Rise of the Conscious Consumer (Relate Live Sydney)

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Tiffany ApczynskiZendesk Vice President, Public Policy and Social Impact

@Tifferatti

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Rise of the Conscious Consumer


3 in 5 AustraliansThink more highly of a company that supports worthy causes.

Nielsen 2014 CSR Survey

1/3Buy from socially responsible companies each month.

1 in 2 AustraliansThink when buying a product or service, it is important that the company shows a high level of social responsibility.

LIVE

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History of CSR

Ethical Supply Chain Sustainability Reduce Carbon

Footprint


90% 90%

Global consumers are likely to switch brands to one

associated with a good cause (given comparable price and quality)

Consumers more likely to trust a company that

supports social and environmental issues

Consumers more loyal to these kinds of

companies as well

%88

2015 study by Cone Communications

Rise of the Aussie Conscious Consumer

58% %52

2015 and 2013 study by Cone Communications

Would switch brands if a brand/similarly quality product supports a good

cause.

Believe businesses need to do more than

make a profit

Would help promote products and services associated with good

causes

83%

Rise of the Millennial

What millennials buy or where they shop (84%)

Where they work (78%)

Which stocks or mutual funds to invest in (64%)

Which products and services they recommend to people (82%)

}

$2.45 Trillion Dollars

80 Million Millenials

in United States Consumer Spending

the largest percentage of the United States population

323 Million Americans

Cone Research 2015 and Oracle 2010

Rise of the Millennial

Millennials want business to shift its purpose

Not impressed by the buzz around a business

Millennials values do not change as they progress professionally

Millennials desire a values-led culture

} 5.6 Million Millenialsor 23 percent of the Australian population

24 Million Australians

Nielsen 2014 CSR Survey

CSRTrust with Customers

Empathetic Employees

Your Business

It’s Time to Jump In

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Approaching CSR

Don’t overthink it Programming and missions can evolve over time. The important thing is getting started. 1

2

3

4

Education Don’t go in with all of the answers. Think of CSR as a professional development class.

Be Humble Prioritize the journey not the destination.

Measure Results Dig into existing metrics and see how CSR/empathy is impacting your company.

Global consumers have officially embraced

corporate social responsibility

2015 Cone Communications/ Ebiquity Global CSR Study