rise of the conscious consumer (relate live sydney)
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Tiffany ApczynskiZendesk Vice President, Public Policy and Social Impact
@Tifferatti
#RelateLive
Rise of the Conscious Consumer
Rise of the Conscious Consumer
3 in 5 AustraliansThink more highly of a company that supports worthy causes.
Nielsen 2014 CSR Survey
1/3Buy from socially responsible companies each month.
1 in 2 AustraliansThink when buying a product or service, it is important that the company shows a high level of social responsibility.
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History of CSR
Ethical Supply Chain Sustainability Reduce Carbon
Footprint
Rise of the Conscious Consumer
90% 90%
Global consumers are likely to switch brands to one
associated with a good cause (given comparable price and quality)
Consumers more likely to trust a company that
supports social and environmental issues
Consumers more loyal to these kinds of
companies as well
%88
2015 study by Cone Communications
Rise of the Aussie Conscious Consumer
58% %52
2015 and 2013 study by Cone Communications
Would switch brands if a brand/similarly quality product supports a good
cause.
Believe businesses need to do more than
make a profit
Would help promote products and services associated with good
causes
83%
Rise of the Millennial
What millennials buy or where they shop (84%)
Where they work (78%)
Which stocks or mutual funds to invest in (64%)
Which products and services they recommend to people (82%)
}
$2.45 Trillion Dollars
80 Million Millenials
in United States Consumer Spending
the largest percentage of the United States population
323 Million Americans
Cone Research 2015 and Oracle 2010
Rise of the Millennial
Millennials want business to shift its purpose
Not impressed by the buzz around a business
Millennials values do not change as they progress professionally
Millennials desire a values-led culture
} 5.6 Million Millenialsor 23 percent of the Australian population
24 Million Australians
Nielsen 2014 CSR Survey
CSRTrust with Customers
Empathetic Employees
Your Business
It’s Time to Jump In
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Approaching CSR
Don’t overthink it Programming and missions can evolve over time. The important thing is getting started. 1
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Education Don’t go in with all of the answers. Think of CSR as a professional development class.
Be Humble Prioritize the journey not the destination.
Measure Results Dig into existing metrics and see how CSR/empathy is impacting your company.
Global consumers have officially embraced
corporate social responsibility
2015 Cone Communications/ Ebiquity Global CSR Study