This document discusses the benefits of future friendliness for companies including enhanced reputation, improved stakeholder relationships, and strengthened employee commitment. It also notes that consumers increasingly want companies to consider social and environmental issues and are more likely to purchase products from brands that have good sustainability practices. The document advocates that businesses should support social and environmental issues through donations, volunteering, or raising awareness of important issues to be most successful in the future.

1. 40
Enhanced corporate
reputation
Improved relationship with
community and stakeholders
Strengthened employee
commitment
Value added
to products
Better access
to credit
Increased commercial
advantages
of professionals say
all of these
MINDDBLOWING FACTS
Employees on future friendliness
Being a future friendly company
Consumer buying behaviour
towards future friendly products
Beliefs about the role of companies in society
74%76%88%
“Companies should try to
achieve their business goals
while improving society and
the environment.”
Response to statement:
“I buy environmentally friendly products
even if they cost a little bit more.”
on average worldwide,
buy future friendly products
that cost a bit more
Totally
agree
Tend to
agree
Don’t
know
Tend to
disagree
Totally
disagree
“Companies bear as much
responsibility as governments
for driving social change.”
POSITIVE EFFECTS
of future friendliness on employees:
RISE IN ACCEPTANCE
of companies doing well
while doing good.
TOP BENEFITS
of being a future friendly company
RELATIVE DEGREE OF IMPORTANCE
(excluding salary) to work for a company
of employees would
seriously consider leaving their
job if their company harmed
the environment
Meaningfulness is more important for employees
than professional development training programs.
“The most successful and
profitable companies in the
future will be those that
practice sustainability.”
58%
21%
€ +
11%
€ +
38% < 1%
“Companies do the right thing
for their investors.”
plan to buy more from these
brands than they do now
plan to buy more from these
brands than they do now
“Companies do the right thing
for their customers.”
“Companies do the right thing
for their environment.”
50%
75%
100%
The rise in acceptance of brands that do well while
doing good demonstrates that marketing has
entered a new purpose paradigm.
Future friendly infograph - apr. ‘16
“THE ONES WHO ARE CRAZY ENOUGH TO THINK THAT THEY CAN CHANGE THE WORLD, ARE THE ONES WHO DO.” - Steve Jobs
This is what consumers
in Europe say about
companies related to
future friendliness:
Agreed to statement:
“I would be more likely to purchase products or
services from a company with a good reputation
for environmental responsibility.”
67%
32%
32%
52%
46%
42%
34%
35%
40%
China
AustraliaBrazil
Canada
USA
Sweden
Netherlands
Japan
Russia
25%
50%
31%
29%
21%
13%
6%
38%
6%
14% 5%
Productivity Talent
recruitment
Retention Loyalty Morale
Businesses should change the way
they operate to align with greater
social and environmental issues.
Businesses should support larger social or
environmental issues by donating products
or services, money or volunteering.
Businesses may play a limited role in the
communities they are based in, but are not
necessarily responsible for supporting social
or environmental issues.
Businesses exist to make money for
shareholders and are not responsible
for supporting social or environmental
issues.
Businesses should not only support but
advocate for change in larger social or
environmental issues by increasing
awareness of the issues and donating
products or services, money or
volunteering.
Drivers that influence
purchase decisions
1 PRICE
2 QUALITY
3 CUSTOMER SERVICE
4 VARIETY
5 BUYING FROM A SOCIAL CONSCIOUS BRAND
5 MOST
SOCIALLY RESPONSABLE BRANDS:
Walgreens / Coca-Cola / Whole Foods
Google / Apple
5 LEAST
SOCIALLY RESPONSABLE BRANDS:
Bank of America / McDonalds / BP
Walmart / JPMorganChase
of employees would
seriously consider leaving their
job if their company gave no /
little money to charity
32%
76%
8%
16%
18%
26%
32%
Good work-life
balance 16.8%
Opportunities to
progress/be leaders 13.4%
Flexibility i.e.:
remote work, flexible hours 11.1%
Sense of
meaning 9.3%
Professional development
training programs 8.3%
The impact it
has on society 6.8%
ADAPTIVE
GLOBAL
MULTICHA
NNEL
RESPONSIBLE
OPEN
PRI
NCIPLED
6 FACTORS
ALL SUCCESSFUL
COMPANIES HAVE
IN COMMON
‘10 ‘11 ‘12 ‘13 ‘14 ‘15
29%
10%
10%
4%
4%
3%
36%
At Mindd we campaign for a more future friendly world through what we do best: develop campaigns for others.
Why? We need a mindshift in business to not just create value for ourselves but also for our surroundings and the future. - mindd.eu
The difference between consumer wishes and company behaviour
ABOUT FUTURE FRIENDLINESS