IGNITING

PURPOSE-LED
GROWTH
Businesses are more powerful than ever

Mexico: $260b

2
Businesses are more powerful than ever

Mexico: $260b
Shell: $272b

3
Businesses are more powerful than ever
Norway: $220b
Apple: $234b

Russia: $216b
BP: $226b

Portugal: $90b
Nestlé: $92b China: $2,426b
Top 10 combined: $2,897b
Mexico: $260b
Shell: $272b

UAE: $110b
Honda: $122b
Australia: $426b
Walmart: $482b
India: $236b
Volkswagen: $237b
Argentina: $143b
General Motors: $152b

4
Businesses are more powerful than ever

50m

Twitter

5
Businesses are more powerful than ever

50m 75m

Twitter Instagram

6
Businesses are more powerful than ever
Trust in institutions

53%
52%

41%

Government Business NGO’s

Source: Edelman Trust Barometer 2017 7

Increasingly, people expect companies to use
this power responsibly
“I like brands that have a point of view and stand for something”

61% 61%

53%

47%

Centennials Millennials Middle Age Aging

Source: KantarFutures, 2017 Global Monitor 8

Purposeful Positioning is a key value driver

+175%

Without a sense of
purpose no company
either public or private,
can achieve its full
potential. It will ultimately
lose the license to +86%
operate from key
+70%
stakeholders

Larry Fink,
CEO BlackRock

Low Medium High

12 years brand value growth - BrandZ

9
THE WHY OF
PURPOSE IS
CLEAR
Today, employees And today
want to do more consumers want
than just sell cars. to buy more than
just a car.
But it is still a buzz word with a lot of criticism

MISUNDERSTOOD ABUSED WRONGLY EXECUTED

“A bank planting “Fast-food chain “Soft drink

trees to save supporting deaf solving a
the environment” students education” racial protest”

11
PURPOSE
Why you exist: the
positive impact
in people’s lives and
the world they live in

12
Purpose is not CSR, nor the vision or mission…
but it is closely connected

13
The challenges are
the WHAT & the HOW
I’m in a category that simply
cannot have a positive impact.

My brand was founded to make

money – hardly purposeful…

We have the purpose on

paper… But now what?
Purpose 2020 is the next deep-dive in our thought leadership

ORGANIZING FOR GROWTH DRIVING CUSTOMER CENTRIC GROWTH INSPIRING PURPOSE LED GROWTH

What does it take to win? What are the drivers of Customer What it means to be Purpose-led?
Centricity?
How to organise strategy, structure and How to get there?
capability for growth? How to build an Insights Engine?

The biggest and most global marketing

Deep-dive on Customer-Centricity Deep-dive on Purpose-led growth
thought leadership initiative ever

15
 FMCG Consumer Tech B2B
PROPRIETARY STUDIES

587 Stakeholder Interviews

20,626 Survey Respondents

SPECIFIC DEEP-DIVES

100 Company Deep-dives

Financial Services Pharma/OTC Retail
AMA Member Survey

OUR EXPERIENCE

More than 200

Purpose projects worldwide

16
The Journey towards purpose-led growth has four stages…

3 DRIVERS
Role-modelling
4 CHARACTERISTICS
Collaboration
Leadership-driven
Fuelling conversation
5 CRITERIA Culture- & Strategy-led
Meaningful 360-executed
True Impact-measured
Unique
Coherent
Business-proof

17
 TENA MEN EXISTS

Articulation is about
defining what you stand
for and the role you want
to play

To help men master their

incontinence and re-gain
control of their lives

18
DEFINING PURPOSE
Key criteria & challenges

MEANINGFUL
through societal tension
& localisation

19
DEFINING PURPOSE
Key criteria & challenges

MEANINGFUL
through societal tension
& localisation

20
DEFINING PURPOSE
Key criteria & challenges
SOCIETAL

MEANINGFUL
through societal tension
& localisation

BRAND PROMISE: MESSAGING FOCUS

ASPIRATIONAL

EMOTIONAL

FUNCTIONAL

LAYING THE FOUNDATION EXPANDING THE BRAND CREATE BRAND BONDING BUILDING AN ICON

MARKET: STAGES OF DEVELOPMENT

21
DEFINING PURPOSE
Key criteria & challenges

MEANINGFUL
through societal tension
& localisation

TRUE
to brand character
& company

“Not being authentic and true

to yourself is a very dangerous
zone for a brand to be in”

22
DEFINING PURPOSE
Key criteria & challenges

MEANINGFUL
through societal tension
& localisation

TRUE
to brand character
& company

UNIQUE
within the category

23
DEFINING PURPOSE
Key criteria & challenges

MEANINGFUL
through societal tension
& localisation

TRUE
to brand character
& company

UNIQUE
within the category

COHERENT
on company & brand-level

24
DEFINING PURPOSE
Key criteria & challenges

MEANINGFUL
The 26 Sustainable
thru societal tension & Living brands
localisation
grow 46% faster than
TRUE the rest
to brand character
& company
and
deliver 70% of the
UNIQUE turnover growth
within the category

COHERENT
on company & brand-level

BUSINESS-PROOF
for long-term growth & impact

25
The Journey towards purpose-led growth has four stages…

3 DRIVERS
Role-modelling
4 CHARACTERISTICS Collaboration
Leadership-driven Fuelling conversation
5 CRITERIA Culture- & Strategy-led
Meaningful 360-executed
True Impact-measured
Unique
Coherent
Business-proof

26
Infusing Identifying Values Translating Values into
Behavior
purpose touches
everything...
Everything we do is linked
to a clear purpose

Recruiting Brand Enthusiasts Cascading in an Easy &

OVER- Inspiring Manner –
PERFORMERS
SharePoint
80%

32%
UNDER-
PERFORMERS

27
INFUSING PURPOSE
Key characteristics
C-level is driving the
Brand Purpose
LEADERSHIP-DRIVEN
underpin the priority and
company wide impact

85%
58%

28
INFUSING PURPOSE
Key characteristics

LEADERSHIP-DRIVEN
underpin the priority and Our culture is
company wide impact predominantly focused
on a shared vision

CULTURE- &
STRATEGY-LED
engage the heart & the mind
91%
61%

29
INFUSING PURPOSE
Key characteristics

LEADERSHIP-DRIVEN
underpin the priority and
company wide impact

CULTURE- &
STRATEGY-LED
engage the heart & the mind

360-EXECUTED
substantiate the Purpose

30
INFUSING PURPOSE
Key characteristics

LEADERSHIP-DRIVEN
underpin the priority and
company wide impact Are we the most empowering bank?
internally externally
CULTURE- & External KPIs
STRATEGY-LED
engage the heart & the mind

360-EXECUTED
substantiate the purpose

IMPACT-MEASURED
demonstrate impact & learn

31
The Journey towards purpose-led growth has four stages…

3 DRIVERS
Role-modelling
4 CHARACTERISTICS
Collaboration
Leadership-driven
Fuelling conversation
5 CRITERIA Culture- & Strategy-led
Meaningful 360-executed
True Impact-measured
Unique
Coherent
Business-proof

32
Amplification
is about going
beyond the
brand and the
company…

33
AMPLIFYING PURPOSE
Key drivers

INSPIRATIONAL
Role-modelling

34
AMPLIFYING PURPOSE
Key drivers

INSPIRATIONAL
Role-modelling

COLLABORATION
with game-changers

“Anyone supporting our cause is welcome to join –

suppliers, consumers, competitors“

35
 1971
AMPLIFYING PURPOSE
Key drivers
1971

INSPIRATIONAL
Role-modelling

COLLABORATION
with game-changers

2013
FUELLING
The cultural conversation

36
In conclusion

Brand Purpose is a buzz Overperformers The best in class Brands

word with lots of differentiate themselves are able to rally their
confusion because it is by the ability to infuse it purpose beyond
often misunderstood, throughout the themselves
abused or wrongly organisation => 3 drivers are
executed => 4 characteristics enabling such an impact
=> 5 criteria are have been showcased
identified for a world
class articulation
Final words

1. Aim high and keep your feet on the ground

2. Reverse the 80/20

3. Be a leader
INSPIRING
PURPOSE2020@KANTARCONSULTING.COM
Purpose
MAKING

POWERFUL
Purpose
IS A DOUBLE EDGED SWORD

IT CAN ELEVATE YOUR BRAND

OR TRIP YOU UP

!
 BRANDASSET®
VALUATOR (BAV)
56,000 $160MM
Different Brands
Invested

A MODEL OF BRAND

Development 9B
Data Points
25 52
Countries

& Momentum
Years Of
Learning Surveyed
DOES
PURPOSE To prosper over time, every
company must not only deliver

All?
DRIVE
financial performance, but also
show how it makes a positive
contribution to society.
— CEO Laurence D. Fink of BlackRock
 THE POWER OF
PURPOSE ON
BRAND EQUITY
2007 TODAY

Esteem is
The impact Purpose
on Differentiation has 18%
more
impactful
WE KNOW grown by
PURPOSE IS 19%
among Millennials
GAINING since 2007
than Boomers with

Momentum
regard to Purpose

70% Of Gen Z girls believe that their lives need

to make A DIFFERENCE IN THE WORLD

Source: BAV USA 2007-2017 FY All Adults, Her Gen Z World 2018
 PURPOSE HAS INFILTRATED POP CULTURE

Lady Gaga Matt Damon Emma Watson Leonardo DiCaprio Honest Company Aerie
Born This Way Water.org He For She Initiative Before the Flood Jessica Alba NEDA
Foundation Clean Water Women’s Equality Environmental Awareness Sustainability Body Positivity
LGBTQ Rights
 “To give people the power to build
community and bring the world closer
together.”

Corporate
“To connect the world’s professionals to
make them more productive and successful.”

Statements “To bring inspiration and innovation to

every athlete in the world.”

“To organize the world’s information and

OF make it universally accessible and useful.”
PURPOSE
“To create a better everyday life for the
many people.”

“To inspire humanity—both in the air and on

the ground.”
 AND YET…
“Don’t be Mother Teresa. Your
job is to sell soda and chips.”
—Indra Nooyi, Fast Company, 2017

“As a Unilever shareholder… I would prefer if Mr.

Polman furthered his societal ambitions using his own
rather than his shareholders’ money.”
—Graham Shore, National Review, 2017
 BOTTOM LINE…
Usage at an all

PRICE,
76%
USAGE
time high

CONVENIENCE
& REWARDS “Revenue rose over 6% and profits shot up 49%.
There was no sign of any boycott: The airline said
TRUMP it had 71 million passengers in the first half of the

Purpose
year, 4.2% more than the previous year.”
—July 2017

4x
higher
since 2014
USAGE

Source: BAV USA 2014, 2017 FY; All Adults

Usage defined as regularly use and occasionally use
PURPOSE
NOT “AUTHENTIC”
“Authenticity continues its reign as the
marketing "it" word of the decade. Let's
stop saying we're authentic, let's just be
authentic and keep it real”

—Ad Age, 2016

10 Perspectives
ON PURPOSE

"!
 1. Purpose Can Be Polarizing

I’ll find other places to fill my

prescriptions. I’ll put that on
Facebook. Why would CVS not
cater to their customers”

—GAIL O’BRIEN, CVS Customer

Source: The Orange County Register "#

 2.
Purpose Can Be Unifying
3. Purpose Can Make a Tangible Difference
 4.
Purpose
Can Save
Lives
5. Purpose Should Come From The Brand’s DNA
 5. Purpose Should Come From The Brand’s DNA

Colgate ranks in the top 16% on

Socially Responsible

Source: BAV Global Data; All Adults

 6. Purpose Can Be Political
Gaining in Popularity

Straightforward Authentic

Leader Distinctive

Independent
Daring
Rugged

Arrogant Restrained

Unapproachable

Traditional

Source: BAV USA 2017 FY; Republicans, Democrats

 7. Purpose Can Be Personal
84% similarities between Elon Musk & Tesla

Progressive
Visionary
Gaining in Popularity Innovative Intelligent
Distinctive Dynamic Independent
Prestigious Daring Arrogant
Unique
Different

Source: BAV USA 2017 FY; All Adults

8. Purpose Should Inspire Innovation
 Purpose Can Protect
9. Against Crisis
Since 2014,
Airbnb has
2.7x
increased
in brand equity and value

We’re about home. That is the idea at

the core of our company; belonging.
Top 1%
in Gaining in Popularity

Source: BAV USA 2014-2017 FY; All Adults

 10. KINDNESS
RADICAL

Purpose
Needs
Tensity
Source: BAV USA 2017 FY; All Adults
!$
Fooled
BUT
DON’T
BE
1 Purpose Can Be Polarizing

2 Purpose Can Be Unifying

3 Purpose Can Make a Tangible Difference

Recapping
4 Purpose Can Save Lives
5 Brand’s DNA
Purpose Should Come From The

6 Purpose Can Be Political

7 Purpose Can Be Personal Purpose
8 Purpose Should Inspire Innovation
9 Purpose Can Protect Against Crisis
10 Purpose Needs Tensity
27
 BUT YOU STILL

Have to Sell
(UL)

55.46 USD Jun 8, 2018

60 41.22 USD Jun 14, 2013

55

50

45

40

35
2014 2015 2016 2017 2018
“
We do not have to win at the expense of others to be
successful,” he says. “Winning alone is not enough it’s
about winning with purpose...I am not advocating
communism or trying to turn the world into a kibbutz.
Some people sometimes accuse me of being a socialist but
I am a capitalist at heart. But what I want is a sustainable and
equitable capitalism. Why can’t we have that as a model?

—PAUL POLMAN , MAY 2018

 ou
WHAT DO

Y THINK?
Thank You
ShatterConvention.com DAVID SABLE LAURA JONES
Password: SableDavid1 David.sable@yr.com Laura.jones@bavgroup.com
www.yr.com www.bavgroup.com