Sustainable Brands in Sydney, Australia

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.

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.

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

Consumers as content creators,
producers and distributors.

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

Havas Media, Meaningful Brands Report 2015
3
Most people would not care
if 74% of all brands disappeared.

The business case
for purposeful
storytelling.

(Noun) The reason for which something is done or
created or for which something exists.
(Verb) One’s intention or objective.
Purpose:

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.

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

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

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.

EMPLOYEES
CUSTOMERS
CONSUMERS
MARKETINGCULTURE
PURPOSE
Putting purpose to work for you.

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:

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.

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
Case Study: Timberland

In 2014, Timberland employees
worldwide served
72,098 hours
of employees reported
serving at least once in 201478%

1. Create Opportunities
2. Leverage Senior Leaders
3. Recognize and Celebrate
4. Foster Employee Ownership
5. Tell Your Story
Timberland:
Employee Engagement Roadmap

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
Action steps:

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.

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

Case Study: Woolmark

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
Action steps:

2015 Cone Communications/
Ebiquity Global CSR Study
Consumers believe their purchases
make a moderate-to-significant impact.

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.

Case Study: Whole Foods

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
Action steps:

2015 Cone Communications/
Ebiquity Global CSR Study
Consumers want
to participate in
brands’ purpose
in many ways.

Case Study: Patagonia

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
Action steps:

Sustainable Mass Transportation.

Shared
Planet
Starbucks: Shared Planet

The result?

“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

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.

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

EMPLOYEES
Productivity
CUSTOMERS
Alignment
CONSUMERS
Loyalty
CULTURE
Leadership
PURPOSE
Results:
MARKETING
Amplification

Activating purpose drives
sustainable profit.

Thank You!
For these slides, email:
Simon@WeFirstBranding.com
@SimonMainwaring

Sustainable Brands in Sydney, Australia

Recomendados

Recomendados

Más contenido relacionado

La actualidad más candente

La actualidad más candente (20)

Similar a Sustainable Brands in Sydney, Australia

Similar a Sustainable Brands in Sydney, Australia (20)

Más de Simon Mainwaring

Más de Simon Mainwaring (18)

Último

Último (20)

Sustainable Brands in Sydney, Australia