Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Global Trend Briefing - BIG BRAND REDEMPTION

1,375 views

Published on

What if YOU believed big brands are the answer to a more sustainable, ethical, brighter future for us ALL?

Published in: Business
  • Be the first to comment

Global Trend Briefing - BIG BRAND REDEMPTION

  1. 1. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION JULY 2016 GLOBAL TREND BRIEFING What if YOU believed big brands are the answer to a more sustainable, ethical, brighter future for us ALL? BIG BRAND REDEMPTION
  2. 2. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION We all know we need a new kind of consumerism. More sustainable and ethical, healthier and fairer for ALL. And right now, there's a consensus answer on how we build it...
  3. 3. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION That answer tells us that big (often legacy) brands are the PROBLEM. Millions of consumers feel distrust for the big brands that surround them.
  4. 4. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION Meanwhile, a wave of startups show towards a new kind of consumerism.
  5. 5. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION But what if we took the way we thought about big brands... ...and turned it on its head?
  6. 6. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION What if big brands stopped being the sustainability, ethics, health and fairness PROBLEM, and started being the ANSWER...?
  7. 7. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION No, we haven't been smoking anything ;) Could established brands be the guiding force behind the creation of a better world?
  8. 8. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION Big brands as the world's most powerful force for good? These brands have massive scale, vast material and human resources. Time to put them to better use.
  9. 9. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION BIG BRAND REDEMPTION | Big brands are mired in eco, social and health sin. Now, they must seek REDEMPTION by leveraging their vast scale, resources and expertize to tackle the challenges that no one else can, and build a better world! DEFINITION
  10. 10. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION > >
  11. 11. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION You may say we're dreamers... After all, many big brands are more profitable than even. But we’re not saying we’re there yet.
  12. 12. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION Yes, you need buy in from the very top. But you can start a movement inside your brand...
  13. 13. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION WHY REDEMPTION? A powerful convergence of changing consumer mindset and shifting social and economic realities is driving this trend forward.
  14. 14. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION WHY REDEMPTION? Rising numbers are trapped in a GUILT spiral.
  15. 15. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION Eight out of ten people say it is the responsibility of business to lead to solve social problems. EDELMAN TRUST BAROMETER, 2016
  16. 16. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION In the face of climate change and job automation, there’s a renewed appetite for radical answers. WHY REDEMPTION?
  17. 17. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION For big brands, pretending to be a startup (think: hackathon days and faux-friendly social media?) doesn't work. WHY REDEMPTION?
  18. 18. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION REDEMPTION is the only way big brands win. It’s time for them to put their scale, reach and resources to good use. WHY REDEMPTION?
  19. 19. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION No brand has yet achieved full REDEMPTION. But a select few have made progress down the long road that leads to it. WHAT REDEMPTION LOOKS LIKE...
  20. 20. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION EPIC PROBLEM: Nicotine use is still the largest cause of preventable death in the US, causing over 480,000 deaths a year. (Centers for Disease Control and Prevention)
  21. 21. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION US pharmacy company commits to 'nation's first tobacco free generation' FEATURED INNOVATION CVS Health
  22. 22. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION "Helping people quit smoking goes way beyond removing cigarettes from our stores. It's about engaging them in ways only CVS Health is equipped to do." CVS HEALTH
  23. 23. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION CVS are on the road to REDEMPTION. To fully achieve it? Become the brand that owns – and wins – the battle against smoking in the US.
  24. 24. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION > >
  25. 25. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION EPIC PROBLEM: Around 1.25 million people per year die as a result of traffic accidents. (World Health Organization)
  26. 26. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION Automaker says no one should die in their cars from 2020 onwards FEATURED INNOVATION Volvo
  27. 27. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION REDEMPTION awaits... One way for Volvo to achieve it? By becoming a road-safety organization funded by the sale of safe cars.
  28. 28. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION EPIC PROBLEM: Diarrhea kills approximately 800,000 children under the age of five every year. (World Health Organization)
  29. 29. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION Brand aims to reach 1 billion with life saving health interventions FEATURED INNOVATION Unilever
  30. 30. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION "What I want is a sustainable and equitable capitalism. Why can't we have that as a model?" PAUL POLMAN, CEO OF UNILEVER
  31. 31. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION REDEMPTION isn't a competition, but if it was, Unilever might be in first place.
  32. 32. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION > >
  33. 33. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION EPIC PROBLEM: In cities across the US, many neighborhoods have faced long-term economic neglect.
  34. 34. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION US banking giant commits USD 125 million to revitalize neglected neighborhoods FEATURED INNOVATION JPMorgan Chase
  35. 35. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION A bank redeemed? Anything is possible ;) But there’s still room for improvement!
  36. 36. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION Want to become a champion of REDEMPTION within YOUR brand? You can start by pushing for a single project that shows the way... BUT IT ALL STARTS WITH A SINGLE STEP.
  37. 37. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION Telco REDEMPTION? Maxis’ set up a SOS network in flood-prone areas of Malaysia.
  38. 38. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION Sneaker REDEMPTION? Adidas’ limited edition shoes are made from recycled plastic.
  39. 39. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION Fast food REDEMPTION? In Brazil, Habib’s helped unemployed people find work.
  40. 40. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION Airline REDEMPTION? Transavia offered cost-price accommodation to volunteers helping with the refugee crisis in Greece.
  41. 41. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION Oil company REDEMPTION? Shell opened a human and solar- powered football pitch in Lagos.
  42. 42. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION REDEMPTION WILL KEEP EVOLVING. Seeing this trend in the context of a bigger picture can help you track its evolution – and build momentum inside YOUR brand!
  43. 43. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION 16 mega-trends that provide structure and context when tracking innovation. The Trend Framework THE BIGGER PICTURE
  44. 44. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION
  45. 45. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION > >
  46. 46. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION NEXT It's time for YOU to start building a MOVEMENT!
  47. 47. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION It's up to you to light the fuse. Share this briefing and start a chain reaction inside your organization!
  48. 48. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION Stop thinking CSR. This is about a new model of what a big brand should be.
  49. 49. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION Beware of false REDEMPTION. Applying this trend means putting purpose first!
  50. 50. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION REDEMPTION starts from within. Could you build momentum around an inward-facing play on this trend?
  51. 51. GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION YOUR WORK STARTS TODAY!

×