Purpose

There’s been no shortage of 2020 life hacks shared by our global community in recent weeks. When we asked our users how they’d be changing things up in the new decade, we saw 1000s of responses around more considered consumption – giving us a picture of a new, more sustainable, eco-friendly and, health conscious consumer. But what stood out more than anything was our community’s philanthropic streak – with a focus on community work and making changes that are altruistic rather than selfish (see our New Year New You blog for a full report).

You might call it the Gen Z effect? A chain reaction that began with Greta Thunberg’s classroom walk-outs and filtered through to create a new world order of active do-gooders – motivated, mobile and ready to make change. Whatever the cause, it’s reflected in the thoughts and feedback of our global community of Bulbshare users who are looking to be kinder, more actively caring people in 2020 – with a focus on bringing their communities together.

The threat of climate change, the growing gap between rich and poor, and the rise of more divisive politicians in the mainstream has seen a reactive sense of ‘pulling together’ among our community – with our users striving to make 2020 the year when they focus on charitable work and community action. For brands and consumer organisations, this is the year to put purpose on overdrive – allowing it to lead brand positioning and sit at the heart of messaging and campaigns.

“My new year’s resolution will be to volunteer more as there is so much to do to help our communities. I feel my time would be better spent doing things which are uplifting, and I would like to make a difference, however little. There is a local food bank I want to volunteer at so I’m looking forward to the new challenge in 2020.” (Bulbshare user)

“My hopes for today and the future are… On-going positivity, companionship, improved environmental stability and increased community spirit.” (Bulbshare user)

“(In 2020) my philanthropy and sensitivity to social problems will continue” (Bulbshare user)

“(In 2020) politicians should promote awareness, love and patriotic spirit to all citizens instead of hatred among them…” (Bulbshare user)

More than ever, global consumers are seeking brands that stand for good deeds and community action. Our Purpose Power blog highlights 10 examples of brands doing ‘impact’ in surprising, innovative and authentic ways, as voted by our Bulbsharers, and shows how box ticking around purpose is no longer good enough – in 2020 brands must put their social good credentials at the heart of what they do, but they must listen to their audiences and get behind the causes that resonate with them.

The background 
Since the phenomenal success of Tom’s Shoes’ ‘Buy a Pair, Give a Pair’ campaign (it all seems so long ago now), marketing managers have cottoned on to the fact that ‘purpose’ is a whole new channel through which to engage. The result is that brands have become like super heroes: Nobly fighting injustices, standing up for what’s right and bravely protecting those in peril. ‘Doing good’ has become the new norm, and instilling a moral or social purpose into operations – investing in causes and shaping marketing campaigns around changing the world for the better – is big business.

But is it enough? In a new world where brands are like political parties – being judged just as much on their policies as their products – is jumping on a moral bandwagon still going to cut it? The progressive brands are those that properly engage with their audiences, discover the issues that affect their worlds, and support them in taking pertinent, tangible actions that really resonate. Our Bulbsharers tell us they’ll be leading on community action in 2020 – they expect brands to do the same.

The sceptics 
As ever, consumers are sceptical to the melee of moral messages. Do the marketeers at the heart of social purpose campaigns have dollar signs in their eyes? Do brands really care? Or is it a fad, full of hollow sentiment, aimed at engaging gen Z. According to a report by the Endelman Trust, 65% of young consumers think companies overstate their environmental credentials, while 45% are sceptical about the causes brands support.

It’s hardly a surprise that media-savvy, super-informed and politically mobile gen Z consumers aren’t taken in hook, line and sinker by brand rhetoric. Striving to take action themselves, and inspired by radical activists like Thunberg, they’ve been made sceptical of the voices of the establishment by politicians who talk the talk but don’t walk the walk – and they extend that same pessimism towards so-called ‘do-gooding’ brands.

How to do it right: co-created purpose
According to a Fit for Purpose report by the London agency, Radley Yelder, which detailed 2017’s top 100 purpose-focused brands, 83% of mission-led organisations instil a strong sense of collaboration into their operations – either with competitors, employees or their customers.

When Tesco launched its food waste campaign, its chief executive Dave Lewis told Marketing Week how the company’s new ethical focus was principally driven by customer expectation. With customers at the heart of the purpose drive, it makes sense that brands should involve them in the purpose process – informing their campaigns with detailed insight, and allowing their audiences to co-create those campaigns with them.

If a brand really wants to address the most relevant causes that resonate with its customers, it needs to understand what those causes are, how audiences feel about them, and the best ways to involve people in taking action. See our Purpose Power toolkit below for the best ways to engage your customers around being authentically altruistic, by discovering the causes that have meaning for them.

Key take-outs
Five ways to engage your customers by co-creating your brand mission… 

• Co-create your campaigns. Involve your customer communities in the creation of your campaigns, with real people’s opinions and co-created content. Audience collaboration drives meaning and authenticity.
• Back insight-driven causes. Ask your customers about the global issues that they really care about in order to inform your social purpose campaigns. Supporting causes that resonate with your audience will drive larger engagement.
• Take action. As more and more brands put social purpose at the heart of their marketing, gen Z are becoming increasingly sceptical of empty promises. Messaging is not enough, brands must take tangible action to follow up on the slogans..
• Involve your community. Social purpose campaigns that give customer communities the opportunity to really get involved with the good work that is being done, are all the more powerful, tangible and authentic.
• Measure your results. Campaigns that are backed by real results drive more meaning with customers. A campaign should be designed so that the data relating to its beneficiaries can easily be captured and communicated. The number of people helped by a brand campaign is a powerful message.

To find out how Bulbshare could benefit your organisation, please contact Michael Wylie-Harris on michael@bulbshare.com

We all know the ‘New Year New You’ clichés: eat less, run more, be kind to others, etc. But when it comes to really living better in the new decade – implementing lasting rather than quick-fix solutions – what are the concerns that people are actually addressing? And how will 2020 lifestyle changes reflect the economic, social and environmental factors at play in the current world?

We asked our global community to talk about the New Year in a series of briefs – ranging from the simple changes they want to make to their own daily lives to the broader concerns they have for the planet in 2020. From all the insight, ideas and stories shared, plus a look at the ‘New Year New You’ blogosphere, we’ve put together 10 ways we think people will be changing their lives in the coming year – as well our advice for how global brands should be reacting.

Cutting-out waste. Reducing screen time. Properly turning off from work and implementing lasting dietary changes. Here’s our 10 ways for a happier, healthier, more sustainable existence in 2020…

Improving my mental health
Any New Year New You blog to is sure to mention improvements to physical health (more exercise, better eating, blah, blah), and don’t worry this one does, but we were surprised by just how many of our Bulbsharers’ 2020 focus was on improving their mental health. From being happier and more optimistic to conquering anxiety, stress and anger management, it seems a recent spotlight on mental health awareness has had a big impact on our users. More than ever, brands need to be onboard with mental health issues – check out our mental health blog for key take-outs on how to connect with consumers around this pertinent subject.

“I would like to stop biting my nails and conquer my anxiety…” (Bulbshare user)

Making a difference and helping communities 
It seems that unsettled times, prolonged economic instability and an increase in more divisive politics have made people want to do more to bring their communities together.

“My new year’s resolution will be to volunteer more as there is so much to do to help our communities. I feel my time would be better spent doing things which are uplifting, and I would like to make a difference however little. There is a local food bank I want to volunteer at so I’m looking forward to the new challenge in 2020.” (Bulbshare user)

“My hopes for today and the ‘future’ are… On-going positivity, companionship, improved environmental stability and increased community spirit.” (Bulbshare user)

“(In 2020) my philanthropy and sensitivity to social problems will continue…” (Bulbshare user)

“(In 2020) politicians should promote awareness, love and patriotic spirit to all citizens instead of hatred among them…” (Bulbshare user)

Striving to be waste-free
Climate change and environmental issues were top of our Bulbsharers’ agendas when asked about hopes and fears for 2020. Our users talked about cutting out plastic and striving to be waste-free, taking less planes, using less water and using as little packaging as possible. Our community wants to ramp up its efforts to reverse the damage already done to the environment and stop our planet being “ploughed of its resources”. Check out our Recycling Frustrations blog to see how brands can connect around the issue of plastic.

“I hope that the world becomes a better place and reduces plastic consumption.” (Bulbshare user)

“Day by day, global warming is a bigger threat for us. The weather is changing and it is affecting everyone in the world.” (Bulbshare user)

“We will be more focused on natural products… Knowing where they come from and the chemicals used to make them. We need to be doing more recycling in terms of the clothes we wear, and be more sustainable in our everyday lives.” (Bulbshare user)

“I predict a big change in the way climate is handled. I think more people will be taking notice of our impact on the planet, and changing the way they do things. I hope there is a review of policies when it comes to countries in trouble, requiring relief. And I think people will be taking a more natural, hands on approach to food, as prices are bound to rise due to the fire situation.” (Bulbshare user)

Reducing my meat consumption
Regular subscribers will know we’ve covered this subject a lot in recent weeks (explore the meat as an ‘event’ trend in our Flexitarianism blog), but it really does just keep coming up. Make no mistake, reducing meat is going to be a widespread lifestyle choice in 2020, and the motive is as much around the health of the planet as it is around the health of the individual.

Drinking less alcohol
Another reoccurring theme with our Bulbsharers – drinking less and moving towards no and low-alcohol alternatives. See our No Low Rising blog to learn how your brand can jump on the burgeoning no and low alcohol bandwagon in 2020.

Reducing screen time for a calmer mind
Previous Bulbshare briefs have told us how our community is increasingly moving away from social media – partly due to negative associations around bullying, privacy and targeted advertising. But our New Year New You briefs have showed us that people are looking to reduce screen time – particularly late night social media scrolling – to achieve a more relaxed mind and sleep better.

Addressing my work-life balance
Spending more time with family is a big concern for our Bulbsharers – and they mean to achieve it by addressing their work-life balance. Knowing when to turn off, refraining from constant email checking and prioritising quality family time over being glued to work emails on their phone.

“My new year’s resolution is to spend more quality time with the family and focus on enjoyment and living life rather than living to work. I feel this will help the bond in my family grow stronger and will take the stress out of things… to allow us to enjoy life more.” (Bulbshare user)

Utilise apps to improve my exercise regime
Let’s face it, doing more exercise is pretty standard when it comes to New year New You. But 2020 focus will be on engaging with technology to ensure exercise routines are organised, optimised and don’t hit the back burner after January. There’s hundreds of workout and exercise apps out there like Zeamo and Adidas’ Runtastic, as well as government initiatives like Public Health England’s Couch to 5K, which operates through its own app.

No more diets
Our Bulbsharers are all about eating healthily, cutting out meat and focusing on eating natural and non-processed food, but the word ‘diet’ is notably lacking from our responses. Our New Year New You briefs showed more positivity around eating, with sentiment being focused on eating the right things rather than eating less.

Financial stability… Reducing my debt and managing my finances better
It seems clear than a prolonged period of global fiscal uncertainty has increased our Bulbsharers focus on their own finances. The global economy was mentioned heavily in our Hopes and Fears for 2020 briefs, with a large number of users being keen to get out of debt, change jobs in order to earn more money and get themselves into more stable financial positions.

“(In 2020), supplemental income (will be) very important. People say, happiness cannot be bought with money, but without money you cannot be happy.” (Bulbshare user)

“My fears are that the economy and government will not get better and Brexit will follow us for years to come, and the nation will be cleaning up the mess instead of reaping the rewards… (As) the rich get richer and the poor poorer.” (Bulbshare user)

Key take-outs

• Be kind. Our Bulbsharers want to help people in the new year. Philanthropy goes a long way. They connect to brands that show they have a heart and are committed to social good.
• Invest in mental health. Mental health awareness and positive mental health is at the forefront of our Bulbsharers’ minds. Brands that show an awareness of and commitment to mental health issues will gain trust and resonance with 2020 consumers.
• Sustainability is still king. Zero waste will be again be top of the agenda for consumers across the next 12 months. Brands must innovate around packaging solutions, show they are committed to environmental causes and shout about everything they are doing to be sustainable..
• Be positive around food. Calorie counting and fad diets are a thing of the past. Our Bulbsharers respond to positive messaging around health and nutrition.

To find out how Bulbshare could benefit your organisation, please contact Michael Wylie-Harris on michael@bulbshare.com

Once upon a time, only boring people drank no-alcohol beer. And if you were driving, you’d have a Coke. But with the emergence of a younger generation that increasingly shuns booze (a third of under 25s don’t drink according to 2015’s health survey for England), and a wider focus on health and wellness among adults, the no and low-alcohol trend is becoming harder to ignore. And as drinks brands and supermarkets respond, we are seeing a serious boom in the ‘no-low’ category.

Last month, we asked our Bulbsharers if they’d taken part in the ‘Go Sober for October’ campaign, and whether during that time, they’d been tempted by no or low-alcohol beer to fuel their abstinence. We had over 1000 responses from 8 different countries. This is what they told us…

Socially acceptable

60% of our Bulbsharers who went sober for October said they drank no or low alcohol beer during that time. And when asked, would you continue to drink non-alcoholic beer after their sober month, 85% said they would.

Our Bulbsharers are just part of a trend that has seen more acceptance around alcohol-free drinking, a bigger appetite for no and low alcohol drinks and a significant growth in the ‘no low’ category. According to a BBC report, UK sales of low and alcohol-free beers jumped 28% in the year to February 2019, something that is replicated across Europe, while a 2018 survey from OnePoll tells us that 52% of Brits said drinking no alcohol beer has become more socially acceptable.

Changing attitudes

The key driver when it comes to this trend is overwhelmingly health. Almost 65% of our Bulbsharers cited health or health-related reasons as their main motivation for their month off booze, and in our anecdotal responses over 70% of answers mentioned either the negative effects of alcohol on physical and mental health, or the positive impact of abstaining.

Coupled with this, we are seeing a whole new climate of acceptance around ordering alcohol-free drinks in bars and pubs, and a change in attitude that’s breaking down the associations between ‘occasions’ and drinking. Our Bulbsharers told us they’d go ‘no low’ across a variety of occasions, from house parties and nights in to picnics in the park and festivals – and that alcohol-free options help them to keep a clear head but still feel ‘part of the atmosphere’.

New category

No low is officially booming. In response to these changing attitudes around alcohol, we are seeing a revolution in zero percent and ultra-low options – from super premium, super artisanal low-alcohol beers and stouts, to booze-free, botanical cocktails, wines and spirits that boast about added health benefits. And increasingly, bars, pubs and supermarkets are responding – with 2019 seeing the emergence of ‘no low aisles’ in supermarkets, as well as alcohol-free happy hours in bars.

Bulbsharers welcoming this trend tell us that no and low alcohol drinks taste just as good, or that – like the first time you taste beer or wine – it’s just a matter of getting used to it. Rather than trying to think they are drinking alcohol, our users enjoy the knowledge that they are not drinking booze and that they won’t suffer any of the associated effects, such as bloating, memory loss, ‘losing control’ or having a hangover. And the growing range of alcohol-free options available means for those wishing to not drink, any occasion is catered for.

Key quotes:

“Once I could not imagine meeting my friends without beer, lunch without wine or dinner without champagne…” (Bulbshare user)

“I like (zero alcohol beer) a lot because I feel like I am drinking a normal beer. I choose (it) because I want to be responsible in my consumption… My enjoyment is not being drunk but simply having a good time and enjoying a good drink…” (Bulbshare user)

“It tastes just as good without the alcohol…” (Bulbshare user)

“I actually wanted to feel I was (drinking) beer that wasn’t really alcoholic – drinking without getting drunk or bloated…” (Bulbshare user)

“They (zero alcohol beers) are delicious, they have many flavors and they are really refreshing. Thanks to these beers, at parties I don’t feel excluded…” (Bulbshare user)

“I like to drink more and more non-alcoholic beverages because we have plenty of choices nowadays compared to the last ten years…” (Bulbshare user)

“I still love my beer but simply can’t tolerate the alcohol any longer. The older I get the less I can handle it. (No alcohol) products are perfect for those of us who love beer but not the traditional problems that can come from it.” (Bulbshare user)

Key take-outs

• Our Bulbsharers are drinking no and low alcohol products at all the same occasions as they would drink alcoholic drinks. From festivals to nightclubs to picnics in the park, no low marketing should encompass all the occasion-based messaging used in the traditional alcohol category. 
• Taste is a major concern for our Bulbsharers. They are looking for products that replicate the experience of drinking alcohol, and have an ‘authentic’ flavour that is as close as possible to the real thing. Authenticity, heritage, taste and flavour should be key touch points for any marketing messaging. 
• No low drinkers still want to have a fun – telling us that drinking no and low alcohol alternatives helps them to feel part of the party. Marketing and messaging should focus on fun. No low means staying in control, but it does not mean boring. 
• Health is the key driver. While alcoholic drinks cannot refer to health benefits, no-alcohol products should focus heavily on well-being and feel-good messaging. 
  

This is a top line summary of our findings. For a more detailed report, or to find out how Bulbshare could benefit your organisation, please contact Michael Wylie-Harris on michael@bulbshare.com

Brands are pulling out all the stops to convince us that they stand for more than just profit. Increasingly, we are seeing ‘authentic stories’ around moral purpose – and tangible actions showing us that they are ‘committed to making a difference’.

In order to separate those that are getting real cut-through amid the white noise of moral messaging, we asked our Bulbsharers to tell us their favourite social purpose brands. Here’s 10 examples of brands that are doing ‘impact’ in surprising, innovative and authentic ways that have genuine resonance with the real-life, everyday consumers from our Bulbshare community.

Sustainable products. Ethical, transparent processes. Social responsibility. Here’s our top ten brands loved by the Bulbshare community for their moral stance and actions.

The Body Shop

It may be getting boring, but The Body Shop crops up time and time again with our users whenever the topic of impact comes up. From their much publicised work against animal testing to their sustainable, ethical stance on how they source their products, this is still the brand everyone wants to be friends with.

Conscious Coffees 

This is a brand that gains authenticity through real life action. Conscious Coffee puts its ethical stance right at the heart of its branding, sourcing their ingredients ethically and helping out disadvantaged communities in the process.

“The whole idea of ethical production has become the brand! Fantastic, right?” (Bulbshare user)

Who gives a crap?

The Australian bamboo toilet paper company that is committed to changing lives, and does it with a smile. Using entirely recyclable materials and donating 50% of all their profits to provide toilets to those who don’t have them, this brand is founded on a mission to help those in need (while also making very nice toilet paper).

Dell 

Leading the way in the tech industry when it comes to sustainability, Dell has already exceeded its 2020 goal of using £50m worth of sustainable materials in its products, and is now committed to a far reaching 2030 plan for advancing sustainability.

“Dell is setting an example for tech companies, who can contribute to (reducing) the massive toxic waste (caused by) non-decomposable plastics and components globally with their need to have buyers buy NEW every year, by addressing their environmental impact.” (Bulbshare user)

Patagonia 

Obviously, we couldn’t really do this without giving Patagonia a mention. The Argentinian climbing brand featured heavily in our Bulbshare responses. From innovatively recycled products, sustainable materials and, seemingly, not really caring about profits (they once did an ad telling you NOT to buy their clothes if you didn’t really need them), these guys just keep getting everything right.

Under Armour

In 2018, Under Armour put all their sporty might behind their global ‘Unlike Any’ campaign which supported women in sport, celebrating female sporting achievements and shining a light on gender discrimination.

Tony’s chocolonely 

With their strapline, ‘together we’ll make chocolate 100% slave free,’ Tony’s is on a mission. This loveable chocolate brand is 100% committed to the cause and invites all their customers to get involved.

Walmart 

With its ‘Save money live better’ slogan, Walmart has become a philanthropic giant, committed to delivering value and providing affordable food to communities all over the world. With their impressive food bank donations, nutritional education and breakfast in the classroom programmes, they are wholly involved in numerous schemes to improve the lives of not just their customers but vulnerable people everywhere.

Starbucks

It may have been tarred with some negative press around tax avoidance in the last few years, but Starbucks is highly regarded by our Bulbsharers for its strong stance on moral purpose – being mentioned time and time again in our brief. The global coffee chain leads the way when it comes to sustainability, pushing the use of reusable cups, eliminating plastic straws and promoting sustainable farming processes. Their Grounds for your Garden initiative, that encourages the re-use of coffee grounds by giving them out free to customers to enrich their gardens, is just one of many schemes by the company to reduce the environmental impact of its stores.

“… For this and what Starbucks represents, I admire and adore this company.” (Bulbshare user)

Adidas 

The world’s second biggest sports brand is also pretty committed when it comes to purpose. Implementing environmental and labour policies to promote fair trade and sustainability, as well as founding and being part of non-profit initiatives that fight for worker equality and better standards of production, Adidas is way more woke than you might think. They don’t shout about it, but they’re doing all the right things.

“They (Adidas) are a member of the Sustainable Apparel Coalition, a global alliance of retailers, brands, suppliers, advocacy groups, labour unions and academics who fight for the sustainable production of textiles, apparel and footwear.” (Bulbshare user)

Key take-outs

• Choose the right cause. Box ticking around ethics and sustainability is standard practice for every organisation these days. Picking an original cause that has relevance for your brand and its customers will really resonate. Be led by your brand pillars and mission – your core purpose should emerge from what your brand stands for. 
• Put purpose at the heart of everything. For brands like Conscious Coffees and Tony’s Chocolonely, their cause is central to everything they do. It puts them on the map and informs everything they are about.
• Publish your results and show the real-world difference you are making. Who gives a crap? publishes the stories of the lives they are changing – showing their customers that there is real action behind the messaging.
• Talk to your customers and find out the causes they want you to get behind. British skincare brand Simple worked with Bulbshare to ask a community of 1,000 customers across the UK and the US about the social issues that resonate with them in order to help position and articulate its moral purpose campaign. Check out our case study here.

To find out how Bulbshare could benefit your organisation, please contact Michael Wylie-Harris on michael@bulbshare.com