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BEYOND ECO-BABBLE INSPIRE CHANGING THE CONVERSATION AROUND SOCIAL GOOD
SOCIAL GOOD: THE HISTORIC & CURRENT CONVERSATION
BUT CHANGEIS BREWING… Brands today have new “paths to purpose”. A new global consumer is here. Most people aren’t looking to save the world. We’re experiencing fatigue.
REASONS WHY CONSUMERS PURCHASE 5 DRIVERS TO PURCHASE*: Thinking about the brands or products that you currently purchase, which of the following qualities is the most important to you? Allowing you to impact the world Fostering pride or security Enabling exploration/trying new things Creating a connection to other people Providing joy or happiness SOURCE: INSPIRE/CIVIC SCIENCE RESEARCH JUNE 2013 *Based on Jim Stengel’s book Grow
THE GOOD NEWS:A NEW GLOBAL VANGUARD IS HERE.
IDENTIFYING A NEW CONSUMER VANGUARD WE LOOKED AT THE RANGE OF GLOBAL CONSUMER MACRO TRENDS, AND SAW THAT TWO ARE DOMINANT: From me / stasis oriented values to we / “openness to change” VALUES CHANGE Role of digital / mobile / social in shaping how we interact with the world CONNECTIVITY REVOLUTION
MEET “GENERATION WORLDTM” Power Wealth Status VALUES Trendy Stylish Daring WIRED THRILL SEEKERS Connectivity: HIGH Eco Attitudes: LOW/AVG Shopping: HIGH Maintaining security Respect for tradition VALUES Following rules Down to earth Independent LOW TECH PRAGMATISTS Connectivity: LOW/AVG Eco Attitudes: LOW/AVG Shopping: LOW/AVG Meaning in life World peace Equality VALUES Reliable Trustworthy CARING / NURTURERS Connectivity: LOW/AVG Eco Attitudes: AVERAGE Shopping: LOW/AVG SOURCE: Y&R Inspire Global Research May 2014
MEET “GENERATION WORLD” “We” Values vs. “Me” Values Openness to Change Hyper-Connected Love to Shop Care About the Planet Ageless and Borderless Transmitters of Culture Game-Changers Expect Brands to be Part of the Solution SOURCE: Y&R INSPIRE GLOBAL RESEARCH MAY 2014
CHANGING THE CONVERSATION OLD NARRATIVE NEW NARRATIVE Consumer as hero Humble, believable role for brand Making a meaningful difference in life Helping our customers live better Optimistic, fun, invites you in Eye level, consumer as equal Brand and ‘movement’ as heroes "Look at the good we're doing" Brand's "noble crusade” to improve the world Fighting the enemy of consumer apathy Worthy, high-minded, guilt-inducing "Preaching" and talking down to customers
A NEW BRAND IDEAL:MEANINGFUL PURPOSE
We have used Y&R’s proprietary Brand Asset ValuatorTM database to create a diagnostic tool to assess which brands are doing the best job of creating the meaningful connections Generation World craves – and to help guide brands to the most productive path
OUR DIAGNOSTIC TOOL: THE “MATRIX OF MEANINGFUL DIFFERENCES” MORE MEANINGFUL MORE DIFFERENTIATED
BRAND STRENGTH, IN TURN, TIES DIRECTLY TO FINANCIAL OUTCOME BRANDS THAT OUTPERFORM ON BRAND STRENGTH OUTPERFORM IN STOCK PRICE, TOO (AMONG OTHER FINANCIAL OUTCOMES)
WHAT THIS FRAMEWORK MEANS FOR BRANDS LOOKING TO BE SUSTAINABLE IN A CONSUMPTION-DRIVEN WORLD: WHAT IS UNIQUE ABOUT YOUR BRAND’S IDENTITY AND “OFFERING”? HOW IS YOUR BRAND’S PURPOSE FOR BEING UNIVERSALLY MEANINGFUL? THE ANSWER THE NEW (MORE PRODUCTIVE) CONVERSATION THE OLD OUT OF TOUCH CONVERSATION THE OLD (LESS PRODUCTIVE) CONVERSATION
THE BRANDS THAT ARE DOING IT RIGHT ARE DOING IT IN A WAY THAT’S APPROACHABLE AND TRUE TO /IN LINE WITH THEIR UNIQUE IDENTITY
“WATER<LESS” http://store.levi.com/waterless/ https:/ /www.youtube.com/?v/L2krChQmJow
THE RESULT: LEVI’S IS OUTPERFORMING ON BEING PURPOSEFULLY MEANINGFUL, IN A PLACE ALONGSIDE PATAGONIA AND NIKE. This also demonstrates that going beyond just traditional CSR to create meaning can be powerful, too. MORE MEANINGFUL MORE DIFFERENTIATED
WANT TO KNOW WHERE YOUR BRAND LIVES? We track over 3,500 brands in the BAV database, and if your brand is one of them – we are happy to provide a free data point for you and 1 competitor MORE MEANINGFUL MORE DIFFERENTIATED ? ? ? ?
OPPORTUNITIES Socially conscious consumer Mainstream sustainability Be ‘Meaningfully Different’
Trish Wheaton Founder/President YRG INSPIRE Trish.Wheaton@yrbrands.com yrgrp.com/inspire Contact Us Questions? Anna Blender Brand Strategist BAV Consulting ABlender@bavconsulting.com Bavconsulting.com Follow us on Twitter @yrgINSPIRE