Good Is the New Cool: Market Like You Give a Damn
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Transcript of 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
G O O D I S T H E N E W C O O L
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
G 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.
G O O D I S T H E N E W C O O L
#1 NEW RELEASE ON AMAZON
PHILANTHROPY AND CHARITY
G O O D I S T H E N E W C O O L
WHAT WAS HAPPENING AROUND US?
G O O D I S T H E N E W C O O L
BRANDS: DOING WELL BY DOING GOOD
G O O D I S T H E N E W C O O L
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
G O O D I S T H E N E W C O O L
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
G O O D I S T H E N E W C O O L
CULTURE
COMMERCE
CONSCIENCE
G O O D I S T H E N E W C O O L
WHY WAS THIS HAPPENING?
G O O D I S T H E N E W C O O L
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
G O O D I S T H E N E W C O O L
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.
G O O D I S T H E N E W C O O L
$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$$
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
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
G O O D I S T H E N E W C O O L
TECHNOLOGY IS DISRUPTING ADVERTISING LIKE IT DID THE MUSIC BUSINESS
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
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
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
PERSONAL: THE CRISIS OF MEANINGFULNESS IN MARKETING
G O O D I S T H E N E W C O O L
+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
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
G O O D I S T H E N E W C O O L
WHO WAS CREATING NEW MODELS?
G O O D I S T H E N E W C O O L
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
G O O D I S T H E N E W C O O L
KNOWYOUR
G O O D I S T H E N E W C O O L
5PURPOSE
5TH P
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
DON’T C H A S E
THE PAPER,
C H A S E THE DREAM.FROM THE MOVIE ‘NOTORIOUS’
G O O D I S T H E N E W C O O L
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 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
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
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
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
LEADWITH THE
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
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
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
DON’TADVERTISESOLVE
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
EPICSOLVE PROBLEMS
G O O D I S T H E N E W C O O L
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
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
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
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
BACKUP THEPROMISEWITH
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
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
G O O D I S T H E N E W C O O L
WHY IS THISIMPORTANT?
S O U R C E : G O O G L E I M A G E S
G O O D I S T H E N E W C O O L
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
G O O D I S T H E N E W C O O L
$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
G O O D I S T H E N E W C O O L
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
G O O D I S T H E N E W C O O L
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
G O O D I S T H E N E W C O O L
THINK TRANSFORMATIONAL NOT TRANSACTIONAL
S O U R C E : G O O G L E I M A G E S
G O O D I S T H E N E W C O O L
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
G O O D I S T H E N E W C O O L
NOW IT’S
UP TO YOU
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
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