Cause Marketing Halo Awards: Social Impact To Build A Better World And Bottom Line

17 02 2016

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The 2016 Cause Marketing Halo Awards announced its 42 finalists of programs designed to yield both social and financial dividends.  The Gold and Service winners in each of ten categories will be announced at the at the 2016 Cause Marketing Forum Annual Conference in Chicago June 1-2, 2016.

 

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More than 100 entries were received in the Cause Marketing Forum’s competition for North American programs designed to yield social and financial dividends.

Programs named finalists in multiple categories include

  • Bank of America’s “Pass the Flame” campaign with Special Olympics promoting inclusion of people with intellectual disabilities in sports and in life;
  • Think it Up’ Staples/DonorsChoose.org partnership supporting student-powered, teacher-led projects in classrooms across the country;
  • Gateways and Getaways’, a bird- and flight-centric education program for New York families from JetBlue and the Wildlife Conservation Society;
  • Dementia-Friendly Massachusetts’ which Senior Living Residences developed to help people better understand the challenges of living with dementia;
  • #Unlimited’ a tween-targeted back to school program from Old Navy and Boys & Girls Clubs of America to support summer programming for kids.

The Halo Awards will highlight many of the most innovative programs that companies and causes took at the intersection of profit and purpose last year. Some examples include:

  • A video game marathon that raised funds to put veterans back to work.
  • An app that helps autistic children make social and emotional connections.
  • Canvas shoes turned into artwork to support high school arts programs.
  • “Thumb Socks” that help persuade teens from texting and

With the proliferation of cause campaigns reaching consumers each day, the Cause Marketing Halo Awards are designed to bring clarity, innovation and best practices to light.

About the Cause Marketing Forum

Now in their fourteenth year, the Cause Marketing Halo Awards are North America’s highest honor in the field of cause marketing. They are presented to US and Canadian companies by the Cause Marketing Forum, a company dedicated to providing business and nonprofit executives with the practical information and connections they need to succeed.

All Halo finalists can be seen online at: http://www.CauseMarketingForum.com/halo2016

original post  http://www.csrwire.com/press_releases/38699-These-Corporate-Social-Impact-Programs-Build-a-Better-World-and-the-Bottom-Line

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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





Brandkarma: A new Global Reputation System for Brands

7 03 2014

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“Brands often fall short of their potential to do good – reputation without responsibility. Brandkarma will change that.”

Upendra Shardanand, founder Daylife

Welcome Brandkarma.com – the first social community that will rate and review brands ability to do good in the world.

Consumer research has repeatedly demonstrated that people expect businesses to operate responsibly and to contribute to positive change in the world.  Many people say that if brands fail to operate responsibly, they will stop purchasing the products that the brand provides.

Brandkarma.com was launched to empower consumers to better translate those beliefs into action.  Brandkarma.com allows consumers to see brands holistically – not only the quality of their products but the brand behaviors toward their employees, their community and the planet at large.

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visit brand karma.com here





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.





Carbon Trust: 2/3 of public unable to name businesses that take sustainability seriously.

23 09 2013

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In a recent survey of more than 1,800 adults in the United Kingdom, The Carbon Trust Fund found that 68% of people were unable to name a company that is taking sustainability seriously.

In addition, just 5% of respondents see businesses as being most effective in helping the environment.  Despite the significant efforts many companies across the world are making to turn their business operations to more responsible and sustainable entities, the UK study underscores how poorly those companies are communicating their actions.

According to Tom Delay, the chief executive of Carbon Trust:

“While it’s clear that consumers still care about the environmental future, their perspective on where the responsibility falls is skewed. It cannot be solely down to environmental groups to shoulder the weight of protecting our planet’s natural resources. Businesses have an enormous role to play here and need to be seen to be doing their part.  As businesses look for more ways to grow, sustainability should become a golden opportunity for investment, allowing them to become more resilient to future environmental resource shocks and to cut their costs and grow their revenues. The smart companies will invest now and put sustainability inside their businesses.”

The same survey of UK adults did have some encouraging signs regarding concern for the environment.   The demand for green products appears to be increasing with only 6% saying they are less likely to buy a sustainable product and/or service than five years ago while almost three in ten (27%) said they are more likely.   Increased concern about the personal impact of what they buy on the environment was the most important reason for this (45%) and 43% of the public surveyed said they lead a more sustainable life than five years ago.