Samantha Massaglia
Preso from my lecture at St. Cloud State University. St. Cloud, Minnesota.
Several videos were included in the presentation:
Video #1 plays after Slide 13 ('Because it looks like this.')
http://vimeo.com/89527215
Video #2 plays after Slide 30 ('Updated in 2006.')
https://www.youtube.com/watch?v=hibyAJOSW8U
Video #3 plays after Slide 40 ('TOMS Shoes.')
https://www.youtube.com/watch?v=7MV3HWQHl1s
Video #4 plays after Slide 41 ('Soap Box Soaps.')
https://www.youtube.com/watch?v=BjZnNK4PQBk
Video # 5 plays after Slide 54 ('Generation Z advertisements will look like.')
https://www.youtube.com/watch?v=EPDmrZDpmqQ
7. MILLENNIALS
Biggest generation in human history
80 million in U.S.
1.8 billion in the world
1st global generation
$1.4 trillion spending power in the U.S. by 2020
http://upstart.bizjournals.com/resources/advice/2014/05/20/how-‐do-‐you-‐sell-‐to-‐ad-‐hating-‐dollar-‐watching.html?page=all
Image: Bill Dickinson
12. SHARING & COLLABORATIVE ECONOMY
Socio-economic system built around sharing of human and physical resources.
Swapping. Exchanging. Collective Purchasing. Shared Ownership. Co-Creation.
13.
14. 84% OF CONSUMERS “DON’T LIKE OR
TRUST ALL FORMS OF ADVERTISING.”
16. 85% “correlate their purchasing decisions and
their willingness to recommend a brand to the
social good efforts a company is making.”
http://www.entrepreneur.com/article/237243
17. TECHNOLOGY
INTERNET
Biggest repository of human knowledge.
)
SOCIAL MEDIA
Citizens worldwide have unprecedented access to information about
corporate behavior via social media.
MOBILE
Mobile devices are the first thing 80% of Millennials
reach for in the morning.
18. GLOBAL STUDY RESULTS:
“More than any other platform,
mobile phones have initiated a global
youth digital culture.”
“Twitter has become the new CNN.”
http://www.hufEingtonpost.com/susan-‐moeller/new-‐study-‐mobile-‐phones-‐p_b_1927945.html
Image: Gary Lerude
19. By 2100, we will have 100 times as many
computing devices as there are grains of
sand on all the world’s beaches.”
http://www.thegenzeffect.com
20. The world’s first global community (majority population) has:
•money to spend
• ability to monitor business practices
• expectation of social good
• instant access to worldwide network of peers
• constantly growing body of information, accessible on mobile devices
IN OTHER WORDS….
23. “Never has there been a more exciting time for
all of us to explore this next great frontier …
where doing good, really is good for business.”
~Sir Richard Branson
24. 90% OF GLOBAL CITIZENS SAY THEY
WOULD BOYCOTT IF THEY LEARNED OF
IRRESPONSIBLE BEHAVIOR.”
http://www.conecomm.com/2013-‐global-‐csr-‐study-‐release
25. “EMBRACE TRANSPARENCY AND
OPENNESS LIKE NEVER BEFORE, AND
CONSUMERS WILL REWARD YOU FOR IT.”
“CONVERSELY, THEY MAY WELL VOTE
WITH THEIR WALLETS IF YOU DON’T.”
http://www.cohnwolfe.com/en/news/give-‐us-‐truth-‐us-‐uk-‐and-‐china-‐consumers-‐demand-‐honest-‐and-‐ethics-‐global-‐brands
32. SALES INCREASED BY 600%
IN FIRST TWO MONTHS
http://www.fool.com/investing/general/2014/02/11/brands-‐like-‐aerie-‐still-‐testing-‐the-‐waters-‐with-‐un.aspx
36. SEVENTEEN MAGAZINE
2012
Online petition against magazine airbrushing created by 8th grader
• 80,000 signatures from around
the world
• Seventeen Magazine agrees to
use “only images of real girls and
models who are healthy.”
37. TRUTH IN ADVERTISING ACT
2014
Bill introduced to Congress making it illegal to alter body images in ads.
Reintroduced to Congress in 2015.
45. B-CORPORATIONS
FOR-PROFIT COMPANIES THAT
PLEDGE TO ACHIEVE SOCIAL GOALS
AS WELL AS BUSINESS ONES.
Certified. Cannot abandon social mission. Shareholders can sue. More than 1,000 in the U.S.
47. 29 RIVAL GLOBAL CORPORATIONS
(including global advertising conglomerate Omnicom)
LAUNCH DIGITAL PLATFORM FOR
MILLENNIALS TO TAKE ACTION
AGAINST CLIMATE CHANGE.
http://linkis.com/gu.com/p/427t4/WAZ80
Image: Nicola Jones
49. “COLLECTIVELY WILL CONNECT
MILLENNIALS TO THE INNOVATIONS THAT
ARE SHAPING THE FUTURE, MAKING IT
EASY FOR THEM TO ACT, BUY, INVEST AND
PROMOTE THE IDEAS THAT THEY BELIEVE
IN. TO BE PART OF THE SOLUTION.”
50. “AS INDIVIDUALS WE ARE POWERLESS, BUT
COLLECTIVELY WE ARE POWERFUL. PEOPLE
ARE MOVING AWAY FROM THINKING
ABOUT MY WORLD, MY FAMILY AND MY
NEXT DOOR NEIGHBOR TO OUR WORLD.”
60. 1.Global citizens challenge businesses to solve social crises
2.Demographic shift to a post-generational world
3.Emergence of first Global Citizens. (‘Cultural Diplomats’)
4.Next generation of Social Institutions
TRENDS TO WATCH
64. CONSUMER BRAVERY =
RAISING VOICES AND DEMANDING CHANGE
ADVERTISING BRAVERY =
ABANDONING OUT-DATED (BUT SUCCESSFUL) TACTICS
IN FAVOR OF CONSUMER INVOLVEMENT, NEW
MESSAGING, NEW MEDIA
65. 1. When you hear the word 'advertising', what's your first reaction? Positive?
Negative? Why?
2. Has there ever been an advertisement that inspired you?
3. Has there ever been an advertisement that you felt was dishonest? That you
felt tried to manipulate you?
4. If so, did you take any action in response?
5. Do you agree that your generation has different expectations for
advertisements?
6. Are there any businesses that you find inspiring? If so, what about them do
you find inspiring?
7. Do you agree that business can / should solve social challenges?
8. What role do you feel that government can / should play in solving these
challenges?
QUESTIONS