2. carolyn@mytravelresearch.com TravelResearch0 mytravelresearch.comcarolyn-childs-74653ba/
What’s the point of brand purpose?
https://www.unilever.com/news/news-and-features/Feature-article/2019/brands-with-purpose-grow-and-here-is-the-proof.html
In 2014, Jim Stengel looked at the brands who
had the most loyalty/affinity in the Millward
Brown database.The 50 highest were united
by ethics. He called them the Stengel 50
Between 2000 and 2011 the Stengel 50 had
grown by 382%compared with a 8%loss
for the S&P 500 benchmark
So does brand purpose enable us to have it all?
7. carolyn@mytravelresearch.com TravelResearch0 mytravelresearch.comcarolyn-childs-74653ba/
“….the whole concept of brand purpose is moronic. I do
not want Starbucks telling me about race relations and
world peace – I want it to serve me a decent coffee in
pleasant locations.“
Mark Ritson,
Adjunct Professor of Marketing, Melbourne Business School
Not everyone’s a fan
Source: MarketingWeek
8. carolyn@mytravelresearch.com TravelResearch0 mytravelresearch.comcarolyn-childs-74653ba/
And not all consumers live up to their ideals
…. If the practical benefits stack up
In 2018, after at least 20 significant
negative reports around treatment of
drivers and customers
Uber’s IPO was one of the largest in
history at $75.5bn
AND
Uber still managed to grow their
customer base of the U.S. millennial
population from 17.3% to 25.5%
(that’s around 5 million new millennial
customers)https://www.campaignlive.com/article/bran
d-purpose-goes-wrong/1579154
Only 12% of millennials have
chosen a brand because of its
responsible behaviour. Only 16%
have boycotted one.
24. carolyn@mytravelresearch.com TravelResearch0 mytravelresearch.comcarolyn-childs-74653ba/
The ‘new normal’ is that many brands are…
https://www.intrepidtravel.com/adventures/why-we-are-becoming-climate-positive/
https://intelligence.wundermanthompson.com/2019/12/biocontributive-brands/
https://www.forbes.com/sites/veronikasonsev/2019/11/27/patagonias-focus-on-its-brand-purpose-is-great-for-business/
https://medium.com/activate-the-future/understanding-the-opportunity-of-regenerative-tourism-894136cafd3b
https://ageofthrivability.com/travel-to-tomorrow-an-emerging-vision-for-the-tourism-industry/
https://ageofthrivability.com/travel-to-tomorrow-an-emerging-vision-for-the-tourism-industry/
As the context changes,
the expectations will
change
… and so will the available
solutions
30. carolyn@mytravelresearch.com TravelResearch0 mytravelresearch.comcarolyn-childs-74653ba/
For example…
Sources: Money makes the (Tourism) World go round – or does it? Professor Pauline Shelden University of Hawaii, TTRA International Conference 2019 Keynote
Adapted from John Fullerton, 2015, Regenerative Capitalism How Universal Patterns and Principles will Shape our New Economy, Capital Institute