8. WHAT DOES IT MEAN TO YOUR CSR &
SUSTAINABILITY CAMPAIGNS
• Consumers or employees are under
extreme pressure and are looking for help
through this crisis
• Companies & brands need to demonstrate
leadership on issues that matters to their
key audiences & that are tied to a social
purpose (i.e. climate change, access to
health, etc.) in order to show they can
contribute to a better world
Create a vision and take on tough issues, in a
forthright, authentic way
9. 2
OBAMA EMPOWERED HIS AUDIENCE TO ACT
FOR THE GREATER GOOD
“We know the battle ahead will be long,
but always remember that no
matter what obstacles stand in our way,
nothing can withstand the
power of millions of voices calling for
change.”
Barack Obama's “YES WE CAN” speech in New Hampshire
ASKING EVERYBODY TO WORK TOGETHER TO ACHIEVE
COMMON GOALS
10. WHAT DOES IT MEAN TO YOUR CSR &
SUSTAINABILITY CAMPAIGNS
• Companies and brands need to CONNECT
& PARTNER with their key audiences to
effect positive change together and make
a difference
• Empowering your audience for a greater
good is your new currency to retain &
motivate your employees, increase loyalty
of your consumers, etc.
13. WHAT DOES IT MEAN TO YOUR CSR &
SUSTAINABILITY CAMPAIGNS
• Instead of communicating a
message, it is about genuinely
engaging in two‐way dialogues with
your multiple stakeholders
• Give more power, not less, to your
target audience so they feel
ownership, so they become
advocates
• Every company is a media company:
you can now create your own
content and start the conversation
15. WHAT DOES IT MEAN TO YOUR CSR &
SUSTAINABILITY CAMPAIGNS
• U n d e r s t a n d y o u r t a r g e t
audiences’ needs first
• Identify your key stakeholders’
expectations first and talk to them
in a way that matters to them
17. TODAY IS A “TRUST RECESSION”
“Whoever thought that ‘trust’ was
fluffy, whoever thought it
inconsequential, and whoever
thought trust had long been
superseded by risk models – today’s
trust recession is your answer”
BUSINESSES NEED TO RESTAURE
CONFIDENCE & LEADERSHIP