View
1.132
Download
0
Category
Tags:
Preview:
DESCRIPTION
The mass will soon understand the current situation is not only unsustainable but unacceptable... This is the 1st in a 3 part series on strategic CSR for the benefit of Consumer and Business in society, primarily dealing with the why (should we bother?) Part 2 will explore specific directions and examples for companies to consider, converting cost to benefit, and possibly various other topics, depends on the material in my reach and time. Part 3 i will present a strategic overview for the CSR landscape, and how consumers will drive the revolution, hopefully aided by business, supported by Government. May the next revolution be led by paying not raging consumers. It is not impossible. "Those who make peaceful revolution impossible will make violent revolution inevitable." by J.F.Kennedy You are welcome to use, modify or build on my work, ideas and thinking presented here for your own purposes, commercial or non commercial, creative or otherwise. As you like. You can give me credit if it feels appropriate. Ideas are never static and thinking does not work in milestones. So i may produce an update at any time subject to new learnings, experiences, as well as exposures to different views. Please contribute also! We are the 100%. :-) Marco Monfils http://www.linkedin.com/in/marcomonfils
Citation preview
The role of CSR and the future of business in humanity
Implications for branding in the social era
By Marco MonfilsFor Cleaning Products Europe
27 March 2013
The basic premise
• Every scenario is a possible future. If we believe it, so it is.
Michael Porter
• What we are doing now isn't working. We haven't solved the problems of society, and it hasn't benefitted us as businesses.”
• A successful business is not (only) about delivering increased profit for investing shareholders, rather it is aout satisfying multiple stakeholders and doing so simultaneously.
• Business has been part of the problem…
US wealth inequality
No comment
The rich do not create jobs
Irrelevant?
The economic reality
Human = Resource
People are pissed off
Some more so then others
Dear Wall Street
I can’t afford a lobbyist
But I can communicate
Where is my bailout?
Its not only Africa
But all of us
Companies should do more
The message cannot be controlled
We are the 100%
Absolute progress
Yet CSR remains a cost…
Creating Shared Value
Its about driving the business model so we can simultaneously achieve the societal objectives.
Creative Capitalism
Can we take some of the resources and innovation power of the world’s largest corporations and focus more of that on the needs of the poorest?
Humanity’s report card
• 2 billion people starving • 2 billon people labeled food-insecure• 2 billion people pissed off
Humanity’s report card
• 2 billion people starving • 2 billon people labeled food-insecure• 2 billion people pissed offD-
Is revolution inevitable?
Wall Street controls our financial lives; the media manipulates our minds. These systems cannot be changed from within. There is no alternative. Without a revolution, these institutions will bankrupt the country, keep fighting failed wars, start new ones, and hold us in perpetual intellectual subjugation.
We have to evolve
In the years to come, a company will be able to preserve its freedoms only if it embraces a new and more enlightened view of its responsibilities.
Consumer
Business
Government
About the role of Government
We cannot wait for governments to do it all. Globalization operates on Internet time. Governments tend to be slow by nature, because they have to build political support for every step.
The three elements of Society
C
G B
Our current reality?
C
G B
The path of least resistance
C
G B
Welcome to the consume(r)evolution
C
G B
Business value re-interpretation
Business – CSR = lower profit
or
Business + CSR = enhanced profit
Consumer value understanding
Commodity Lowest price will do B = C
Branded Worth paying forB = C + V
Commodity
Brand Worth paying more forB = C + AV
Today
• When all else equal, I buy the cheaper brand.
Tomorrow
• When all else equal, I buy the nicer brand.
Tomorrow?
• When all else equal, I buy the nicer brand.
Implications for branding
• WOM is back with a vengeance• Your employees, customers, partners and
diverse stakeholders are your most important advertising
• Everything/everyone communicates
Implications for strategy
• Recognition of multiple stakeholders• Integrated communication/integrated CSR• CSR from cost to benefit
To evolve or to revolt, that is the question
Lets figure this out together
Thank you
http://hu.linkedin.com/in/marcomonfils
Recommended