www.sustainablebrands.com/library

2. DELIVERING TRUST
THROUGH SHARED VALUE
Sustainable Brands London
19.11.13

3. RAPHAEL BEMPORAD
BBMG
@rbemporad
HELLO.
BILL EYRES
Telefónica UK and Europe
@BillEyres
EDUARDO BALAREZO
LONESOME GEORGE & CO.
@ed_balarezo
@SustainBrands
#SBLondon

4. THE MOMENT
74%
“Businesses should be
responsible for working to help
improve the environment and
society for future generations.”
Source: Rethinking Consumption, BBMG + GlobeScan

5. THE MOMENT
74% 13%
“Businesses should be
responsible for working to help
improve the environment and
society for future generations.”
“I have ‘a lot of trust’ that
global businesses operate in
the best interest of our
society.”
Source: Rethinking Consumption, BBMG + GlobeScan

6. BUYING BETTER
65%
“I believe that I have a
responsibility to purchase
products that are good for the
environment and society.”
Source: Rethinking Consumption, BBMG + GlobeScan

7. THE OPPORTUNITY
BRANDING FOR SHARED VALUE
+ What is Shared Value?
+ What is the role of brands?
+ How do we get there?

8. WHAT IS SHARED VALUE?
+ Policies and practices that leverage
the core capabilities of business in
ways that contribute to both social
progress and economic success.
Source: Michael E. Porter and Mark R. Kramer

9. WHAT IS SHARED VALUE?
+ A belief that the competitiveness
of a company and the health of the
communities around it are mutually
dependent.
Source: Michael E. Porter and Mark R. Kramer

10. WHAT IS SHARED VALUE?
CREATING
SOCIAL VALUE
Investments that
address social and
environmental
objectives
CREATING
SHARED VALUE
CREATING
BUSINESS VALUE
Investments in long-term
competitiveness that
simultaneously address
social and environmental
objectives
Investments in
long-term
competitiveness
Source: Michael E. Porter and Mark R. Kramer

11. THE SHARED VALUE LANDSCAPE
Business Value
BUSINESS
AS USUAL
SHARED VALUE
ENTERPRISES
SHARED VALUE
INITIATIVES
New Products
and Services
Quality
Improvements
CHARITY
Donations to
Social Causes
Social Value
Source: Michael E. Porter and Mark R. Kramer

12. WHAT IS THE ROLE OF BRANDS?
BRAND PURPOSE
SOCIAL &
ENVIRONMENTAL
IMPACT
BUSINESS
GROWTH
CONSUMER
PARTICIPATION

13. NIKE: BETTER WORLD

14. CHIPOTLE: FOOD WITH INTEGRITY

15. LYFT: SHARE THE RIDE

16. THE CONVERSATION
SPARKS
+ How might we optimize our interdependence?
+ How might we shift from shareholders to
stakeholders?
+ How might we see constraints as innovation
opportunities?
+ How might we harness the full power, meaning
and influence of our brands?
+ How might we unleash co-creativity by inviting
everyone to the table?

17. DISCUSSION
+ Questions
+ Ideas
+ Experiences
+ Challenges
+ Ahas
@SustainBrands
#SBLondon

18. RAPHAEL BEMPORAD
BBMG
@rbemporad
THANKS!
BILL EYRES
Telefónica UK and Europe
@BillEyres
EDUARDO BALAREZO
LONESOME GEORGE & CO.
@ed_balarezo
@SustainBrands
#SBLondon

19. Think Big_
Delivering trust through
shared value
Bill Eyres
Head of Sustainability,
Telefónica UK and Europe
@BillEyres
Telefónica UK
Novemberr 2013

20. Who we are
We believe that the possibilities of technology
should be open to everyone so that people can
live better, do more, be more.
Telefónica UK
Think Big
2

21. Think Big
Our youth programmes
• Put money directly in the
•
•
hands of young people to
run projects in their local
community
Complemented by Think Big
Schools and
GoThinkBig.co.uk
Helped with employee
engagement, driving our
sustainability plan,
collaboration, reputation and
brand awareness.
o2.co.uk/thinkbig
Telefónica UK
Think Big
3

22. GoThinkBig
• The site that helps young people get a
•
•
•
•
Telefónica UK
Think Big
foot on the career ladder - joint venture
with Bauer media.
Create 30,000 work experience & skills
opportunities
Deliver inspiring content and tools to
help young people gain career insight.
Engage partners to deliver inspiring work
experience
Worked with Rizzle Kicks to create their
new music video
4

23. @O2UKThinkBig
Think Big Blueprint
“The biggest contribution we can make to a sustainable
future is as agents of change.”
Telefónica UK
Think Big
5

24. Value to the UK
“Now more than ever
before, digital offers the
chance to drive
sustained economic
recovery, but this will
only be realised if we
become a nation of
digitally confident
businesses with a
digitally literate
workforce”
Ronan Dunne
CEO Telefónica UK
September 2013
Telefónica UK
Think Big
6

25. Telefónica UK
Think Big
7

26. Telefónica UK
Think Big
8

27. Keep in touch_
Twitter - @O2UKThinkBig
Blogs – news.o2.co.uk/tag/think-big
Email – thinkbig@telefonica.com

28. Telefónica UK
Think Big
10

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