Making Sustainable Living Commonplace – Embedding Social Impact into Brands
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In this presentation, Christine Cea, Senior Director of Marketing Communications for Unilever, outlines for the SB '13 audience how the company hopes to make sustainable living commonplace. Brands must stand for something more than just product features; Cea cited her company’s founder’s mission to make cleanliness commonplace with the introduction of domestic soap. She asserts the importance of smart messaging, but also authenticity, for reaching consumers and closing the gap between attitude and behaviors. Most importantly, brands must engage on an emotional level, to inspire customers to action.
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Making Sustainable Living Commonplace – Embedding Social Impact into Brands
- 1. Making Sustainable Living Commonplace – Embedding Social Impact into Brands Christine Cea Marketing Communications Unilever
- 2. MAKING SUSTAINABLE LIVING COMMONPLACE EMBEDDING PURPOSE INTO BRANDS
- 3. • Text: Our challenge: Business and brands to be the change that enables 9 billion to live sustainably , • Image: planet from space at night?
- 9. • Manufacturing + Suppliers + Consumers • • 3 Images: Manufacturing & Transport 5%; Raw materials 26%; Consumers & Disposal 69%
- 10. • Existing image of world from space and ‘Make Sustainable Living Commonplace’ text
- 21. BRANDS NEED TO STAND FOR SOMETHING MORE THAN JUST FEATURES AND BENEFITS. EVERY GREAT BRAND HAS SOMETHING IN ITS DNA THAT CAN BE CHANNELLED IN A POSITIVE WAY.
- 24. A BRAND’S POINT OF VIEW AND PURPOSE NEEDS TO BE AUTHENTIC, RELEVANT, CONSISTENT, HONEST AND TRANSPARENT. MARKETERS OFTEN TIRE OF PROGRAMS BEFORE THE CONSUMER GETS IT. IT TAKES A LONG TIME TO CHANGE BEHAVIOR.
- 25. DOVE: SKETCHES
- 27. ENGAGE ON AN EMOTIONAL LEVEL. MOVE BEYOND MARKETING ATTRIBUTES TO MARKETING WITH ACTION. MULTIFACETED AND MULTI-SECTOR TRANSFORMATIONAL PARTNERSHIPS ARE NEEDED TO MAKE DRAMATIC PROGRESS ON THE BIG ISSUES.
- 29. LIFEBUOY: HELP A CHILD REACH 5
- 31. SEGMENT MESSAGING TO REACH CONSUMERS AND CLOSE THE GAP BETWEEN ATTITUDES AND BEHAVIORS. HAVE A CLEAR MESSAGE AND CLEAR ASK. NEED TO USE LANGUAGE THAT HELPS PEOPLE TRANSFORM BEHAVIORS – SO THAT DOING SO FEELS MANAGEABLE AND NOT DAUNTING.
- 34. PRICES WILL RISE IN THE LONG-TERM AND THUS SUSTAINABLE BRANDS WILL NEED TO TIE BENEFITS OR SERVICES INTO THEIR PRODUCT. PRICING INFLUENCES PEOPLE. DEVELOP PRODUCTS THAT MAKE THE SUSTAINABLE CHOICE EASY, ACCESSIBLE AND AFFORDABLE.
- 37. BRAND EVANGELISTS CAN HELP SHIFT PARADIGMS, WORD OF MOUTH IS POWERFUL. CRITICAL FOR COMPANIES TO INVOLVE THEIR EMPLOYEES AS THEY ARE THE CENTER OF A CULTURE AND INTEGRAL TO A BRAND PURPOSE BEING AUTHENTIC.