Two main drivers are disrupting marketing: millennials and technology. Technology has empowered consumers to shop and choose brands differently. Millennials value their time and want brands that align with their purpose and support social causes. Research shows that brands supporting good causes are rewarded with trust, loyalty, and growth. Consumers increasingly expect brands to help solve social and environmental problems. Purpose-driven brands outperform on key metrics and see higher customer loyalty and advocacy.

2. 2 converging drivers to marketing disruption
MILLENNIALS TECHNOLOGY

3. Technology, media fragmentation has
changed the game for marketers

4. The balance of power has changed
BRANDS
60s/70s/80s
RETAILER
90s to 00s
CONSUMER
Current
Technology has unleashed the
age of consumer empowerment

5. Enabled people to shop, share and
choose brands completely differently

6. It’s no longer about who
shouts loudest; but
about what brands give
their customers to value
& share.
And more importantly,
why they are doing it.
Which means
marketers have to think differently

7. Millennials: Ripping up the rulebook
How they value
the time they
have on this
planet & what
they want to do
with it is very
different

8. The generation born between 1980-2000
The oldest
millennial
today is late
30s and has a
young family!

9. Much is said about Millennials
Digital Natives Highly social
See limitless opportunitiesAmbitious & adventurous
Self-absorbed, narcissistic Citizens not consumers
No loyalty Highly loyal when values aligned
Demanding & entitled Seek balance

10. One word keeps coming up consistently

11. Millennials favour brands that empower them,
especially their sense of purpose

12. Research is making a strong case for
brands to support good causes

13. Millennials expect more from business
Deloitte Millennial Survey 2017
59% of Millennials believe
businesses are too fixated
on their own agendas and
not focused enough on
helping to improve society.
59%

14. Not Just Millennials
Society increasingly looking towards business to solve our problems
*The Consumer Study. From Marketing to Mattering

15. But perception is that business
is currently failing to deliver
*The Consumer Study. From Marketing to Mattering

16. Meanwhile brands are losing relevance
⌃Havas Meaningful Brands Global Report

17. But there is a clear upside and a powerful
opportunity for brands to seize

18. Brands that support social & environmental
issues will be rewarded with trust & loyalty
2015 Cone Communications/Ebiquity Global CSR Study

19. ‘Cause’ drives high intent to purchase
2015 Cone/Echo Global CSR Opportunity Study
93% of consumers
will buy a product
associated with a
cause
93%

20. AND is a powerful driver of brand switching
#Cone Communications Ebiquity Global CSR Study

21. Australia following the global trend
69%of Australians think it’s OK
for brands to support good
causes and make money
at the same time.
58%will switch brands if a
different brand of similar
quality supported a good
cause
68%are more likely to
purchase a product
knowing that a portion of
the money would go to a
good cause
Edelman Good Purpose Study

22. Consumers Advocate for Purpose
Edelman Good Purpose Study

23. Consumers want to partner with brands
 71% believe brands and consumers could do more to support good causes by
working together
 63% want brands to make it easier for them to make a positive difference
Edelman Good Purpose Study

24. Consumers say they care,
but do their actions follow?
Nielsen Global CSR Study 2014

25. The Bottom Line:
Meaningfulness produces real results
Meaningful brands..
 Deliver 100% more KPI
outcomes
 Gain 46% more share of
wallet
 Outperform the
stockmarket by 133%
Havas Meaningful Brands Index

26. Brands that do good
grow faster than other brands
33% of people choose to buy from
brands they believe are doing social
or environmental good
Unilever’s Sustainable Living brands
accounted for nearly half the company’s
growth in 2015 and collectively
GREW 30% FASTER
than the rest of the business
GROWTH
33%
Unilever Consumer Study

27. Against this backdrop, Marketing & CSR
coming together to build social and brand value

28. Brands are now marketing themselves as
active contributors to Society

29. They are facilitating consumer contribution

30. Even acting as activists for causes

31. And empowering people towards a more
purposeful existence

32. Cause Marketing Case Studies
from around the world

33. Shake Shack’s Great American Shake Sale
for No Kid Hungry

34. Shake Shack’s Great American Shake Sale
for No Kid Hungry

35.  Funds raised:
 2012: $136k
 2013: $285k (+110%)
 2014: $338k (+18%)
 2015: $504k (+49%)
 2016: $597k (+18%)
 Redemption rate 44%
 Average additional spend:
+$8 per guest
 +4% increase in foot traffic
vs previous month
BUSINESS RESULTS (2013):SOCIAL RESULTS:

36. Still going strong & now rolling out globally

37. Pampers cares for babies’ happy
healthy development

38. Pampers 1 Pack = 1 Vaccine

39. September
11, 2007
Packaging
Pampers.com
Mailers
In-Store
PR
TV 30” & 60”
Print
1 pack = 1 vaccine

40. Pampers 1 Pack = 1 Vaccine

42. ss
We help
brands get on
the path to purpose

43. FOR MORE GLOBAL & AUSTRALIAN LOCAL CASE STUDIES, OR TO
FIND OUT MORE ABOUT OUR PATH TO PURPOSE METHODOLOGY
w: sundaylunch.com.au e: carolyn@sundaylunch.com.au p: +61 2 8007 6471
If you’d like to know more
GET IN
TOUCH