3. Re:Purpose
86% of global consumers Top brands and companies
still believe that business more committed than ever.
needs to place at least
equal weight on society‟s Purpose proves
interests as on business‟ its place as a Purpose
interests. source of new goes DIY
and renewed
revenue.
3
4. Fifth Global Consumer Study 2012 Indicates Global Data
What consumers have to say… Indicates Japan Data
CANADA INDIA
500 500
BRAZIL CHINA
500 500
US JAPAN
500 500
UK UAE
500 500
FRANCE GERMANY
500 500
NETHERLANDS ITALY
500 500
BELGIUM INDONESIA
500 500
SINGAPORE MALAYSIA
500 500
StrategyOne surveyed 8,000 consumers across 16 countries, aged 18+
4
5. Consistent Commitment; Diverse Opportunity
Improving the quality of healthcare 89%
Protecting the environment 89%
Ensuring access to safe drinking water 86%
Equal opportunity to education 86%
Stopping relationship violence and abuse 84%
Reducing poverty 84%
Aiding in disaster relief 83%
Alleviating hunger and homelessness 83%
Supporting human and civil rights 83%
Encouraging tolerance for people who are different 82%
Fighting the spread of global disease and pandemics 80%
Helping to raise people's self-esteem 78%
Supporting animal rights 74%
Supporting the creative arts 67%
Q8-21. [TRACKING] How much do you personally care about the following good causes? (Top 2 Box, Care a great deal/Somewhat) 16-country global total
5
6. But, Differences Exist in Local Markets (JAPAN)
Protecting the environment 85%
Aiding in disaster relief 85%
Ensuring access to safe drinking water 83%
Improving the quality of healthcare 82%
Encouraging tolerance for people who are different 76%
Fighting the spread of global disease and pandemics 75%
Reducing poverty 73%
Stopping relationship violence and abuse 70%
Equal opportunity to education 70%
Supporting human and civil rights 67%
Alleviating hunger and homelessness 65%
Supporting animal rights 61%
Helping to raise people's self-esteem 56%
Supporting the creative arts 56%
Q8-21. [TRACKING] How much do you personally care about the following good causes? (Top 2 Box, Care a great deal/Somewhat) Japan
6
7. The License to Lead The Reengineering
of Brand Marketing
5 Years of
goodpurpose
The New
Purpose Bull Markets The Me in We
7
8. 5 Years of Purpose
The Reengineering of Brand Marketing
9. The Power of Purpose
From product innovation and R&D, to
supply chain optimization and 360
marketing, our study reveals it is the
power of Purpose that is helping to drive
consumer preference in a world where
trust in corporations is low and
differentiation between brands is
negligible
11. Profit + Purpose: The New Normal
It is OK for brands to support good causes and make money at the same time
+33% +59%
90% 90%
80% 76% 80%
70% 70%
70% 68% 70%
60%
60% 57% 60%
53%
50% 50% 44%
40% 40%
30% 30%
20% 20%
2008 2009 2010 2012 2008 2009 2010 2012
Q40-46. [TRACKING] Below are some things that people have said about supporting good causes. How much do you agree or disagree with each of the following statements?
“IT IS OK FOR BRANDS TO SUPPORT GOOD CAUSES AND MAKE MONEY AT THE SAME TIME”
(Top 2 Box, Agree) 10-country global total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE) and Japan
11
12. Social Purpose as Purchase Trigger
When quality and price are the same, Social Purpose most important factor
60% + 26% 60% + 110%
53%
50% 50%
43% 44%
42% 41%
40% 40%
29%
30% 30%
21% 22%
20% 20%
10% 10%
0% 0%
2008 2009 2010 2012 2008 2009 2010 2012
Q48. [TRACKING] Now, if you had to choose between two brands that were the same in quality and price, please rank the following remaining factors from 1 to 3 in the order
that would affect your decision when selecting a brand where 1 is the most important factor and 3 is the least important.
10-country global total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE) (% WHO RANKED SOCIAL PURPOSE FIRST) and Japan
12
13. Social Purpose Means More in Japan
If cost were not a factor, which of the following items would you prefer to have?
Large Home VS Environmentally-friendly Home Luxury Car VS Hybrid Car
10% 7%
19% 21%
81% 90% 79% 93%
Home
Vehicle
Designer Brand VS Brand that Helps Support Livelihood of Local Producers Job that Allows You to Attain Great Personal Achievement VS
Job that Allows You to Give Back to Society
19% 15%
26%
37%
63%
81% 85% 74%
Brand Occupation
Q32. [TRACKING] If cost were not a factor, which of the following items would you prefer to have? (Select one from each category) 16-country global total and Japan
13
14. Consumers Prefer Purpose
2008 52% 2008 44%
2009 2009
RECOMMEND 64%
+ 39%
60%
+ 32%
2010 63% 2010 39%
2012 72% 2012 58%
2008 53% 2008 35%
PROMOTE 2009 59%
+ 34%
2009 45%
+ 86%
2010 62% 2010 40%
2012 71% 2012 65%
2009 2009
SWITCH
67% 57%
2010 63%
+ 9% 2010 48%
+ 12%
2012 73% 2012 64%
Q40-46. [TRACKING] Below are some things that people have said about supporting good causes. How much do you agree or disagree with each of the following statements?
(Top 2 Box, Agree) 10-country global total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE) and Japan
14
15. Purchase Frequency
„At Least Monthly‟ purchases of cause-supporting
brands increased by 47% from 2010 – 2012 globally,
67% in Japan
2010 2012 2010 2012
34% 19%
EVERY 6 TO 12 EVERY 6 TO 12
MONTHS MONTHS
25%
EVERY 6 TO 12
23% MONTHS
32% 47% EVERY 6 TO 12
MONTHS
AT LEAST AT LEAST 20%
MONTHLY
MONTHLY 12% AT LEAST
AT LEAST MONTHLY MONTHLY
15
17. The New Imperative
Rather than merely exercising their
“license to operate,” leading brands
and corporations of the future must
move beyond operational imperatives
and social add-on‟s to establish their
“license to lead.”
18. Business is Struggling to Meet Expectations
Performance Gap in Addressing Societal Issues
Business should place at least equal weight on society's interests and business' interests
Business is performing well in addressing societal issues
94%
90% 89% 91% 90%
87% 87% 87% 87% 86% 87% 85%
84% 84% 84% 83%
79%
58%
49%
42% 42%
28% 30%
25% 26% 27%
21% 23% 23% 22%
20% 18%
13% 15%
Q49. [TRACKING] Thinking about society’s interests and business’ interests, how much weight should each interest have in business decisions? (Net: At least equal weight on
society’s interests) 16-country global total and across 16 countries
Q34. Thinking about the ways you believe business in general should be addressing societal issues, how would you rate business in general’s performance in addressing
societal issues? (Top 2 Box, Excellent/Good) 16-country global total and across 16 countries 18
19. The Role of the CEO
CEOs must think proactively about using their business to address issues
51%
MAKE A LONG-TERM COMMITMENT TO SOCIETAL ISSUES
55%
COMMUNICATE EFFORTS TO ADDRESS SOCIETAL ISSUES 49%
51%
PUBLICALLY SUPPORTING SOCIETAL ISSUES 44%
55%
MOTIVATE EMPLOYEES TO TAKE PART 44%
52%
CREATE SOCIALLY RESPONSIBLE AND INNOVATIVE PRODUCTS 39%
56%
ISSUE REPORTS ON ENVIRONMENT/SOCIAL EFFORTS 29%
41%
USE REVENUE TO PRODUCE MATERIALS THAT RAISE 24%
AWARENESS FOR SOCIETAL ISSUES 36%
Q50. What should CEOs or corporate leaders be doing to address societal issues in a genuine way? [SELECT ALL THAT APPLY] 16-country global total and Japan
19
20. What Should Companies be Doing?
50%+ believe companies should donate a portion of profits or products/services to
address societal issues
DONATING A PORTION OF PROFITS 51%
DONATING PRODUCTS OR SERVICES 50%
CREATING NEW PRODUCTS OR SERVICES 49%
PROVIDING EDUCATIONAL INFORMATION 47%
WORKING WITH THE GOVERNMENT 45%
OFFERING PROGRAMS FOR EMPLOYEES 45%
PARTNERING WITH NGOS 43%
ENABLING EMPLOYEES TO VOLUNTEER 42%
ORGANIZING CONSUMER EVENTS 41%
COLLABORATING WITH OTHER COMPANIES 36%
SOCIAL NETWORK FOR CONSUMERS TO ADDRESS SOCIETAL ISSUES 28%
EMPLOYEE FUNDRAISING PROGRAMS 27%
CREATING SOFTWARE/MOBILE FUNDRAISING APPS 19%
CREATING SOFTWARE/MOBILE COMMUNICATION APPS 19%
Q36. What should companies be doing to address societal issues? [SELECT ALL THAT APPLY] 16-country global total
20
21. What Should Companies be Doing in Japan?
50%+ believe companies should donate a portion of profits or create new products/
services to address societal issues
DONATING A PORTION OF PROFITS 51%
CREATING NEW PRODUCTS OR SERVICES 50%
ENABLING EMPLOYEES TO VOLUNTEER 40%
WORKING WITH THE GOVERNMENT 37%
DONATING PRODUCTS OR SERVICES 35%
OFFERING PROGRAMS FOR EMPLOYEES 35%
ORGANIZING CONSUMER EVENTS 30%
COLLABORATING WITH OTHER COMPANIES 29%
PROVIDING EDUCATIONAL INFORMATION 25%
PARTNERING WITH NGOS 23%
SOCIAL NETWORK FOR CONSUMERS TO ADDRESS SOCIETAL ISSUES 8%
CREATING SOFTWARE/MOBILE FUNDRAISING APPS 8%
CREATING SOFTWARE/MOBILE COMMUNICATION APPS 8%
EMPLOYEE FUNDRAISING PROGRAMS 7%
Q36. What should companies be doing to address societal issues? [SELECT ALL THAT APPLY] Japan
21
22. Consumers will praise…and punish
Company that does NOT
actively support a good cause
_ + Company that actively
supports a good cause
Increase from 2010 Increase from 2010
+7
44% 76% +9
REFUSE TO BUY PRODUCTS/SERVICES BUY ITS PRODUCTS/SERVICES
+7 44% 76% +9
CRITICIZE IT TO OTHERS RECOMMEND ITS PRODUCTS/SERVICES
+5 44% 73% +8
SHARE NEGATIVE OPINIONS SHARE POSITIVE OPINIONS AND EXPERIENCES
AND EXPERIENCES
+ 11 48% 57% +4
NOT WANT TO WORK FOR IT WANT TO WORK FOR IT
+7 53% 45%
NOT INVEST IN IT INVEST IN IT
44%
PAY A PREMIUM FOR ITS PRODUCTS/SERVICES
Q54-59. [TRACKING] How likely would you be to do the following in relation to a company that actively supports a good cause? (Top 2 box, likely) 10-country global total
(excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE);
Q61-65. [TRACKING] How likely would you be to do the following in relation to a company that does NOT actively support a good cause? (Top 2 box, likely) 10-country global
total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE) 22
23. Consumers will praise…and punish
Company that does NOT
actively support a good cause
_ + Company that actively
supports a good cause
Increase from 2010 Increase from 2010
+ 13
39% 71% + 19
REFUSE TO BUY PRODUCTS/SERVICES BUY ITS PRODUCTS/SERVICES
+8 33% 62% + 15
CRITICIZE IT TO OTHERS RECOMMEND ITS PRODUCTS/SERVICES
+ 13 38% 56% + 10
SHARE NEGATIVE OPINIONS SHARE POSITIVE OPINIONS AND EXPERIENCES
AND EXPERIENCES
+ 19 49% 35%
NOT WANT TO WORK FOR IT WANT TO WORK FOR IT
+ 18 55% 36% + 10
NOT INVEST IN IT INVEST IN IT
29%
PAY A PREMIUM FOR ITS PRODUCTS/SERVICES
Q54-59. [TRACKING] How likely would you be to do the following in relation to a company that actively supports a good cause? (Top 2 box, likely) Japan
Q61-65. [TRACKING] How likely would you be to do the following in relation to a company that does NOT actively support a good cause? (Top 2 box, likely) Japan
23
24. The More You Know
It is critical for companies to make consumers aware of their efforts
92% 90% 88% 87% 87% 86% 84% 84%
80% 80%
76%
73% 73% 73% 72% 70% 68%
Q98. How important is it for companies to make you aware of their efforts to address societal issues? (Top 2 Box, Important NET) 16-country global total and across 16
countries
24
25. Societal Purpose Requires Local Context
The most important factors for companies to carry out when addressing societal issues…
TAKES RESPONSIBLE ACTIONS TO ADDRESS AN ISSUE OR A CRISIS 51%
54%
WORKS TO PROTECT AND IMPROVE THE ENVIRONMENT 46%
55%
LISTENS TO CUSTOMER NEEDS AND FEEDBACK 45%
56%
TREATS EMPLOYEES WELL 44%
59%
ADDRESSES SOCIETY'S NEEDS IN ITS EVERYDAY BUSINESS 38%
46%
HAS ETHICAL BUSINESS PRACTICES 31%
54%
CREATES PROGRAMS THAT POSITIVELY IMPACT THE LOCAL 30%
COMMUNITY IN WHICH THE COMPANY OPERATES 46%
PLACES CUSTOMERS AHEAD OF PROFITS 27%
47%
Q66-73. Below is a list of actions a company may take to address a societal issue. How important is it for a company to carry out each of the following actions when addressing a
societal issue? Please use a nine-point scale where one means that the action is “not at all important” and nine means it is “extremely important” when addressing a societal
issue. (Top 2 Box, Extremely Important) 16-country global total and Japan 25
27. Bullish on Purpose
Consumers in Rapid Growth
Economies (RGEs) have much
higher expectations of and
engagement with brands and
corporations on societal issues.
28. Who are the Purpose Bull Markets?
INDIA BELGIUM
CHINA BRAZIL ITALY FRANCE
MALAYSIA NETHERLANDS
INDONESIA VS JAPAN GERMANY
UAE US
UK
28
29. Empowered to Make a Difference
*
Purpose Bull Markets Purpose Bear Markets
COMPARED TO FIVE YEARS AGO, 63%
‘PEOPLE LIKE ME’ NOW HAVE MORE POWER
29% 29%
AND INFLUENCE TO MAKE A DIFFERENCE
THE RESPONSIBILITY OF 56%
‘PEOPLE LIKE ME’ HAS INCREASED 37% 49%
*Note: Japan is included in the „Purpose Bear Markets‟
Q30. How much do you agree or disagree with the following statement? - Compared to five years ago, ‘people like me’ now have more power and influence to make a
difference. (Top 2 Box, Agree) Purpose Bull Markets, Purpose Bear Markets and Japan
Q24. Do you feel that the responsibility of ‘people like you’ to address societal issues has increased, decreased or stayed the same over the past year? (% who say the
responsibility of ‘people like you’ increased) Purpose Bull Markets, Purpose Bear Markets and Japan 29
30. Passion in Action
Bull Market consumers contrast those in Bear Markets
*
Purpose Bull Markets Purpose Bear Markets
I HAVE MORE TRUST IN A BRAND THAT IS ETHICALLY AND
77%
83%
SOCIALLY RESPONSIBLE 66%
I AM MORE LIKELY TO RECOMMEND A BRAND THAT
58%
82%
SUPPORTS A GOOD CAUSE THAN ONE THAT DOESN'T 64%
I WOULD HELP A BRAND PROMOTE ITS PRODUCT/SERVICES 81%
IF IT HAD A GOOD CAUSE 63% 65%
I WOULD SWITCH BRANDS IF A DIFFERENT BRAND 80%
SUPPORTED A GOOD CAUSE 67%
64%
I WANT BRANDS TO MAKE IT EASIER FOR ME TO MAKE A 79%
DIFFERENCE IN THE WORLD 62% 67%
BRANDS CAN SUPPORT GOOD CAUSES AND MAKE MONEY
70%
78%
AT THE SAME TIME 72%
I WANT BRANDS TO DO MORE FOR ME THAN PROVIDE A 73%
PRODUCT 57% 58%
*Note: Japan is included in the „Purpose Bear Markets‟
Q40-46. [TRACKING] Below are some things that people have said about supporting good causes. How much do you agree or disagree with each of the following statements?
(Top 2 Box, Agree) Purpose Bull Markets, Purpose Bear Markets and Japan 30
31. Responsibility at Work
Bull Market consumers are more likely to donate and personally participate
Purpose Bull Markets Purpose Bear Markets *
63%
DONATED MONEY 59%
52%
VOLUNTEERED AT AN EVENT IN MY 44%
19%
COMMUNITY 23%
44%
DONATED MY TIME OR EXPERTISE 9%
23%
PARTICIPATED IN FUNDRAISING EVENTS 26%
6%
SPONSORED BY A BRAND OR CORPORATION
12%
*Note: Japan is included in the „Purpose Bear Markets‟
Q25. Which, if any, of the following activities have you taken part in over the past year to address societal issues? Purpose Bull Markets, Purpose Bear Markets and Japan
31
32. Paying for Purpose
Bull Market consumers more willing to pay a premium for Purpose
80%
71%
55% 55% 54%
43% 44% 42%
39% 38%
35% 34%
30% 30% 29% 29% 28%
Q54-59. How likely would you be to do the following in relation to a company that actively supports a good cause? “Pay a premium for its products/services”
(Top 2 Box, Very/Somewhat Likely) 16-country global total and across 16 countries
32
33. Preference in Practice
Bull Market consumers‟ cause-related purchases
*
84%
AT LEAST 62%
YEARLY At Least
AT LEAST
Monthly
57%
MONTHLY
37% 20%
AT LEAST
AT LEAST
MONTHLY YEARLY Every 6-12
Months
25%
22% 19%
EVERY SIX TO 12 EVERY SIX TO 12 At Least
MONTHS MONTHS Yearly
45%
Bull Markets Bear Markets
*Note: „At least yearly‟ NET may not add to the total due to rounding
*Note: Japan is included in the „Purpose Bear Markets‟
Q47. [TRACKING] On average, how often do you buy a brand that supports a good cause? (At least monthly NET, Every 6-12 months NET, At least yearly NET) Purpose Bull
Markets, Purpose Bear Markets and Japan
33
34. But…activity not limited to offline
Technology in societal action
At least monthly Internet use Use mobile at least yearly
82%
76% 78% 76%
73% 71% 72% 69% 71%
66% 66%
60%
55%
45%
Q114. On average, how often do you use the Internet to take part in promoting or addressing a societal issue? 16-country global total and across Purpose Bull Markets (Net: at
least monthly)
Q118. On average, how often do you use a mobile phone to take part in promoting or addressing a societal issue? 16-country global total and across Purpose Bull Markets
(Net: at least yearly) 34
36. Defining the Me in We
As the disparity between the haves
and have not‟s continues, more
and more consumers are
discovering the me (personal
need) in the we (the common
good)…Purpose Gets Personal.
36
37. The Globalization of Need
Because of the global recession, societal issues are hitting close to home
Unable to pay Unable to
medical Reduced My salary Reduced
decreased donate as
expenses or spending on
85%
leisure much money to
afford food shopping societal issues
healthcare
of those surveyed
around the world
. say they have
been affected by
the economic
downturn in some
way.
Q29. Has the global economic downturn affected you in any of the following ways? [SELECT ALL THAT APPLY] 16-country global total
37
38. Balancing Me and We
Sales
52% of global consumers
believe it‟s equally
important to address
issues that impact me
personally and society
overall.
Q27. In general, is it more important for you [ROTATE:] to “address causes and issues that impact you personally” or to “address causes and issues that impact society
overall”? 16-country global total (% who say it is EQUALLY important to address causes and issues that impact me personally and society overall)
38
39. Me: Empowered
„People like me‟ now have more power and influence to make a difference
77%
73%
66%
58% 57% 57%
44% 47%
41% 39%
37% 36%
29% 26%
21% 20% 20%
Q30. How much do you agree or disagree with the following statement? - Compared to five years ago, ‘people like me’ now have more power and influence to make a
difference. 16-country global total and across 16 countries (Top 2 Box, Agree)
39
40. Me: On the Rise
Who should be most responsible to address societal issues?
People Like Me Government
80%
In the US, “people like me” are most
responsible to address societal issues
73%
68%
62%
59%
56% 56% 55% 54% 54%
52% 51%
48% 47%
43%
40%
36% 35%
24% 25% 26%
20% 22%
18% 17% 18% 18% 17%
16% 15% 19%
14%
10%
3%
Q23. Who from the list below do you believe should be most responsible for addressing societal issues? 16-country global total and across 16 countries
40
41. Me: Involved
Personal involvement in good causes on the rise in most markets, except US
2010 2012
+5
94%
89%
+6 +10
69%
+9
65%
63%
+6
60%
56% 55% 55%
53%
48%
+7
44%
-7
39% 38%
26%
19%
Global China Netherlands Brazil US Germany Italy Japan
Q22. [TRACKING] Are you personally involved in supporting any good cause?
10-country global total (excludes Belgium, Indonesia, Malaysia, the Netherlands, Singapore and UAE) and across seven countries
41
42. Me: in Action
of global consumers take part in
89% activities to address societal issues.
72% in US 77% of Chinese
recycle regularly donated money
63% of Brazilians
voiced their concerns 75% of Germans
take actions to
conserve energy
43. Me: in Action
of Japanese consumers take part in
74% activities to address societal issues.
59% 73%
recycle regularly take actions to
conserve energy
59% 63%
take actions to reduce
donated money water consumption
45. 5 Years of Learning
1 Purpose key driver in reengineering brand marketing
2 Purpose definitive purchase trigger
3 Largest growth markets bullish on Purpose
4 Operational excellence + societal performance rewarded
5 Corporations earn License to Lead via Purpose
45
46. Not IF, but HOW…
LEAD Powerful programs are leader led
CONSTRUCT Start with depth, not scale
CUSTOMIZE Customize for local execution
COLLABORATE Work with NGOs, colleagues, competitors
MEASURE Build performance measures up front
NARRATE Story, story, story
ENGAGE Employees, partners, consumers
EVOLVE Evolve programs to stay relevant
46
