A global revolution is in full swing, and the Sustainable Brands Conference is where sustainability, brand and innovation leaders gather to learn, share and strategize to shape the future. SB'12 was the largest gathering to date, a kinetic convergence of innovators from more than 150 companies from around the world finding new ways to create monumental disruption in traditional models of commerce and consumption.
This document is a presentation from Satori Engine, a retail strategy firm, identifying consumer trends and opportunities for supermarkets. It summarizes several key trends: an aging population is influencing grocery shopping; consumers are increasingly health and environmentally conscious; mobile technologies and one-person households are on the rise; and time-poor consumers demand convenience. The presentation provides examples of foreign supermarkets that are addressing these trends innovatively and concludes by listing Satori Engine contacts.
The document outlines EverSpring's final marketing plan, including details about the company such as its mission to offer affordable home furnishings and vision for better living. It analyzes EverSpring's current customer base, offerings, and capabilities, and identifies strengths, weaknesses, opportunities, and threats. The plan proposes introducing a new "Tras" sock product line to expand into the hosiery market and increase EverSpring's home clothing presence.
Declining unemployment and rising incomes in Brazil have led to a massive demographic shift with more consumers entering the middle class. A survey of these "More for Less" emerging consumers found they are optimistic about their financial futures and that their standards of living have improved in recent years. They carefully compare prices both in physical stores and online and aspire to home ownership, vehicles, education, and travel. Stores attract these consumers through brands, proximity, service, and credit options but can lose them due to poor service or high prices.
Building brand loyalty in wine - May 23rd, 2012Vins CAT
This document discusses building brand loyalty in the wine industry. It outlines that brands must have authenticity, authority, friendliness, status, loyalty, irreverence, and conscience to be effective. Brand positioning should communicate emotional and rational benefits to turn desire into action. Building loyalty is about relevance and knowing what is important to consumers, such as value for money and consistency. Communicating the brand through labels can influence expected price, with traditional labels expected to be higher priced.
The goodpurpose study is Edelman’s annual global research that explores consumer attitudes around social purpose, including their commitment to specific social issues and their expectations of brands and corporations. The survey was conducted in 13 countries among more than 7,000 adults. It is the only global study of its kind.
This 10-step marketing plan template provides guidance for developing a marketing strategy for a product or company. It outlines the key elements to include which are identifying the primary target market and their needs, wants and demands; analyzing competitors and the market opportunity; and developing the marketing mix strategies around product, price, promotion, place, and the overall generic strategy. The document emphasizes following principles of power presentation and includes grading criteria focusing on understanding customers and competitors, as well as developing strong company and marketing mix strategies.
This document discusses branding and public relations. It provides an agenda for an upcoming keynote speech and workshop on unlocking the power of branding and engaging stakeholders through PR. The document discusses where branding goes wrong, what a brand is, why businesses need brands, and how brands work. It provides examples of brands helped by the speaker's company and discusses predatory thinking.
The document discusses consumer markets and buyer behavior. It defines a consumer as an individual who purchases goods and services for personal or household use. A customer refers to someone who regularly purchases from a particular store. It then examines factors that influence consumer buying behavior like cultural, social, personal, and psychological characteristics. These characteristics form the "black box" that marketers try to understand to influence consumer decisions. The document provides examples of how cultural factors like religion and social norms can impact product preferences and purchasing behaviors.
This document is a presentation from Satori Engine, a retail strategy firm, identifying consumer trends and opportunities for supermarkets. It summarizes several key trends: an aging population is influencing grocery shopping; consumers are increasingly health and environmentally conscious; mobile technologies and one-person households are on the rise; and time-poor consumers demand convenience. The presentation provides examples of foreign supermarkets that are addressing these trends innovatively and concludes by listing Satori Engine contacts.
The document outlines EverSpring's final marketing plan, including details about the company such as its mission to offer affordable home furnishings and vision for better living. It analyzes EverSpring's current customer base, offerings, and capabilities, and identifies strengths, weaknesses, opportunities, and threats. The plan proposes introducing a new "Tras" sock product line to expand into the hosiery market and increase EverSpring's home clothing presence.
Declining unemployment and rising incomes in Brazil have led to a massive demographic shift with more consumers entering the middle class. A survey of these "More for Less" emerging consumers found they are optimistic about their financial futures and that their standards of living have improved in recent years. They carefully compare prices both in physical stores and online and aspire to home ownership, vehicles, education, and travel. Stores attract these consumers through brands, proximity, service, and credit options but can lose them due to poor service or high prices.
Building brand loyalty in wine - May 23rd, 2012Vins CAT
This document discusses building brand loyalty in the wine industry. It outlines that brands must have authenticity, authority, friendliness, status, loyalty, irreverence, and conscience to be effective. Brand positioning should communicate emotional and rational benefits to turn desire into action. Building loyalty is about relevance and knowing what is important to consumers, such as value for money and consistency. Communicating the brand through labels can influence expected price, with traditional labels expected to be higher priced.
The goodpurpose study is Edelman’s annual global research that explores consumer attitudes around social purpose, including their commitment to specific social issues and their expectations of brands and corporations. The survey was conducted in 13 countries among more than 7,000 adults. It is the only global study of its kind.
This 10-step marketing plan template provides guidance for developing a marketing strategy for a product or company. It outlines the key elements to include which are identifying the primary target market and their needs, wants and demands; analyzing competitors and the market opportunity; and developing the marketing mix strategies around product, price, promotion, place, and the overall generic strategy. The document emphasizes following principles of power presentation and includes grading criteria focusing on understanding customers and competitors, as well as developing strong company and marketing mix strategies.
This document discusses branding and public relations. It provides an agenda for an upcoming keynote speech and workshop on unlocking the power of branding and engaging stakeholders through PR. The document discusses where branding goes wrong, what a brand is, why businesses need brands, and how brands work. It provides examples of brands helped by the speaker's company and discusses predatory thinking.
The document discusses consumer markets and buyer behavior. It defines a consumer as an individual who purchases goods and services for personal or household use. A customer refers to someone who regularly purchases from a particular store. It then examines factors that influence consumer buying behavior like cultural, social, personal, and psychological characteristics. These characteristics form the "black box" that marketers try to understand to influence consumer decisions. The document provides examples of how cultural factors like religion and social norms can impact product preferences and purchasing behaviors.
La campaña "Yo sí tengo Abuela" busca promover el buen trato hacia las personas mayores entre los niños de escuelas primarias. El objetivo es cambiar la percepción negativa de "anciano" a una más positiva de "abuelito". Usará la frase coloquial "No tienes abuela" para conectarse con los niños y luego promover el mensaje de valorar a los abuelos. Los medios incluyen carteles, lonas, conferencias, pins y dípticos con imágenes y música para transmitir el mensaje.
El profesor llenó un frasco con pelotas de golf, canicas y arena para demostrar a sus estudiantes que aunque parezca lleno, siempre hay espacio para lo que más importa. Las pelotas de golf representan las cosas y personas más importantes de la vida, mientras que la arena son las pequeñeces que a veces nos distraen. Al final, añadió café al frasco para mostrar que siempre hay tiempo para los amigos.
The document provides information on the EU's Horizon 2020 program for clean, secure and efficient energy for the 2016-2017 work program. It discusses the political context, budget details, focus areas of energy efficiency, low carbon technologies, and smart cities and communities. Cross-cutting activities and opportunities for SMEs are also outlined. Participation data from the April 2015 call showed 264 proposals submitted, with 16 receiving funding. Common weaknesses identified in proposals included limited innovation value, lack of market analysis, undefined user needs, and unsupported economic impact claims.
Este documento describe cómo el Verbum Dei surgió como resultado del Concilio Vaticano II y su espíritu de renovación y "aggiornamiento". El Verbum Dei reflejó las enseñanzas del Concilio de igualdad, promoción del laicado, sencillez y vida en medio del mundo. También enfatizó la transformación social a través del compromiso con los pobres. El documento concluye que se necesita un corazón compasivo y consciente para llevar el mensaje del Evangelio de manera nueva en el mundo
1) 3-nitrobenzanthrone (3-NBA) is a potent mutagen found in diesel exhaust that is metabolized in rats. 2) A novel mercapturic acid metabolite, 3-aminobenzanthrone mercapturic acid (3-ABA-MA), was identified in rat urine after dosing with 3-NBA but not the less mutagenic 2-NBA isomer. 3) 3-ABA-MA may serve as a promising non-invasive biomarker of exposure to 3-NBA, though extremely sensitive analytical methods would be needed due to low concentrations.
Social Insight Connect is a Facebook application that allows companies to interact with, understand, and activate their Facebook fans. It provides private feedback channels within a brand's Facebook page to learn fans' attributes, actions, and attitudes through surveys and forums without fans leaving Facebook. This helps brands build insights over time to inform interactions, product development, and strategy. The application also provides tools to engage fans in co-creation, concept testing, and viral marketing campaigns to create value from Facebook fans.
Este documento describe diferentes tipos de dispositivos de red como NICs, concentradores, puentes, switches y puertos de red. Explica que un NIC es un circuito integrado que conecta dispositivos a una red, un concentrador amplifica señales para extender el alcance de una red, un puente filtra el tráfico entre segmentos de red, y un switch envía paquetes basado en las direcciones MAC.
El documento describe diferentes procedimientos diagramáticos utilizados en proyectos de arquitectura. Estos incluyen diagramas para organizar elementos, representar datos y relaciones, y comunicar estrategias operativas. Se analizan ejemplos específicos que ilustran cada tipo de diagrama.
El documento resume factores de crecimiento como EGF, VEGF y sus receptores EGFR y VEGFR. Describe la estructura y subtipos de EGFR, su importancia en el desarrollo del cáncer y su asociación con mal pronóstico. Explica los estímulos y subtipos de VEGF y sus efectos en la angiogénesis y permeabilidad vascular. Finalmente, detalla las funciones de los receptores VEGFR-1, VEGFR-2 y VEGFR-3.
Este documento trata sobre las sartas de perforación. Explica los componentes principales de una sarta de perforación como la barrena, collares, tubería pesada y tubería de perforación. También describe accesorios como estabilizadores y herramientas para el manejo de la sarta. Finalmente, cubre conceptos como el peso de la sarta, punto neutral y cálculo del número de collares necesarios basado en el peso requerido sobre la barrena.
1. La historia de la enfermería se remonta a la antigüedad, cuando los sacerdotes atendían a los enfermos en templos dedicados a dioses de la salud como Esculapio.
2. En la Edad Media, las órdenes religiosas fundaron hospitales-monasterios atendidos por monjas-enfermeras.
3. En el siglo XIX surgieron las primeras escuelas de enfermería modernas, influenciadas por Florence Nightingale, considerada la fundadora de la enfermería moderna.
This document provides information about an upcoming conference on operational excellence and lean manufacturing to be held February 24-25, 2015 in Atlanta, GA. The conference will feature presentations from 17 lean executives on implementing lean initiatives and overcoming common challenges. Attendees will learn how to launch and sustain lean programs, develop soft skills, and cultivate a culture of continuous improvement. Optional workshops will offer deeper training on applying lean to business processes and improving changeover times. Register by calling or emailing the provided contact.
Hotel Cueva Yunak, Evreli, Capadoccia, TurquíaB2B3
El documento describe Yunak, un complejo de alojamiento excavado en cavernas en Capadocia, Turquía que data de los siglos V y VI cuando las comunidades cristianas cavaban cavernas para protegerse de los romanos. Más de mil años después, las cavernas se han convertido en un laberinto de 27 habitaciones decoradas con muebles y cortinas otomanas, pisos de madera y alfombras turcas, y baños de mármol, ofreciendo un lugar único para alojarse y descansar en la naturaleza.
Este documento presenta el informe de prácticas de Edward Paez de grado 1007 en metalmecánica en el Instituto Técnico Industrial de Zipaquirá. Incluye prácticas en metalistería, fabricación de un quitaescoria y un muñeco metálico, soldadura, mecánica industrial, afilado de buriles, cilindrado en torno y metrología. También presenta normas de seguridad industrial.
Las chicas youtubers y gamers Sara12031986 y Yellow Mellow están teniendo éxito en YouTube. Sara ha hecho dos series exitosas con Willyrex y espera subir al millón de suscriptores en 2014. Yellow Mellow, nacida en Francia pero que vive en España, ama YouTube y tiene tres canales populares, especialmente sobre gameplays.
Restaurant Room es una empresa mexicana que ofrece soluciones integrales para el diseño y equipamiento de restaurantes, cocinas industriales y otros negocios de alimentos. La empresa cuenta con una amplia variedad de equipos de cocina, refrigeración y preparación de alimentos de marcas reconocidas, así como utensilios, acero inoxidable y vajillas. Restaurant Room realiza visitas de consultoría para determinar los equipos más adecuados a las necesidades del cliente y ofrece servicios integrales que incluyen diseño, instalación, capacitación y mantenimiento.
Crystal Mirage provides precision laser engraving services on 2D and 3D crystals. They create unique designs for corporate gifts, trophies, home decor, and more using laser engraving. The company has over 10 years of experience and can engrave over 100,000 faces. Their products are manufactured in Mumbai and they have departments for design, production, sales, and more. Key clients include many large Indian and multinational corporations. The company's vision is to expand nationally and internationally while delivering the best crystal gifts.
Este documento presenta los cálculos para seleccionar una cadena de transmisión adecuada para una aplicación específica. Se proporcionan los datos del motor eléctrico, la velocidad de giro, la potencia y otros parámetros. Luego, se realizan cálculos para determinar la velocidad lineal, la fuerza utilizada, la fuerza de la cadena y la presión máxima de contacto de la superficie. Finalmente, se concluye que la cadena seleccionada es adecuada para la aplicación según los límites especific
This document discusses social entrepreneurship and social enterprises. It provides statistics on the size and growth of the social enterprise sector in the UK. It explores trends like empowering communities and encouraging social responsibility. It emphasizes the importance of having a clear social purpose beyond profit. Innovation, ownership models, measurement of social impact, and challenges in accessing finance and building capabilities are also covered. The document advocates bringing business skills to help social organizations operate sustainably and maximize their social impact.
SEM San Diego: Search & Social w Gary WareGary Ware
This document discusses integrating a multi-channel marketing strategy. It covers understanding the consumer decision journey across search and social media channels. It emphasizes that search is key in all stages of the consumer funnel, while social plays a big role in awareness. The document recommends developing a unified strategy that aligns content and messaging across paid, owned and earned channels. It introduces i.d.e.a. as an agency that delivers integrated marketing solutions to move people, products and culture.
La campaña "Yo sí tengo Abuela" busca promover el buen trato hacia las personas mayores entre los niños de escuelas primarias. El objetivo es cambiar la percepción negativa de "anciano" a una más positiva de "abuelito". Usará la frase coloquial "No tienes abuela" para conectarse con los niños y luego promover el mensaje de valorar a los abuelos. Los medios incluyen carteles, lonas, conferencias, pins y dípticos con imágenes y música para transmitir el mensaje.
El profesor llenó un frasco con pelotas de golf, canicas y arena para demostrar a sus estudiantes que aunque parezca lleno, siempre hay espacio para lo que más importa. Las pelotas de golf representan las cosas y personas más importantes de la vida, mientras que la arena son las pequeñeces que a veces nos distraen. Al final, añadió café al frasco para mostrar que siempre hay tiempo para los amigos.
The document provides information on the EU's Horizon 2020 program for clean, secure and efficient energy for the 2016-2017 work program. It discusses the political context, budget details, focus areas of energy efficiency, low carbon technologies, and smart cities and communities. Cross-cutting activities and opportunities for SMEs are also outlined. Participation data from the April 2015 call showed 264 proposals submitted, with 16 receiving funding. Common weaknesses identified in proposals included limited innovation value, lack of market analysis, undefined user needs, and unsupported economic impact claims.
Este documento describe cómo el Verbum Dei surgió como resultado del Concilio Vaticano II y su espíritu de renovación y "aggiornamiento". El Verbum Dei reflejó las enseñanzas del Concilio de igualdad, promoción del laicado, sencillez y vida en medio del mundo. También enfatizó la transformación social a través del compromiso con los pobres. El documento concluye que se necesita un corazón compasivo y consciente para llevar el mensaje del Evangelio de manera nueva en el mundo
1) 3-nitrobenzanthrone (3-NBA) is a potent mutagen found in diesel exhaust that is metabolized in rats. 2) A novel mercapturic acid metabolite, 3-aminobenzanthrone mercapturic acid (3-ABA-MA), was identified in rat urine after dosing with 3-NBA but not the less mutagenic 2-NBA isomer. 3) 3-ABA-MA may serve as a promising non-invasive biomarker of exposure to 3-NBA, though extremely sensitive analytical methods would be needed due to low concentrations.
Social Insight Connect is a Facebook application that allows companies to interact with, understand, and activate their Facebook fans. It provides private feedback channels within a brand's Facebook page to learn fans' attributes, actions, and attitudes through surveys and forums without fans leaving Facebook. This helps brands build insights over time to inform interactions, product development, and strategy. The application also provides tools to engage fans in co-creation, concept testing, and viral marketing campaigns to create value from Facebook fans.
Este documento describe diferentes tipos de dispositivos de red como NICs, concentradores, puentes, switches y puertos de red. Explica que un NIC es un circuito integrado que conecta dispositivos a una red, un concentrador amplifica señales para extender el alcance de una red, un puente filtra el tráfico entre segmentos de red, y un switch envía paquetes basado en las direcciones MAC.
El documento describe diferentes procedimientos diagramáticos utilizados en proyectos de arquitectura. Estos incluyen diagramas para organizar elementos, representar datos y relaciones, y comunicar estrategias operativas. Se analizan ejemplos específicos que ilustran cada tipo de diagrama.
El documento resume factores de crecimiento como EGF, VEGF y sus receptores EGFR y VEGFR. Describe la estructura y subtipos de EGFR, su importancia en el desarrollo del cáncer y su asociación con mal pronóstico. Explica los estímulos y subtipos de VEGF y sus efectos en la angiogénesis y permeabilidad vascular. Finalmente, detalla las funciones de los receptores VEGFR-1, VEGFR-2 y VEGFR-3.
Este documento trata sobre las sartas de perforación. Explica los componentes principales de una sarta de perforación como la barrena, collares, tubería pesada y tubería de perforación. También describe accesorios como estabilizadores y herramientas para el manejo de la sarta. Finalmente, cubre conceptos como el peso de la sarta, punto neutral y cálculo del número de collares necesarios basado en el peso requerido sobre la barrena.
1. La historia de la enfermería se remonta a la antigüedad, cuando los sacerdotes atendían a los enfermos en templos dedicados a dioses de la salud como Esculapio.
2. En la Edad Media, las órdenes religiosas fundaron hospitales-monasterios atendidos por monjas-enfermeras.
3. En el siglo XIX surgieron las primeras escuelas de enfermería modernas, influenciadas por Florence Nightingale, considerada la fundadora de la enfermería moderna.
This document provides information about an upcoming conference on operational excellence and lean manufacturing to be held February 24-25, 2015 in Atlanta, GA. The conference will feature presentations from 17 lean executives on implementing lean initiatives and overcoming common challenges. Attendees will learn how to launch and sustain lean programs, develop soft skills, and cultivate a culture of continuous improvement. Optional workshops will offer deeper training on applying lean to business processes and improving changeover times. Register by calling or emailing the provided contact.
Hotel Cueva Yunak, Evreli, Capadoccia, TurquíaB2B3
El documento describe Yunak, un complejo de alojamiento excavado en cavernas en Capadocia, Turquía que data de los siglos V y VI cuando las comunidades cristianas cavaban cavernas para protegerse de los romanos. Más de mil años después, las cavernas se han convertido en un laberinto de 27 habitaciones decoradas con muebles y cortinas otomanas, pisos de madera y alfombras turcas, y baños de mármol, ofreciendo un lugar único para alojarse y descansar en la naturaleza.
Este documento presenta el informe de prácticas de Edward Paez de grado 1007 en metalmecánica en el Instituto Técnico Industrial de Zipaquirá. Incluye prácticas en metalistería, fabricación de un quitaescoria y un muñeco metálico, soldadura, mecánica industrial, afilado de buriles, cilindrado en torno y metrología. También presenta normas de seguridad industrial.
Las chicas youtubers y gamers Sara12031986 y Yellow Mellow están teniendo éxito en YouTube. Sara ha hecho dos series exitosas con Willyrex y espera subir al millón de suscriptores en 2014. Yellow Mellow, nacida en Francia pero que vive en España, ama YouTube y tiene tres canales populares, especialmente sobre gameplays.
Restaurant Room es una empresa mexicana que ofrece soluciones integrales para el diseño y equipamiento de restaurantes, cocinas industriales y otros negocios de alimentos. La empresa cuenta con una amplia variedad de equipos de cocina, refrigeración y preparación de alimentos de marcas reconocidas, así como utensilios, acero inoxidable y vajillas. Restaurant Room realiza visitas de consultoría para determinar los equipos más adecuados a las necesidades del cliente y ofrece servicios integrales que incluyen diseño, instalación, capacitación y mantenimiento.
Crystal Mirage provides precision laser engraving services on 2D and 3D crystals. They create unique designs for corporate gifts, trophies, home decor, and more using laser engraving. The company has over 10 years of experience and can engrave over 100,000 faces. Their products are manufactured in Mumbai and they have departments for design, production, sales, and more. Key clients include many large Indian and multinational corporations. The company's vision is to expand nationally and internationally while delivering the best crystal gifts.
Este documento presenta los cálculos para seleccionar una cadena de transmisión adecuada para una aplicación específica. Se proporcionan los datos del motor eléctrico, la velocidad de giro, la potencia y otros parámetros. Luego, se realizan cálculos para determinar la velocidad lineal, la fuerza utilizada, la fuerza de la cadena y la presión máxima de contacto de la superficie. Finalmente, se concluye que la cadena seleccionada es adecuada para la aplicación según los límites especific
Similar to SB'12 - Karen Barnes - Shelton, Hernan Sanchaz - Havas Media Intelligence, Jonathan Yohannan, - Cone Communications, Kevin Williams - Pure Branding, Annie Longsworth - Saatchi & Saatchi S, Henk Campher - Edelman
This document discusses social entrepreneurship and social enterprises. It provides statistics on the size and growth of the social enterprise sector in the UK. It explores trends like empowering communities and encouraging social responsibility. It emphasizes the importance of having a clear social purpose beyond profit. Innovation, ownership models, measurement of social impact, and challenges in accessing finance and building capabilities are also covered. The document advocates bringing business skills to help social organizations operate sustainably and maximize their social impact.
SEM San Diego: Search & Social w Gary WareGary Ware
This document discusses integrating a multi-channel marketing strategy. It covers understanding the consumer decision journey across search and social media channels. It emphasizes that search is key in all stages of the consumer funnel, while social plays a big role in awareness. The document recommends developing a unified strategy that aligns content and messaging across paid, owned and earned channels. It introduces i.d.e.a. as an agency that delivers integrated marketing solutions to move people, products and culture.
Meaningful brands category insights sb content dec 30 1Sustainable Brands
Google is the top performing brand in the Information Technology and Communications (ITC) category according to an analysis of brand equity. The analysis evaluates perceived importance and performance of brands across marketplace, collective, and personal outcomes. While Google performs strongly in most areas, there is opportunity to improve performance on some collective dimensions and emotional/social personal attributes. The analysis provides insights on how Google and other top brands like Honda deliver meaningful contributions and relationships with consumers.
Jos van Haastrecht - Securing stakeholder understanding and engagementDSM
This presentation was given at the EACD Regional Debate on 18 October in Amsterdam and deals with securing stakeholder understanding and engagement at DSM.
Accenture identifies what motivates consumers & how these motivations lead to changing consumer expectations, preferences & shopping habits. Read more.
Accenture identifies what motivates consumers & how these motivations lead to changing consumer expectations, preferences & shopping habits. Read more.
Jumpstart Success in Your Supply Chain: Sustainability Trends That Will Make ...Aggregage
Many companies are still reluctant to take on sustainability initiatives in their organizations. But in 2021 and on, making the switch to more sustainable decision-making can have some big business impacts. Join this incredible webinar with Jit Hinchman, Founder & President at Supply Chain Adviser™ and Sustainable Supply Chain Global Ambassador, to explore some trends in supply chain sustainability that may make your company rethink its current stance on technology, transparency, and overall operations.
Positioning Your Firm to Succeed in the MarketplaceThink Creative
This document provides guidance on positioning a firm to succeed in a changing marketplace. It recommends conducting strategy due diligence, segmenting customers and developing tailored value propositions. It also stresses the importance of product innovation, strengthening consumer engagement, and having a clear message. The key is adapting to changes through innovation, understanding customers' needs, and engaging consumers through multiple channels.
Sustainable Brand Perception vs. Performance: Reducing the GapSustainable Brands
This document summarizes a presentation on sustainable brand perception versus performance. It discusses research from several organizations that measures corporate sustainability performance metrics and compares them to consumer perceptions of brands' sustainability efforts. The goal is to identify any gaps between how sustainably companies operate and how sustainability leaders they are perceived to be. Understanding these gaps can help companies improve their sustainability communications and initiatives to better align perceptions with their actual performance.
Research Panel: Untangling the Consumer Attitude/Behavior Gap - Joseph StatonSustainable Brands
If consumers are becoming ever more aware of and interested in global environmental and social challenges, why is their behavior largely not reflective of this? How is it that those who buy the most stuff feel the least 'consumer guilt,' while still expressing the highest levels of awareness? Recent studies have found these and other perplexing contradictions between consumer beliefs, on the one hand, and purchasing behaviors on the other. To help us understand the consumer psyche on a deeper level, through hard facts and a healthy dose of empathy, we are joined by a stellar research panel of domain experts.
This document provides an overview of advertising strategies and trends. It discusses how advertising has evolved from mass broadcasting to more targeted and personalized approaches. It also highlights some key challenges in advertising, such as low consumer trust in ads and increasing audience fragmentation across channels. The document advocates moving from interruptive advertising to more engaging content that builds relationships with consumers.
1. The document discusses how to measure and create financial value through strong brands.
2. It introduces metrics like brand power, premium, and potential to quantify a brand's equity and how that drives returns.
3. Strong brands provide customers with meaningful experiences that are different and salient, building predisposition to choose the brand and pay a premium. Amplifying these brand strengths grows financial value.
Research Panel: Untangling the Consumer Attitude/Behavior GapSustainable Brands
If consumers are becoming ever more aware of and interested in global environmental and social challenges, why is their behavior largely not reflective of this? How is it that those who buy the most stuff feel the least 'consumer guilt,' while still expressing the highest levels of awareness? Recent studies have found these and other perplexing contradictions between consumer beliefs, on the one hand, and purchasing behaviors on the other. To help us understand the consumer psyche on a deeper level, through hard facts and a healthy dose of empathy, we are joined by a stellar research panel of domain experts.
The document analyzes Head & Shoulders shampoo marketing in Pakistan. It finds that while Head & Shoulders is one of the most popular shampoo brands, used by about 1/3 of the population, some customers are dissatisfied with quality and pricing issues. It recommends that P&G improve quality, introduce new flavors and packaging options, make the product more affordable and accessible, and run strong marketing campaigns to increase awareness of Head & Shoulders features.
The document discusses how consumers are increasingly expecting brands and companies to have a social purpose beyond just profit. Some key points:
- 83% of consumers are willing to change consumption habits to support social causes. 63% think brands spend too much on marketing.
- During an economic recession, 80% of global consumers feel it is still important for brands to support social causes, and 68% would remain loyal to brands that do.
- Consumers are more engaged with social causes than ever and want to collaborate with brands. Interest in social purpose spans all demographics.
- Media and websites are increasingly focused on covering the intersection of lifestyle and ethics. Evidence shows consumers prefer brands with social purposes.
Gen-Z Insights: Is Your Brand Ready To Take On The Next Generation? VIVALDI
With incredibly high expectations for brands, Gen-Z is a generation of competitive “aspirationalists.” We’ve identified 5 key Gen-Z insights that will help your brand unlock growth opportunities, they revolve around the following values: Access Over Ownership, Hyper-Personalization, Anchored In Ethics, Seamless Experiences and Capturing Attention.
Brands must find a new balance between stakeholder interests and engage in reciprocal relationships to create meaningful value. As meaning and value are defined through ongoing dialogue, brands must shift from one-way communication to interactive engagement where they help construct shared meanings. To remain relevant, brands will redefine their relationships and relevance through authentic, personal dialogues that reward all parties.
Shared Value - the next big thing in strategic innovation20110617 keynote gdf...Jeroen De Flander
1. Jeroen De Flander discusses the concept of strategic innovation and shared value, which involves finding ways for businesses to create economic and social value.
2. He emphasizes moving beyond traditional trade-off thinking where business and social goals are seen as competing, and instead finding ways they can be mutually reinforcing through the value chain.
3. De Flander provides examples of companies that have successfully created shared value and encourages changing mindsets to promote behaviors that lead to strategic innovation such as questioning assumptions and looking outside the industry for ideas.
This document discusses the importance of brands becoming useful to consumers in 2020 and beyond. It introduces the Bleublancrouge/Ipsos Utility Barometer, which measures six drivers of brand utility - captivate, co-exist, mobilize, inspire, challenge, and collaborate. The barometer was used to survey Canadians on over 100 brands. Key findings include that co-existing with consumers by making their daily lives easier has the most significant impact on perceived brand utility. Going forward, brands need to focus on problem-solving, demonstrating continued commitment, and acting on a human scale to build lasting relationships with consumers.
Similar to SB'12 - Karen Barnes - Shelton, Hernan Sanchaz - Havas Media Intelligence, Jonathan Yohannan, - Cone Communications, Kevin Williams - Pure Branding, Annie Longsworth - Saatchi & Saatchi S, Henk Campher - Edelman (20)
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- BASF integrates sustainability fully into its investment decisions and portfolio management as a major lever to
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Market Insights from Top Researchers: The Latest Intelligence on Customer Att...Sustainable Brands
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New Tactics in Contextual Promotion of Healthy LifestylesSustainable Brands
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At Techbox Square, in Singapore, we're not just creative web designers and developers, we're the driving force behind your brand identity. Contact us today.
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Introduction
Have you ever dreamed of turning your innovative idea into a thriving business? Starting a company involves numerous steps and decisions, but don't worry—we're here to help. Whether you're exploring how to start a startup company or wondering how to start up a small business, this guide will walk you through the process, step by step.
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In this webinar, we won't focus on the research methods for discovering user-needs. We will focus on synthesis of the needs we discover, communication and alignment tools, and how we operationalize addressing those needs.
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https://www.oeconsulting.com.sg/training-presentations]
This PowerPoint compilation offers a comprehensive overview of 20 leading innovation management frameworks and methodologies, selected for their broad applicability across various industries and organizational contexts. These frameworks are valuable resources for a wide range of users, including business professionals, educators, and consultants.
Each framework is presented with visually engaging diagrams and templates, ensuring the content is both informative and appealing. While this compilation is thorough, please note that the slides are intended as supplementary resources and may not be sufficient for standalone instructional purposes.
This compilation is ideal for anyone looking to enhance their understanding of innovation management and drive meaningful change within their organization. Whether you aim to improve product development processes, enhance customer experiences, or drive digital transformation, these frameworks offer valuable insights and tools to help you achieve your goals.
INCLUDED FRAMEWORKS/MODELS:
1. Stanford’s Design Thinking
2. IDEO’s Human-Centered Design
3. Strategyzer’s Business Model Innovation
4. Lean Startup Methodology
5. Agile Innovation Framework
6. Doblin’s Ten Types of Innovation
7. McKinsey’s Three Horizons of Growth
8. Customer Journey Map
9. Christensen’s Disruptive Innovation Theory
10. Blue Ocean Strategy
11. Strategyn’s Jobs-To-Be-Done (JTBD) Framework with Job Map
12. Design Sprint Framework
13. The Double Diamond
14. Lean Six Sigma DMAIC
15. TRIZ Problem-Solving Framework
16. Edward de Bono’s Six Thinking Hats
17. Stage-Gate Model
18. Toyota’s Six Steps of Kaizen
19. Microsoft’s Digital Transformation Framework
20. Design for Six Sigma (DFSS)
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Microsoft’s Digital Transformation Framework
McKinsey’s Ten Guiding Principles of Digital Transformation
Forrester’s Digital Transformation Framework
IDC’s Digital Transformation MaturityScape
MIT’s Digital Transformation Framework
Gartner’s Digital Transformation Framework
Accenture’s Digital Strategy & Enterprise Frameworks
Deloitte’s Digital Industrial Transformation Framework
Capgemini’s Digital Transformation Framework
PwC’s Digital Transformation Framework
Cisco’s Digital Transformation Framework
Cognizant’s Digital Transformation Framework
DXC Technology’s Digital Transformation Framework
The BCG Strategy Palette
McKinsey’s Digital Transformation Framework
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Design Thinking Framework
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Digital Transformation Frameworks: Driving Digital Excellence
SB'12 - Karen Barnes - Shelton, Hernan Sanchaz - Havas Media Intelligence, Jonathan Yohannan, - Cone Communications, Kevin Williams - Pure Branding, Annie Longsworth - Saatchi & Saatchi S, Henk Campher - Edelman
1. RESEARCH ROUNDTABLE:
LATEST CONSUMER INSIGHTS FROM SLM’S TOP RESEARCH PICKS
Karen Barnes, Shelton Group
Hernan Sanchaz, Havas Media Intelligence
Jonathan Yohannan, Cone Communications
Kevin Williams, Pure Branding
Annie Longsworth, Saatchi & Saatchi S
Henk Campher, Edelman
9. • Purchases and behaviors are down,
almost across the board
• The average number of green
activities isn’t increasing
10. • Purchases and behaviors are down,
almost across the board
• The average number of green
activities isn’t increasing
• Searching for greener products is
down
31. • Shoplifting
• DUI
• Throwing trash out
window
• Cheat on taxes
• Smoke cigarettes
• No seat belt
• Low mpg car
• Don’t recycle
• Use paper plates
• Keep thermostat at 73
• Let water run while
brushing
34. Sustainability is in a slump.
People need to see, experience and
realize the benefits of being green.
It’s time for an injection of motivation to
keep from losing more momentum.
35. It’s time to re-examine what’s
working and what’s not, and
make adjustments.
43. Meaningful Brands: a new cartography
10 Global:
• More than 50.000 consumers
• 14 countries
• More than 300 brands in 10
industries
• Explores new territories:
Personal Well-being + Sustainability
• Launched: November’11
• More than 30,000
consumers
• Explores the opinion of • 10 countries: Brazil,
more than 20.000 China, France, Germany,
consumers India, Mexico, Spain,
• 10 countries Colombia, UK, and USA
• 20 brands per market • More than 150 brands
2007-08, “Consumer from 10 industries
Perception on Climate • BSF Branding &
Change and its potential
Communication Services
impact on business”
Meaningful Brands 2012 3
45. Brands need to redefine relationships with people
Contribution to
people’s quality of life
% of brands improving
notably people’s quality
of life
20% 8% 5% 30% 70%
Brands Attachment
% of brands people
would really care if they
disappeared ...
29% 12% 18% 53% 53%
Meaningful Brands 2012 5
46. …to meet their new standards…
Consumers
care
only
about
brands
that
bring
meaningful
value
to
social
cons6tuencies
(consumers
themselves,
communi6es,
socie6es):
Authen'c,
Shared,
Sustainable
Concrete,
personal
benefits
not
just
“stories”,
“myths”,
“iden66es”,
or
even
“DNA”
Meaningful Brands 2012 6
47. Consumers are expecting more from Corporations
%
Agree,
2011
%
Agree
Global
Europe USA Latam Asia
87 77 10% 80 4% 92 2%
20 -‐‑‒38% 12 -‐‑‒37% 12 -‐‑‒68% 20 -‐‑‒33%
22 27 -‐‑‒16% 32 -‐‑‒5% 54 10%
69 54 -‐‑‒12% 63 -‐‑‒10% 62 -‐‑‒6%
14 17 19 57
7
*Growth
2011
vs.
2010
48. Consumers have a deeper connection with
those brands that improve their lives
Source:
Havas
Media
Meaningful
Brands
2012
Meaningful Brands 2012 8
50. And communicate differently
I talk WE talk THEY talk
Talk Think Trust
What the
consumer
What the What others say
experiences
Brand says about the Brand
(Interactions &
conversations)
Meaningful Brands 2012 10
51. Meaningful Brands: a Cartography
Brand Value
Sales/Brand Equity
Meaningful Brands
Meaningful Communications
OUTCOMES COMMUNICATIONS
Output Personal Collective Talk Think Trust
Meaningful Brands 2012 11
52. Meaningful Brands create superior value by offering
better experiences and interactions with people
HM Intelligence BI 7/5/12
Meaningful Brands 2012 12
53.
54. RESEARCH ROUNDTABLE:
LATEST CONSUMER INSIGHTS FROM SLM’S TOP RESEARCH PICKS
Jonathan Yohannan, Cone Communications
65. Addressing Issues Along Supply Chain
How a product How a product How a product
is made is used is disposed of
66. Motivations for Buying Environmental Products
90% believe it will save them time or
money in the long run
88% believe it’s healthier for
themselves, their families or their
communities
27% want to preserve the
environment for future generations
67. Prepared to Punish
77%
would stop buying if they discover an
environmental claim is misleading
71. The Opportunity for Companies
Americans continue to be confused
about environmental messages in the
market
Consumers want companies to help them
understand environmental terms and
messages
Precise messages, such as
certifications or specific data, are most
influential
Consumers seek relevant claims that
demonstrate how environmental benefits
can save them time and money
Consumers will stop buying if they feel
misled by environmental claims
81. METHODOLOGY
» We launched a survey with questions selected to understand
participant behavior, preferences, and need as
it relates to food.
» 5,584 participants with an active interest in food were recruited
from three consumer panels. These panels provided a range in
their levels of engagement.
» In depth Qualitative interviews with over 60 participants
representing various segments
Sunday, June 3, 2012
82. METHODOLOGY
» We launched an online survey with questions selected to
understand producer needs, attitudes and understandings of
their customers.
» Over 1,100 farmers and ranchers who are engaged in the
sustainable and local food economy.
» In depth Qualitative interviews with over 30 producers
representing various segments
Sunday, June 3, 2012
83. METHODOLOGY
» Interviewed Industry Experts
• Local Harvest • Gastronomica Magazine
• Slow Food US • Farm Folk City Folk -
• Slow Food Canada • PVGrows
• Farm Aid • USDA
• Regional Food Hubs • Agriculture and Agri-Food Canada
• National Association • Bon Appétit Food Management
of Produce Market Managers Company
Sunday, June 3, 2012
84. OMNIBUS
Two Omnibus studies, consisting of 2000 North American general
populace participants balanced demographically
All participants were asked three questions:
passion for food, importance of community, and where they shop
Sunday, June 3, 2012
85. PASSION
“I am the kind of person who is passionate about food (whether
eating it, understanding where it comes from and/or preparing it
for myself and others?)”
» Strongly agree: 69% Passionate
» Agree: 31%
» Neither agree nor disagree: 0% screened
» Disagree: 0% screened
» Strongly disagree: 0% screened
Sunday, June 3, 2012
86. PRIORITY
Based on your first impression, what is most important to you
about where you shop for food?
» Fresh produce: 59% » Gourmet/artisanal options: 6%
» Low prices: 55% » Connection to your community: 5%
» Better meat, poultry or fish: 38% » Ethically produced foods: 4%
» Near my house/work: 33% » Attention to presentation: 3%
» Locally grown/produced food: 26% » Staff expertise: 3%
» Health/diet concerns: 16% » Offers information/education: 2%
» Organic foods: 15% » Delivery to home: 1%
» International foods: 7% » Religious/spiritual options: 1%
» Availability of ready-to-eat foods: 6%
Sunday, June 3, 2012
87. FACTORS
Generally speaking, what are the most important factors to you in
selecting food products?
» Freshness: 63% » Eco-friendly packaging: 5%
Fresh + Taste
» Taste and flavor: 59% » Manufacturer grows its own
» Price: 47% ingredients: 4%
» All-natural: 23% » I buy what I always buy: 4%
» On sale: 19% » Fair trade certified: 3%
» Local (grown within approximately 100 » Sourced direct from producer: 3%
miles/160 km): 17% » I like the name: 2%
» Certified organic: 13% » I like the packaging: 2%
» Availability of product: 11% » I buy what my friends & family buy: 1%
» Environmental practices of » Biodynamic: 1%
manufacturer: 8% » Other: 1%
» Good manufacturing practices: 8%
Sunday, June 3, 2012
88. SHOP
Where do you do MOST of your food shopping?
Omnibus US Omnibus CAN
» Supermarket chain: 69% 87%
» Mass Merchandiser: 45% 14%
» Club Store: 22% 18%
» Farmer’s market: 10% 17%
» Other: 8% 7%
» Trader Joe’s: 7% 1%
» Small/ natural foods store: 5% 5%
» Whole Foods: 4% 2%
» CSA: 1% 1%
» Gourmet store: 1% 3%
» I don’t shop for food: 1% 1%
» Not sure: 1% <1%
Sunday, June 3, 2012
89. CHANNEL
Where would you go to purchase food if each of the following
reasons were your MAIN concern?
Sunday, June 3, 2012
90. CHANNEL
Where would you go to purchase food if each of the following
reasons were your MAIN concern?
Sunday, June 3, 2012
93. LOCAL / FOODIE / ETHICS
Which of the following 3 scenarios would be most appealing to you
when shopping for food?
» Scenario A connects you to your local community, enables your local food
system, and supports a network of farmers in your community by offering them
programs, financing and operational support: EMI: 50% LH: 58%
» Scenario B celebrates exquisite, high-quality and flavorful foods from around
the world by sharing knowledge, insights and traditions amongst its global
network of hand-selected, artisanal farms
» Scenario C promotes ethics and sustainability by ensuring humane treatment
of animals, preservation of food diversity and organic agricultural practices
throughout its network of tightly-monitored farms
Sunday, June 3, 2012
94. LOCAL / FOODIE / ETHICS
Which of the following 3 scenarios would be most appealing to
you when shopping for food?
ETHICS
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Sunday, June 3, 2012
95. COMMUNITY SUPPORT
I would be more likely to purchase from a food retailer, brand or
producer that actively supports the farmers and growers in my local
community, versus one that does not.
EMI SB LH
» Much more likely: 42% 51% 73% Community: 79%
» More likely: 37% 31% 22%
» Somewhat more likely: 17% 15% 4%
» No different: 4% 3% 1%
» Somewhat less likely <1% 0% <1%
» Less likely <1% 0% <1%
Sunday, June 3, 2012
96. COMMUNITY SUPPORT
Community involvement, whether for me or for others, is
extremely important to me
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97. COMMUNITY SUPPORT
How involved are you in your community
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99. FOOD SYSTEM
"The prevailing food system in America is perfect
just the way it is..."
EMI SB LH
» Strongly agree: 6% <1% <1%
» Agree: 15% 4% 1%
» Somewhat agree: 32% 22% 8%
» Disagree: 31% 43% 27%
» Strongly disagree: 15% 30% 63% Recognize need
for change
Sunday, June 3, 2012
101. CONCERNS
What areas of the prevailing North American food system currently
make you the most concerned?
» Use of chemicals/pesticides: 41% » GMOs: 9%
» Use of antibiotics/hormones: 34% » Government food policies: 9%
» High cost of food: 33% » Labor practices: 7%
» North American’s diet: 21% » Availability of good farmland: 7%
» Food handling: 18% » Distribution of food: 6%
» Lack of inspection/oversight: 17% » Labeling: 6%
» Availability of healthy food: 16% » Food scarcity: 4%
» Corporate control of food: 13% » Lack of local infrastructure: 4%
» Industrial farming: 12% » Nothing, no major concerns: 4%
» Increase in food imports: 10%
Sunday, June 3, 2012
103. TRUST
In terms of integrity, honesty and trustworthiness, what kinds of
foods do you trust most?
EMI SB LH
» Locally grown: 58% 61% 68% Local + Direct
» Direct from the farmer: 39% 42% 68%
» Nationally recognized natural foods
(Kashi, Amy’s, Silk, Organic Valley,
Cascadian Farm, Newman’s Own, etc.): 31% 36% 34%
» Nationally recognized foods
(Kraft, General Mills, Nabisco,
Stouffers, Green Giant etc.): 31% 25% 5%
» Specialty foods from your region: 16% 13% 8%
» International gourmet: 7% 3% 1%
» Kosher: 7% 6% 5%
Sunday, June 3, 2012
104. ORGANIC & LOCAL
Although organic has a very high familiarity, local
food is much more preferred by 75% of the market.
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Sunday, June 3, 2012
107. UNCERTIFIED
Is your farm organically certified?
» Yes: 14%
» No: 86%
» Not sure: <1%
Sunday, June 3, 2012
108. UNCERTIFIED
What main methods of agriculture do you use on your farm?
» Organic: 58%
» Transitional (from conventional to organic): 18% 88% state
» Permaculture: 15%
some form
» Conventional (synthetic fertilizers, pesticides etc.): 14%
» Bio-dynamic: 12% of Organic
» Sustainable: 2%
» Certified naturally grown: 1%
» Natural: 1%
» Hydroponic: 1%
Sunday, June 3, 2012
109. ORGANIC IS IDEAL
In a perfect world, which of these methods of agriculture would you
most like to use on your land?
» Organic: 75%
» Permaculture: 31%
» Biodynamic: 29%
» Conventional: 8%
» Sustainable: 1%
Sunday, June 3, 2012
110. TRUST
What reasons do you have for not being certified?
» Don’t need certification. My customers know and trust that I grow organic: 52%
» Too expensive. I would be certified except it is not worth the cost: 50%
» Other: 31%
» I am transitioning parts of my farm to organic: 5%
» Not sure that my organic farm would be certified: 5%
Sunday, June 3, 2012
112. SELF IDENTIFY
Which of the following word or phrases would you most associate
with yourself?
» Family-focused: 39% Affiliation » Patriotic: 9%
» Open to new ideas: 32% » Athletic: 8%
» Loyal: 29% » Extroverted: 8%
» Creative: 28% » Trendy: 7%
» Intellectual: 20% » Involved in community: 7%
» Adventurous: 15% » Politically moderate: 6%
» Neighborly: 15% » Politically conservative: 5%
» Spiritual/religious: 13% » Alternative mindset: 5%
» Artistic: 10% » Business-focused: 4%
» Politically liberal: 10% » Activist: 3%
» Introverted: 9% » Anti-establishment: 2%
Sunday, June 3, 2012
113. COMMUNITY INVOLVEMENT
“Community involvement, whether from me or others, is extremely
important to me.”
EMI SB LH
» Strongly agree: 24% 23% 32%
» Agree: 49% 51% 49%
» Neither agree
nor disagree: 22% 23% 17%
» Disagree: 4% 2% 2%
» Strongly disagree 0% 1% <1%
» Other: 1% 0% 0%
Sunday, June 3, 2012
114. COMMUNITY INVOLVEMENT
How involved are you in your community?
EMI SB LH
» Very involved: 13% 7% 12%
» Involved: 30% 27% 32%
» Somewhat involved: 32% 35% 35%
» A little involved: 14% 19% 14%
» Not involved: 10% 13% 7%
Sunday, June 3, 2012
115. COMMUNITY
Using the scale below, indicate how much your community is a
reflection of who you are.
» My community reflects me very well: 19%
» My community somewhat reflects me: 50%
» My community does not really reflect me: 9%
» My community does not reflect me at all: 2%
» I don’t know how my community reflects me: 19%
Sunday, June 3, 2012
116. MEAL
How often do you eat with your family/household?
» Daily: 73%
» A couple times a week: 18%
» Only on weekends: 2%
» Once a week: 1%
» A few times a month: 2%
» Special occasions only: 3%
» I am the only member of my household: <1%
» Never: <1%
Sunday, June 3, 2012
119. WHY LOCAL?
FRESH
TASTE - Faith
TRUST - Relationship
AFFILIATION - Connection with community
Sunday, June 3, 2012
120. WHY LOCAL?
Opportunity to experience food in a new “Old” way!
Sunday, June 3, 2012
121. WHY LOCAL?
Opportunity to experience food in a new “Old” way!
To PARTICIPATE in community
To define who we are in the process
Sunday, June 3, 2012
128. Fifth Global Consumer Study 2012
What consumers have to say…
CANADA INDIA
500 500
BRAZIL CHINA
500 500
US JAPAN
500 500
UK UAE
500 500
FRANCE GERMANY
500 500
NETHERLANDS ITALY
500 500
BELGIUM INDONESIA
500 500
SINGAPORE MALAYSIA
500 500
StrategyOne surveyed 8,000 consumers across 16 countries, aged 18+
129. Consistent Commitment; Diverse Opportunity
Improving the quality of healthcare 89%
Protecting the environment 89%
Ensuring access to safe drinking water 86%
Equal opportunity to education 86%
Stopping relationship violence and abuse 84%
Reducing poverty 84%
Aiding in disaster relief 83%
Alleviating hunger and homelessness 83%
Supporting human and civil rights 83%
Encouraging tolerance for people who are different 82%
Fighting the spread of global disease and pandemics 80%
Helping to raise people's self-esteem 78%
Supporting animal rights 74%
Supporting the creative arts 67%
7
130. But, Differences Exist in Local Markets (US)
Alleviating hunger and homelessness 91%
Improving the quality of healthcare 91%
Supporting human and civil rights 90%
Stopping relationship violence and abuse 89%
Reducing poverty 89%
Ensuring access to safe drinking water 89%
Equal opportunity to education 88%
Protecting the environment 87%
Fighting the spread of global disease and pandemics 86%
Aiding in disaster relief 86%
Encouraging tolerance for people who are different 85%
Supporting animal rights 78%
Helping to raise people's self-esteem 77%
Supporting the creative arts 76%
131. The License to The Reengineering
Lead of Brand Marketing
5 Years of
goodpurpose
The New
Purpose Bull Markets The Me in We
9
132. 5 Years of Purpose
The Reengineering of Brand Marketing
133. The Power of
Purpose
From product innovation and R&D, to
supply chain optimization and 360
marketing, our study reveals it is the
power of Purpose that is helping to
drive consumer preference in a
world where trust in corporations is
low and differentiation between brands
is negligible
134. Profit + Purpose: The New Normal
It is OK for brands to support good causes and make money at the same
time
90%
+33%
80%
76%
70%
70%
68%
60%
57%
50%
40%
30%
20%
2008
2009
2010
2012
12
135. Social Purpose as Purchase Trigger
When quality and price are the same, Social Purpose most important factor
60%
+ 26% 53%
50%
42%
43%
41%
Growth from 2010
40%
• Japan (100%)
• China (79%)
• Netherlands (43%)
30%
• Germany (36%)
• India (43%)
20%
2008
2009
2010
2012
13
136. Purchase
Frequency
‘At Least Monthly’ purchases of
cause-supporting brands increased by
47% from 2010 - 2012
2010 2012
34% 19%
EVERY 6 TO 12 EVERY 6 TO 12
MONTHS MONTHS
32% 47%
AT LEAST AT LEAST
MONTHLY MONTHLY
14
138. The New
Imperative
Rather than merely exercising their
“license to operate,” leading brands
and corporations of the future must
move beyond operational
imperatives and social add-on’s to
establish their “license to lead.”
139. Business is Struggling to Meet Expectations
Performance Gap in Addressing Societal Issues
Business should place at least equal weight on society's interests and business' interests
Business is performing well in addressing societal issues
94%
90% 89% 91% 90%
87% 87% 87% 87% 86% 87% 85%
84% 84% 84% 83%
79%
58%
49%
42% 42%
28% 30%
25% 26% 27%
21% 23% 23% 22%
20% 18%
13% 15%
140. Consumers will praise…and punish
Company that does NOT
actively support a good
_ + Company that
actively supports a
Increase from 2010 cause good cause Increase from 2010
+7
44% 76%
+9
REFUSE TO BUY PRODUCTS/SERVICES BUY ITS PRODUCTS/SERVICES
+7 44% 76%
+9
CRITICIZE IT TO OTHERS RECOMMEND ITS PRODUCTS/SERVICES
+5 44% 73%
+8
SHARE NEGATIVE OPINIONS SHARE POSITIVE OPINIONS AND EXPERIENCES
AND EXPERIENCES
+ 11 48% 57%
+4
NOT WANT TO WORK FOR IT WANT TO WORK FOR IT
+7 53% 45%
NOT INVEST IN IT INVEST IN IT
44%
PAY A PREMIUM FOR ITS PRODUCTS/
SERVICES
18
141. The More You Know
It is critical for companies to make consumers aware of their efforts
92% 90% 88% 87% 87% 86% 84% 84%
80% 80%
76%
73% 73% 73% 72% 70% 68%
19
143. Who are the Purpose Bull Markets?
INDIA BELGIU
CHINA BRAZI M ITAL FRANC
MALAYSIA
L NETHERLAN
E
INDONESI VS YJAPANGERMAN
DS
A UA U Y
E UK
S
21
144. Empowered to Make a Difference
Purpose Bull Markets Purpose Bear Markets
COMPARED TO FIVE YEARS AGO, 63%
‘PEOPLE LIKE ME’ NOW HAVE MORE POWER
29%
AND INFLUENCE TO MAKE A DIFFERENCE
THE RESPONSIBILITY OF 56%
‘PEOPLE LIKE ME’ HAS INCREASED
37%
22
145. Passion in Action
Bull Market consumers contrast those in Bear Markets
Purpose Bull Markets Purpose Bear Markets
I HAVE MORE TRUST IN A BRAND THAT IS ETHICALLY AND 83%
SOCIALLY RESPONSIBLE 66%
I AM MORE LIKELY TO RECOMMEND A BRAND THAT 82%
SUPPORTS A GOOD CAUSE THAN ONE THAT DOESN'T 64%
I WOULD HELP A BRAND PROMOTE ITS PRODUCT/ 81%
SERVICES IF IT HAD A GOOD CAUSE 63%
I WOULD SWITCH BRANDS IF A DIFFERENT BRAND 80%
SUPPORTED A GOOD CAUSE 67%
I WANT BRANDS TO MAKE IT EASIER FOR ME TO MAKE A 79%
DIFFERENCE IN THE WORLD 62%
BRANDS CAN SUPPORT GOOD CAUSES AND MAKE 78%
MONEY AT THE SAME TIME 72%
I WANT BRANDS TO DO MORE FOR ME THAN PROVIDE A 73%
PRODUCT 57%
23
146. Paying for Purpose
Bull Market consumers more willing to pay a premium for Purpose
80%
71%
55%
55%
54%
43%
44%
42%
39%
38%
35%
34%
30%
30%
29%
29%
28%
24
148. Defining the Me in We
As the disparity between the
haves and have not’s continues,
more and more consumers are
discovering the me (personal
need) in the we (the common
good)…Purpose Gets
Personal.
26
149. The Globalization of Need
Because of the global recession, societal issues are hitting close to home
Unable to Unable to
pay medical Reduced My salary donate as
spending Reduced
decreased much money
expenses or
afford on food leisure
shopping to societal 85%
healthcare issues of those
surveyed around
the world say
.
they have been
affected by the
economic
downturn in
some way.
27
150. Me: Empowered
‘People like me’ now have more power and influence to make a
difference
77%
73%
66%
58% 57% 57%
44% 47%
41% 39%
37% 36%
29% 26%
21% 20% 20%
28
151. Me: in Action
of global consumers take part in
89% activities to address societal issues.
72% in US 77% of Chinese
recycle regularly donated money
63% of Brazilians
voiced their 75% of Germans
concerns take actions to
conserve energy
153. 5 Years of Learning
1 Purpose key driver in reengineering brand marketing
2 Purpose definitive purchase trigger
3 Largest growth markets bullish on Purpose
4 Operational excellence + societal performance rewarded
5 Corporations earn License to Lead via Purpose
31
154. Not IF, but HOW…
LEAD Powerful programs are leader led
CONSTRUCT Start with depth, not scale
CUSTOMIZE Customize for local execution
COLLABORAT Work with NGOs, colleagues, competitors
E
MEASURE Build performance measures up front
NARRATE Story, story, story
ENGAGE Employees, partners, consumers
EVOLVE Evolve programs to stay relevant
32