we first presentation @ conscious capitalism 2016

Conscious Capitalism 2016 Simon Mainwaring Founder, We First April 13, 2016 @SimonMainwaring

©2015 We First Inc. 1

A 75-minute hotseat.


First, the world we live in.


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

5 ©2016 We First Inc.

Consumers as content creators, producers and distributors.


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


1. The business case for purposeful storytelling.

Purpose:

(Noun) The reason for which something is

done or created or for which something exists. (Verb) One’s intention or objective.


2016 Edelman Trust Barometer

80% agree

“An organization can take specific actions that both increase profits and improve the economic and social conditions in the community where it operates.”

up from 74% in 2015

Consumers expect companies to do more than just make a profit.

©2016 We First Inc.

76%

74%

74%

69%

64%

53%

72%

74%

71%

64%

58%

42%

79%

75%

77%

75%

70%

64%

Government

Businesses

Consumers

Non-Profit Organizations

Charities and Philanthropists

Religious Organizations

All 6 Markets Developed Countries Developing Countries

…and that everyone must play a role - including business and consumers.

Re: thinking Consumption Report, BBMG, SustainAbility, GlobeScan

3 in 4 Consumers agree that improving the

environment & society is a shared obligation across government, private

sector, non-profits & consumers


2015 Cone Communications/Ebiquity Global CSR Study

Consumers are likely to switch brands to those associated with a good cause.

2015 2013 2011

Very/Somewhat Likely (net)

90% 91% 94%

10

2015 2013

Which companies they want to see doing business in their community

What to buy or where to shop

Where to work

Which stocks or mutual funds to invest in

Which products and services to recommend to people

84% 85%

84% 86%

79% 80%

67% 66%

82% 85%

Given similar price and quality, consumers are likely to switch brands to one associated with a good cause:

Consumers consider a company’s social and environmental commitments before making important decisions. Very/Somewhat Important (net)

2015 CONE COMMUNICATIONS/EBIQUITY GLOBAL CSR STUDY 1110


2015 Cone Communications/ Ebiquity Global CSR Study

Consumers believe their purchases make a moderate-to-significant impact.


Globescan Regeneration Consumer Study

Consumers want to be part of the solution.

67% consumers

globally

are interested in sharing ideas, opinions and

experiences with companies to help

them develop better products or create

new solutions

72% consumers

globally

believe in voting and advocating for issues important to

them


2015 Cone Communications/ Ebiquity Global CSR Study

Consumers want to participate in many ways.

2015 MLS Group The Future of Business Citizenship

It must be made easy.


The landscape of consumer activism.

Palm-oil free KitKats Chemical removal in Subway buns GMO-free Cheerios


Purpose drives growth.

HBR 2015 The Business Case for Purpose Survey

Organizations that prioritize purpose experience significantly more growth than those that do not.

Organizations that prioritize & integrate purpose

Organizations that do not prioritize & integrate purpose


How purpose drives profit.

Purpose defines the values of a company.

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

Values define how stakeholders relate to each other.


2. Purposeful storytelling.

Purposeful 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.


1. Own a fundamental human property.

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.


Simplicity is compressed complexity.


For one, another.

Defining the ‘why’.


Company & product brand alignment.


Story as a way of being internally.


And externally.


KEY TAKEAWAY:

The future of profit is purpose.


KEY QUESTION:

What fundamental human property does your brand own?


3. Community architecture.

Consumers driving the story.

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

34

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

The story can’t be static but must be an ongoing conversation.


Celebratory storytelling.


BRAND

BRAND

Self-directed storytelling.


1. CO-AUTHORSHIP

2. CO-CREATION

3. COLLABORATION


1. Co-Authorship Drives Amplification

#PowerWarmth This Girl Can

2. Co-Creation Engages Stakeholders


#PowerWarmth This Girl Can

3. Collaboration with Consumers


Patagonia

KEY TAKEAWAY:

A brand must be the chief celebrant, not celebrity, of its consumer community.


KEY QUESTION:

What consumer benefit will your brand celebrate?


4. Cultural leadership.

People rise to the conversation you grow around them.


Example: Dove

Dove: Real Beauty


Time

2006 Model transformations Self-esteem fund

2005 Real bodies

2004 Vote for real beauty

2007 Beauty comes of age Unrealistic beauty

2010 Self-esteem mentors Self-perception

2015 Choose beautiful

Dove: Real Beauty


Example: Starbucks

Starbucks: Shared Planet


Shared Planet

Starbucks: Shared Planet


“Socially responsible brands accounted for

half our growth in 2014 and grew at twice the rate of the rest of the

business.”

Paul Polman CEO Unilever 2015


Sustainable Mass Transportation.


Anti-discrimination


CULTURAL CONVERSATION 2


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


CVS Health launches national quit smoking platform and campaign.

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

65

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.

Q&A

For these slides, email:

[email protected]

@SimonMainwaring

we first presentation @ conscious capitalism 2016

Leadership & Management