http://knowhow.smark.ro/romanian-youth-focus-2014/program Presentation delivered together with my colleague Elis Iaia

1. TODAY’S YOUTH. NO SUCH THING AS A LOST CAUSE

2. Cause Related Marketing

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

4. generosity as a business model

5. brands united against AIDS

6. but there’s more to that than “just” donations

7. a purpose that is more compelling than a product

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

10. and more than that …

11. think of the BRAND PURPOSE as a 5th marketing P

12. how exactly?
Philanthropy
Propaganda
Purpose
Pet Projects
LOW
HIGH
Benefit to business
Benefit to society
HIGH

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

14. 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 X’ers 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

15. 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%

16. 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!

17. 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.

18. 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.

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

20. how can DIGITAL help you

22. make it participative

23. fast and well targeted reach

24. technology for good

25. technology for good
Social cause Poverty Human rights Animal rights Water shortage Environment

26. Generosity made easy. Just swipe your credit card and help someone in need.
technology for a social cause

28. technology for good
Social cause
Personal utility Safety
Learning
Wellness
Health
Information

29. Café Amazon decided to be the traveler's buddy on the road. Turn the drivers' Smartphone into sleepiness trackers and alarms!
technology for personal utility

31. technology for good
Social cause
Personal utility
Connect people Families Friends Foes Strangers People in poor countries

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

33. Jog for 2 lives

34. so how can we use digital for good?

35. 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

36. 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

37. Participation method
Step 2
who else would care?
(co-create mutual value)
(who can we co-opt?)
Brand purpose/ Company purpose

38. 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?)

39. Participation method
Step 3
What’s the easiest way to participate?
Digital tool

40. Participation method
What’s 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

41. DO’s
DON’Ts
Make sure the cause is relevant and doesn’t 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 NGO’s 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 Don’t forget to say “Thank You!”
Don’t leave all the burden to the consumers’. Give more than you get.
Make sure you deliver even when you don’t get enough contributions from the audience
Don’t use a cause for your own hidden agenda
Don’t join a cause “just because everyone else is doing it”
Advertise the cause, not the brand

42. “DON’T JUST MAKE BETTER THINGS MAKE THINGS BETTER”
Simon Kemp, WFA