MSLGroup's Purple offering, which combines purpose and people, aims to help businesses drive positive change through workshops, research, and strategic initiatives focusing on collaborative social innovation. This framework identifies essential shifts in society and outlines internal pillars and external opportunity areas for organizations to align business objectives with societal needs, particularly in environment, health, education, and happiness. Key strategies include developing a shared purpose, organizing platforms for participation, energizing programs, and crafting engaging narratives to inspire stakeholders.

1. PurPle (Purpose + People)
MSLGROUPʼs citizenship offering#

2. What is PurPle?#

3. PurPle: Purpose + People#
PurPle (Purpose + People) is MSLGROUPʼs global offering for helping
business leaders drive positive change by catalyzing collaborative social
innovation and grassroots change movements.#

4. PurPle offering#
The PurPle offering consists of three parts: a workshop to set context,
exploratory research to identify opportunity areas and strategy to
catalyze positive change.#
1. CONTEXT! 2. OPPORTUNITY! 3. STRATEGY!
opportunity areas#
Four external
Four seismic shifts Four internal Four PurPle change
in society# strategic pillars# drivers#

5. Context: Four seismic shifts in
society#

6. Context: Four seismic shifts in society#
The intersection of four seismic shifts - end of trust, power to people,
quest for meaning and rise of shared value - has made it imperative for
organizations to integrate purpose, participation and performance.#
End of trust#
Rise of #
shared value#
Quest for Power to
meaning# people#

7. The end of trust#
People have more information than ever before and people donʼt trust
organizations. In fact, trust in all organizations, including corporations
and governments, is at an all-time low across the world.#
“#
“#
“#
If [social media activists] can bring down the Egyptian regime in a few
weeks, they can bring us down in nanoseconds. - PAUL POLMAN,
CEO, Unilever#
Photo from alancleaver on Flickr#
#

8. Power to the people#
People have new sources of power and people believe that only they
themselves can come up with innovative solutions to our most pressing
problems, not governments or corporations.#
“#
“#
The best sources for the great ideas we'll need to keep moving forward
“#
are the people we surround ourselves with everyday... friends, children,
parents, and grandparents who motivate and inspire curious minds and
creative spirits to achieve a greater good.#
- JILL BERAUD, former CMO, PepsiCo Americas Beverages#
Photo from untitlism on Flickr#
#

9. The quest for meaning#
People are searching for meaning connections with communities and
organizations around a shared purpose, and expect organizations to
enable such connections. #
Photo from xjrlokix on Flickr#

10. The rise of shared value#
People are demanding that organizations not only rediscover their social
purpose but also put it at the core of how they conduct their business
and engage with their stakeholders, to create shared value.#
Source: Michael E. Porter and Mark R. Kramer in HBR#

11. Opportunity: Four internal strategic
pillars and four external
opportunity areas#

12. Four internal strategic pillars#
For global CEOs, the four pillars to drive strategic change internationally
include: customer-centricity, innovation, talent and a shared policy
agenda.#
Shared policy Talent! Innovation! Customer
agenda! centricity!
Source: PwC Global CEO Survey 2011, 1200+ business leaders across 69 countries. #

13. “Good growth” and strategic change#
Global CEOs recognize that, in order to effectively drive strategic
change internationally, itʼs important for them to pursue “good growth” –
growth that is financially, socially, and environmentally sustainable.#
“#
“#
“#
Great brands are built on improving the lives of the people they serve;
maximum profit and high ideals arenʼt incompatible but, in fact,
inseparable. - JIM STENGEL, former global marketing officer, P&G#
Source: PwC Global CEO Survey 2011, 1200+ business leaders across 69 countries.
Photo from h.koppdelaney on Flickr#

14. Customer centricity and good growth#
Responding to changing behaviors in Western markets and new
demands from fast growing markets in Asia, for both consumers and
enterprise customers. Specifically, responding to growing customer
sentiment about environmental, social and governance practices.#
Marketing is no longer just selling and generating demand. Instead “#
“#
“#
marketers should approach costumers as whole human beings with
mind, hearts, and spirits, because consumers are looking for solutions
to their anxieties about making the globalized world a better place. -
PHILIP KOTLER#
Source: PwC Global CEO Survey 2011, 1200+ business leaders across 69 countries.
Photo from Photo Extremist on Flickr#

15. Innovation and good growth#
Co-creating products and services by collaborating with partners and
customers, often in non-home fast growing markets. Specifically, co-
creating socially beneficial products and services.#
Source: PwC Global CEO Survey 2011, 1200+ business leaders across 69 countries.
Photo from thinkpublic on Flickr#
#

16. Talent and good growth#
Bridging skill mismatches to address the unique needs of a two-speed
world, with slow growth in the Western markets and fast growth in Asian
markets. Specifically, attracting the talent to deliver on the social
innovation and change management strategy.#
The successful companies of the future will be those that integrate “#
“#
“#
business and employeesʼ personal values. The best people want to do
work that contributes to society with a company whose values they
share, where their actions count and their views matter. - JEROEN
VAN DER VEER, Committee of Managing Directors, Shell#
Source: PwC Global CEO Survey 2011, 1200+ business leaders across 69 countries. #
Photo from frankallanhansen on Flickr #

17. Shared policy agenda and good growth#
Collaborating with government agencies in the areas of education,
workforce health, intellectual property and infrastructure. #
Source: PwC Global CEO Survey 2011, 1200+ business leaders across 69 countries. #

18. Four opportunity opportunity areas#
There are millions of causes, but the three most important opportunity
areas for organizations to truly integrate business and societal
objectives are: environment, health and education.#
Environment! Health! Education! +! Happiness!
In addition, we have added a fourth opportunity area related to
“happiness, kindness and human potential”, based on our analysis of
socio-economic trends and corporate messages.#
Source: PwC Global CEO Survey 2011, 1200+ business leaders across 69 countries. #

19. 1. Environment, energy and sustainability#
Key socio-economic trends driving the environment opportunity include:
energy insecurity; pressure from NGOs like Greenpeace; and consumer
willingness to pay a premium for green products.#
Photo from The James Kendall on Flickr#

20. 2. Health, wellness and nutrition#
Key socio-economic trends driving the health opportunity include: rise in
lifestyle related diseases; rising cost of healthcare; and consumer
willingness to pay a premium for organic and healthy products.#
Photo from Logan Brumm Photography and Design on Flickr#

21. 3. Education, learning and capability building#
Key socio-economic trends driving the education opportunity include:
gaps in public education; gap between demand and supply of mid-
skilled manpower; and global war for high-skilled knowledge workers.#

22. 4. Happiness, kindness and human potential#
Key socio-economic trends driving the happiness opportunity include:
prolonged recession in the West, the gap between aspirations and
reality in emerging markets, and our increasingly solitary lives.#
Photo from camdiluv on Flickr #

23. Opportunity: Four internal strategic pillars and
four external opportunity areas#
Organizations can find opportunities to integrate purpose, participation
and performance at the intersection of four internal change drivers and
four external opportunity areas.#
Potential#
Max +ive#
Happiness#
Education#
External
opportunity
areas!
Health#
Protection#
Min –ive#
Environment#
Corporate# Consumer#
reputation# activation#
Innovation#
Centricity#
Customer
strategic
Shared #
agenda#
Internal
pillars !
policy #
Talent#

24. How to use the PurPle Opportunity Matrix#
The PurPle Opportunity Matrix is essentially a left-brain tool for visually
representing the right brain approach of synthesizing complex priorities
into a compelling narrative.#
1# 2# 3#
Create a heat map Create a heat map Identify a purpose
for the organization# for relevant others space that can
and do a SWOT# synthesize
complex priorities#

25. Strategy: Four PurPle change
drivers#

26. Strategy: Four PurPle change drivers#
To catalyze positive change, organizations need four PurPle change
drivers: a purpose to inspire people, a platform to organize people,
programs to energize people and stories to spark participation.#
A purpose to
1
inspire people#
Positive Change#
A platform to
2 organize people#
Programs to
3
energize people#
Stories to spark
4 participation#
Time#

27. 1. A shared purpose to inspire people#
We start with one-to-one interviews and workshops with the senior
management, then invite employees and stakeholders to participate in
an online network to co-discover the shared purpose.#
One to one
interviews with key
employees!
!
1# - Organization or
brand persona#
# Mind-mapping &
- Organization or synthesis
brand purpose! workshops!
!
- Social Heartbeat or
3# shared purpose#
# !
Peopleʼs Lab - Purpose-inspired
insights storytelling!
community!
!
- Stakeholdersʼ
2# persona!
!
- Stakeholdersʼ
purpose!
#

28. 2. A platform to organize people #
We crowdsource and validate a purpose-inspired platform on
MSLGROUPʼs PurPle Network, then create a custom community
platform for the client to organize their stakeholders, using
MSLGROUPʼs Peopleʼs Lab crowdsourcing solution.#
PurPle Network!
FEATURED UPDATE!
Letʼs welcome our new PurPle experts from
Germany, India and Brazil!!
FEATURED REQUEST!
FEATURED
MEMBERS!
We have a request from a
French infrastructure company,
which wished to engage local
communities to help transform
its projects into community
spaces. Has anyone here
worked on a similar project
before?#
Comment# Contact#
MOST RECENT REQUESTS! ACTIVITY!

29. 3. Programs to energize people #
We use the PurPle Ecosystem Matrix to create a series of integrated
programs to energize or identify opportunities to integrate existing
programs into a connected PurPle Ecosystem.#
Potential#
Max +ive#
Collaborative Purpose-
social inspired
innovation! movement
marketing!
Corporate# PurPle Consumer#
reputation# Ecosystem! activation#
Corporate Philanthropy-
social based cause
Protection#
responsibility! marketing!
Min –ive#

30. 4. Stories to spark participation and action#
We use our purpose-inspired transmedia storytelling approach to create
compelling stories that act as the glue between platforms and programs
and spark participation and action.#
2. ROLE OF
CONTENT#
3. SOURCES OF
CONTENT#
5. ROLE OF
MEDIA#
1. TYPES OF
STORIES#
4. ROLE OF
CHANNELS#

31. MSLGROUP PurPle case studies#

32. MSLGROUP PurPle case studies#
MSLGROUP has deep global capabilities to help clients create
compelling PurPle platforms and programs to inspire, organize and
energize their stakeholders.#
Potential#
Max +ive#
Collaborative Purpose-
social inspired - Perfetti
innovation! movement Kindness
- Dell Go Green marketing! Movement in
Challenge in India# China#
- P&G Life Opens
Up Project in US#
Corporate# Consumer#
reputation# activation#
- AXA People
Protectors
Community in
Protection#
Min –ive#
Corporate Philanthropy- France#
social based cause
responsibility! marketing!

33. Dell Go Green Challenge in India#
In 2010, Dell created a social innovation challenge for design students
and others to share ideas on how to redesign, reuse and recycle
gadgets to make them go green.#
Source: http://facebook.com/dellgogreen #

34. Alpenliebe Kindness Movement in China#
In 2011, Perfetti created an integrated year-long initiative to catalyze a
kindness movement and inspire millions of Chinese youth to appreciate,
share stories about and engage in everyday acts of kindness. #
Source: http://acandy.renren.com http://page.renren.com/alpenliebekindness #

35. P&G Life Opens Up Project in US#
Crest and Oral-B created the Life Opens Up Project (LOU) – an online
video contest showcasing stories from real people where the health of
their mouths played a pivotal role in helping them accomplish life goals.#
Source: http://lifeopensupproject.com#

36. AXA Peopleʼs Protectors Community in
France#
In 2011, AXA created a community to showcase stories of ordinary
people who are leading extraordinary projects to protect people.#
Source: http://facebook.com/axapeopleprotectors #

37. How can we help you change?#