PSFK Impact Debrief: Brand Growth

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@PSFK #ElevatingImpact

@psfk | #ElevatingImpact

SUMMARY PRESENTATION

HOW TO LEVERAGE SOCIAL GOOD TO DRIVE BRAND GROWTH

IMPACT DEBRIEF

PSFKBUSINESS INTELLIGENCE

Since 2004, PSFK has helped global corporations concept better products, services, communications and experiences. Our researchers, analysts and designers leverage a unique research process with unparalleled access to experts to identify and develop new business opportunities for brands through:

PSFK.com Innovation Portal

• Daily Content

• Trends Report

Events

• Immersion Workshops & Tours

• Expert PanelsI

• Conferences

Consulting

• Trends-Led Strategy

• Product And Service Concepting

• Future Customer Journeys

• Prototyping

• Brand Development

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Consumer Attitudes

Consumers are willing to compromise quality, pay more or

reduce how much they buy if it will have a positive impact on

social or environmental issues. Global CSR Study Cone Communications/Ebiquity, 2015

72%

Business Impact

of MBA candidates would take a 15% salary cut for a job

that makes a social difference in the world. Wicked Opportunities Report, Deloitte University Press, 2015

Tesla, Whole Foods, Ikea, Target and GE each generate $1

billion+ in annual revenue from products or services that have

sustainability or social good at their core.

Freya Williams, CEO, North America, Futerra

The Social Good Landscape

of Gen Z are willing to pay extra for products and services

from companies dedicated to social and environmental change.Consumer Loyalty Stats, Nielsen, 2016

83%

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8 Emerging Trends In Good Business

1. CHANGE INCUBATORS

2. DIGITAL ASSISTS

3. INCLUSIVE CULTURE

4. RADICAL TRANSPARENCY

5. SUSTAINABILITY ENGINEERING

6. IMPACT R&D

7. IMMERSIVE EMPATHY

8. INCREMENTAL IMPACT

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01

Change Incubators

Mission-Based Incubators,

Accelerators, Venture Funds

And In-House Innovation

Accelerate The Growth of

Good Business

Sesame Street @sesamestreet

Venture Fund Invests In Startups Focused On Helping Children Grow

01 CHANGE INCUBATORS

Chobani @chobani

Yogurt Company Launches Incubator For Natural-Food Company Start-Ups

01 CHANGE INCUBATOR

Chobani @Chobani

Yogurt Company Launches Incubator For Natural-Food Company Start-Ups

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01

Change Incubators

• What is a social problem that is core to your brand’s mission?

• What are the internal resources or expertise that your brand can provide?

• What external partners can you tap into to accelerate innovation or scale impact?

• What infrastructure is required to help consumers create impact on a local or community level?

NEXT STEPS

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02

Digital Assists

Mobile Technology,

Artificial Intelligence And

Data Analytics Allow

Companies To Empower

Individuals And Lend A

Helping Hand

MasterCard @MasterCard

Digital Identities Allow Victims Of Disaster To Register For Aid

02 DIGITAL ASSISTS

02 DIGITAL ASSISTS

L’Oreal Brazil @LorealParisBR

Cosmetic Company Creates Audio Assistant To Help Visually Impaired Women Apply Makeup

02 DIGITAL ASSISTS

02 DIGITAL ASSISTS

Sprint @Sprint

Wireless Service Provider Gives Away One Million Devices To High School Students

02 DIGITAL ASSISTS

02 DIGITAL ASSISTS

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02

Digital Assists

• What areas of expertise can your brand can leverage to serve new communities?

• In what ways can your brand use existing resources to create opportunities for marginalized populations?

• What improvements can be made to organizational processes to empower your workforce to teach others?

• Can you leverage the knowledge of consumers to provide assistance?

NEXT STEPS

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03

Inclusive Culture

Making A Commitment To Diversity In

All Its Forms Through Internal

Practices And External Messaging

COVERGIRL @COVERGIRL

MakeUp Brand Breaks Boundaries By Naming First Male Spokesmodel

03 INCLUSIVE CULTURE

Microsoft @Microsoft

Technology Company Hosts A Two Week Hands-On Academy for New Autism Hires


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03

Inclusive Recruitment

• Have you performed a comprehensive assessment of diversity within your organization?

• How can you leverage the diversity of your organization to reach new consumers?

• How can you change brand marketing and storytelling to celebrate the diversity of your audience?

NEXT STEPS

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04

Radical Transparency

Transparent Business Operations

And Advocacy Efforts

Demonstrate An Authentic

Commitment To Social Good

Apple @applesupport

Company Publicly Reports Child Labor And Human Rights Violations In Supply Chain

04 RADICAL TRANSPARENCY

Campbell’s @Campbell’s

Food Industry Leader Supports Federal GMO Labeling Requirement Against Industry Norms


Everlane @Everlane

Retailer Responds To Lower Global Material Costs By Charging Lower Prices


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04

Radical Transparency

• Can you solicit a third-party assessment of current operations and identify opportunities for improvement?

• What changes can be made to how your brand defines, publishes and reports on its sustainability goals?

• How are you soliciting feedback from your consumers and demonstrating that their voices are being heard?

NEXT STEPS

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05

Sustainability Engineering

Sustainability Practices

Incorporated Into Core Business

Activities Help Organizations To

Progress Towards Environmental

Goals

Starbucks @Starbucks

Unpurchased Meals Donated To Community Food Banks

05 SUSTAINABILITY ENGINEERING

Adidas @adidas

3D-Printed Sneaker Made Out Of Ocean Plastics


Patagonia @PatagoniaProv

Outdoor Clothing Company Creates An Organic Beer Made Using Sustainable Farming Practices

05 SUSTAINABILITY ENGINEERING 05 SUSTAINABILITY ENGINEERING

05 SUSTAINABILITY ENGINEERING 05 SUSTAINABILITY ENGINEERING

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05

Sustainability Engineering

• Can you improve the use of technology and data analytics to measure waste reduction and consumption?

• Are there opportunities for your brand to participate in the circular economy?

• What systems can you leverage or create to help your consumers take an active role in conservation efforts?

NEXT STEPS

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06

Impact R&D

Socially-Minded Research And

Development Efforts Create

Shareable Insights And Inspire

Products With Net Positive Benefits

Unilever @unilever

Public Health Campaign Decreases Disease While Increasing Sales

06 IMPACT R&D

06 IMPACT R&D

06 IMPACT R&D

Refettorio Gastromotiva @RefettorioBR

Celebrity Chefs Turn Food Waste Into Meals For Homeless At Rio 2016

06 IMPACT R&D

06 IMPACT R&D

06 IMPACT R&D

Innocent Drinks @innocent

Smoothie Company Creates Irra-Fresa App That Helps Farmers Reduce Water Use By 40%

06 IMPACT R&D

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06

Impact R&D

• Does your brand have unique strengths and capabilities that can be leveraged to solve macro problems?

• Can you identify good business goals and benchmarks that you can incorporate into innovation and manufacturing efforts?

• How can you share key insights and best practices to amplify impact?

• Does your company offer employee intrapreneurship opportunities that can contribute to company-wide social goals?

NEXT STEPS

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07

Immersive Empathy

Using Emerging Storytelling

Technologies To Connect Viewers

More Deeply With The Realities Of

Individuals Around The Globe And

Impacts Of Social Good Efforts

Lokai @livelokai

Jewelry Brand Partners With Non-Profit To Create A Chatbot That Shows The Challenges Women Face In Ethiopia

07 IMMERSIVE EMPATHY

TOMS @TOMS

Virtual Reality Experience Shows Viewers The Charitable Impact Of Their Purchases

08 INCREMENTAL IMPACT

PRY @TenderClaws

Interactive Gaming Experience Reveals The Struggles Of Living With PTSD


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07

Immersive Empathy

• How can you leverage the power and reach of your brand to change the conversation?

• What unique storytelling tools can your brand leverage to expand the strength and scope of your message?

• What tools can you provide to enable your customers to share stories around the issues that are important to them?

NEXT STEPS

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08

Incremental Impact

Building Platforms That Empower

Consumers To Share Their Time,

Effort And Expertise In Small

Doses That Collectively Contribute

To Significant Results

MapSwipe @themissingmaps

App Lets Volunteers Map Vulnerable Conflict Areas During Their Commute


HelpAround @Helparoundapp

App Creates Community For People With Diabetes To Share Advice


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08 Incremental ImpactTHOUGHT STARTERS

• Can you identify contributions that consumers can make that will collectively ladder up to a larger impact?

• What are areas or causes central to your organization where contributions and crowdsourcing are necessary?

• Does your brand have access to resources to develop a community-driven platform?

• How does your organization quantify the impact of the platform?

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Identify And Unify Around A Relevant Social Problem

Promote Cross-Functional Integration

Incentivize And Empower Employees

Create Value By Maximizing Sustainability Efforts

Deliver Transparency

Fundamentals For CorporateSocial Innovation

1

2

3

4

5

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@psfk | #ElevatingImpact

SUMMARY PRESENTATION

HOW TO LEVERAGE SOCIAL GOOD TO DRIVE BRAND GROWTH

IMPACT DEBRIEF

PSFK Impact Debrief: Brand Growth

Business

Transcript of PSFK Impact Debrief: Brand Growth