Two main drivers are disrupting marketing: millennials and technology. Technology has empowered consumers to shop and choose brands differently. Millennials value their time and want brands that align with their purpose and support social causes. Research shows that brands supporting good causes are rewarded with trust, loyalty, and growth. Consumers increasingly expect brands to help solve social and environmental problems. Purpose-driven brands outperform on key metrics and see higher customer loyalty and advocacy.
4. The balance of power has changed
BRANDS
60s/70s/80s
RETAILER
90s to 00s
CONSUMER
Current
Technology has unleashed the
age of consumer empowerment
5. Enabled people to shop, share and
choose brands completely differently
6. 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 means
marketers have to think differently
7. 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
8. The generation born between 1980-2000
The oldest
millennial
today is late
30s and has a
young family!
9. Much is said about Millennials
Digital Natives Highly social
See limitless opportunitiesAmbitious & adventurous
Self-absorbed, narcissistic Citizens not consumers
No loyalty Highly loyal when values aligned
Demanding & entitled Seek balance
13. 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%
14. Not Just Millennials
Society increasingly looking towards business to solve our problems
*The Consumer Study. From Marketing to Mattering
15. But perception is that business
is currently failing to deliver
*The Consumer Study. From Marketing to Mattering
17. But there is a clear upside and a powerful
opportunity for brands to seize
18. Brands that support social & environmental
issues will be rewarded with trust & loyalty
2015 Cone Communications/Ebiquity Global CSR Study
19. ‘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%
20. AND is a powerful driver of brand switching
#Cone Communications Ebiquity Global CSR Study
21. 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
23. 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
24. Consumers say they care,
but do their actions follow?
Nielsen Global CSR Study 2014
25. The Bottom Line:
Meaningfulness produces real results
Meaningful brands..
Deliver 100% more KPI
outcomes
Gain 46% more share of
wallet
Outperform the
stockmarket by 133%
Havas Meaningful Brands Index
26. Brands that do good
grow 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 collectively
GREW 30% FASTER
than the rest of the business
GROWTH
33%
Unilever Consumer Study
43. FOR MORE GLOBAL & AUSTRALIAN LOCAL CASE STUDIES, OR TO
FIND OUT MORE ABOUT OUR PATH TO PURPOSE METHODOLOGY
w: sundaylunch.com.au e: carolyn@sundaylunch.com.au p: +61 2 8007 6471
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TOUCH
Editor's Notes
Not just students.
Eg. Uber, Airbnb, Thankyou, Toms, Patagonia, Nike, Lululemon, Coke. Social media – Instagram, Snapchat, facebook, whatsapp
In today’s social-media driven society, advocacy really is the holy grail
Meaningful Brands track 3 areas: Personal Wellbeing, Collective Wellbeing and Marketplace.
They see their marketing KPIs perform 100% better overall compared with less Meaningful Brands. With every 10% improvement in meaningfulness performance, individual brand KPIs grow by 2.5% for Familiarity, 4.9% for Overall Impression, 6.6% for Purchase Intent, 3.2% Repurchase Intent, 4.8% for Advocacy and 10.4% for Premium Pricing.
Against this backdrop, change happening in companies around the world
Exciting time to be a marketer
Facilitation example
Campaign started 2006 Belgium
Rolled out to multiple markets since then & activated multiple times.