LABS
@PSFK #ElevatingImpact
@psfk | #ElevatingImpact
SUMMARY PRESENTATION
HOW TO LEVERAGE SOCIAL GOOD TO DRIVE BRAND GROWTH
IMPACT DEBRIEF
PSFKBUSINESS INTELLIGENCE
Since 2004, PSFK has helped global corporations concept better products, services, communications and experiences. Our researchers, analysts and designers leverage a unique research process with unparalleled access to experts to identify and develop new business opportunities for brands through:
PSFK.com Innovation Portal
• Daily Content
• Trends Report
Events
• Immersion Workshops & Tours
• Expert PanelsI
• Conferences
Consulting
• Trends-Led Strategy
• Product And Service Concepting
• Future Customer Journeys
• Prototyping
• Brand Development
LABS
@PSFK #ElevatingImpact
Consumer Attitudes
Consumers are willing to compromise quality, pay more or
reduce how much they buy if it will have a positive impact on
social or environmental issues. Global CSR Study Cone Communications/Ebiquity, 2015
72%
Business Impact
of MBA candidates would take a 15% salary cut for a job
that makes a social difference in the world. Wicked Opportunities Report, Deloitte University Press, 2015
Tesla, Whole Foods, Ikea, Target and GE each generate $1
billion+ in annual revenue from products or services that have
sustainability or social good at their core.
Freya Williams, CEO, North America, Futerra
The Social Good Landscape
of Gen Z are willing to pay extra for products and services
from companies dedicated to social and environmental change.Consumer Loyalty Stats, Nielsen, 2016
83%
LABS
@PSFK #ElevatingImpact
LABS
@PSFK #ElevatingImpact
8 Emerging Trends In Good Business
1. CHANGE INCUBATORS
2. DIGITAL ASSISTS
3. INCLUSIVE CULTURE
4. RADICAL TRANSPARENCY
5. SUSTAINABILITY ENGINEERING
6. IMPACT R&D
7. IMMERSIVE EMPATHY
8. INCREMENTAL IMPACT
LABS
@PSFK #ElevatingImpact
01
Change Incubators
Mission-Based Incubators,
Accelerators, Venture Funds
And In-House Innovation
Accelerate The Growth of
Good Business
Sesame Street @sesamestreet
Venture Fund Invests In Startups Focused On Helping Children Grow
01 CHANGE INCUBATORS
01 CHANGE INCUBATORS
Chobani @chobani
Yogurt Company Launches Incubator For Natural-Food Company Start-Ups
01 CHANGE INCUBATOR
Chobani @Chobani
Yogurt Company Launches Incubator For Natural-Food Company Start-Ups
01 CHANGE INCUBATORS
LABS
@PSFK #ElevatingImpact
01
Change Incubators
• What is a social problem that is core to your brand’s mission?
• What are the internal resources or expertise that your brand can provide?
• What external partners can you tap into to accelerate innovation or scale impact?
• What infrastructure is required to help consumers create impact on a local or community level?
NEXT STEPS
LABS
@PSFK #ElevatingImpact
02
Digital Assists
Mobile Technology,
Artificial Intelligence And
Data Analytics Allow
Companies To Empower
Individuals And Lend A
Helping Hand
MasterCard @MasterCard
Digital Identities Allow Victims Of Disaster To Register For Aid
02 DIGITAL ASSISTS
02 DIGITAL ASSISTS
L’Oreal Brazil @LorealParisBR
Cosmetic Company Creates Audio Assistant To Help Visually Impaired Women Apply Makeup
02 DIGITAL ASSISTS
02 DIGITAL ASSISTS
Sprint @Sprint
Wireless Service Provider Gives Away One Million Devices To High School Students
02 DIGITAL ASSISTS
02 DIGITAL ASSISTS
LABS
@PSFK #ElevatingImpact
02
Digital Assists
• What areas of expertise can your brand can leverage to serve new communities?
• In what ways can your brand use existing resources to create opportunities for marginalized populations?
• What improvements can be made to organizational processes to empower your workforce to teach others?
• Can you leverage the knowledge of consumers to provide assistance?
NEXT STEPS
LABS
@PSFK #ElevatingImpact
03
Inclusive Culture
Making A Commitment To Diversity In
All Its Forms Through Internal
Practices And External Messaging
COVERGIRL @COVERGIRL
MakeUp Brand Breaks Boundaries By Naming First Male Spokesmodel
03 INCLUSIVE CULTURE
03 INCLUSIVE CULTURE
Microsoft @Microsoft
Technology Company Hosts A Two Week Hands-On Academy for New Autism Hires
03 INCLUSIVE CULTURE
03 INCLUSIVE CULTURE
LABS
@PSFK #ElevatingImpact
03
Inclusive Recruitment
• Have you performed a comprehensive assessment of diversity within your organization?
• How can you leverage the diversity of your organization to reach new consumers?
• How can you change brand marketing and storytelling to celebrate the diversity of your audience?
NEXT STEPS
LABS
@PSFK #ElevatingImpact
04
Radical Transparency
Transparent Business Operations
And Advocacy Efforts
Demonstrate An Authentic
Commitment To Social Good
Apple @applesupport
Company Publicly Reports Child Labor And Human Rights Violations In Supply Chain
04 RADICAL TRANSPARENCY
04 RADICAL TRANSPARENCY
Campbell’s @Campbell’s
Food Industry Leader Supports Federal GMO Labeling Requirement Against Industry Norms
04 RADICAL TRANSPARENCY
04 RADICAL TRANSPARENCY
Everlane @Everlane
Retailer Responds To Lower Global Material Costs By Charging Lower Prices
04 RADICAL TRANSPARENCY
04 RADICAL TRANSPARENCY
LABS
@PSFK #ElevatingImpact
04
Radical Transparency
• Can you solicit a third-party assessment of current operations and identify opportunities for improvement?
• What changes can be made to how your brand defines, publishes and reports on its sustainability goals?
• How are you soliciting feedback from your consumers and demonstrating that their voices are being heard?
NEXT STEPS
LABS
@PSFK #ElevatingImpact
05
Sustainability Engineering
Sustainability Practices
Incorporated Into Core Business
Activities Help Organizations To
Progress Towards Environmental
Goals
Starbucks @Starbucks
Unpurchased Meals Donated To Community Food Banks
05 SUSTAINABILITY ENGINEERING
05 SUSTAINABILITY ENGINEERING
Adidas @adidas
3D-Printed Sneaker Made Out Of Ocean Plastics
05 SUSTAINABILITY ENGINEERING
05 SUSTAINABILITY ENGINEERING
Patagonia @PatagoniaProv
Outdoor Clothing Company Creates An Organic Beer Made Using Sustainable Farming Practices
05 SUSTAINABILITY ENGINEERING 05 SUSTAINABILITY ENGINEERING
05 SUSTAINABILITY ENGINEERING 05 SUSTAINABILITY ENGINEERING
LABS
@PSFK #ElevatingImpact
05
Sustainability Engineering
• Can you improve the use of technology and data analytics to measure waste reduction and consumption?
• Are there opportunities for your brand to participate in the circular economy?
• What systems can you leverage or create to help your consumers take an active role in conservation efforts?
NEXT STEPS
LABS
@PSFK #ElevatingImpact
06
Impact R&D
Socially-Minded Research And
Development Efforts Create
Shareable Insights And Inspire
Products With Net Positive Benefits
Unilever @unilever
Public Health Campaign Decreases Disease While Increasing Sales
06 IMPACT R&D
06 IMPACT R&D
06 IMPACT R&D
Refettorio Gastromotiva @RefettorioBR
Celebrity Chefs Turn Food Waste Into Meals For Homeless At Rio 2016
06 IMPACT R&D
06 IMPACT R&D
06 IMPACT R&D
Innocent Drinks @innocent
Smoothie Company Creates Irra-Fresa App That Helps Farmers Reduce Water Use By 40%
06 IMPACT R&D
LABS
@PSFK #ElevatingImpact
06
Impact R&D
• Does your brand have unique strengths and capabilities that can be leveraged to solve macro problems?
• Can you identify good business goals and benchmarks that you can incorporate into innovation and manufacturing efforts?
• How can you share key insights and best practices to amplify impact?
• Does your company offer employee intrapreneurship opportunities that can contribute to company-wide social goals?
NEXT STEPS
LABS
@PSFK #ElevatingImpact
07
Immersive Empathy
Using Emerging Storytelling
Technologies To Connect Viewers
More Deeply With The Realities Of
Individuals Around The Globe And
Impacts Of Social Good Efforts
Lokai @livelokai
Jewelry Brand Partners With Non-Profit To Create A Chatbot That Shows The Challenges Women Face In Ethiopia
07 IMMERSIVE EMPATHY
07 IMMERSIVE EMPATHY
TOMS @TOMS
Virtual Reality Experience Shows Viewers The Charitable Impact Of Their Purchases
08 INCREMENTAL IMPACT
07 IMMERSIVE EMPATHY
PRY @TenderClaws
Interactive Gaming Experience Reveals The Struggles Of Living With PTSD
07 IMMERSIVE EMPATHY
07 IMMERSIVE EMPATHY
LABS
@PSFK #ElevatingImpact
07
Immersive Empathy
• How can you leverage the power and reach of your brand to change the conversation?
• What unique storytelling tools can your brand leverage to expand the strength and scope of your message?
• What tools can you provide to enable your customers to share stories around the issues that are important to them?
NEXT STEPS
LABS
@PSFK #ElevatingImpact
08
Incremental Impact
Building Platforms That Empower
Consumers To Share Their Time,
Effort And Expertise In Small
Doses That Collectively Contribute
To Significant Results
MapSwipe @themissingmaps
App Lets Volunteers Map Vulnerable Conflict Areas During Their Commute
08 INCREMENTAL IMPACT
08 INCREMENTAL IMPACT
HelpAround @Helparoundapp
App Creates Community For People With Diabetes To Share Advice
07 IMMERSIVE EMPATHY
08 INCREMENTAL IMPACT
LABS
@PSFK #ElevatingImpact
08 Incremental ImpactTHOUGHT STARTERS
• Can you identify contributions that consumers can make that will collectively ladder up to a larger impact?
• What are areas or causes central to your organization where contributions and crowdsourcing are necessary?
• Does your brand have access to resources to develop a community-driven platform?
• How does your organization quantify the impact of the platform?
LABS
@PSFK #ElevatingImpact
Identify And Unify Around A Relevant Social Problem
Promote Cross-Functional Integration
Incentivize And Empower Employees
Create Value By Maximizing Sustainability Efforts
Deliver Transparency
Fundamentals For CorporateSocial Innovation
1
2
3
4
5
LABS
@PSFK #ElevatingImpact
LABS
@PSFK #ElevatingImpact
@psfk | #ElevatingImpact
SUMMARY PRESENTATION
HOW TO LEVERAGE SOCIAL GOOD TO DRIVE BRAND GROWTH
IMPACT DEBRIEF