This presentation formed part of the Business and Brands module for students at Guildford Academy of Music. Their half term essay assignment is on Consumer empowerment. The aim was to teach students that CSR is an effective way to empower the consumer and encourage ways they can incorporate CSR strategies into their own future business ideas. It was presented on 5th January 2010
1. “IF YOU THINK YOU ARE TOO SMALL TO MAKE AN IMPACT TRY GOING TO BED WITH A MOSQUITO”
2. TODAY’S MENU WHO AM I? WHAT IS CSR? WHAT IS THE RELEVANCE OF CSR IN TODAY’S MARKET PLACE? WHAT IMPACT HAS CSR HAD ON BUSINESS? WHY IS IT IMPORTANT FOR CONSUMERS? SO HOW DOES HAVING A CSR STRATEGY EMPOWER CONSUMERS? HOW PR COMPANIES ARE USING CSR AS PART OF THEIR PITCHING STRATEGY? HOW WE CAN HELP? CLOSE
6. BIOGRAPHY. Arrived 1967 Bankfield Comprehensive School 1979 - 1984 H.M. Royal Marines Commando 1985 - 1992 Halton College 1993 - 1994 Liverpool John Moore's University 1994 - 1997 BSc hons University of Southampton 1997 - 1998 MSc University of Leeds 1999 - 2000 PhD Consultant Transport for London 2001 - 2003 Campaign Director Mayor of London 2003 - 2005 Created CSRPLUS 2005
9. If the world decided to spend say $50 billion extra over the next 4 years to do good...where would you start? http://polls.linkedin.com/poll-results/71414/fatbx
21. “70% of European consumers say that a company's commitment to social responsibility is important when buying a product or service” (Source: CSR Europe/MORI, 2000)
22. “A legitimate and well executed CSR strategy represents a significant opportunity for brands” (Source: Havas Media, 2009)
24. TUNING IN AND WAKING UP 1. avoid green wash 2. understanding 3600 green 3. tuning into green transmitters 4. not wearing green from head to toe 5. finding solutions together with customers 6. company vision aligned with green positioning
25. “94% of company executives believe the development of a CSR strategy can deliver real business benefits” (Source: Ernst & Young survey, 2002)
33. Eco-clout 1) Raise shareholder value 2) Improve profitability building on existing strengths3) Equip and provide fresh capabilities and eco-processes4) Create a detailed action plan, set targets and measurable goals5) Reduce danger, identify and seize quick win CSR opportunities 6) Innovate to develop low-carbon services, products and strategies 7) Safeguard brand reputation and improve long term competitiveness
36. 80% of consumers engaged in climate change 3/4 recognise climate change will affect them and their families consumers are stopping buying environmentally damaging goods and buying more environmentally friendly goods incredible opportunity for brands passive and active self-seekers and altruists WWW.HAVASMEDIA.COM
37. understanding the ecolasticity of brands consumers would rather buy from companies doing their best to reduce impact on the environment than those not involved logicals, accepting and absolutes increasingly consumers are recognising the good and bad guys legitimate and well-executed green communication strategy represents a significant opportunity WWW.HAVASMEDIA.COM
42. 6. SO HOW DOES HAVING A CSR STRATEGY EMPOWER CONSUMERS?
43. PUT YOUR HANDS UP IN THE AIR. ORGANIC FOOD FAIRTRADE GOODS ORGANIC CLOTHING REDUCE, REUSE AND RECYCLE BUY LOCAL OR SEASONAL PRODUCE VOLUNTEER YOUR TIME OR CHARITY WORK TURN THE TAP WHEN BRUSHING YOUR TEETH WALK, CYCLE, USE PUBLIC TRANSPORT, CARE...
52. HOW DID THEY DO IT? 1. carbon re-think and energy use2. reduce, reuse, recycle and repair3. low carbon transport and active travel4. sustainable procurement, fit outs and fair trade5. staff health and exercise programme6. social investment, volunteering, charity7. water use and reduction
68. Designed for maximum return linking your economic objectives to your social and environmental goals.
69. 1. carbon re-think and energy use assessment2. reduce, reuse, recycle and repair application3. low carbon transport and active travel schemes4. sustainable procurement, fit outs and fair trade5. staff health and exercise programme6. social investment, volunteering, charity planner7. water use and reduction action plan
72. A SUCCESSFUL EDUCATION LEADERSHIP TOOL GIVING EMPLOYEES AND VISITORS GREATER INSIGHT AND UNDERSTANDING TO THE RISKS AND OPPORTUNITIES OF CLIMATE CHANGE
73. BUSINESS HAS A KEY ROLE TO PLAY CSRPLUS OFFER BOLD ACTION AND CLEAR LEADERSHIP.