Welcome to the consume(r)evolution, the choice is ours. Implications for brands, strategy.
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The mass will soon understand the current situation is not only unsustainable but unacceptable... This is the 1st in a 3 part series on strategic CSR for the benefit of Consumer and Business in society, primarily dealing with the why (should we bother?) Part 2 will explore specific directions and examples for companies to consider, converting cost to benefit, and possibly various other topics, depends on the material in my reach and time. Part 3 i will present a strategic overview for the CSR landscape, and how consumers will drive the revolution, hopefully aided by business, supported by Government. May the next revolution be led by paying not raging consumers. It is not impossible. "Those who make peaceful revolution impossible will make violent revolution inevitable." by J.F.Kennedy You are welcome to use, modify or build on my work, ideas and thinking presented here for your own purposes, commercial or non commercial, creative or otherwise. As you like. You can give me credit if it feels appropriate. Ideas are never static and thinking does not work in milestones. So i may produce an update at any time subject to new learnings, experiences, as well as exposures to different views. Please contribute also! We are the 100%. :-) Marco Monfils http://www.linkedin.com/in/marcomonfils
Welcome to the consume(r)evolution, the choice is ours. Implications for brands, strategy.
- 1. The role of CSR and the future of business in humanity Implications for branding in the social era By Marco Monfils For Cleaning Products Europe 27 March 2013
- 2. The basic premise Every scenario is a possible future. If we believe it, so it is.
- 3. Michael Porter What we are doing now isn't working. We haven't solved the problems of society, and it hasn't benefitted us as businesses. A successful business is not (only) about delivering increased profit for investing shareholders, rather it is aout satisfying multiple stakeholders and doing so simultaneously. Business has been part of the problem
- 5. No comment
- 6. The rich do not create jobs
- 7. Irrelevant?
- 8. The economic reality Human = Resource
- 9. People are pissed off
- 10. Some more so then others
- 11. Dear Wall Street
- 12. I cant afford a lobbyist
- 13. But I can communicate
- 14. Where is my bailout?
- 15. Its not only Africa
- 16. But all of us
- 17. Companies should do more
- 18. The message cannot be controlled
- 19. We are the 100%
- 20. Absolute progress Yet CSR remains a cost
- 21. Creating Shared Value Its about driving the business model so we can simultaneously achieve the societal objectives.
- 22. Creative Capitalism Can we take some of the resources and innovation power of the worlds largest corporations and focus more of that on the needs of the poorest?
- 23. Humanitys report card 2 billion people starving 2 billon people labeled food-insecure 2 billion people pissed off
- 24. Humanitys report card 2 billion people starving 2 billon people labeled food-insecure 2 billion people pissed off
- 25. Is revolution inevitable? Wall Street controls our financial lives; the media manipulates our minds. These systems cannot be changed from within. There is no alternative. Without a revolution, these institutions will bankrupt the country, keep fighting failed wars, start new ones, and hold us in perpetual intellectual subjugation.
- 26. We have to evolve In the years to come, a company will be able to preserve its freedoms only if it embraces a new and more enlightened view of its responsibilities.
- 27. Consumer
- 28. Business
- 29. Government
- 30. About the role of Government We cannot wait for governments to do it all. Globalization operates on Internet time. Governments tend to be slow by nature, because they have to build political support for every step.
- 31. The three elements of Society C G B
- 32. Our current reality? C G B
- 33. The path of least resistance C G B
- 34. Welcome to the consume(r)evolution C G B
- 35. Business value re-interpretation Business CSR = lower profit or Business + CSR = enhanced profit
- 36. Consumer value understanding Commodity Lowest price will do B=C Branded Worth paying for B=C+V Commodity Brand Worth paying more for B = C + AV
- 37. Today When all else equal, I buy the cheaper brand.
- 38. Tomorrow When all else equal, I buy the nicer brand.
- 39. Tomorrow? When all else equal, I buy the nicer brand.
- 40. Implications for branding WOM is back with a vengeance Your employees, customers, partners and diverse stakeholders are your most important advertising Everything/everyone communicates
- 41. Implications for strategy Recognition of multiple stakeholders Integrated communication/integrated CSR CSR from cost to benefit
- 42. To evolve or to revolt, that is the question
- 43. Lets figure this out together
Editor's Notes
- #4: The over-exploitation of natural resources (humanity included)is already straining the sustainability of the earths natural resources. 60% of earths main ecosystems are being degraded or used unsustainably [Gilles Mur]Yes, we are making progress,. No, we are not making enough progress [Mohamed Samir]
- #5: http://mashable.com/2013/03/02/wealth-inequality/
- #6: http://www.usmessageboard.com/politics/254207-income-inequality-costs-the-us-economy-740-billion.html
- #7: http://ecoopportunity.net/2013/03/video-the-myth-shattered-that-the-rich-create-jobs/
- #8: http://www.zerohedge.com/news/2012-12-22/it-five-time-more-difficult-get-attendant-job-delta-airlines-enter-harvard
- #9: Roland Shroeder: Population up, consumption up, life expectancy up, resources down (if human = resource, then resources Up)http://www.zerohedge.com/news/2012-12-22/it-five-time-more-difficult-get-attendant-job-delta-airlines-enter-harvard
- #15: A cozy relationship between big business and government
- #18: Yes men campaign against Chevron, after the BP oil incident, how good an oil company can be big mistake
- #21: http://blog.ted.com/2013/03/14/what-does-extreme-poverty-look-like-today-some-nuanced-and-insightful-readings/http://business.financialpost.com/2013/01/29/calculating-the-roi-of-corporate-social-responsibility/?__lsa=0776-3e21&goback=%2Egde_4653870_member_217142785
- #22: http://www.youtube.com/watch?v=QjYY3gc9_gEIts not about personal values
- #23: http://www.youtube.com/watch?v=zA1ioym5OYAExplore and you will find
- #26: http://en.wikipedia.org/wiki/Gerald_Celente
- #27: http://www.managementexchange.com/video/gary-hamel-reinventing-technology-human-accomplishment?goback=%2Egmp_3451844%2Egde_3451844_member_216776288Its not one versus the other.
- #35: To use the power of brands to mobilize consumers to adapting (and promote!) more sustainable behavior [Tom Damen][Mohamed Samir] do we wait for consumers to move or do we help them move?
- #37: We are suffering from green saturation! [Ann Connor]
- #39: [Mohamed Samir] Consumers are not readyConsumers are aware but does not translate into business benefitConsumers are aware business does not translate into societal benefit