Carolyn Childs' presentation at Mumbrella's Travel Marketing Summit

carolyn@mytravelresearch.com TravelResearch0 mytravelresearch.comcarolyn-childs-74653ba/
Carolyn Childs, CEO, Futurist Strategist, MyTravelResearch.com
12th March 2020
Brand Purpose in the Age of the New
Normal

What’s the point of brand purpose?
https://www.unilever.com/news/news-and-features/Feature-article/2019/brands-with-purpose-grow-and-here-is-the-proof.html
In 2014, Jim Stengel looked at the brands who
had the most loyalty/affinity in the Millward
Brown database.The 50 highest were united
by ethics. He called them the Stengel 50
Between 2000 and 2011 the Stengel 50 had
grown by 382%compared with a 8%loss
for the S&P 500 benchmark
So does brand purpose enable us to have it all?

Driven by changing consumer needs
Copyright © 2018 Accenture.
All rights reserved

And by underlying megatrends e.g. inequality

And by underlying megatrends e.g.
automation and the changing nature of work

Unilever has been
a leader in this
space
And has continued to see growth of its
‘sustainable living’ brands
https://www.unilever.com/news/news-and-
features/Feature-article/2019/brands-with-purpose-
grow-and-here-is-the-proof.html

“….the whole concept of brand purpose is moronic. I do
not want Starbucks telling me about race relations and
world peace – I want it to serve me a decent coffee in
pleasant locations.“
Mark Ritson,
Adjunct Professor of Marketing, Melbourne Business School
Not everyone’s a fan
Source: MarketingWeek

And not all consumers live up to their ideals
…. If the practical benefits stack up
In 2018, after at least 20 significant
negative reports around treatment of
drivers and customers
Uber’s IPO was one of the largest in
history at $75.5bn
AND
Uber still managed to grow their
customer base of the U.S. millennial
population from 17.3% to 25.5%
(that’s around 5 million new millennial
customers)https://www.campaignlive.com/article/bran
d-purpose-goes-wrong/1579154
Only 12% of millennials have
chosen a brand because of its
responsible behaviour. Only 16%
have boycotted one.

Who springs to mind
as exemplifying brand
purpose in the travel
vertical?

https://www.travelweekly.com.au/article/purpose-beyond-profit-and-diversification-drives-record-growth-for-intrepid/

Other than Intrepid,
who springs to mind
as exemplifying brand
purpose in the travel
vertical?

Take 2

https://www.traveller.com.au/tourism-backlash-in-venice-barcelona-and-other-cities-a-wakeup-call-gzn7ce
Imagine that this
conference was in
Venice and
Barcelona …
If I said AirBnb was
a brand with
purpose,
would I leave the
room alive?

There are challenges with the concept
of brand purpose

What do you mean by purpose?
REASON FOR BEING PURPOSEFUL
BUSINESS
PURPOSE LED
BUSINESS
exists to transform
occasions into
celebrations
Sources: https://www.brandingstrategyinsider.com/why-brand-purpose-is-wishful-thinking/#.XmMp0XIvOUk
Emily at Mumbrella

If you don’t have
this sort of
purpose…
You aren’t a brand,
you are a COMMODITY
You’ll lead by:
Big presence
Deep pockets
Lowest prices

Unilateral vs. multilateral purpose:
If you aim for purpose, you ought to be ‘good’ all
the time
Source: How to avoid f**king up purpose KinCo

Purpose and sustainability… Same, same but
different
Source: Travel to Change the World Visit California presentation

We aren’t genuinely
or consistently
purposeful
Sources: How to avoid f**king up purpose KinCo
SproSources:ut Social https://sproutsocial.com/insights/data/brands-creating-change/

So should we care
about being a
purposeful brand in the
age of the new normal?

The only ‘new
normal’ for the
planet
is the one we
will create
https://www.theguardian.com/australia-
news/2020/jan/14/australia-bushfires-harbinger-future-scientists

We have a ‘category imperative’
Copyright © 2018 Accenture.
All rights reserved
How can we share the wonders of the
world, if there are no wonders to share?

The consumers who do care are looking
to business….
Sources:
TrendwatchingThe future of purpose
2020 EdelmanTrust Barometer

The ‘new normal’ is that many brands are…
https://www.intrepidtravel.com/adventures/why-we-are-becoming-climate-positive/
https://intelligence.wundermanthompson.com/2019/12/biocontributive-brands/
https://www.forbes.com/sites/veronikasonsev/2019/11/27/patagonias-focus-on-its-brand-purpose-is-great-for-business/
https://medium.com/activate-the-future/understanding-the-opportunity-of-regenerative-tourism-894136cafd3b
https://ageofthrivability.com/travel-to-tomorrow-an-emerging-vision-for-the-tourism-industry/
https://ageofthrivability.com/travel-to-tomorrow-an-emerging-vision-for-the-tourism-industry/
As the context changes,
the expectations will
change
… and so will the available
solutions

So how do we build in or grow purpose?

Thank you
someone@example.com
Source: How to avoid f**king up purpose KinCo

Model 1 – link brands to specific outcomes
https://www.unilever.com/news/press-releases/2018/unilevers-sustainable-living-plan-continues-to-fuel-
growth.html

Model 2 – holistic
Source: Travel to Change the World Visit California presentation

Model 3 – Regenerative
Sources: Money makes the (Tourism) World go round – or does it? Professor Pauline Shelden University of Hawaii, TTRA International Conference 2019 Keynote
“Raworth, K., 2017, Doughnut Economics: Seven ways to think like a 21st. Century Economist”

For example…
Sources: Money makes the (Tourism) World go round – or does it? Professor Pauline Shelden University of Hawaii, TTRA International Conference 2019 Keynote
Adapted from John Fullerton, 2015, Regenerative Capitalism How Universal Patterns and Principles will Shape our New Economy, Capital Institute

Marketing can’t – and shouldn’t - do it alone
https://www.marketingweek.com/mars-purpose-polarised-world/
2030 Purpose: Good business and a better future Connecting sustainable development with enduring
commercial success © 2016 Deloitte LLP
But as the stewards of brand we can –
and should – provide leadership

Want to talk more – contact me
THANKYOU
32carolyn@mytravelresearch.com TravelResearch0 mytravelresearch.comcarolyn-childs-74653ba/

Carolyn Childs' presentation at Mumbrella's Travel Marketing Summit

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Carolyn Childs' presentation at Mumbrella's Travel Marketing Summit