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How responsible business can change the world

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Great stories are the ones that change the world.

The ones that spark steady transformation as they’re heard again and again, as many voices speak the same words. The same beginning, middle and end. The same story.

Powerful brands stick to powerful stories, using them to strengthen their vision, align
their people and drive real, responsible change.

How?
We’ll show you how.

Published in: Marketing
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How responsible business can change the world

  1. 1. change the world
  2. 2. 2 Great stories are the ones that change the world. The ones that spark steady transformation as they’re heard again and again, as many voices speak the same words. The same beginning, middle and end. The same story. Powerful brands stick to powerful stories, using them to strengthen their vision, align their people and drive real, responsible change. How? We’ll show you how. The story A story is more than something you tell, it’s an opportunity to make the world a better place.
  3. 3. 3 The world With evolution comes challenge. As technology races ahead, the planet teeters on the edge of decline, and social issues grow in public consciousness, businesses are increasingly seen as part of the problem. But if businesses are part of the problem, they can be part of the solution. By embracing a greater role and taking responsibility for their impact on society, brands can harness the pace of change and use that momentum to make a real, positive difference. THE CHALLENGE THE OPPORTUNITY TECHNOLOGY –– Rapid development –– Ethical concerns –– Big data –– Leverage expertise –– Join the conversation –– Collaborate ENVIRONMENT –– Climate change –– Water scarcity –– Plastic waste –– Take action –– Lead by example –– Reduce footprints SOCIAL –– Wealth disparity –– Inequality –– Automation –– Speak out –– Challenge inequality –– Support wellbeing
  4. 4. 4 “ Small actions can make a huge difference. It starts with staying in tune with current issues, working out what aligns with your vision, and taking responsible steps towards progress for everyone.”
  5. 5. 5 The impact Every size of business has the ability to instigate change and start the ripple effect that builds to create a movement. Businesses’ impact is widespread – from the supply chain and employee’s lives to how they market products and services externally. Whether your impact is on a global, local or one-to-one scale, it’s never been more important to keep sight of the tiny details as you step back to see the bigger picture. Keep the wide-angle lens to stay in touch with the community, the planet, the culture, and focus in on the minor transformations that create major impact.
  6. 6. 6 Small change, Big difference has pledged to recycle half a billion coffee cups by 2020 aims to engage 75% of UK employees with environmental issues by 2020 VODAFONE COSTA COFFEE set to remove plastic from all branded products diversity campaign looks to end the stigma of mental health LLOYD’S ICELAND phasing out plastic straws from UK branches will trial five zero-emission bikes across South London SAINSBURY’S MCDONALD’S
  7. 7. 7 The opportunities When businesses take action to develop a responsible culture, they develop an authentic way to connect with employees and customers. It’s not about a total reposition of company values, and it’s not about centring every element of a business around ethics. This is about combining revenue creation with responsible business practices in a meaningful way – and being honest about that process. Putting responsible business at the heart creates: 01.Competitive advantage 02.Innovation 03.Employee engagement
  8. 8. 8 1 Green Giants: How Smart Companies Turn Sustainability Into Billion-Dollar Businesses, E Freya Williams 2015 01. Competitive advantage Almost three quarters of Generation Yers and Zers are willing to pay more for sustainable services, and 51% of the boomer generation agree. IKEA’s ‘Products for a More Sustainable Life at Home’ line now generates a billion dollars.1
  9. 9. 9 02. Innovation Redesigning products in line with environmental or social values creates new business opportunities. BMW i cars are not only emission-free, they’re built with the maximum amount of sustainable materials.
  10. 10. 10 2 Environmental standards and labor productivity: Understanding the mechanisms that sustain sustainability, Magali A Delmas and Sanja Pekovic 2012 03. Employee engagement As focus mission, purpose, and work-life balance increases, companies with environmental standards are seeing productivity up to 16% higher.2 At Unilever, half of all new employees cite the company’s ethical policies as their main reason for joining.
  11. 11. 11 The belief Taking responsible business seriously means developing the right mindset and aligning every action with that – tapping into a higher sense of purpose and ensuring nothing happens in isolation. When employees engage with progressive values, that culture become more than just something a business does. It becomes the business itself. But before the revolution comes the rethink, that starts with key decision- makers believing they have the power to make an impact. Sharper decisions, energised thinking, connected employees and a clear future vision are what follows. Taking responsible business seriously means developing the right mindset and aligning every action with that – tapping into a higher sense of purpose and ensuring nothing happens in isolation. When employees engage with progressive values, that culture become more than just something a business does. It becomes the business itself. But before the revolution comes the rethink, that starts with key decision- makers believing they have the power to make an impact. Sharper decisions, energised thinking, connected employees and a clear future vision are what follows. As a business, what you believe in really matters.
  12. 12. 12 IKEA: Honesty and simplicity IKEA’s Vision, “to create a better everyday life for the many people.” is ingrained within the brand’s culture, services and presence. Products are designed to help customers use energy more efficiently, reduce waste and save water. Prices are good value, items are aesthetic, designed to make living environments appealing yet comfortable. Unilever: Sustainability and accessibility Unilever doesn’t shy away from being a money-making business as well as a brand with an ethical vision. Its purpose – “to make sustainable living commonplace” – echoes the business’s commitment to doubling sales while halving environmental footprint by 2020. WholeFoods: Wellbeing and community Whole Foods Market boasts more organic sales than any other retailer, championing emotional qualities to create a caring, humanised vision: “With great courage, integrity, and love, we embrace our responsibility to co-create a world where each of us, our communities, and our planet can flourish all the while, celebrating the sheer love and joy of food.” The billion-dollar companies built on belief:
  13. 13. 13 Since winning the BiTC Responsible Business of the Year Award in 2017, we’ve continued our journey by moving with global and local trends, learning from our people and our clients, and shaping our overarching vision. As a business, we’re constantly coming together for a common cause, and realising how that shared sense of purpose can drive commercial success is what gives us the energy and innovation to make a meaningful difference. Internally, it’s about the small changes that empower our team. Whether that’s fundraising for local charities, helping in the community, or reminding each other to recycle, every action builds and ripples to inspire belief in the work we do. The mindset Changing the mindset.
  14. 14. “ We help our clients understand the interdependency of strategy and culture, and understand how economic and social values can be shared – for the greater good of everyone.” – James Wilkins, Managing Director
  15. 15. 15 Mapping the journey We work closely with brands to embed strategies that inspire large -scale behavioural change – shifting complex belief systems to create open, engaged mindsets. But building a brand-new, responsible- business-focused mindset doesn’t happen in a heartbeat. It happens when beliefs, attitudes and feelings shift, and people naturally begin to make decisions that align with a responsible vision. Achieving change with people starts with mapping the hierarchy of emotional and motivational factors at play. We spend time understanding the beliefs, attitudes and feelings that shape the culture of an organisation – these combine to form the overall mindset, and that’s what has to change before we can expect to see real actions and results. The current social and cultural climate means it just makes sense to take action in the responsible business space right now. Our approach creates impact through creative storytelling, using insight and imagination to build a foundation of trust and unite every individual on a shared mission.
  16. 16. 16 Creating impact Beliefs Do people believe responsible business can change the world? Attitudes Do people feel positive or negative about the future and their role? Feelings Do people feel empowered to make responsible business decisions? Actions What are the proof points that the changes are being made? Results What impact is responsible business having on the business? The mindset model We first need to shift beliefs, feelings and attitudes. Before we can expect actions and results.
  17. 17. 17 Making a meaningful difference Working with influential, forward -thinking brands is a great source of inspiration. This year, we helped BMW engage staff and customers with sustainable mobility through its i range, aligning internal activity with the brand’s commitment to have 25 electric models by 2020. We developed a close partnership with Lloyds Banking Group to embed their Helping Britain Prosper purpose, addressing some of Britain’s biggest social and economic issues –including house-buying, saving, digital skills, diversity and social disadvantage. It was an inspirational project that allowed us to produce work that genuinely matters.
  18. 18. 18 As the world evolves, working responsibly is just the right thing to do. We’ve worked hard to create impact with thoughtful, sustainable practices, but we’ll never stop learning and growing as we strive to do what we do in the most progressive ways possible. Making a truly meaningful difference is about striving to make a positive, lasting impact every day.And so our story continues. WeareVista
  19. 19. 19 www.wearevista.co.uk

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