MSLGROUP PurPle (PurPose + People)

PurPle (Purpose + People) MSLGROUPʼs citizenship offering#

What is PurPle?#

PurPle: Purpose + People# PurPle (Purpose + People) is MSLGROUP始s 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.#

2. OPPORTUNITY!

3. STRATEGY!

Four internal strategic pillars#

Four PurPle change drivers#

Four external opportunity areas#

1. CONTEXT!

Four seismic shifts in society#

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#

Rise of # shared value# Quest for meaning#

Power to people#

The end of trust# 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.#

“#

“#

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# #

Power to the people# 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.#

“#

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# #

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

Photo from xjrlokix on Flickr#

The rise of shared value# 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.#

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

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

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

Shared policy agenda!

Talent!

Innovation!

Customer centricity!

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

“Good growth” and strategic change# 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.#

“#

“#

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#

Customer centricity and good growth# 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.#

“#

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#

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

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

Photo from thinkpublic on Flickr# #

Talent and good growth# 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.#

“#

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 #

Shared policy agenda and good growth# Collaborating with government agencies in the areas of education, workforce health, intellectual property and infrastructure. #

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

Four opportunity opportunity areas# 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.#

Environment!

Health!

Education!

+!

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

1. Environment, energy and sustainability# 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.#

Photo from The James Kendall on Flickr#

2. Health, wellness and nutrition# 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.#

Photo from Logan Brumm Photography and Design on Flickr#

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 midskilled manpower; and global war for high-skilled knowledge workers.#

4. Happiness, kindness and human potential# 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.#

Photo from camdiluv on Flickr #

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

Happiness#

Potential# Max +ive#

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

Corporate# reputation#

Customer Centricity#

Innovation#

Consumer# activation#

Talent# Internal strategic pillars !

Shared # policy # agenda#

Environment#

Protection# Min –ive#

Education# External opportunity areas!

Health#

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.# 1# Create a heat map for the organization#

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

3# Identify a purpose space that can synthesize complex priorities#

Strategy: Four PurPle change drivers#

Strategy: Four PurPle change drivers#

Positive Change#

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.#

Time#

1

A purpose to inspire people#

2

A platform to organize people#

3

Programs to energize people#

4

Stories to spark participation#

1. A shared purpose to inspire people# 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!

1#

3# # People始s Lab insights community! !

- Stakeholders始 persona! !

- Stakeholders始 purpose!

2#

#

Mind-mapping & synthesis workshops! !

- Social Heartbeat or shared purpose# !

- Purpose-inspired storytelling!

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

FEATURED UPDATE! Let始s welcome our new PurPle experts from Germany, India and Brazil!!

FEATURED MEMBERS!

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?# Comment#

MOST RECENT REQUESTS!

Contact# ACTIVITY!

3. Programs to energize people #

Potential# Max +ive#

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.#

Collaborative social innovation!

PurPle Ecosystem!

Corporate social responsibility!

Protection# Min –ive#

Corporate# reputation#

Purposeinspired movement marketing!

Consumer# activation#

Philanthropybased cause marketing!

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#

4. ROLE OF CHANNELS#

5. ROLE OF MEDIA#

3. SOURCES OF CONTENT#

2. ROLE OF CONTENT#

MSLGROUP PurPle case studies#

MSLGROUP PurPle case studies#

Collaborative social innovation!

Potential# Max +ive#

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

- Dell Go Green Challenge in India#

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

Consumer# activation#

Protection# Min –ive#

Corporate# reputation#

Corporate social responsibility!

Purposeinspired movement marketing!

Philanthropybased cause marketing!

- AXA People Protectors Community in France#

Dell Go Green Challenge in India# 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.#

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

Alpenliebe Kindness Movement in China# 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. #

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

P&G Life Opens Up Project in US# 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.#

Source: http://lifeopensupproject.com#

AXA People始s Protectors Community in France# In 2011, AXA created a community to showcase stories of ordinary people who are leading extraordinary projects to protect people.#

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

How can we help you change?#