In a time of crisis, Brand Purpose has taken center stage. Value-driven consumers are demanding that brands get off the sidelines and answer the question: How are you making the world a better place?The challenge: you can't manage what you can't measure and you can't measure what you can't define. This session will provide a new approach that leverages social listening data that enables brands to quantifiably clearly understand, benchmark, and better align with key stakeholders on brand purpose initiatives. This session will help insight pros understand:- The drivers and evolution of brand purpose- A comprehensive framework for measuring brand purpose and benchmarking performance- How to measure Brand Purpose at the speed of culture
Q&A Session, Social change today.
The 3 takeaways of the presentation are:- Understand LGBTQ+ travellers: to what extent and in what ways does being LGBTQ+ impact travel behaviour and travel needs? - Gain practical solutions: how can Booking.com (and you) better support LGBTQ+ travellers at all stages of their customer journey?- Be an LGBTQ+ ally: what are the considerations for brands when communicating LGBTQ+ allyship externally?
This work outlines how Macmillan and Listen & Learn Research used social data to learn how to help people who have just been told they have cancer. Working with Listen & Learn, Macmillan used a social insights approach to finding, appreciating and understanding what it is like to receive a diagnosis. They explored what happens, how people feel, where they go for help, what they needed and ultimately, how Macmillan could help. In this paper, we will discuss how, together, we made this work. From getting a new method approved post-GDPR and gaining internal support, to how this approach to social data was able to unlock previously hidden aspects of life with cancer. Then the results: how Macmillan was able to make changes to service design, communications, and resourcing while feeding into their longer-term strategy.
The 2019 marks 25 years since the horrific genocide in Rwanda. SURF Survivors Fund, the charity set up to help survivors of the genocide, were well aware of the challenges this milestone presented. Rwanda still has huge and immediate needs - SURF works to enable survivors to finish interrupted education, to repair family homes which have deteriorated over time, to help widows who still carry the physical and psychological scars of the events of 1994. Yet the corollary of this was a great sense of responsibility on the shoulders of the charity's management. How to best communicate the scale and depth of the current need to the contemporary audience - despite the distance in a time of a quarter of a century?
Demand for ivory in China has risen dramatically in recent years due to rising affluence and travel. Ivory is traditionally being regarded as precious and prestigious. Our challenge is to make it socially undesirable and change consumer perceptions.