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DELIVERING TRUST
THROUGH SHARED VALUE

Sustainable Brands London

19.11.13
RAPHAEL BEMPORAD
BBMG
@rbemporad

HELLO.

BILL EYRES
Telefónica UK and Europe
@BillEyres

EDUARDO BALAREZO
LONESOME GEORGE...
THE MOMENT

74%
“Businesses should be
responsible for working to help
improve the environment and
society for future gener...
THE MOMENT

74% 13%
“Businesses should be
responsible for working to help
improve the environment and
society for future g...
BUYING BETTER

65%
“I believe that I have a
responsibility to purchase
products that are good for the
environment and soci...
THE OPPORTUNITY

BRANDING FOR SHARED VALUE
+ What is Shared Value?
+ What is the role of brands?
+ How do we get there?
WHAT IS SHARED VALUE?
+ Policies and practices that leverage
the core capabilities of business in
ways that contribute to ...
WHAT IS SHARED VALUE?
+ A belief that the competitiveness

of a company and the health of the
communities around it are mu...
WHAT IS SHARED VALUE?
CREATING
SOCIAL VALUE

Investments that
address social and
environmental
objectives

CREATING
SHARED...
THE SHARED VALUE LANDSCAPE

Business Value

BUSINESS
AS USUAL

SHARED VALUE
ENTERPRISES
SHARED VALUE
INITIATIVES

New Prod...
WHAT IS THE ROLE OF BRANDS?
BRAND PURPOSE
SOCIAL &
ENVIRONMENTAL
IMPACT

BUSINESS
GROWTH
CONSUMER
PARTICIPATION
NIKE: BETTER WORLD
CHIPOTLE: FOOD WITH INTEGRITY
LYFT: SHARE THE RIDE
THE CONVERSATION
SPARKS

+ How might we optimize our interdependence?
+ How might we shift from shareholders to
stakeholde...
DISCUSSION

+ Questions
+ Ideas
+ Experiences
+ Challenges
+ Ahas

@SustainBrands

#SBLondon
RAPHAEL BEMPORAD
BBMG
@rbemporad

THANKS!

BILL EYRES
Telefónica UK and Europe
@BillEyres

EDUARDO BALAREZO
LONESOME GEORG...
Think Big_
Delivering trust through
shared value
Bill Eyres
Head of Sustainability,
Telefónica UK and Europe
@BillEyres

T...
Who we are

We believe that the possibilities of technology
should be open to everyone so that people can
live better, do ...
Think Big
Our youth programmes

•  Put money directly in the
• 
• 

hands of young people to
run projects in their local
c...
GoThinkBig

•  The site that helps young people get a
• 
• 
• 
• 
Telefónica UK
Think Big

foot on the career ladder - joi...
@O2UKThinkBig

Think Big Blueprint
“The biggest contribution we can make to a sustainable
future is as agents of change.”
...
Value to the UK
“Now more than ever
before, digital offers the
chance to drive
sustained economic
recovery, but this will
...
Telefónica UK
Think Big

7
Telefónica UK
Think Big

8
Keep in touch_
Twitter - @O2UKThinkBig
Blogs – news.o2.co.uk/tag/think-big
Email – thinkbig@telefonica.com
Telefónica UK
Think Big

10
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Delivering Trust Through Shared Value
Delivering Trust Through Shared Value
Delivering Trust Through Shared Value
Delivering Trust Through Shared Value
Delivering Trust Through Shared Value
Delivering Trust Through Shared Value
Delivering Trust Through Shared Value
Delivering Trust Through Shared Value
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Delivering Trust Through Shared Value

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Delivering Trust Through Shared Value

  1. 1. DELIVERING TRUST THROUGH SHARED VALUE Sustainable Brands London 19.11.13
  2. 2. RAPHAEL BEMPORAD BBMG @rbemporad HELLO. BILL EYRES Telefónica UK and Europe @BillEyres EDUARDO BALAREZO LONESOME GEORGE & CO. @ed_balarezo @SustainBrands #SBLondon
  3. 3. THE MOMENT 74% “Businesses should be responsible for working to help improve the environment and society for future generations.” Source: Rethinking Consumption, BBMG + GlobeScan
  4. 4. 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
  5. 5. 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
  6. 6. THE OPPORTUNITY BRANDING FOR SHARED VALUE + What is Shared Value? + What is the role of brands? + How do we get there?
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. 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
  11. 11. WHAT IS THE ROLE OF BRANDS? BRAND PURPOSE SOCIAL & ENVIRONMENTAL IMPACT BUSINESS GROWTH CONSUMER PARTICIPATION
  12. 12. NIKE: BETTER WORLD
  13. 13. CHIPOTLE: FOOD WITH INTEGRITY
  14. 14. LYFT: SHARE THE RIDE
  15. 15. 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?
  16. 16. DISCUSSION + Questions + Ideas + Experiences + Challenges + Ahas @SustainBrands #SBLondon
  17. 17. RAPHAEL BEMPORAD BBMG @rbemporad THANKS! BILL EYRES Telefónica UK and Europe @BillEyres EDUARDO BALAREZO LONESOME GEORGE & CO. @ed_balarezo @SustainBrands #SBLondon
  18. 18. Think Big_ Delivering trust through shared value Bill Eyres Head of Sustainability, Telefónica UK and Europe @BillEyres Telefónica UK Novemberr 2013
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. @O2UKThinkBig Think Big Blueprint “The biggest contribution we can make to a sustainable future is as agents of change.” Telefónica UK Think Big 5
  23. 23. 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
  24. 24. Telefónica UK Think Big 7
  25. 25. Telefónica UK Think Big 8
  26. 26. Keep in touch_ Twitter - @O2UKThinkBig Blogs – news.o2.co.uk/tag/think-big Email – thinkbig@telefonica.com
  27. 27. Telefónica UK Think Big 10
  28. 28. !"##"$%&'(")*%&+(,%'&& & -./&$0&(*)*%1*&2$&*'13,2"$%& & 3(*,2"%4&,%'&$120"22"%4& ,4*%2#&$0&35,%4*& & &
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