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Finally, Brand Activism Is Driving
More Meaningful Engagement!
#FalconEd
#FalconEd
Your Presenters.
Mary Noel
Director of Business Development
DoSomething Strategic
Kate Levine
Director of Kate Levine Consulting,
former Global Director of Activism and
Communications
The Body Shop
Dino Kuckovic
Director of Community
Falcon.io
@dinokuckovic @marynoel_
@katelevine
1. How did we get here?
2. Part I: The organization POV
3. Part II: The brand POV
4. Q&A
Today’s Agenda.
(Housekeeping)
Rules Help Control the Fun!
- Monica Geller
Audio
Everyone is muted for best audio
quality.
Recording & Slides
Available on-demand and sent to
you in tomorrow’s FUP e-mail.
Questions
Q&A in real time and live at the
end of the webinar.
Chat
Communicate with others for the
duration of the webinar.
Social
Find us on all socials @FalconIO
and use #FalconEd to participate.
Survey
We would love to get your
feedback upon exiting the webinar.
Brand activism is brands taking action
through public relations strategies,
corporate social responsibility,
government relations and marketing
techniques to take a public stand on
socio and political issues.
Cast your vote on-screen.
NEXT GEN BRAND ACTIVISMMARY NOEL, DIRECTOR OF BUSINESS DEVELOPMENT
Largest tech
platform focused
exclusively on
young people +
social change.
DoSomething’s Mission
WE’RE CREATING THE
MOST SOCIALLY CONSCIOUS
GENERATION EVER.
@DS_Strategic
5.5 MILLION MEMBERS
300+ CAMPAIGNS
Insights, strategies, and
creative content to help
brands and organizations
reach and engage young
people to build lasting
relationships with a new
base of consumers.
GEN Z
BORN 1997 - 2012
GEN Z IS THE LARGEST GENERATION
WHEN YOU THINK
ABOUT TODAY’S YOUTH,
WHAT COMES TO MIND?
OR
SlackersPresidents Vice Presidents Followers
OUR TARGET
SOCIALLY
AWARE @DS_Strategi
“Who do you believe
should be most
responsible to make
changes to address
the problems that
exist in society?”
40%
7%
3%
GVMTS. CITIZENS! BRANDS NGOS
10%
20%
30%
40%
50%
0%
50%
48%Say they are more likely to vote
because of COVID-19
73%Believe voting is the most
important action to support
efforts for racial justice
THEY ARE BECOMING MORE
CIVICALLY ENGAGED.
92%
Of young people say a
brand should be
involved in, supporting,
or promoting a social
issue or cause
Source: DoSomething Strategic, Brands Taking Stands Report (unpublished) 2020.
Of young people buy from a
brand specifically because
the brand is involved in,
supports, or promotes a
social issue or cause they
care about
Source: DoSomething Strategic, Brands Taking Stands Report (unpublished) 2020.
71%
12%
Of Gen Z had top-of-mind
associations between
brands they said they
knew and specific causes.
Source: DoSomething Strategic ‘Cause is Working; Your Marketing Isn’t’ 2019.
BUT ONLY
83%
Of Gen Z consider a
company’s purpose as a
core consideration in
where to work
Source: Cone Communications Gen Z Purpose Study 2019.
THE CAUSE DOESN’T MATTER
84% 82% 81% 80% 79%
75%
ENVIRONMENT EDUCATION MENTAL HEALTH SEXUAL
HARASSMENT
WOMEN’S
RIGHTS
RACIAL
EQUALITY
GUN VIOLENCE
PREVENTION
10%
20%
30%
40%
50%
60%
70%
80%
90%
0%
84%
Source: DoSomething.org. Member Survey 2019.
“If you could make a difference–how likely are you to take
action to have a positive impact on…?”
WHAT YOUNG PEOPLE CARE ABOUT: EVERYTHING
70%
61%
56% 56% 56%
42%
RACIAL EQUITYMENTAL
HEALTH
HEALTH CARE JOBS & THE
ECONOMY
POVERTY ENVIRONMENT
10%
20%
30%
40%
50%
60%
70%
80%
90%
0%
65%
Source: DoSomething.org. Member Survey Aug 10, 2020.
“Have any causes/issues become more important to you in light of COVID-19?”
EDUCATION
COVID-19 IS MAKING KEY ISSUES
MORE IMPORTANT TO YOUNG PEOPLE
3 OUT OF 4Gen Zers have either taken an action
on a cause they care about (47%) or
would like to (29%).
@DS_Strategic
Since COVID-19 began,
3 RULES TO
ENGAGING
GEN Z IN THIS
NEW NORMAL
RULE #1:
START
WITHIN
52%
Of young people say they
often pay attention to a
brand's responsible/ ethical
business practices (the way
they run their business)
Source: DoSomething Strategic, Brands Taking Stands Report (unpublished) 2020.
Consumer
Marketing & Engagement
Employee
Engagement
Internal Policies,
Practices, & Comms
SOCIAL IMPACT
PLATFORM Finance & Planning
Human Resources
Design
Creative & Visuals
Sourcing
Digital Flagship
Brand & Marketing
Store Ops
Merchandising
SOCIAL IMPACT PLATFORM
Diversity & Inclusion
“What do you believe is the role of
brands in light of COVID-19?”
67%want brands to keep them informed
on how they’re supporting
employees and the broader team.
@DS_Strategic
75%named a brand they
love more because
of their response
to the crisis
“The company I work for
(Starbucks) continually updating
and evolving to give most
support as possible to workers
and communities at this time.”
— 22-year-old, Florida
“Starbucks extended it’s mental
health benefits. This is a great
positive role during this
pandemic because they are one
of the most well known
companies in the US and the fact
that they are taking part to help
the community really shows
something.”
— 14-year-old, California
I stopped buying from Whole Foods recently...when Bezos cut
health care coverage for part time workers. It’s absolutely
unacceptable that hundreds maybe thousands of workers will
have their health benefits eliminated when they are the ones in
most need of the financial help.
-18-year-old, New Jersey
“ 41
RULE #2:
MEET THEM
WHERE THEY
ARE
GEN Z IS THE
GENERATION.
48%Are concerned their personal mental
health will be negatively impacted
because of COVID-19
@DS_Strategic
ONLY 3%do not expect brands to play a role
to address racism in America.
@DS_Strategic
81% Use their platform to advocate
for racial justice
THEY WANT MEANINGFUL
ACTION FROM BRANDS.
67%
Ensure products/services are
designed to serve all consumers
across races equally
65% Ensure equal representation in
leadership
64% Promote diversity in advertising
RULE #3:
CULTIVATE COMMUNITY
“The brands that are going to win
are going to be the ones that have
deep connections’ with consumers.”
—Chip Bergh, Levi Strauss CEO, April 7, 2020
40%Feel disconnected.
@DS_Strategic
62%Believe brands have the
power to create communities
based on common interests
and passions
Source: Spotify Survey 2019.@DS_Strategi
49%want brands to provide or
connect consumers to ways
that consumers can make a
difference.
Source: DoSomething Member Survey, April 8, 2020. N=1,204
“How should brands engage consumers in light of COVID-19?”
49%
Of Gen Z say it’s important
for a brand to have social
change initiatives that
consumers can be a part of
Source: DoSomething.org. Gen Pop Survey 2018.
There’s more where
that came from.
Text TMI to 38383
Visit our Medium
@DS_Strategic
BRAND ACTIVISM
KATE LEVINE, DIRECTOR OF KATE LEVINE CONSULTING,
FORMER GLOBAL DIRECTOR OF ACTIVISM & COMMUNICATIONS, THE BODY SHOP
CAMPAIGNING
WHAT DO YOU STAND FOR?
WHAT & WHY:
HOW TO DO IT
Activism is about action, not just
words. It seeks to make real, long-
lasting change. What is it that you can
make better in the world – are you
looking to make legislative change as
well as behavioural change? 
WHAT & WHY: HOW TO DO IT
1. Before you choose to speak out,
clearly establish what you stand for.
2. Then look at what real change
you want to make.
3. Make sure the two are
connected! How does this cause
align to your purpose…and also to
your company’s practices?
4. Also consider: what can your
company bring to the table to
support this cause?
PARTNERSHIPS:
WHO CAN HELP
Achieving real change
will be difficult – maybe
impossible – on your
own. You’ll need a deep
understanding of the
cause for which you are
campaigning. So it’s
likely you’ll need outside
expertise.
Lots of activist brands work
with NGOs & campaigning
organisations, big and
small. You can work with
individual activists and/or
influencers or bring a group
together. Some brands
even collaborate with other
brands.
PARTNERSHIPS
PARTNERSHIPS: HOW TO DO IT
1. Read up on the issue – who’s involved?
2. Will you work with one partner or more? How?
3. Do your research. Are you inspired by the work of the
organisations you have shortlisted? Any
controversies?
4. Be clear on mutual expectations
5. Not everything will be a financial transaction. Be
creative with how you involve each other.
6. Try to think beyond basic philanthropy to how you
can make change and involve your audiences too
PREPARE FOR DISCOMFORT:
IT WILL COME
If you are serious about making change,
understand that it will not always be
comfortable.
Change is uncomfortable.
Prepare for the other point of view. It
might come in the form of a backlash,
some might even shout ‘boycott’… but if
you want to be an activist and make
change, then there will be those who
oppose you.
PREPARE: HOW TO DO IT
1. Start from the inside out. Scrutinise your own
policies.
2. Communicate internally first and engage your
colleagues.
3. Run (at least one) crisis-planning session with all
relevant teams.
4. Look after those on the front line.
KEY TAKEAWAYS
Be positive and inspiring in your activism
communications – you’ll get greater
engagement and mobilization.
Start from the inside: scrutinise your policies,
commit to change if you need to, engage your
colleagues.
You don’t need to be perfect to start; but you do
need to be transparent about where you are in
your journey. Know your flaws and communicate
what you’re doing about them.
Activism is not just a social media post; it’s
sustained action… Really commit to making
change.
My passionate belief is that business can be fun, it can be
conducted with love and a powerful force for good.
- Dame Anita Roddick
“
Cast your vote on-screen.
Book a Falcon demo
now - May 31 and
get 2 months free if
you go with us.
#FalconEd
September 24 - What the 2020 US Election Means for Marketers
@falconIOfalcon.io welcome@falcon.io

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Webinar: Finally, Brand Activism Is Driving More Meaningful Engagement!

  • 1. Finally, Brand Activism Is Driving More Meaningful Engagement! #FalconEd
  • 2. #FalconEd Your Presenters. Mary Noel Director of Business Development DoSomething Strategic Kate Levine Director of Kate Levine Consulting, former Global Director of Activism and Communications The Body Shop Dino Kuckovic Director of Community Falcon.io @dinokuckovic @marynoel_ @katelevine
  • 3. 1. How did we get here? 2. Part I: The organization POV 3. Part II: The brand POV 4. Q&A Today’s Agenda.
  • 4. (Housekeeping) Rules Help Control the Fun! - Monica Geller Audio Everyone is muted for best audio quality. Recording & Slides Available on-demand and sent to you in tomorrow’s FUP e-mail. Questions Q&A in real time and live at the end of the webinar. Chat Communicate with others for the duration of the webinar. Social Find us on all socials @FalconIO and use #FalconEd to participate. Survey We would love to get your feedback upon exiting the webinar.
  • 5. Brand activism is brands taking action through public relations strategies, corporate social responsibility, government relations and marketing techniques to take a public stand on socio and political issues.
  • 6. Cast your vote on-screen.
  • 7. NEXT GEN BRAND ACTIVISMMARY NOEL, DIRECTOR OF BUSINESS DEVELOPMENT
  • 8.
  • 9. Largest tech platform focused exclusively on young people + social change.
  • 10. DoSomething’s Mission WE’RE CREATING THE MOST SOCIALLY CONSCIOUS GENERATION EVER. @DS_Strategic
  • 13. Insights, strategies, and creative content to help brands and organizations reach and engage young people to build lasting relationships with a new base of consumers.
  • 14. GEN Z BORN 1997 - 2012
  • 15. GEN Z IS THE LARGEST GENERATION
  • 16. WHEN YOU THINK ABOUT TODAY’S YOUTH, WHAT COMES TO MIND?
  • 17.
  • 18. OR
  • 19.
  • 20. SlackersPresidents Vice Presidents Followers OUR TARGET
  • 21. SOCIALLY AWARE @DS_Strategi “Who do you believe should be most responsible to make changes to address the problems that exist in society?” 40% 7% 3% GVMTS. CITIZENS! BRANDS NGOS 10% 20% 30% 40% 50% 0% 50%
  • 22.
  • 23. 48%Say they are more likely to vote because of COVID-19 73%Believe voting is the most important action to support efforts for racial justice THEY ARE BECOMING MORE CIVICALLY ENGAGED.
  • 24. 92% Of young people say a brand should be involved in, supporting, or promoting a social issue or cause Source: DoSomething Strategic, Brands Taking Stands Report (unpublished) 2020.
  • 25. Of young people buy from a brand specifically because the brand is involved in, supports, or promotes a social issue or cause they care about Source: DoSomething Strategic, Brands Taking Stands Report (unpublished) 2020. 71%
  • 26. 12% Of Gen Z had top-of-mind associations between brands they said they knew and specific causes. Source: DoSomething Strategic ‘Cause is Working; Your Marketing Isn’t’ 2019. BUT ONLY
  • 27. 83% Of Gen Z consider a company’s purpose as a core consideration in where to work Source: Cone Communications Gen Z Purpose Study 2019.
  • 29. 84% 82% 81% 80% 79% 75% ENVIRONMENT EDUCATION MENTAL HEALTH SEXUAL HARASSMENT WOMEN’S RIGHTS RACIAL EQUALITY GUN VIOLENCE PREVENTION 10% 20% 30% 40% 50% 60% 70% 80% 90% 0% 84% Source: DoSomething.org. Member Survey 2019. “If you could make a difference–how likely are you to take action to have a positive impact on…?” WHAT YOUNG PEOPLE CARE ABOUT: EVERYTHING
  • 30. 70% 61% 56% 56% 56% 42% RACIAL EQUITYMENTAL HEALTH HEALTH CARE JOBS & THE ECONOMY POVERTY ENVIRONMENT 10% 20% 30% 40% 50% 60% 70% 80% 90% 0% 65% Source: DoSomething.org. Member Survey Aug 10, 2020. “Have any causes/issues become more important to you in light of COVID-19?” EDUCATION COVID-19 IS MAKING KEY ISSUES MORE IMPORTANT TO YOUNG PEOPLE
  • 31. 3 OUT OF 4Gen Zers have either taken an action on a cause they care about (47%) or would like to (29%). @DS_Strategic Since COVID-19 began,
  • 32. 3 RULES TO ENGAGING GEN Z IN THIS NEW NORMAL
  • 34. 52% Of young people say they often pay attention to a brand's responsible/ ethical business practices (the way they run their business) Source: DoSomething Strategic, Brands Taking Stands Report (unpublished) 2020.
  • 35. Consumer Marketing & Engagement Employee Engagement Internal Policies, Practices, & Comms SOCIAL IMPACT PLATFORM Finance & Planning Human Resources Design Creative & Visuals Sourcing Digital Flagship Brand & Marketing Store Ops Merchandising SOCIAL IMPACT PLATFORM Diversity & Inclusion
  • 36. “What do you believe is the role of brands in light of COVID-19?”
  • 37.
  • 38. 67%want brands to keep them informed on how they’re supporting employees and the broader team. @DS_Strategic
  • 39. 75%named a brand they love more because of their response to the crisis
  • 40. “The company I work for (Starbucks) continually updating and evolving to give most support as possible to workers and communities at this time.” — 22-year-old, Florida “Starbucks extended it’s mental health benefits. This is a great positive role during this pandemic because they are one of the most well known companies in the US and the fact that they are taking part to help the community really shows something.” — 14-year-old, California
  • 41. I stopped buying from Whole Foods recently...when Bezos cut health care coverage for part time workers. It’s absolutely unacceptable that hundreds maybe thousands of workers will have their health benefits eliminated when they are the ones in most need of the financial help. -18-year-old, New Jersey “ 41
  • 42.
  • 44. GEN Z IS THE GENERATION.
  • 45. 48%Are concerned their personal mental health will be negatively impacted because of COVID-19 @DS_Strategic
  • 46.
  • 47.
  • 48. ONLY 3%do not expect brands to play a role to address racism in America. @DS_Strategic
  • 49. 81% Use their platform to advocate for racial justice THEY WANT MEANINGFUL ACTION FROM BRANDS. 67% Ensure products/services are designed to serve all consumers across races equally 65% Ensure equal representation in leadership 64% Promote diversity in advertising
  • 51. “The brands that are going to win are going to be the ones that have deep connections’ with consumers.” —Chip Bergh, Levi Strauss CEO, April 7, 2020
  • 53.
  • 54.
  • 55. 62%Believe brands have the power to create communities based on common interests and passions Source: Spotify Survey 2019.@DS_Strategi
  • 56. 49%want brands to provide or connect consumers to ways that consumers can make a difference. Source: DoSomething Member Survey, April 8, 2020. N=1,204 “How should brands engage consumers in light of COVID-19?”
  • 57. 49% Of Gen Z say it’s important for a brand to have social change initiatives that consumers can be a part of Source: DoSomething.org. Gen Pop Survey 2018.
  • 58. There’s more where that came from. Text TMI to 38383 Visit our Medium @DS_Strategic
  • 60. KATE LEVINE, DIRECTOR OF KATE LEVINE CONSULTING, FORMER GLOBAL DIRECTOR OF ACTIVISM & COMMUNICATIONS, THE BODY SHOP
  • 62. WHAT DO YOU STAND FOR?
  • 63. WHAT & WHY: HOW TO DO IT
  • 64. Activism is about action, not just words. It seeks to make real, long- lasting change. What is it that you can make better in the world – are you looking to make legislative change as well as behavioural change? 
  • 65. WHAT & WHY: HOW TO DO IT 1. Before you choose to speak out, clearly establish what you stand for. 2. Then look at what real change you want to make. 3. Make sure the two are connected! How does this cause align to your purpose…and also to your company’s practices? 4. Also consider: what can your company bring to the table to support this cause?
  • 67. Achieving real change will be difficult – maybe impossible – on your own. You’ll need a deep understanding of the cause for which you are campaigning. So it’s likely you’ll need outside expertise. Lots of activist brands work with NGOs & campaigning organisations, big and small. You can work with individual activists and/or influencers or bring a group together. Some brands even collaborate with other brands. PARTNERSHIPS
  • 68.
  • 69. PARTNERSHIPS: HOW TO DO IT 1. Read up on the issue – who’s involved? 2. Will you work with one partner or more? How? 3. Do your research. Are you inspired by the work of the organisations you have shortlisted? Any controversies? 4. Be clear on mutual expectations 5. Not everything will be a financial transaction. Be creative with how you involve each other. 6. Try to think beyond basic philanthropy to how you can make change and involve your audiences too
  • 71. If you are serious about making change, understand that it will not always be comfortable. Change is uncomfortable. Prepare for the other point of view. It might come in the form of a backlash, some might even shout ‘boycott’… but if you want to be an activist and make change, then there will be those who oppose you.
  • 72. PREPARE: HOW TO DO IT 1. Start from the inside out. Scrutinise your own policies. 2. Communicate internally first and engage your colleagues. 3. Run (at least one) crisis-planning session with all relevant teams. 4. Look after those on the front line.
  • 73. KEY TAKEAWAYS Be positive and inspiring in your activism communications – you’ll get greater engagement and mobilization. Start from the inside: scrutinise your policies, commit to change if you need to, engage your colleagues. You don’t need to be perfect to start; but you do need to be transparent about where you are in your journey. Know your flaws and communicate what you’re doing about them. Activism is not just a social media post; it’s sustained action… Really commit to making change.
  • 74. My passionate belief is that business can be fun, it can be conducted with love and a powerful force for good. - Dame Anita Roddick “
  • 75. Cast your vote on-screen.
  • 76. Book a Falcon demo now - May 31 and get 2 months free if you go with us.
  • 77. #FalconEd September 24 - What the 2020 US Election Means for Marketers
  • 78.