Conscience Capitalism 2015 Speech

Conscious Capitalism 2015 Simon Mainwaring Founder, We First April 9, 2015

©2015 We First Inc. 1

The 75-minute hotseat.


3 ©2015 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. ©2015 We First Inc. 4

Culture has changed…

– Climate change – Wealth inequality – Water scarcity – Over-population – Healthcare costs

–  Environmental 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


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


The power of purposeful storytelling. ©2015 We First Inc. 7

©2015 We First Inc.

The digital disruption of marketing.

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Drones.


Connected TVs. Connected Cars. Wearables.

Internet of Everything.

Data deluge.


Global smartphone sales.


Social media users & ad spend.


Social commerce.


Consumers as content producers.


Business vs. Technology.


“Information technology expands exponentially. Non-information technology expands linearly.”

RAY KURZWEIL, AUTHOR/ DIR. OF ENGINEERING, GOOGLE

“Disruption is moving exponentially while companies are innovating arithmetically.”

JAY SAMIT, AUTHOR, ‘DISRUPT YOURSELF’

Story vs. Data.

Story drives data.


Data defines impact.

VS


1. The business case for purposeful storytelling.

Social storytelling.

How well you tell your story determines how well consumers share your story.


Story transcends technology.

You must define a story worth telling to be a brand worth sharing.

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Edelman, 2015 ‘Trust Barometer Report’ ©2015 We First Inc. 19

Building brand trust.

Value-add: Purpose inspires all stakeholders.

Data: Purpose engages all

stakeholders in growth.

2015 Deloitte ‘Core Beliefs & Culture Survey’ ©2015 We First

Inc. 20

Consumer preferences.

Nielsen, 2014 ‘Doing Well By Doing Good Report’


Sustainability spending.


Consumer mindset shift.


How purpose drives profit.

Purpose defines the values of a company.

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Relationships determine the productivity, profit, and impact of the brand.

Values define how stakeholders relate to each other.


1. Own a fundamental human property.

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Unilever.

airbnb.

Starbucks.

Chipotle.

IBM.

Subaru.


2. Declare your mission and values.


In today’s social business marketplace, brands no longer show our separation or differentiation,

but our connectedness to values.


3. Be specific - sustainability.


Simplicity is compressed complexity.


B2C company/product brand alignment.


B2B company/product brand alignment.


M&S internal purpose pillars.


Unilever internal purpose pillars.


A company promise is a way of being internally.

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And externally.


KEY TAKEAWAY The future of profit is purpose.


KEY QUESTION What fundamental human property does your brand own?


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2. Community architecture.


Consumers driving story.

The first decision of a consumer is do they want to be part of your story.


To inspire participation, the consumer must be the hero of your story.

That story isn’t static but must evolve and mature.

1. Consumers build brands.


2. Encourage co-authorship/co-creation.


3. Celebrate consumers.


Celebratory storytelling.

BRAND


BRAND

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Self-directed storytelling.


Story arc.


Engagement tactics.


Engagement upgrades.


Self-sustaining community.


UNILEVER – Messaging Hierarchy.

Evolve your story.


Elite vs. Everyday athletes.


KEY TAKEAWAY A brand must be the chief celebrant, not celebrity, of its

consumer community.


KEY QUESTION What consumer benefit will your brand celebrate?


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3. Cultural leadership.


People rise to the conversation you grow around them.


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Sustainable Mass Transportation.


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Anti-discrimination

CULTURAL CONVERSATION 2


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Starbucks – Shared Planet – Leadership.


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Mission-Led Culture, Marketing & Sales.


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Brands as Values Advocates - Indiana


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Marketing as Social Experiments - Dove

The goal is to transcend your products, service, and category to positively shape culture.

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Are we consuming too much?


Can we help more people?


Can we treat the planet better?

CVS Health launches national quit smoking platform and campaign.

Intel CEO challenges entire industry to become ‘conflict mineral free.’


The evolution of revolution is contribution.

KEY TAKEAWAY Be a mission with a company, not a company with a mission.


KEY QUESTION What cultural conversation will your brand lead?



Stories write our future.


Thank You!


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