Power of being Heard

2. Introduction Truths, Insights & Evidence Audiences Strategy & Tactics Timelines Partners Measurements Summary AGENDA

3. TEAM I use music to keep myself awake and functioning. Favorite song: Haunt by Bastille Isabel Arnold I use music to help me focus & for motivation. Favorite song: Nine in the Afternoon - Panic! at the Disco Chloe Dill I use music as a form of self expression. Favorite song: You’re On Your Own Kid - Taylor Swift Grace Moffett I use music to process my emotions and destress. Favorite song: Cough Syrup - Young The Giant Valentina Sandoval I use music to escape into my own world. Favorite song: Lovesick Girls - Blackpink Dylan Rush

4. Your Brief, in Brief Earn media coverage of an authentic campaign celebrating LGBTQ+ stories that drives Gen Z engagement with and trust in Bose as a brand.

5. Become relevant in LGBTQ+ conversations & grounded in CSR spaces Engage in long-term authentic support Capture Gen Z attention while remaining true to brand ideals KEY CHALLENGES

6. OUR SOLUTIONS Drive earned media through meaningful actions and intentional progress Build community authentically via integrated LGBTQ+ support and advocacy Sustain initiatives that capture Gen Z and connect to Bose's brand ideals BE BOLD BE LOUD BE KNOWN

7. Bose, a pioneer of noise-canceling headphones, continues to be a leader in consumer audio. Its legacy has earned loyalty from more conservative generations and gained the trust of niche professionals, like aviators. However, Bose needs to resonate with Gen Z consumers and establish a connection to the LGBTQ+ community through Pride. BRAND TRUTH

8. What do we know about how LGBTQ+ consumers feel about their audio devices? Rating of Agreement - I consider myself an audiophile (e.g. enthusiastic about high-fidelity sound) 0% 20% 40% 60% 12% of Bose users identify as LGBTQ+ LGBTQ+ Non LGBTQ+

9. Though Bose excels in quality products, its competitors have set a new standard with established sociocultural involvement and clear values. Bose needs to boldly engage in actionable commitments to the LGBTQ+ community. CATEGORY TRUTH

10. MARKET POSITION BOSE CAPTURES 13% OF HEADPHONE USERS & RANKS 3RD IN USER SHARE TOP 3 Statista Ranking: Apple, Beats, Bose, JBL, Samsung, Sony MARKET SHARE 2.9%

11. Bose remains in sharp competition with Beats, while Apple's user share dominates the headphone market. Measure of headphone use by quarter across brands, Statista 2023 Apple Beats JBL Bose Samsung Sony 2022 - Q2 2022 - Q3 2022 - Q4 2023 - Q1 40% 30% 20% 10% 0%

12. Apple Beats JBL Bose Samsung Sony Skullcandy LG 40% 30% 20% 10% 0% Bose, like many of its competitors, has a smaller proportion of LGBTQ+ users than non-LGBTQ+ users, with the exception of Apple. Measure of headphone use by LGBTQ+ identity, across brands Statista 2023 LGBTQ+ Not LGBTQ+

13. CULTURAL INSIGHT Gen Z craves genuine, actionable support, not virtue signaling that prioritizes profit over people. Bose has the opportunity to set a new standard through authentic support of the LGTBQ+ community.

14. LGBTQ+ Non LGBTQ+ 100% 75% 50% 25% 0% How important are CSR initiatives to consumer decisions?

15. HUMAN INSIGHT I care about the quality of sound I hear, but I want to feel like brands hear me by showing their unwavering support for the LGBTQ+ community.

16. Are consumers willing to spend more on a socially responsible company? strongly agree agree neutral disagree strongly disagree LGBTQ+ Non LGBTQ+ 40% 30% 20% 10% 0%

17. You’ve heard it all before. Someone is always in your ear telling you how to speak, walk or dress. Telling you to calm down, asking you to be “less,” taking away your power once again. Yet, there’s one thing that has never told you to be less. It has shown you how to make your voice heard. Music. Through another night of tuning it all out, music follows you. It tells you to stand up for your values. It gives you power. It never lets you go. It’s the euphoria of connecting your headphones after a long shift. It's the comfort of silence when the world is unceasingly loud. It's the bright, happy moment when someone says “Hey, I love that song!” The world tells you to release your power, to ignore your values and push them down. But, Bose never will. Because here, we embrace the power of being heard. THE POWER OF BEING HEARD

18. Emphasize that Bose’s sound quality provides an incomparable music experience where consumers can embrace who they are boldly and express their identities loudly, this Pride month, and every month. CONFIDENCE Illustrate that Bose knows sound is power, and there’s power in being heard. This power comes from the freedom music provides for you to explore who you are without fear or judgment, escape reality, and tune out the noise. LIBERATION Position Bose as a brand that is actively cultivating spaces for members of the LGBTQ+ community to come together as one through music. COMMUNITY THE POWER OF BEING HEARD

19. Your Audiences: Jon, 23, Project Manager, The Focused, Hardworking, Achiever Jon lives in New York City and loves working at Bose because he knows the quality Bose brings to the table. However, he is aware of Bose's need to appeal to new audiences and support inclusivity. Jon is very passionate about music. Before coming out, music allowed him to celebrate his identity without judgment or pressure. He takes advantage of any free time within his busy schedule by exploring the city and attending events, such as concerts and music festivals. He only wants to purchase from brands whose values align with his and that will provide the level of quality he works so hard to afford. He is not into social media and only uses it to keep up with his family and friends. Jon subscribes to multiple news outlets ranging from technology, arts and culture and global news to learn more about the world. As someone who is very detail-oriented, he takes time to research the brands he spends his money on. Part of the LGBTQ+ Community

20. Your Audiences: Layla, 20, Aspiring Musician, The Creative, Outspoken, Connected Layla recently moved to Los Angeles, California to pursue her dream of becoming an acclaimed music artist. She wants to create authentic songs that will help her connect with her listeners. Thus, she actively keeps up with what is going on in the music industry by reading publications like Billboard and Complex. She loves to connect with LA influencers and local artists that tell her what events and parties to go and gain more exposure. Like every rising public figure, she uses TikTok to show her audience her creative process. She also loves Instagram and YouTube. She looks for recommendations online of the best brands to buy from. If the the brands meet her standards, she tends to recommend them to her followers. Layla does not want to be associated with using any brand that does not align with her views. Also, once she likes a brand, she tends to be a loyal customer. LGBTQ+ Ally

21. PLAN ON A PAGE The Power of Being Heard Purpose Creative Platform Story Arcs Community Confidence Liberation Earn media coverage of an authentic campaign celebrating LGBTQ+ stories that drives Gen Z engagement with and trust in Bose as a brand.

22. #1 - CONFIDENCE AMPLIFY YOUR STORY Showcasing LGBTQ+ stories through sound 01 Question: "What does Pride mean to you?" 02 Stories from Bose LGBTQ+ employees 03 Locations: New York, New Orleans and Palm Springs 04

23. POP-UP LOCATIONS Stonewall Inn NEW YORK CITY Café Lafitte in Exile NEW ORLEANS Palm Springs Pride in November PALM SPRINGS

24. ALBUM CREATION #2 LIBERATION Create a 6-track mini album featuring a producer from Turn The Dial and queer artists from diverse backgrounds 100% of listening and sales profits in June go to supporting queer charities through The Ally Coalition

25. Producer WondaGurl "Fair Trade" -Drake feat. Travis Scott featured in the Turn The Dial Campaign "Bitch Better Have My Money" -Rihanna

26. Selected Artists Ariōn Rubby Morgan Saint 1,200 monthly listeners @just_arion 11K IG followers 1,200 monthly listeners @rubbyvalentin 7K IG followers 90,000 monthly listeners @morgan_saint 48K IG followers r&b r eggaet o n nyc po p

27. Selected Artists REYNA Jesse Saint John Merlot 24,000 monthly listeners @reynatheband 5.5 K IG followers 2,750 monthly listeners @jessesaintjohn 60K IG followers 14,000 monthly listeners @yung.merlot 10K IG followers s ynthp o p h yperp o p r&b

28. #3 - COMMUNITY INTERNAL RAINBOSE EXPANSION

29. VALUES Participants were asked, "What are the best ways for a brand or company to show that they represent your personal values?" Treating employees fairly was the top reported method, at 58%. "Your people are your biggest resource and can affect public perception of your brand." - Forbes 0% 20% 40% 60% Treating employees fairly Enviro. friendly Animal ethics Donating products Donating money

30. HUMAN RIGHTS CORPORATE EQUALITY INDEX National benchmarking tool on corporate policies, practices and benefits pertinent to LGBTQ+ employees. Nondiscrimination policies across business entities Equitable benefits for LGBTQ+ workers and their families Supporting an inclusive culture & corporate social responsibility RATING CRITERIA

31. MEETING HRC INDEX CRITERION INTERNAL TRAINING RESOURCES OUTREACH DEI training on best practices Expand RainBOSE, LGBTQ+ employee resource group CSR partnership with The Ally Coalition LGBTQ+ mentorship and internship programs Newsletters, workshops, update website info

32. EVALUATION: NEWSWORTHINESS Gen-Z is receptive toward an authentic Pride campaign, in a space saturated by rainbow- washing Events during pride Amplifying real stories, emphasizing untold histories and celebrating identities creates a powerful, people-centric narrative. A private corporation's commitment to inclusivity is incredibly valuable to success. Events are in strategically chosen locations, and press will be invited/given exclusive access to all TIMELINESS HUMAN INTEREST RELEVANCE PROXIMITY

33. WHAT BOSE'S FUTURE COULD LOOK LIKE Bose Embraces Pride: Immersive Sound Exhibit Honors LGBTQ+ Community Championing Diversity through Sound: Bose's Pride Month Exhibit Inspires Join the Sonic Celebration: Bose Commemorates Pride Month with Interactive Sound Installation Bose Amplifies LGBTQ+ Voices with Pride Month Audio Exhibit Power of Being Heard: Bose Launches Charity Album Featuring LGBTQ+ Artists Melodies of Inclusivity: Bose's Commissioned Album Supports LGBTQ+ Community Lifting LGBTQ+ Voices: Bose Releases Charity Album Showcasing Emerging Artists

34. QUARTER ONE RAINBOSE FOCUS JANUARY MARCH APRIL Kick-start internal RainBOSE expansion Newsletters, workshops, update website info Continue RainBOSE expansion Feature & expand mentorship program on website and through recruitment Launch RainBOSE LGBTQ+ student mentorship program

35. QUARTER TWO BIG PRIDE LAUNCH APRIL MAY JUNE NYC pop-up at Stonewall Inn Album drop Press release LadyLand Brooklyn pop-up Prep for album drop + pride Keep up internal prioritization of RainBOSE

36. QUARTER THREE PRIDE-EXTENSION JULY AUGUST SEPTEMBER New Orleans pop- up near Café Lafitte Launch internship opportunity for LGBTQ+ individuals at beginning of school year Publicize mentor program progress on website

37. QUARTER FOUR STRONG FINISH OCTOBER NOVEMBER DECEMBER Participate in The Ally Coalition's annual December Talent Show Pop-up at Palm Springs Pride Integrate artists from album into talent show Participate in Human Rights Corportate Equality Index survey

38. YEAR 1 (2024) 2025 2026 Launch "Power of Being Heard" campaign Prioritize and maintain an inclusive and welcoming workplace culture Surprise pop-up at an event with The Ally Coalition featuring stories from 2025 Run a surprise pop-up in June featuring last years' stories New prompt and record new stories ZOOMING OUT KEEPING THE MOMENTUM GOING

39. NYC LA NYC LA Seattl e LA INFLUENCER PARTNERS INVITED TO ALBUM RELEASE EVENTS AND SOUND EXHIBITS IN THEIR CITY MATT BERNSTEIN @MATTXIV 1.4M ON INSTAGRAM 378.3K ON TWITTER 161.9K ON TIKTOK AMBER WHITTINGTON @AMBERSCLOSET 495K ON INSTAGRAM 802K ON YOUTUBE AQUARIA @AGEOFAQUARIA 1.6M ON INSTAGRAM JESSIE PAEGE @JESSIEPAEGE 970K ON INSTAGRAM 1.63M ON YOUTUBE LAITH ASHLEY @@LAITH_ASHLEY 345K ON INSTAGRAM VE’ONDRE MITCHELL @VEONDRE 6.6M ON TIKTOK 662K ON INSTAGRAM

40. LADYLAND OUTDOOR QUEER MUSIC FESTIVAL / PRIDE PARTY IN BROOKLYN, NEW YORK

41. THE ALLY COALITION TAC PROVIDES CRITICAL SUPPORT FOR GRASSROOTS NON-PROFIT ORGANIZATIONS DEDICATED TO BETTERING THE LIVES OF LGBTQ+ YOUTH.

42. Objective Pillars Integrated KPIs Earn media coverage that drives Gen Z engagement with and trust in Bose as a brand. Exposure Engagement Outcome Impact Earned: Monthly coverage metrics Owned: Impressions/reach Event engagement RainBOSE involvement Earned: Social shares of earned content, album streaming Owned: page landings, engagements, etc Build lasting connection with Gen Z Increased favorable conversation Positive interaction with partners More inclusive internal culture Bose is now a competitive leader for not only its superior quality products but also its values as an authentically inclusive brand. MEASUREMENTS

43. THE FUTURE Striking Legacy Leading Competitor Profitable Progress Resonate with Gen Z Social Commitments Authenticity Wins

44. THANK YOU!

45. Sources: Bose estimated market share for headphone users is 13% among competitors like Apple, Beats, and JBL. (Statista, Feb 2023) Apple unveils new Apple Watch Pride Edition bands (Apple, May 2022) Sources: LGBTQ+ indivuduals were twice as likely (23%) to report that reported they would be more inclined to click an ad that discusses social responsibility issues than non-LGBTQ+ individuals (11%) (Mintel, 2022) Sources: 59% of Gen-Z reports that they care if a brand supports their values, as opposed to 41% who disagree (Mintel, 2022) Forbes, Karolina Hobson, 2019 APPENDED RESEARCH

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