Marketing 3.0: The Rise of Purpose-Driven Social Brands

MARKETING 3.0: The Rise of Purpose-Driven Social Brands Today's customer activists are well-informed, media-savvy and mobile. Here's why you must become a purpose-driven, social brand to build your reputation, employee productivity, customer sales and social impact. CONSUMER EXPECTATIONS 87% Of global consumers believe that business needs to place at least equal weight on society's interests as on business' interests. O 80% $ONLY 6% 76% OF GLOBAL CONSUMERS BELIEVE THE SINGULAR THINK IT'S OK FOR BRANDS TO THINK IT IS IMPORTANT FOR PURPOSE OF BUSINESS IS SUPPORT GOOD CAUSES AND COMPANIES TO MAKE THEM TO MAKE MONEY FOR MAKE MONEY AT THE SAME TIME. AWARE OF THEIR EFFORTS TO SHAREHOLDERS. ADDRESS SOCIETAL ISSUES. ONLY 20% of brands worldwide are seen to meaningfully and positively impact people's lives. CONSUMER ACTIVISM 90% Would boycott if they learned of a company's irresponsible business practices, 55% and more than have done so in the past 12 months. © 54% 27% 71% OF CONSUMERS BELIEVE CONSUMERS WOULD HELP A BRAND THEMSELVES CAN HAVE A SIGNIFICANT POSITIVE DON'T TRUST PROMOTE THEIR BRANDS. PRODUCTS OR SERVICES IF THERE IS A GOOD CAUSE BEHIND THEM. IMPACT THROUGH THEIR PURCHASES. SAY THEY USE SOCIAL MEDIA 62% TO ADDRESS OR ENGAGE WITH COMPANIES AROUND CSR. EMPLOYEE EXPECTATIONS 54% SAY THEIR COMPANY'S PURPOSE IS NOT CLEARLY CONVEYED TO ALL EMPLOYEES. DO NOT THINK BUSINESSES 81% 68% CONSIDER CSR DO ENOUGH TO INSTILL A WHEN DECIDING SENSE OF MEANINGFUL WHERE TO WORK. PURPOSE IN THEIR WORK CULTURE. THE BOTTOM LINE THE MEANINGFUL 47% 53% BRANDS INDEX OUTPERFORMS THE STOCK MARKET BY OF GLOBAL CONSUMERS 120% WOULD NOT INVEST IN A COMPANY THAT BUY BRANDS THAT SUPPORT A GOOD CAUSE DOES NOT ACTIVELY AT LEAST MONTHLY. SUPPORT A GOOD CAUSE. OF GLOBAL CONSUMERS WOULD 91% SWITCH BRANDS IF A DIFFERENT BRAND OF SIMILAR PRICE AND QUALITY SUPPORTEDA GOOD CAUSE. We First trains companies in how to tell the story of the good work they do in ways that build their business. Visit www.WeFirst13.com and enter code: INFOGRAPHIC to save 25% on our upcoming 2013 Social Branding Seminar. Sources: 2012 Edelman GoodPurpose® Study Havas Media “Meaningful Brands" Global Report 2013 Deloitte Core Beliefs & Culture survey 2013 Cone Communications/Echo Global CSR Study FIRST