Global Trend Briefing - BIG BRAND REDEMPTION

GLOBAL TREND BRIEFING · JULY 2016 | BIG BRAND REDEMPTION: PPT EDITION

JULY 2016

GLOBAL TREND BRIEFING

What if YOU believed big brands are the answer to a more sustainable, ethical, brighter future for us ALL?

BIG BRAND REDEMPTION

We all know we need a new kind of consumerism. More sustainable and ethical, healthier and fairer for ALL. And right now, there's a

consensus answer on how we build it...

That answer tells us that big (often legacy) brands are the PROBLEM. Millions of consumers feel distrust for the big brands that surround them.

Meanwhile, a wave of startups show towards a new kind of consumerism.

But what if we took the way we thought about big brands...

...and turned it on its head?

What if big brands stopped being the sustainability, ethics, health and fairness PROBLEM, and started

being the ANSWER...?

No, we haven't been smoking anything ;)Could established brands be the guiding force behind the creation of a better world?

Big brands as the world's most powerful force for good?

These brands have massive scale, vast material and human resources.

Time to put them to better use.

BIG BRAND REDEMPTION | Big brands are mired in eco, social and health sin. Now, they must seek REDEMPTION by leveraging their vast scale,

resources and expertize to tackle the challenges that no one else can, and build a better world!

DEFINITION

You may say we're dreamers...After all, many big brands are more profitable than even. But we’re not saying we’re there yet.

Yes, you need buy in from the very top. But you can start a movement inside your brand...

WHY REDEMPTION?A powerful convergence of changing consumer

mindset and shifting social and economic realities is driving this trend forward.

WHY REDEMPTION?

Rising numbers are trapped in a GUILT spiral.

Eight out of ten people say it is the responsibility of business to lead to

solve social problems.EDELMAN TRUST BAROMETER, 2016

In the face of climate change and job automation, there’s a renewed appetite for radical answers.

WHY REDEMPTION?

For big brands, pretending to be a startup (think: hackathon days and faux-friendly social media?) doesn't work.

WHY REDEMPTION?

REDEMPTION is the only way big brands win. It’s time for them to put their scale, reach and resources to good use.

WHY REDEMPTION?

No brand has yet achieved full REDEMPTION. But a select few have made progress down the

long road that leads to it.

WHAT REDEMPTION LOOKS LIKE...

EPIC PROBLEM:

Nicotine use is still the largest cause of preventable death in the US, causing over 480,000 deaths a year.(Centers for Disease Control and Prevention)

US pharmacy company commits to 'nation's first tobacco free generation'

FEATURED INNOVATION

CVS Health

"Helping people quit smoking goes way beyond removing cigarettes from our stores. It's about

engaging them in ways only CVS Health is equipped to do."

CVS HEALTH

CVS are on the road to REDEMPTION. To fully achieve it? Become the brand that owns – and wins – the battle against smoking in the US.

EPIC PROBLEM:

Around 1.25 million people per year die as a result of traffic accidents.(World Health Organization)

Automaker says no one should die in their cars from 2020 onwards

FEATURED INNOVATION

REDEMPTION awaits...One way for Volvo to achieve it? By becoming a road-safety organization funded by the sale of safe cars.

EPIC PROBLEM:

Diarrhea kills approximately 800,000 children under the age of five every year.(World Health Organization)

Brand aims to reach 1 billion with life saving health interventions

FEATURED INNOVATION

Unilever

"What I want is a sustainable and equitable capitalism. Why can't we

have that as a model?"

PAUL POLMAN, CEO OF UNILEVER

REDEMPTION isn't a competition, but if it was, Unilever might be in first place.

EPIC PROBLEM:

In cities across the US, many neighborhoods have faced long-term economic neglect.

US banking giant commits USD 125 million to revitalize neglected neighborhoods

FEATURED INNOVATION

JPMorgan Chase

A bank redeemed? Anything is possible ;)But there’s still room for improvement!

Want to become a champion of REDEMPTION within YOUR brand? You can start by pushing for

a single project that shows the way...

BUT IT ALL STARTS WITH A SINGLE STEP.

Telco REDEMPTION?

Maxis’ set up a SOS network in flood-prone areas of Malaysia.

Sneaker REDEMPTION?

Adidas’ limited edition shoes are made from recycled plastic.

Fast food REDEMPTION?

In Brazil, Habib’s helped unemployed people find work.

Airline REDEMPTION?

Transavia offered cost-price accommodation to volunteers helping with the refugee crisis in Greece.

Oil company REDEMPTION?

Shell opened a human and solar-powered football pitch in Lagos.

REDEMPTION WILL KEEP EVOLVING.

Seeing this trend in the context of a bigger picture can help you track its evolution – and build

momentum inside YOUR brand!

16 mega-trends that provide structure and context when

tracking innovation.

The Trend Framework

THE BIGGER PICTURE

NEXTIt's time for YOU to start building a MOVEMENT!

It's up to you to light the fuse. Share this briefing and start a chain reaction inside your organization!

Stop thinking CSR. This is about a new model of what a big brand should be.

Beware of false REDEMPTION. Applying this trend means putting purpose first!

REDEMPTION starts from within. Could you build momentum around an inward-facing play on this trend?

YOUR WORK STARTS TODAY!

Global Trend Briefing - BIG BRAND REDEMPTION

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