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Uncertainty Is the New Normal - for People and for Brands

We live in an era defined by deep uncertainty. The cost of living is rising. AI is transforming the job market. Social polarization is growing. Trust in institutions is eroding. The climate crisis affects daily life, and war fuels chronic anxiety.

These realities are reshaping what people value and how they make purchasing decisions.

At the same time, the marketing landscape has undergone significant changes. Markets are saturated. Brand loyalty is eroding. Even purpose-driven campaigns face growing skepticism and are increasingly accused of greenwashing. Social media and AI have redefined authenticity and amplified public scrutiny.

So what do consumers want?

They want solutions. Not just “purposeful” brands or emotional storytelling, but products and services that genuinely improve their lives - physically, emotionally, or financially.

According to the 2025 Edelman Trust Barometer Special Report, 68% of people say it’s important that brands help them feel happy, confident, inspired, safe, and calm. And 61% say it’s important that brands help them contribute to positive change in the world.

Today’s consumers expect brands to deliver both personal benefit and social value, and they’re acting accordingly:

The 2025 Sustainability Perceptions Index reveals that claims related to environmental or social responsibility now account for 4% to 23% of purchase drivers across a wide range of categories, including food and consumer goods, electronics, hospitality, automotive, and even B2B and IT services.

A five-year study by McKinsey & NielsenIQ  (2018–2022), analyzing 600,000 consumer products, found that items with claims related to environmental or social responsibility grew by 28%, compared to 20% growth for those without such claims.
While market conditions have since evolved, the findings suggest that, especially in highly competitive consumer categories, value-driven positioning can support growth when executed with credibility and relevance.

That’s the opportunity - and the challenge.

From Purpose to Growth: Making the Brand a Force for Good

To help brands meet these expectations and unlock the full potential of combining sustainability with marketing, I developed Impact Marketing:

A strategic marketing approach that systematically integrates social and environmental impact into every part of the marketing system - from product and packaging, to pricing, campaigns, storytelling, and customer experience.

This approach enables brands to create meaningful value for people, society, and the planet, while expanding their market, strengthening trust, deepening emotional connection, and gaining a competitive edge.

It also connects marketers to a new kind of mission: to become agents of change and creators of hope.

This is not philanthropy in disguise – it's a business growth strategy built on relevance, responsibility, and real-world value.

To implement this approach, the framework includes five core components:

(1) Positive-impact products; (2) Ethical marketing; (3) Inclusive marketing; (4) Sustainable ("green") marketing; (5) Social mission.

In addition to the five components, two foundational enablers are key to success:

• Social Radar: Active listening to the concerns, needs, aspirations, and pain points of consumers, employees, and communities. This enables brands to identify genuine opportunities and avoid costly missteps.

• Innovation: Applying technology and creativity to develop solutions to unmet social and environmental needs—fueling both purpose and growth.

The five core components of Impact Marketing

1. Positive-Impact Products

Designing products and services that are safe, healthy, and genuinely beneficial—solving real problems, supporting physical and mental wellbeing, saving time and money, or meeting previously unmet needs.
If adverse impacts are unavoidable, brands should minimize them and communicate them transparently, enabling informed choices.

The business benefit: increased trust, category differentiation, and access to new markets.

Example:

AXA, the global insurer, introduced a policy in France that covers housing for women escaping domestic violence, addressing a critical need and building brand trust.

Telekom launched a long-term campaign against online hate speech, offering educational tools and support to affected users, directly linked to how people use their digital services.

2. Ethical Marketing

This includes responsible messaging (especially with vulnerable audiences, such as children or older adults), avoiding manipulation, misinformation, or glorification of violence; ethical practices in influencer partnerships; and transparent, non-manipulative use of data and AI in marketing.

In many cases, regulation lags behind practice, so brands must go beyond compliance.

The business benefit: reduced risk, more substantial brand equity, and increased customer loyalty.

Example:

Dove has updated its ethical advertising policy to explicitly reject the use of AI-generated images of women in its campaigns. This strengthens its position as a brand that leads a consistent social agenda and builds long-term consumer trust.

3. Inclusive Marketing

Adapting and designing products, services, and brand communication to meet the needs of diverse population groups that have historically been underserved or excluded. This also includes authentic representation of diverse identities and narratives in brand messaging, portrayed in empowering, non-stereotypical ways.

The business benefit: market expansion, increased relevance, and deeper brand loyalty.

Example:

Whirlpool developed the Spin & Load Rack, a rotating dishwasher rack that provides easier access for people with limited mobility. Designed in collaboration with the United Spinal Association and tested by users with disabilities, this product makes dishwashing more accessible, expanding the brand’s reach to new consumer segments. It also creates a distinct competitive advantage and drives preference over other brands.

4. Sustainable Marketing

This component focuses on minimizing environmental impact and promoting sustainable consumption practices. It is built around three key strategies that can be applied separately or together, depending on the product and context:

Reducing environmental footprint
Minimizing the product’s impact throughout its lifecycle—encompassing raw materials, production, usage, and end-of-life—leads to lower emissions, reduced waste, increased efficiency, and cost savings.

Advancing circularity
Implementing circular economy models such as renting instead of selling, selling refurbished or second-hand goods, offering repair services, or using refillable packaging. These solutions extend product lifespan, reduce the need for new production, and foster brand loyalty and differentiation.

Promoting sustainable habits
Encouraging consumers to adopt more sustainable behaviors, especially those related to product use, through the application of behavioral economics tools and compelling brand storytelling. These behaviors not only have tangible environmental benefits but also generate a sense of satisfaction, known as a “warm glow,” which deepens brand affinity and preference.

The business benefit: cost savings, long-term customer engagement, and strategic differentiation.

Example:
IKEA combines all three strategies:
Product design with recycled materials;
Circular services like second-hand sales;
Behavioral campaigns, such as stopping the sale of single-use batteries and encouraging the use of rechargeable alternatives.

5. Social Mission

A brand is more than a business - it’s part of public culture.
Brands that express meaningful values, tell compelling stories, and inspire action don’t just sell products - they shape cultural norms and spark collective change.

A social mission can be embedded at the core of the brand or take the form of long-term initiatives that address specific societal issues. When this mission aligns closely with the brand’s values, the product’s social relevance, and people’s lived realities, it deepens emotional connection and fosters lasting loyalty.

The business benefit: A well-executed social mission strengthens brand equity, differentiates the brand in a crowded market, boosts trust and preference, and drives long-term customer retention.

Example:

Airbnb’s social mission, rooted in the brand’s purpose “to create a world where anyone can belong anywhere,” is to provide emergency housing in times of crisis, conflict, disaster, or domestic violence. This initiative operates through partnerships with NGOs, while also empowering the Airbnb host community to donate stays to those in need.
To date, over 1.6 million nights have been donated to more than 250,000 people in 135 countries -strengthening trust, engagement, and long-term loyalty.

Invitation to Marketing, Innovation & Sustainability Leaders

Impact Marketing is a strategic tool for today’s most pressing challenge: aligning business growth with social value creation.

If you lead marketing, innovation, or sustainability, this framework can help you define your brand’s positive contribution, build stronger stakeholder relationships, and unlock new growth opportunities.

Want to learn more?
Book an inspiration session or a hands-on workshop tailored to your team.

Let’s turn your brand into a force for impact.

הפוסט Impact Marketing: A Strategy for Meaningful Growth in Uncertain Times הופיע ראשון בשירלי קנטור

How Much Is a “Green Image” Worth?

In today’s market, sustainability is a growing factor in building brand reputation and influencing consumer decisions. The Sustainability Perceptions Index is the first metric that quantifies the financial value of perceived sustainability in the eyes of consumers, as part of a brand’s total monetary worth (see explanation about the methodology at the end of this article).

This is the third year Brand Finance—a world-leading authority in brand valuation—has published the index.
In 2025, some categories show a slight decline in sustainability's role in purchasing decisions, likely due to the economic downturn and anti-ESG sentiment encouraged by the U.S. administration.

Still, the numbers speak for themselves: 4% of food brand choices are driven by sustainability considerations; 6.9% in electronics; 7.9% in household products; 10.5% in hotels; 10.9% in soft drinks; 15.8% in IT services (yes, even in B2B—this figure has grown since last year), and up to 23.2% in luxury car purchasing decisions.

Take Apple, for example. It ranks first in the 2025 index, with a Sustainability Perceptions Value of $39 billion, meaning that consumers’ belief in Apple’s sustainability efforts contributes to the brand’s value. Out of Apple’s total brand value ($516.6 billion), 7.5% is attributed to sustainability perceptions.

The report's chart below lists the top 30 brands by sustainability value. The full report includes a complete list of 500 brands.

What Happens When There's a Gap Between Perception and Performance?

The Sustainability Gap Value represents the difference between a brand's perceived sustainability and its actual performance, based on objective ESG data and ratings.

A positive gap—where performance exceeds perception—suggests an opportunity to increase brand value by improving sustainability communication and public visibility.

Brand value is crucial for sales, profitability, loyalty, recruitment, reputation, and stock value; sustainability has become a significant component.

Microsoft is a good example. Its sustainability performance is impressive, but public perception hasn’t caught up. In 2025, its positive gap is estimated at $5.6 billion, a value that could potentially be unlocked through better communication and storytelling.

Conversely, a negative gap—when perception exceeds reality—creates risk. Brand value can erode if the truth is exposed (greenwashing) or perception adjusts downward.

Tesla illustrates this risk. Despite its leadership in electric vehicles, its governance, labour practices, and supply chain performance have long raised concerns. The public behaviour of its CEO, Elon Musk—including polarizing political statements—has also shaken trust in the company’s commitment to sustainability.

The report shows that Tesla’s perceived sustainability commitment dropped significantly across nearly all global markets, resulting in a $7.3 billion decline in sustainability-related brand value over two years.
One of the report’s charts highlights the top brands with positive sustainability gaps—brands that could increase their value simply by communicating their sustainability commitments more effectively.

How to Communicate Sustainability Effectively

As consumers grow more sceptical, informed, and data-driven—while also being overwhelmed with content—brands must communicate sustainability efforts with:

• Transparency, credibility, and data. Even when the data isn't flattering, people value honesty over perfection.
• Relevance to the industry, geography, and audience. In some cases, the most critical issues are human rights in the supply chain; in others, they are carbon reduction, plastic reduction, or animal welfare.
• Consistency across all brand touchpoints—not just one campaign yearly or a quiet page on your website.
• Clear, interesting, and engaging storytelling.

Inaccurate or misleading messaging may result in greenwashing accusations. Silence—known as greenhushing—may push audiences toward more vocal competitors.

Methodology

The Sustainability Perceptions Index is based on a global survey of over 150,000 consumers in 40 countries.
The survey covers over 6,000 brands and measures how sustainability perceptions influence consumer choice across categories. It compares these to actual ESG performance using CSRHub, a global platform for ESG ratings and analysis.
Brand value is calculated using ISO 10668, the international standard for financial brand valuation.
The index then quantifies the share of each brand’s value directly attributed to perceived sustainability.

הפוסט Being a Sustainable Brand Pays Off – Here’s the Proof in Numbers הופיע ראשון בשירלי קנטור

The new approach I suggest here does not consider the report a single piece, a "publication" but a cluster of many information items, each relevant to different stakeholders.

If we provide each stakeholder with only the information that interests them, make it accessible in an interesting way, use the principles of storytelling, and choose the appropriate format and relevant platform for that stakeholder, there is a great chance they will consume our content.

To get the best out of the report, we must create a communication plan that will answer the following questions:

1. Who?

Who are the stakeholders \ target audiences that it is important for us to read the report or parts of it? ("The general public" is not an exact definition of a stakeholder.)

You should make a segmented list by categories and subcategories.

2. Why?

Why is it important that each of the stakeholders we defined read the information? What exactly do we want to achieve as a result of this, and how will we measure that we have achieved this?

No less than that, it is important to understand why these stakeholders would be interested in reading this. In what way is the information relevant to them? What's in it for them?

3. What?

What information is important for our stakeholders?

To answer this question, we must have a preliminary dialogue with them. The GRI methodology (based on the AA1000 standard Stakeholders Engagement standard by AccountAbility) encourages engaging stakeholders to understand their material issues and concerns and then communicating to them in the report the answers to the questions that interest them (if these are also material issues from the company's point of view).

The report is a treasure chest of information, and it is possible to produce a variety of content items that are adapted to the various stakeholders. Not everyone is interested in everything. It is better to distill the specific relevant content.

4. How?

What format should the information be transferred in? Depending on considerations (the type of information, the industry, the brand language, and most importantly, the stakeholder's preferences), it is advisable to use a variety of formats for transmitting information within the report itself: graphs and infographics (which enable the quick absorption of a set of data), texts, stories (such as case studies), and, as much as possible, images and video.

Where this is possible (for example, in policy documents that do not change from year to year or in very long case studies), it is better to present a concise text in the report and attach a link to the extension on the company's website.

It is important to use brand language to strengthen the identification between the report's content and the company \ brand.

It is always recommended that a summary accompany the full report. The summary can be an abbreviated file, one web page, or a visual infographic that concentrates on the main issues and data.

As mentioned, it is recommended that specific content from the report be communicated to the relevant stakeholders—not as part of the report but as separate and dedicated content.

Lego's 2023 first half-year sustainability highlights are on the company's website. The colorful Lego bricks are part of the design of the information.

5. Where?

Which channels and platforms should we use to distribute the information? It depends on where our stakeholders prefer to get their information from.

The more accurate we are in choosing the right platform and channel access for each stakeholder category, the greater the chance the stakeholders will be attentive to our communication.

Communicating this information is not a one-way task but a process of engagement and dialogue, which also includes listening to feedback and building trust with the stakeholders.

Think creatively about unconventional platforms and channels in order to surprise and capture attention at the most unexpected (but still appropriate) moments.

Examples of information dissemination channels:

Physical: personal meetings, conferences, round tables to discuss content, posters, and brochures.

Digital: e-mail signatures, newsletter, website, WhatsApp, social media, webinar, podcast.

You can create dedicated campaigns around the content, engage the employees and encourage them to be the storytellers of the company's ESG story, use trivia quizzes that will increase engagement, and more.

So, when you begin working on the next ESG report, consider the communication plan and budget and engage the PR, marcom, and HR teams in the planning process.

הפוסט The Secret to Transforming Your ESG Report into a Best-Seller הופיע ראשון בשירלי קנטור

This year's Super Bowl was watched by an average of 123.4 million people in the US, making it the most-watched broadcast since the 1969 Moon landing. For such fantastic exposure, a 30-second commercial during Super Bowl costs $7 million.

I was curious which brands would dedicate this expensive and significant exposure to convey social or environmental messages, advancing their brand, reinforcing its values, and differentiation. This is what I found this year:

Google Pixel: An app that enables people with blindness to take clear pictures

Guided Frame on Pixel 8 uses Google AI to make it easier for people with blindness or low vision to capture photos and share daily life. The ad is shown from the blurred perspective of a man with vision impairment, presenting moments from his life.

Not only does the product itself create a positive social value (making the option of taking photos accessible), but the ad itself adds social value: it allows us to see reality from the perspective of the other (evokes empathy), it shows us that people with vision impairments have normal lives (changes stereotypes), and it presents social diversity (normalizes diversity)—impact marketing at its best.

The director of the ad, Adam Morse, is a person who is blind, and the voiceover in the video is by Stevie Wonder - the wonderful musician who is entirely blind.

A video about the creation of the advertisement offers further insight into the world of people with vision impairments.

If we want to use the advertising power of brands to promote social equality, it's essential to do so not only by featuring people from diverse populations in ads but also by entrusting the tasks of scriptwriting and directing to people from diverse populations. Then, we get to see a different narrative and perspectives, not just different characters.

By the way, Google's commitment to integrating people with disabilities as employees and to developing features that make its products accessible to people with disabilities is embedded in policy and work plans, detailed on the company's website. For example, see Google's diversity report for 2023.

Hellmann's Mayonnaise: Reducing food waste

This year marked the fourth consecutive Super Bowl in which the Hellmann's brand offers people to use its superpower: turning random food leftovers in the fridge into a tasty dish.

Hellmann's social mission is to reduce food waste—a critical challenge in a reality where more than 30% of food finds its way to the trash, mostly thrown away by consumers at their homes. However, this message is not explicitly presented in the ad (except in the slogan "Make taste - Not waste"), with no mention of sustainability or environmental benefits, not even the financial savings from saving food at home.

Instead, consistent use of humor and stars from the American comedy and cinema world is employed to propose mayonnaise to prepare tasty dishes: this year, Kate McKinnon, and in previous years, Pete Davidson, Jon Hamm, Brie Larson, and Amy Schumer. Humor is a great way to convey messages related to sustainability, which is often perceived as a serious and gloomy issue.

Dove + Nike: Encouraging self-confidence among girls and young women in sports #KeepHerConfident

A new study by Dove found that 45% of girls quit sports by age 14, mainly due to low body confidence.

So Dove teamed up with Nike and world-renowned academic experts to create the Body Confident Sport program that builds physical self-confidence for girls aged 11-17. The program's materials are available online, free of charge.

The ad raises awareness of the issue and program, encouraging girls and young women to continue training.

Dove's "Real Beauty" campaign was created in 2004. Although the problem has not been solved in the 20 years since (social media have exacerbated it), Dove deserves commendation for its persistence and consistent investment in this important campaign, which raises awareness, stimulates discussion and action, and creates lasting value for the brand.

Unlike Google Pixel and Hellmann's Mayonnaise advertisements, Dove's ad does not touch on the product itself. Therefore, in my opinion, its potential impact on everyday life is relatively limited.

Silk Almond Milk: Feeling good

Actor Jeremy Renner, who was severely injured a year ago when crushed by a snowcat vehicle (while trying to save his nephew) and broke 30 bones, stars in an advertisement for SILK's almond milk. Renner demonstrates excellent physical condition and credits the tasty almond milk.

I must say, I'm a bit uneasy about how Renner throws the wooden spoon like a knife into the almond milk carton, incredibly close to his daughter sitting at the table. While it mimics a cool effect from action movies, for some children, this may evoke violence they are familiar with from home. Irresponsible and inappropriate.

One might consider it as a standard ad for a basic consumer product. Still, since it's known that the environmental impact of plant-based foods is generally lower than that of animal-based foods, such an advertisement encourages a more sustainable daily lifestyle - with the help of celebrity influence.

As in the Hellmann's Mayonnaise ad, there's no explicit mention of environmental benefits (except in an implicit message in the slogan "Feel planty good"), only of taste and nutritional value.

An ad that normalizes a sustainable lifestyle creates a positive social-environmental impact, especially when broadcast to 123 million viewers.

Snapchat – because social media is harmful to the soul

Snapchat's ad goes against other social media platforms, which have become a source of distress for their users: more likes – less love; more perfect pictures – less imagination; more influencers – fewer individuals, and so on.

Snapchat is presented as an alternative offering more humanity, privacy, love, and so on. According to these messages, the ad promotes a product with a positive social value. At least, apparently.

I'm unfamiliar with Snapchat, so I can't comment on the reliability of the messages in the ad. But I know that the New York City Mayor announced, not so long ago, the filing of a lawsuit to hold five social media platforms, including Snapchat, accountable for fueling the nationwide youth mental health crisis.

So, I'm not sure about the real social impact of Snapchat, but I think this ad is worth mentioning here.

Michelob ULTRA beer – Messi plays football with women

I include the Michelob ULTRA beer ad, featuring football player Leo Messi and actor Jason Sudeikis (Ted Lasso), because it shows Messi playing beach football with a mixed group of women and men.

I assume women are a defined target audience for this low-calorie beer, yet – it's not taken for granted to see a football game of women and men together.

This is another good example of an ad normalizing a desirable norm - this time by a superstar like Messi, who influences many children, teenagers, and men worldwide. I'll drink to that! Cheers!

הפוסט Impact Touchdown: Ads with sustainability messages in Super bowl 2024 הופיע ראשון בשירלי קנטור

The article was originally published in Hebrew in magazine by PROFIMEX

Click here for the Hebrew version.

Discrimination and racism, food wastage, population aging, preparing for the fourth industrial revolution, huge quantities of polluting waste – will it be the business sector that helps in resolving the most acute social challenges globally and in Israel?

If, until a few years ago, the typical response would have been “No way!” it seems that today more people and organizations think that the role of private and public companies is undergoing change. They can and indeed should take an active part in shaping current and future social well-being. Doing so does not replace earning money – making a positive social impact does in fact go very well with profit-making.

In May 2018, Unilever announced that those of its brands defined as Sustainable Living Brands, creating beneficial social value (such as improving health and well-being, and increasing livelihoods) while reducing ecological impacts in the value chain, have grown 46% faster than its other brands, and are responsible for 70% of its turnover growth. This is the reason that Unilever is continuing to convert more and more of its brands to ‘sustainable living’.

The social purpose and business benefit it creates have not escaped the eyes of the investors. In January 2018, Larry Fink, Founder and CEO of Blackrock Investment Fund, caused something of a stir when he wrote to the CEOs of the companies in which Blackrock invests:

“The public expectations of your company have never been greater. Society is demanding that companies, both public and private, serve a social purpose. To prosper over time, every company must not only deliver financial performance, but also show how it makes a positive contribution to society”.

Fink’s approach has resounded strongly in the institutional investment market. A study recently conducted by public relations and communications company Edelman among 500 investment managers and portfolio managers in leading firms around the world, found that 98% of them think that public companies should provide an urgent response to social issues, such as cyber security, income inequality, diversity in the workplace, and immigration so as to ensure that the global business environment remains stable and healthy. At the same time, 89% of them reported that the companies where they work had changed their voting policy and their engagement priorities in order to pay more attention to ESG – environmental, social, and (corporate) governance risks.

These statements are well-founded. Already in 2016, GSIA – the Global Sustainable Investment Alliance – estimated that the global value of assets managed according to ESG principles amounted to approximately 22.9 trillion dollars.

Another Edelman study, EARNED BRAND 2017, reviewed 40,000 individuals in eight countries and found that the general public also places its trust in corporations. 53% think that brands can do more than government to solve social ills. These assumptions are expressed in purchasing decisions. The study also found that 57% of consumers today base their consumer decisions (preference or boycott) on the basis of the values exhibited by brands and the corporations behind them.

So, what can companies do to help provide a response to social and ecological needs, while also creating business value and strengthening the trust of their stakeholders, including: shareholders, employees, customers, suppliers and the society in which they operate?

They can act on three fronts, as defined by Prof. Michael E. Porter and Dr. Mark R. Kramer in their article Creating Shared Value, published in the Harvard Business Review in 2011: Reconceiving products and markets, redefining productivity in the value chain, and building supportive clusters in the surrounding community and in society at large.

Innovation and accessibility of products and services

Companies can develop new products and services that provide a response to social needs or to ecological challenges. Alternatively, they can adapt and improve the accessibility of existing products and services to the needs of population groups to which marketing attention has not yet been given.
Thus, for example, Gillette recently developed a razor to be used by care givers: people who shave others. The objective here is to cater to people who take care of elderly men who are unable to shave themselves – a growing group, given population aging.

In another example, Israeli food company, Strauss, developed new product categories tailored to people with sensitivities to nutrients such as gluten or lactose. To date, these people and children have only been able to enjoy a very limited range of products, since the consumption of unsuitable products can harm their health.

The banks in Israel have signed up to a joint initiative of the Banking Supervision Department, the Ministry of Social Affairs and Social Services and social associations to enable women who are victims of domestic economic violence to obtain financial services adapted to their needs, especially in instances where they are living in emergency shelters.

In contrast, social benefits sometimes arise in rejecting a product. CVS Pharmacy, the huge pharma chain in the United States, stopped selling tobacco products in its stores as part of the implementation of its commitment to help people look after their health. In the past, these products had generated two billion dollars in annual revenue for the chain. The parent company compensated for the loss in revenue through other health service channels. A Study conducted 3 years later, confirmed that the Company's Tobacco Removal Decision Reduced Cigarette Purchases Nationwide.

Innovation and sensitivity in the company’s value chain

Companies can create benefit for stakeholders by improving the well-being of the people who work all the way through their value chain, mainly by improving salaries and terms of employment, and promoting workplace diversity. In so doing, they enhance efficiency and advance innovation in production processes that could reduce environmental impacts.

For example, global ice cream brand Ben and Jerry’s makes sure to purchase five of its top raw materials from family farms and social cooperatives in developing countries. The purchases are part of a Fairtrade program to ensure better payment to farmers, healthcare and education for their children, and investment in developing sustainable farming for these farmers.

Another example is that of Nesher Israel Cement which, with a large financial investment (in partnership with the Veridis Group the Dan Region Association for sanitation and waste management), established a Plant that sorts mixed municipal waste and turns it into an alternative fuel (Refuse-Derived Fuel - RDF) for the cement industry. The plant handles half of the garbage produced in the Dan Metropolitan Area, which, without the Nesher plant, would have been buried in landfill. From Nesher’s viewpoint, the garbage becomes a source of energy that emits fewer greenhouse gases, thus adding value to society and contributing to the environment.

Promoting social change in the surrounding community

Companies can themselves initiate or join the efforts of others to resolve significant social challenges via collaboration with social and public organizations. At times they may collaborate with competing companies or even take a stand that is seemingly not in their best interest.

For example, since 2010, American communication company AT&T has been working to reduce the use of smartphones while driving. This is a problem directly related to use of the company’s product, and AT&T therefore considers itself obliged to help resolve it. AT&T’s efforts include massive awareness raising and education activities on the web, in local communities, in schools and among the company’s employees and other companies’ employees – even AT&T competitors. Those activities are a collaborative effort with NGOs.

In Israel, in 2013, Intel, the Trump Foundation (no connection with the US President) and the Rashi Foundation initiated the 2x5 campaign – an initiative to multiply the number of high school students graduating from the 5-unit track in mathematics, physics, chemistry and technology (STEM), with an emphasis on female students and those from periphery towns. This came about since the steep decline in the number of students sitting for the 5-unit matriculation exam projected a future decline in the number of engineers of both genders who would be suitable for recruitment into Intel and other technology companies.

About 100 organizations joined the initiative, including the Ministry of Education, technology companies and entities that engage in education. Together their action contributed to a rise of 80% in the number of 5-unit graduates of both genders. The gap between three and five units in high school can be translated into almost doubling of the salary as adult employees, so that the social benefit is both extremely significant and long-term.

Social activism of corporates and brands

In a reality of vibrant and lively discourse in social networks around values, rights and identities, the social activities of brands and corporations are increasingly linked to taking a position on controversial issues. The position taken must fully conform with the brand’s values, and one needs to take into account that it will provoke objection among some of the public.

For example, airbnb, whose central value is the ability to make its users feel as if they belong anywhere in the world, has built a comprehensive plan of action to eliminate discriminatory behavior, including a public campaign. This occurred after customer complaints built up about the discriminatory conduct of host members on the airbnb platform against the backdrop of nationality, skin color, sexual identity and more.

In Israel, financial newspaper Globes took an extraordinarily daring step, relative to the Israeli market when, in June 2018, it published a special supplement showcasing managers from the LGBT community. The supplement was intended to raise awareness and discussion on the topic in workplaces, and to create role models for people from the LGBT community. It is worth mentioning that within weeks of publication of the supplement, an LGBT protest broke out, to which many companies in Israel lent their support and, for the first time, publicly expressed support by calling for equal rights for the LGBT community.

These examples illustrate what can be done to create a beneficial impact on society and the environment, while winning the trust of stakeholders, gaining opportunity to innovate, save on costs, reach new market segments, and more. These actions should be conducted concurrently with a constant reduction in the negative effects of the company’s activity along its value chain. For example, Facebook, as a company, creates a highly-valuable social benefit, but its unwillingness to take responsibility and develop means to protect the privacy of the information in its possession has cost it a loss in trust among its key stakeholders, including investors, government officials, commercial customers and many private users.

A clear definition of guiding values and a social mission, transparency, authenticity and a willingness to invest efforts and resources over time are important keys (although not sufficient in themselves) for succeeding in beneficial social endeavor.

The more the activity is based on the core business, the value chain, and the managerial, commercial and operational routines of the company, the greater its chances of creating shared value for corporation and stakeholders alike.

Our investors, customers, and employees are letting us know that it is time to go down to the playing field and take an active part in shaping the society in which we live and conduct business – where we raise our children and grandchildren and want them to continue to grow and thrive.

Shirley Kantor is a Corporate Responsibility & Social Marketing Expert, working with leading brands and corporations, assisting them to find and leverage the relevant social aspects of their business – inside the company and outside, in the marketplace and in the community

הפוסט The great opportunity for corporates may lie in the most pressing social challenges הופיע ראשון בשירלי קנטור

Money can't buy you love, but these days your love may just buy you a burger at McDonald's. On Feb. 2nd, the fast food chain launched the Super Bowl XLIX Pay with Lovin' campaign in the US, which will run until Valentine’s Day and be accompanied by advertising during the Super Bowl

As part of the campaign, random customers in random restaurants of McDonald’s across the US will get opportunity to pay for their meal in a random acts of lovin': a family hug, a phone call to a loved one, a kiss blown in the air, and so on

The happy candidates to win are randomly chosen by the restaurant's Lovin' Lead manager, and it is he or she who will set the “price” they'll be asked to pay. McDonald's Corporation announced that even people entering a restaurant not to buy but simply to go to the bathroom, could be lucky winners. Love, as is known, warmly welcomes everyone

Consumers are looking for brands with social agenda

The campaign is part of a new marketing strategy at McDonald's to bring love to the world. They're not the first brand to do so. At Super Bowl 2014, Unilever's Axe brand took the step of launching its ‘Make Love Not War’ campaign through social involvement in the community

A recently published Nielsen report shows consistent increase in worldwide consumer preference for brands identified with social responsibility. Consumers are looking for authenticity, caring, and the human values behind the scenes of the brand and the corporation

It is not surprising, therefore, to find that more and more leading brands are moving to a social agenda: some choose to empower women or girls, others enable consumers to help the needy, and there are those that carry out “random acts of kindness”. Such campaigns succeed in boosting brand popularity and create positive conversation on social media

Everything is permitted in love and war; not so in marketing

Although I am an avid supporter of brand campaigns that attempt to create a positive social impact, the present campaign of McDonald’s leaves me with a sense of discomfort. It crosses a red line. This line may be a little difficult to see, but it's nevertheless dangerous to cross

There is a difference between encouraging people to empathize with others, and converting their expressions of love into currency, into a commodity. Once love is expressed simply to receive a gift, it is not love – it is utilitarianism, making it the very opposite of love. Meaningful emotion is stripped of its content, and becomes the product itself. This is the difference between genuinely caring and brazen manipulation

Brands may arouse our emotions, but at the end of the day we have to remember that they are just a brand – a product or a service in image packaging. Packaging should not try to be the essence, a substitute for a relationship. A shift manager is not meant to suggest that a customer tell her son what she loves in him. Chips in exchange for expressions of love – cheapens love and cheapens relationships

To best understand the difference between real love and a sales promotion campaign, it’s enough to visit the website that specifies the conditions for receiving a meal for love. There are lots of clauses and plenty of small print – just the opposite of love

הפוסט McDonald’s “Pay with Lovin'” campaign crosses a red line הופיע ראשון בשירלי קנטור

Infographic (information+graphics) is the representation of information through data visualization. While we’re not talking about a new invention, infographics have in recent years become more widespread along with the increase in the amount of information readily available online.

As people are inundated with more and more information, they seek simpler ways to pick up on the data that is important to them. The preferred and most common way for consuming content is visual: videos, illustrations and photos.

Perfect Match for Sustainability

The content world of sustainability and corporate responsibility is data-intensive and complex to explain and… let’s face it – may sometimes seem a little dry and tedious to people who aren’t directly involved in it (in other words, most of a company’s stakeholders). An infographic can help by simplifying information for the viewer, and even turn it into something attractive.

Companies can use an infographic to highlight data from their sustainability report, drawing on all the topics in the report:

Companies can also use an infographic to illustrate activities and impact in a particular area.

Look at these examples of P&G illustrating the status of women in the company’s leadership, The Co-operative Bank in the UK illustrating the activity that turns it into a responsible bank, Johnson & Johnson  illustrating how vaccines are bringing closer to zero the number of HIV-carrying babies born, and Nestlé  illustrating Kit Kat's commitment Fairtrade:

You can find many more examples on my Pinterest board by clicking here.

How to Create an effective infographic

A good infographic should tell an entire story in a single moment. It must convey a clear message within 5 seconds of the first observation, and give interesting information to anyone who reads on for a minute. To do this:

- The design concept should match the content world of the data.

- The design should “pack” the totality of the data in a way that will create a clear link between them – in a way that will tell the desired story in the right context.

- The graphics should create a unique and appealing visual experience, and be linked to the brand's marketing communications as a whole.

- The data should be interesting and not trivial; it must be reliable and accurate.

- The text (copywriting) should be written to make for a clear and inviting read.

Plan Before Designing

Before you approach the design phase, define the infographic’s primary target audience. Find out which content world is relevant to them, what they already know about your company, and which new data might interest them.

Also, find out where they're likely to look at the infographic: In a printed report? On your website? On Facebook? On a PC or smartphone screen? The answers to these questions will help you wisely choose the content world, the data and its range, the graphic language and the form of presentation.

Plan in advance where and how to disseminate the infographic: A newsletter to your distribution list? On your Facebook page? A press release? An infographic can also be presented in a video, as in the example of the UK's Co-op Bank.

Avoid creating banal infographics, overloaded with information, or collections of non-related anecdotes. Do good preparation and invest resources (in other words, work with a design person who specializes in infographics) to create a quality product that will successfully tell your story to as many people as possible from your target audience.

If you know of successful infographics in the field of sustainability and corporate responsibility, you’re invited to share the links here in the replies to this post, and I’ll pin them on my infographics board on Pinterest.

הפוסט Sustainability Stories through Infographics הופיע ראשון בשירלי קנטור

 Personalization in the age of globalization

Coca Cola launched a new campaign at the beginning of May 2013, in which the most common personal names in Israel have been printed on Coca Cola bottles. A similar campaign was launched in Europe and Australia. The campaign was intended to renew the company’s affinity to young consumers.

“Personalization” is the name of the new game in marketing, and this game has rules of its own. Researches show that teenagers and Generation Y (born in the ‘80s and ‘90s) like to see themselves as individuals with unique identities, but it is also important to them to feel part of the trend and of the mainstream. The Coca Cola brand represents the desired mainstream.

First names — a social predicament

On the one hand — a first name is a clear component of an individual’s personal identity. On the other hand — a first name also has cultural significance: it is created and given within a religious or national context, as part of a trend or period, or of a social group.

When a powerful brand such as Coca Cola chooses to create a campaign based on first names, it is already challenging dealing with cultural-social dilemmas.

According to the view of corporate responsibility, it is good to have clear principles guiding how these dilemmas should be dealt with, and for these principles to be clear to the public and to even be determined through dialog with representatives of the public in question.

In Sweden, for instance, a decision was made not to print the name Muhammad on bottles, despite it being a very popular name in that country. The marketing manager of Coca Cola Sweden explained that because the brand is symbolically associated with the U.S., there was a fear that printing the name Muhammad on the bottles would provoke Muslims in Sweden. After consulting with the Muslim Association of Sweden, a decision was made not to print the name.

The Arab segment wants to be like everybody else

In Israel too, it was decided not to print the name Muhammad or other Arab names on bottles and cans, despite the brand’s high popularity among Israeli Arab consumers, despite the fact that it does not suffer from the problem that Sweden has (Coca Cola advertises extensively to the Arab segment in Israel), and despite the assumption that there are probably one or two Arab names among the most popular names in Israel (Arabs constitute 20 percent of the Israeli population).

A new social initiative העתיד - المستقب Ha'atid (Lit. “The Future”), which was established by Afif Abu Much in order to promote the integration of Arabs in the circles of life in Israel, contacted Coca Cola’s consumer services via the brand’s Facebook page and asked why there are no Arab names on bottles in stores, alongside other names.

The answer he was given was that any name in Hebrew, English or Arabic could be printed on personalized labels in a number of points of sale. This could seemingly provide a solution for everybody. But from the Arab consumers’ standpoint, it misses the main point: to see Arab names printed in Hebrew letters, alongside other names on the shelves. Or in other words: to be part of society as a whole. To be included.

Diversity without inclusion does not allow for social change to occur

The terms diversity and inclusion refer to the degree of heterogeneity within a given social framework. The term diversity reflects the variety of different groups represented within a framework. Inclusion expresses the degree of the framework’s openness to include within it different groups, and to enable them to be partners in determining the nature of the framework and its agenda.

Diversity without inclusion — this will not create continuous and sustainable social change; rather it will preserve the basic exclusion of certain groups from centers of influence.

Listen to the consumer with a social ear — and recognize a marketing opportunity and competitive advantage

Every company in Israel that publicly supports the social principles of diversity & inclusion needs to respond to the voice of the new Arab consumer; to listen carefully with a socially sensitive ear.

This is a consumer who does not want to be defined as a segment and to receive offers exclusively in Arabic, on Muslim holidays and in Arab shopping centers. This is a consumer who works, buys and spends time in general commercial centers. He wants to see change in marketing norms, which are influenced by social norms, but can also influence them in return.

There might be a dilemma in dealing with those Jewish consumers who do not feel comfortable seeing Arab names on a Coke bottle in a Tel-Aviv supermarket. This is where the people behind the brand need to hold an internal debate on the set of social values that guide the brand’s activities, values that they committed themselves publicly to.

A powerful brand can lead to change in the social views of consumers. A brand that does not want to take risks regarding social issues, should carefully weigh which social values it will take a stand on.

Brands that have suited themselves quickly to the coming winds of change will be able to catch those winds and create a competitive advantage for the brand, while they are promoting social goals. Others are expected to deal with ravaging storms.

To read this post in Hebrew - click here  לקריאת הגירסא העברית של הפוסט - הקליקו כאן

הפוסט Diversity & Exclusion: Coca Cola leaves the Israeli Arab segment off the communal shelf הופיע ראשון בשירלי קנטור

P&G, The global FMCG mega-brand, created successful cause marketing campaigns in the past, such as Pampers' "One Pack = One Vaccine" or Dawn helps Save Wildlife, but the current campaign has a number of unique characteristics. Here is a short review of them:

1. Faster, higher, stronger campaign

The current P&G campaign deals with honoring the mothers of Olympic athletes, and is based on cooperation with the International Olympic Committee. It was launched leading up to the Olympic Winter Games in 2010 and committed to providing sponsorship for the three Summer and Winter Olympics; in other words, this is a long-term move.

The campaign combines 3 distinct types of activity

1. Classic commercial activity, such as providing sponsorship to athletes and broadcasts
2. Classic social investment activity, such as financial supporting local youth sports organizations for kids around the world
3. Social marketing activity, with the aim of creating social awareness and a new global discussion topic. This activity is performed by using short videos (more than 20 million views on YouTube to date), an application for sending messages to thank the mothers, and other additional content, mainly on Facebook, YouTube and other websites.

2. Ingenious originality

The marketing people at P&G succeeded in identifying a “transparent" social issue – the kind that despite the fact that it is significant to a large part of the population, it doesn't receive enough public attention, i.e. it’s "a non-issue".

The issue is the great deal of effort that mothers invest in raising their children, and in the endless work at home involved in doing so – all taken for granted by family members and the society as a whole. After identifying the issue, they focused the media spotlight on it, and created a discussion (that is, they made it "an issue").

The campaign honors mothers for the fact that they “give their entire world in order to fulfill their children’s dreams”. It is almost certain that for many mothers around the world – this is the first time that someone has thanked them for their work, which is taken for granted.

The ingenuity of the campaign lies in the connection between this social issue and the Olympics, by focusing on the athletes’ mothers. Although this is a logical connection, it isn’t a trivial or an expected one, and as such it is so inspiring and moving.

From the moment a brand recognizes a non-issue and raises the flag correctly and consistently – it becomes identified with it, and it can lead the issue for years. As Dove raised the flag of self-esteem for young girls, P&G has raised the flag of honoring and empowering mothers.

3. Empowering consumers

The connection the campaign makes between the dedication and efforts of the athletes’ mothers, and the success of their children, empowers not only these mothers, but each and every mother in the world.

Empowerment is a wonderful way to make people feel good, and to enhance the feeling that somebody cares about them – even if this "somebody" is an FMCG brand.

4. Glocalization

The Olympic Games is a global event that highlights the uniqueness of the various countries participating. P&G’s 'Thank you mom' campaign is also global, a dimension that gives it incredible power.

It is also expressed locally in 130 countries where the brand operates. The localization is portrayed, for instance, on local websites in 34 countries, by using the local language and by supporting local athletes. The localization increases the ability of mothers from any county to identify with the message (and with the brand that carries that message).

5. A corporate campaign, not a brand campaign

Usually, cause marketing campaigns are created for one brand, in order to distinguish it from competitors, and in order to create consumer preference for it when making purchasing decisions; the Pampers campaign, for instance. The current campaign is exceptional in that it was created for a corporate brand.

Lital Asher-Dotan, Israel Open Innovation Leader and External Relations at P&G, explains the considerations behind this choice: “We understood that people consider it important to know who the corporation behind the brand is, and what values make the corporation unique. Since the P&G Corporation is very familiar to consumers only in the United States, and not in the rest of the world, we saw the Olympics as an opportunity for a glocal event that will enable us to present the P&G Corporation and its values to consumers around the world.”

And if we were so moved by this campaign, it is interesting to see how P&G will set new records of excitement and engagement in the next Olympics Games.

הפוסט A Gold Medal for the P&G’s Cause Marketing Campaign at the Olympics, Thank You, Mom הופיע ראשון בשירלי קנטור