Marketing for good: The what and how, and why brands must do it

Marketing For Good: The What and How, and Why Brands Must Do It.05.09.16.

Guy Gouldavis

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Traditional approach

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Modern approach

Corporations’ two-pocket model

CAUSE MARKETING; THE ECONOMICS OF DOING GOOD

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fairly/very important a company gives back to society

not just makes a profit.

are willing to pay extra for sustainable offerings

(50% in 2014)

would switch brands to one associated with a

cause (vs. 85% U.S. av.)

volunteer for a cause supported by a company

they trust (vs. 56% U.S av.)

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75% 73%

74%91%

NOT BEING SOCIALLY RESPONSIBLE? NOT REALLY A CHOICE!

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“The future of marketing is philanthropy, because young people buy meaning.”

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Consumer cultureMeaning/values based choicesRise of brand MEAlmost all experience is social

Brand CultureCo-create with fans/followersRising social influenceLeadership fuels popularityActing with purpose

CSR: PROPELLED BY TWO FORCES

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Product centricPromoted moisturization (skin care)Transaction based

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SOCIAL CAUSES: CHARACTERISTICS

#icebucketchallenge

Purpose

Participation

Power

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A STIRRING OF CULTURAL DISCONTENT: UNHEALTHY BEAUTY ASPIRATIONS HAVE TRAGIC OUTCOMES

:: 82004 Global Beauty Study. 10 counties, 3 continents, 3200 respondents

2%

75%

65% think their weight is "too high"

of women describe themselves as “beautiful”

rate their beauty as "average"

RESEARCHING THE ISSUE: GLOBAL BEAUTY STUDY 2004

:: 92004 Global Beauty Study. 10 counties, 3 continents, 3200 respondents

90%

67%

65% say media/advertising must do better representing realistic beauty

want to change at least one thing about themselves

withdraw from life when feeling badly about their looks

RESEARCHING THE ISSUE: GLOBAL BEAUTY STUDY 2004

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Beauty is narrowly defined and excludes most women

The beauty industry defines what is beautiful

Unrealistic, unattainable forms

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You can’t take away ‘trophy moments’ without giving back something better

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Beauty comes in many forms: it is rich in its diversity.

A woman understands her beauty better than a brand.

A woman is not born one, she becomes one.

PURPOSE MUST BE ANCHORED: UNIVERSAL BEAUTY TRUTHS

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CULTURAL CONVENTION


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To widen the definition of beauty, to include more women

To be realistic AND aspirational

For women to define beauty for themselves

OPPORTUNITY



CULTURAL CONVENTION


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Widen the definition of beautyMission

Strategy Promote the diversity of beautyCelebrate that beauty comes in all colors, shapes, sizes, and ages and can be genuinely stunning when given the right care.

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2004

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2005

LAUNCHING THE CAUSE: CAMPAIGN FOR REAL BEAUTY

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2005

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2005

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UNITY THROUGH ATTACK

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Promoting what Dove stood against affirmed what they stood for

Onslaught

2006 & 2007

Evolution

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2008

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THEY CONTINUED ADVOCACY OF A NEW BEAUTY POSSIBILITY

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#Wearebeautiful (Mothers Day)

2013

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THEY CONTINUED ADVOCACY OF A NEW BEAUTY POSSIBILITY

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#Wearebeautiful (Mothers Day)

2014

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ProductPromotionPurchase

PurposeParticipation(em) Power

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23% 65%Feel they’re responsible for influencing their own definition of beauty:

2004 2014

PROGRESS: HOW FAR HAVE WE COME?

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Leverage the two sides of a cause: what you stand for and against - Leveraging the ‘enemy’ is useful if done constructively

Inspire action, not just agreement

Be clear about your commitment- Whether platform or campaign it should fit the brand

LEVERAGING A CAUSE FOR BRAND MARKETING: HOW TO USE IT TO DO GOOD

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#Ice Bucket Challenge

PlatformCampaign

Brand fit

Commitment

LOW

HIGH

Activation

COMMITMENT WITH BRAND FIT IS KEY