Dentsu Aegis On How to Move From Intent to Action with Brands for Good

The recent data from the Harris poll shows that consumers themselves want to do things to help equity and stop the negative impact on our planet but arenamp8217t sure what to do or how to do it amp160Thereamp8217s an intent to action gap of 65 to 28 amp160It is therefore vital for brands to play their part to bring all that good intent into actionAs part of a communications network working with the majority of bluechip clients around the world Dentsu Aegis has the opportunity to be part of this push to drive action amp160Like our client partners we believe brands have the power to change behavior amp160We also believe that communications can be the powerful catalyst to inspire that change amp160Those beliefs were the foundation for the launch of Brands for Good in Detroit lastamp160week amp160The research also identified nine sustainable behaviors that if adopted by the public at large could significantly reduce climate change preserve our natural resources and create a more resilient societyEditoramp8217s Note amp160For more details on the evolution of Brands for Good please listen to MediaVillageamp8217s podcast interview with Sustainable Brands founder KoAnn SkrzyniarzI was there accompanying the Dentsu Sustainability team looking through the lens of business and clients amp160Some of our clients are also founding partners and more will join amp160It was apparent to me over the course of the last few days that the business case is clear amp160The United Nations has proved that if everyone adhered to their Sustainability Goals it would add 12 trillion dollars to the global economy And the Organization for Economic Cooperation and Development OECD showed how the MakeCollectRecycleReclaim loop would garner an incremental 45 trillion dollars amp160Brands have always been a force for growth and now they need to be a force for good tooAs Marc Pritchard Chief Brand Officer for PampampG was keen to emphasize we mustnamp8217t stop thereamp160 Brands must be a force for actionWhat struck me was the true feeling of collaboration across what are usually fiercely competitive battle lines amp160PepsiCo PampampG and Nestlamp233 all sat on the same stage and in the same working groups intent on coming together to find a solution amp160These marketers who compete to fulfill the hydration needs of consumers also realize that the issue of reducing singleuse plastics and developing easier recycling options needs a collaborative effort amp160As Yumi ClevengerLee of Nestlamp233 Waters said amp8220This is bigger than any one company or any one person and we have to put aside the competitive part to find solutions for better sustainable living as consumers use our productsamp8221While a lot of the conversation in this launch session was rightly centered on the planet and climate change there was also discussion focused on the third pillar of the mission building resilience in and equity for people amp160Dentsu Aegis is a network built for the digital era and with data and digital at its heart it can play a key role in this area amp160We focus on digital democratization bringing access and support to underserved communities through initiatives like Codeorg and the Female FoundryThere were questions at the press conference about how this group would truly become change agentsamp160 amp160People wanted to know why this collaboration versus any other before it would have the right effectamp160 amp160Good question amp160Do we really expect that Brands for Good can make a difference in the lives of the public amp160The key to that is to set clear goals and measure our efforts and success amp160What gets measured gets done amp160Across our network we are focused on ensuring every dollar spent on behalf of our clients works to its optimal potential so we will naturally be leaning in to help set the agenda for the measurement of efforts amp160Also key is the will and determination of the members amp160There was no one involved who was amp8220dialing it inamp8221 just doing it to stick their logo on the press release amp160The drive to succeed was palpable with the world39s strongest brands and greatest marketers collaborating across the traditional lines of competitionThis will be a tremendous gathering of marketing brains and brawn to really shift consumer behaviors by making it easier for them to live a more sustainable lifestyle amp160We will be building out the lifestyle transformation roadmap this summer and I personally can39t wait to start getting some measured effective wins on the boardClick the social buttons above or below to share this content with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writersamp160

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Dentsu Aegis On How to Move From Intent to Action with Brands for Good

Author

Publish date

Channel

Angela Johnson

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

More Videos:

SUBSCRIBE FOR FREE MEDIAVILLAGE CONTENT | BECOME A THOUGHT LEADERSHIP CONTRIBUTOR

Dentsu Aegis On How to Move From Intent to Action with Brands for Good

Enjoying This Commentary? There's More to Love

Angela Johnson

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

Cookies