how purpose can build more societal trust in business

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Purposefully on Purpose How Purpose Can Build More

Societal Trust in Business

March 2017

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Agenda

Introductions

Panelist Presentations

Q&A

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Introductions

Chris Coulter

CEO

GlobeScan

James Morris

Director

GlobeScan

KoAnn Skrzyniarz

CEO

Sustainable Brands

Jon Banner

Executive Vice President

PepsiCo

Purposefully on Purpose A GlobeScan Perspective

March, 2017

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Two Sources of Insight

25 country survey with

samples of approximately

1,000 adults per country

Dec 2015 – May 2016

Managing Trust Risk Global Insights from Corporate

Affairs Practitioners

70 senior corporate affairs

professionals completed a

detailed online questionnaire

+ 10 in-depth qualitative

interviews

March - June 2016

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In its simplest form Purpose is

about marrying business value

with societal value . . .

In our consumer research we

explained the concept as a

company “making a positive

difference in society through its

products, services and operations

in a way that enables them to be

financially successful.”

In our work with clients

GlobeScan defines it in more

detail as . . .

“An explicitly stated and authentic

belief that defines how the

business creates value for itself

and society.

By aligning everyone within the

business towards a common goal,

it directs business decisions that

determine the way value is

created and guides how the

company engages its

stakeholders.”

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Purpose: Unfulfilled Potential?

Thirst for

Purpose

65% of global public

try to support

companies/brands

with Purpose

Dearth of

Purpose

68% consumers

believe that most

global companies do

not have Purpose

Converse on

Purpose

Only 44% of corporate

affairs professionals

believe company’s

purpose is effectively

communicated

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Currently there is an imbalance between the

demand for and supply of purposeful companies

Where companies lack Purpose, governments

may be encouraged to regulate for it

63

40

45

50

55

60

65

Q. Governments

should require

large companies

to work towards a

better society

% Agree

Average of 21

countries

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Despite difficulties in

naming companies with

Purpose, where

consumers view a

company as purposeful

it positively drives levels

of trust

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Expression Execution Evaluation

A successful purpose needs to deliver on a

number of key elements

Explicit Purpose should explicitly and authentically define how the

organization creates value for itself and society

Aspirational Purpose should be aspirational and inspire commitment from a

broad range of stakeholders

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Expression Execution Evaluation

A successful purpose needs to deliver on a

number of key elements

Directive Purpose should direct key decisions and measures of success

of the business over the short and long-term

Aligned Purpose should be integrated throughout the organization and

help align priorities and actions

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Expression Execution Evaluation

A successful purpose needs to deliver on a

number of key elements

Trusted Purpose should increase trust in the organization with both

internal and external stakeholders

Engaging Purpose should enable and encourage engagement and

partnerships with

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GlobeScan is an evidence-led strategy consultancy

focused on stakeholder intelligence and engagement.

Offering a suite of specialist research and advisory services,

GlobeScan partners with clients to meet strategic objectives

across reputation, sustainability and purpose.

GlobeScan’s overarching purpose is to help our clients

redefine what it means to be in business.

www.globescan.com

THANK YOU!

© Hakuten Corporation All Rights reserved.

A Year of Activating Purpose

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Consumers

Have Shifted

What they

Want

© 2017 ALL RIGHTS RESERVED

PRODUCT CENTRIC

FUNCTIONAL

MARKETING 1.0

CUSTOMER

ORIENTED

FUNCTIONAL

EMOTIONAL

MARKETING 2.0

VALUE

DRIVEN

FUNCTIONAL

EMOTIONAL

PURPOSEFUL

MARKETING 3.0

SUSTAINABLE BRANDS

Purpose Comes in Environmental

And Social Flavors

Purpose is Easier to Engage Around

And Is Good for Business…

Sustainablebrands.com/resources

But Be Careful…

Sustainability Encompasses Environmental & Social Purpose…

But Purpose Is Not Necessarily Sustainable

What’s Next at SB?

Beyond Profit

Activating Purpose

Redefining the Good Life

Sustainable Brands is launching

a new global initiative to bring

media, brand leaders and their

stakeholders together to

Redefine the Good Life

SB’17 Detroit May 22-25, 2017 Cobo Center SB17Detroit.com

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