Making Sustainable Living Commonplace – Embedding Social Impact into Brands
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Transcript of Making Sustainable Living Commonplace – Embedding Social Impact into Brands
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Making Sustainable Living Commonplace – Embedding Social Impact into Brands
Christine Cea Marketing Communications
Unilever
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MAKING SUSTAINABLE LIVING COMMONPLACE EMBEDDING PURPOSE INTO BRANDS
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• Text: Our challenge: Business and brands to be
the change that enables 9 billion to live
sustainably ,
• Image: planet from space at night?
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• Manufacturing + Suppliers + Consumers
•
• 3 Images: Manufacturing & Transport 5%; Raw
materials 26%; Consumers & Disposal 69%
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• Existing image of world from space and ‘Make
Sustainable Living Commonplace’ text
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CREATIVITY OR
EFFECTIVENESS?
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BRANDS NEED TO STAND FOR SOMETHING MORE
THAN JUST FEATURES AND BENEFITS.
EVERY GREAT BRAND HAS SOMETHING IN ITS DNA
THAT CAN BE CHANNELLED IN A POSITIVE WAY.
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INTELLECTUAL ARGUMENT
+ EMOTIONAL ENGAGEMENT
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A BRAND’S POINT OF VIEW AND PURPOSE NEEDS TO BE AUTHENTIC,
RELEVANT, CONSISTENT, HONEST AND TRANSPARENT.
MARKETERS OFTEN TIRE OF PROGRAMS
BEFORE THE CONSUMER GETS IT. IT TAKES A LONG TIME TO CHANGE BEHAVIOR.
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DOVE: SKETCHES
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ENGAGE ON AN EMOTIONAL LEVEL.
MOVE BEYOND MARKETING ATTRIBUTES TO MARKETING WITH ACTION.
MULTIFACETED AND MULTI-SECTOR
TRANSFORMATIONAL PARTNERSHIPS ARE NEEDED TO MAKE DRAMATIC PROGRESS
ON THE BIG ISSUES.
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LIFEBUOY: HAND WASHING
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LIFEBUOY: HELP A CHILD REACH 5
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MARKETING
SUSTAINABLE LIVING
+
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SEGMENT MESSAGING
TO REACH CONSUMERS AND CLOSE THE GAP BETWEEN
ATTITUDES AND BEHAVIORS.
HAVE A CLEAR MESSAGE AND CLEAR ASK.
NEED TO USE LANGUAGE THAT
HELPS PEOPLE TRANSFORM BEHAVIORS –
SO THAT DOING SO FEELS
MANAGEABLE AND NOT DAUNTING.
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SMALL ACTIONS
BIG DIFFERENCE
=
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PRICES WILL RISE IN THE LONG-TERM AND THUS SUSTAINABLE BRANDS
WILL NEED TO TIE BENEFITS OR SERVICES INTO THEIR PRODUCT.
PRICING INFLUENCES PEOPLE.
DEVELOP PRODUCTS THAT MAKE THE SUSTAINABLE CHOICE EASY,
ACCESSIBLE AND AFFORDABLE.
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COMMUNICATION
CO-CREATION
+
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BRAND EVANGELISTS CAN HELP SHIFT PARADIGMS, WORD OF MOUTH IS POWERFUL.
CRITICAL FOR COMPANIES TO INVOLVE
THEIR EMPLOYEES AS THEY ARE
THE CENTER OF A CULTURE
AND INTEGRAL TO A BRAND PURPOSE BEING AUTHENTIC.
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BRANDS
MARKETING
BETTER PLANET
+
=
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www.sustainable-living.unilever.com
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