October 18th, 2010
@simonmainwaring
AN INTERDEPENDENT GLOBAL COMMUNITY
    NEEDS AN EXPANDED DEFINITION OF SELF-INTEREST.




       84% of corporate executiv...
AN INTERDEPENDENT GLOBAL COMMUNITY
    NEEDS AN EXPANDED DEFINITION OF SELF-INTEREST.




         71% think brands/compan...
AN INTERDEPENDENT GLOBAL COMMUNITY
    NEEDS AN EXPANDED DEFINITION OF SELF-INTEREST.




            59% of consumers wou...
@simonmainwaring
THE FUTURE OF PROFIT IS PURPOSE.




                     Two out of three people (67%) would switch brands if a different...
THE FUTURE OF PROFIT IS PURPOSE.




                    63% of consumers want brands to make it easier for them to make a...
@simonmainwaring
CONSUMERS WANT A BETTER WORLD,
                 NOT JUST BETTER WIDGETS.




                                         !


...
CONSUMERS WANT A BETTER WORLD,
                 NOT JUST BETTER WIDGETS.




               Over half of consumers (56%) b...
CONSUMERS WANT A BETTER WORLD,
                 NOT JUST BETTER WIDGETS.




@simonmainwaring
CONSUMERS WANT A BETTER WORLD,
                 NOT JUST BETTER WIDGETS.




@simonmainwaring
@simonmainwaring
TECHNOLOGY IS TEACHING US TO BE HUMAN AGAIN.




@simonmainwaring
TECHNOLOGY IS TEACHING US TO BE HUMAN AGAIN.




@simonmainwaring
TECHNOLOGY IS TEACHING US TO BE HUMAN AGAIN.




@simonmainwaring
@simonmainwaring
BRANDS MUST BECOME ARCHITECTS OF COMMUNITY.




@simonmainwaring
BRANDS MUST BECOME ARCHITECTS OF COMMUNITY.




                     If we can do something good for someone, no matter th...
BRANDS MUST BECOME ARCHITECTS OF COMMUNITY.




@simonmainwaring
BRANDS MUST BECOME ARCHITECTS OF COMMUNITY.




@simonmainwaring
BRANDS MUST BECOME ARCHITECTS OF COMMUNITY.




@simonmainwaring
BRANDS MUST BECOME ARCHITECTS OF COMMUNITY.




                   Chalkbot posted over 36,000 user generated messages and...
BRANDS MUST BECOME ARCHITECTS OF COMMUNITY.




@simonmainwaring
@simonmainwaring
THE EVOLUTION OF REVOLUTION IS CONTRIBUTION.
                   !




@simonmainwaring
THE EVOLUTION OF REVOLUTION IS CONTRIBUTION.




    88% of Americans say it is acceptable for companies to involve a caus...
THE EVOLUTION OF REVOLUTION IS CONTRIBUTION.




              8 out of 10 people are willing to change their consumption ...
THE EVOLUTION OF REVOLUTION IS CONTRIBUTION.




 90% of consumers want companies to tell them the ways they are supportin...
@simonmainwaring
(ROC) RETURN ON CONTRIBUTION - HR




          Employees who are very involved in their company’s cause program are 28 pe...
(ROC) RETURN ON CONTRIBUTION - HR




@simonmainwaring
(ROC) RETURN ON CONTRIBUTION - CSR




@simonmainwaring
(ROC) RETURN ON CONTRIBUTION - CSR




       During this recession, 57% of consumers believe a company or brand has earne...
(ROC) RETURN ON CONTRIBUTION - CSR




@simonmainwaring
(ROC) RETURN ON CONTRIBUTION - PR




@simonmainwaring
(ROC) RETURN ON CONTRIBUTION - PR




             During the recession, 65% of people have remained loyal to a brand or c...
(ROC) RETURN ON CONTRIBUTION - PR




@simonmainwaring
(ROC) RETURN ON CONTRIBUTION - PR




@simonmainwaring
(ROC) RETURN ON CONTRIBUTION - PR




@simonmainwaring
(ROC) RETURN ON CONTRIBUTION - PR




@simonmainwaring
(ROC) RETURN ON CONTRIBUTION - IP




@simonmainwaring
(ROC) RETURN ON CONTRIBUTION - IP




When choosing between two brands of similar quality & price, a social purpose ranks ...
@simonmainwaring
PROSPERITY IS NOT THE WEALTH OF A FEW
                 BUT THE WELL BEING OF MANY.

         !




@simonmainwaring
PROSPERITY IS NOT THE WEALTH OF A FEW
               BUT THE WELL BEING OF MANY.




        Zynga gave 100% of the procee...
PROSPERITY IS NOT THE WEALTH OF A FEW
              BUT THE WELL BEING OF MANY.




                    85% of consumers h...
PROSPERITY IS NOT THE WEALTH OF A FEW
              BUT THE WELL BEING OF MANY.




          Nearly six out of ten consum...
MEDIA AS A MOTOR OF CHANGE

•   An interdependent global community needs an expanded definition of self-interest.

•   The ...
THANK
                                     YOU.

Twitter: @simonmainwaring
Blog: www.simonmainwaring.com
Site: www.mainwar...
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Think Social Presentation at Paley Center (Oct. 18 2010)

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Think Social Presentation at Paley Center (Oct. 18 2010)

  1. 1. October 18th, 2010
  2. 2. @simonmainwaring
  3. 3. AN INTERDEPENDENT GLOBAL COMMUNITY NEEDS AN EXPANDED DEFINITION OF SELF-INTEREST. 84% of corporate executives believe that society expects businesses to take a more active role in environmental, social, and political issues than it did five years ago. 2010 CECP report @simonmainwaring
  4. 4. AN INTERDEPENDENT GLOBAL COMMUNITY NEEDS AN EXPANDED DEFINITION OF SELF-INTEREST. 71% think brands/companies spend too much on advertising and marketing and should put more into good causes – last year 62%. 2009 Edelman Good Purpose Report @simonmainwaring
  5. 5. AN INTERDEPENDENT GLOBAL COMMUNITY NEEDS AN EXPANDED DEFINITION OF SELF-INTEREST. 59% of consumers would help a brand promote its products if there was a good cause behind it (up from 53% last year). 2009 Edelman Good Purpose Report @simonmainwaring
  6. 6. @simonmainwaring
  7. 7. THE FUTURE OF PROFIT IS PURPOSE. Two out of three people (67%) would switch brands if a different brand of similar quality supported a good cause. @simonmainwaring
  8. 8. THE FUTURE OF PROFIT IS PURPOSE. 63% of consumers want brands to make it easier for them to make a positive difference in the world. 2009 Edelman Good Purpose Report @simonmainwaring
  9. 9. @simonmainwaring
  10. 10. CONSUMERS WANT A BETTER WORLD, NOT JUST BETTER WIDGETS. ! @simonmainwaring
  11. 11. CONSUMERS WANT A BETTER WORLD, NOT JUST BETTER WIDGETS. Over half of consumers (56%) believe the interests of society and the interests of businesses should have equal weight in decisions. 2009 Edelman Good Purpose Report @simonmainwaring
  12. 12. CONSUMERS WANT A BETTER WORLD, NOT JUST BETTER WIDGETS. @simonmainwaring
  13. 13. CONSUMERS WANT A BETTER WORLD, NOT JUST BETTER WIDGETS. @simonmainwaring
  14. 14. @simonmainwaring
  15. 15. TECHNOLOGY IS TEACHING US TO BE HUMAN AGAIN. @simonmainwaring
  16. 16. TECHNOLOGY IS TEACHING US TO BE HUMAN AGAIN. @simonmainwaring
  17. 17. TECHNOLOGY IS TEACHING US TO BE HUMAN AGAIN. @simonmainwaring
  18. 18. @simonmainwaring
  19. 19. BRANDS MUST BECOME ARCHITECTS OF COMMUNITY. @simonmainwaring
  20. 20. BRANDS MUST BECOME ARCHITECTS OF COMMUNITY. If we can do something good for someone, no matter the product, it’s going to be good for us. Stefan Olander, Global Director of Digital Media, Nike @simonmainwaring
  21. 21. BRANDS MUST BECOME ARCHITECTS OF COMMUNITY. @simonmainwaring
  22. 22. BRANDS MUST BECOME ARCHITECTS OF COMMUNITY. @simonmainwaring
  23. 23. BRANDS MUST BECOME ARCHITECTS OF COMMUNITY. @simonmainwaring
  24. 24. BRANDS MUST BECOME ARCHITECTS OF COMMUNITY. Chalkbot posted over 36,000 user generated messages and helped raise $4 million over the event with a 46% sales increase for Livestrong! @simonmainwaring
  25. 25. BRANDS MUST BECOME ARCHITECTS OF COMMUNITY. @simonmainwaring
  26. 26. @simonmainwaring
  27. 27. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. ! @simonmainwaring
  28. 28. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. 88% of Americans say it is acceptable for companies to involve a cause or issue in their marketing. This record number represents a 33% increase since Cone began measuring in 1993 (66%). 2010 Cone Cause Evolution Study @simonmainwaring
  29. 29. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. 8 out of 10 people are willing to change their consumption habits if it can help make tomorrow’s world a better place to live. 2009 Edelman Good Purpose Report @simonmainwaring
  30. 30. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION. 90% of consumers want companies to tell them the ways they are supporting causes. Put another way: More than 278 million people in the U.S. want to know what a company is doing to benefit a cause. 2010 Cone Cause Evolution Study @simonmainwaring
  31. 31. @simonmainwaring
  32. 32. (ROC) RETURN ON CONTRIBUTION - HR Employees who are very involved in their company’s cause program are 28 percent more likely to be proud of their company’s values and 36 percent more likely to feel a strong sense of loyalty than those who are not involved. 2010 Cone Cause Evolution Study @simonmainwaring
  33. 33. (ROC) RETURN ON CONTRIBUTION - HR @simonmainwaring
  34. 34. (ROC) RETURN ON CONTRIBUTION - CSR @simonmainwaring
  35. 35. (ROC) RETURN ON CONTRIBUTION - CSR During this recession, 57% of consumers believe a company or brand has earned their business because they have been doing their part to support good causes. 2009 Edelman Good Purpose Report @simonmainwaring
  36. 36. (ROC) RETURN ON CONTRIBUTION - CSR @simonmainwaring
  37. 37. (ROC) RETURN ON CONTRIBUTION - PR @simonmainwaring
  38. 38. (ROC) RETURN ON CONTRIBUTION - PR During the recession, 65% of people have remained loyal to a brand or company because it supports a good cause. 2009 Edelman Good Purpose Report @simonmainwaring
  39. 39. (ROC) RETURN ON CONTRIBUTION - PR @simonmainwaring
  40. 40. (ROC) RETURN ON CONTRIBUTION - PR @simonmainwaring
  41. 41. (ROC) RETURN ON CONTRIBUTION - PR @simonmainwaring
  42. 42. (ROC) RETURN ON CONTRIBUTION - PR @simonmainwaring
  43. 43. (ROC) RETURN ON CONTRIBUTION - IP @simonmainwaring
  44. 44. (ROC) RETURN ON CONTRIBUTION - IP When choosing between two brands of similar quality & price, a social purpose ranks highest at 43% and is placed higher in order of importance above design & innovation (34%) and brand loyalty (24%). 2009 Edelman Good Purpose Report @simonmainwaring
  45. 45. @simonmainwaring
  46. 46. PROSPERITY IS NOT THE WEALTH OF A FEW BUT THE WELL BEING OF MANY. ! @simonmainwaring
  47. 47. PROSPERITY IS NOT THE WEALTH OF A FEW BUT THE WELL BEING OF MANY. Zynga gave 100% of the proceeds from the sale of virtual goods to charity - the World Food Program - generating $1.5 in donations with Farmville users donating over $1 million. @simonmainwaring
  48. 48. PROSPERITY IS NOT THE WEALTH OF A FEW BUT THE WELL BEING OF MANY. 85% of consumers have a more positive image of a product or company when it supports a cause they care about. 2010 Cone Cause Evolution Study @simonmainwaring
  49. 49. PROSPERITY IS NOT THE WEALTH OF A FEW BUT THE WELL BEING OF MANY. Nearly six out of ten consumers (58%) are looking for brands to do more for them than just provide them with a product or service. 2009 Edelman Good Purpose Report @simonmainwaring
  50. 50. MEDIA AS A MOTOR OF CHANGE • An interdependent global community needs an expanded definition of self-interest. • The future of profit is purpose. • Consumers want a better world, not just better widgets. • Technology is teaching us to be human again. • Brands must become architects of community. • The evolution of revolution is contribution. • (ROC) Return on contribution - HR, CSR, PR, IP • Brands cannot succeed in societies that fail. • Prosperity is not the wealth of a few, but the well being of many. @simonmainwaring
  51. 51. THANK YOU. Twitter: @simonmainwaring Blog: www.simonmainwaring.com Site: www.mainwaringcreative.com

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