As well as working with businesses, Wolff Olins also research into various sectors to influence their practice. Their most recent research based project was 'How Business Can Help People Create Change' in partnership with CitizenMe ('a data platform that empowers people with their personal data, and redefines consumer insights by giving businesses access to integrated digital and survey data')
http://radicaleveryone.wolffolins.com/
01 Almost Everyone's A Pessimist
'Our research, based on 4000 responses across the UK, US, Germany and Brazil, reveals that only 34% have a positive outlook on the world. What's more, we're pessimistic about the chances of things changing in the near future, with 50% feeling things will only get worse. Only 35% feel they'll improve in the near term.'
02 Appetite For Radical Change
Slightly over half of the people that were surveyed think that we should be creating 'radically new systems'. This therefore supports change.
03 High Expectations For Business
'In recent years, people have become disillusioned with the efforts of organisations and establishments - governments, businesses, international bodies - in bringing about positive change in the world. Instead, people credit individuals and groups of ordinary people working together.
When asked who ought to be driving change, groups and individuals remain in the frame (29% and 36% respectively). On top of this, 41% on average believe the business community has great potential. Respondents ranked business ahead of existing national governments, international bodies, activists & campaigners.'
The tables are each showing a different percentage in terms of how the respondents voted in each heading - Ought to bring about positive change, Most likely to bring about positive change and Who has brought most positive change.
'People want business to take an active role and aren’t looking for delegation or distance. When asked how businesses should be creating positive change in the world, focusing on sustainability (1st), doing good in the local community (2nd), and fostering innovation & research to tackle problems (3rd) were the most popular suggestions.' These are three key elements to keep in mind when researching particular brands.
Wolff Olins propose that the next step is to RETHINK. The next step they took in the research project was speaking to Mohsin Hamid who has big ideas about how business can help individuals create positive change in the world, specifically focusing on the way that they serve the consumer.
When asked if businesses can help in the discussion of the world tackling issues together, Hamid responds by says that 'the business community is vital to this conversation. Businesses are stakeholders in larger society and should shape it for the better.' This links to the focus of the critical writing piece in terms of the role that brands play in creating change.
When asked if businesses can help in the discussion of the world tackling issues together, Hamid responds by says that 'the business community is vital to this conversation. Businesses are stakeholders in larger society and should shape it for the better.' This links to the focus of the critical writing piece in terms of the role that brands play in creating change.
No comments:
Post a Comment