Embed Size (px)
Citation preview
2 converging drivers to marketing disruption
MILLENNIALS TECHNOLOGY
Technology, media fragmentation has changed the game for marketers
The balance of power has changed
BRANDS
60s/70s/80s
RETAILER
90s to 00s
CONSUMER
Current
Technology has unleashed theage of consumer empowerment
Enabled people to shop, share and choose brands completely differently
It’s no longer about who shouts loudest; but about what brands give their customers to value & share.
And more importantly, why they are doing it.
Which meansmarketers have to think differently
Millennials: Ripping up the rulebook
How they value the time they have on this
planet & what they want to do with it is very
different
The generation born between 1980-2000
The oldest millennial
today is late 30s and has a young family!
Much is said about MillennialsDigital Natives Highly social
See limitless opportunitiesAmbitious & adventurous
Self-absorbed, narcissistic Citizens not consumers
No loyalty Highly loyal when values aligned
Demanding & entitled Seek balance
One word keeps coming up consistently
Millennials favour brands that empower them, especially their sense of purpose
Research is making a strong case for brands to support good causes
Millennials expect more from business
Deloitte Millennial Survey 2017
59% of Millennials believe businesses are too fixated on their own agendas and
not focused enough on helping to improve society.
59%
Not Just MillennialsSociety increasingly looking towards business to solve our problems
*The Consumer Study. From Marketing to Mattering
But perception is that businessis currently failing to deliver
*The Consumer Study. From Marketing to Mattering
Meanwhile brands are losing relevance
⌃Havas Meaningful Brands Global Report
But there is a clear upside and a powerful opportunity for brands to seize
Brands that support social & environmental issues will be rewarded with trust & loyalty
2015 Cone Communications/Ebiquity Global CSR Study
‘Cause’ drives high intent to purchase
2015 Cone/Echo Global CSR Opportunity Study
93% of consumers will buy a product associated with a
cause
93%
AND is a powerful driver of brand switching
#Cone Communications Ebiquity Global CSR Study
Australia following the global trend
69%of Australians think it’s OK for brands to support good causes and make money
at the same time.
58% will switch brands if a
different brand of similar quality supported a good
cause
68% are more likely to
purchase a product knowing that a portion of the money would go to a
good cause
Edelman Good Purpose Study
Consumers Advocate for Purpose
Edelman Good Purpose Study
Consumers want to partner with brands
71% believe brands and consumers could do more to support good causes by working together
63% want brands to make it easier for them to make a positive difference
Edelman Good Purpose Study
Consumers say they care,but do their actions follow?
Nielsen Global CSR Study 2014
The Bottom Line: Meaningfulness produces real results
Meaningful brands..Deliver 100% more KPI
outcomesGain 46% more share of
walletOutperform the
stockmarket by 133%
Havas Meaningful Brands Index
Brands that do goodgrow faster than other brands
33% of people choose to buy from brands they believe are doing social
or environmental good
Unilever’s Sustainable Living brands accounted for nearly half the company’s
growth in 2015 and collectivelyGREW 30% FASTERthan the rest of the business
GROWTH33%
Unilever Consumer Study
Against this backdrop, Marketing & CSR coming together to build social and brand value
Brands are now marketing themselves as active contributors to Society
They are facilitating consumer contribution
Even acting as activists for causes
And empowering people towards a more purposeful existence
Cause Marketing Case Studiesfrom around the world
Shake Shack’s Great American Shake Sale for No Kid Hungry
Shake Shack’s Great American Shake Sale for No Kid Hungry
Funds raised:2012: $136k 2013: $285k (+110%)2014: $338k (+18%)2015: $504k (+49%)2016: $597k (+18%)
Redemption rate 44%Average additional spend: +
$8 per guest+4% increase in foot traffic
vs previous month
BUSINESS RESULTS (2013):SOCIAL RESULTS:
Still going strong & now rolling out globally
Pampers cares for babies’ happy healthy development
Pampers 1 Pack = 1 Vaccine
September 11, 2007
Packaging
Pampers.com
Mailers
In-Store
PR
TV 30” & 60”
1 pack = 1 vaccine
Pampers 1 Pack = 1 Vaccine
We believe the brands that will dominate the future will be those
that choose to stand for something
ssWe help
brands get on the path to purpose
FOR MORE GLOBAL & AUSTRALIAN LOCAL CASE STUDIES, OR TO FIND OUT MORE ABOUT OUR PATH TO PURPOSE METHODOLOGY
w: sundaylunch.com.au e: [email protected] p: +61 2 8007 6471
If you’d like to know more
GET IN TOUCH
