2. 2 2 Looking to the future: global trends World in 2020 World population 8bn; 4bn living in poverty; using more resources than ever before; tight energy & water supply Respect for nature will drive business decisions, enforced by government pressures (taxes) and consumer scrutiny Further globalization of business, brands & social connections World in 2020 World population 8bn; 4bn living in poverty; using more resources than ever before; tight energy & water supply Respect for nature will drive business decisions, enforced by government pressures (taxes) and consumer scrutiny Further globalization of business, brands & social connections Consumer Lives in 2020 (EU) Polarization between 60+ (40% of population) vs technology-savvy young generation Increased awareness & self-management of nutrition & health Convenience vs experience; simplify my life; make experiences easier Consumer Lives in 2020 (EU) Polarization between 60+ (40% of population) vs technology-savvy young generation Increased awareness & self-management of nutrition & health Convenience vs experience; simplify my life; make experiences easier Communicating with Consumers in 2020 Growing scrutiny towards big corporations will demand full transparency Consumer internet ratings will drive brand choice and shape brand perception – as they do today for higher-value items Consumers will co-create their favorite brands Communicating with Consumers in 2020 Growing scrutiny towards big corporations will demand full transparency Consumer internet ratings will drive brand choice and shape brand perception – as they do today for higher-value items Consumers will co-create their favorite brands Global Trends

3. 3 3 Looking to the future: global trends World in 2020 World population 8bn; 4bn living in poverty; using more resources than ever before; tight energy & water supply Respect for nature will drive business decisions, enforced by government pressures (taxes) and consumer scrutiny Further globalization of business, brands & social connections World in 2020 World population 8bn; 4bn living in poverty; using more resources than ever before; tight energy & water supply Respect for nature will drive business decisions, enforced by government pressures (taxes) and consumer scrutiny Further globalization of business, brands & social connections Consumer Lives in 2020 (EU) Polarization between 60+ (40% of population) vs technology-savvy young generation Increased awareness & self-management of nutrition & health Convenience vs experience; simplify my life; make experiences easier Consumer Lives in 2020 (EU) Polarization between 60+ (40% of population) vs technology-savvy young generation Increased awareness & self-management of nutrition & health Convenience vs experience; simplify my life; make experiences easier Communicating with Consumers in 2020 Growing scrutiny towards big corporations will demand full transparency Consumer internet ratings will drive brand choice and shape brand perception – as they do today for higher-value items Consumers will co-create their favorite brands Communicating with Consumers in 2020 Growing scrutiny towards big corporations will demand full transparency Consumer internet ratings will drive brand choice and shape brand perception – as they do today for higher-value items Consumers will co-create their favorite brands Global Trends

4. 4 yesterday today tomorrow Experience–driven consumption Brand homogeny Multi-cultural societies Longing for unique Products How consumers’ behaviour is changing Consumers’ participation in the creation stage Consuming less & better Unique brands Caring and being generous Showing global respect Possessing more Passive consumption Part of the crowd Mono-cultural Societies

5. 5 Benjamin Atiemo

6. 6 Comfort Ajbea

7. 7 Violet Asantewaa

8. 8 Moving from Responsibility to Sustainability Operational Reputational Commercial * Improving supply availability Premium quality Sustaining and securing supply Independent ethical mark Mainstreaming ethics Out of home opportunities Protecting & enhancing brands Demonstrate Leadership Employer brand

9. 9 Cocoa Partnership Programme Focus - Ghana Enabling Thriving Cocoa Communities Strengthening community organisation Trading practice and opportunity Rural infra-structure inc health & education Policy Framework Creating and strengthening policy frameworks National and local government Improving Cocoa Supply Agricultural extension Services Farmer training Long term farm sustainability Farm Communities Community Organisation

10. 10 Community Action Plans 100 community plans £ 45 million 1 million farmers

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12. 12 5 chocolate markets 350 million bars each year 4x Fairtrade cocoa from Ghana

13. 13 Ethical Seekers (inc KOLs, Deep Greens & Dippers) Feel Good Factors – Without Sacrifice or Confusion Anti-Ethicals

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18. Strong take out of the Fairtrade message This is what’s known as a ‘word cloud’. The bigger the phrase, the more times it was recorded. (Colour and position do not indicate anything). Fairtrade launched with a television campaign featuring the first Fairtrade music single, an authentically Ghanaian production, 17,000 Facebook fans 182,000 views on You Tube

19. 19 Building Reputation Competitive strategy Sustainable growth Reputation enhancement issue management Risk Avoidance

20. 20 So What Does This Mean? 1.The renaissance of brand trust and affinity 2.‘Do it first, tell people second’ 3.Understand footprint & spot the right issues 4.Ensure ‘doing well by doing good’ 5.Remember your desire to tell > most consumers’ capacity to listen 20

21. 21 Kraft Foods + Cadbury: combining best practices in sustainable sourcing

22. 22 Future Commitment New company becomes the biggest purchaser of certified coffee and cocoa Kraft Foods/ Cadbury alignment on sustainability Commitment to Cadbury Cocoa Partnership, Fairtrade and Rainforest Alliance

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