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Partnering with Non-Profits for Brand Growth

2/28/2020

Image: Crabtree & Evelyn Soap from Hilton Hotels

Corporate Challenge: Finding new ways to improve the planet.

Ironbound Strategy: Strategies that promote creating value for customers, employees, and society improves a brands presence and awareness, globally.

Ironbound Action: Virginia based Hilton Hotels sought to find a solution to soap wastage, in their global efforts to minimize their environmental footprint. Instead of switching to soap dispensers like their competitors, Hilton partnered with Clean the World (a Florida based foundation) to melt down old soap bars and create new ones for the developing world. Brands that partner with non-profits that affect positive global change, are able to instantly elevate their brand. In the case of Hilton, they were able to elevate their brand using a currency they were quite literally throwing away.

* Two million soap bars are discarded at hotels in the US every day. Soap prevents several leading causes of death among children under the age of 5, including pneumonia and common digestive tract illnesses. Clean the World has been able to make over 50 million full-size soap bars, and distributed them to 127 countries in need.

** Hilton operates over 913,000 hotel rooms, at nearly 5,600 properties globally. Last FY Hilton had $8.9B in revenue, up from $8.1B the year before.

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Distinguishing Between Consumer Fads and Lasting Trends

2/14/2020

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Image: Beyond Meat

Corporate Challenge: Determining whether a competitive position is a new lasting trend or just a passing Fad.

Ironbound Strategy: Powerful brands become trend setters by holistically creating value across stakeholders. Their market position is propelled by value propositions that improve multiple needs rather than a single fad. Studies from cause-related marketing research find consumers are attracted to brands that align with their social responsibility values.

Ironbound Action: Los Angeles based Beyond Meat, founded in 2009, is a leading plant-based meat substitute. Their success is more than simply an alternative to traditional meat protein, but rather a holistic shift towards progressive change. Beyond Meat, named company of the year in 2013 by People for the Ethical Treatment of Animals, helps consumers positively influence climate change*. In the grand scale of time, companies that compete only for profits are the true fads sinking into extinction.

*Beyond Burger uses 99% less water, 93% less land, generates 90% fewer Green House Gas Emission, and 46% less energy than a traditional meat burger.

** “Climate change will have significant implications for agriculture and food security ... for developing countries, climate change could exacerbate the food security challenges they already experience.” – 2018 Food and Agricultural Organization of the United Nations Report

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Partnering with Non-Profits for Brand Growth

Distinguishing Between Consumer Fads and Lasting Trends

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