MSLGROUP PurPle (PurPose + People)

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PurPle (Purpose + People) MSLGROUPʼs citizenship offering

description

PurPle (Purpose + People) is MSLGROUPʼs global offering for helping business leaders drive positive change by catalyzing collaborative social innovation and grassroots change movements.

Transcript of MSLGROUP PurPle (PurPose + People)

PurPle (Purpose + People)MSLGROUPʼs citizenship offering#

What is PurPle?#

PurPle: Purpose + People#

PurPle (Purpose + People) is MSLGROUPʼs global offering for helping business leaders drive positive change by catalyzing collaborative social innovation and grassroots change movements.#

PurPle offering#

The PurPle offering consists of three parts: a workshop to set context, exploratory research to identify opportunity areas and strategy to catalyze positive change.#

Four

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Four internal strategic pillars#

Four seismic shifts in society#

Four PurPle change drivers#

2. OPPORTUNITY!1. CONTEXT! 3. STRATEGY!

Context: Four seismic shifts in society#

Context: Four seismic shifts in society#

The intersection of four seismic shifts - end of trust, power to people, quest for meaning and rise of shared value - has made it imperative for organizations to integrate purpose, participation and performance.#

End of trust#

Power to people#

Rise of #shared value#

Quest for meaning#

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“#The end of trust#

If [social media activists] can bring down the Egyptian regime in a few weeks, they can bring us down in nanoseconds. - PAUL POLMAN, CEO, Unilever#

Photo from alancleaver on Flickr##

People have more information than ever before and people donʼt trust organizations. In fact, trust in all organizations, including corporations and governments, is at an all-time low across the world.#

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“#Power to the people#

The best sources for the great ideas we'll need to keep moving forward are the people we surround ourselves with everyday... friends, children, parents, and grandparents who motivate and inspire curious minds and creative spirits to achieve a greater good.#- JILL BERAUD, former CMO, PepsiCo Americas Beverages#Photo from untitlism on Flickr#

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People have new sources of power and people believe that only they themselves can come up with innovative solutions to our most pressing problems, not governments or corporations.#

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The quest for meaning#

Photo from xjrlokix on Flickr#

People are searching for meaning connections with communities and organizations around a shared purpose, and expect organizations to enable such connections. #

The rise of shared value#

Source: Michael E. Porter and Mark R. Kramer in HBR#

People are demanding that organizations not only rediscover their social purpose but also put it at the core of how they conduct their business and engage with their stakeholders, to create shared value.#

Opportunity: Four internal strategic pillars and four external opportunity areas#

Four internal strategic pillars#

Source: PwC Global CEO Survey 2011, 1200+ business leaders across 69 countries. #

For global CEOs, the four pillars to drive strategic change internationally include: customer-centricity, innovation, talent and a shared policy agenda.#

Innovation!Talent!Shared policy agenda!

Customer centricity!

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“#“Good growth” and strategic change#

Great brands are built on improving the lives of the people they serve; maximum profit and high ideals arenʼt incompatible but, in fact, inseparable. - JIM STENGEL, former global marketing officer, P&G#

Source: PwC Global CEO Survey 2011, 1200+ business leaders across 69 countries. Photo from h.koppdelaney on Flickr#

Global CEOs recognize that, in order to effectively drive strategic change internationally, itʼs important for them to pursue “good growth” – growth that is financially, socially, and environmentally sustainable.#

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“#Customer centricity and good growth#

Marketing is no longer just selling and generating demand. Instead marketers should approach costumers as whole human beings with mind, hearts, and spirits, because consumers are looking for solutions to their anxieties about making the globalized world a better place. - PHILIP KOTLER#

Source: PwC Global CEO Survey 2011, 1200+ business leaders across 69 countries. Photo from Photo Extremist on Flickr##

Responding to changing behaviors in Western markets and new demands from fast growing markets in Asia, for both consumers and enterprise customers. Specifically, responding to growing customer sentiment about environmental, social and governance practices.#

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Innovation and good growth#

Source: PwC Global CEO Survey 2011, 1200+ business leaders across 69 countries. Photo from thinkpublic on Flickr##

Co-creating products and services by collaborating with partners and customers, often in non-home fast growing markets. Specifically, co-creating socially beneficial products and services.#

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“#Talent and good growth#

The successful companies of the future will be those that integrate business and employeesʼ personal values. The best people want to do work that contributes to society with a company whose values they share, where their actions count and their views matter. - JEROEN VAN DER VEER, Committee of Managing Directors, Shell#

Source: PwC Global CEO Survey 2011, 1200+ business leaders across 69 countries. #Photo from frankallanhansen on Flickr #

Bridging skill mismatches to address the unique needs of a two-speed world, with slow growth in the Western markets and fast growth in Asian markets. Specifically, attracting the talent to deliver on the social innovation and change management strategy.#

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Shared policy agenda and good growth#

Source: PwC Global CEO Survey 2011, 1200+ business leaders across 69 countries. #

Collaborating with government agencies in the areas of education, workforce health, intellectual property and infrastructure. #

Four opportunity opportunity areas#

Source: PwC Global CEO Survey 2011, 1200+ business leaders across 69 countries. #

There are millions of causes, but the three most important opportunity areas for organizations to truly integrate business and societal objectives are: environment, health and education.#

Education!Health!Environment! Happiness!

In addition, we have added a fourth opportunity area related to “happiness, kindness and human potential”, based on our analysis of socio-economic trends and corporate messages.#

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1. Environment, energy and sustainability#

Photo from The James Kendall on Flickr#

Key socio-economic trends driving the environment opportunity include: energy insecurity; pressure from NGOs like Greenpeace; and consumer willingness to pay a premium for green products.#

2. Health, wellness and nutrition#

Photo from Logan Brumm Photography and Design on Flickr#

Key socio-economic trends driving the health opportunity include: rise in lifestyle related diseases; rising cost of healthcare; and consumer willingness to pay a premium for organic and healthy products.#

3. Education, learning and capability building#

Key socio-economic trends driving the education opportunity include: gaps in public education; gap between demand and supply of mid-skilled manpower; and global war for high-skilled knowledge workers.#

4. Happiness, kindness and human potential#

Photo from camdiluv on Flickr #

Key socio-economic trends driving the happiness opportunity include: prolonged recession in the West, the gap between aspirations and reality in emerging markets, and our increasingly solitary lives.#

Consumer#activation#

Corporate#reputation#

Opportunity: Four internal strategic pillars and four external opportunity areas#Organizations can find opportunities to integrate purpose, participation and performance at the intersection of four internal change drivers and four external opportunity areas.#

Cus

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Inno

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Tale

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Environment#

Health#

Education#

Happiness#Po

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External opportunity areas!

Inte

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How to use the PurPle Opportunity Matrix#

The PurPle Opportunity Matrix is essentially a left-brain tool for visually representing the right brain approach of synthesizing complex priorities into a compelling narrative.#

Create a heat map for the organization#

Create a heat map for relevant others and do a SWOT#

Identify a purpose space that can synthesize complex priorities#

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Strategy: Four PurPle change drivers#

Strategy: Four PurPle change drivers#

To catalyze positive change, organizations need four PurPle change drivers: a purpose to inspire people, a platform to organize people, programs to energize people and stories to spark participation.#

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Programs to energize people#

A platform to organize people#

A purpose to inspire people#

Stories to spark participation#

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1. A shared purpose to inspire people#

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We start with one-to-one interviews and workshops with the senior management, then invite employees and stakeholders to participate in an online network to co-discover the shared purpose.#

One to one interviews with key employees!!- Organization or brand persona##- Organization or brand purpose!

#Peopleʼs Lab insights community!!- Stakeholdersʼ persona!!- Stakeholdersʼ purpose!

Mind-mapping & synthesis workshops!!- Social Heartbeat or shared purpose#!- Purpose-inspired storytelling!

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2. A platform to organize people #We crowdsource and validate a purpose-inspired platform on MSLGROUPʼs PurPle Network, then create a custom community platform for the client to organize their stakeholders, using MSLGROUPʼs Peopleʼs Lab crowdsourcing solution.#

PurPle Network!

FEATURED MEMBERS!

FEATURED UPDATE!Letʼs welcome our new PurPle experts from Germany, India and Brazil!!

FEATURED REQUEST!

We have a request from a French infrastructure company, which wished to engage local communities to help transform its projects into community spaces. Has anyone here worked on a similar project before?#

MOST RECENT REQUESTS!

Comment# Contact#

ACTIVITY!

3. Programs to energize people #

We use the PurPle Ecosystem Matrix to create a series of integrated programs to energize or identify opportunities to integrate existing programs into a connected PurPle Ecosystem.#

Pote

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Consumer#activation#

Corporate#reputation#

Prot

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Corporate social

responsibility!

Purpose-inspired

movement marketing!

Collaborative social

innovation!

Philanthropy-based cause

marketing!

PurPle Ecosystem!

4. Stories to spark participation and action#

We use our purpose-inspired transmedia storytelling approach to create compelling stories that act as the glue between platforms and programs and spark participation and action.#

1. TYPES OF STORIES#

2. ROLE OF CONTENT#

3. S

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5. RO

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4. ROLE OF CHANNELS#

MSLGROUP PurPle case studies#

MSLGROUP PurPle case studies#

MSLGROUP has deep global capabilities to help clients create compelling PurPle platforms and programs to inspire, organize and energize their stakeholders.#

Corporate social

responsibility!

Purpose-inspired

movement marketing!

Collaborative social

innovation!

Philanthropy-based cause

marketing!

- Perfetti Kindness Movement in China#- P&G Life Opens Up Project in US#

- AXA People Protectors Community in France#

- Dell Go Green Challenge in India#

Pote

ntia

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ax +

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Consumer#activation#

Corporate#reputation#

Prot

ectio

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Dell Go Green Challenge in India#

Source: http://facebook.com/dellgogreen #

In 2010, Dell created a social innovation challenge for design students and others to share ideas on how to redesign, reuse and recycle gadgets to make them go green.#

Alpenliebe Kindness Movement in China#

Source: http://acandy.renren.com http://page.renren.com/alpenliebekindness #

In 2011, Perfetti created an integrated year-long initiative to catalyze a kindness movement and inspire millions of Chinese youth to appreciate, share stories about and engage in everyday acts of kindness. #

P&G Life Opens Up Project in US#

Source: http://lifeopensupproject.com#

Crest and Oral-B created the Life Opens Up Project (LOU) – an online video contest showcasing stories from real people where the health of their mouths played a pivotal role in helping them accomplish life goals.#

AXA Peopleʼs Protectors Community in France#

Source: http://facebook.com/axapeopleprotectors #

In 2011, AXA created a community to showcase stories of ordinary people who are leading extraordinary projects to protect people.#

How can we help you change?#