Good Is the New Cool: Market Like You Give a Damn

Catalant presents:

Good Is the New Cool

G O O D I S T H E N E W C O O L

I S T H E N E W

@afdhelaziz @mrbobbyjones@afdhelaziz @mrbobbyjones@afdhelaziz @mrbobbyjones


WHO WE ARE

THE TWO MOST

IMPORTANT DAYS IN

YOUR ARE THE

DAY YOU WERE B O R N

- AND THE DAY YOU

F IND OUT WHY.MARK TWAIN, WRITER

G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L


OUR PURPOSEWe wrote this book to serve the world changers; the innovators and provocateurs that believe in using business and culture as forces for good.


#1 NEW RELEASE ON AMAZON

PHILANTHROPY AND CHARITY


WHAT WAS HAPPENING AROUND US?


BRANDS: DOING WELL BY DOING GOOD


01 Grew even faster than

they did in 2014

02Delivered nearly half

Unilever’s growth

03 Grew significantly

faster than the rest of the business

04Included — Knorr, Dove, Dirt Is Good,

Lipton and Hellmann’s

UNILEVER SUSTAINABLE LIVING BRANDS SUMMARY:

MAJOR MULTI-NATIONALS WERE SEEING THE SAME THING


LEBRONJAMES

THE ARCHITECTS OF COOLARE ACTIVISTS LADY GAGABEYONCÉ

G O O D I S T H E N E W C O O L G O O D I S T H E N E W C O O L

PENCILS FOR PROMISE

CHARITYWATER

GLOBAL CITIZENFESTIVAL

THE NEWNON PROFITSHARNESSING THE POWER OF COOL


CULTURE

COMMERCE

CONSCIENCE


WHY WAS THIS HAPPENING?


NEW EXPECTATIONS

33+33+34 TECHNOLOGICAL DISRUPTION

CRISIS OF MEANINGFULNESS

from Millennials and Gen-Z of the brands in their lives of traditional advertising - and

the opportunities it created

within the marketing and advertising communities

THREE KEY DRIVERS


MILLENNIALS & GEN Z HAVE HIGHER EXPECTATIONS OF BRANDS

NEARLY 64% WON’T TAKE A JOB if a potential employer doesn’t have strong

corporate social responsibility (CSR) practices.

85% OF GEN Z EMPLOYEES believes companies have an obligation

to help solve social problems.


$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$

95%

$2.5 TRILLIONMILLENNIALS HAVE A GLOBAL ANNUAL SPENDING POWER OF

WOULD SWITCH FOR A GOOD CAUSE

EVERY YOU

SPEND ,

YOU’RE CAST ING

A V O T FOR THE

K IND OF WORLD

YOU WANT.ANNE LAPPE, WRITER AND ACTIVIST



TECHNOLOGY IS DISRUPTING ADVERTISING LIKE IT DID THE MUSIC BUSINESS


275 MUSERS

JAN 2010 JAN 2011 JAN 2012 JAN 2013 JAN 2014 JAN 2015 JAN 2016

50 M

100 M

150 M

200 M

250 M

275 M

THE GLOBAL RISE OF AD BLOCKERS



PERSONAL: THE CRISIS OF MEANINGFULNESS IN MARKETING


+13+3513% 35%13+16

13% 16%

13+1513% 15%

11+2311% 23%

MARKETERS

CONSUMERS

Advetising/Marketing

DancerActor/Actress PR Professional

LEAST FOUR VALUABLE PROFESSIONS TO SOCIETY

THE CRISIS OF MEANINGFULNESS IN MARKETING

HOW DO WE

DO THAT

GETS US INTO

THE MOUNTAI N?JEFF BENJAMIN, CREATIVE



WHO WAS CREATING NEW MODELS?


MEMBERS OF

THE MOVEMENT

HOW TO MAKE MONEY & DO GOOD BY HARNESSING THE POWER OF COOL

6PEOPLE

ARE THE NEW

MEDIA 14+14+15+14+14+14+15THEGOODIS THE

NEW COOLMODEL

1KNOW YOUR

PURPOSE2

FIND YOUR ALLIES

3THINK

CITIZENS NOT

CONSUMERS

4LEAD WITH THE COOL

5DON’T ADVERTISESOLVE PROBLEMS

7BACK UP THE

PROMISE WITH THE PROOF


KNOWYOUR


5PURPOSE

5TH P



DON’T C H A S E

THE PAPER,

C H A S E THE DREAM.FROM THE MOVIE ‘NOTORIOUS’


MY JOB ISN ’T TO

BE REMEMBERED.

MY JOB IS TO

L E A V E A P O S I T I V E

IMPACT THROUGH

MY FAMILY AND

MY WORK.SCOOTER BRAUN, ENTREPRENEUR

FINDYOUR


G O O D I S T H E N E W C O O L G O O D I S T H E N E W C O O LG O O D I S T H E N E W C O O L

THERE ARE SO MANY

MODELS OUT THERE…

WHETHER YOU ARE

A RETA IL B R A N D OR

A LUXURY B R A N D ,

THAT HAVEN’T BEEN

THOUGHT OF AS YET. JENIFER WILLIG,

FOUNDER WHOLE WORLD WATER

THINK

NOTCONSUMERS



I F PEOPLE

WEREN’T PART OF

IT, THEY HAD NO

OW N E R S H I P

OF IT. F E R N A N D A R O M A N O ,

C R E AT I V E


LEADWITH THE



WE KNOW WHAT

WE STAND FOR AT

i am OTHER;

WE KNOW WE STAND FOR

IND IV IDUAL ITY. PEOPLE

EXPECT NEW IDEAS FROM

US , TH INGS THAT HAVEN’T

BEEN DONE BEFORE. M I M I VA L D E Z ,

C H I E F C R E AT I V E O F F I C E R , I A M O T H E R


DON’TADVERTISESOLVE



EPICSOLVE PROBLEMS


WE ARE FACING

AN E R A WHEN

HUMANITY WILL

THOSE

BRANDS WHOSE

PRODUCTS DO NOT

SOLVE A NEED. M A R C O V E G A ,

C O - F O U N D E R W E B E L I E V E R S

ARE THENEW MEDIA



MUSIC HAS A WAY

OF S H I N I N G A L IGHT

ON WHAT ’S GOING

ON N O W IN A WAY

THAT NO SPEECH,

NO BOOK, NO

H ISTORIAN CAN DO.JAHA JOHNSON,

MANAGER COMMON + USHER


BACKUP THEPROMISEWITH



WHEN YOU’RE BE ING

A R E V O L U T I O N A R Y

OR P IONEER OR

ACTUALLY TRY ING TO

C H A N G E THE WORLD,

YOU ’RE GOING TO

P ISS PEOPLE OFF.BOBBY CAMPBELL, MANAGER, LADY GAGA


WHY IS THISIMPORTANT?

S O U R C E : G O O G L E I M A G E S


Leading edge

Social Activism

Authenticity

Popularity

Quality

Intelligence

Trust

Lighthearted

Simplicity

0 0.1 0.2 0.3 0.4 0.5 0.6 0.7 0.8

“Social Activism”: Factor combining social, social responsibility and energy Source: US BAV 2016 Total Adults

CORRELATION WITH BRAND STRENGTH

SOCIAL ACTIVISM IS A STRONG DRIVER OF BRAND STRENGTH


$140

$130

$120

$110

$100

$90

$80

2015 1/2 2/2 3/2 4/2 5/2 6/2 7/2 8/2 9/2 10/2 11/2 12/2

SOCIALLY RESPONSIBLE BRANDS UP 26% vs. S&P 500 DOWN 1%

SOCIALLY RESPONSIBLE BRANDS

S&P 500

SOCIAL RESPONSIBILITY BUILDS WEALTH

Source: BAV Consulting Analysis, 2016


EVOLVEOR DIE

1960 1965 1970 1975 1980 1985 1990 1995 2000 2005 2010 2015 2020 2025

70

60

50

40

30

20

10

Source: Yale University

THE AVERAGE LIFESPAN

OF AN S&P 500 COMPANY HAS SHRUNK FROM 67 YEARS TO 15 YEARS

PROJECTIONS BASED ON CURRENT DATA


80+12+8CORPORATIONS HAVE MORE RESOURCES THAN GOVERNMENTS

WHERE ARE THE

RESOURCES?

NONPROFITS $1.2 Trillion

GOVERNMENT $3.1 Trillion

CORPORATIONS $20.1 Trillion

Source: Michael Porter Ted.com


THINK TRANSFORMATIONAL NOT TRANSACTIONAL

S O U R C E : G O O G L E I M A G E S


Find your AlliesStart with what you haveClarity follows actionDon’t fear brandwashingRespect the ProportionsPractice the Golden RuleAdd some good to the briefShare your WorkPay it Forward

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9 STEPS TO GET STARTED


NOW IT’S

UP TO YOU


I S T H E N E W

@afdhelaziz @mrbobbyjones@afdhelaziz @mrbobbyjones@afdhelaziz @mrbobbyjones

Good Is the New Cool: Market Like You Give a Damn

Marketing

Transcript of Good Is the New Cool: Market Like You Give a Damn