3rd AnnualGravity Summit

Simon Mainwaring

PRESENTEDFebruary 22nd, 2011

David Suzuki

“We are in a giant car headed towards a brick

wall and everyone’s arguing over where

they’re going to sit.”

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Me First capitalism

Me First BusinessResult: Top 3 consumer concerns:• Honest and transparent business practices (84%) • Company I can trust (83%)• Quality products (83%)

Source: Edelman Trust Barometer 2011

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Me First Consumers

Result: • In 2011 the average U.S. household credit card debt is over $16,000.• Shift to mindful consumption

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Me First PlanetResults:• 14% of the Earth was covered with rainforest. Now it’s 6%. We’re losing 13 million hectares annually.• U.N.’s Green Economy Initiative reported in 2010 that the world’s oceans could be completely depleted of fish within 40 years.

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Me First CultureResult: U.S.In 2010, 44 million Americanslive below the official povertyline (1 in 7) with a record 41.8 million living on food stamps.

Result: Global1.4 billion people on the planetlive on less than $1.25/day and2.56 billion live on less than $2.00/day.

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Social business + social technology = social change.

Technology is teaching usto be human again.

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How real-time social media accelerates social change for citizens and consumers.1. One to one2. Communities 3. Across platforms4. Between consumers and brands 5. Between private sector and governments 6. Between real and virtual worlds

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How real-time social media transforms business.1. Self-interest: Business needs to redefine

self-interest. 2. Purpose: Corporations must merge profit &

purpose. 3. Sustainability: Companies must conduct

business in 5 sustainable ways (economic, social, ethical, moral, and environmental).

4. Values: Companies must instill values back into business to appeal to consumers.

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We First capitalism

The evolution of revolution

is contribution.

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What consumers want.• 83% are willing to change their consumption habits if it can help make tomorrow’s world a better place to live.

• 82% agree that supporting a good cause makes them feel better about themselves.

• 67% would switch brands if a different brand of similar quality supported a good cause.

Source: Edelman ‘Goodpurpose’ Survey

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How brands respond.1) Focus on sustainable business practices, not short term results2) Demonstrate leadership and commitment 3) Collaborate to advance progress4) Enlist consumers as their partners allowing them to co-author the brand’s story. 5) Build social capital, not just financial capital, through work that is meaningful to consumers. 6) Invite consumers to elect them every day. 7) Partner with consumers to become a third pillar of change. 

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Contributory consumption in the real and virtual worlds.• Retail/Credit cards: Check-outs & SwipeGood

• Online Platforms: Causecast, SocialVibe, SocialVest

• Mobile shopping: ‘Bump’ to purchase, pay, contribute

• Virtual goods: $2 billion 2011 to $6 billion by 2014

• Social gaming: Game theory dynamics 

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The best hope for business is the business of

hope.

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Thank you.@simonmainwaring wefirstbook.com