1. October 18th, 2010

2. @simonmainwaring

3. AN INTERDEPENDENT GLOBAL COMMUNITY
NEEDS AN EXPANDED DEFINITION OF SELF-INTEREST.
84% of corporate executives believe that society expects businesses to take a more active role
in environmental, social, and political issues than it did five years ago. 2010 CECP report
@simonmainwaring

4. AN INTERDEPENDENT GLOBAL COMMUNITY
NEEDS AN EXPANDED DEFINITION OF SELF-INTEREST.
71% think brands/companies spend too much on advertising and marketing and should put
more into good causes – last year 62%. 2009 Edelman Good Purpose Report
@simonmainwaring

5. AN INTERDEPENDENT GLOBAL COMMUNITY
NEEDS AN EXPANDED DEFINITION OF SELF-INTEREST.
59% of consumers would help a brand promote its products if there was a good
cause behind it (up from 53% last year). 2009 Edelman Good Purpose Report
@simonmainwaring

6. @simonmainwaring

7. THE FUTURE OF PROFIT IS PURPOSE.
Two out of three people (67%) would switch brands if a different
brand of similar quality supported a good cause.
@simonmainwaring

8. THE FUTURE OF PROFIT IS PURPOSE.
63% of consumers want brands to make it easier for them to make a
positive difference in the world. 2009 Edelman Good Purpose Report
@simonmainwaring

9. @simonmainwaring

10. CONSUMERS WANT A BETTER WORLD,
NOT JUST BETTER WIDGETS.
!
@simonmainwaring

11. CONSUMERS WANT A BETTER WORLD,
NOT JUST BETTER WIDGETS.
Over half of consumers (56%) believe the interests of society and the interests of
businesses should have equal weight in decisions. 2009 Edelman Good Purpose Report
@simonmainwaring

12. CONSUMERS WANT A BETTER WORLD,
NOT JUST BETTER WIDGETS.
@simonmainwaring

13. CONSUMERS WANT A BETTER WORLD,
NOT JUST BETTER WIDGETS.
@simonmainwaring

14. @simonmainwaring

15. TECHNOLOGY IS TEACHING US TO BE HUMAN AGAIN.
@simonmainwaring

16. TECHNOLOGY IS TEACHING US TO BE HUMAN AGAIN.
@simonmainwaring

17. TECHNOLOGY IS TEACHING US TO BE HUMAN AGAIN.
@simonmainwaring

18. @simonmainwaring

19. BRANDS MUST BECOME ARCHITECTS OF COMMUNITY.
@simonmainwaring

20. BRANDS MUST BECOME ARCHITECTS OF COMMUNITY.
If we can do something good for someone, no matter the product, it’s
going to be good for us. Stefan Olander, Global Director of Digital Media, Nike
@simonmainwaring

21. BRANDS MUST BECOME ARCHITECTS OF COMMUNITY.
@simonmainwaring

22. BRANDS MUST BECOME ARCHITECTS OF COMMUNITY.
@simonmainwaring

23. BRANDS MUST BECOME ARCHITECTS OF COMMUNITY.
@simonmainwaring

24. BRANDS MUST BECOME ARCHITECTS OF COMMUNITY.
Chalkbot posted over 36,000 user generated messages and helped raise
$4 million over the event with a 46% sales increase for Livestrong!
@simonmainwaring

25. BRANDS MUST BECOME ARCHITECTS OF COMMUNITY.
@simonmainwaring

26. @simonmainwaring

27. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION.
!
@simonmainwaring

28. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION.
88% of Americans say it is acceptable for companies to involve a cause or issue in their marketing. This record
number represents a 33% increase since Cone began measuring in 1993 (66%). 2010 Cone Cause Evolution Study
@simonmainwaring

29. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION.
8 out of 10 people are willing to change their consumption habits if it can help
make tomorrow’s world a better place to live. 2009 Edelman Good Purpose Report
@simonmainwaring

30. THE EVOLUTION OF REVOLUTION IS CONTRIBUTION.
90% of consumers want companies to tell them the ways they are supporting causes. Put another way: More than 278
million people in the U.S. want to know what a company is doing to benefit a cause. 2010 Cone Cause Evolution Study
@simonmainwaring

31. @simonmainwaring

32. (ROC) RETURN ON CONTRIBUTION - HR
Employees who are very involved in their company’s cause program are 28 percent more
likely to be proud of their company’s values and 36 percent more likely to feel a strong
sense of loyalty than those who are not involved. 2010 Cone Cause Evolution Study
@simonmainwaring

33. (ROC) RETURN ON CONTRIBUTION - HR
@simonmainwaring

34. (ROC) RETURN ON CONTRIBUTION - CSR
@simonmainwaring

35. (ROC) RETURN ON CONTRIBUTION - CSR
During this recession, 57% of consumers believe a company or brand has earned their business because
they have been doing their part to support good causes. 2009 Edelman Good Purpose Report
@simonmainwaring

36. (ROC) RETURN ON CONTRIBUTION - CSR
@simonmainwaring

37. (ROC) RETURN ON CONTRIBUTION - PR
@simonmainwaring

38. (ROC) RETURN ON CONTRIBUTION - PR
During the recession, 65% of people have remained loyal to a brand or company
because it supports a good cause. 2009 Edelman Good Purpose Report
@simonmainwaring

39. (ROC) RETURN ON CONTRIBUTION - PR
@simonmainwaring

40. (ROC) RETURN ON CONTRIBUTION - PR
@simonmainwaring

41. (ROC) RETURN ON CONTRIBUTION - PR
@simonmainwaring

42. (ROC) RETURN ON CONTRIBUTION - PR
@simonmainwaring

43. (ROC) RETURN ON CONTRIBUTION - IP
@simonmainwaring

44. (ROC) RETURN ON CONTRIBUTION - IP
When choosing between two brands of similar quality & price, a social purpose ranks highest at 43% and is placed higher
in order of importance above design & innovation (34%) and brand loyalty (24%). 2009 Edelman Good Purpose Report
@simonmainwaring

45. @simonmainwaring

46. PROSPERITY IS NOT THE WEALTH OF A FEW
BUT THE WELL BEING OF MANY.
!
@simonmainwaring

47. PROSPERITY IS NOT THE WEALTH OF A FEW
BUT THE WELL BEING OF MANY.
Zynga gave 100% of the proceeds from the sale of virtual goods to charity - the World Food
Program - generating $1.5 in donations with Farmville users donating over $1 million.
@simonmainwaring

48. PROSPERITY IS NOT THE WEALTH OF A FEW
BUT THE WELL BEING OF MANY.
85% of consumers have a more positive image of a product or company
when it supports a cause they care about. 2010 Cone Cause Evolution Study
@simonmainwaring

49. PROSPERITY IS NOT THE WEALTH OF A FEW
BUT THE WELL BEING OF MANY.
Nearly six out of ten consumers (58%) are looking for brands to do more for them than
just provide them with a product or service. 2009 Edelman Good Purpose Report
@simonmainwaring

50. MEDIA AS A MOTOR OF CHANGE
• An interdependent global community needs an expanded definition of self-interest.
• The future of profit is purpose.
• Consumers want a better world, not just better widgets.
• Technology is teaching us to be human again.
• Brands must become architects of community.
• The evolution of revolution is contribution.
• (ROC) Return on contribution - HR, CSR, PR, IP
• Brands cannot succeed in societies that fail.
• Prosperity is not the wealth of a few, but the well being of many.
@simonmainwaring

51. THANK
YOU.
Twitter: @simonmainwaring
Blog: www.simonmainwaring.com
Site: www.mainwaringcreative.com