the future belongs to those who believe
in the power and beauty of their dreams
this is a modified quote from Eleanor
Roosevelt some of you may be thinking
okay this sounds great but what does
this have to do with me
how do I carve out my dreams and create
a future when the world is evolving at
lightning speed well it’s not big
businesses or policy makers that will
lead the way no the future belongs to
those who are nimble agile and can
adjust the rate of change these are the
folks that will most likely Excel
influence the future realize their
dreams the high velocity of change
demands that we reinvent collaborate and
reimagine a dream of mine is reimagining
advertising advertising is a ubiquitous
cultural institution of extreme
importance it has tremendous impact on
our economy and resources this year
alone advertising is expected to
generate over 217 billion dollars in
2014 advertising contributed three point
four trillion to the gross domestic
product 20 million jobs and supported
another 680 million jobs across industry
within culture advertising conveys a
messaging and imagery that upholds
social standards values concepts of
normalcy the average American is exposed
to over 3,000 ads daily some scholars
contend that advertising is the most
powerful form of education in society
and has more influence than church
schools or governments as an insider
with over a decade of experience working
in the advertising industry and a lover
of advertising I want to share a secret
with you that’s hidden in plain sight
advertising this huge and powerful
institution
as quiet as it’s kept is on the verge of
a revolution meaning its malleable and
highly susceptible to influence and
change this creates an opportunity for
us to redefine one of the world’s most
powerful institutions how do we do this
how do we redefine advertising together
through csr models and shifts in
consumer responsibilities and
expectations some of you are thinking
this sounds great but I’ve heard this
before
this is different I promise
what’s different about this is that you
are the hero you meet the modern
consumer you who are nimble agile
resourceful migratory and have been so
for years we already have the power to
create positive change now it’s time for
us to create the vision let’s call this
the glorious revolution revolution is a
term coined in the 1600s used to denote
a revolution that’s characterized by
minimal upheaval pathways to progress
and collaboration I charged that we can
create our own glorious revolution right
now a revolution in which consumers
shape-shift and influence corporate
social responsibility models and
advertising to improve communities
create global connections and reimagine
the world let’s chat a bit about modern
consumers modern consumers are demanding
empowered savvy dynamic paradoxical
modern consumers know what they want and
they usually get it let’s face it if
there’s one thing we as Americans know
how to do is consume we know how to
price-match check reviews online before
purchasing possibly write our own
reviews we know how to be loyal to
brands disloyal to others call customer
service engage with brands online modern
consumers have been even more empowered
by media and Technology the modern
consumer landscape
has changed dramatically and advertisers
have begun to take notice women
communities of color millenials are
helping to shape and influence the
modern consumer landscape gender culture
lifestyle ethnicity age ever-changing in
highly influential characteristics
Latinos African Americans Asians and
women now comprise 84 percent of
advertisers key audience which is
totally different than previous general
markets that were largely comprised of
older white men advertisers have
realized that they have to adjust in
order to survive
modern consumers are savvy and they use
their voice to get results and a
precedent-setting event known as motrin
mom’s Johnson and Johnson tried to
connect with modern consumers through a
campaign for motrin that focused on how
carrying babies can cause moms pain and
back aches instead it offended consumers
critics charge that the campaign implied
that moms carry babies as fashion
accessories moms were offended by the
thousands they took to social media to
voice their opinions and boycott the
brand popular bloggers then collected
the information compiled it and posted
it as videos on YouTube in two days the
campaign was removed and an apology was
issued the demise of the Motorin
campaign demonstrated the impact of
viral content and the power and
influence of modern consumers nearly a
decade later people care even more than
before
earlier this year shea moisture a
popular beauty brand that gained
popularity through its usage by and
targeting to African American women
released a campaign where women talked
about their struggles with confidence as
it relates to hair care however three of
the four women featured in the campaign
were Caucasian african-american women
their loyal consumer audience were
outraged and confused by the change of
their
action in the campaign consumers went to
social media to share their concerns
feelings of betrayal and to discuss the
lack of cultural awareness in a matter
of hours the topic was trending on
Twitter subsequently shea moisture
issued an apology
remove the campaign and even directly
contact an african-american influencers
and bloggers in order to reconcile and
gain further insights unfortunately for
the brand many of his loyal consumers
had now moved on to something else
today about 57% of consumers will
boycott a brand that doesn’t share their
social beliefs so modern consumers are
adept at using their voice modern
consumers are adept at issuing
compelling cease-and-desist but what
more can be accomplished through
collective here’s where redefining CSR
comes in when exploring corporate social
responsibility or CSR for short we look
at two main questions why do businesses
exist and what contribution should
business make to society when exploring
this relationship it’s important to
understand the view between business
society and culture and traditional
views the sole purpose of business is
the maximization of profits for
shareholders within legal and ethical
frameworks simply put the business of
business is business and this free
market approach business is not
concerned with society or culture
however I argue that the interdependence
of business and society make one
virtually impossible to extract from the
other we can satisfy the needs of
shareholders and wider communities let’s
embrace conceptualizations of businesses
as partners rather than suppliers let’s
talk about contribution not compliance
reimagining advertising requires
contemplation of CSR models that create
systemic change and shifts and
institutional structures this is an
incredibly malleable time due to
benefits surrounding tax relief employee
retention
consumer demands CSR has become an
incredibly important objective this
opportunity to reimagine is awesome
because it creates new roles for key
players the most notable key player is
you the modern consumer and our
reimagining success does not have to
rely solely on maximizing profits there
are also a few other points I’d like to
clarify here are my top three CSRs for
everyone csr is integrity not charity
and csr is profitable it’s largely
assumed that CSR is for fortune 500
companies this is wrong this is a
problem focusing csr or fortune 500
companies is limiting entrepreneurs are
essential to the economy as well as they
help create social change and develop
local communities moreover over 70% of
Americans are employed by small
businesses a conglomeration that’s
getting CSR right is Unilever their
initiatives have improved nutrition for
customers enhance the livelihoods of
farmers and instituted fairness in the
workplace
Sadia Davis found a green house eco
cleaning in honor of her grandmother not
only is this award winning company
committed to the sole use of organic and
environmentally friendly products but
also to employing women from low-income
communities providing them with fair
wages resources and financial literacy
education
Robert F Smith entrepreneur and
billionaire as committed to CSR as well
his business ventures are committed to
connecting young people with outdoor
activities providing knowledge and
access to parks and protecting the
environment moving forward it’s
important that CSR is centrally located
within the core practices of businesses
it’s not a charitable afterthought to
comply with marketing driven trends in
campaigns
broadly speaking CSR extends to three
main categories quality goods
versus the environment and well-being
companies that treat their employees
better tend to do better this seems
obvious but not obvious to companies
where CSR is not centrally located
traditional views think this approach is
expensive and money given to employees
is money taken away from shareholders
however research affirms that the best
companies to work for deliver returns
that beat their competition so it’s
confirmed CSR is profitable CSR
contributes to innovation sustainability
long-term growth and productivity
shareholders and investors can get on
board and brands are eager to meet the
demands of new consumers and modern
consumers create long lasting
relationships established loyalty all of
this suggests a new way of thinking an
emerging advertising revolution so
what’s your vision what are your
expectations of the brand’s you
patronize have you developed a consumer
social responsibility model do you
insist on quality fairness inclusivity
now more than ever brands are eager to
meet your expectations your demands have
you asked yourself changes in
advertising can change the world you
have the opportunity to affect major
issues such as identity construction
media representation hiring diversity
and inclusion any cause you care about
so what do you care about have you asked
yourself why do businesses exist do you
believe that businesses exist to serve a
purpose serve communities and enrich the
lives of their employees and customers
let’s create a vision for what
advertising could be rather than what it
is and in this vision ask yourself right
now what you can do to contribute
activists and author James Baldwin
compels us to know that the time is
always now communities are engaged
brands are eager media and Technology
have created unprecedented pathways of
collaboration and CSR models are
malleable indeed the ground is fertile
for glorious revolution in advertising
thank you
[Applause]
in the power and beauty of their dreams
this is a modified quote from Eleanor
Roosevelt some of you may be thinking
okay this sounds great but what does
this have to do with me
how do I carve out my dreams and create
a future when the world is evolving at
lightning speed well it’s not big
businesses or policy makers that will
lead the way no the future belongs to
those who are nimble agile and can
adjust the rate of change these are the
folks that will most likely Excel
influence the future realize their
dreams the high velocity of change
demands that we reinvent collaborate and
reimagine a dream of mine is reimagining
advertising advertising is a ubiquitous
cultural institution of extreme
importance it has tremendous impact on
our economy and resources this year
alone advertising is expected to
generate over 217 billion dollars in
2014 advertising contributed three point
four trillion to the gross domestic
product 20 million jobs and supported
another 680 million jobs across industry
within culture advertising conveys a
messaging and imagery that upholds
social standards values concepts of
normalcy the average American is exposed
to over 3,000 ads daily some scholars
contend that advertising is the most
powerful form of education in society
and has more influence than church
schools or governments as an insider
with over a decade of experience working
in the advertising industry and a lover
of advertising I want to share a secret
with you that’s hidden in plain sight
advertising this huge and powerful
institution
as quiet as it’s kept is on the verge of
a revolution meaning its malleable and
highly susceptible to influence and
change this creates an opportunity for
us to redefine one of the world’s most
powerful institutions how do we do this
how do we redefine advertising together
through csr models and shifts in
consumer responsibilities and
expectations some of you are thinking
this sounds great but I’ve heard this
before
this is different I promise
what’s different about this is that you
are the hero you meet the modern
consumer you who are nimble agile
resourceful migratory and have been so
for years we already have the power to
create positive change now it’s time for
us to create the vision let’s call this
the glorious revolution revolution is a
term coined in the 1600s used to denote
a revolution that’s characterized by
minimal upheaval pathways to progress
and collaboration I charged that we can
create our own glorious revolution right
now a revolution in which consumers
shape-shift and influence corporate
social responsibility models and
advertising to improve communities
create global connections and reimagine
the world let’s chat a bit about modern
consumers modern consumers are demanding
empowered savvy dynamic paradoxical
modern consumers know what they want and
they usually get it let’s face it if
there’s one thing we as Americans know
how to do is consume we know how to
price-match check reviews online before
purchasing possibly write our own
reviews we know how to be loyal to
brands disloyal to others call customer
service engage with brands online modern
consumers have been even more empowered
by media and Technology the modern
consumer landscape
has changed dramatically and advertisers
have begun to take notice women
communities of color millenials are
helping to shape and influence the
modern consumer landscape gender culture
lifestyle ethnicity age ever-changing in
highly influential characteristics
Latinos African Americans Asians and
women now comprise 84 percent of
advertisers key audience which is
totally different than previous general
markets that were largely comprised of
older white men advertisers have
realized that they have to adjust in
order to survive
modern consumers are savvy and they use
their voice to get results and a
precedent-setting event known as motrin
mom’s Johnson and Johnson tried to
connect with modern consumers through a
campaign for motrin that focused on how
carrying babies can cause moms pain and
back aches instead it offended consumers
critics charge that the campaign implied
that moms carry babies as fashion
accessories moms were offended by the
thousands they took to social media to
voice their opinions and boycott the
brand popular bloggers then collected
the information compiled it and posted
it as videos on YouTube in two days the
campaign was removed and an apology was
issued the demise of the Motorin
campaign demonstrated the impact of
viral content and the power and
influence of modern consumers nearly a
decade later people care even more than
before
earlier this year shea moisture a
popular beauty brand that gained
popularity through its usage by and
targeting to African American women
released a campaign where women talked
about their struggles with confidence as
it relates to hair care however three of
the four women featured in the campaign
were Caucasian african-american women
their loyal consumer audience were
outraged and confused by the change of
their
action in the campaign consumers went to
social media to share their concerns
feelings of betrayal and to discuss the
lack of cultural awareness in a matter
of hours the topic was trending on
Twitter subsequently shea moisture
issued an apology
remove the campaign and even directly
contact an african-american influencers
and bloggers in order to reconcile and
gain further insights unfortunately for
the brand many of his loyal consumers
had now moved on to something else
today about 57% of consumers will
boycott a brand that doesn’t share their
social beliefs so modern consumers are
adept at using their voice modern
consumers are adept at issuing
compelling cease-and-desist but what
more can be accomplished through
collective here’s where redefining CSR
comes in when exploring corporate social
responsibility or CSR for short we look
at two main questions why do businesses
exist and what contribution should
business make to society when exploring
this relationship it’s important to
understand the view between business
society and culture and traditional
views the sole purpose of business is
the maximization of profits for
shareholders within legal and ethical
frameworks simply put the business of
business is business and this free
market approach business is not
concerned with society or culture
however I argue that the interdependence
of business and society make one
virtually impossible to extract from the
other we can satisfy the needs of
shareholders and wider communities let’s
embrace conceptualizations of businesses
as partners rather than suppliers let’s
talk about contribution not compliance
reimagining advertising requires
contemplation of CSR models that create
systemic change and shifts and
institutional structures this is an
incredibly malleable time due to
benefits surrounding tax relief employee
retention
consumer demands CSR has become an
incredibly important objective this
opportunity to reimagine is awesome
because it creates new roles for key
players the most notable key player is
you the modern consumer and our
reimagining success does not have to
rely solely on maximizing profits there
are also a few other points I’d like to
clarify here are my top three CSRs for
everyone csr is integrity not charity
and csr is profitable it’s largely
assumed that CSR is for fortune 500
companies this is wrong this is a
problem focusing csr or fortune 500
companies is limiting entrepreneurs are
essential to the economy as well as they
help create social change and develop
local communities moreover over 70% of
Americans are employed by small
businesses a conglomeration that’s
getting CSR right is Unilever their
initiatives have improved nutrition for
customers enhance the livelihoods of
farmers and instituted fairness in the
workplace
Sadia Davis found a green house eco
cleaning in honor of her grandmother not
only is this award winning company
committed to the sole use of organic and
environmentally friendly products but
also to employing women from low-income
communities providing them with fair
wages resources and financial literacy
education
Robert F Smith entrepreneur and
billionaire as committed to CSR as well
his business ventures are committed to
connecting young people with outdoor
activities providing knowledge and
access to parks and protecting the
environment moving forward it’s
important that CSR is centrally located
within the core practices of businesses
it’s not a charitable afterthought to
comply with marketing driven trends in
campaigns
broadly speaking CSR extends to three
main categories quality goods
versus the environment and well-being
companies that treat their employees
better tend to do better this seems
obvious but not obvious to companies
where CSR is not centrally located
traditional views think this approach is
expensive and money given to employees
is money taken away from shareholders
however research affirms that the best
companies to work for deliver returns
that beat their competition so it’s
confirmed CSR is profitable CSR
contributes to innovation sustainability
long-term growth and productivity
shareholders and investors can get on
board and brands are eager to meet the
demands of new consumers and modern
consumers create long lasting
relationships established loyalty all of
this suggests a new way of thinking an
emerging advertising revolution so
what’s your vision what are your
expectations of the brand’s you
patronize have you developed a consumer
social responsibility model do you
insist on quality fairness inclusivity
now more than ever brands are eager to
meet your expectations your demands have
you asked yourself changes in
advertising can change the world you
have the opportunity to affect major
issues such as identity construction
media representation hiring diversity
and inclusion any cause you care about
so what do you care about have you asked
yourself why do businesses exist do you
believe that businesses exist to serve a
purpose serve communities and enrich the
lives of their employees and customers
let’s create a vision for what
advertising could be rather than what it
is and in this vision ask yourself right
now what you can do to contribute
activists and author James Baldwin
compels us to know that the time is
always now communities are engaged
brands are eager media and Technology
have created unprecedented pathways of
collaboration and CSR models are
malleable indeed the ground is fertile
for glorious revolution in advertising
thank you
[Applause]
Please follow and like us: