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Carol Cone wordt in de Amerikaanse vakpers afwisselend de ‘Godmother of social responsibility’ genoemd en ‘Leader of Corporate Goodness’. PR-Week betitelt haar als ‘the most powerful and visible figure in the world of Cause Branding’. Al meer dan een een kwart eeuw adviseert ze klanten over wat ze ‘Good Purpose’ noemt: duurzaamheid, mvo, csr en good citizenship. Sinds twee jaar verricht ze in opdracht van haar nieuwe werkgever Edelman grootschalig onderzoek - in zestien landen onder 8000 consumenten - naar het belang van sociale betrokkenheid van bedrijven en hun merken. Kortom als er iemand weet heeft van trends, ontwikkelingen en ons een blik kan bieden op de toekomst van communicatie en mvo is het Carol Cone.
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PURPOSE: PURPOSE: How to Become a How to Become a Leader in Corporate Leader in Corporate GoodnessGoodness
Carol L. ConeGlobal Practice Chair, Edelman Business + Social PurposeNovember 15, 2012November 15, 2012
Paul Polman
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“This is a great time for brands which can provide a beacon of trust for consumers. These days, CEOs don’t just get judged by how well their share prices are doing, but by what impact they are having on society.”
Paul PolmanCEO, Unilever
Many Names…
Cause Branding Corporate Citizenship Ideals Cause Marketing Goodness Triple Bottom CSR Cause Branding Corporate Citizenship Ideals Cause Marketing Goodness Triple Bottom CSR Cause Branding Corporate Citizenship Ideals Cause Marketing Goodness Triple Bottom CSR Cause Branding Corporate Citizenship Ideals Cause Marketing Goodness Triple Bottom CSR Cause Branding Corporate Citizenship Ideals Cause Marketing Goodness Triple Bottom CSR Cause Branding Corporate Citizenship Ideals Cause Marketing Goodness Triple Bottom CSR Cause Branding Corporate Citizenship Ideals Cause Marketing Goodness Triple Bottom CSR Cause Branding Corporate Citizenship Ideals Cause Marketing Goodness Triple Bottom CSR Cause Branding Corporate Citizenship Ideals Cause Marketing Goodness Triple Bottom CSR Cause Branding Corporate Citizenship Ideals Cause Marketing Goodness Triple Bottom CSR Cause Branding Corporate Citizenship Ideals Cause Marketing Goodness Triple Bottom CSR Cause Branding Corporate Citizenship Ideals Cause Marketing Goodness Triple Bottom CSR Cause Branding Corporate Citizenship Ideals Cause Marketing Goodness Triple Bottom CSR Cause Branding Corporate Citizenship Ideals Cause Marketing Goodness Triple Bottom CSR Cause Branding Corporate Citizenship Ideals Cause Marketing Goodness Triple Bottom CSR Cause Branding Corporate Citizenship Ideals Cause Marketing Goodness Triple Bottom CSR Cause Branding Corporate Citizenship Ideals Cause Marketing
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Purpose
Purpose is an organization’s reason for being beyond profits.
Why? Our Connected World
Consumer Expectations Talent
Social Issues GlobalizationEnvironment
TrustRadical
Transparency
hungry concerned vocal empowered
An Evolving “Consumer”
6
Societal Performance Builds Future Trust 7
From Operational to Societal
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Listens to customer needs and feedback
High quality products or services
Places customers ahead of profits
Takes actions to address issue or crisis
Treats employees well
Works to protect/ improve environment
Has ethical business practices
Has transparent and open business
Innovator of new products
Communicates frequently and honestly
Addresses society's needs
Positively impacts the local community
Ranks on a global list
Highly regarded, top leadership
Delivers consistent financial returns
Partners with third parties
16 Trust Building Attributes
Current Trustdriven by
operational attributes
SOCIETAL ATTRIBUTES MORE IMPORTANT to Building future trust
Societal Operationa
l
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The empowered customer is now in control…..
thus, Corporate Character is key as an organization's behavior is as much a part of the value equation as products and services
IBM CMO Survey 2012
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Ideals Drive Growth
It’s not If, but How:
Fifth Global Consumer Study 2012What consumers have to say…
StrategyOne surveyed 8,000 consumers across 16 countries, aged 18+
UK500UK
500
FRANCE500
FRANCE500
CANADA500
CANADA500
BRAZIL500
BRAZIL500
NETHERLANDS500
NETHERLANDS500
BELGIUM500
BELGIUM500
SINGAPORE500
SINGAPORE500
GERMANY500GERMANY500
ITALY500ITALY500
INDIA500INDIA500
CHINA500CHINA500
JAPAN500JAPAN500
UAE500UAE500
US500US
500
INDONESIA500INDONESIA500
MALAYSIA500MALAYSIA500
86% of global consumers still believe that business needs to place at least equal weight on society’s interests as on business’ interests.
Re:Purpose
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84% in the Netherlands
Business is performing well in addressing societal issues
Business is Struggling to Meet ExpectationsPerformance Gap in Addressing Societal Issues
Business should place at least equal weight on society's interests and business' interests
Profit + Purpose: The New Normal
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+33%
It is OK for brands to support good causes and make money at the same time
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+ 26%
Growth from 2010•Japan (100%)•China (79%)•Netherlands (43%)•Germany (36%)•India (43%)
Social Purpose as Purchase TriggerWhen quality and price are the same, Social Purpose most important factor
2010
2012
PROMOTE
SWITCH
2010
2012
34%
54%+ 20%
40%
62%
19
2010
2012RECOMMEND + 21%35%
56%
2010
2012TRUST + 20%39%
59%
+ 22%
Dutch Consumers Prefer Purpose
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‘At Least Monthly’ purchases of cause-supporting brands increased by 13% from 2010 - 2012
23%
24%
60% 68%
21%
47%
Dutch Purchase Frequency
Purpose in the Netherlands
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Purpose Ideas Build From…
Broader Mission Current Events Innovative Products/Services Brand/Company Scale Distinguishing Characteristic
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Broader Mission
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Pampers 1 Pack = 1 Vaccine
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IBM Smarter Planet
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Current Events
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Benetton Youth Unemployment
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Innovative Products & Services
Levi’s Waterless
GE Ecomagination
33
Using Scale for Good
Microsoft Youthspark
300 million youth in 3
years
Walmart Hunger Relief“Walmart’s Big Plan to Feed the Food Desserts of the U.S.”
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Distinguishing Characteristic
Dawn Detergent
Chipotle Cultivate
Chipotle
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Not IF, but HOW…
Customize for local executionCustomize for local execution
Work with NGOs, colleagues, competitorsWork with NGOs, colleagues, competitors
Build performance measures up frontBuild performance measures up front
Story, story, storyStory, story, story
Evolve programs to stay relevantEvolve programs to stay relevant
Employees, partners, consumersEmployees, partners, consumers
Start with depth, not scaleStart with depth, not scale
Powerful programs are leader ledPowerful programs are leader ledLEADLEADLEADLEAD
CONSTRUCTCONSTRUCTCONSTRUCTCONSTRUCT
CUSTOMIZECUSTOMIZECUSTOMIZECUSTOMIZE
COLLABORACOLLABORATETE
COLLABORACOLLABORATETE
MEASUREMEASURE
NARRATENARRATENARRATENARRATE
EVOLVEEVOLVEEVOLVEEVOLVE
ENGAGEENGAGE
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“P&G’s Purpose—to touch and improve lives, now and for generations to come—inspires everything we do. It guides our strategic choices, leads to bigger and better innovation, drives brilliant execution and compels us to make a difference.”
Bob McDonald, CEO
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P&G for Moms
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Actions Taken in Relation to a CompanyThat Actively Supports a Good Cause
2012
2010
Global
Global
62%41%
75%62%
39%
55%37%
58%42%
27%
45%21%
17%
43%30%
26%
