1. The Re-invention of Marketing

2. Endless choice of the same quality brands Choice Paralysis

4. We’re working harder and harder, just to stand still and it seems increasingly meaningless

5. The World of Today’s Consumer Economic Social Environmental

6. Be more – Do less

11. The Social World Around Us

12. The World Around Us 2006 6.5 billion Less developed countries More developed countries World population is increasing from 6.5b today to 8.9b in 2050

13. In 2007 Urban Populations will Outstrip Rural Ones

14. Today Over 1 Billion People Live in Slums

15. Over 1 Billion People Are Overweight

16. While a Billion Suffer from Malnutrition

17. Malnutrition Isn’t Just a Developing World Issue In the USA, 1 child in 8 goes to bed hungry

18. AIDS, TB & Malaria The Biggest Killers Photo © International Red Cross

19. 1 Billion People Lack Safe Drinking Water Unclean water causes diarrhea

20. 3 Million Children Die from Diarrhea each Year Half could be saved by handwashing with soap

21. The Economic World Around Us

22. 20% of the World has 80% of the Wealth

23. The Economic Power is Migrating to Asia

24. The Environmental World Around Us

25. Climate Change is a Growing Threat

26. 40% of Land Suffers from Soil Degradation Agriculture uses 70% of the worlds fresh water

27. Increasing Water Scarcity 2.8 billion will face water scarcity by 2025

28. What Concerns Consumers as Citizens? Basic concerns are the same the world over

29. Concerned About Personal And Family Issues Such as health, appearance and education

30. Concerned about what Goes into Products And where and how they are made

31. And They’re Worried about the Big Issues Like Global Warming

32. Greenhouse gases

33. Health Epidemics

34. Terrorism, war, violence and insecurity

35. And the gap between the rich and the poor

36. Some take to the streets to demonstrate

37. Some boycott brands

38. Some voice their opinions through the web

39. over 5 million members in 90 countries 1.8 million members in 150 countries 2.8 million members and offices in 41 countries 1.5 million members in 70 countries 0.5 million members in over 100 countries More people join NGO’s than political parties Many join NGO’s

40. Over 30 million signed up to Make Poverty History Even more are taking personal action

41. General Electric plans to double sales of environmental products by 2010 Toyota expects to double sales of its petrol-electric car Prius by 2010 industry leaders like GE and Toyota Market forces shaping this agenda

42. L’Oreal have bought The Body Shop Nestle have launched a fair trade Nescafe Cadbury bought organic chocolate brand Green & Black’s with brands for ‘conscience consumers’ Business is responding

43. FINANCIAL TIMES 31 January 2006 ‘ American Express believes there are 1.5 million ‘conscience consumers’ in the UK and expects that number to grow to 4 million by 2009. Conscience consumers tend to be affluent and educated, defined by this trait that doing good is important. They don’t know they are part of a group – it’s about identifying a segment that has shared values, a shared way of thinking. It has the potential to be a global product. If it succeeds in the UK we will look at other markets’ launched in the UK in January The new Product Red brand

44. Influences on consumer behaviour come from many quarters NGOs Media Experts – Professionals, Pundits & Professors Entertainment Opinion leaders Advertising WWW Celebrities

45. So where is this all Heading?

46. The Trends All Point in One Direction 1990 2010 2005 2000 1995 NGO membership Retailers taking up fair trade agenda Competitors launching social or environmental products Media coverage of CSR issues Demand for ethical products Fair Trade sales Consumer concerns about social issues Consumer concerns about the environment

47. The movement towards brands addressing social and environmental concerns is gathering momentum

48. Consumer concern becomes Consumer demand

49. ...or we can turn it to our advantage right now We can either wait until it reaches a tipping point

50. Brands that Care about Consumers as Human Beings and Citizens

55. What does this mean for your brand?