IGNITING PURPOSE-LED GROWTH
THE WHY OF PURPOSE IS CLEAR Consumer Employee Financial Demand Preference Performance 84% 3X 6 Trillion
Brands recognized for high commitment to Purpose have grown at more than twice the rate of others. Brand Z 12 Year Brand Value Growth +175% Sampling of high purpose brands +86% +70% Low Medium High Perceived Positive Impact 3 Source: Brand Z 2017
Purpose 2020 is the 3 rd in our thought leadership series ORGANIZING FOR GROWTH INSPIRING PURPOSE LED GROWTH DRIVING CUSTOMER CENTRIC 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 4
When it comes to Purpose, most marketers think they’ve got one, but… 76% 10% vs. of marketers Of marketers say believe their that this purpose organization goes beyond their has a defined product/service purpose. promise to include a societal commitment. 5 Source: Purpose 2020 2017
Despite or perhaps because of all the buzz, misrepresentation of Purpose is widespread. NON MISUNDERSTOOD ABUSED STRATEGIC “A bank planting “Soft drink “ ’To become the number one trees to save solving a automotive parts supplier the environment” racial protest” A noble cause that is disconnected Conflate mission and purpose: Exploitation of a social issue from the brand’s equity/ not just a business objective without real commitment or intent competencies or has to meaningfully address it. disproportionally low impact 6
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The challenge is 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?”
The Journey towards purpose-led growth has four stages… 9
3 DRIVERS Role-modelling 4 CHARACTERISTICS Collaboration Leadership-driven 5 CRITERIA Fuelling conversation Culture- & Strategy-led Meaningful 360-executed True Impact-measured Unique 3 steep steps Coherent Business-proof take Purpose from a tactic to a movement 10
ARTICULATION IS ABOUT DEFINING WHAT YOU STAND FOR AND THE ROLE YOU WANT TO PLAY IN THE WORLD 11
ARTICULATING PURPOSE Building Blocks MEANINGFUL through societal tension 12
ARTICULATING PURPOSE Building Blocks MEANINGFUL through societal tension & localisation TRUE to brand character & company 13
ARTICULATING PURPOSE Building Blocks MEANINGFUL through societal tension & localisation TRUE to brand character & company UNIQUE within the category 14
ARTICULATING PURPOSE Building Blocks MEANINGFUL through societal tension & localisation TRUE to brand character & company UNIQUE within the category COHERENT on company & brand-level 15
ARTICULATING PURPOSE Building Blocks MEANINGFUL thru societal tension & localisation TRUE to brand character & company UNIQUE within the category COHERENT on company & brand-level BUSINESS-PROOF for long-term growth & impact
3 DRIVERS Role-modelling 4 CHARACTERISTICS Collaboration Leadership-driven 5 CRITERIA Fuelling conversation Culture- & Strategy-led Meaningful 360-executed True Impact-measured Unique Coherent Business-proof Step 2 17
Infusion is key to ensuring impact 18
High performing brands and companies drive engagement within the organization 90 Under Perform Overperform Everything we do is linked 84 to a clear purpose 80 72 OVER- 70 PERFORMERS 63 60 60 80% 50 32% 47 UNDER- 43 PERFORMERS 40 I am proud of my brand’s purpose In our company we ensure that all employees We continuously engage are fully engaged with our brand purpose our consumers and customers around our brand’s purpose 19
INFUSING PURPOSE Key characteristics C-level is driving the Brand Purpose LEADERSHIP-DRIVEN underpin the priority and company wide impact 85% 58% 20
INFUSING PURPOSE Key characteristics LEADERSHIP-DRIVEN underpin the priority and company wide impact CULTURE-LED engage the heart & the mind 21
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 22
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 IMPACT-MEASURED demonstrate impact & learn 23
3 DRIVERS Role-modelling 4 CHARACTERISTICS Collaboration Leadership-driven 5 CRITERIA Fuelling conversation Culture- & Strategy-led Meaningful 360-executed True Impact-measured Unique 3 steep steps Coherent Business-proof take Purpose from a tactic to a movement 24
Amplification is about going beyond the brand and the company… 25
AMPLIFYING PURPOSE Key drivers INSPIRATIONAL Role-modelling 26
AMPLIFYING PURPOSE Key drivers INSPIRATIONAL Role-modelling COLLABORATIVE with game-changers 27
1971 AMPLIFYING PURPOSE Key drivers 1971 INSPIRATIONAL Role-modelling COLLABORATION with game-changers FUELLING The cultural conversation 28
Ultimately, brands that amplify seek to create a movement that will live on Articulation – Infusion – Amplification – Take a Stand! Involve Everyone! Create a Movement! 29
3 DRIVERS Role-modelling 4 CHARACTERISTICS Collaboration Leadership-driven 5 CRITERIA Fuelling conversation Where are you Culture- & Strategy-led Meaningful 360-executed on the journey? True Impact-measured Unique Coherent Business-proof 30
IGNITING PURPOSE Contact: leslie.pascaud@kantar.com
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