consumer attitudes and motivation around purpose-driven business
Post on 18-Jan-2017
62 Views
Preview:
TRANSCRIPT
Consumer)Attitudes)and)Motivation)around)Purpose3driven)Business
Carol&Cone,&On&Purpose&@carolconeWendy&Salomon,&Nielsen&@WendySalomon1Sebastian&Buck,&Enso&@sebastianbuckGrant&Garrison,&Goodcorps @goodcorpsRobert&Brown,&JUST&Capital&@justcapital_
Be#sure#to#engage#in#the#app:#sb16app.com
1))Check)into)the)session)by)selecting)session) from)the)program)and)selecting)'check)in'
2))Pose)and)'up3vote') questions) to)be)posed)during)Q&A:)In)session) description,) select)'submit)a)question'
A"PRAGMATIC"LOOK"AT"THE"ROLE"OF"CSR IN"PROTECTING"&"GROWING"CORPORATE"
REPUTATION
Copyright"©2012"The"Nielsen"Com
pany."Confidential"
and"proprietary.
2
THE"COMINGJOFJAGE"OF"CORPORATE"SOCIAL"RESPONSIBILITY,"TRANSITIONING"TO"BOLDER"STORYTELLING"AND"IMPACTS""
J The"case"is"made.J Portfolios"of"programs,"
campaigns"and"partnerships"are"in"place.
J CSR"has"moved"out"of"its"silo,"earns"a"place"on"cJsuite"scorecards.
J And," it"feels"right"to"do" the"right"thing.
Impacts"On:
Reputation"&"Business"
EnvironmentThe World
Copyright"©2015"The"Nielsen"Company."Confidential"and"proprietary.
3
BUSINESS"ENVIRONMENT"IMPACT:"HOW"ARE"CSR EFFORTS"IMPACTING"OUR"REPUTATION?
GOVERNMENT REGULATORS
BUSINESSPARTNERS
MEDIA
NGOs"/"ADVOCACY"GROUPSFINANCIAL"
COMMUNITY
EMPLOYEES
CONSUMERS
OPINION"ELITES
SUPPLIERSFUTURE"TALENT
LICENSE'TO'OPERATE
Copyright"©
2015"The"Nielsen"Company."Confidential"and"proprietary.
4
48% 42% 38% 35%27%
54% 50%
28% 35% 38%29%
42% 41%30% 34%
26%
U.S.
Canada
Korea
Japan
Australia
Netherlands
Germany
U.K.
France
Italy
Spain
Mexico
Brazil
China
India
Russia
ESTABLISHED*MARKETS EMERGING*MARKETS
REPUTATION"CAN"SUPPORT"BUSINESS"GOALS,"OR"NOT
Source:Nielsen’s*Global*Reputation*Study*Among*Opinion*Elites
%*DECIDED*NOT*TO*DO*BUSINESS*WITH*A*COMPANY*IN*THE*PAST*YEAR*BECAUSE*OF*SOMETHING*THEY*LEARNED*ABOUT*HOW*THE*COMPANY*CONDUCTS*ITSELF
Copyright"©
2015"The"Nielsen"Company."Confidential"and"proprietary.
5
CONSUMERS
CSR’S"IMPACT"ON"OVERALL"REPUTATION"EQUITY/RISK"VARIES"DRAMATICALLY"BY"STAKEHOLDER
VISION/*LEADERSHIP
FINANCIAL*PERFORMANCE
WORKPLACE*ENVIRONMENT
SOCIAL*RESPONSIBILITY
PRODUCTS*&*SERVICES
ETHICS* &*TRUST
POLICY*MAKERS FUTURE*HIRES INVESTORS
MEDIA
COMMON*REPUTATION*DIMENSIONS
COMMON*PATTERNS:**WEIGHT*OF*EACH*DIMENSION*IN*DRIVING*REPUTATION
Copyright"©
2015"The"Nielsen"Company."Confidential"and"proprietary.
6
Is*a*well*run*and*managed* company
Benefits* communities*where*it*operates
Offers* high*quality* products* and*services
Is*transparent* in*its*operations/practices
PATH"TO"STRONG"REPUTATION"DIFFERS"AROUND"THE"WORLD,"AS"DOES"HOW"CSR"BEST"BROUGHT"TO"LIFE"
ESTABLISHED*MARKETS
EMERGING*MARKETS
Is*a*well*run*and*managed*company
Is*a* company* I*trust
Has* a*strong/effective* senior*leadershipIs*a* company* I*admire*and* respect
Helps*stimulate* the*economy*
Is*a* stable*and* financially* secure*company
Is*a* company* I*trust
Has* a*strong/effective* senior*leadership
Plays* a* valuable* social*role
Is*transparent* in*its*operations/practices
Operates*with* high*ethical*standardsSECO
NDA
RYTO
PPR
IMAR
YCOMMON*REPUTATION*DRIVERS*
Copyright"©
2015"The"Nielsen"Company."Confidential"and"proprietary.
7
67%
63%
57%
57%
55%
41%
33%
37%
43%
43%
45%
59%
China
India
United"States
Brazil
U.K.
Germany
52%
DOING"WHAT’S" RIGHT PUBLICITY
MORE"BOLDLY"TELLING YOUR"CSR STORY:"A"SMART"BUT"NUANCED"CHALLENGE
Believe"companies" today"“have"senior"executive"leaders"that"are"truly"committed"
to"social"responsibility”
GENERAL*PUBLIC
CORPORATE*EXECUTIVES
31% 60%
COMPANIES*ARE*MOTIVATED*BY:
Copyright"©
2012"The"Nielsen"Company."Confidential"and"proprietary.
8
To"Continue" the"Conversation:Wendy"Salomon
646.831.6775"/"wendy.salomon@nielsen.com
1 © 2016, JUST CAPITAL. ALL RIGHTS RESERVED.
justcapital.comfacebook.com/justcapitalfoundationtwitter.com/justcapital_
Sustainable Brands ConferenceNovember 8, 2016
2 © 2016, JUST CAPITAL. ALL RIGHTS RESERVED.
CAPITALISM IS ALL ABOUT PROFIT, RIGHT?
Thereisoneandonlyonesocialresponsibilityofbusiness– touseitsresourcesandengageinactivities designedtoincreaseitsprofitssolongasitstayswithintherulesofthegame,whichistosay,engagesinopenandfreecompetitionwithoutdeceptionorfraud
Milton Friedman
3 © 2016, JUST CAPITAL. ALL RIGHTS RESERVED.
CAPITALISM IS ALL ABOUT PROFIT, RIGHT?
Thereisoneandonly onesocial responsibility ofbusiness – touseitsresourcesandengage inactivities designed toincreaseitsprofitssolong asitstayswithintherulesofthegame,whichis tosay, engages inopenandfreecompetitionwithoutdeceptionorfraud
Milton Friedman
Theworstcrimeagainstworkingpeopleisacompanywhichfailstooperateataprofit
SamuelGompers
4 © 2016, JUST CAPITAL. ALL RIGHTS RESERVED.
A NARROW FOCUS ON PROFIT LEADS TO UNFAVORABLE OUTCOMES
Justice,onthecontrary,isthemainpillarthatupholdsthewholeedifice.Ifitisremoved,thegreat,theimmensefabricofhumansociety,thatfabricwhichtoraiseandsupportseemsinthisworld,ifImaysayso,tohavebeenthepeculiaranddarlingcareofNature,mustinamomentcrumbleintoatoms.
AdamSmithTheTheory ofMoralSentiments
5 © 2016, JUST CAPITAL. ALL RIGHTS RESERVED.
42
52
62
74
74
61
Very Liberal
Liberal
Moderate
Conservative
Very Conservative
None of the Above
54
51
57
67
71
75
18-24
25-34
35-44
45-54
55-64
65+
11%
52%
24%
6%7%
Completely Agree Generally AgreeGenerally Disagree Completely DisagreeDon't Know
”Agree” in all instances refers to combined results of “Completely Agree” and “Generally Agree”
AMERICANS AGREE: WHAT’S GOOD FOR BUSINESS IS GOOD FOR AMERICA
6 © 2016, JUST CAPITAL. ALL RIGHTS RESERVED.
54
61
55
58
54
58
51
47
Less than $25,000
$25,000 to $34,999
$35,000 to $49,999
$50,000 to $74,999
$75,000 to $99,999
$100,000 to $149,999
$150,000 to $199,999
$200,000+
5%
18%
17%
25%
31%
4%
Much More Just Somewhat More Just
Neither More Just Nor Less Just Somewhat Less Just
Much Less Just Don't Know
48
56
54
54
61
61
18-24
25-34
35-44
45-54
55-64
65+
YET, AMERICAN BUSINESSES HAVE BECOME LESS JUST
7 © 2016, JUST CAPITAL. ALL RIGHTS RESERVED.
MEASURING JUST CORPORATE BEHAVIOR IS IMPORTANT
68%
28%
3% 1%
Very Important Somewhat Important
Not Too Important Not At All Important
98
99
98
96
90
90
Very Liberal
Liberal
Moderate
Conservative
Very Conservative
None of the Above
8 © 2016, JUST CAPITAL. ALL RIGHTS RESERVED.
MOST AMERICANS SAY THEY WOULD ACT ON INFORMATION
41%
43%
9%
4% 3%
Very Likely
Somewhat Likely
Not Very Likely
Not At All Likely
Don't Know
PurchasingDecisions
56%32%
6%3% 3%
Very Likely
Somewhat Likely
Not Very Likely
Not At All Likely
Don't Know
Job Seeking
53%31%
7%
4% 4%
Very Likely
Somewhat Likely
Not Very Likely
Not At All Likely
Don't Know
Investing
9 © 2016, JUST CAPITAL. ALL RIGHTS RESERVED.
JUST CAPITAL’S MISSION
To address the root causes of today’s social, economic and
environmental inequalities and challenges, the full resources of the
$15 trillion private sector must be deployed. This requires:
• Finding a common definition of JUST corporate behavior
• Defining clear guidance on issues companies should prioritize
• Identifying credible information and tools to help market participants take action and measure progress
• Market signals which are strong enough to incentivize and reward JUST companies
JUST CAPITAL
Employees
Consumers
CommunitiesCorporations
Shareholders
10 © 2016, JUST CAPITAL. ALL RIGHTS RESERVED.
WHAT WE DO
Listento the Public
• Which issues are most important to Americans?
We conduct focusgroups and large-scale surveys to assess Americans’ definition of JUST business behavior. Our work is unbiased andbalanced to the US census.
DetermineHow & what to
measure
•How do we fairly measure companies?
Based on the American public’s views, we define metrics which measure the key components of JUST corporate behavior.
Gatherdata
• What companydata do we need?
We identify, collect, and create models to estimate data tomap to the metrics.
Rankcompanies
• Which companies are most JUST?
We us that data to measure the performance of the 900 largest publicly traded corporations in America.
Fosterchange
• How can data enable change?
We’re creating abusiness intelligence platform which enables employees, consumers, leaders and the general public to make choices towards more JUST companies over time.
11 © 2016, JUST CAPITAL. ALL RIGHTS RESERVED.
According to JUST Capital’s 2015 and
2016 surveys, the issues most frequently
important to the American public’s
perceptions of just behavior related to:
Employees
Leaders
Customers
Community
The Planet
Investors
Leadership & Ethics 17.2%
Environmental Impact 5.0%
Worker Pay & Benefits 25.5%
Product Attributes 5.6%
Customer Treatment 7.4%
Domestic Job Creation 5.6%
Worker Treatment 24.0%
Supply Chain Impact 4.1%Investor Alignment 3.9%Community Well-Being 1.7%
RESULTS OF OUR SURVEY: DRIVERS OF JUSTNESS
12 © 2016, JUST CAPITAL. ALL RIGHTS RESERVED.
MEASURING JUSTNESS: OUR RANKING MODEL
WorkerPay&Benefits 25.5% Worker
Treatment 24.0% Leadership&Ethics17.2%
CustomerTreatment 7.4% ProductAttributes 5.6% Domestic
JobCreation 5.6% Environ-mentalImpact
5.0% SupplyChainImpact 4.1% InvestorAlignment 3.9% CommunityWell-Being 1.7%
PaysaFairWage 7.7%
DNDiscr Hire/Fire/Promo
6.7% FollowsLaws&Regulations
6.1% DoesNotDiscrCustTreatment
2.2% MakesQualityProducts
3.1% CreatesJobsinUS 5.6% HasEnvResponsibleMgt
1.8% NoSuppwAbusiveConditions
1.9% TransparentAccurateFinlReport
2.3% StrongRelationshipwComm
1.3%
PaysaLivingWage 5.5%
ProvidesSafeWorkplace
6.3% HasLeaderswithIntegrity
4.8% ProtectsCustomerPrivacy
2.1% MakesProdBeneficialtoEnvHealth
2.6% MinimizesPollution 1.7%
NoBzwRepressiveGovts
1.2% ProfitableLongTerm 1.0% ContributesCharitableCauses
0.4%
DoesNotDiscriminateinPay
4.1% RespectsWorkers 5.9%
IsTruthfulinAdv&Labeling
3.2% MaintainsStrongRelwCust
1.6% UsesResourcesEfficiently
1.5% NoConttoConflictAbroad
1.0% ProvidesInvestorReturn
0.6%
PaysWorkers/CEOFairly 3.1%
HandlesGrievancesFairly
2.1% PaysFairShareofTaxes
2.7% ProvidesPairPrice&SalesTerms
1.5%
SponsorsHealthInsurance
2.5% ProvidesEducation&Training
1.6% MinimizesPoliticalSpending
0.5%
PrepsforRetirement 1.4%
PromotesWork-LifeBalance
1.4%
ProvidesPaidTimeOff 1.2%
13 © 2016, JUST CAPITAL. ALL RIGHTS RESERVED.
OUR BELIEFS
We believe in capitalism. And we believe in justness. We believe that fusing the two together creates a whole far greater than the sum of its parts -- fair and balanced markets with the power to drive growth, innovation and progress for all. We believe the American people know what is best for themselves, their families and their communities. We believe in listening to them. We believe companies can and should be measured by issues that are more durable than short-term profits. We believe they want this too.
We stand for putting justness on par with profits. We stand for fairness, for balance and access to opportunity. We stand for transparency. We stand for an economy that reflects the values of all citizens, and acts as a bastion of their rights and privileges. We stand for humanity and giving people a voice.
We are citizens. We are workers and executives. We are consumers and investors. We are the choices we make.
Together, we are the invisible hand.
We are
14 © 2016, JUST CAPITAL. ALL RIGHTS RESERVED.
Thank you.
justcapital.comfacebook.com/justcapitalfoundation twitter.com/justcapital_
enso.co / worldvalue#worldvalue
Creating World Valueenso
enso.co / worldvalue#worldvalue
People are more powerful than ever.
Geolocated links between Wikipedia articles / Oliver Beauchesne
enso.co / worldvalue#worldvalue
Scaling Business + Impact
Brand→ people
Traditional
People → people (empowered by brand)
Future
enso.co / worldvalue#worldvalue
enso.co / worldvalue#worldvalue
Methodology
enso.co / worldvalue#worldvalue
Combined these results to determine the Brand World Value Index.
Methodology
Fielded by Quadrant Strategies; 3 waves of 1,000 each; 3,000 total. Rated 149 brands.
NOTE:“Never heard of brand” respondents do not rate brands on other metrics.Alignment, Support and Purchase are all “net” scores that subtract out respondents that rate the brand bottom box on that metric.
enso.co / worldvalue#worldvalue
UPSHome DepotCoca-ColaMicrosoftYMCASave The ChildrenColgateFedExSubwayCVS PharmacyLowe’sWorld Wildlife FundSamsungNewman’s OwnTargetAppleFacebookBen & Jerry’sDoritosNestleLAY’SWikipediaSonyMcDonald’sGeneral ElectricWhole FoodsLiptonYoplaitTrader Joe’sWalmart
LEGOYahooEbayCanonProcter & GambleNIKEPetfinderKrogerVerizonTOMSPepsiPaneraSunChipsFordHewlett-PackardMasterCardNBCAT&TSeventh GenerationChevroletIntelSouthwest AirlinesKINDStarbucksIKEAThe North FaceL’OréalLevi StraussPandoraAnnie’s Homegrown
AdidasEtsyChobaniToyotaHondaState FarmAllstateChase BankHonest CompanyAmerican AirlinesESPNFitbitNPRAlwaysREIClif BarPatagoniaPampersIBMChipotleBarbieT-MobileTwitterGeicoOracleCaterpillarTime WarnerUnited AirlinesDelta Air LinesKickstarter
GoodwillAmazonGoogleKellogg’sPayPalDisneyGirl Scouts of AmericaKraftJohnson & JohnsonDove
123456789
10
111213141516171819202122232425262728293031323334353637383940
414243444546474849505152535455565758596061626364656667686970
7172737475767778798081828384858687888990919293949596979899
100
101102103104105106107108109110111112113114115116117118119120121122123124125126127128129130
MediumThomson ReutersZapposLinkedInAxeUniqloTeslaSpotifyLyftComcastPfizerAmerican ExpressMethodSolarCityVenmoUnileverH&MLockheed MartinEileen FisherExxonMobilBoeingVirginBudweiserKhan Academy(RED)Wells FargoCiscoBank of AmericaChevronUber
131132133134135136137138139140141142143144145146147148149
BMWRalph LaurenCitiOne CampaignCoorsMorgan StanleyVolkswagenVICESnapchatHeinekenAudiAirbnbSalesforce.comMiller LiteLululemonGoldman SachsRed BullMonsantoMarlboro
2016 Brand World Value Index
enso.co / worldvalue#worldvalue
Lowe’sWorld Wildlife FundSamsungNewman’s OwnTargetAppleFacebookBen & Jerry’sDoritosNestle
LAY’SWikipediaSonyMcDonald’sGeneral ElectricWhole FoodsLiptonYoplaitTrader Joe’sWalmart
GoodwillAmazonGoogleKellogg’sPayPalDisneyGirl Scouts of AmericaKraftJohnson & JohnsonDove
UPSHome DepotCoca-ColaMicrosoftYMCASave The ChildrenColgateFedExSubwayCVS Pharmacy
123456789
10
11121314151617181920
21222324252627282930
31323334353637383940
2016 Brand World Value Index
enso.co / worldvalue#worldvalue 9
TOMS + Nike
enso.co / worldvalue#worldvalue
TOMS + Nike
enso.co / worldvalue#worldvalue
TOMS + Nike, Rank by Segment
enso.co / worldvalue#worldvalue
Awareness of Purpose & Active Support
Awareness of Purpose
Goodwill
Monsanto
Marlboro
Annie’s Homegrown
Active Support
enso.co / worldvalue#worldvalue
Awareness of Purpose & Active Support
Awareness of Purpose
How to increase purpose awareness?
Active Support
How to increase purpose awareness and support?
How to activate purpose?How to increase purpose support?
enso.co / worldvalue#worldvalue
enso.co/WorldValue
sebastian@enso.co
14
Over the past 10 years, we’ve seen the nature of GOOD shift.
WHERE WE’RE COMING FROM
GOOD FOR US + GOOD FOR THE WORLD
Across nine indexes of what makes a “good” company, only six brands appeared more than once in the top 10.
Google - 3x
BMW - 2x
Volkswagen -2x
Biogen - 2x
Coca Cola - 2x
Wegmans - 2x
OUR ORIGINAL APPROACH
We analyzed and generated insights from 2k+ images posted by a curated group of interesting people who don’t do this for a living.
THE IMAGES ILLUSTRATED KEY QUESTIONS
How can organizations be useful to them in resolving these
dilemmas?
Which products, stories or calls to action can help
audiences answer these questions?
What’s on people’s minds
as they seek “good”?
Questions can have different answers.
Trends close down the conversation.
Questions open the conversation.
Trends can be understood.
Questions can be interpreted.
Trends can wane and get taken down.
Questions can’t be taken down.
WHY QUESTIONS
How do we stay calm and in the moment?
MINDFULNESS
How do we share the journey of what we’re making?
LEARNING & KNOWING
How do we bring nature into our increasingly urban experience?
US & NATURE
How can we do more with less? What do we really need?
THE ESSENTIALS
How do we celebrate and share growing female empowerment?
EQUALITY & EMPOWERMENT
How can we change our frames?EQUALITY & EMPOWERMENT
Do good better.
www.good.is | hello@good.is
Thank&you!
Your&Feedback&is&Invaluable!
Rate&and&review&the&session&on&our&mobile&appGet$the$Event$Appwww.sb16app.com
top related