This is Justin Basini's presentation from The 3rd European CMO Conference held in Zurich on the 30th September. The presentation theme is Marketing Leadership: from Shareholders to Stakeholders

1. Leadership in Marketing: from shareholder to stakeholder value Justin Basini www.basini.comwww.conservation-economy.org Founder, Basini & Company Founder & CEO, Allow (www.i-allow.com) 1

2. No group hugs

3. You decide what to take back to your desks or throw away

4. ? HOW ARE YOU FEELING SO FAR?

5. REALITY, CONSUMPTION & SUSTAINABILITY BUBBLES, OVER-CONSUMPTION & TRUST MARKETING, HUMANITY & BUSINESS

6. REALITY, CONSUMPTION & SUSTAINABILITY TRUST, BUSINESS& BRANDS MARKETING, HUMANITY & BUSINESS

7. We are at a fork in the road Where are we going? Where have we come from?

8. We are certainly gettingricher We are certainly gettingolder We are working more We are getting fatter More crime We are voting less 1840 2008 2000 1950 1900

9. We are not however getting more satisfied 1840 2008 2000 1950 1900

10. CONSUMPTION ENGINEERING

11. Build trust

12. (WE) MARKETERS ARE THE ENGINEERS OF CONSUMPTION

13. CAN WE CONTINUE TO BE CONSUMPTION ENGINEERS? ?

15. REALITY, CONSUMPTION & SUSTAINABILITY BUBBLES, OVER-CONSUMPTION & TRUST MARKETING, HUMANITY & BUSINESS

16. THE BRAND ASSET BUBBLE OVER-CONSUMPTION & THE EFFECTS WE AREN’T TRUSTED ANYMORE TO DO THE RIGHT THING

17. Brand asset value is outstripping perceived customer value

18. Intangible assets are making up a larger proportion of enterprise value % entreprise value Source: BAV databases and Y&R historical research (Market Leader Sept 2009)

19. For strong brands, brand value as total of company value is greater still… 84% Source: Brand Finance, Market Leader Sept 2009

20. The ‘valuation gap’ according to consumers Reality (over last 10 years) Less trusted than ever 50% Less liked and respected 12% Less salient than ever 20% Quality perceptions decreasing 24% Differentiation declined in 40/46 categories Source: BAV 1993-2007 brand data. Copernicus, Jack Trout and Kevin Clancy (Market Leader Sept 2009)

22. Less than 40% of people know their neighbours Fewer than 1 in 3 say they believe in God Incidence of depression and breakdown has TRIPLED in past 20 years Average age of “midlife” crisis now down to 30s Number of people taking part in community activity half what it was 20 years ago

23. We’re consuming resources as though there are 3 planets, not 1 Sustainability isn’t compatible with consumerism in it’s current form Source: WWF, One Planet Living 2009

24. CAN I YOU?

26. Source: IPSOS MORI, around 2,000 British adults 15+ asked the question: “…would you tell me whether you generally trust them to tell the truth or not?”

27. TRUST IN BUSINESS DOWN TO 22% GLOBALLY, A DECREASE OF 25% OVER THE PAST DECADE Source: Justin Basini analysis of World Values Survey data 1980-2001. Notes: Each wave of global research is completed in those countries from 1000s of interviews with a range of representative demographic segments

28. ? BUT ARE THESE ISSUES FOR US TO CLEAR UP? WHAT DO WE DO?

30. REALITY, CONSUMPTION & SUSTAINABILITY BUBBLES, OVER-CONSUMPTION & TRUST MARKETING, HUMANITY & BUSINESS

31. Rebuild trust

32. Macro-social trust Context-dependent (context specific) trust A priori generalised trust Psychosocial feeling Auditing Conceptual trust Pre-conceptual trust Social cohesion Machiavellian strategies In group solidarity Co-operation Local communities Conceptual trust Pre-conceptual trust Primary (taken for granted) trust Reflective Trust Conceptual trust Pre-conceptual trust Third parties Self-confidence / self-doubt Emotional interdependence Rebuild trust Psychosocial feeling Basic trust (ontological) Inner dialogicality Micro-social trust Source: Trust and Distrust in Society, Markova, Linell, Gillespie (2008)

33. We all know what creates trust…now go do it! A trustsB to do X Engage & establish credibility Set the right expectations Active honesty & respect Keep your commitments visibly & be consistent Show you trust

36. Leadership in Marketing: from shareholder to stakeholder value Justin Basini www.basini.comwww.conservation-economy.org Founder, Basini & Company Founder & CEO, Allow (www.i-allow.com) 36