Viewpoints for Business in 2015: Progress and Purpose...- Howard Schultz, CEO, Starbucks...
Transcript of Viewpoints for Business in 2015: Progress and Purpose...- Howard Schultz, CEO, Starbucks...
GlobeScan Webinar Viewpoints for Business in 2015:
Progress and Purpose
15 January 2015
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PRESENTERS
Chris Coulter CEO
Femke de Man Director
Caroline Holme Director
James Morris Director
Eric Whan Director
Risk and Opportunity for Reputation and Trust
Transparency and Engagement
Corporate Purpose
Market Opportunity: The Aspirationals
> > > > Moderator >
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EVIDENCE AND IDEAS. APPLIED
Femke de Man
Risk and
Opportunity for
Reputation and
Trust
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THE WORLD HAS CHANGED
Low trust is the new normal for businesses:
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BENEFITS OF STRONG REPUTATION
A strong reputation delivers three types of equity:
• Stakeholder Equity: Greater opportunities for partnerships and market entry, more influence on policy and better risk management
• Brand Equity: Increased market share,
enhanced customer and investor loyalty and stronger supplier allegiance
• Talent Equity: More motivated work force,
higher employee retention and increased talent attraction
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STRONGER INTERNAL ALIGNMENT ALLOWS FOR BETTER
MANAGEMENT OF RISKS AND OPPORTUNITIES
Caroline Holme
Transparency
and
Engagement
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TRANSPARENCY AS DRIVER OF TRUST
‘Being open and honest’ is a key
driver of trust in brands
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LEADERS AGREE
“The currency of leadership
is truth and transparency.”
- Howard Schultz, CEO, Starbucks
“Proactive disclosure is now the expectation in the
stakeholder community.” – Matthew Kirk, Vodafone
“Listening is really critical, being receptive, and working closely with key stakeholders.”
– Kerry O’Callaghan, GSK
“Today we can open it up and listen to everybody.”
– Harriet Lamb, Fairtrade International
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BENEFITS OF TRANSPARENCY
• Strong Reputation
• Talent Equity
• Sustainability Performance
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NEED FOR IMPROVEMENT
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DIFFERENT TOOLS: COLLABORATION FORUMS
James Morris
Corporate
Purpose
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BIGGERING FOR BIGGERING’S SAKE
The Once-ler was
intent on “biggering”.
His purpose was simply
to sell “more Thneeds”
and to bigger his money, “which
everyone needs.”
(The Lorax by Dr. Seuss, 1971)
But we know he
ignored The Lorax and
was “left ‘neath the bad smelling sky” with
just his “big empty
factory.”
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DEFINING CORPORATE PURPOSE
An explicitly stated vision that defines the
value that the company seeks to create,
directs key business decisions in the way the
value is created, defines how it contributes to
society, and aligns everyone in the business
towards a common purpose.
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WHY CORPORATE PURPOSE?
Little
attachment 73% of all brands could disappear and consumers wouldn’t care.
Employees want to believe 72% of college students
want a job in which they
can make an impact.
A lot of external
pressures on
business.
is at an
all-time
low
(Havas Meaningful Brand Index 2013) (Net Impact: What Workers Want Report 2012)
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LEADERS RECOGNIZE THE NEED
Janet Voûte, Global Head of Public Affairs, Nestlé “[Corporate purpose] is essential. The shift at Nestlé from being a food and beverage company to being a nutrition, health and wellness company is all about purpose. It is not only a clear business strategy it addresses obvious societal needs. You will see other companies making this kind of shift. You need clarity of purpose to address business and societal needs in a targeted fashion.”
Ola Lindell is the Commercial Director, IKEA
“People the world over crave more meaning in their lives. If we as businesses can’t make our business meaningful to human beings in their own lives, we’ll miss the opportunity to be truly leading brands in the marketplace of today and tomorrow.”
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LEADERS RECOGNIZE THE NEED
“Leadership is not just about giving energy but it's unleashing other people's energy, which comes from buying into that sense of purpose. But if that purpose isn't strong enough in a company, if the top doesn't walk the talk, then the rest will not last long. The key thing for CEOs is to make that a part of your operating model.”
Paul Polman, CEO, Unilever
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“BIGGERING” WITH PURPOSE
Nourishing families so they can flourish and thrive.
Our purpose is to use the power of communications to make a better world. By bringing together the best networks and technology with the expertise of our people, we make connections and create new possibilities.
Our purpose is to make sustainable living commonplace. We work to create a better future every day, with brands and services that help people feel good, look good, and get more out of life.
To connect people to what's important in their lives through friendly, reliable, and low-cost air travel.
Eric Whan
Market Opportunity:
The Aspirationals
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A RECEPTIVE AND ENGAGED SEGMENT OF THE POPULATION READY
FOR PURPOSEFUL COMPANIES
Mat
eri
alis
m
Sustainability
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ASPIRATIONALS ARE EVERYWHERE
China 51%
India 58%
USA 34%
UK 41%
Russia 47%
Spain 32%
Peru 42%
South Korea 53%
Germany 23%
Argentina 21%
Indonesia 46%
Mexico 21%
Brazil 33%
% of Population Who Are Aspirationals 18 Countries, 2014
Pakistan 38%
Australia 40%
France 24%
Nigeria 43%
Canada 41%
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TRUST BY INDUSTRY SECTORS
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PANEL DISCUSSION AND Q&A
Chris Coulter CEO [email protected]
Femke de Man Director [email protected]
Caroline Holme Director [email protected]
James Morris Director [email protected]
Eric Whan Director [email protected] @cdjcoulter @femdeman @CarolineEHolme @JimAtGlobescan @EricWhan
THANK YOU FOR
JOINING US
TODAY!
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