MBA Professor McElhaney

 Deloitte Survey /White Paper Highlight the Growing Role of the Board in CSR and Climate Change  220 directors at U.S. companies with $1 billion or more in revenue  79% have a strong or moderate understanding of the business risks associated with CSR and climate change  76% have a strong or moderate understanding of the business opportunities associated with CSR and climate change  50% think their boards and management are committed to addressing CSR and climate change  50% think their companies’ response to CR&S is integrated into business strategy and risk management  41 % report no such integration

 March 9 Guest speaker: Biz Stone, Twitter co-founder: Power of Social Technology  March 11 Corporate Green & CSR Strategy Analyses Due  March 16 Guest speaker: Mark Heintz, HP: Community/stakeholder Engagement  March 18 Mid semester project presentations  March Spring break  March 30 Limitations of CSR  April 1 Guest speaker: Michael Kobori, Levi Strauss & CO: Opportunities in Supply Chains  April 6 CSR, change management, and organizational structure  April 8 Social Intrapreneurship  April 13 Guest speaker: Matt Kistler, Wal-Mart: CSR & Leadership  April 15 CSR and Innovation  April 20 DeBeers Case  April 22 Practice presentations  April 27 Final presentations  April 29 Final presentations  May 4 Final presentations  May 6 Final presentations  May 11CSR Elevator Pitch, PSRs, Wrap Up

 Key Learnings?  Missing Pieces?

1. Know Thyself 2. Get a Good Fit 3. Be Consistent 4. Simplify 5. Work from the Inside Out 6. Know Your Customer 7. Tell Your Story

Pedigree: Enhances Brand

Sign in Dreyer’s Ice Cream Scoop Shop, Berkeley, CA

Hartman, 2009 Doing the right thing for the Greater Good. Purchases, non-purchases, voting & volunteerism. Journey that begins with attitude change, then behavioral changes.

 Consumers must first be concerned that something they value (condition of environment, economy, ethical treatment of others) is at risk  More recently, sense of hope for the future and a desire to do and feel good more inspiring

In me, On me, Or around me (or my kids). Highest Product Categories: 1. Food & beverages 2. Personal Care 3. Household Cleaners

-Shaping the New Rules of Competition, UN Global Compact Participant Mirror, GS Sustain, Highlights from the BBMG Consumer Report 52% of US consumers claim that they actively seek information on companies' (CSR) record. The consumer is more informed. 90% Americans want companies to manufacture energy efficient products 87% claim to support fair labor and trade practices A conscious consumer has emerged. 35% of consumers identified "being socially responsible" as the most likely factor influencing brand loyalty Vs lower price at 20%. Consumers remain loyal to brands that they know are socially responsible.

 Females (employees, consumers, investors)  Millennials/Gen Y’ers Ages 8-24 (cause focus)  LOHAS/ Ethical Consumers  More educated  More diverse (gender, sexual orientation, ethnicity)  More affluent (enter Walmart)  Want to be engaged, want to perform quick action Knowing your Consumers

Source: Co-Operative Bank, 2006 Ethical Consumerism Report

 More likely to buy from companies that:  Manufacture energy efficient products(90%)  Promote health & safety benefits(88%)  Support fair labor & trade practices(88%)  Commit to enviro-friendly practices(87%) Source: MORI 2008

89% said they are likely to switch brands if linked to cause 83% will trust company more if socially responsible 79% want to work for company that case about and contributes to society 78% believe that companies have responsibility for making a difference in the world 74% more likely to pay attention to a company’s overall messaging when they see that company has deep commitment to cause they care about 69% consider companies’ CSR reputation when deciding where to shop 61% feel personally responsible for making a difference in the world 56% would refuse to work for an irresponsible corporation Source: 2006 Cone Millennial Cause Study

 WOMEN more likely than men to:  Volunteer in their local communities  Investigate a company’s environmental/ social reputation before making a purchase  Invest in companies screened for different criteria including environmental practices, the hiring and promotion of women and minorities, labor practices and tobacco manufacture  Factor CSR when job-searching  Purchase a product with a percentage of profit earmarked for charitable donation  Participate in company sponsored social programs

 More likely than men to:  Indicate that it is important to ensure that workers inside and outside the U.S. are paid a living wage (68 percent versus 57 percent).  Give corporations a “poor” rating for current CSR performance (18 percent versus 11 percent of men). Men are far more likely than women to rate companies as “excellent” or “good” (31 percent versus 13 percent, respectively).  Indicate that it is extremely important for companies to make relevant donations to charities and philanthropies (27 percent versus 19 percent, respectively). Source: Fleishman Hillard – National Consumers League Study, “Rethinking Corporate Social Responsibility,” 2006

 Women make over 80% of purchasing decisions in the United States (and influence most others)  Women are less likely to act impulsively on brand loyalty, and are more likely to do research and weigh information before making purchases Source: Faith Popcorn and Lys Marigold, 2000

 March 2008, Goldman Sachs launched new initiative  Will provide 10,000 women in developing countries and emerging markets with educational opportunities in business & management  Partnership with American & European universities  Will contribute $100 million over five years, plus time & effort of employees

 Cannot be a stand-alone branding strategy  Has to mirror current (or new) branding attributes  Has to be combined, and linked to, price, quality, convenience  Has to be linked to “Good for You” [consumer] first, then can expand to rivers, labor, climate  Will not be effective unless communicated, throughout marcomm channels, and at POS