Uploaded bySustainable Brands
Regenerating Commitment: The Purpose-driven Corporation in Action
Denise Morrison, CEO of Campbell Soup, discusses the importance of purpose-driven brands in a changing consumer landscape, particularly among millennials who prioritize social responsibility in their purchasing decisions. She emphasizes the company's commitment to providing real, nutritious food while being transparent and responsible towards the environment and communities. The need for sustainable practices and high standards in food production is central to their mission, aiming to positively impact all stakeholders involved.
More Related Content
Similar to Regenerating Commitment: The Purpose-driven Corporation in Action
Regenerating Commitment: The Purpose-driven Corporation in Action
- 2. Denise Morrison ChiefExecutive Officer Campbell Soup @CampbellSoupC Neil Grimmer Co-Founder & President Plum Organics @NeilGrimmerCEO Regenerating Commitment: The Purpose-driven Corporation in Action #SB14sd
- 3. Purpose-Driven Brands in a ChangingWorld Denise Morrison President & CEO 3
- 4. 80 million strong Millennials 4 Spend$1.3 trillion annually 2
- 5.
- 6.
- 7.
- 8.
- 9. We believe inthe power of food to connect people. 7
- 10. We believe that food canbe good, delicious, and accessible— all three, without compromise. It’s an idea pioneered by our founders. 8
- 11. We believe wehave a duty greater than just that of generating returns for our shareholders. A duty to the earth. A duty to our communities. A duty to our people. 9
- 12. But the worldis changing. The consumer is changing. Who they are is changing. Millennials are the largest generation in U.S. history. 2050 is the year the Hispanic population will become the majority population in the United States. The rising global middle class: MILLENNIALS BABY BOOMERS Spend $56 Trillion Spend $21 Trillion 10
- 13. 11 The growth ofpackaged fresh foods and expansion of multi-channel shopping.
- 14. The world ischanging. The consumer is changing. What they care about is changing. More than half of consumers ages 18-34 say that if price and quality are equal, a brand’s social purpose is the most important factor when they’re buying something. >60%Agreed with the statement “By choosing to do business with companies that are more socially responsible, I can make a difference in this world.” . 13
- 15. We make realfood for real people. They trust us to provide food and drink that is good, honest, authentic, and flavorful—made from ingredients that are grown, prepared, cooked, or baked with care. People love that our food fits their real lives, fuels their bodies, and feeds their souls. And they appreciate knowing what goes into our food, and why— so they can feel good about the choices they make, for themselves and their loved ones. 14
- 16. The standards wemust always uphold: + Put safety above all else— because if we don’t, nothing else matters. + Craft every product around the lives of the real people who rely on it: Delicious, readily available when and where they need it, at a fair price. + Be open and honest about the food we make—transparent about our ingredients and processes, and inclusive in our engagement with the stakeholders who care. + Never stop looking for ways to improve the ingredients, taste, quality, and accessibility of our food. 15
- 17. What we doevery day matters. Families of all kinds rely on our foods. Our people rely on us for a challenging and supportive workplace. Our customers rely on us to help them meet the needs of their customers, profitably. Communities rely on us to help them thrive. And our shareholders rely on us for solid, sustainable returns. We make the biggest impact for all these groups when we set, and meet, high goals—as a business, and as good stewards of the natural resources we all share. 16
- 18. We have aresponsibility to drive sustainability, from field to spoon. Cut environmental footprint of our product portfolio in half by 2020 Help our communities to thrive 17
- 19.
- 20.
- 21. We make realfood for real people. They trust us to provide food and drink that is good, honest, authentic, and flavorful—made from ingredients that are grown, prepared, cooked, or baked with care. People love that our food fits their real lives, fuels their bodies, and feeds their souls. And Our food encourages people to pause and savor life’s moments. Whether shared or enjoyed alone, every single product we make connects people—to each other, to warm memories, to what’s important today—and invites them to live those moments a little more richly. 20
- 23.
- 24.
- 25.
- 26. DRIVEN BY AMISSION 24
- 27. YOU’RE NOT JUSTFEEDING THEM BABY FOOD, YOU’RE SETTING THEIR COURSE… FOR LIFE 25
- 28.
- 29.
- 30.
- 31.
- 32.
- 33.
- 34. 1 IN 5CHILDREN ARE STARVING. RIGHT HERE IN AMERICA. 33
- 35. THEY’RE NOT STARVING FORCALORIES. THEY’RE STARVING FOR FOOD. 34
- 36. REAL FOOD. NUTRITIOUSFOOD. THE KIND OF FOOD EVERY BABY DESERVES. 35
- 37.
- 38. When little onesare FULL of nutrients they can live into their FULL potential so they can have their FULL effect on the world 37
- 39.
- 40.
- 41.
- 42.
- 43.
Editor's Notes
- #4 3
- #7 + IBM’s purpose is “to be essential.” A company that’s deemed an essential partner to the organizations, governments, and people of the world. + Look at IBM’s history and you can see this has been true at every turn…businesses they have entered and exited…products launched, companies acquired. + This spirit brought IBM back from the brink of bankruptcy in 1993: Gerstner stripped company back to only what was essential. + Now this guides IBM’s external agenda with the world (Let’s build a smarter planet) + And it guides internal behavior (1 purpose, 3 values, 9 practices)
- #8 + Let’s look at another company — a mass consumer brand. + Nike’s purpose is “To bring inspiration and innovation to every athlete in the world.” And by the way, they say, *If you have a body, you are an athlete. + Nike believes that if they help people feel like winners, they will win. They focus on the consumer, not the competition.
- #10 + Persistent belief in power of food to connect people. + Has shown up in everything from our product development to our advertising to our packaging.
- #11 + Another persistent belief is that food can be good, delicious and accessible--all three, without compromise. + Which means, we have always had a pioneering, entrepreneurial spirit: constant experimentation and innovation in pursuit of this goal. + This is an idea pioneered by our founders.
- #12 + Our third persistent belief: we believe we have a duty greater than just that of generating returns to our shareholders. + We also have a duty to... + The earth that provides our raw materials + The communities that support us + The people who bring their talents through our doors each day
- #13 + We’re now facing forces of the future that are testing us like never before: Demographics, transparency, attitudes, technology-driven social change, health, shopping habits etc...all the “seismic shifts” we have talked about + Because we are “consumer first”, we look at this through the lens of consumers, and how they are changing. + Who they are is changing + By 2050, the majority population in the US will be Hispanic. + Today, the world’s middle class is 2bn strong of whom 28% are in Asia. By 2030 it will be 4.9bn strong, with 66% in Asia. + Millennials are largest generation in U.S. history: By 2030, 79M of them versus 56M boomers.
- #14 + We’re now facing forces of the future that are testing us like never before: Demographics, transparency, attitudes, technology-driven social change, health, shopping habits etc...all the “seismic shifts” we have talked about + Because we are “consumer first”, we look at this through the lens of consumers, and how they are changing. + Who they are is changing + By 2050, the majority population in the US will be Hispanic. + Today, the world’s middle class is 2bn strong of whom 28% are in Asia. By 2030 it will be 4.9bn strong, with 66% in Asia. + Millennials are largest generation in U.S. history: By 2030, 79M of them versus 56M boomers.
- #16 + Real food…. I want to read the beliefs because there is real power in these words.
- #17 + Real food….(talk about the standards)
- #18 + That matters Read the beliefs
- #22 + Life’s moments Read the beliefs
- #24 + Life’s moments Read the beliefs
- #25 What we are doing here over the next few days is important. What we are doing here over the next few days We are defining the path for a globally iconic food company that has been relevant in peoples lives for the last 146 years What we are doing here over the next few days is charting the course to be relevant to consumers for the next 146 years. I want to share some stories about the purpose and passion of Plum.
- #26 The kind of love that will drive a parent to give their kids the very best Is the same kind of love that has driven this company for the last 6 years
- #31 After all amazing deserves amazing
- #32 After all amazing deserves amazing This sets the bar for every product that we make and every action that we take…. And even when we fall short of this goal…. We don’t hesitate to make it right …. Such as the small voluntary recall we announced yesterday Alt: From how we communicate to parents to how we manage quality issues like the voluntary recall we announced yesterday,
- #33 Like many of you in the room… we believe business can and should be a force for change…… We have been proud to be part of the B corp community since our infancy and Its not just enough to create a good product we need to be doing good in the world The Full effect along with the core mission of our business have crystalized in to a simple public benefit nourish America children with healthy organic foods and Tackle infant/toddler malnutrition across the country. B corps are businesses the adheir to the highest standard of social and envirmental responsibility. Brands such as
- #34 Like many of you in the room… we believe business can and should be a force for change…… We have been proud to be part of the B corp community since our infancy and Its not just enough to create a good product we need to be doing good in the world The Full effect along with the core mission of our business have crystalized in to a simple public benefit nourish America children with healthy organic foods and Tackle infant/toddler malnutrition across the country. B corps are businesses the adheir to the highest standard of social and envirmental responsibility. Brands such as
- #36 But there were still families we were not reaching…. 1 in 5 kids…roughly 16 million kids are starving right here in America….
- #38 16 million kids that have food insecurity _ don’t know where their next meal is coming from Don’t have access to the nutrition they need to grow and survive
- #39 People what we are talking about is one of these amazing little ones wont have the opportunity to reach their full potential, Wont have their opportunity to live into their amazing.
- #40 To help those 16 million have their full effect on the world.
- #41 Our goal is to create and serve 500K super smoothies to families in need
- #44 What if we focused on a different # The # ONE What if everyone here today grabbed a napkin off the table, shake off the crumbs and and jot down ONE action, ONE way to apply your unique gifts and talents to help ONE child in America a fighting change for a bright future