The key theme that emerged from my presentation at the International Broadcasting Trust on brand activism and its impact on charities earlier this week, was that changes in consumer attitudes are creating new opportunities for brands and NGOs to work together.
In 2018 YouGov reported a whopping 54% of Brits think brands have a responsibility to the society they act in. This is driving brands to go far beyond having a brand purpose, by directly tackling social, political and environmental issues head on. According to the Charities Commission for England and Wales, the UK’s trust in charities and NGOs is at its lowest point in thirteen years.
We have seen many different brands, including sportswear Nike, high street fashion Jigsaw, frozen food retailer Iceland, brewer Heineken and P&G’s laundry brand #Ariel take positions in their marketing that would have been unthinkable five years ago.
In a room filled with IBT members the consensus was (with plenty of red flags) that for some NGOs and brands, there may well be some new types of opportunity to work together that could be more aligned with brand marketing teams rather than the CSR team.
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Mark Iremonger
Chair, Pixeled Eggs
I support leaders and founders in achieving their business goals. These are typically creative and marketing services organisations that want to grow, and/or sell. I also plug into the agency networks as a strategist or business lead. Have recently supported Oliver, Gyro, Wunderman and Firehouse, and consult for Nestlé on global digital marketing strategy.
I have spent 30 years leading large and small agencies & businesses through the dramatic change created by the internet. Experience includes digital and agency transformation, marketing strategy, creative, digital and communications planning, alongside agency leadership.
Roles include Managing Director of digital creative unit9, Head of Digital and Strategy at integrated and direct Proximity London BBDO, Chief Strategy Officer, then CEO at Hearst owned digital marketing agency iCrossing UK and a Non-Executive Director for, regional creative development NPO Wired Sussex.
I am Chair at digital experience creators Pixeled Eggs, consult independently, and inspire undergraduates at University of Creative Arts with the potential of digital.
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