busters Game: Green Marketing EditionVivastream
This document appears to be a presentation about green marketing myths. It includes categories of myths related to green marketing basics, print marketing, digital marketing, and triple bottom line considerations. It outlines a game to go through myths in these categories within 30 minutes. The rest of the document consists of slides addressing individual myths and providing evidence to evaluate whether they are true or false statements related to green marketing practices.
The document discusses 5 lessons that businesses have learned that will affect them going forward.
1. The app economy in Africa has risen and apps, business, and marketing can no longer be seen as mutually exclusive.
2. Social issues are no longer spectator sports for businesses and customers want to engage with purpose-driven companies.
3. Supporting communities is no longer optional, especially in difficult times.
4. Influencers have become their own marketing channel, with 96% of consumers trusting influencer content and 80% having made purchases based on influencer recommendations.
5. Brand purpose now trumps strategy.
This document discusses the role of individuals, businesses, and technology in driving social change. It notes that 31% of global consumers believe businesses should change how they operate to be more socially and environmentally responsible. Social media has helped bring issues to light and create movements by connecting individuals worldwide. Online crowdfunding platforms have also allowed individuals to participate in funding causes and social initiatives. However, while these tools are useful, what is really needed is to create the right "climate" or conditions to inspire something greater and hum along towards a better future for humanity.
The Millennials are aged between 18 and 33 and they will earn $200 billion annually starting in 2017. But who are they? What are their attitudes, what do they value? Imagination explores the Millennials in this short presentation. For a longer deck or to discuss a presentation please contact garreth.owen@imagination.com.
Millennials born between 1980-1995 are the largest generation globally and will make up 75% of the workforce by 2025. They have come of age during difficult economic times and are more entrepreneurial as a result. While their aspirations are traditionally focused on careers, families and home ownership, the global recession has delayed these goals and created a new breed of entrepreneurs among Millennials. For brands to be successful with Millennials, they need to demonstrate authentic purpose and engagement beyond just selling products, as Millennials are more discerning consumers influenced by their peers.
This document provides perspectives on greenwashing from key stakeholders such as customers, regulators, activist NGOs, and media. It finds that while demand for green products is growing, trust in companies' environmental claims is low. Greenwashing hurts companies' brands and slows sustainability efforts. The document seeks to help companies avoid greenwashing by properly assessing their impacts, developing strong environmental strategies, and clearly communicating their efforts.
Think Social Presentation at Paley Center (Oct. 18 2010)Simon Mainwaring
The document discusses how consumers increasingly expect companies to support social and environmental causes. It provides statistics from various reports showing that the majority of consumers want brands to make a positive social impact and are more loyal to brands that support good causes. The document argues that businesses need to expand their definition of self-interest to include social responsibility in order to be successful in the future as consumers prioritize purpose over products.
Blue ocean strategy in the VUCA world - Vikas MehtaVikas Mehta
Keynote address at the Marketing Edge Summit in Nigeria
A perspective on how to find a blue ocean for your business in a VUCA world. Illustrated with case studies
The document discusses how marketers can help drive corporations towards more sustainable practices and goals. It notes that some estimates suggest the profits of the consumer goods industry could be wiped out within 30 years if no action is taken on sustainability. The document argues that while corporations have significant power and influence, they have no conscience or concern for future generations, so citizens and customers will need to use their own values and influence to push corporations towards improving lives and creating genuine sustainable solutions.
This document summarizes a report about how mainstream brands can align with consumer values around environmental and social responsibility to build stronger brands and unlock commercial opportunities. It argues that deep shifts in consumer values have created opportunities for brands that recognize consumers' increasing demand for brands to have sustainability "built in". The report aims to provide a practical framework for marketers and businesses to understand their role and opportunities in pursuing sustainable development goals through a values-aligned approach to branding and marketing. It examines areas of common ground between business goals and sustainability, and proposes using environmental and social values to create more valuable brands that satisfy changing consumer demands and preferences.
This document summarizes 8 emerging marketing trends for 2014 based on insights from industry experts. It identifies opportunities in the following areas: 1) Consumers increasingly connecting with video, with investment in video advertising set to increase significantly. 2) Retailers benefiting from social and mobile strategies to drive both online and in-store sales. 3) Shifts in how people find and share news, with social media like Facebook becoming a major source of news sharing. 4) Brands evolving as media creators and owners, producing their own content to engage audiences across channels. The document provides insights and statistics to support trends in each of these key areas.
This document summarizes key findings from Edelman's 2010 global consumer survey on consumer engagement with brands that support social causes. The survey found that consumers, especially in emerging markets, are more likely to purchase from and promote brands that support good causes. Consumers in Brazil, China, India and Mexico expect brands to support social causes and many would switch brands or pay more to support brands engaged in causes. The survey also found that consumers want to partner with brands to support causes and that protecting the environment is important, with many supporting legislation to require corporate environmental standards.
Marketing Through Generations: Masterclass by Hetvi Kamdar for Purpose StudiosPurposeStudios
How do you successfully market to the Gen-Z and Millennials? What strategies should you use? In this presentation, we cover everything from statistics to theories about the best ways to create engaging digital content for all the generations.
References:
The Gen Z Frequency: How Brands Tune In and Build Credibility - Derek E. Baird and Gregg L. Witt
Gen Z Effect: The Six Forces Shaping the Future of Business - Dan Keldsen and Tom Koulopoulos
Marketing to Gen Z - 5 things you need to know - https://www.youtube.com/watch?v=pG-vm2fxJYU
Marketing to the Unmarketable- https://www.youtube.com/watch?v=8XGQmzywsPU
https://www.socialsamosa.com/2021/11/netflix-india-red-notice-marketing-strategy/
Technology Trends Driving Digital StorytellingTyler Durbin
As technology becomes almost invisibly integrated into our daily lives — in our hands, our clothes, and even our eyes — tracking insane amounts of data and creating nearly infinite customer touch points, great storytelling is still the most powerful influencer of behavior. Learn how current and future technology trends are powering successful storytelling.
The document discusses plans for a social network called 1ARKnetwork that aims to encourage acts of random kindness. It will operate like other social networks but revenue will go to charity. It hopes to start in developed countries and emerging markets like China, India, and Brazil. The network hopes to reach billions of users by 2025 by creating a climate of participation through businesses, education, and communities. It will track social issues and create opportunities for funding social welfare.
Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!Falcon.io
Is brand activism good for business? The short answer is: it depends. Companies with a purpose are said to have a greater voice and more connectivity with buyers. But even though consumers expect brands to take up societal causes, your political stance or support for that very cause can attract but also alienate customers. Unlike previous decades, social media has maximized everything and anything that your brand puts out. So the question is – how can brands market well, to the generation equipped with the most sophisticated Bullshit Detector in the history of mankind?
In this webinar we discussed:
- The intersection of marketing and brand activism
- Should your company participate or maintain an apolitical brand?
- A framework for engaging in corporate social activism
Watch on-demand: https://www.falcon.io/webinars/brand-activism/
signmesh snapshot - the best of sustainabilitysignmesh
Explore best practices around sustainability. Consumer expect brands to do more and stand for more. Check how sustainability is driving business, social and environmental innovation.
Moving Sustainability Forward: A Road Map for Consumer MarketsJacquelyn Ottman
This document provides a roadmap for moving sustainability forward in consumer marketing. It argues that greenwash is a symptom of a larger problem - an immature ecosystem surrounding green marketing. To address this, the document recommends: 1) Educating marketers about sustainability so claims are accurate; 2) Improving retailer and government oversight of claims to prevent misleading information; 3) Encouraging self-regulation of claims through bodies like the National Advertising Division; 4) Developing products that reduce life cycle impacts without relying on green marketing; and 5) Engaging consumers to make sustainable choices through feedback, peer pressure, gamification and information on total costs. The goal is to build a more mature system supporting credible green claims and accelerated
Myth Busters Game: Green Marketing EditionVivastream
This document appears to be a presentation about green marketing myths. It includes categories of myths related to green marketing basics, print marketing, digital marketing, and triple bottom line considerations. It outlines a game to go through myths in these categories within 30 minutes. The rest of the document consists of slides addressing individual myths and providing evidence to evaluate whether they are true or false statements related to green marketing practices.
The document discusses 5 lessons that businesses have learned that will affect them going forward.
1. The app economy in Africa has risen and apps, business, and marketing can no longer be seen as mutually exclusive.
2. Social issues are no longer spectator sports for businesses and customers want to engage with purpose-driven companies.
3. Supporting communities is no longer optional, especially in difficult times.
4. Influencers have become their own marketing channel, with 96% of consumers trusting influencer content and 80% having made purchases based on influencer recommendations.
5. Brand purpose now trumps strategy.
This document discusses the role of individuals, businesses, and technology in driving social change. It notes that 31% of global consumers believe businesses should change how they operate to be more socially and environmentally responsible. Social media has helped bring issues to light and create movements by connecting individuals worldwide. Online crowdfunding platforms have also allowed individuals to participate in funding causes and social initiatives. However, while these tools are useful, what is really needed is to create the right "climate" or conditions to inspire something greater and hum along towards a better future for humanity.
The Millennials are aged between 18 and 33 and they will earn $200 billion annually starting in 2017. But who are they? What are their attitudes, what do they value? Imagination explores the Millennials in this short presentation. For a longer deck or to discuss a presentation please contact garreth.owen@imagination.com.
Millennials born between 1980-1995 are the largest generation globally and will make up 75% of the workforce by 2025. They have come of age during difficult economic times and are more entrepreneurial as a result. While their aspirations are traditionally focused on careers, families and home ownership, the global recession has delayed these goals and created a new breed of entrepreneurs among Millennials. For brands to be successful with Millennials, they need to demonstrate authentic purpose and engagement beyond just selling products, as Millennials are more discerning consumers influenced by their peers.
This document provides perspectives on greenwashing from key stakeholders such as customers, regulators, activist NGOs, and media. It finds that while demand for green products is growing, trust in companies' environmental claims is low. Greenwashing hurts companies' brands and slows sustainability efforts. The document seeks to help companies avoid greenwashing by properly assessing their impacts, developing strong environmental strategies, and clearly communicating their efforts.
Think Social Presentation at Paley Center (Oct. 18 2010)Simon Mainwaring
The document discusses how consumers increasingly expect companies to support social and environmental causes. It provides statistics from various reports showing that the majority of consumers want brands to make a positive social impact and are more loyal to brands that support good causes. The document argues that businesses need to expand their definition of self-interest to include social responsibility in order to be successful in the future as consumers prioritize purpose over products.
Blue ocean strategy in the VUCA world - Vikas MehtaVikas Mehta
Keynote address at the Marketing Edge Summit in Nigeria
A perspective on how to find a blue ocean for your business in a VUCA world. Illustrated with case studies
The document discusses how marketers can help drive corporations towards more sustainable practices and goals. It notes that some estimates suggest the profits of the consumer goods industry could be wiped out within 30 years if no action is taken on sustainability. The document argues that while corporations have significant power and influence, they have no conscience or concern for future generations, so citizens and customers will need to use their own values and influence to push corporations towards improving lives and creating genuine sustainable solutions.
This document summarizes a report about how mainstream brands can align with consumer values around environmental and social responsibility to build stronger brands and unlock commercial opportunities. It argues that deep shifts in consumer values have created opportunities for brands that recognize consumers' increasing demand for brands to have sustainability "built in". The report aims to provide a practical framework for marketers and businesses to understand their role and opportunities in pursuing sustainable development goals through a values-aligned approach to branding and marketing. It examines areas of common ground between business goals and sustainability, and proposes using environmental and social values to create more valuable brands that satisfy changing consumer demands and preferences.
This document summarizes 8 emerging marketing trends for 2014 based on insights from industry experts. It identifies opportunities in the following areas: 1) Consumers increasingly connecting with video, with investment in video advertising set to increase significantly. 2) Retailers benefiting from social and mobile strategies to drive both online and in-store sales. 3) Shifts in how people find and share news, with social media like Facebook becoming a major source of news sharing. 4) Brands evolving as media creators and owners, producing their own content to engage audiences across channels. The document provides insights and statistics to support trends in each of these key areas.
This document summarizes key findings from Edelman's 2010 global consumer survey on consumer engagement with brands that support social causes. The survey found that consumers, especially in emerging markets, are more likely to purchase from and promote brands that support good causes. Consumers in Brazil, China, India and Mexico expect brands to support social causes and many would switch brands or pay more to support brands engaged in causes. The survey also found that consumers want to partner with brands to support causes and that protecting the environment is important, with many supporting legislation to require corporate environmental standards.
Marketing Through Generations: Masterclass by Hetvi Kamdar for Purpose StudiosPurposeStudios
How do you successfully market to the Gen-Z and Millennials? What strategies should you use? In this presentation, we cover everything from statistics to theories about the best ways to create engaging digital content for all the generations.
References:
The Gen Z Frequency: How Brands Tune In and Build Credibility - Derek E. Baird and Gregg L. Witt
Gen Z Effect: The Six Forces Shaping the Future of Business - Dan Keldsen and Tom Koulopoulos
Marketing to Gen Z - 5 things you need to know - https://www.youtube.com/watch?v=pG-vm2fxJYU
Marketing to the Unmarketable- https://www.youtube.com/watch?v=8XGQmzywsPU
https://www.socialsamosa.com/2021/11/netflix-india-red-notice-marketing-strategy/
Technology Trends Driving Digital StorytellingTyler Durbin
As technology becomes almost invisibly integrated into our daily lives — in our hands, our clothes, and even our eyes — tracking insane amounts of data and creating nearly infinite customer touch points, great storytelling is still the most powerful influencer of behavior. Learn how current and future technology trends are powering successful storytelling.
The document discusses plans for a social network called 1ARKnetwork that aims to encourage acts of random kindness. It will operate like other social networks but revenue will go to charity. It hopes to start in developed countries and emerging markets like China, India, and Brazil. The network hopes to reach billions of users by 2025 by creating a climate of participation through businesses, education, and communities. It will track social issues and create opportunities for funding social welfare.
This document discusses how real estate professionals can stay relevant in the new "Social Era." It covers four key topics:
1. The Social Era values connections over institutions and collaboration over control. Talent inclusion and social purpose are important.
2. Different generational preferences are changing consumer needs and expectations. Recognizing these differences is crucial.
3. Market forces like consolidation and specialization mean real estate no longer functions the same. Adaptation is necessary.
4. Factors like content, curation, convergence, and disruptive business models are shaping the future. Embracing change through innovation is important to survive.
The document summarizes key points from the 3rd Annual Gravity Summit presented by Simon Mainwaring. It discusses the problems with a "Me First" mindset and its negative impacts on businesses, consumers, the planet, and culture. It argues that social business and technology can drive social change by accelerating communication between groups. Further, it advocates for a shift towards "We First" capitalism where companies merge purpose and profits through sustainable practices and contribute to social and environmental issues that consumers care about.
This document discusses generational differences and focuses on Millennials and Generation Z. It defines the age ranges and key characteristics of Baby Boomers, Generation X, Millennials, and Generation Z. For Millennials, it discusses their impact and basic facts, comparing them to Baby Boomers in areas like spending habits and credit. It also covers Millennial trends in areas like marketing, spending behavior, and banking/finances. For Generation Z, it provides some initial trends in education and technology preferences. The document aims to provide an overview of these generations to help understand different perspectives and approaches.
This document provides an overview of strategies for connecting with and engaging Millennial audiences. It begins with an introduction to the IPG Media Lab and its focus on audience-based solutions. The document then discusses how Millennials differ from older audiences in their distrust of advertising and preference for mobile media. Key trends for brands to capitalize on include the rise of wearable devices and streaming content. The document advocates using rewards to generate excitement and positive brand perceptions. It concludes by emphasizing the need for brands to experiment with new technologies, exchange value for customer data, and create native content to engage Millennials.
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.
Smart Car wants to expand its electric vehicle business and grow its reputation with a new overarching strategy. The strategy needs a big idea to create engaging content across Smart Car's digital and social channels. The goal is to attract a younger, more environmentally conscious audience by showing that Smart Cars are essential for efficient city living, the future of easy and fun transportation, and help people maximize their leisure time. The strategy is called "Act Cool. Be Cool!" with the key insight being that Smart Cars need to not only look cool by breaking design rules, but also act cool by breaking behavior rules of what a car should be.
The document discusses how influencer marketing has been impacted by the Covid-19 pandemic. It notes that screen time and demand for online content has increased significantly. While some industries have cut marketing budgets, maintaining communication with audiences is important to retain relationships. Influencers are seeing higher engagement on more authentic pandemic-related content. Now is an opportunity for influencers to foster deeper connections by sharing how they personally relate to audiences' experiences. The document provides several examples of how influencers could authentically partner with brands across different industries like automotive, alcohol, travel, and healthcare to spread inspiring messages during this difficult time.
Dheeraj tagged team with our Virgin Mobile client, to present our award-winning case of how Virgin Mobile successfully built the first true brand for youth in India.
Engaging with Millennials in the Right WayXPotential
The millennial lifestyle is mostly about multitasking, accelerated communication, constant connection, and immediate gratification. It is a lifestyle that typically contradicts traditional marketing and research methods. And so brands and marketers have a tough task in finding the right way to engage with this group of consumers who have a combined purchasing power of $2.45 trillion worldwide.
[Criteo] Gen z report - based on the Shopper StoryDuy, Vo Hoang
Gen Z values both online and in-store shopping experiences. They are highly influenced by social media and mobile technology. While they appreciate the convenience of online shopping, they also enjoy touching and trying products in physical stores. Retailers need to provide unique merchandise, a good in-store design, and personalized experiences both online and offline in order to appeal to Gen Z shoppers.
Gen Z values both online and in-store shopping experiences. They are highly influenced by social media and mobile technology. While they appreciate the convenience of online shopping, they also enjoy touching and trying products in physical stores. Retailers need to provide unique merchandise, a good in-store design, and personalized experiences both online and offline in order to appeal to Gen Z shoppers.
SME 5 Ways to Build Your Brand for Gen ZZach Kelly
1. The document discusses strategies for brands to connect with Generation Z, those born between 1995-2009, who will make up a quarter of the US population.
2. Generation Z is always connected through mobile devices, wants to build a better world, and curates their own content from various online sources rather than traditional media.
3. The document provides five recommendations for brands to engage Generation Z: use visual and digital content, interact across multiple platforms, immediately capture their short attention spans, engage their entrepreneurial spirit, and embrace constant change.
This document discusses trends in sustainable consumerism and strategies for brands to tap into these movements. It identifies four rising consumer trends: the rise of aspirationals who want to make a positive impact; the rise of crowdsourcing; the rise of creative social activism; and the rise of quantified self-observation. The document provides examples of brands that have successfully engaged consumers around sustainability through storytelling, transparency, community-building, and enabling consumer participation in sustainable solutions.
The Death of Marketing as We Know it... by Dr. Hesham DinanaSolving Efeso
This document discusses trends in marketing, including the rise of user-generated content and social media marketing. It also addresses targeting lower-income populations, demographic shifts, lifestyle trends, and growing emphasis on green and environmentally-friendly products and initiatives. Several companies are highlighted for their focus on sustainability and green innovations into the future.
This document discusses Millennials and Gen Z. It provides information about their ages, characteristics, behaviors, and motivations. For Millennials, it discusses that they are the largest generation born in the 20th century and will make up 75% of the workforce by 2025. They are tech-savvy, ambitious, family-oriented, and like constant feedback. For Gen Z, it notes they are the most racially diverse generation and focused on their financial future and brand ethics. Both generations are heavily influenced by social media and value personalized experiences. The document provides examples of brands that have successfully targeted each group's values and motivations.
Using mobile to understand the consumer brand experience - Millward BrownMerlien Institute
Presented by Marie Ng, VP Client Solutions Digital, Millward Brown Mobile
at Market Research in the Mobile World North America
17 - 18 July 2013, Minneapolis, USA
This event is proudly organised by Merlien Institute
Check out our upcoming events by visiting http://www.mrmw.net
Consumer Markets and Consumer Buyer Behavior Jenna Chamblee
The document discusses consumer buyer behavior and models, including the stimulus-response model of how environmental factors influence consumer responses. It covers characteristics that affect consumer behavior, such as cultural, social, personal, and psychological factors. The document also examines the different types of buying decision behaviors, the consumer buyer decision process, and how marketers can influence the adoption of new products.
1. Consumers are increasingly interested in social causes and ethical brands, and are willing to pay a small premium (up to 10%) for products from brands that support social and environmental issues.
2. Partnerships between businesses, NGOs, and consumers are evolving - businesses are now expected to directly address societal problems, not just partner with NGOs for technical expertise.
3. To market sustainability effectively, businesses need to empower and engage local consumers authentically rather than using "global" marketing claims, and work to build trust over time through responsible operations.
Similar to Market Insights from Top Researchers, Part 1: Customer Attitudes and Behavior (20)
How a Breakthrough Product Portfolio Assessment is Changing Business Strategy...Sustainable Brands
Dirk Voeste of BASF Corporation discusses how BASF is changing its business strategy through a breakthrough product portfolio assessment that evaluates the sustainability of its solutions. Key points:
- BASF categorized all of its products into four categories based on their sustainability contributions. It aims to increase the percentage of "Accelerator" products that substantially contribute to sustainability.
- The assessment analyzed 60,000+ product applications representing €66.3 billion in sales. It found that 23% were Accelerators that outgrow markets with higher margins. Over 60% of BASF's R&D pipeline are Accelerators.
- BASF integrates sustainability fully into its investment decisions and portfolio management as a major lever to
Building Harmony: How to Champion Sustainability from Grain to BiscuitSustainable Brands
Mondelēz International is focused on sustainability across its biscuit operations in Europe. Albert Mathieu, President of the Biscuit Category Europe, discusses how the company works with farmers to grow crops sustainably and reduces environmental impact at factories. The goal is to champion sustainability from grain to finished biscuit.
Market Insights from Top Researchers: The Latest Intelligence on Customer Att...Sustainable Brands
This document discusses how companies can drive business model transformation from within by recognizing changing markets, fitting new models with corporate strategy, and building support networks. It provides examples of innovative business models and recommends mapping current models, planning the customer journey, and assembling all elements like market needs and strategic aims to form a new "jigsaw" business model. The goal is to help businesses develop profitable approaches to sustainability through the REBus project which provides free support for pilot programs across Europe.
Market Insights from Top Researchers: The Latest Intelligence on Customer Att...Sustainable Brands
This document summarizes research from the Natural Marketing Institute (NMI) on global sustainability trends. NMI conducts an annual tracking study of over 150,000 consumer interviews in 23 countries to understand attitudes and behaviors related to environmental and social responsibility. The research compares perspectives between developed countries like the US, UK, Germany and Japan, and emerging countries like Russia, China, India and Brazil. It finds that consumers in emerging countries generally care more about environmental protection and socially responsible business. The research also shows increases since 2010 in consumers choosing sustainable products over conventional options.
Market Insights from Top Researchers: The Latest Intelligence on Customer Att...Sustainable Brands
This document summarizes a presentation on the future of living spaces and workplaces given at Sustainable Brands London in November 2015. The presentation discusses research that identifies different consumer attitudes towards sustainability and circular concepts. It also outlines several emerging trends, like the squeeze on living space in urban areas, the blurring of work and personal life, the rise of responsive smart home technologies, community-focused "maker" movements, and a growing focus on zero waste solutions. These underlying technological and social changes are creating more opportunities for sustainable living than can be achieved through messaging alone. The presentation argues that businesses should focus on aligning with these emerging needs rather than just "selling sustainability."
Market Insights from Top Researchers: The Latest Intelligence on Customer Att...Sustainable Brands
1) The document summarizes a report by Wolff Olins investigating how leadership practices are changing to adapt to employees who are independent and individualistic.
2) It discusses tensions leaders face in creating an "uncorporation" culture that liberates employees while still meeting corporate goals. It also outlines shifts in leadership approaches over time from command-and-control to more distributed and purpose-driven models.
3) Key leadership approaches highlighted include acting as a "Designer in Chief" who focuses on culture rather than outputs, distributed leadership that trusts employees, and providing a "rough sense of purpose" rather than rigid ideologies.
New Tactics in Contextual Promotion of Healthy LifestylesSustainable Brands
Disney has had a longstanding commitment to promoting healthy lifestyles since 2006. This includes establishing nutritional guidelines for food and beverages, implementing promotional guidelines, and partnering with organizations like Change4Life. Disney aims to make healthy living fun and accessible for families through storytelling, experiences like Run Disney races, and partnerships with advocates, retailers, and chefs. Research shows that healthy living is universally important to parents worldwide who trust Disney to help children live active, well-balanced lives.
Sustainable Living Brands: Why Purpose Alone is Not Enough to Drive Sustainab...Sustainable Brands
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Leveraging the New UN Sustainable Development Goals: Expectations and Engagem...Sustainable Brands
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Leveraging the New UN Sustainable Development Goals: Expectations and Engagem...Sustainable Brands
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How MJ Global Leads the Packaging Industry.pdfMJ Global
MJ Global's success in staying ahead of the curve in the packaging industry is a testament to its dedication to innovation, sustainability, and customer-centricity. By embracing technological advancements, leading in eco-friendly solutions, collaborating with industry leaders, and adapting to evolving consumer preferences, MJ Global continues to set new standards in the packaging sector.
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Digital Marketing best practices including influencer marketing, content creators, and omnichannel marketing for Sustainable Brands at the Sustainable Cosmetics Summit 2024 in New York
21. Highlights include:
• Identified unmet need
for more innovative
take-out bag designs
• New business models
for the restaurant
industry
“Restaurant Food Waste: Insight and
Opportunities”
26. A global community of
influential consumers and
brands with a mission:
To come together online
to co-create ways to live
a no-waste lifestyle —
a “crowd in the cloud”
Mission
36. Total Respondents 58%
Aspirationals 95%
Practicals 78%
Advocates 33%
Indifferents 18%
HAPPY SHOPPERS
95%
Shopping for new things excites me
BBMG + GlobeScan 2014
37. Total Respondents 58%
Aspirationals 96%
Practicals 82%
Advocates 30%
Indifferents 10%
STYLEAND STATUS SEEKERS
96%
I want to stand out by the way I look, my style
BBMG + GlobeScan 2014
38. I believe we need to consume less to preserve
the environment for future generations
RESPONSIBLE CONSUMERS
Total Respondents 75%
Aspirationals 95%
Practicals 47%
Advocates 92%
Indifferents 46%
95%
BBMG + GlobeScan 2014
39. INFLUENCERS
I encourage others to buy from socially and
environmentally responsible companies
Total Respondents 66%
Aspirationals 90%
Practicals 42%
Advocates 90%
Indifferents 16%
90%
BBMG + GlobeScan 2014
45. INSPIRING ENGAGEMENT &ACTION
BBMG + GlobeScan 2014
1. Manifesto: Give them something to believe in
2. Badge: Give them a community to belong to
3. Megaphone: Amplify their voice and creativity
4. Currency: Give them share-worthy status
5. Rally: Give them a platform for impact
66. !
How can we be more effective
engagement in climate and
sustainability solutions?
If climate change is so obvious
and important, why don’t people
get it?
71. • Political affiliation produces the largest differences
• Democrats more likely to recognize and report being
affected
• Independents now tend to align more closely with
Republicans
• Strong support for clean energy: 75% of Reps, 85% of Dems
• And, believe increasing it is effective in stopping climate
change
• Neither believe that free market incentives to reduce carbon
pollution will be effective.
POLITICS CLIMATE CHANGE
8
• Political affiliation produces the largest differences
• Democrats more likely to recognize and report being
affected
• Independents now tend to align more closely with
Republicans
• Strong support for clean energy: 75% of Reps, 85% of Dems
• And, believe increasing it is effective in stopping climate
change
• Neither believe that free market incentives to reduce carbon
pollution will be effective.
74. VALS FRAMEWORK OVERVIEW
Using a proprietary algorithm,VALS places
individuals into eight primary segments based
on two dimensions:
!
1. PRIMARY MOTIVATION: strongly contrast
consumers
• Ideals
• Achievement
• Self Expression
!
2. RESOURCES: amplify or constrain expression
motivations in the marketplace
• Self Confidence
• Innovation Curiosity
• Health Energy
• Age, Income Education
11
75. WHY ?
• CONNECTS WITH OTHERVALUES: Broad context.
• EXPLAINS WHY: psychological motivations that drive attitudes
and behaviors.
• DESCRIBES PEOPLE: Rich consumer profiles.
• TARGETED MESSAGING: Focused by psychological types
• LINKED TO OTHER BEHAVIORS: national, local and
proprietary studies that include over 35,000 consumer behaviors
including product, media, attitudes, interests, and activities.
• YOU CAN LOCATE THEM: ZIP codes and block groups.
• DESIGNED FOR RESULTS: awareness, attitudes, behaviors
12
77. 14
Parks playgrounds
State historical park
Global concerns
Excitement outdoors
Hunting habitat
Family fun outdoors
78. FINDING
–We rely on views from their trusted
tribes – family, pastor, political party leaders,
favoriteTV channels
–If their “tribes” don’t support climate
solutions, they won’t.
–Americans trust leaders in their daily
lives, and look to them for guidance
–Environmentalists not part of their tribe.
!
1.AMERICANS FOLLOW TRIBES,ARE AFRAID TO STRAY
15
IMPLICATIONS
• Form deep and lasting collaborations
with groups of leaders who connect with
Americans in their daily lives
• Empower them to speak and lead by
example in ways that support the needs
of their constituencies – personalize
climate, connect w/ solutions
• Tell “conversion” stories for authenticity,
and to bring others along
80. 2. NOT READY TO ABANDON THE AMERICAN DREAM
17
FINDING
– Upwardly mobile, status-seeking
Americans strongly reject sacrifice or
doing with “less”
– These ‘keep up with the Jones” types
represent the core of American
consumers – advertiser targets
– They work hard and seek better
homes, cars, education and “things.”
– They have “earned” the right not to
be denied what others have
IMPLICATIONS
• Messages like “The Story of Stuff” do not
resonate with most Americans
• Don’t emphasize changes and new. They
are afraid of change and don’t want rules
changed/goal posts moved.
• Need extrinsic motivation: emphasize
rewards for good and avoiding bad
• They are followers. Need to show
success and being part of the group
81. 3. MY FAMILY FIRST
18
FINDING
– Achievement oriented Americans
have a strong “me-and-my-family-first”
orientation
– Other groups hold these values, too
– Climate action currently conflicts
with their values
!
!
!
!
IMPLICATIONS
• These Americans are a key solutions
audience – they vote and influence the
rest of middle America
• Promote benefits:“smart”, responsible,
and protect children/family
• Empower these women with quick facts
and tips they can send via social media
(incl. voting reminders)
• Provide extrinsic motivation– rewards,
success stories, leadership, workplace
programs
82. 4. COMPETING PRIORITIES
19
FINDING
– Climate change not a top priority for
any American
– Family, health, jobs, community, faith all
exert priority pressure
– Struggling with jobs, kids, aging
parents, financial pressures, facets of
daily life.
– Their focus is on immediate or near
future value.
IMPLICATIONS
• Start with their values: Acknowledge
their personal priorities
• Incorporate their needs into climate
solutions.
• Demonstrate how solutions can provide
tangible and immediate benefits
84. TOUGHVS.TENDER
21
FINDING
– Americans need bold solutions to
motivate bold action.
– Positive attitudes on the climate
(wind/solar) are passive and don’t
require immediate action.
– Sacrifice, reduce and “must do” are
passive and perceived as weak.
– Anti-green attitudes (drill, burn) are
masculine and action-oriented.
IMPLICATIONS
• Climate solutions should be framed by
big, bold and action.
• New technology can solve climate
without big sacrifice.
• We can solve it only through action!
• Conservationists vs. Environmentalists
86. PREPAREDNESS CAN MOTIVATE CLIMATE ACTION
for Americans holding traditional values
23
FINDING
– Local preparedness resonates with
white-collar information workers and
others who have not yet engaged on
climate.
– These Americans include many nurses,
lawyers, public administers, higher
education faculty
– Preparing is politically neutral and
evokes personal responsibility
!
IMPLICATIONS
• Preparedness taps into sensible and
practical action, now
• Preparedness can include actions and
policies that help prevent climate
change (mitigation)
• This audience enjoys information – will
support efforts to educate citizens
• Will support and engage in preparing
healthcare providers and the public to
deal with climate change effects
!
!
87. SUMMARY RECOMMENDATIONS
• Focus on people vs. technology, policy, planet, bring them into
the fold (don’t belittle or preach)
• Engage groups, and empower local leaders to lead
• Understand and incorporate everyday concerns
• Emphasize solutions, benefits and success
• Deliver and position solutions as bold and effective
• Emphasize relevant reality, use “science” sparingly
• Make pragmatic appeals, such as being prepared, regaining
control, independence, and security
• Reinforce climate-health and climate weather
• Avoid connecting solutions with “new” or “change” – instead
focus on personal benefit, family values
24
• Focus on people vs. technology, policy, planet, bring them
into the fold (don’t belittle or preach)
• Engage groups, and empower local leaders to lead
• Understand and incorporate everyday concerns
• Emphasize solutions, benefits and success
• Deliver and position solutions as bold and effective
• Emphasize relevant reality, use “science” sparingly
• Make pragmatic appeals, such as being prepared, regaining
control, independence, and security
• Reinforce climate-health and climate weather
• Avoid connecting solutions with “new” or “change” –
instead focus on personal benefit, family values