purpose in the digital age: can business be the biggest driver of change?

Confidential © iris 2013 Confidential © iris 2013

supporting better companies,

for a better world

Presented by Chantal Oosman

Confidential © iris 2013

Business knows how to get the job done. Business knows how to bring the right people together. Business knows how to optimize its resources to advance its game. However, Business doesn’t always know how to infuse its work with a larger purpose bigger than itself and the sum of all its parts: including the communities they serve and the world it operates in. Doing good is no longer about generating awareness of a cause in order to seek permission to operate. If you’re not good to the core no one will believe what you say anyway. The kind of good we create drives participation around a shared purpose from all those around you: employees, stakeholders and your audiences. It starts from the inside. This is a long term business plan, not a short term communications fix. The time of apologetic CSR reporting is over. It’s time to be proud. It’s time to bake doing good into your offering and we are the agency to help you do it.

WE BELIEVE


“Making the world a better place should be a significant part of what businesses do… The successful businesses of the future will be those with a social mission built into their business model. It's not tangential. The direct alignment of profitability and social rewards ensures the journey is the end reward.” -Jon Carson, Chairman CEO BiddingForGood.com


“When quality and price are equal, social purpose ranks as most

important factor in selecting a brand”

Source: Edelman Global Purpose Study 2012

purpose is the new paradigm Businesses with a higher purpose are doing better in a world where consumers are demanding more transparency, accountability and positive societal impact vs. greed and growth at any cost…


“Good” has become a key purchase driver

87% Consumers worldwide

believe business should place at least equal

weight on business and society

60% “Buying goods from socially responsible

companies is important to me”

Sources: Edelman Global Purpose Study 2012, 2013 Cone Communications CSR Survey, Good Must Grow.

All Else Equal, 9 in 10 Consumers Would Switch Brands to One Associated With a Good Cause


the time of the

citizen consumer is now.


New platforms and social media have made it easier to be aware of social issues, demonstrate our support and see our impact

They’re Empowered by technology and ready to act

Sources: Edelman Global Purpose Study 2012, Time.com, inthecapitalstreetwise.com

59% The internet has had a major

impact on the ability to get

individuals together to make social change


This has fuelled a a new wave of businesses who are more socially conscious and able to gather widespread support around their initiatives

And want to participate with brands that influence change

71% “I will help promote a brand promote their products if there is a good cause behind it”


who account for growing market share

47% Global consumers buy brands that support a good cause at least

monthly

67% “I have bought a

product with a social/environmental benefit

this year”

Sources: Edelman Global Purpose Study 2012. 2013 Cone Communications CSR Survey


This has shifted the way all brands need to approach “Good”

DO GOOD FOR GOOD

Consumers now want to see what brands are doing to advance progress and how they are inviting their audiences to participate

Approach: Cause marketing that is treated as an “add-on” to business and communications goals where portion of profits is earmarked for philanthropy GOAL: Maintain corporate image to achieve license to operate from stakeholders and investors

Approach: Purpose is an integrated core of a brand’s proposition and communications plan GOAL: Long-term participation that engages audience at multiple levels to create a community of shared beliefs to ensure deeper, sustained and transparent involvement


We understand that we’re all at different stages of our ‘Good Journey’…

DO GOOD FOR GOOD


So, where to start?


IRIS FABRIC We here to help businesses go beyond just looking good. We here to help them ensure every fiber of their being is treated to create a lasting impactful design on both their business and society. No matter where a business might be on its ‘social good journey’.


interested to find out how?

Contact us at: [email protected]