The State of Activating Purpose: Research Data on Thousands of Purpose-driven Brand Campaigns

The State of Activating Purpose: Research Data on Thousands of Purpose Driven Brand Campaigns

Ben RichardsRadley Yelder@RadleyYelder

Charlotte WestBusiness in the Community@lottie_west

© Radley Yeldar Ltd

Sustainable BrandsThe word-action gap

Ben RichardsConsulting Director

@benrichards81

Sustainable Brands

prepared by Radley Yeldar

September 2016


Our view of purpose

An introduction to our approach to purpose

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Our point of view

Brands with purpose use their unique position, expertise and capabilities to deliver things that matter to individuals,

society or the world

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The most powerful purposes arise from what a brand is good at, their passions and meeting a world need

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Purpose

What are you good at?

What does the world need?

What’s your passion?


The most important bit, from our perspective

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Being purposeful is more than worthy words. It’s about

getting your business behind it, to make a bigger difference


Fir for Purpose: 2,700 data points across four criteria

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Purpose and story Communications Performance Behaviour

A great purpose and story is authentic,

visionary and inspirational. It gives the

brand focus and direction.

Using communication channels to engage your

audience builds momentum and creates a movement —inspiring everyone to get involved

and play their part.

Purpose needs to run deeper than just

communications. It should be at the heart of the way you do business,

set ambitions and monitor progress.

In a purposeful company, employees are engaged and keenly contribute to

the achievement of purpose related goals


The word-action gap

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The word-action gap

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Words ActionsPurpose and story Communications Performance Behaviour


The word-action gap

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Examples of brands

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3


Walmart

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Rank: 76Walmart helps people around the world save money and live better - anytime and anywhere

Purpose and story80.0%

Communications55.0%

Performance30.0%

Behaviour32.1%

Words > Actions-41.0%


Roche

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Rank: 23Doing now what patients need next


Communications70.0%

Performance30.0%

Behaviour75.0%

Words > Actions-24.5%


BASF

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Rank: 16We create chemistry for a sustainable future


Communications85.0%

Performance65.0%

Behaviour50.0%

Words > actions-7.6%


Total

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Rank: 60Total's mission is to responsibly enable as many people as possible to access energy in a world of constantly growing demand, by focusing on three basic cornerstones: ethics, safety and corporate social responsibility.


Communications65.0%

Performance45.0%

Behaviour50.0%

Words > actions-9.5%


IKEA

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Rank: 23To create a better everyday life for the many people


Communications85.0%

Performance55.0%

Behaviour80.0%

Words = actions0.0%


Reckitt Benckiser

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Rank: 7Health is no longer just the absence of illness, it’s being able to lead a fitter and happier life. Our responsibility is to help people achieve this.


Communications70.0%

Performance90.0%

Behaviour71.4%

Words = Actions0.0%


Nestlé

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Rank: 8We enhance lives with science-based nutrition and health solutions for all stages of life, helping consumers care for themselves and their families.


Communications90.0%

Performance75.0%

Behaviour67.9%

Words < Actions 9.0%

BT Group

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Rank: 13Using the power of communications to create a better world.


Communications80.0%

Performance90.0%

Behaviour53.6%



HEINEKEN

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Rank: 41We have a passion for quality and bringing enjoyment to life, whilst respecting individuals, society and the planet.


Communications65.0%

Performance70.0%

Behaviour64.3%



So, what does all that mean?

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Support Service-8.2%

Technology, Media & Telecoms

-13.9%

Retail-7.6%

Real Estate-7.9%

Oil & gas-10.4%

Industrials-14.3%

Healthcare-16.9%

Basic Materials-11.4%

Consumer Goods-4.7%

Banks-6.9%

Financial Services-4.3%

Utilities-8.1%


So, what does all that mean?

Action-led Roughly even Word-led

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We’d love to talk some moreBen Richards

Consulting Director, Radley [email protected]

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How can companies embed purpose into their brand?

Charlotte West, Marketplace DirectorBusiness in the Community

@bitc@lottie_west

Pavlina Jane

There has been a values shift

According to Edelman’s 2016 Trust Barometer

80% of people surveyed globally

believe that companies can play a leading role in solving society’s problems while still making profits.

@bitc@lottie_west

But talk is cheap

Business in the Community | www.bitc.org.uk

@bitc@lottie_west

Authentic leadership


@bitc@lottie_west


Collaboration

@bitc@lottie_west


Leaders at all levels

@bitc@lottie_west

9 hallmarks of purpose driven

brands

The Purpose Toolkit
