1. Mutually Beneficial Marketing why businesses and brands need a good purpose Global Winter 08 2nd Annual goodpurpose study inside

2. Global Call for Public Engagement “ So let us summon a new spirit of patriotism; of service and responsibility where each of us resolves to pitch in and work harder and look after not only ourselves, but each other .” “ But we also know that government initiatives are not enough. Each of us in our own lives needs to do what we can to help the poor. And until we do, our conscience cannot rest ….” Barack Obama “ Yes We Can”

4. Purposeful business pays General Mills’ Box Top for Education “… expects the program to raise more money this year than last , when it raked in $39 million. The initiative raised $250 million for public schools since it started…” “ When the economy is down , cause marketing let’s consumers give back by doing something they were always doing, buying cereal” “ When consumers engage in cause marketing, Mr. Peters said, it can ease the burden of charitable giving. “They [think] ‘I can write a check, but I don’t have to, because their cereal purchase diverts funds to public schools so they don’t have to open their wallet twice.” They can make their dollars go further, and that’s important for the consumer to be engaged.” Brian Peters General Mills Box Tops For Education

7. Point-of-View Return on Involvement Foster Emotional Bond Engage Public Ownable Idea Mutual Social Responsibility Purpose Driven Build Mutual Trust & Mutual Benefit Build brand loyalty / Sustain Relationship Profit Meets Purpose

9. Evidence of social purpose abounds

10. Evidence of Social purpose abounds

12. Meet the Purpose Purveyors Philanthropists Campaigners Consumers “ People like me” Matt Damon George Clooney Millenials Insert AHA Bill & Melinda Gates Bono Oprah Winfrey Tony Blair Al Gore Bill Clinton Brad Pitt & Angelina Jolie Richard Branson Kofi Annan Muhammad Yunus Women Moms Children Boomers

14. social areas cross cultural understanding/diversity education, arts & culture environment human rights/civil rights personal & public health poverty & hunger self esteem/self worth animal rights & protection 

15. ROI. Financial: reason to buy Brand differentiation + stakeholder engagement Halo effect Brand catalyst for consumers Why not “R eturn O n I nvolvement?” ROI metric: conversation, interaction, co-creation, involvement, membership, brand loyalty, purchase and re-purchase

17. 2 nd Annual Global Consumer Study October 2008 StrategyOne surveyed 6,000+ consumers across ten countries, aged 18-64 Canada 500 USA 1,000 UK 500 Brazil 500 Italy 500 Germany 500 India 500 China 1,000 Japan 500 France 500

19. Ho w much do you personally care about?… Base: 6,048

25. Brands weighing in many different ways…

26. Brands & Purpose Gucci’s UNICEF Campaign fronted by Rihanna Benetton’s Africa Works Microfinance campaign fronted by Youssou N’Dour Ben & Jerry’s/WWF Climate Change College Shell Fuel Economy EU Initiative: “ You control climate change” Dirt is good More Children, Better Care Every Child has the right to play Take the pledge

28. Omo: Dirt is Good - Every Child Has the Right to Play Sweden “ my child spends less than one hour a day outside...help!” 96% positive media impact Increase in sales/market share

34. Process Driven Discovery Strategy + Ownable Idea ROI Involvement + Sustainability For Mutual Benefit Listen + Learn Differentiate + Action

37. community.com let’s continue the conversation…