Duurzaamheid koppelen aan merken - Over waarom en hoe -

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1 Duurzaamheid koppelen aan merken - Over waarom en hoe - Roel Schoemaker

2 Sustainability is not only the concern of corporates Revival of authenticity (naturalness) The rapid pace of change, the unpredictability of current events and contentious political environments in many countries are leading people to the safety of products that are recognizable (grandmother s cooking) rather than revolutionary. The preference for natural, simple and flexible diets Aspirations for healthier and cleaner lifestyles are motivating consumers to prioritize fruits, vegetables, nuts, seeds, grains and botanicals. They look for convenient ways to get their daily dose (e.g. vegetables within soup, or fruit in smoothies). Reducing waste is becoming more important not taking advantage of special offers to avoid throwing things away Buying oddly shaped or ugly food

3 Our belief If you don t understand PEOPLE, you don t understand BUSINESS (Simon Sinek) What How Who Outside-in Why Inside-out

4 Unilever s sustainable Living Plan Mission of the company OUR PURPOSE :TO MAKE SUSTAINABLE LIVING COMMONPLACE We work to create a better future every day, with brands and services that help people feel good, look good and get more out of life. Corporate purpose of the company OUR VISION: DOUBLE THE SIZE OF THE BUSINESS, WHILST REDUCING OUR ENVIRONMENTAL FOOTPRINT AND INCREASING OUR POSITIVE SOCIAL IMPACT We will lead for responsible growth, inspiring people to take small everyday actions that will add up to a big difference. We will grow by winning shares and building markets everywhere

5 Values as foundation of understanding people

6 Glocalities coverage 80% of World Economy 62% of World Population 24 Countries included: Australia, Austria, Belgium, Brazil, Canada, China, France, Germany, India, Indonesia, Italy, Japan, Mexico, Netherlands, Poland, Romania, Russia, Spain, South Africa, South Korea, Sweden, Turkey, United Kingdom and the United States.

7 Introducing Glocalities 24 countries Values based people 700 brands & media 2 waves: 2014 & 2016

8 Glocalities client examples

9 Glocalities publicity Glocalities survey with Oxfam and Global Citizen on extreme poverty Article in Foreign Affairs about Millennial values Joint publication with ING on inequality in Europe The Economist article on cross-atlantic extremism

10 Glocalities tools: holistic approach to understanding people Technoprogression Animal protection Crime and safety Creative

11 Glocalities values segmentation The dimensions 11

12 Embedded marketing tool: Values-based segmentation Sociability seekers who love entertainment, freedom and family values. Open-minded idealists who adhere to self-development and culture. Family oriented people who value traditions, etiquette and an organized life. Competitive careerists, fascinated by money, taking risks and adventure. Entrepreneurial networkers who focus on family and community life.

13 Sustainability/Charity issues in Glocalities Political issues of concern Crime and safety Immigration and integration Employment Health and elderly care And more International charities they find appealing: Charity issues of concern: Protection of minorities Human rights Diseases/ Health Protection of children And more. Which Sustainable development goals do you think are most important for improving the quality of life for people around the world? Actions people are willing to take to support their issues of concern: Donate money to an organization supporting the cause Support government funding Join an online campaign Volunteer And more

14 World of Glocalities web application screenshot

15 Key take outs Ga holistisch te werk: Duurzaamheid heeft vele gezichten en dat biedt veel mogelijkheid voor het vinden van sweet spots met je merk (Dove and Women empowerment) Onderzoek welke duurzaamheidsthema s resoneren met de gebruikers van je merk en/of de gebruikers van een categorie Bepaal de geografische spanwijdte van je merkpositionering: global, regional of local Hou rekening met cultuurverschillen; niet alle duurzaamheidsthema s worden overal even belangrijk gevonden (klimaat vs. women empowerment) of krijgen een andere betekenis toegedicht (wat bedoelen consumenten als ze zich zorgen maken over immigranten??) Duurzaamheidsthema kan in meerdere landen relevant zijn, maar moeten lokaal worden doorvertaald

16 Roel Schoemaker +31 (0)