Cause Driven Social Campaigns More Effective Than Brand Stories.

21 10 2014

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New research released in London this week points to the effectiveness of cause driven social campaigns activated by brands – showing superior business results than traditional brand communication stories, especially in social media.

In the report, Seriously Social by marketing consultant Peter Field, research indicates that not only were cause-driven campaigns better at delivering business effects — they also generated greater numbers of brand effects once the non-profits were removed from the equation.

Field analysed case studies from the Warc Prize for Social Strategy – a global competition for examples of social ideas that drive business results – defined social strategy as any activity designed to generate participation, conversation, sharing or advocacy.

“Cause-driven campaigns are more strongly associated with business effects,” Field stated, a finding that became even clearer when stripping non-profit campaigns out of the calculation.

Field was able to compare the impact of campaigns that associated a brand with a good cause, with the impact of those that built a story around a brand.
He found that media usage for cause-driven campaigns was more strongly focused on online, WOM/earned media and traditional advertising channels (excluding TV). Brand story campaigns, in contrast, made wider use of media channels and, as they were more likely to be short-term campaigns, included much more activation.

These patterns had an impact on subsequent effectiveness.  The business effectiveness of cause driven-campaigns was found to increase markedly over time, whereas that of brand story campaigns did not.

“Again, this is a reflection of the short-term outlook of the latter group,” Field said, who suggested that conclusions about effectiveness drawn over a period of less than six months would underplay the true strength of cause-driven campaigns.

Source:  WARC





Nielsen: Doing Well By Doing Good

3 07 2014

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55% of global respondents in Nielsen’s corporate social responsibility survey were willing to pay extra for products and services from companies committed to positive social and environmental impact—an increase from 45% in 2011.  However, people living in North America lag the global average, with only 42% saying they would be willing to pay extra – a 7% increase from three years ago.

As continued impactful climate change events and social consciousness raises people’s concern about companies’ impact on society, the importance of brand’s corporate responsibility reputations will continue to rise.  Brands which act responsibly and communicate those actions effectively will increasingly be the ones rewarded by consumers.

 

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Images:  Future Leaders in Philanthropy, Nielsen





Project Sunlight: Unilever’s Call To Action For Sustainable Living

21 11 2013

Unilever has launched  a worldwide new initiative to motivate millions of people to adopt more sustainable lifestyles.  Launched yesterday on Universal Children’s Day in Brazil, India, Indonesia, the UK and the US, Project Sunlight aims to make sustainable living desirable and achievable by inspiring people, and in particular parents, to join what Unilever sees as a growing community of people who want to make the world a better place for children and future generations.

Project Sunlight was launched with the four-minute film embedded here and created by DAVID Latin America and Ogilvy & Mather London at dawn on November 20th in Indonesia and then follow the sun to India, the UK, Brazil and the US. Additional information can be found at an online hub – www.projectsunlight.com – which brings together the social mission stories of Unilever’s brands across the world, and invites consumers to get involved in doing small things that help their own families, others around the world and the planet.

To mark the launch of Project Sunlight on Universal Children’s Day, Unilever will be helping 2 million children through its ongoing partnerships, providing school meals through the World Food Programme; supporting Save the Children to provide clean, safe drinking water; and improved hygiene through UNICEF.

Ogilvy & Mather Chairman and CEO Miles Young, explains: “Unilever asked us to find a new way to talk about sustainability that would make the benefits real for ordinary people. Project Sunlight is founded on the principle that even small actions can make a big difference and that together, we can create a brighter future.  We are honored to be a part of such a positive and significant movement for the good of our client and our communities.”  Famed film director Erroll Morris directed “Why bring a child into this world?” including moving interviews with expectant parents from around the world.

The project draws on the legacy of Unilever’s founder Lord Leverhulme, who believed that he could change the world with a brand of soap he called Sunlight.

Kudos to Unilever, Ogilvy, DAVID and everyone involved in this important initiative that hits at the heart of the matter: if we can’t work to improve living conditions on our precious planet, how dare you bring a child into this world.





86% of Americans Expect Food and Beverage Brands To Actively Help Recycle Their Packaging.

12 11 2013

Recycling-binsAn overwhelming majority of Americans want brands to get engaged in creating and implementing recycling programs, according to a new survey of 1000 adults by the Carton Council of North America (CCNA).

In a statement, Jason Pelz, VP of environment at Tetra Pak North America, and VP of recycling projects for the CCNA  said, “First and foremost, this survey reiterates the importance of including a recycling message on product packaging.  In an increasingly competitive and green‑minded climate, consumers are revealing they expect food and beverage brands to actively help increase the recycling of their packages.”

U.S. consumers also indicated that they look first to the products they purchase for environmental information, ahead of other resources, with the vast majority (76 percent) consulting a product’s packaging to learn if a package is recyclable, followed by the product’s company website (33 percent) and the consumer’s city website (26 percent).

Importantly, 45% say their loyalty to food and beverage brands would be impacted by that brand’s engagement with environmental causes.

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The Carton Council is leading a national effort to increase access to carton recycling in the U.S. In 2009, 21 million U.S. households had access to carton recycling in 26 states. Now, 52.5 million households in 45 states can recycle cartons, a 150 percent increase that includes 64 of the nation’s top 100 cities. Food and beverage brands that use cartons for their products are encouraged to join this effort, especially in helping promote carton recycling to their customers. CCNA can provide companies with tools to inform their customers — from the first step, which is adding the recycling logo to packages and recycling information on their websites, to an extensive list of possibilities beyond that.





The Aspirational Consumer: 2.5 Billion People Redefining Responsible Consumption

8 10 2013

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A new global consumer study confirms the rise of nearly 2.5 billion consumers globally who are uniting style, social status and sustainability values to redefine consumption.

According to the report by BBMG, GlobeScan and SustainAbility : The 2013 Aspirational Consumer Index – more than one-third of consumers globally (36.4%) identify as Aspirationals, defined by their love of shopping (78%), desire for responsible consumption (92%) and their trust in brands to act in the best interest of society (58%). The study draws from a telephone and in-person survey of more than 21,000 consumers across 21 international markets conducted in April 2013.

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According to Eric Whan, Sustainability Director at GlobeScan, “Aspirationals are materialists who define themselves in part through brands and yet they believe they have a responsibility to purchase products that are good for the environment and society.  By engaging Aspirational consumers, brands can further the shift toward more sustainable consumption and influence behavior change at scale.”

Key characteristics of Aspirational consumers include:

  • Trust in Brands: Nearly six in ten Aspirational consumers globally say they “trust global companies to act in the best interest of society” (58%), compared with 52% of all consumers;
  • Seek Style and Status: Three-fourths of Aspirational consumers say “I want to stand out by the way I look, my style” (73%), compared to 53% of all consumers;
  • Positive Influencers: Nearly nine in ten Aspirational consumers say “I encourage others to buy from socially and environmentally responsible companies” (88%), compared to 63% of all consumers;
  • Empowered Shoppers: Nearly eight in ten Aspirational consumers say “shopping for new things excites me” (78%), compared to 48% of all consumers, and believe they “can change how a company behaves based on my purchase decisions” (78%), compared with 66% of all consumers;
  • Responsible Consumers: Nine in ten Aspirational consumers say “I believe we need to consume less to preserve the environment for future generations” (92%), compared to 75% of all consumers, and that they are “willing to pay more for products produced in a socially and environmentally responsible way” (91%) compared to 64% of all consumers;
  • Young and Urban: Demographically, Aspirational consumers make up the largest percentage of Millennial (40%) and GenX (37%) generations, compared to 32% and 33% in the general population, respectively, and nearly six and ten (59%) live in cities; and
  • Strength in Emerging Markets: Countries with the largest populations of Aspirational consumers include China (46%), Nigeria (45%), Pakistan (44%), India (42%), Australia (41%), Canada (40%), Indonesia (38%), Greece (37%), France (36%), USA (36%), Turkey (35%) and the UK (34%).

“Driven by young, optimistic consumers in emerging markets and amplified by technology and social media’s influence, Aspirationals represent a powerful shift in sustainable consumption from obligation to desire,” said Raphael Bemporad, co-founder and chief strategy officer at brand innovation consultancy BBMG. “With Aspirationals, the sustainability proposition has changed from being the ‘right thing to do’ to being the ‘cool thing to do,’ and brands have a profound opportunity to harness sustainable design and societal values to inspire the next generation of commerce and create positive impact in the world.”

“For decades, green marketers have been speaking to the wrong consumers, assuming that by engaging the most committed ‘advocates’ we would create significant business growth, cultural relevance and change at scale,” Bemporad added. “What makes Aspirationals so compelling is that they combine an authentic commitment to sustainability with a love of shopping, design and social status, aligning economic, cultural and social forces to shift the way we shop.”

“With 2.5 billion consumers worldwide, Aspirationals offer an important opportunity to redefine sustainable consumption,” said Mark Lee, Executive Director at SustainAbility. “Like never before, brands can engage Aspirationals to pioneer new models and practices that can deliver economic growth while reducing negative impacts on the environment.”

 

Read the original press release on CSR Wire.





United Nations: CEOs say sustainability less important.

24 09 2013

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In a massive new study which interviewed 1,000 CEOs around the world, The United Nations and Accenture report that only 32% of CEOs believe the global economy is on track to meet the demands of a growing population within global environmental and resource constraints.  Alarmingly, the number of CEOs of saying that sustainability is “very important” to their business success dropped to 45%, a decline from 54% just three years ago.

The third United Nations Global Compact – Accenture CEO Study On Sustainability 2013 points to CEOs concern about an uncertain global economic climate as directly impacting the urgency of addressing sustainable business operations.  Despite the report that 63% of CEOs expect sustainability to transform their business within five years – and 76% believe that embedding sustainability into core business will drive revenue growth and new opportunities – many struggle with market expectations, investor pressure and the difficulty of measuring the business value of sustainability.

The report demonstrates how the world’s CEOs are conflicted on the extent to which they believe that business is making sufficient efforts to address sustainability. with 33% agreeing business is making the acceptable effort, while 38% disagree.  See the report chart below:

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In an executive summary of the CEO survey, the authors conclude:

“CEOs clearly recognize the scale of the global challenge—but may not yet see the urgency or the incentive for their own businesses to do more and to have a greater impact. This disconnect suggests that a gap persists between the approach to sustainability of the majority of companies globally—an approach centered on philanthropy, compliance, mitigation and the license to operate—and the approach being adopted by leading companies, focused on innovation, growth and new sources of value.”

Other key findings in the report include:

  • 83% of CEOs see an increase in efforts by governments and policy makers to provide an enabling environment for the private sector as integral to advancing sustainability.
  • 85% of CEOs demand clearer policy and market signals to support green growth.
  • Only 29% of CEOs regard climate change as one of the most important sustainability challenges for the future of their business
  • And just 14% regard water sanitation as an important issue for their business to address.

Clearly the lack of progress on the global economy and the failure of governments and regulators to provide consistent sustainability frameworks are holding back CEOs from focusing their full attention on the long-term issues of sustainability and threatened natural resources.  As the report highlights, more urgency is needed:

“As business leaders across the world come together this year to set out an architecture to align business action with global priorities, there is a clear and unequivocal call for greater ambition, greater speed and greater impact.”

- United Nations Global Compact

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Levi’s: 501 WasteLess Jeans Made With Recycled Plastic.

14 05 2013

For 140 years, the Levi’s® brand has made its 501® jean with the same care, craftsmanship and attention to detail.  To that, they’ve added recycled plastic.

The Levi’s® 501® Waste<less™  jean is limited-edition and made exclusively for EKOCYCLE™. That’s the social movement founded by legendary musician and producer will.i.am in partnership with Coca-Cola.  The goal of this jean and EKOCYCLE™ is to change the way we think about recycling choices and waste.

Each 501® Waste<Less™ jean is made with 29% post-consumer recycled content, using an average of eight recycled plastic bottles.  This year, you might be wearing one of the plastic bottles you drank from – and recycled – last year.

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Levi Strauss isn’t the first clothing manufacturer to create a new product line from recycled plastic. In 1993, Patagonia became the first outdoor clothing manufacturer to create fleece made from post consumer recycled plastic soda bottles, and the company’s support of recycling via their manufacturing continues. According to Patagonia’s website, the company has saved some 86 million soda bottles from the trash heap over the past thirteen years.

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Another apparel company who incorporates sustainability throughout their business model is Puma. InCycle is the company’s first 100 percent biodegradable or recyclable clothing, accessory, and footwear collection. Puma’s efforts towards creating InCycle recently earned them Cradle to Cradle Products Innovation Institute’s product certification.

For an update on the Cradle to Cradle progress, check out The Upcycle:  Beyond Sustainability – Designing for Abundance, the new best selling book from pioneers William McDonough and Michael Braungart.

When it comes to plastic use and its impact on human health and the environment, the various statistics are nothing short of disturbing: plastic takes up to 1000 years to degrade in a landfill; 92 percent of Americans age six or older test positive for BPA; Americans use 2,500,000 plastic bottles every hour.

Check out this video, which features will.i.am, along with Levi’s® James “JC” Curleigh and Jonathan Kirby.

Read more at the original post at http://www.triplepundit.com/2013/05/levi-strauss-creates-sustainable-jeans/








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