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Conscious Capitalism 2016 Simon Mainwaring Founder, We First April 13, 2016 @SimonMainwaring
©2015 We First Inc. 1
A 75-minute hotseat.
©2015 We First Inc. 2
First, the world we live in.
©2016 We First Inc. 3
Every company, brand and marketer is facing new challenges to reach, engage and sell to hyper-connected, media-savvy, and always-on consumers living in a challenging world. ©2016 We First Inc. 4
Culture has changed…
– Climate change – Wealth inequality – Water scarcity – Over-population – Healthcare costs
– Environmental damage
– Loss of biodiversity – Gender inequality
Marketing has changed…
– Digital disruption – Quantified self – Social media – Peer-to-peer – Mobile commerce – Big Data – Internet of Everything – Wearables
Consumers have changed…
– Media-savvy – Well-informed – Socially-conscious – Hyper-connected
– Consumer activists – Mobile focused – Values-driven – Always on
5 ©2016 We First Inc.
Consumers as content creators, producers and distributors.
6 ©2016 We First Inc.
Shift from Me First to We First branding. ME FIRST BRAND
Opaque
Defensive
Disingenuous
Self-directed
Isolated
Profit for profit’s sake
Traditional mindset
Reactive
Schizophrenic
Shareholder
Dysfunctional
Broadcast
Status quo
Promotes advertising
WE FIRST BRAND
Transparent
Accountable
Authentic
Community-facing
Connected
People, planet, profit
Innovative mindset
Proactive
Consistent
Stakeholder well-being
Purposeful culture
Innately sharable
Future facing
Shapes culture
©2016 We First Inc. 7
1. The business case for purposeful storytelling.
Purpose:
(Noun) The reason for which something is
done or created or for which something exists. (Verb) One’s intention or objective.
©2016 We First Inc. 8
2016 Edelman Trust Barometer
80% agree
“An organization can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”
up from 74% in 2015
Consumers expect companies to do more than just make a profit.
©2016 We First Inc.
76%
74%
74%
69%
64%
53%
72%
74%
71%
64%
58%
42%
79%
75%
77%
75%
70%
64%
Government
Businesses
Consumers
Non-Profit Organizations
Charities and Philanthropists
Religious Organizations
All 6 Markets Developed Countries Developing Countries
…and that everyone must play a role - including business and consumers.
Re: thinking Consumption Report, BBMG, SustainAbility, GlobeScan
3 in 4 Consumers agree that improving the
environment & society is a shared obligation across government, private
sector, non-profits & consumers
©2016 We First Inc.
2015 Cone Communications/Ebiquity Global CSR Study
Consumers are likely to switch brands to those associated with a good cause.
2015 2013 2011
Very/Somewhat Likely (net)
90% 91% 94%
10
2015 2013
Which companies they want to see doing business in their community
What to buy or where to shop
Where to work
Which stocks or mutual funds to invest in
Which products and services to recommend to people
84% 85%
84% 86%
79% 80%
67% 66%
82% 85%
Given similar price and quality, consumers are likely to switch brands to one associated with a good cause:
Consumers consider a company’s social and environmental commitments before making important decisions. Very/Somewhat Important (net)
2015 CONE COMMUNICATIONS/EBIQUITY GLOBAL CSR STUDY 1110
©2016 We First Inc.
2015 Cone Communications/ Ebiquity Global CSR Study
Consumers believe their purchases make a moderate-to-significant impact.
©2016 We First Inc.
Globescan Regeneration Consumer Study
Consumers want to be part of the solution.
67% consumers
globally
are interested in sharing ideas, opinions and
experiences with companies to help
them develop better products or create
new solutions
72% consumers
globally
believe in voting and advocating for issues important to
them
©2016 We First Inc.
2015 Cone Communications/ Ebiquity Global CSR Study
Consumers want to participate in many ways.
2015 MLS Group The Future of Business Citizenship
It must be made easy.
©2016 We First Inc.
The landscape of consumer activism.
Palm-oil free KitKats Chemical removal in Subway buns GMO-free Cheerios
©2016 We First Inc.
Purpose drives growth.
HBR 2015 The Business Case for Purpose Survey
Organizations that prioritize purpose experience significantly more growth than those that do not.
Organizations that prioritize & integrate purpose
Organizations that do not prioritize & integrate purpose
©2016 We First Inc.
How purpose drives profit.
Purpose defines the values of a company.
Relationships determine the productivity, profit, and impact of the brand.
Values define how stakeholders relate to each other.
©2016 We First Inc. 19
2. Purposeful storytelling.
Purposeful storytelling.
How well you tell your story determines how well consumers share your story.
Story transcends technology.
You must define a story worth telling to be a brand worth sharing.
©2016 We First Inc. 21
1. Own a fundamental human property.
Unilever.
airbnb.
Starbucks.
Chipotle.
IBM.
Subaru.
©2016 We First Inc. 22
2. Declare your mission and values.
23 ©2016 We First Inc.
In today’s social business marketplace, brands no longer show our separation or differentiation, but
our connectedness to values.
©2016 We First Inc. 24
3. Be specific.
25 ©2016 We First Inc.
Simplicity is compressed complexity.
©2016 We First Inc. 26
For one, another.
Defining the ‘why’.
©2016 We First Inc. 27
Company & product brand alignment.
28 ©2016 We First Inc.
Story as a way of being internally.
29 ©2016 We First Inc.
And externally.
30 ©2016 We First Inc.
KEY TAKEAWAY:
The future of profit is purpose.
©2016 We First Inc. 31
KEY QUESTION:
What fundamental human property does your brand own?
©2016 We First Inc. 32
3. Community architecture.
Consumers driving the story.
The first decision of a consumer is do they want to be part of your story.
34
To inspire participation, the consumer must be the hero of your story.
The story can’t be static but must be an ongoing conversation.
©2016 We First Inc.
Celebratory storytelling.
35 ©2016 We First Inc.
BRAND
BRAND
Self-directed storytelling.
©2016 We First Inc. 36
1. CO-AUTHORSHIP
2. CO-CREATION
3. COLLABORATION
©2016 We First Inc. 37
1. Co-Authorship Drives Amplification
#PowerWarmth This Girl Can
2. Co-Creation Engages Stakeholders
©2016 We First Inc. 39
#PowerWarmth This Girl Can
3. Collaboration with Consumers
©2016 We First Inc. 40
REI
Patagonia
GAP
KEY TAKEAWAY:
A brand must be the chief celebrant, not celebrity, of its consumer community.
©2016 We First Inc. 47
KEY QUESTION:
What consumer benefit will your brand celebrate?
©2016 We First Inc. 48
4. Cultural leadership.
People rise to the conversation you grow around them.
©2016 We First Inc. 50
Example: Dove
Dove: Real Beauty
©2016 We First Inc. 52
Time
2006 Model transformations Self-esteem fund
2005 Real bodies
2004 Vote for real beauty
2007 Beauty comes of age Unrealistic beauty
2010 Self-esteem mentors Self-perception
2015 Choose beautiful
Dove: Real Beauty
©2016 We First Inc. 53
Example: Starbucks
Starbucks: Shared Planet
©2016 We First Inc. 55
Shared Planet
Starbucks: Shared Planet
©2016 We First Inc. 56
“Socially responsible brands accounted for
half our growth in 2014 and grew at twice the rate of the rest of the
business.”
Paul Polman CEO Unilever 2015
©2016 We First Inc. 57
Sustainable Mass Transportation.
©2016 We First Inc. 58
Anti-discrimination
©2016 We First Inc. 59
CULTURAL CONVERSATION 2
©2016 We First Inc. 60
The goal is to transcend your products, services and category to positively shape culture.
©2016 We First Inc. 61
©2016 We First Inc. 62
©2016 We First Inc. 63
©2016 We First Inc. 64
CVS Health launches national quit smoking platform and campaign.
Intel CEO challenges entire industry to become ‘conflict mineral free.’
65
The evolution of revolution is contribution.
©2016 We First Inc.
KEY TAKEAWAY:
Be a mission with a company, not a company with a mission.
66 ©2016 We First Inc.
KEY QUESTION:
What cultural conversation will your brand lead?
67 ©2016 We First Inc.
68 ©2016 We First Inc.
Stories write our future.