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SIMON	MAINWARING
WE	FIRST
FOUNDER	&	CEO
©2016 We First Inc.
Activating	purpose	to	build	
your	brand	and	social	
impact.
@SimonMainwaring©2016 We First Inc.
First, the world we live in.
©2016 We First Inc.
Every company, brand
and marketer is facing
new challenges to reach,
engage and sell to hyper-
connected, media-savvy, and...
Culture has changed…
– Climate change
– Wealth inequality
– Water scarcity
– Over-population
– Healthcare costs
– Environm...
Consumers as content creators,
producers and distributors.
©2016 We First Inc.
Shift from Me First to We First branding.
ME FIRST BRAND
Opaque
Defensive
Disingenuous
Self-directed
Isolated
Profit for p...
Havas Media, Meaningful Brands Report 2015
3
Most people would not care
if 74% of all brands disappeared.
The business case
for purposeful
storytelling.
©2016 We First Inc.
(Noun) The reason for which something is done or
created or for which something exists.
(Verb) One’s intention or objectiv...
2016 Edelman Trust Barometer
80%
agree
“An organization can
take specific actions
that both increase
profits and improve t...
76%
74%
74%
69%
64%
53%
72%
74%
71%
64%
58%
42%
79%
75%
77%
75%
70%
64%
Government
Businesses
Consumers
Non-Profit Organiz...
Globescan Regeneration Consumer Study
Consumers want to be part of the
solution.
67%
consumers
globally
are interested in
...
How purpose drives profit.
Purpose defines the values of a company.
Relationships determine the productivity, profit,
and ...
EMPLOYEES
CUSTOMERS
CONSUMERS
MARKETINGCULTURE
PURPOSE
Putting purpose to work for you.
©2016 We First Inc.
EMPLOYEES
1. Define your purpose in simple,
consistent and scalable terms.
2. Share your purpose throughout
your organizat...
Purpose Increases Employee Loyalty
& Tenure.
2015 Imperative & NYU Workforce Purpose Index
both the costs of turnover to e...
The Benefit of Purpose-Driven
Employees.
2015 Imperative & NYU Workforce Purpose Index©2016 We First Inc.
Path of Service™
• Launched in 1992
• Provides full time employees up
to 40 paid service hours per year
©2016 We First Inc...
In 2014, Timberland employees
worldwide served
72,098 hours
of employees reported
serving at least once in 201478%
©2016 W...
1. Create Opportunities
2. Leverage Senior Leaders
3. Recognize and Celebrate
4. Foster Employee Ownership
5. Tell Your St...
CUSTOMERS
(B2B)
1. Share your purpose with your
customers.
2. Establish values alignment to
mitigate risk.
3. Give them a ...
Purpose Increasingly Driving Reputation
RelativeDriverImpact
Qualityofmanagement
Financialsoundness
Qualityofgoods&service...
ence as investors recognized that a company’s ability to win is increasingly dependent on its ability to attract
the talen...
Case Study: Woolmark
©2016 We First Inc.
CONSUMERS
(B2C)
1. Leverage purpose to create
simple, emotional and sharable
storytelling.
2. Consistently base storytelli...
2015 Cone Communications/
Ebiquity Global CSR Study
Consumers believe their purchases
make a moderate-to-significant impac...
2015 Cone Communications/Ebiquity Global CSR Study
Consumers are likely to switch brands
to those associated with a good c...
Case Study: Whole Foods
©2016 We First Inc.
MARKETING
1. Give consumers opportunities to co-
own, co-author and co-create.
2. Engage mission-aligned influencers
and a...
2015 Cone Communications/
Ebiquity Global CSR Study
Consumers want
to participate in
brands’ purpose
in many ways.
©2016 W...
Case Study: Patagonia
©2016 We First Inc.
CULTURE
1. Transcend your products, services
and culture to shape culture.
2. Define, frame and lead a cultural
conversati...
Sustainable Mass Transportation.
©2016 We First Inc.
Shared
Planet
Starbucks: Shared Planet
©2016 We First Inc.
2015 ‘Fit for Purpose’ Report, Radley Yeldar©2016 We First Inc.
The result?
©2016 We First Inc.
“Socially responsible
brands accounted for
half our growth in 2014
and grew at twice the
rate of the rest of the
business....
2015 Driving Revenue Growth Through
Sustainable Products and Services Report
“Between 2010 and 2013,
revenues from company...
Purpose drives growth.
HBR 2015 The Business Case for Purpose Survey
Organizations that prioritize purpose experience sign...
EMPLOYEES
Productivity
CUSTOMERS
Alignment
CONSUMERS
Loyalty
CULTURE
Leadership
PURPOSE
Results:
MARKETING
Amplification
©...
Activating purpose drives
sustainable profit.
©2016 We First Inc.
Thank You!
For these slides, email:
Simon@WeFirstBranding.com
@SimonMainwaring
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Sustainable Brands in Sydney, Australia

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Activating purpose to build your brand and social impact.

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Sustainable Brands in Sydney, Australia

  1. 1. SIMON MAINWARING WE FIRST FOUNDER & CEO ©2016 We First Inc.
  2. 2. Activating purpose to build your brand and social impact. @SimonMainwaring©2016 We First Inc.
  3. 3. First, the world we live in. ©2016 We First Inc.
  4. 4. Every company, brand and marketer is facing new challenges to reach, engage and sell to hyper- connected, media-savvy, and always-on consumers living in a challenging world. ©2016 We First Inc.
  5. 5. Culture has changed… – Climate change – Wealth inequality – Water scarcity – Over-population – Healthcare costs – Environmenta l damage – Loss of biodiversity – Gender inequality Marketing has changed… – Digital disruption – Quantified self – Social media – Peer-to-peer – Mobile commerce – Big Data – Internet of Everything – Wearables Consumers have changed… – Media-savvy – Well-informed – Socially- conscious – Hyper-connected – Consumer activists – Mobile focused – Values-driven – Always on ©2016 We First Inc.
  6. 6. Consumers as content creators, producers and distributors. ©2016 We First Inc.
  7. 7. Shift from Me First to We First branding. ME FIRST BRAND Opaque Defensive Disingenuous Self-directed Isolated Profit for profit’s sake Traditional mindset Reactive Schizophrenic Shareholder Dysfunctional Broadcast Status quo Promotes advertising WE FIRST BRAND Transparent Accountable Authentic Community-facing Connected People, planet, profit Innovative mindset Proactive Consistent Stakeholder well-being Purposeful culture Innately sharable Future facing Shapes culture ©2016 We First Inc.
  8. 8. Havas Media, Meaningful Brands Report 2015 3 Most people would not care if 74% of all brands disappeared.
  9. 9. The business case for purposeful storytelling. ©2016 We First Inc.
  10. 10. (Noun) The reason for which something is done or created or for which something exists. (Verb) One’s intention or objective. Purpose: ©2016 We First Inc.
  11. 11. 2016 Edelman Trust Barometer 80% agree “An organization can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.” up from 74% in 2015 Consumers expect companies to do more than just make a profit. ©2016 We First Inc.
  12. 12. 76% 74% 74% 69% 64% 53% 72% 74% 71% 64% 58% 42% 79% 75% 77% 75% 70% 64% Government Businesses Consumers Non-Profit Organizations Charities and Philanthropists Religious Organizations All 6 Markets Developed Countries Developing Countries …and that everyone must play a role - including business and consumers. Re: thinking Consumption Report, BBMG, SustainAbility, GlobeScan 3 in 4 Consumers agree that improving the environment & society is a shared obligation across government, private sector, non-profits & consumers ©2016 We First Inc.
  13. 13. Globescan Regeneration Consumer Study Consumers want to be part of the solution. 67% consumers globally are interested in sharing ideas, opinions and experiences with companies to help them develop better products or create new solutions 72% consumers globally believe in voting and advocating for issues important to them ©2016 We First Inc.
  14. 14. How purpose drives profit. Purpose defines the values of a company. Relationships determine the productivity, profit, and impact of the brand. Values define how stakeholders relate to each other. ©2016 We First Inc.
  15. 15. EMPLOYEES CUSTOMERS CONSUMERS MARKETINGCULTURE PURPOSE Putting purpose to work for you. ©2016 We First Inc.
  16. 16. EMPLOYEES 1. Define your purpose in simple, consistent and scalable terms. 2. Share your purpose throughout your organizations. 3. Give employees choices for how to bring that purpose to life. Action steps: ©2016 We First Inc.
  17. 17. Purpose Increases Employee Loyalty & Tenure. 2015 Imperative & NYU Workforce Purpose Index both the costs of turnover to employ- ers as well as job satisfaction. more likely to be in the in their organization. E controlling for other fa pose-Oriented Worker likely to be in leadersh their peers. %ofWorkersWhoExpecttoStay LongerThan2Years 100% 75% 50% 25% 0% Purpose Oriented Non-Purpose Oriented 79% 69% Expected Tenure by Work Orientation Percenta e i erence et een Purp and Non Purpose Oriented Workers b 100% 75% 50% 25% Purpose-oriented workers expect to stay in organizations longer than peers, and 50% more likely to be in the top positions. ©2016 We First Inc.
  18. 18. The Benefit of Purpose-Driven Employees. 2015 Imperative & NYU Workforce Purpose Index©2016 We First Inc.
  19. 19. Path of Service™ • Launched in 1992 • Provides full time employees up to 40 paid service hours per year ©2016 We First Inc. Case Study: Timberland
  20. 20. In 2014, Timberland employees worldwide served 72,098 hours of employees reported serving at least once in 201478% ©2016 We First Inc.
  21. 21. 1. Create Opportunities 2. Leverage Senior Leaders 3. Recognize and Celebrate 4. Foster Employee Ownership 5. Tell Your Story Timberland: Employee Engagement Roadmap ©2016 We First Inc.
  22. 22. CUSTOMERS (B2B) 1. Share your purpose with your customers. 2. Establish values alignment to mitigate risk. 3. Give them a positive story to tell - leverage storytelling to strengthen both parties’ reputation. ACTION STEPS ©2016 We First Inc. Action steps:
  23. 23. Purpose Increasingly Driving Reputation RelativeDriverImpact Qualityofmanagement Financialsoundness Qualityofgoods&services Abilitytoattracttalent Longterminvestment Capacitytoinnovate Qualityofmarketing Community&envresponsibilty Useofassets 2016 UK Reputation Dividend Report©2016 We First Inc.
  24. 24. ence as investors recognized that a company’s ability to win is increasingly dependent on its ability to attract the talent it needs to operate. The second most valuable component is perceptions of management quality followed by long term investment potential. Individually, these factors account for $545bn, $483bn and $449bn of shareholder value across the index respectively. ©2016 We First Inc. 2015 UK Reputation Dividend Report CSR Represents 10.7% of the Value of S&P500 Companies
  25. 25. Case Study: Woolmark ©2016 We First Inc.
  26. 26. CONSUMERS (B2C) 1. Leverage purpose to create simple, emotional and sharable storytelling. 2. Consistently base storytelling on shared values. 3. Recognize and reward consumer participation. ACTION STEPS ©2016 We First Inc. Action steps:
  27. 27. 2015 Cone Communications/ Ebiquity Global CSR Study Consumers believe their purchases make a moderate-to-significant impact. ©2016 We First Inc.
  28. 28. 2015 Cone Communications/Ebiquity Global CSR Study Consumers are likely to switch brands to those associated with a good cause. 2015 2013 2011 Very/Somewhat Likely (net) 90% 91% 94% Whic busi Wha Whe Whi to pe Given similar price and quality, consumers are likely to switch brands to one associated with a good cause: Consumers con and environmen making importa Very/Somewhat Import ©2016 We First Inc.©2016 We First Inc.
  29. 29. Case Study: Whole Foods ©2016 We First Inc.
  30. 30. MARKETING 1. Give consumers opportunities to co- own, co-author and co-create. 2. Engage mission-aligned influencers and ambassadors to increase reach/earned media. 3. Align ongoing tactics with a long- term purposeful strategy. ACTION STEPS ©2016 We First Inc. Action steps:
  31. 31. 2015 Cone Communications/ Ebiquity Global CSR Study Consumers want to participate in brands’ purpose in many ways. ©2016 We First Inc.
  32. 32. Case Study: Patagonia ©2016 We First Inc.
  33. 33. CULTURE 1. Transcend your products, services and culture to shape culture. 2. Define, frame and lead a cultural conversation. 3. Be a mission with a company, not a company with a mission. ACTION STEPS ©2016 We First Inc. Action steps:
  34. 34. Sustainable Mass Transportation. ©2016 We First Inc.
  35. 35. Shared Planet Starbucks: Shared Planet ©2016 We First Inc.
  36. 36. 2015 ‘Fit for Purpose’ Report, Radley Yeldar©2016 We First Inc.
  37. 37. The result? ©2016 We First Inc.
  38. 38. “Socially responsible brands accounted for half our growth in 2014 and grew at twice the rate of the rest of the business.” Paul Polman CEO Unilever 2015 ©2016 We First Inc.
  39. 39. 2015 Driving Revenue Growth Through Sustainable Products and Services Report “Between 2010 and 2013, revenues from company- defined portfolios of sustainable products and services grew by 91%.” For S&P Global 100 companies sustainable products revenue stream grew at 6X the rate of overall company results.
  40. 40. Purpose drives growth. HBR 2015 The Business Case for Purpose Survey Organizations that prioritize purpose experience significantly more growth than those that do not. Organizations that prioritize & integrate purpose Organizations that do not prioritize & integrate purpose ©2016 We First Inc.
  41. 41. EMPLOYEES Productivity CUSTOMERS Alignment CONSUMERS Loyalty CULTURE Leadership PURPOSE Results: MARKETING Amplification ©2016 We First Inc.
  42. 42. Activating purpose drives sustainable profit. ©2016 We First Inc.
  43. 43. Thank You! For these slides, email: Simon@WeFirstBranding.com @SimonMainwaring

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