volunteermatch solutions bpn webinar: the cr opportunity with cone communications
TRANSCRIPT
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The CR Opportunity: Companies as Social Partners
November 16, 2011
Guest Speaker:Sarah Kerkian
Insights SupervisorCone Communications
Moderator:Casey Brennan
Marketing ManagerVolunteerMatch
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To Ask Questions
Type questions into the box on the right side of the your screen
Submit via Twitter to @VM_Solutions using “#BPNCone”
We will pose questions at the end of the presentation
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Cone Communications
We strive to help brands build trusted relationships with key stakeholders
• Cause BrandingSM
• Corporate Responsibility• Nonprofit Marketing• Brand Marketing • Crisis Prevention &
Management
Five Core Disciplines Industry-Leading Research World-Class Clients
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Method
Online Study
June 201110,024 Adults5,009 Women, 5,015 Men10 Countries10 Experts± 1% Margin of Error95% Level of Confidence
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Why It’s Important
The Report
• Frames opportunities for business
• 94% of consumers in the world’s largest countries want to see more companies support worthy issues
• Companies are essential because they have resources governments and NGOs do not
• But, it’s not a “one-size-fits-all” world
• Differentiation and customization in a global market are a must
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Compliance Alone is Not Enough
Expect companies to go beyond compliance to operate responsibly
Expect companies to analyze how their practices affect society and evolve them to make the impact as positive as possible
93%
94%
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Consumers Demand Change
The Opportunity
• 81% of consumers expect companies to do more than make money or support their local communities
• U.S.: 27% believe the role of business is to advocate for change
• China: 56% believe the role of business is to advocate for change
• Brazil: 51% believe the role of business is for companies to change the way they operate
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Consumers Demand Change
The Opportunity
• 81% of consumers expect companies to do more than make money or support their local communities
• U.S.: 27% believe the role of business is to advocate for change
• China: 56% believe the role of business is to advocate for change
• Brazil: 51% believe the role of business is for companies to change the way they operate
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Location Matters
The Opportunity
• Citizens globally may agree on what companies should address, but are divided when it comes to where
• Largest countries want local impact: U.S. (47%), Russia (51%), China (49%)
• Japan (49%) sole country to want national impact
• Key emerging countries want global impact: India (41%), Brazil (46%)
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Location Matters
The Opportunity
• Citizens globally may agree on what companies should address, but are divided when it comes to where
• Largest countries want local impact: U.S. (47%), Russia (51%), China (49%)
• Japan (49%) sole country to want national impact
• Key emerging countries want global impact: India (41%), Brazil (46%)
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Focus on Material Issues
The Opportunity
• Addressing a full range of issues is the cost of doing business and what consumers expect
• Economic development (34%) is the issue that takes precedence for consumers
• U.S.: 43% cited economic development, more than any other country
• China: 38% said environment was priority
• Brazil: 20% emphasized education, a close second to economic development (26%)
• No matter what the issue, consumers stand ready to reward with trust, loyalty, advocacy, engagement and increased sales
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Focus on Material Issues
The Opportunity
• Addressing a full range of issues is the cost of doing business and what consumers expect
• Economic development (34%) is the issue that takes precedence for consumers
• U.S.: 43% cited economic development, more than any other country
• China: 38% said environment was priority
• Brazil: 20% emphasized education, a close second to economic development (26%)
• No matter what the issue, consumers stand ready to reward with trust, loyalty, advocacy, engagement and increased sales
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Focus on Material Issues
The Opportunity
• Addressing a full range of issues is the cost of doing business and what consumers expect
• Economic development (34%) is the issue that takes precedence for consumers
• U.S.: 43% cited economic development, more than any other country
• China: 38% said environment was priority
• Brazil: 20% emphasized education, a close second to economic development (26%)
• No matter what the issue, consumers stand ready to reward with trust, loyalty, advocacy, engagement and increased sales
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Focus on Material Issues
The Opportunity• Addressing a full range of
issues is the cost of doing business and what consumers expect
• Economic development (34%) is the issue that takes precedence for consumers
• U.S.: 43% cited economic development, more than any other country
• China: 38% said environment was priority
• Brazil: 24% emphasized education, a close second to economic development (26%)
• No matter what the issue, consumers stand ready to reward with trust, loyalty, advocacy, engagement and increased sales
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Starbucks “Create Jobs for USA”
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Apply Business Assets
The Opportunity
• Consumers expect companies to use their entire portfolio
• Changing the way companies operate (31%) is the one global priority
• U.S.: Cited making donations more than any other country (11% vs. 7%)
• Japan: 29% want companies to develop new products and services that address needs
• India: 21% want companies to raise awareness for issues
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Apply Business Assets
The Opportunity
• Consumers expect companies to use their entire portfolio
• Changing the way companies operate (31%) is the one global priority
• U.S.: Cited making donations more than any other country (11% vs. 7%)
• Japan: 29% want companies to develop new products and services that address needs
• India: 21% want companies to raise awareness for issues
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Apply Business Assets
The Opportunity
• Consumers expect companies to use their entire portfolio
• Changing the way companies operate (31%) is the one global priority
• U.S.: Cited making donations more than any other country (11% vs. 7%)
• Japan: 29% want companies to develop new products and services that address needs
• India: 21% want companies to raise awareness for issues
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Changing the Way They Do Business
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Consumers Will Reward and Punish
The Opportunity
• Consumers are purchasing products with cause/environmental benefits and would do more
• Companies can be a conduit to enhanced volunteering and donations
• But beware, consumers will use their voices and punish a company if it acts irresponsibly
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Consumers Will Reward and Punish
The Opportunity
• Consumers are purchasing products with cause/environmental benefits, and would do more
• Companies can be a conduit to enhanced volunteering and donations
• But beware, consumers will use their voices and punish a company if it acts irresponsibly
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Consumers Will Reward and Punish
The Opportunity
• Consumers are purchasing products with cause/environmental benefits, and would do more
• Companies can be a conduit to enhanced volunteering and donations
• But beware, consumers will use their voices and punish a company if it acts irresponsibly
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Consumers Expect Two-Way Dialogue
The Opportunity
• 93% want to know what companies are doing, and they want to be heard (91%)
• 89% of consumers believe companies share only the positive, while withholding the negative
• 71% are confused by the CR messages
• On the product/package (22%), media (21%) and advertising (16%) are the most effective channels to reach consumers
• 88% say it’s ok if a company is not perfect, as long as it is honest
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Consumers Expect Two-Way Dialogue
The Opportunity
• 93% want to know what companies are doing, and they want to be heard (91%)
• 89% of consumers believe companies share only the positive, while withholding the negative
• 71% are confused by the CR messages
• On the product/package (22%), media (21%) and advertising (16%) are the most effective channels to reach consumers
• 88% say it’s ok if a company is not perfect, as long as it is honest
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Consumers Expect Two-Way Dialogue
The Opportunity
• 93% want to know what companies are doing, and they want to be heard (91%)
• 89% of consumers believe companies share only the positive, while withholding the negative
• 71% are confused by the CR messages
• On the product/package (22%), media (21%) and advertising (16%) are the most effective channels to reach consumers
• 88% say it’s ok if a company is not perfect, as long as it is honest
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Consumers Expect Two-Way Dialogue
The Opportunity
• 93% want to know what companies are doing, and they want to be heard (91%)
• 89% of consumers believe companies share only the positive, while withholding the negative
• 71% are confused by the CR messages
• On the product/package (22%), media (21%) and advertising (16%) are the most effective channels to reach consumers
• 88% say it’s ok if a company is not perfect, as long as it is honest
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Consumers Expect Two-Way Dialogue
The Opportunity
• 93% want to know what companies are doing, and they want to be heard (91%)
• 89% of consumers believe companies share only the positive, while withholding the negative
• 71% are confused by the CR messages
• On the product/package (22%), media (21%) and advertising (16%) are the most effective channels to reach consumers
• 88% say it’s ok if a company is not perfect, as long as it is honest
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Coca-Cola “Arctic Home”
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Companies are Making an Impact
The Opportunity• 93% of consumers believe
companies have made at least some positive impact on the world
• 68% say a company’s efforts have improved the quality of their own or other people’s lives
• 59% credit companies with helping to educate them on important issues
• 56% said they were inspired to support something new
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Companies are Making an Impact
The Opportunity• 93% of consumers believe
companies have made at least some positive impact on the world
• 68% say a company’s efforts have improved the quality of their own or other people’s lives
• 59% credit companies with helping to educate them on important issues
• 56% said they were inspired to support something new
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Companies are Making an Impact
The Opportunity• 93% of consumers believe
companies have made at least some positive impact on the world
• 68% say a company’s efforts have improved the quality of their own or other people’s lives
• 59% credit companies with helping to educate them on important issues
• 56% said they were inspired to support something new
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Companies are Making an Impact
The Opportunity• 93% of consumers believe
companies have made at least some positive impact on the world
• 68% say a company’s efforts have improved the quality of their own or other people’s lives
• 59% credit companies with helping to educate them on important issues
• 56% said they were inspired to support something new
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Pampers “1 Pack = 1 Vaccine”
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Country Insights
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Country Customization
The Insights• Each market requires unique
programs to enhance consumer engagement and ensure effectiveness
• Roles and perceptions of stakeholders (e.g., NGOs, business, government, media) are different from country to country
• Philanthropy and volunteerism are not the cultural norm, but consumers show a willingness to join corporate efforts
• Business has the opportunity to differentiate and lead change in developing nations
• Consumers can be advocates if companies use frank and honest communication
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Available Materials:
www.coneinc.com/globalCRstudy@ConeLLC #coneresearch
• Full Report• Press Release • Fact Sheet• Video
Thank you!Sarah Kerkian
Cone CommunicationsInsights Supervisor
[email protected]@sarahkerkian
Stay Informed
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Blog:www.VolunteeringIsCSR.org
Twitter:@VM_Solutions
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Guest Speaker:
Megan StrandDirector of CommunicationsCause Marketing Forum
TuesdayDecember 13, 201110-11 a.m. PT (1-2 p.m. ET)
December BPN
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