How our instinct to reciprocate has evolved and can be used to inspire more equitable and sustainable brand relationships...

1. Copyright
Tom
Woodnu1
Ltd.
An evolutionary psychology
perspective on building
mutualistic brands
June, 2013
Tom@tomwoodnu1.com
www.feelingmutual.com

2. Copyright
Tom
Woodnu1
Ltd.
Mutuality and me….
This
presenta<on
is
about
the
power
of
mutuality
to
build
be1er
brand
rela<onships…
I
started
championing
the
idea
as
part
of
my
entry
into
the
Admap
prize
2012:
‘Planning
3.0
The
planning
landscape
in
2020’
I’ve
since
been
wri<ng
about
the
concept
@
www.feelingmutual.com

3. Copyright
Tom
Woodnu1
Ltd.
What is mutuality?
Defined
as:
“A
state
of
reciprocity
or
sharing”
In
nature
it
is
used
to
describe
symbio<c
rela<onships.
Like
this
example
of
the
clown
fish
and
sea
anemone.
They
each
protect
the
other
from
their
predators
while
also
exchanging
nutrients.
SOURCE:
(1)
BusinessDic<onary.com

4. Copyright
Tom
Woodnu1
Ltd.
I
believe
that
when
applied
to
business
and
brand
building,
the
idea
of
mutuality
can
solve
some
big
challenges,
namely
that:
1
–
People
expect
be1er
value
from
brands
2
–
Brands
ignore
people’s
true
needs
3
–
People
avoid
data-­‐sharing
and
par<cipa<on
4
–
Brands
fail
to
understand
social
networks
5
–
Clients
and
agencies
are
too
isola<onist
What problems can
mutuality help solve?

5. Copyright
Tom
Woodnu1
Ltd.
When
companies
embrace
mutuality
it
means:
1
–
they
focus
on
crea<ng
more
value
2
–
they
listen
to
social
and
individual
needs
3
–
they
inspire
data-­‐sharing
and
par<cipa<on
4
–
they
enrich
social
networks
5
–
they
create
a
climate
of
collabora<on
Mutuality means focusing
explicitly on shared-value

6. Copyright
Tom
Woodnu1
Ltd.
I
decided
to
explore
the
origins
of
mutuality
and
our
ins<nct
to
reciprocate.
So
I
collaborated
with
UCL
to
review
the
literature
wri1en
about
the
psychological
origins
of
reciprocity.
I
was
overwhelmed
by
just
how
intrinsic
it
is
to
human
nature.
.
.
So
much
of
what
we’ve
become
can
be
traced
back
to
our
animal
ancestors.
Why is mutuality so
important to people?

7. Copyright
Tom
Woodnu1
Ltd.
Mutuality is fundamental
to human existence
We
cooperate
with
cooperators
(Braver,
1975)
We
give
to
those
who
have
given
to
us
(dePaulo
1983)
We
self-­‐disclose
to
those
who
share
with
us
(Cunningham,
1986)
We
yield
to
those
who
we
have
persuaded
(Cialdini
et
al
1992)
“Reciprocity
has
long
been
recognized
as
a
universal
cornerstone
of
morality,
ra4onal
choice,
and
group
life”
(Brown,
1991)

8. Copyright
Tom
Woodnu1
Ltd.
Mutuality is highly emotive
Lack
of
mutuality
leads
to
burn
out
depression,
job
dissa<sfac<on
and
divorce
(Buunk
1999)
Many
human
emo<ons
relate
to
reciprocity:
e.g.
gra<tude,
sympathy,
guilt,
obliga<on
and
sensi<vity
to
injus<ce
(Trivers,
1985)
Many
psychological
problems
can
be
mapped
to
ineffec<ve
reciproca<on
(Glantz,
1989)
People
are
averse
to
feeling
indebted
(Greenberg,
1983)

9. Copyright
Tom
Woodnu1
Ltd.
Evolution explains the
importance of mutuality
We
can
understand
why
mutuality
is
so
fundamental
to
the
huiman
condi<on
by
looking
at
evolu<onary
psychology.
“Human
morality
is
steeped
in
animal
blood”
(de
Waal,
1996)

10. Copyright
Tom
Woodnu1
Ltd.
Mutuality is adaptive
Altruism
can
be
understood
from
a
mutualis<c
perspec<ve.
‘Reciprocal
Altruism’
explains
reciprocity
between
non-­‐kin
(Trivers,
1971)
We
help
one
another
because
of
an
innate
expecta<on
that
the
favour
will
be
returned
–
which
in
turn
helps
us
to
survive.
I
believe
brands
need
to
tap
into
this
ins<nct
by
crea<ng
more
value
for
people.
In
return
people
will
feel
more
compelled
to
be
loyal
advocates
‘A
strong
concern
with
reciprocity
may
have
fostered
survival
and
reproducIve
success
in
our
evoluIonary
past’
(Buss
1996)

11. Copyright
Tom
Woodnu1
Ltd.
Mutuality is encouraged by
low cost-benefit ratios
‘Reciprocal
Altruism’
is
more
likely
when
it
costs
li1le
to
help
others
(de
Waal,
1996)
A
Hyena
can’t
eat
all
of
its
kill,
so
it
will
share
it
with
others,
in
the
expecta<on
that
the
favour
to
be
returned
one
day….
There
so
much
value
that
brands
can
give
to
people
at
very
li1le
cost
to
themselves
(whether
that
be
discounts,
fame
or
simply
dialogue
and
gra<tude)

12. Copyright
Tom
Woodnu1
Ltd.
Mutuality relies on long
term relationships
Long
term
rela<onships
make
the
the
opportunity
for
reciproca<on
even
greater
(Gould,
1989)
Bats
only
regurgitate
blood
for
one
another
when
together
for
at
least
60%
of
the
<me
(Wilkinson,
1984)
This
relates
to
the
importance
of
brands
having
ongoing
dialogue
with
people,
through
social
media
and
eCRM
programmes.
It
facilitates
the
two-­‐way
rela<onship….

13. Copyright
Tom
Woodnu1
Ltd.
Mutuality requires
recognition
Animals
more
likely
to
reciprocate
when
be1er
at
recognising
others
(Tooby,
1992)
Male
baboon
is
more
likely
to
help
another
unrelated
baboon
if
they
once
helped
them
in
a
fight
(Trivers,
1985)
This
can
be
related
to
how
vital
it
is
for
brands
to
inspire
people
to
opt-­‐in
to
cookies,
register
and
to
share
their
data.
Then
they
can
recognise
them
on
their
return
and
nurture
the
rela<onship.

14. Copyright
Tom
Woodnu1
Ltd.
Mutualistic systems work
out better for people…
FC
Barcelona
has
the
cheapest
adult
season
<cket
(£75
vs
Arsenal
£1500)
1
Giff
Gaff
the
mobile
operator
(run
by
its
members)
enjoy
91%
customer
sa<sfac<on2
John
Lewis
partnership
gave
its
80,000
staff
bonuses
worth
17%
of
salaries3
…And
had
15%
increase
in
profits
despite
the
recessionTelegraph
online:
‘Staff
at
the
heart
of
the
John
Lewis
success
story’
4
SOURCE:
(1) ‘Barça:
Fan
Ownership
and
the
future
of
football’
–
Dave
Boyle
(2) Lithium:
Giff
Gaff
Case
Study
(3) Sky
News:
‘John
Lewis
Profits
and
Bonuses
Rise
strongly’
7/3/13
(4) Telegraph
online:
‘Staff
at
the
heart
of
the
John
Lewis
success
story’

15. Copyright
Tom
Woodnu1
Ltd.
Mutuality makes successful
social media campaigns
Converse
gave
up
and
coming
ar<sts
recording
<me
and
exposure
to
their
fans
on
facebook.
By
crea<ng
value
for
customers
(through
new
music)
and
value
for
musicians
(through
distribu<on)
they
earned
22m
likes
on
Facebook.
Haagen
dasz
got
½
a
million
tweets
by
giving
$1
for
each
hashtag
#savethe
bees.
They
tapped
into
the
broader
social
context
of
their
brand
and
people
rewarded
them
for
doing
so.

16. Copyright
Tom
Woodnu1
Ltd.
The feeling is mutual….
Mutuality
works…..
To
find
out
about
progressive
ways
to
make
brand
strategy
more
mutualis<c.
.
.
….please
get
in
touch.
@tomwoodnu1
www.feelingmutual.com