Lynda Costa

Shared value creation:

non-profit and for profit

Identifying a new consumer cohort – turning a concept into a business strategy

Hispanic

African American

39

47

50 PWD

+ Friends/family 100

Population in Millions

PWDA + Caregivers represent HALF of the US Population

The only larger cohort is Women!

1.1B 50mm

>$4.1T >$1T

>$750B $220B

2.0B 84mm

>$8.1T $2.4T

Source: US Census, US Department of Labor, Statistics Canada, European Central Bank, IPS

*PWD = people with different abilities

A new consumer cohort: Working with retail partners, Bottlers, and NGOs

Championing the cause Inclusive advertising Competitive advantage

More children will

be diagnosed with

autism this year

than with AIDS,

diabetes & cancer

combined

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Creating Shared Value

A Business-Nonprofit Model for Collaboration

Supporting Autism Inclusive sculpture gardens

Accessible Technology Marketplace Packaging innovation

First of its kind spotter program

Circle

two

Circle

one

Performance with

Purpose

Puppies with

Purpose

Bringing volunteerism into the workplace

• A new best practice

• Joint marketing, messaging, advocacy, and shared growth

• The next wave of innovation and productivity growth in a global economy

• It’s not about short term financial win, rather it is about long term sustained success

Shared resources between profit and non-profit: delivering innovation and mutually beneficial programs

“I strongly suggest this program to anyone; it’s going to give back to you more than you could ever give it!” Joan Hanley P3 Socializer

“I love that this program does good in the community and also brings happiness to our

workplace”. London Nielsen

Program Ambassador

Volunteerism into the workplace Building tools

6

EnAble champions inclusion for people with different abilities and their caregivers

Who is a member – someone that was born with a difference or

experiences a life-changing condition later in life

– a caregiver

Caregivers are important stakeholders; Some examples are associates that have:

– a child with special needs

– a nephew with autism

– an uncle with multiple sclerosis

– a father with Alzheimer’s

– a brother with diabetes

– a mother with cancer

– a friend with cerebral palsy

Leading 800+ employees on various volunteer initiatives and strategies

2006 2011

5 members

810 members

Start-up kits

62 new chapters in 2011!

7

Accessibility Policy

More than 29 devices available

It is estimated that 70% of the work force will be beneficiaries of Accessible Technology

Enlargement Screens

Key Board

Enhancement

Text to Speech

Visual Organizers

Dyslexia

• Assist People with Different Abilities currently working in the office

• Attract and acquire new talent

• Support accessibility needs of the aging population

Policy setting: Accessible Technology is a critical part of talent sustainability and talent acquisition

Building relationships: NFL and NAD

• Partnering with NFL and National Association of the Deaf

• Shared advocacy

8

We wanted to thank you and PepsiCo for all that you are doing on behalf of the deaf and hard of hearing community. Your efforts and support made it possible for Miss Deaf America, representing the National Association for the Deaf (NAD), to be doing the American Sign Language (ASL) rendition of the National Anthem and America the Beautiful at the upcoming Super Bowl. PepsiCo's support made it possible for the NAD to expand the selection process to find the most appropriate signer. This is a historic first. Thank you for making it happen. PepsiCo's assistance in this situation will help elevate and showcase the beauty of ASL to the world, and promote the value of diversity in our society. We are grateful that PepsiCo has taken the lead in promoting the importance of inclusion. Together, we can continue to refine the true meaning of equality. We cannot thank you enough for being our partner and supporting the deaf and hard of hearing community of America. Sincerely, Howard Rosenblum, CEO, National Association for the Deaf Alexis Kashar, Public Policy chair, National Association for the Deaf

Talent Acquisition Empowered by EnAble

Huge impact for our employees as well as Cory – some employee quotes

• “having Cory around makes me want to be the best father I can be to my children and makes me appreciate my family everyday; I take this special feeling home every night”

• “sometimes things get really crazy here; I am so thankful that I am part of EnAble because it really makes a difference for me - - and so glad you asked me to help out with Cory; it has changed my life forever”

• “I actually look forward to coming in and seeing Cory; he adds something that I cannot explain. This has been an amazing experience for me just as I'm sure we are helping him”

• “he is now better equipped with more emotional support and proof that he can have a normal career when he gets older - it can exist - especially with technology. Our employees were amazing - nothing short of perfect. Another demonstration of the power of Pepsi people - it made me proud”

• “my job has been so busy lately I have not had as much time for Enable and I really miss it; I think it is the best thing at Pepsi”

Connecting employees with similar situations

EnAble Connect …

Allows any PepsiCo associate with a different ability

or who is a caregiver for a person with a different

ability to connect, share knowledge and personal

experiences with peers across the company

Promoting Talent Sustainability …

• Promotes “bring your whole self to work”

• Creates Balance as employees bring outside

passions into the workplace

• Promotes different abilities as part of

PepsiCo's culture

• Provides support for caregivers

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EnAble is impacting employees in ways we never imagined

• “I am so thankful to PepsiCo for allowing me to integrate my personal life into my day job”

• “Before the EnAble group was implemented, I felt like I was the only person in my situation. EnAble gives me the opportunity to partner with other employees that have the same common interest”

• “Extremely proud to work for this organization”

• “Thank you for the leadership. Last week marked the first time that I spoke publicly about our family issue. BTW my boy counted to 10 tonight, what pure joy.”

• “This is the most rewarding thing I have ever done at PepsiCo”

Acknowledgement from associates and the community

• “I want to thank you personally for all of your impact on me. You are an inspirational leader with the highest expectations of excellence for yourself and others. And you have been a friend who has shown understanding, acceptance, and patience. I am spending the weekend with my daughter, and as I think about the woman she becomes, I hope she has many of your traits to impact others like you have me”

• “Lynda – you epitomize what it means to be a class-act and are a role model for me as a person”

• “You are what makes Pepsi a wonderful, positive, special place to work”

• “I am very grateful that I was able to get to know you throughout our shared experience with the Guiding Eyes partnership. You have really done AMAZING things for both organizations; I sincerely admire and respect not only what you do, but how you do it”

• “I want to thank you for your leadership and friendship. Your work has done so much to change PepsiCo and the community at large, it’s been just incredible to see what you’ve accomplished”

• “You’re an amazing person with a heart of gold. You helped me open doors that give me the opportunity to share my passions with the PepsiCo family. For all you have done, I want to Thank you from the Bottom of my heart”

• “I'm so grateful for everything you have done and continue to do for me. I can't begin to describe how amazing these past few summers have been and I know a large part of that is a result of your efforts, Cory”

• “I want to commend you on the incredible work that did w/ EnAble. You were the driving force behind the group's success and efforts to connect w/ community organizations working to improve the lives of people with different abilities.”

• “While our friendship may have started at PepsiCo, you have become a trusted friend and advisor to me personally. Your dedication to the deaf and hard of hearing community really speaks volumes about who you are”

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