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supporting better companies,
for a better world
Presented by Chantal Oosman

2. 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

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“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

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“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…

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“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

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the time
of the
citizen consumer
is now.

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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

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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 ifthere is a good causebehind it”

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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

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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

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

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So, where to start?

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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’.

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interested to find out how?
Contact us at:
enquiries.ny@iris-worldwide.com