4. It’s no longer about who
shouts loudest; but
about what brands give
their customers to value
& share.
And more importantly,
why they are doing it.
Which means
marketers have to think differently
5. Millennials: Ripping up the rulebook
How they value
the time they
have on this
planet & what
they want to do
with it is very
different
13. But there is a clear upside and a powerful
opportunity for brands to seize
14. Brands that support social & environmental
issues will be rewarded with trust & loyalty
2015 Cone Communications/Ebiquity Global CSR Study
15. ‘Cause’ drives high intent to purchase
2015 Cone/Echo Global CSR Opportunity Study
93% of consumers
will buy a product
associated with a
cause
93%
16. AND is a powerful driver of brand switching
#Cone Communications Ebiquity Global CSR Study
17. Consumers want to partner with brands
71% believe brands and consumers could do more to support good causes by
working together
63% want brands to make it easier for them to make a positive difference
Edelman Good Purpose Study
18. The bottom line: brands that do good
grow faster than other brands
33% of people choose to buy from
brands they believe are doing social
or environmental good
Unilever’s Sustainable Living brands
accounted for nearly 60% of the company’s
total growth in 2016 and collectively
GREW 50% FASTER
than the rest of the business
GROWTH
33%
Unilever Consumer Study
21. Marketers struggling with
some specific problems
1. Lack of a compelling brand proposition
2. The pressure for sales today
means they’re often in a tactical cycle of pricing and value offers, which only serves to erode the value of
their brand.
3. Low staff engagement
leads to poor retention, which inevitably leads to poor customer experience, which makes building a
believable brand promise almost impossible.
that seizes the attention of millennial consumers and builds brand health, means there’s low top-of-mind
awareness for their brand.
23. Important piece of thinking missing
in the Purpose debate
Brands need to think less about what
they can say about themselves to be
relevant to their prospective
customers…
And think more about what they
can contribute positively to the
world we live in.
24. Cause Marketing offers a powerful solution
1. Lack of a compelling brand proposition
2. The pressure for sales today
means they’re often in a tactical cycle of pricing and
value offers, which only serves to erode the value of their brand.
3. Low staff engagement
leads to poor retention, which inevitably leads to poor
customer experience, which makes building a
believable brand promise almost impossible.
that seizes the attention of millennial consumers and
builds brand health, means there’s low top-of-mind
awareness for their brand.
Seize attention of
consumers
Drive short-term sales
+ improve brand health
Inspire & unify staff and
partners behind a
common cause
25. Brands are now marketing themselves as
active contributors to Society
39. Outstanding brand & social results
Impressive sales uplift and share gain across multiple
markets
Unprecedented trade support
Social results 10 years since start of campaign
500,000 newborn babies saved
300 million vaccines administered
Helped eliminate MNT in 17 countries
41. A celebration of shared values
62 million media impressions
across 70 countries,
with 90% positive sentiment
Campaign attracted
thousands of new customers
in NSW
Delivered ANZ the highest
social engagement of all
Australian banks across
Facebook, Twitter &
Instagram
Outstanding staff feedback
44. 7,000 branch visitors
Average all branches 1,000
New accounts doubled
816 million media
impressons
Darlinghurst branch
previously ranked low in ANZ
network for transactions,
now ranked amongst top 3
45. The SIMPLE Approach to Cause Marketing
A methodology to unlock the full value of a cause marketing program
• Incremental sales
• Improve brand health
• Inspire & unify your employees
PUT YOUR BRAND ON A PATH TO PURPOSE
46. FIND OUT MORE ABOUT OUR DISCOVERY WORKSHOP &
OUR PATH TO PURPOSE PROGRAMTM
www.sundaylunch.com.au
Australia’s first cause marketing
book launched October 2017
Hinweis der Redaktion
Eg. Uber, Airbnb, Thankyou, Toms, Patagonia, Nike, Lululemon, Coke. Social media – Instagram, Snapchat, facebook, whatsapp
Against this backdrop, change happening in companies around the world
And consider how they can use their assets and resources and collaborate with their customers to deliver impact.
Exciting time to be a marketer
Facilitation example
Campaign started 2006 Belgium
Rolled out to multiple markets since then & activated multiple times.