Get the Full Debrief: www.psfk.com/report/impact PSFK’s Impact Debrief explores how companies are moving beyond corporate social responsibility to embrace corporate social innovation. In this study, PSFK Labs spotlights emerging trends in the world of social good, offering insights into digital and organizational practices that will help any company elevate their impact and influence. The 25+ page report includes: -Fundamentals for creating corporate social innovation -6 comprehensive trends driving good business -24 best-in-class examples of companies elevating business impact through social good practices -Actionable steps for adopting and elevating a company’s social and environmental goals -Insights and statistical support from industry leaders -Key takeaways for brands and organizations in retail, travel, health, technology and beyond -Plus a 25+ page full presentation deck If you are interested in seeing a presentation of this report or would like to understand how PSFK can help your team ideate new possibilities for your brand, contact us at sales@psfk.com Issue date: March 2016

1. LABS
@PSFK
#ElevatingImpact
@psfk | #ElevatingImpact
SUMMARY PRESENTATION
HOW TO LEVERAGE SOCIAL GOOD TO DRIVE BRAND GROWTH
IMPACT DEBRIEF

2. PSFK
BUSINESS INTELLIGENCE
Since 2004, PSFK has helped global corporations concept
better products, services, communications and experiences.
Our researchers, analysts and designers leverage a unique
research process with unparalleled access to experts to identify
and develop new business opportunities for brands through:
PSFK.com Innovation Portal
• Daily Content
• Trends Report
Events
• Immersion Workshops & Tours
• Expert PanelsI
• Conferences
Consulting
• Trends-Led Strategy
• Product And Service Concepting
• Future Customer Journeys
• Prototyping
• Brand Development

3. LABS
@PSFK
#ElevatingImpact
Consumer Attitudes
Consumers are willing to compromise quality, pay more or
reduce how much they buy if it will have a positive impact on
social or environmental issues.
Global CSR Study Cone Communications/Ebiquity, 2015
72%
Business Impact
of MBA candidates would take a 15% salary cut for a job
that makes a social difference in the world.
Wicked Opportunities Report, Deloitte University Press, 2015
Tesla, Whole Foods, Ikea, Target and GE each generate $1
billion+ in annual revenue from products or services that have
sustainability or social good at their core.
Freya Williams, CEO, North America, Futerra
The Social
Good Landscape
of Gen Z are willing to pay extra for products and services
from companies dedicated to social and environmental change.
Consumer Loyalty Stats, Nielsen, 2016
83%

4. LABS
@PSFK
#ElevatingImpact
LABS
@PSFK
#ElevatingImpact
8 Emerging Trends
In Good Business
1. CHANGE INCUBATORS
2. DIGITAL ASSISTS
3. INCLUSIVE CULTURE
4. RADICAL TRANSPARENCY
5. SUSTAINABILITY ENGINEERING
6. IMPACT R&D
7. IMMERSIVE EMPATHY
8. INCREMENTAL IMPACT

5. LABS
@PSFK
#ElevatingImpact
01
Change Incubators
Mission-Based Incubators,
Accelerators, Venture Funds
And In-House Innovation
Accelerate The Growth of
Good Business

6. Sesame Street
@sesamestreet
Venture Fund Invests In Startups
Focused On Helping Children
Grow
01 CHANGE INCUBATORS

7. 01 CHANGE INCUBATORS

8. Chobani
@chobani
Yogurt Company Launches Incubator
For Natural-Food Company Start-Ups
01 CHANGE INCUBATOR
Chobani
@Chobani
Yogurt Company Launches
Incubator For Natural-Food
Company Start-Ups

9. 01 CHANGE INCUBATORS

10. LABS
@PSFK
#ElevatingImpact
01
Change Incubators
• What is a social problem that is core to
your brand’s mission?
• What are the internal resources or
expertise that your brand can provide?
• What external partners can you tap into
to accelerate innovation or scale impact?
• What infrastructure is required to help
consumers create impact on a local or
community level?
NEXT STEPS

11. LABS
@PSFK
#ElevatingImpact
02
Digital Assists
Mobile Technology,
Artificial Intelligence And
Data Analytics Allow
Companies To Empower
Individuals And Lend A
Helping Hand

12. MasterCard
@MasterCard
Digital Identities Allow Victims Of
Disaster To Register For Aid
02 DIGITAL ASSISTS

13. 02 DIGITAL ASSISTS

14. L’Oreal Brazil
@LorealParisBR
Cosmetic Company Creates Audio
Assistant To Help Visually Impaired
Women Apply Makeup
02 DIGITAL ASSISTS

15. 02 DIGITAL ASSISTS

16. Sprint
@Sprint
Wireless Service Provider Gives
Away One Million Devices To High
School Students
02 DIGITAL ASSISTS

17. 02 DIGITAL ASSISTS

18. LABS
@PSFK
#ElevatingImpact
02
Digital Assists
• What areas of expertise can your brand can
leverage to serve new communities?
• In what ways can your brand use existing
resources to create opportunities for
marginalized populations?
• What improvements can be made to
organizational processes to empower your
workforce to teach others?
• Can you leverage the knowledge of
consumers to provide assistance?
NEXT STEPS

19. LABS
@PSFK
#ElevatingImpact
03
Inclusive Culture
Making A Commitment To Diversity In
All Its Forms Through Internal
Practices And External Messaging

20. COVERGIRL
@COVERGIRL
MakeUp Brand Breaks Boundaries By
Naming First Male Spokesmodel
03 INCLUSIVE CULTURE

21. 03 INCLUSIVE CULTURE

22. Microsoft
@Microsoft
Technology Company Hosts A Two
Week Hands-On Academy for New
Autism Hires
03 INCLUSIVE CULTURE

23. 03 INCLUSIVE CULTURE

24. LABS
@PSFK
#ElevatingImpact
03
Inclusive Recruitment
• Have you performed a comprehensive
assessment of diversity within your
organization?
• How can you leverage the diversity of your
organization to reach new consumers?
• How can you change brand marketing and
storytelling to celebrate the diversity of
your audience?
NEXT STEPS

25. LABS
@PSFK
#ElevatingImpact
04
Radical Transparency
Transparent Business Operations
And Advocacy Efforts
Demonstrate An Authentic
Commitment To Social Good

26. Apple
@applesupport
Company Publicly Reports Child Labor And
Human Rights Violations In Supply Chain
04 RADICAL TRANSPARENCY

27. 04 RADICAL TRANSPARENCY

28. Campbell’s
@Campbell’s
Food Industry Leader Supports Federal
GMO Labeling Requirement Against
Industry Norms
04 RADICAL TRANSPARENCY

29. 04 RADICAL TRANSPARENCY

30. Everlane
@Everlane
Retailer Responds To Lower Global
Material Costs By Charging Lower Prices
04 RADICAL TRANSPARENCY

31. 04 RADICAL TRANSPARENCY

32. LABS
@PSFK
#ElevatingImpact
04
Radical Transparency
• Can you solicit a third-party assessment of
current operations and identify
opportunities for improvement?
• What changes can be made to how your
brand defines, publishes and reports on its
sustainability goals?
• How are you soliciting feedback from your
consumers and demonstrating that their
voices are being heard?
NEXT STEPS

33. LABS
@PSFK
#ElevatingImpact
05
Sustainability
Engineering
Sustainability Practices
Incorporated Into Core Business
Activities Help Organizations To
Progress Towards Environmental
Goals

34. Starbucks
@Starbucks
Unpurchased Meals Donated
To Community Food Banks
05 SUSTAINABILITY ENGINEERING

35. 05 SUSTAINABILITY ENGINEERING

36. Adidas
@adidas
3D-Printed Sneaker Made Out
Of Ocean Plastics
05 SUSTAINABILITY ENGINEERING

37. 05 SUSTAINABILITY ENGINEERING

38. Patagonia
@PatagoniaProv
Outdoor Clothing Company Creates An
Organic Beer Made Using Sustainable
Farming Practices
05 SUSTAINABILITY ENGINEERING05 SUSTAINABILITY ENGINEERING

39. 05 SUSTAINABILITY ENGINEERING05 SUSTAINABILITY ENGINEERING

40. LABS
@PSFK
#ElevatingImpact
05
Sustainability
Engineering
• Can you improve the use of technology and
data analytics to measure waste reduction
and consumption?
• Are there opportunities for your brand to
participate in the circular economy?
• What systems can you leverage or create to
help your consumers take an active role in
conservation efforts?
NEXT STEPS

41. LABS
@PSFK
#ElevatingImpact
06
Impact R&D
Socially-Minded Research And
Development Efforts Create
Shareable Insights And Inspire
Products With Net Positive Benefits

42. Unilever
@unilever
Public Health Campaign Decreases
Disease While Increasing Sales
06 IMPACT R&D

43. 06 IMPACT R&D

44. 06 IMPACT R&D
Refettorio Gastromotiva
@RefettorioBR
Celebrity Chefs Turn Food Waste Into
Meals For Homeless At Rio 2016
06 IMPACT R&D

45. 06 IMPACT R&D

46. 06 IMPACT R&D
Innocent Drinks
@innocent
Smoothie Company Creates Irra-Fresa App
That Helps Farmers Reduce Water Use By
40%

47. 06 IMPACT R&D

48. LABS
@PSFK
#ElevatingImpact
06
Impact R&D
• Does your brand have unique strengths
and capabilities that can be leveraged to
solve macro problems?
• Can you identify good business goals and
benchmarks that you can incorporate into
innovation and manufacturing efforts?
• How can you share key insights and best
practices to amplify impact?
• Does your company offer employee
intrapreneurship opportunities that can
contribute to company-wide social goals?
NEXT STEPS

49. LABS
@PSFK
#ElevatingImpact
07
Immersive Empathy
Using Emerging Storytelling
Technologies To Connect Viewers
More Deeply With The Realities Of
Individuals Around The Globe And
Impacts Of Social Good Efforts

50. Lokai
@livelokai
Jewelry Brand Partners With Non-Profit
To Create A Chatbot That Shows The
Challenges Women Face In Ethiopia
07 IMMERSIVE EMPATHY

51. 07 IMMERSIVE EMPATHY

52. TOMS
@TOMS
Virtual Reality Experience Shows Viewers
The Charitable Impact Of Their Purchases
08 INCREMENTAL IMPACT

53. 07 IMMERSIVE EMPATHY

54. PRY
@TenderClaws
Interactive Gaming Experience Reveals
The Struggles Of Living With PTSD
07 IMMERSIVE EMPATHY

55. 07 IMMERSIVE EMPATHY

56. LABS
@PSFK
#ElevatingImpact
07
Immersive Empathy
• How can you leverage the power and reach
of your brand to change the conversation?
• What unique storytelling tools can your
brand leverage to expand the strength and
scope of your message?
• What tools can you provide to enable your
customers to share stories around the
issues that are important to them?
NEXT STEPS

57. LABS
@PSFK
#ElevatingImpact
08
Incremental Impact
Building Platforms That Empower
Consumers To Share Their Time,
Effort And Expertise In Small
Doses That Collectively Contribute
To Significant Results

58. MapSwipe
@themissingmaps
App Lets Volunteers Map Vulnerable
Conflict Areas During Their Commute
08 INCREMENTAL IMPACT

59. 08 INCREMENTAL IMPACT

60. HelpAround
@Helparoundapp
App Creates Community For People With
Diabetes To Share Advice
07 IMMERSIVE EMPATHY

61. 08 INCREMENTAL IMPACT

62. LABS
@PSFK
#ElevatingImpact
08 Incremental Impact
THOUGHT STARTERS
• Can you identify contributions that
consumers can make that will collectively
ladder up to a larger impact?
• What are areas or causes central to your
organization where contributions and
crowdsourcing are necessary?
• Does your brand have access to resources
to develop a community-driven platform?
• How does your organization quantify the
impact of the platform?

63. LABS
@PSFK
#ElevatingImpact
Identify And Unify Around A Relevant Social Problem
Promote Cross-Functional Integration
Incentivize And Empower Employees
Create Value By Maximizing Sustainability Efforts
Deliver Transparency
Fundamentals For
Corporate
Social Innovation
1
2
3
4
5
LABS
@PSFK
#ElevatingImpact

64. LABS
@PSFK
#ElevatingImpact
@psfk | #ElevatingImpact
SUMMARY PRESENTATION
HOW TO LEVERAGE SOCIAL GOOD TO DRIVE BRAND GROWTH
IMPACT DEBRIEF