The "Human" responsible brands

The "Human" responsible brands
 
Author : Claire Bourrasset, CSR Strategic Planner - Pixelis.

Pixelis has designed #TheSustainableBrandTest to find out whether you are a “technician” responsible brand, a human one or a visionary one and how to adapt your brand language accordingly.

To find out which responsible brand you are, click here to take the test!

After a close-up on the “technician” brand, it’s the human brand’s turn in the spotlight!

 

WHAT IS THE “HUMAN” BRAND?

It places people at the core of its approach. Its clearly federating mission as a responsible brand is to engage all of its stakeholders at its side today to change the world of tomorrow. This means daily work with its employees, with whom it maintains a strong bond of trust. But it also means a communication policy that takes a “connivance” approach to its consumers.

WHAT ARE ITS WEAPONS?

Gaming, social media, the voice of its employees, IRL campaigns, etc.

SOME EXAMPLES OF COMMUNICATION TO INSPIRE “TECHNICIAN” BRANDS...

• STarhub mobile and the "third" eye " project 


 
 In June 2013, the Singapore mobile phone network Starhub launched the “Third Eye” project.
Objective: to enable a community of volunteers to help people suffering from impaired vision using a mobile app. Principle: each sight-disabled person can send a photograph at any time that is immediately transmitted to the community. Volunteers send back a description that the app reads to the person. The operation was a huge success with over two million people registering.
 
We love:
An operation that engages its user community on a societal topic and strengthens its original mission as a mobile phone company: connecting people
A brand that shows consumers that an action requiring very little effort can make a tremendous difference
A mobilization campaign that transforms the digital weapon into genuine concrete action anchored in daily life (IRL)

 

• LIPTION TEA


Threatened with the erosion of its plant resources and working with a community of employees working under harsh conditions, the Lipton brand was facing real sustainable development issues in its tea plantations in Turkey. In 2014, after several years of effort rewarded by the Rainforest label, the brand wanted to tell the general public about its social and environmental approach.

And who better to talk about it than the employees themselves? In a lively, lighthearted video, the women from the plantations sing the virtues of the Lipton system that saved their plantations and the region’s economic life at the same time! The video was a blockbuster, with two million views and over 11 hours of free television time for the brand.
 
We love:
The brand that lets its employees speak rather than addressing the topic from a technical standpoint, to reach a wider audience
The positive, lighthearted approach that creates connivance with consumers

 
 PEARSON AND #PROJECTLITERACY

The Pearson publishing house fights illiteracy with a crowdsourcing platform called ProjectLiteracy. On the site, users are invited to commit to literacy via an entire series of actions: article scoring and comments, idea and experience sharing, promoting an organization, signing up for volunteer work, etc., as well as learning about the topic thanks to a large, free-access databank. The brand will then use all of the data collected to define a specific action plan on the topic. (See the presentation video).

We love:
A comprehensive program to sensitize on an essential topic, directly connected to the brand’s core business
Using the power of crowdsourcing to develop innovative ideas and increase the campaign’s impact 
 


• AMERICAN EXPRESS AND THE SHOP SMALL MOVEMENT


Since 2010, American Express has been running “Small Business Saturdays” to support local economies. Every Saturday after Thanksgiving and on Black Friday, the brand encourages its customers to buy from stores close to where they live. To maximize the success of the operation, it promotes participating companies via a dedicated site and offers discounts to American Express holders.
 
We love:
A simple campaign anchored in customers’ everyday lives
A brand that mobilizes local communities and creates social connection
CHECK OUT OUR ARTICLES…
THE "TECHNICIAN" RESPONSIBLE BRANDS
THE "MILITANT VISIONARY" BRANDS
 
FIND OUT MORE ON OUR WEBSITE !