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- why businesses and brands need a good purpose
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- Only 25 % of people find contentment from the shopping experience*
- - Recessionary times call for more substance
- Over 83 % of consumers are willing to change consumption habits to make
tomorrow’s world a better place*
- Today 70 % of the brand
consideration/adoption process
is based on emotional subconscious factors**
- 63% of consumers think brands spend too much on marketing/advertising
and should put more into a good cause*
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- On global level….
- Globally (80%) of consumers feel that during a recession, it is still
important for brands and companies to set aside money for social purpose
- Women are more likely than men to agree that “during a recession it is
still important for brands and companies to set aside money for a good
cause or purpose” (82% v 78%) and that “if a company has to cut its
costs during a recession it should not stop giving to good causes” (75%
v 70%).
- (68%) of consumers say that in a recession, they would remain loyal to a
brand if they support a good cause
- (55%) of consumers say that in a recession, they will buy from brands
that support a good cause even if it is not the cheapest brand
- Nearly one in two consumers say that the economic downturn has made no
difference in their support of a good cause
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- Mutual Social Responsibility: brands, companies and consumers actively
working together to effect enduring positive social change
- Cause-Related Marketing: partnerships between for-profits and
non-profits that create promotional and fundraising opportunities
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- media, websites committed to purpose
- Good Magazine “is for people who
give a damn. it’s an entertaining magazine about things that matter”
- New Consumer, oneworld.net, stylewillsaveus.com, utopia.de, lohas.de, newethics.com
changex.de
- sublime is the first international ethical lifestyle magazine,
partnering aesthetics & ethics
- CNN impact your world
- lifegate.it, peopleplanetprofit.nl, ivyworld.de
- Causecast, facebook, socialvibe
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9
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10
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11
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- helping brands and companies put purpose closer to their core
proposition
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14
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15
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16
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- StrategyOne surveyed 6,000+ consumers across ten countries, aged 18-64
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- Consumers want to make a difference
- & prefer brands that do!
- Globally, nearly 9 in 10 consumers (87%) feel it is their duty to
contribute to a better society and the environment
- 82% of consumers globally say they can personally make a difference by
supporting good causes
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- Consumers want not only individuals to drive support of good causes but
also want government to get involved/take the lead
- Government was chosen by consumers than any other organization to
support top social causes:
- Equal opportunities to education (55%)
- Health (46%)
- Reducing Poverty (40%)
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- Make money and do good too! 58% of consumers globally are fine with brands that support good causes and
make money
- 55% globally say they would be prepared to pay more for a brand in a
recession that supports a good cause they believe in
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- Globally, 52% are more likely to recommend a brand that supports a good
cause than one that does not
- Nearly seven in 10 globally (69%) would be prepared to pay more for
eco-friendly products
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23
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- (58%) have switched equipment or lights more often this year than last
year
- (56%) have used lower wattage light bulbs and 54% have used fewer
plastic bags
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- (61%) of people say they have taken an action because they have been
influenced by their children/other peoples children
- (24%) of adults used lower wattage light bulbs based on children getting
them to do so.
- Other activities that were child driven
- Using fewer plastic bags (24%)
- Switching off household equipments and lights (23%)
- Participating in a fundraising event (20%)
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25
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- Brita’s FilterForGood program has motivated thousands of Americans to
reduce their bottled water waste simply by switching to a reusable
bottle with filtered water.
- The results for Brita have been exponential: sales increased &
reinvigoration of the brand, consumer praise and a desire to infuse
sustainability practices throughout Clorox brands.
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- A simple clear expression of one central idea:
- That the individual actions of every single person in Ireland will
together create a powerful, positive change in the nation’s energy use
habits. Only by empowering the individual can we hope to influence
society in general.
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- Rama (margarine brand)
- supports families and government
- The Idea:
- Improvement of flexible childcare in Germany
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- Results
- Whitepaper made its way into political party newsletters and discussion
by other key opinion makers
- Awards:
- Sabre Award 2007 (Cause-Related Marketing)
- German PR Award 2007 (Corporate
Social Responsibility)
- Sales increase at retail level
- Media
- 100 million impressions in print, TV , online and radio.
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- are emerging brands themselves
- have key role to play with established brands
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- Social purpose; which one?
- Partnerships
- Ownable space
- Link to your brand attributes/benefits
- Tools of involvement
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- Survey results inform us that social purpose as a marketing imperative
has global consumer appeal and can help brands build deeper
relationships
- 83% of consumers willing to change consumption habits to make tomorrow’s
world a better place
- Mutual social responsibility is next key step in connecting consumers
with brands via social purpose
- For businesses, performing well and doing good are linked
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- Return on involvement is a new metric
- Brands need to create powerful ownable ideas out of a social purpose platform to
differentiate and rise above the clutter (e.g. Dove real beauty + self
esteem)
- Word of mouth, social marketing and new, non-traditional channels are
key to bringing a social purpose concept to life in a world of attention
deficit disorder and 24/7 communications
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Notes
