1. HELLO.

2. CAN ADVERTISING BE A WIN-WIN FOR
BUSINESS AND CONSUMERS?

3. YES.

4. A REVOLUTION IS UNDERWAY.

5. CONVERGENCE:
NEW CONSUMERS
NEW TECHNOLOGY
ACTS OF BRAVERY

6. CONSUMERS

7. MILLENNIALS
Biggest generation in human history
80 million in U.S.
1.8 billion in the world
1st global generation
$1.4 trillion spending power in the U.S. by 2020
http://upstart.bizjournals.com/resources/advice/2014/05/20/how-­‐do-­‐you-­‐sell-­‐to-­‐ad-­‐hating-­‐dollar-­‐watching.html?page=all
Image: Bill Dickinson

8. “THE HOLY GRAIL OF POTENTIAL CUSTOMERS.”

9. WANT TO CREATE AN AUTHENTIC,
EQUITABLE WORLD.
STEWARDSHIP AND SUSTAINABILITY.

10. DEMAND A “PARTICIPATION ECONOMY.”
CONSULT. CONTRIBUTE. CO-CREATE.

11. WORLD = CO-OP.
Image: Ed Yourdon

12. SHARING & COLLABORATIVE ECONOMY
Socio-economic system built around sharing of human and physical resources.
Swapping. Exchanging. Collective Purchasing. Shared Ownership. Co-Creation.

14. 84% OF CONSUMERS “DON’T LIKE OR
TRUST ALL FORMS OF ADVERTISING.”

15. BECAUSE IT LOOKS LIKE THIS:

16. 85% “correlate their purchasing decisions and
their willingness to recommend a brand to the
social good efforts a company is making.”
http://www.entrepreneur.com/article/237243

17. TECHNOLOGY
INTERNET
Biggest repository of human knowledge.
)
SOCIAL MEDIA
Citizens worldwide have unprecedented access to information about
corporate behavior via social media.
MOBILE
Mobile devices are the first thing 80% of Millennials
reach for in the morning.

18. GLOBAL STUDY RESULTS:
“More than any other platform,
mobile phones have initiated a global
youth digital culture.”
“Twitter has become the new CNN.”
http://www.hufEingtonpost.com/susan-­‐moeller/new-­‐study-­‐mobile-­‐phones-­‐p_b_1927945.html
Image: Gary Lerude

19. By 2100, we will have 100 times as many
computing devices as there are grains of
sand on all the world’s beaches.”
http://www.thegenzeffect.com

20. The world’s first global community (majority population) has:
•money to spend
• ability to monitor business practices
• expectation of social good
• instant access to worldwide network of peers
• constantly growing body of information, accessible on mobile devices
IN OTHER WORDS….

21. WE’RE LIVING IN A NEW WORLD.

22. THE AGE OF SOCIALLY RESPONSIBLE BUSINESS

23. “Never has there been a more exciting time for
all of us to explore this next great frontier …
where doing good, really is good for business.”
~Sir Richard Branson

24. 90% OF GLOBAL CITIZENS SAY THEY
WOULD BOYCOTT IF THEY LEARNED OF
IRRESPONSIBLE BEHAVIOR.”
http://www.conecomm.com/2013-­‐global-­‐csr-­‐study-­‐release

25. “EMBRACE TRANSPARENCY AND
OPENNESS LIKE NEVER BEFORE, AND
CONSUMERS WILL REWARD YOU FOR IT.”
“CONVERSELY, THEY MAY WELL VOTE
WITH THEIR WALLETS IF YOU DON’T.”
http://www.cohnwolfe.com/en/news/give-­‐us-­‐truth-­‐us-­‐uk-­‐and-­‐china-­‐consumers-­‐demand-­‐honest-­‐and-­‐ethics-­‐global-­‐brands

26. DOES SOCIALLY RESPONSIBLE
BUSINESS LEAD TO SOCIALLY
RESPONSIBLE ….ADVERTISING?????

27. CASE STUDY:
BEAUTY REDEFINED

28. CHALLENGE
ALTERED IMAGES OF WOMEN IN THE MEDIA
LEAD TO UNHEALTHY BODY IMAGE

29. SOLUTION
CONSUMERS DEMAND IMAGES OF REAL PEOPLE IN ADS.
NO PHOTOSHOP!

30. HERE’S HOW CONSUMERS FORCED A
$1.5 TRILLION DOLLAR INDUSTRY (AND
ITS ADVERTISING) TO DRAMATICALLY
CHANGE IN ONE DECADE.

31. DOVE “CAMPAIGN FOR REAL BEAUTY”
2004

32. SALES INCREASED BY 600%
IN FIRST TWO MONTHS
http://www.fool.com/investing/general/2014/02/11/brands-­‐like-­‐aerie-­‐still-­‐testing-­‐the-­‐waters-­‐with-­‐un.aspx

33. UPDATED IN 2006

34. DARLING MAGAZINE
2009
(started by Millennials)

35. VERILY MAGAZINE
2011
(started by Millennials)
First No Photoshop Magazine

36. SEVENTEEN MAGAZINE
2012
Online petition against magazine airbrushing created by 8th grader
• 80,000 signatures from around
the world
• Seventeen Magazine agrees to
use “only images of real girls and
models who are healthy.”

37. TRUTH IN ADVERTISING ACT
2014
Bill introduced to Congress making it illegal to alter body images in ads.
Reintroduced to Congress in 2015.

38. AERIE: “THE REAL YOU IS SEXY”
2014

39. #AERIREAL
42,000+ TWEETS
9,000+ INSTAGRAM PHOTOS

40. MODCLOTH
2014
First retailer to sign Anti-Photoshop pledge
(started by Millennials)

41. SOCIALLY RESPONSIBLE BUSINESS BECOMES
BUSINESS THAT SERVES A SOCIAL PURPOSE
NEXT FRONTIER:

42. 1 FOR 1
BUSINESS MODEL THAT HELPS ADDRESS NEED

43. TOMS SHOES

44. SOAP BOX SOAPS

45. B-CORPORATIONS
FOR-PROFIT COMPANIES THAT
PLEDGE TO ACHIEVE SOCIAL GOALS
AS WELL AS BUSINESS ONES.
Certified. Cannot abandon social mission. Shareholders can sue. More than 1,000 in the U.S.

46. OCT. 6, 2014
SIX MONTHS AGO…

47. 29 RIVAL GLOBAL CORPORATIONS
(including global advertising conglomerate Omnicom)
LAUNCH DIGITAL PLATFORM FOR
MILLENNIALS TO TAKE ACTION
AGAINST CLIMATE CHANGE.
http://linkis.com/gu.com/p/427t4/WAZ80
Image: Nicola Jones

48. COLLECTIVELY.ORG

49. “COLLECTIVELY WILL CONNECT
MILLENNIALS TO THE INNOVATIONS THAT
ARE SHAPING THE FUTURE, MAKING IT
EASY FOR THEM TO ACT, BUY, INVEST AND
PROMOTE THE IDEAS THAT THEY BELIEVE
IN. TO BE PART OF THE SOLUTION.”

50. “AS INDIVIDUALS WE ARE POWERLESS, BUT
COLLECTIVELY WE ARE POWERFUL. PEOPLE
ARE MOVING AWAY FROM THINKING
ABOUT MY WORLD, MY FAMILY AND MY
NEXT DOOR NEIGHBOR TO OUR WORLD.”

51. NO CORPORATE BRANDING WILL
APPEAR ON THE PLATFORM.

52. FACEBOOK, TWITTER, GOOGLE
ARE ALSO PARTNERS.

53. SEE WHAT HAPPENED?

54. IN ONE DECADE, CONSUMERS,
CORPORATIONS AND ADVERTISERS
WENT FROM DISCUSSING ALTERED
PHOTOS TO SAVING THE PLANET !

55. WHAT’S NEXT?

56. GENERATION Z
“The Generators.”
Un-vertising
UGC
5 most influential celebrities among viewers
ages 13-18 are all YouTube ‘stars’
Image: Bill Dickinson

57. GENERATION Z ADVERTISEMENTS
WILL LOOK LIKE

59. UBERHAXORNOVA
“Almost 2 billion views.”

60. 1.Global citizens challenge businesses to solve social crises
2.Demographic shift to a post-generational world
3.Emergence of first Global Citizens. (‘Cultural Diplomats’)
4.Next generation of Social Institutions
TRENDS TO WATCH

61. CAN ADVERTISING BE A WIN-WIN FOR
BUSINESS AND CONSUMERS?

62. YES, BUT

63. IT REQUIRES BRAVERY.

64. CONSUMER BRAVERY =
RAISING VOICES AND DEMANDING CHANGE
ADVERTISING BRAVERY =
ABANDONING OUT-DATED (BUT SUCCESSFUL) TACTICS
IN FAVOR OF CONSUMER INVOLVEMENT, NEW
MESSAGING, NEW MEDIA

65. 1. When you hear the word 'advertising', what's your first reaction? Positive?
Negative? Why?
2. Has there ever been an advertisement that inspired you?
3. Has there ever been an advertisement that you felt was dishonest? That you
felt tried to manipulate you?
4. If so, did you take any action in response?
5. Do you agree that your generation has different expectations for
advertisements?
6. Are there any businesses that you find inspiring? If so, what about them do
you find inspiring?
7. Do you agree that business can / should solve social challenges?
8. What role do you feel that government can / should play in solving these
challenges?
QUESTIONS

66. Samantha Massaglia
Samantha.Massaglia@gmail.com
THANK YOU!