10. Is Doing Good part of a deeper paradigm shift? Are we moving from a selfish, individualistic society to a more altruistic one?
11. The market for doing good has created a new type of brand which enables the consumers around the world to make a difference.
12. Sustainable business models Largest American retailer of natural and organic foods. 5 percent of profits to not-for-profit organizations. Promote environmental stewardship by reducing waste and participating in a food recovery and diversion program. Fashion without sweatshops
13. Community partnerships Tesco computers for schools has now raised enough money for a computer in every school in the UK and created enormous goodwill and loyalty towards their brand
14. Beautiful coincidences IKEA invented the flatpack allowing them to save costs by not transporting air and consequently reduce ‘furniture miles’. Now they are rebuilding shanty towns in South America and selling affordable housing across Europe
15. Shared responsibility Label Scrutiny is predicted to be the next sphere of consumer activism, M&S are way ahead of their competition. They also sell organic cotton.
16. Setting industry benchmarks Eurostar announced a target of reducing carbon dioxide emissions by 25% by 2012. A real reduction rather than just offsetting
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18. Enriching brand credentials The connection between Sky and the environment is not immediately apparent but they have put a lot of effort into challenging their large customer base.
19. Positive marketing Frische France has launched Unicef Brand juices) to support humanitarian efforts around the world UNICEF are the only sponsor every to appear on a Barcelona shirt
20. Transparency Japanese supermarket chain AEON introduced this ‘Green Eye’ system to respond to rising concerns about food safety. If users take a photo of the barcode, a website showing information about the producer is accessed via the phone.
21. Tackling social problems Chilean jeans brand Fes has created this campaign encouraging consumers to join together to act against egoism, malice, and violence.
22. Building communities Lime gets people to walk the equivalent of the circumference of the world by swapping car journeys for walking. Pledge Bank creates group initiatives
23. Doing good indirectly At Swishing parties women swap secondhand clothes Read it, swap it is a book swapping service
26. Bartering The organisers of the Roskilde music festival encourage recycling and minimise littering by printing a voucher on ll packaging from the bars, including beer glasses, bottles and cardboard carriers which can be redeemed against further beer.
29. Is Doing Good part of a wider change in cultural attitudes?
30. Is there more to Doing Good than just showing off? Patrick West argues that wearing coloured ribbons, strapping red noses onto the front of your car and carrying banners saying 'Not In My Name' are part of a culture of ostentatious caring which is about feeling good, not doing good.
31. In the Two Britains… Life in this country will be best improved by… Looking after the individual and eventually everyone will benefit Putting the needs of the community first 1995 2001 Little England Cool Britannia Fear Society Henley centre planning for social change ? … at least one third are community minded
32. 86% of Big Britain strongly agree we have to come together for the good of our community and the environment 84% of Big Britain strongly agree everyone should take more responsibility for the environment 95% of Big Britain strongly agree it’s important for the government and business to be honest 78% of Big Britain likes to question things and consider themselves open minded 84% of Big Britain strongly agree it’s important to continue learning new things throughout life 64% of Big Britain strongly agree that they are open to new idea and new solutions THERE ARE 20 MILLION ADULTS WHO SHARE THE VALUES AND WORLD VIEWS OF
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34. Leading richer, fuller lives 59% There are not enough hours in the day to do everything I’d like TGI 37% Involved in voluntary work Big Britain “ There are so many things I want to do, so many books I want to read, so many places I want to go.” St Luke’s Adulthood Study
36. New social communities Conservation Volunteering. Wildlife Trust volunteers doubled since 2000. British Trust for Conservation Volunteers grown from 80,000 to 288,470 “ It’s about being part of a social community with people who have the same form of commitment and passion as you.” Cary Cooper. Lancaster University
43. Individuality of taste A huge market for niche. Online, where space is unlimited 98% of stock sells at least once. iTunes: every 1 of the 1m tracks available sells at least once Netflix: 95% of the 55,000 DVD’s available rent once a quarter Amazon: 98% of the top 100,000 titles sell once a quarter
44. What’s swirling around your head If you are 35 Live Aid 2nd summer of love Festival Culture Web 1.0 and 2.0 New Labour Live 8 Cannabis and Ecstasy Green
45. The counter-culture has become mainstream And with it, progressive, liberal ideas So doing good is no longer the preserve of do-gooders
