TODAYS YOUTH. NO SUCH THING AS A LOST CAUSE

Cause Related Marketing

a company donates an amount proportional to the consumers involvement to a cause % of sales | multiply the donation | match the engagement

generosity as a business

model

brands united against AIDS

but theres more to that than just donations

a purpose that is more compelling than a product

we need to move from a product proposition to a brand purpose

and more than that

think of the BRAND PURPOSE as a 5th marketing P

how exactly? Philanthropy

Propaganda

Purpose

Pet Projects

LOW HIGH Benefit to business

Benefit to

society

HIGH

the charity divide: Boomers vs. Gen X vs. Gen Y

only 10% of boomers say they plan to increase charitable actions over the next 12 months. By contrast, 21% of Gen Y respondents

and 18% of Gen Xers said they want to give more.

about 60% of Gen Y and 50% of Gen X said the ability to see the direct impact of their support has a significant bearing on their decision to adhere to a cause. Just 37% of Boomers feel that way.

boomers are much less interested in buying products because some or all benefits will go to charity. About 36% of boomers have made

purchases for this reason, compared to roughly half of Gen X and Gen Y.

2013 Cone Communications Social Impact Study

91% of people worldwide would switch brands to one associated with a good cause.

Data Monitor 2014

Consumers are increasingly aligning product purchases with their personal beliefs and values. According to Rooted Beauty, 80% of millennial

women will change brands to support a cause that they care about.

80%

what is the maximum a person can give as far as donations go? when we bring them more opportunities for buying into a Purpose, they will look at it as a way to do more without having to find more money to do it with!

the purpose actually puts the focus on individuals youngsters believe that their own actions are more likely to make a difference

one factor that could explain the rise of responsible shopping is their belief that individuals and not corporations or governments have the potential to make the biggest positive change on society.

young people may see themselves as the catalyst for driving social change, but collectively they have become more harsh in their attitude towards companies that are not perceived to be socially responsible.

the worldwide percentage of consumers that say that they avoided purchasing products from a company because it was not socially responsible rose from 25% in 2013 to 29% in 2014.

FROM QUICK GAIN Most of our young audiences are already familiar with promotional mechanisms, paying attention to special promos/ discounts, willing to gain something extra.

TO MEANINGFUL PURPOSE The same Romanian youth is embracing hard-work, education and self-development more than ever. They are looking for people, brands and institutions that care.

BRANDS MUST OFFER YOUNGSTERS A MEANINGFUL PURPOSE THAT GOES BEYOND THE PURCHASE. BIGGER THAN THEMSELVES WORTHY OF SHARING MAKING THE PEOPLE FEEL IMPORTANT

how can DIGITAL help you

make it participative

fast and well targeted reach

technology for good

technology for good

Social cause Poverty Human rights Animal rights Water shortage Environment

Generosity made easy. Just swipe your credit card and help someone in need.

technology for a social cause

technology for good

Social cause Personal utility Safety Learning Wellness Health Information

Caf Amazon decided to be the traveler's buddy on the road. Turn the drivers' Smartphone into sleepiness trackers and alarms!

technology for personal utility

technology for good

Social cause Personal utility Connect people Families Friends Foes Strangers People in poor countries

Jogging made meaningful. A bright solution for helping the disabled people

technology for connecting people

Jog for 2 lives

so how can we use digital for good?

Brand purpose/ Company purpose

Brand purpose find a great obstacle for one or many

Step 1

find something to improve

find a way to inspire / motivate

Brand purpose find a great obstacle for one or many

The healthy hydration company

The disabled people cannot get groceries by their own

Help the disabled get the vital hydration

Brand purpose/ Company purpose

Participation method

Step 2

who else would care?

(co-create mutual value) (who can we co-opt?) Brand purpose/ Company purpose

Participation method Who else would care?

Joggers

Buy groceries for a person in need while jogging

Help the disabled get the vital hydration

Brand purpose/ Company purpose (who can we co-opt?)

Participation method

Step 3

Whats the easiest way to participate? Digital tool

Participation method Whats the easiest way to participate? Digital tool

Match the joggers with the help messages in their

proximity

A mobile app connects the disabled in need and the joggers that run in their

proximity and offers directions to the jogger

Buy groceries for a person in need while jogging

DOs DONTs Make sure the cause is relevant and doesnt come in contradiction with your brand, product or audience Make participation as simple as possible Give something in return for the contribution Encourage contribution through conversations. Use the power of social media. Get NGOs or experts on board. They will give credibility to your purpose Create signature cause products Involve the employees. Be one voice Be transparent about the cause and the results Dont forget to say Thank You!

Dont leave all the burden to the consumers. Give more than you get. Make sure you deliver even when you dont get enough contributions from the audience Dont use a cause for your own hidden agenda Dont join a cause just because everyone else is doing it Advertise the cause, not the brand

DONT JUST MAKE BETTER THINGS MAKE THINGS BETTER

Simon Kemp, WFA

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