business and environment series: gerth - social change to build brands
TRANSCRIPT
Social Change To Build Brands
Business and Environment SeriesEmbedded Sustainability
Bruce GerthFriday – May 11, 2012
Effect Partners 2012
Effect Partners
EFFECT is a pioneer and strategic thought leader in sustainability driven marketing.
Since 1990, we have orchestrated movements that engage consumers and inspire positive societal change while delivering business results for our clients
We are committed to helping brands pursue a shared value model and are proud of our accomplishments through a varied portfolio of leading brands.
Our efforts have helped shape and create sustainable marketing programs, platforms and innovative campaigns in CPG, the Natural & Organic Industry, entertainment, retail, energy services, and NGO sectors.
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Companies must take the lead in bringing business and society back together. The recognition is there among sophisticated business and thought leaders, and promising elements of a new model are emerging. Yet we still lack an overall framework for guiding these efforts, and most companies remain stuck in a “social responsibility” mind-set in which societal issues are at the periphery, not the core.
The solution lies in the principle of shared value, which involves creating economic value in a way that also creates value for society by addressing its needs and challenges.
Businesses must reconnect company success with social progress. Shared value is not social
responsibility, philanthropy, or even sustainability, but a new way to achieve economic success. It is not on the margin of what companies do but at the center. We believe that it
can give rise to the next major transformation of business thinking.
Michael E. Porter is the Bishop William Lawrence University Professor at Harvard University.
Shared Value Strategy Philosophy
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or LABELS
It is not tags or labels…
or Green Marketing
or certifications
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It is not about sponsoring the baby…
It is not sponsorship
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It is about directly addressing the issues that can or will affect the baby.
It is about engagement at the core
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It is not about philanthropy
Efforts must have positive ROI and go beyond philanthropy to extend to a more sustainable along term capacity.
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"Tell me and I’ll forget; show me and I may remember; involve me and I’ll understand.” – Chinese Proverbs
Embedding is teaching, involving and engaging…?
The premise is not really new.
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Why
Social Media has created a new level of transparency. It is now, more than ever easier to look into the soul of a company.
With the challenges, social change also presents new opportunities.
The Kashi GMO Experience
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Why
Today’s marketplace and technology has altered the traditional gravitational pull of the marketing funnel.
A deeper engagement is needed to maintain the force of movement through the funnel.
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Why
64% of consumers believe it is no longer enough for corporations to give money; they must integrate good causes into their everyday business.
46% wouldn’t invest in a companythey don't believe is acting responsibly
72% expect corporations to take actions to preserve and sustain the environment
40% of respondents say their organizations have changed their business models as a result of sustainability.
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Why
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Integrate the Silos
Sale
s
Corp
ora
te
Resp
on
sib
ilit
y
Com
mu
nit
y &
Govern
men
t R
ela
tion
s
Pu
blic R
ela
tion
s
Mark
eti
ng
Hu
man
R
esou
rces
Bra
nd
Man
ag
em
en
t
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Marketing needs to lead the charge
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Stakeholders
Brand Culture & Intent
Traditional Media
Partnerships
Social Media
PR
Retail
Digital / Mobile
Business Objective
s
ConsumersCompany
Shared Value Strategy
Campaigns
Process Flow
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Internal & External
Value Engagement Platform
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Internal
SalesInnovation
External
Shared Value Campaign
ROI view
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Productivity
Short Term ObjectivesLong Term Equity
Engagement
Brand Loyalty
SocietalImpact
To be sustainable, efforts must have positive ROI in both the short term and long term.
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Embedding a Brand
Waste less today,For a wasteless tomorrow.
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Internally
Innovation reduced landfill impact by 140 million bags
Employees engaged in active waste diversion programs.
Embraced corporate wide at shareholder, stakeholder and sales events.
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Externally
Consumer facing digital
Consumer, Partner & NGO Alignments
Influencer Positioning
Heritage Relationships
One Bag Platform Engagement across all
Channels
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Ooops….
We’ve gone green…
Bottled water Plastic throw aways as giveaways
Not Recycling
Not using recycling paper or inks.
Coffee ?
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Thank You
4208 Park Glen RoadMinneapolis, MN
55416
(952) 426-7800www.effectpartners.c
om
Thank You
Feel free to contact me directly should you have questions or want to have a cup of coffee and a conversation.
Bruce Gerth(952) 426-7814 [email protected]