The document discusses how companies can create social change to build their brands through shared value strategies. It argues that shared value, by addressing social and environmental issues, can help companies achieve economic success while also creating value for society. It provides examples of how brands can embed sustainability into their marketing, engage stakeholders on issues that affect their industries, and generate positive returns through shared value campaigns that benefit both their business and society. The document advocates for an integrated approach where marketing leads efforts to align brand culture, business objectives, and stakeholder engagement with the goal of social change.

1. Social Change To Build Brands
Bruce Gerth
Friday – May 11, 2012
Business and Environment Series
Embedded Sustainability

2. Effect Partners
EFFECT is a pioneer and strategic
thought leader in sustainability driven
marketing.
Since 1990, we have orchestrated
movements that engage consumers
and inspire positive societal change
while delivering business results for
our clients
We are committed to helping brands
pursue a shared value model and are
proud of our accomplishments through
a varied portfolio of leading brands.
Our efforts have helped shape and
create sustainable marketing
programs, platforms and innovative
campaigns in CPG, the Natural &
Organic Industry, entertainment, retail,
energy services, and NGO sectors.
Effect Partners 2012

3. Shared Value Strategy Philosophy
Companies must take the lead in bringing business
and society back together.The recognition is there among
sophisticated business and thought leaders, and promising elements of a new
model are emerging. Yet we still lack an overall framework for guiding these
efforts, and most companies remain stuck in a “social responsibility” mind-set
in which societal issues are at the periphery, not the core.
The solution lies in the principle of shared value, which
involves creating economic value in a way that also creates value for society
by addressing its needs and challenges. Businesses
must
reconnect company success with social progress.
Shared value is not social responsibility, philanthropy, or even sustainability,
but a new way to achieve economic success.It is not on the
margin of what companies do but at the center. We believe that it can give rise
to the next major transformation of business thinking.
Michael E. Porter is the Bishop William Lawrence University Professor at Harvard University.
Effect Partners 2012

4. It is not tags or labels…
or LABELS
or certifications
or Green Marketing
Effect Partners 2012

5. It is not sponsorship
It is not about
sponsoring the
baby…
Effect Partners 2012

6. It is about engagement at the core
It is about directly
addressing the issues
that can or will affect the
baby.
Effect Partners 2012

7. It is not about philanthropy
Efforts must have positive ROI
and go beyond philanthropy to
extend to a more sustainable
along term capacity.
Effect Partners 2012

8. Embedding is teaching, involving and engaging…?
The premise is not really new.
"Tell me and I’ll forget; show me and I may
remember; involve me and I’ll understand.”
– Chinese Proverbs
Effect Partners 2012

9. Why
Social Media has created a new
level of transparency. It is
now, more than ever easier to look
into the soul of a company.
The Kashi
With the challenges,
GMO
social change also
Experience
presents new
opportunities.
Effect Partners 2012

10. Why
Today’s marketplace and technology
has altered the traditional
gravitational pull of the marketing
funnel.
A deeper engagement is needed to
maintain the force of movement
through the funnel.
Effect Partners 2012

11. Why
46% wouldn’t invest in a company
they don't believe is acting responsibly
40% of respondents say their organizations have
changed their business models as a result of
sustainability.
72% expect corporations to take
actions to preserve and sustain the
environment
64% of consumers believe it is no longer enough for
corporations to give money; they must integrate good
causes into their everyday business.
Effect Partners 2012

12. Why
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13. Marketing
Effect Partners 2012
Integrate the Silos
Public Relations
Community & Government
Relations
Corporate Responsibility
Brand Management
Sales
Human Resources

14. Marketing needs to lead the charge
Effect Partners 2012

15. Process Flow
Brand
Business
Culture &
Objectives
Intent
Shared Value
Strategy
Value Engagement Platform
Company Stakeholders Consumers
Internal & External
Campaigns
Partnerships Retail
Traditional Digital /
PR Social Media
Media Mobile
Effect Partners 2012
Effect Partners 2012

16. ROI view
Shared Value
To be Campaign
sustainable, effo
rts must have
positive ROI in
both the short Internal External
term and long
term.
Engagement Brand Loyalty
Societal
Productivity
Impact
Innovation Sales
Short Term Objectives
Long Term Equity
Effect Partners 2012
Effect Partners 2012

17. Embedding a Brand
Waste less today,
For a wasteless
tomorrow.
Effect Partners 2012

18. Internally
Innovation reduced landfill impact by 140 million bags
Employees engaged in
active waste diversion
programs.
Embraced corporate wide
at shareholder, stakeholder
and sales events.
Effect Partners 2012

19. Externally Consumer, Partner & NGO
Alignments
One Bag Platform
Engagement across all
Channels
Influencer Positioning
Consumer facing
digital
Heritage
Relationships
Effect Partners 2012

20. Ooops….
Bottled water Plastic throw aways
as giveaways
Coffee ?
Not Recycling
Not using recycling
paper or inks.
We’ve gone
green…
Effect Partners 2012

21. Thank You
Thank You
Feel free to contact me directly should you have
questions or want to have a cup of coffee and a
conversation.
4208 Park Glen Road
Minneapolis, MN 55416
Bruce Gerth
(952) 426-7800
www.effectpartners.com (952) 426-7814 direct
bruce@effectpartners.com
Effect Partners 2012