Rising Social Conscience
WHAT ARE THE SIGNS? GROWN BY US PEPSI REFRESH WHUFFIE BANK LEAP ANYWHERE
WHAT IS IT?
CHASE COMMUNITY GIVING
Customers want to transact with companies that do the right thing and make responsible environmental choices.
A growing backlash against ‘greed culture’ coupled with a genuine desire to do something wholesome and ‘give something back’. It has also been referred to as the ‘moral reset’. Transparency, fuelled by the immediacy of technology and the global reach of media has led to a more informed consumer and an affection for brands with morally defensible values that people want to identify with.
MOBILE MOVEMENT GIVE A DAY GET A DISNEY DAY IFWERANTHEWORLD OBAMACLOCK CAUSEWORLD
Jo Fox, Deputy Director of The Bigger Picture for Sky Broadcasting
WHO IS IT IMPACTING?
Globally
HOW HAS IT BEEN DEVELOPING? Public denunciation of bankers’ bonuses by government and media, growth in charitable actions and support of companies who uphold a moral code. Refocusing behaviour to fit a ‘we’ not ‘I’ mentality, increasing consideration of how something is produced, not just what is produced, as a component of brand value. Rising appreciation of ethical rather than simply environmental policies, benchmarking practices such as Fairtrade and seeking products with goodness built in, not added on.
2
f out o
3
1 4
in say they will take their custom elsewhere
people say
it is important
to buy from environmentally responsible companies
CONTENTS
if they feel a company’s ethical reputation is not up to scratch
Phase
Western world as consumers
WHERE IS THE TREND IN ITS LIFECYCLE?
WHERE IS IT HAPPENING?
Developing world as suppliers of commodities
STRONG GROWTH
Time
Consumers
RELATED TRENDS
who would switch to a brand associated with a ‘good cause’
66%
79%
The Pepsi Refresh application on Facebook HAS HAD MORE THAN
11mvoters
1993
Collaborative Living and Working
Sustainable Capitalism
Natural Mindset
Codes of Conduct
Hyperlocalisation
Informed Consumerism
Slow
Hyperawareness of Health
2010
25