Download as PDF, PPTX
Uploaded bySimon Mainwaring
We First Presentation @ Conscious Capitalism 2016
This document summarizes Simon Mainwaring's presentation on conscious capitalism and purposeful storytelling. It discusses how the world, marketing, and consumers have changed and now expect companies to have purpose beyond profit. It also discusses how purpose can drive growth by defining a company's values and relationships. The presentation provides guidance on owning a fundamental human property, declaring mission and values, being specific, seeing story as a way of being internally and externally, and celebrating consumer benefits. It emphasizes community architecture through co-authorship, co-creation and collaboration. And it discusses how brands can shape culture through ongoing cultural conversations.
More Related Content
Similar to We First Presentation @ Conscious Capitalism 2016
We First Presentation @ Conscious Capitalism 2016
- 1. Conscious Capitalism 2016 Simon Mainwaring Founder,We First April 13, 2016 @SimonMainwaring ©2015 We First Inc. 1
- 2. A 75-minute hotseat. ©2015 WeFirst Inc. 2
- 3. First, the worldwe live in. ©2016 We First Inc. 3
- 4. Every company, brand andmarketer is facing new challenges to reach, engage and sell to hyper-connected, media-savvy, and always-on consumers living in a challenging world. ©2016 We First Inc. 4
- 5. Culture has changed… – Climate change – Wealth inequality – Water scarcity – Over-population – Healthcare costs – Environmental damage – Loss of biodiversity – Gender inequality Marketing has changed… – Digital disruption – Quantified self – Social media – Peer-to-peer – Mobile commerce – Big Data – Internet of Everything – Wearables Consumers have changed… – Media-savvy – Well-informed – Socially-conscious – Hyper-connected – Consumer activists – Mobile focused – Values-driven – Always on 5©2016 We First Inc.
- 6. Consumers as contentcreators, producers and distributors. 6©2016 We First Inc.
- 7. Shift from MeFirst to We First branding. ME FIRST BRAND Opaque Defensive Disingenuous Self-directed Isolated Profit for profit’s sake Traditional mindset Reactive Schizophrenic Shareholder Dysfunctional Broadcast Status quo Promotes advertising WE FIRST BRAND Transparent Accountable Authentic Community-facing Connected People, planet, profit Innovative mindset Proactive Consistent Stakeholder well-being Purposeful culture Innately sharable Future facing Shapes culture ©2016 We First Inc. 7
- 8. 1. The businesscase for purposeful storytelling.
- 9. Purpose: (Noun) The reasonfor which something is done or created or for which something exists. (Verb) One’s intention or objective. ©2016 We First Inc. 8
- 10. 2016 Edelman TrustBarometer 80% agree “An organization can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” up from 74% in 2015 Consumers expect companies to do more than just make a profit. ©2016 We First Inc.
- 11. 76% 74% 74% 69% 64% 53% 72% 74% 71% 64% 58% 42% 79% 75% 77% 75% 70% 64% Government Businesses Consumers Non-Profit Organizations Charities and Philanthropists ReligiousOrganizations All 6 Markets Developed Countries Developing Countries …and that everyone must play a role - including business and consumers. Re: thinking Consumption Report, BBMG, SustainAbility, GlobeScan 3 in 4 Consumers agree that improving the environment & society is a shared obligation across government, private sector, non-profits & consumers ©2016 We First Inc.
- 12. 2015 Cone Communications/EbiquityGlobal CSR Study Consumers are likely to switch brands to those associated with a good cause. 2015 2013 2011 Very/Somewhat Likely (net) 90% 91% 94% brands to one associated with a good cause: m V ©2016 We First Inc.
- 13. 2015 Cone Communications/ EbiquityGlobal CSR Study Consumers believe their purchases make a moderate-to-significant impact. ©2016 We First Inc.
- 14. Globescan Regeneration ConsumerStudy Consumers want to be part of the solution. 67% consumers globally are interested in sharing ideas, opinions and experiences with companies to help them develop better products or create new solutions 72% consumers globally believe in voting and advocating for issues important to them ©2016 We First Inc.
- 15. 2015 Cone Communications/ EbiquityGlobal CSR Study Consumers want to participate in many ways.
- 16. 2015 MLS GroupThe Future of Business Citizenship It must be made easy. ©2016 We First Inc.
- 17. The landscape ofconsumer activism. Palm-oil free KitKats Chemical removal in Subway buns GMO-free Cheerios ©2016 We First Inc.
- 18. Purpose drives growth. HBR2015 The Business Case for Purpose Survey Organizations that prioritize purpose experience significantly more growth than those that do not. Organizations that prioritize & integrate purpose Organizations that do not prioritize & integrate purpose ©2016 We First Inc.
- 19. How purpose drivesprofit. Purpose defines the values of a company. Relationships determine the productivity, profit, and impact of the brand. Values define how stakeholders relate to each other. ©2016 We First Inc. 19
- 20.
- 21. Purposeful storytelling. How wellyou tell your story determines how well consumers share your story. Story transcends technology. You must define a story worth telling to be a brand worth sharing. ©2016 We First Inc. 21
- 22. 1. Own afundamental human property. Unilever. airbnb. Starbucks. Chipotle. IBM. Subaru. ©2016 We First Inc. 22
- 23. 2. Declare yourmission and values. 23©2016 We First Inc.
- 24. In today’s socialbusiness marketplace, brands no longer show our separation or differentiation, but our connectedness to values. ©2016 We First Inc. 24
- 25. 3. Be specific. 25©2016We First Inc.
- 26. Simplicity is compressedcomplexity. ©2016 We First Inc. 26
- 27. For one, another. Definingthe ‘why’. ©2016 We First Inc. 27
- 28. Company & productbrand alignment. 28©2016 We First Inc.
- 29. Story as away of being internally. 29©2016 We First Inc.
- 30. And externally. 30©2016 WeFirst Inc.
- 31. KEY TAKEAWAY: The futureof profit is purpose. ©2016 We First Inc. 31
- 32. KEY QUESTION: What fundamentalhuman property does your brand own? ©2016 We First Inc. 32
- 33.
- 34. Consumers driving thestory. The first decision of a consumer is do they want to be part of your story. 34 To inspire participation, the consumer must be the hero of your story. The story can’t be static but must be an ongoing conversation. ©2016 We First Inc.
- 35. Celebratory storytelling. 35©2016 WeFirst Inc. BRAND
- 36. BRAND Self-directed storytelling. ©2016 WeFirst Inc. 36
- 37. 1. CO-AUTHORSHIP 2. CO-CREATION 3.COLLABORATION ©2016 We First Inc. 37
- 38. 1. Co-Authorship DrivesAmplification
- 39. #PowerWarmth This GirlCan 2. Co-Creation Engages Stakeholders ©2016 We First Inc. 39
- 40. #PowerWarmth This GirlCan 3. Collaboration with Consumers ©2016 We First Inc. 40
- 41.
- 43.
- 45.
- 47. KEY TAKEAWAY: A brandmust be the chief celebrant, not celebrity, of its consumer community. ©2016 We First Inc. 47
- 48. KEY QUESTION: What consumerbenefit will your brand celebrate? ©2016 We First Inc. 48
- 49.
- 50. People rise tothe conversation you grow around them. ©2016 We First Inc. 50
- 51.
- 52. Dove: Real Beauty ©2016We First Inc. 52
- 53. Time 2006 Model transformations Self-esteemfund 2005 Real bodies 2004 Vote for real beauty 2007 Beauty comes of age Unrealistic beauty 2010 Self-esteem mentors Self-perception 2015 Choose beautiful Dove: Real Beauty ©2016 We First Inc. 53
- 54.
- 55. Starbucks: Shared Planet ©2016We First Inc. 55
- 56. Shared Planet Starbucks: Shared Planet ©2016We First Inc. 56
- 57. “Socially responsible brands accountedfor half our growth in 2014 and grew at twice the rate of the rest of the business.” Paul Polman CEO Unilever 2015 ©2016 We First Inc. 57
- 58. Sustainable Mass Transportation. ©2016We First Inc. 58
- 59.
- 60. CULTURAL CONVERSATION 2 ©2016We First Inc. 60
- 61. The goal isto transcend your products, services and category to positively shape culture. ©2016 We First Inc. 61
- 62. ©2016 We FirstInc. 62
- 63. ©2016 We FirstInc. 63
- 64. ©2016 We FirstInc. 64
- 65. CVS Health launchesnational quit smoking platform and campaign. Intel CEO challenges entire industry to become ‘conflict mineral free.’ 65 The evolution of revolution is contribution. ©2016 We First Inc.
- 66. KEY TAKEAWAY: Bea missionwith a company, not a company with a mission. 66©2016 We First Inc.
- 67. KEY QUESTION: What culturalconversation will your brand lead? 67©2016 We First Inc.
- 68. 68©2016 We FirstInc.
- 69. Stories write ourfuture.
- 70. Q&A For these slides,email: Simon@WeFirstBranding.com @SimonMainwaring