PSFK Impact Debrief: Brand Growth
Transcript of PSFK Impact Debrief: Brand Growth
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LABS
@PSFK #ElevatingImpact
@psfk | #ElevatingImpact
SUMMARY PRESENTATION
HOW TO LEVERAGE SOCIAL GOOD TO DRIVE BRAND GROWTH
IMPACT DEBRIEF
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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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LABS
@PSFK #ElevatingImpact
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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LABS
@PSFK #ElevatingImpact
LABS
@PSFK #ElevatingImpact
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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LABS
@PSFK #ElevatingImpact
01
Change Incubators
Mission-Based Incubators,
Accelerators, Venture Funds
And In-House Innovation
Accelerate The Growth of
Good Business
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Sesame Street @sesamestreet
Venture Fund Invests In Startups Focused On Helping Children Grow
01 CHANGE INCUBATORS
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01 CHANGE INCUBATORS
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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
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LABS
@PSFK #ElevatingImpact
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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LABS
@PSFK #ElevatingImpact
02
Digital Assists
Mobile Technology,
Artificial Intelligence And
Data Analytics Allow
Companies To Empower
Individuals And Lend A
Helping Hand
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MasterCard @MasterCard
Digital Identities Allow Victims Of Disaster To Register For Aid
02 DIGITAL ASSISTS
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02 DIGITAL ASSISTS
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L’Oreal Brazil @LorealParisBR
Cosmetic Company Creates Audio Assistant To Help Visually Impaired Women Apply Makeup
02 DIGITAL ASSISTS
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02 DIGITAL ASSISTS
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Sprint @Sprint
Wireless Service Provider Gives Away One Million Devices To High School Students
02 DIGITAL ASSISTS
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02 DIGITAL ASSISTS
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LABS
@PSFK #ElevatingImpact
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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LABS
@PSFK #ElevatingImpact
03
Inclusive Culture
Making A Commitment To Diversity In
All Its Forms Through Internal
Practices And External Messaging
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COVERGIRL @COVERGIRL
MakeUp Brand Breaks Boundaries By Naming First Male Spokesmodel
03 INCLUSIVE CULTURE
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03 INCLUSIVE CULTURE
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Microsoft @Microsoft
Technology Company Hosts A Two Week Hands-On Academy for New Autism Hires
03 INCLUSIVE CULTURE
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03 INCLUSIVE CULTURE
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LABS
@PSFK #ElevatingImpact
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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LABS
@PSFK #ElevatingImpact
04
Radical Transparency
Transparent Business Operations
And Advocacy Efforts
Demonstrate An Authentic
Commitment To Social Good
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Apple @applesupport
Company Publicly Reports Child Labor And Human Rights Violations In Supply Chain
04 RADICAL TRANSPARENCY
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04 RADICAL TRANSPARENCY
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Campbell’s @Campbell’s
Food Industry Leader Supports Federal GMO Labeling Requirement Against Industry Norms
04 RADICAL TRANSPARENCY
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04 RADICAL TRANSPARENCY
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Everlane @Everlane
Retailer Responds To Lower Global Material Costs By Charging Lower Prices
04 RADICAL TRANSPARENCY
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04 RADICAL TRANSPARENCY
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LABS
@PSFK #ElevatingImpact
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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LABS
@PSFK #ElevatingImpact
05
Sustainability Engineering
Sustainability Practices
Incorporated Into Core Business
Activities Help Organizations To
Progress Towards Environmental
Goals
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Starbucks @Starbucks
Unpurchased Meals Donated To Community Food Banks
05 SUSTAINABILITY ENGINEERING
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05 SUSTAINABILITY ENGINEERING
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Adidas @adidas
3D-Printed Sneaker Made Out Of Ocean Plastics
05 SUSTAINABILITY ENGINEERING
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05 SUSTAINABILITY ENGINEERING
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Patagonia @PatagoniaProv
Outdoor Clothing Company Creates An Organic Beer Made Using Sustainable Farming Practices
05 SUSTAINABILITY ENGINEERING 05 SUSTAINABILITY ENGINEERING
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05 SUSTAINABILITY ENGINEERING 05 SUSTAINABILITY ENGINEERING
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LABS
@PSFK #ElevatingImpact
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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LABS
@PSFK #ElevatingImpact
06
Impact R&D
Socially-Minded Research And
Development Efforts Create
Shareable Insights And Inspire
Products With Net Positive Benefits
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Unilever @unilever
Public Health Campaign Decreases Disease While Increasing Sales
06 IMPACT R&D
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06 IMPACT R&D
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06 IMPACT R&D
Refettorio Gastromotiva @RefettorioBR
Celebrity Chefs Turn Food Waste Into Meals For Homeless At Rio 2016
06 IMPACT R&D
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06 IMPACT R&D
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06 IMPACT R&D
Innocent Drinks @innocent
Smoothie Company Creates Irra-Fresa App That Helps Farmers Reduce Water Use By 40%
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06 IMPACT R&D
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LABS
@PSFK #ElevatingImpact
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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LABS
@PSFK #ElevatingImpact
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
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Lokai @livelokai
Jewelry Brand Partners With Non-Profit To Create A Chatbot That Shows The Challenges Women Face In Ethiopia
07 IMMERSIVE EMPATHY
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07 IMMERSIVE EMPATHY
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TOMS @TOMS
Virtual Reality Experience Shows Viewers The Charitable Impact Of Their Purchases
08 INCREMENTAL IMPACT
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07 IMMERSIVE EMPATHY
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PRY @TenderClaws
Interactive Gaming Experience Reveals The Struggles Of Living With PTSD
07 IMMERSIVE EMPATHY
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07 IMMERSIVE EMPATHY
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LABS
@PSFK #ElevatingImpact
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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LABS
@PSFK #ElevatingImpact
08
Incremental Impact
Building Platforms That Empower
Consumers To Share Their Time,
Effort And Expertise In Small
Doses That Collectively Contribute
To Significant Results
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MapSwipe @themissingmaps
App Lets Volunteers Map Vulnerable Conflict Areas During Their Commute
08 INCREMENTAL IMPACT
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08 INCREMENTAL IMPACT
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HelpAround @Helparoundapp
App Creates Community For People With Diabetes To Share Advice
07 IMMERSIVE EMPATHY
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08 INCREMENTAL IMPACT
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LABS
@PSFK #ElevatingImpact
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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LABS
@PSFK #ElevatingImpact
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
LABS
@PSFK #ElevatingImpact
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LABS
@PSFK #ElevatingImpact
@psfk | #ElevatingImpact
SUMMARY PRESENTATION
HOW TO LEVERAGE SOCIAL GOOD TO DRIVE BRAND GROWTH
IMPACT DEBRIEF