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The State of Activating Purpose: Research Data on Thousands of Purpose Driven Brand Campaigns
Ben RichardsRadley Yelder@RadleyYelder
Charlotte WestBusiness in the Community@lottie_west
© Radley Yeldar Ltd
Sustainable BrandsThe word-action gap
Ben RichardsConsulting Director
@benrichards81
Sustainable Brands
prepared by Radley Yeldar
September 2016
© Radley Yeldar Ltd
Our point of view
Brands with purpose use their unique position, expertise and capabilities to deliver things that matter to individuals,
society or the world
3
© Radley Yeldar Ltd
The most powerful purposes arise from what a brand is good at, their passions and meeting a world need
4
Purpose
What are you good at?
What does the world need?
What’s your passion?
© Radley Yeldar Ltd
The most important bit, from our perspective
5
Being purposeful is more than worthy words. It’s about
getting your business behind it, to make a bigger difference
© Radley Yeldar Ltd
Fir for Purpose: 2,700 data points across four criteria
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Purpose and story Communications Performance Behaviour
A great purpose and story is authentic,
visionary and inspirational. It gives the
brand focus and direction.
Using communication channels to engage your
audience builds momentum and creates a movement —inspiring everyone to get involved
and play their part.
Purpose needs to run deeper than just
communications. It should be at the heart of the way you do business,
set ambitions and monitor progress.
In a purposeful company, employees are engaged and keenly contribute to
the achievement of purpose related goals
© Radley Yeldar Ltd
The word-action gap
8
Words ActionsPurpose and story Communications Performance Behaviour
© Radley Yeldar Ltd
Walmart
11
Rank: 76Walmart helps people around the world save money and live better - anytime and anywhere
Purpose and story80.0%
Communications55.0%
Performance30.0%
Behaviour32.1%
Words > Actions-41.0%
© Radley Yeldar Ltd
Roche
12
Rank: 23Doing now what patients need next
Purpose and story82.9%
Communications70.0%
Performance30.0%
Behaviour75.0%
Words > Actions-24.5%
© Radley Yeldar Ltd
BASF
13
Rank: 16We create chemistry for a sustainable future
Purpose and story74.3%
Communications85.0%
Performance65.0%
Behaviour50.0%
Words > actions-7.6%
© Radley Yeldar Ltd
Total
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Rank: 60Total's mission is to responsibly enable as many people as possible to access energy in a world of constantly growing demand, by focusing on three basic cornerstones: ethics, safety and corporate social responsibility.
Purpose and story62.9%
Communications65.0%
Performance45.0%
Behaviour50.0%
Words > actions-9.5%
© Radley Yeldar Ltd
IKEA
15
Rank: 23To create a better everyday life for the many people
Purpose and story65.7%
Communications85.0%
Performance55.0%
Behaviour80.0%
Words = actions0.0%
© Radley Yeldar Ltd
Reckitt Benckiser
16
Rank: 7Health is no longer just the absence of illness, it’s being able to lead a fitter and happier life. Our responsibility is to help people achieve this.
Purpose and story77.1%
Communications70.0%
Performance90.0%
Behaviour71.4%
Words = Actions0.0%
© Radley Yeldar Ltd
Nestlé
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Rank: 8We enhance lives with science-based nutrition and health solutions for all stages of life, helping consumers care for themselves and their families.
Purpose and story68.6%
Communications90.0%
Performance75.0%
Behaviour67.9%
Words < Actions 9.0%
BT Group
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Rank: 13Using the power of communications to create a better world.
Purpose and story48.6%
Communications80.0%
Performance90.0%
Behaviour53.6%
Words < Actions 26.0%
© Radley Yeldar Ltd
HEINEKEN
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Rank: 41We have a passion for quality and bringing enjoyment to life, whilst respecting individuals, society and the planet.
Purpose and story40.0%
Communications65.0%
Performance70.0%
Behaviour64.3%
Words < Actions 26.4%
© Radley Yeldar Ltd
So, what does all that mean?
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Support Service-8.2%
Technology, Media & Telecoms
-13.9%
Retail-7.6%
Real Estate-7.9%
Oil & gas-10.4%
Industrials-14.3%
Healthcare-16.9%
Basic Materials-11.4%
Consumer Goods-4.7%
Banks-6.9%
Financial Services-4.3%
Utilities-8.1%
© Radley Yeldar Ltd
We’d love to talk some moreBen Richards
Consulting Director, Radley [email protected]
22
How can companies embed purpose into their brand?
Charlotte West, Marketplace DirectorBusiness in the Community
@bitc@lottie_west
Pavlina Jane
There has been a values shift
According to Edelman’s 2016 Trust Barometer
80% of people surveyed globally
believe that companies can play a leading role in solving society’s problems while still making profits.
@bitc@lottie_west