We are in an era where ‘corporate social responsibility’ (CSR) is paramount in business and there is a growing body of evidence that supports this trend. Last year a poll across 15 countries by the Fairtrade Labelling Organisations International found that half of consumers are ‘active ethical consumers’ demanding companies to act responsibly.

Increasingly, we are migrating to companies that take a proactive approach to putting information out there, showcasing the good and how they are overcoming the bad. It’s a trend gaining traction across different industries and regions of the world as more companies seek to become more transparent as a way of building trust with their customers.

So what is CSR exactly?

Wikipedia has a lengthy definition, but this part seems to hit the nail on the head:

…”the deliberate inclusion of public interest into corporate decision-making, and the honoring of a triple bottom line: People, Planet, Profit.”

CSR is by no means a new trend, not by a long shot. Forward-thinking companies like The Body Shop have put CSR at the core of their business for years. But today there is a clear impetus to focus more on CSR and an even greater need to communicate these corporate intentions in an honest and authentic way.

Some of the factors driving today’s CSR agenda as reported by CSR Asia:

• Growing environmental consciousness in the face of climate change
• The growth in brand and company conversation via the social web
• Government regulations are forcing greater compliance – particularly in relation to climate change
• Corporate governance has become big on the corporate agenda driven by ‘a new breed of socially responsible investor’
• Reduced trust in corporations has also been widely reported following the financial crisis

Communicating the CSR policy

Aside from ensuring that you can actually follow through in your intentions, perhaps one of the most important challenges is how to communicate these CSR values to stakeholders. This has big consequences for the humble corporate website, the traditional ‘go-to’ place for corporate content.

As a researcher I spend a lot of time using company websites, so I’m familiar with the standard format. Over the years, I’ve noticed an obvious transition towards CSR content becoming more centre-stage – either on the home page or on specific microsites – but the social web is propelling further movement.

Last week, Best Buy re-launched a new type of corporate site (in beta of course).

As stated on the new site at www.bby.com its pledge is to provide ‘All the news from the brands and operations worldwide of Best Buy Co Inc”. The site is definitely no substitute to its main corporate website, which has product information and investor relations and is very much in beta. But I can see they are trying to create a clearer picture of who Best Buy is, what they are doing, how to communicate with them and the people behind the business.

This seems to be another tool in its social armoury. Best Buy has been proactive in embracing in the social web, introducing its Twelpforce and crowdsourcing ideas with its Idea X platform.

As you may be aware, there’s a growing band of discussion around what some contend as ‘the death of the corporate website’ as we know it. I’ll point you in the direction of Simon Mainwairing who delivers a poignant analysis of how corporate sites will change as they are “replaced by their social equivalents.”

Perhaps the transition has already started? Love to get your thoughts.

Just today I was reading that 95% of ‘new news’ content originates from traditional media sources. The US research by Pew also found 83% of this news was repetitive. I can relate to this on one level, but for me and I think many others, there is much value in reading different perspectives on news. In fact, some of the most interesting insights come from the comments rather than the news content itself. That’s the beauty of social media for me, you get a rounded perspective.

A few months ago ‘The Next Great Generation‘ #tngg popped on to my radar and its since become one of the top RSS feeds that I will always read. TNGG aims to inform us about the Generation Y cohort – often called digital natives, millennials, generation next – and is categorised as the generation after X – 18-25 year old young adults – an important target for B2C marketers.

As you may know, a rudimentary Google search will reveal thousands of sources on Gen Y, and some amazing research is produced across the world. What sets TNGG apart is that the content is written by Generation Y.

Set up by Edward Boches of Mullen the TNGG blog brings this audience to life, talking about the issues that matter to them, looking at work, leisure, and life in general. It’s a candid approach, real, often confronting misconceptions and spoken in their own words, not marketing terms. It is social media commentary and consumer insight in its most raw and original format.

For me, the content is not only relevant to my needs, but it adds real value. I welcome the next great generation of content and insight resources like this, which look at doing things differently. Fresh, exciting and useful content.

One thing is for sure, travel and tourism is a mega trend – an aspirational leisure and business requirement for an increasing proportion of people worldwide. The growth in middle-classes in the big major economies like China and India is a driving force in particular. Whilst the recession has undoubtedly stemmed demand globally, predictions by the likes of UNWTO and WTTC show it has massive long-term growth potential.

After a very difficult year in 2009, the travel and tourism market is in much need of capitalising on key trends to drive both volume and value growth. On my info journey, I stumbled on this set of predictions by the Intercontinental Hotels Group (IHG), compiled by their European consumer insights director.

If travel and tourism is you’re field – it’s worth reading the full article, which has some thought-provoking insights.

Here’s a snapshot:

• Travel loyalty: A big trend in 2009 as travellers return to tried and tested locations/establishments bolstered by branding. Desire for value over price has made loyalty schemes more popular, just as we have seen in retailing with coupons. Set to continue in 2010 as consumer confidence remains fragile.

• Always on: Technology is becoming a bigger part of the experience for travellers, before they go when researching, on-the-go and when staying in hotels. 2010 will see more use of technology and social media to keep travellers informed and raise the bar on experience. As technology becomes more ingrained in our lives, I anticipate the proportion of ‘flashpackers’ (travellers with gadgets) will continue its ascent.

• Luxury snacking: I touched on the trend of consumers rewarding themselves with smaller treats in the latest edition of Juicy Mag (see consumer section). In travel, it manifests as the ‘quick fix indulgence’ such as weekend breaks or seeking more luxury elements as part of a package.

• Bleisure travel: Combining business and leisure trips started taking off in 2007/8. Again a focus here on gaining value from combined trips.

• Staycations: Growth in domestic tourism set to continue in 2010, especially for the leisure and family market and the budget-conscious.

• Pop-ups and third spaces: Following in the footsteps of retailers and consumer brands, travel brands are expected to move into experiential territory. The article predicts pop-ups at music festivals, sporting and outdoor events. On the flipside, there is a suggestion that hotels could open up to become ‘third spaces’ a la Starbucks. IHT plans to position their hotels as location to gather and network during British Tourism Week in March this year.

• Creating more choice: Pointing to the need for increased choice at breakfast, there is an underlying trend here to provide better choice, customised to individual needs. IHG is set to introduce low glycaemic index menus for business travellers who need to maximise productivity.

• The next hotspots: For business and leisure travellers, IHG predicts growth potential in the Eastern Mediterreanean, Commonwealth of Independent States, Turkey and for unusual parts of the Middle East.

• Female business travellers: Touching on customisation is the need to cater better for female business travellers throughout the travel experience.

• Productivity: In the business travel market, emphasis is on making the most of business meetings, since they are happening less frequently. Check out IHG’s Sleep Advantage product, set to roll out in Europe across 2010.

And my main resolution for 2010 is to become a better blogger. That is to say more regular posts, to bring you more interesting intelligence and insights on a range of subjects.

So, I thought I would kick off the new blogger-in-me straight-away, with a super cool trend piece from Science of the Time.

Science Of The Time is an international network of futurists, trend watchers and coolhunters, who explore the ’science of cool’ and their 2010/2011 world trend report has just been released.

The top ten trends are below, but click on the links to go the the SOTT website for much more – as well as the full report.

1. The Transparency of Life:  Highlighted as the trend with the greatest potential, this speaks to our desire for more information wherever we go, enriching our knowledge. Augmented reality and other ‘locative media’ are cited as key technologies that are already building information into our lives on the go.

2. Let me Land: This trend ties into the growing appetite for travel and to explore the world, and the subsequent greater importance placed on ‘coming home’ to the home or nest. We are gradually becoming global citizens, nomads who travel across the world with ease and frequency and interact with global neighbours through social networks. But of course, there’s no place like home. As they state, ‘the homecoming is an experience beyond words.’

3. Tender Urbanity: Despite the obvious problems with urban locations, their research points to a growing affection, connection and appreciation of our urban environments, where we spend an increasing amount of time.

4. Anger, distrust and decadence: A very poignant reminder of the distrust and ‘bad taste’ we feel from organisations that have created economic problems and difficulty for society. SOTT points to a higher level of consciousness and ‘collective anger’ that’s not going away anytime soon.

5. Total Relax: Quite literally, the need for time out from the daily pressures of work and living, looked at on an international level.

6. Structural Eco Cool: Responding to the growing consciousness about climate change and tapping into an underlying desire to help save the planet, but in a cool, fun  and creative way. There’s a need for people, brands and organisations to go beyond the norm, to create something of value.

7. Compassion without the pity: Bringing a human approach and insight to understanding and dealing with the problems faced by the disadvantaged. Telling the real stories behind the statistics and taking a more compassionate approach.

8. Sane Recession/Sane Resilience: Amid a world of still gloomy economic prospects, where unemployment looks set to be a long-term problem and financial markets are still supported, SOTT points to a need for focusing on the ’sane side of the recession.’ Helping people to focus on enriching their lives in new, maybe less traditional ways to create happiness.

9. More connections, less wires: Put simply, the rise of the social web and connectivity will intensify across the globe.

10. The No Office policy: The past decade has seen an extraordinary shift in the way we work, as more individuals sever ties with formal employment, become self-employed creating new informal and formal urban workspaces. The expansion of ‘cool, open workspaces’ and related services is predicted to evolve internationally.

I’ve uploaded the PDF to Slideshare, as you’ll see below, but you can also view it on the Juicy page as a digital magazine through Issuu. You can also sign up to receive this and other communications on Juicy Mag here.

I’ve so enjoyed writing it and I really hope you enjoy reading it! Please let me know what you think though, and if you have any thoughts on topics you’d like to be covered in the future, get in contact.

Next one will be in the Springtime. Enjoy!

140 Character Conference (#140conf)

Jeff Pulver’s brilliant 140 Character Conference at the O2 (#140conf), delved deep into how Twitter is permeating our society, bringing together over 60 speakers from multiple fields.

Over the course of the day, we heard stories from those in media, education, law enforcement, politics, marketing, PR, advertising, small business, charity as well as web experts.

It was clear Twitter has become a lifeline for many organisations, whilst others are coming to learn the benefits it can bring. Twitter has moved on from being about ‘what you are doing’ to a place to find out ‘what is happening.’ It is a portal through which information is being shared and communicated, filtered, refined and shaped by probably the most effective engine – Humans. As Nick Halstead from Tweetmeme pointed out: “The Twitter collective is a more effective filter/aggregator than Google.”

Looking at one of the major tipping points in its history, Maz from Sky, talked about the Iran election and how it has exposed the more serious side of Twitter, exposing the harsh realities of what is happening in our world. This event was recently named by the Webby awards as one of the top ten biggest moments in web history from the past decade.

For me, some of the most fascinating examples came from the public sector, where  Police officers are now using Twitter to move closer to communities, engaging them to help them fight problem areas and to build positive links with people.

Stephen Fry pulled out the best quote of the day, reminding us that Twitter is “human-shaped, not business-shaped and that it is the ‘citizens who make it what it is.”

He warned that with businesses moving into the space, there is the danger that it will lose its ‘organic buzz,’ forcing users to move away. Meanwhile, rumours are now circulating that Twitter is to start offering business tools by the end of the year as it looks to build a business model around its social network.

Creativity’s CAT (Creativity + Technology) conference (#crcat)

This conference homed in on technology’s role in shaping creativity in the fields of advertising, design and production, held at the beautiful Saatchi Gallery on London’s Kings Road.

A thread than ran through the day was that as technology becomes more sophisticated, the onus is on the experts to create an ever more simple, but valuable user experience that enhances aspects of everyday life. It’s about how these technologies can enhance the human (user) experience.

As people spend more time online they are becoming less tolerant of sites that do not work well, or are difficult to use. A report just out from Forrester underscores the more touchy-feely impact that online brands need to achieve. It finds that the most popular traits of B2C online brands (from a consumers perspective) are being ‘trustworthy’, ‘helpful’ and ‘relevant,’ outshining technological benefits (innovation, speed), which sit further down the list.

So what does it take to deliver a great user experience in a digital environment?

A presentation by Lastminute.com, touched on how they were limiting choice to  improve their customers’ experience. Their new Topsee iphone application, is based on consumer insights that found their online search process is NOT fun and with so much choice available the ‘business of choosing is hard work.‘ To overcome this, they have created Topsee, a location-based information service that offers users a selective and simplified choice of what to do in their local area, focusing on the ‘best bits’ as chosen by key bloggers. It aims to deliver a useful, yet fun user experience.

Later on in the day, Ian Tait from Poke spoke of how simple, small ideas that draw on technologies can often be powerful, giving their own Bakertweet example. It is an application that enables bakers to tell people when freshly baked products have come out of the oven. He pointed out that technology does not have to be about the big and most innovative – small ideas can have a huge impact.

These are just some of my takeaways, which only scratch the surface of the content delivered. You can read more on Creativity.

Their latest initiative to promote their HEAT TECH clothing (much needed just now) is a music player – UTUNES – that can be embedded in your blog.  As you’ll see here, the images dance in motion to your selection of music. A chance to make your blog look and sound good at the touch of a button.

The music personalisation element takes it just that one step further. You can either use their music or play the film with your own MP3 of choice. Great branded utility for those seeking entertaining content for their site and a means of distributing ad content in the blogosphere at minimal cost. Just as we have seen with brands flocking to Facebook, brands  have to be engaging people where they hang out.

It is the creation of Yugo Nakamura, who has also been involved in UNIQLOCK and the UNIQLO calendar another ‘blog part’ that you can play around with.

International travel growth may be hindered by the global recession, but  appetite for travel has never been so strong. In advanced nations, our travel repertoire is expanding to new regions and countries as out tastes become more sophisticated and in fast-growth markets, generations of more affluent consumers are taking up international travel for the first time.

Country branding is an essential component to draw in the volumes of travellers. Indeed, as Futurebrands states, national brands are coming to rival that of goods and service brands, as branding becomes more sophisticated and centre-stage in national policy.

When you consider the revenue generated by international travel and tourism it’s no wonder that nations are placing more emphasis on their country brand.

• Travel and tourism accounts for 9.4% of global GDP – that’s $5.5 trillion (FutureBrands/World Travel and Tourism Council)

So which countries top the branding stakes? Below I have contrasted the 2008 and 2009 rankings by FutureBrand to give you a feel.

In 2008, it was Australia that topped the league, but this year USA has taken the lead, followed by its North American counterpart, Canada. The Obama effect has catapulted the US to new heights.

Overall, Antipodean brands have strengthened their brands, with NZ rising to fourth place, largely due to a continuation of its 100% Pure campaign, which was originally launched in 1999. According to experts interviewed in this report, New Zealand is the best-marketed brand, followed in joint second place by Australia and India.

Five of the top ten are Western European markets as was the case in 2008. Germany’s entrance into the top ten is attributed to its ‘trendy cutting-edge cities’ whereas Spain, Italy and France trade on culture and heritage. The report alludes to travellers’ growing desire to immerse themselves in cultures, connecting with locals and experiencing a destination, rather than merely visiting.

2009                             2008

1. USA                          1. Australia

2. Canada                    2. Canada

3. Australia                 3. United States

4. New Zealand          4. Italy

5. France                      5. Switzerland

6. Italy                          6. France

7. Japan                       7. New Zealand

8. UK                           8. UK

9. Germany                9. Japan

10. Spain                   10. Sweden

In terms of key trends driving travel and tourism, the report focuses heavily on value, the web and importantly social media as a tool to drive word of mouth. It proclaims that “2009 will be remembered for the emergence of value travel” as price discounting became more deeply entrenched. Overall, the web is highlighted as the “most powerful and efficient marketing channel for the travel and tourism industry.”

There is a great deal more travel and tourism insights in the exec summary and more still in the full report. Recommended reading if travel is your thing.

It reveals that record numbers are attending night schools at community colleges across the US, as consumers of all ages seek to improve their standard of living, achieve aspirations and lead a better life.

But these aren’t just ordinary nightclasses. They take place literally in the early hours of the morning or during night-time (midnight to 2-3 am) – such is the demand for retraining and gaining extra qualifications. Attendance numbers are booming for this kind of study.

On an individual level, it requires an extraordinary amount of willpower and drive to take this on. Beneath the surface though, I think this symbolises how the recession has had a deeper, more profound impact on people’s lives.

To go back and do a degree or retrain to be a nurse in your 50’s is pretty amazing when you are managing it with a job and family life. In addition to a better lifestyle further down the line, it’s about having greater control over one’s life, fulfilling dreams and feeling good about yourself.

Whilst thinking about this, it struck me that there are a good few parallels between young Cheryl and what you might consider important traits for brands to uphold today.

1) Human emotion: She’s not one to suppress her feelings and will openly show emotion, but this makes her more real and like-able. Of course, her personal life has not been an easy ride, but it makes her more fallible just like the rest of us. Someone we can relate to.

This can be looked at on many levels, but one of the most pertinent is how marketing as part of a two-way dialogue (open conversations) via Twitter/Facebook enable this kind of human connection to be conveyed. Brands that put their sales force on the likes of Twitter are starting to reap rewards. Comcast and Zappos are both prime example of brands who’ve embraced this well. Best Buy is one of the latest to enter the ring with its Twelpforce.

2) Honesty: She’s not afraid to admit she’s wrong and will speak quite openly about her life and voice her opinion. You will probably need to have seen her on the X-factor to appreciate this. This kind of transparency is very appealing to people, because it’s how I think we all aspire to be (well most of us).

Brands need to be able to admit they’ve done wrong. In these social media times, if they don’t admit mistakes then it will come out anyway through consumer comments and reviews. The brave brands are confronting this head on. Have a look at recent efforts by HSBC reviews and First Direct Live who are challenging the status quo in the banking sector.

3) Aesthetic: There’s all the beauty, glamour and celebrity that goes with Cheryl Cole. We like that she always takes pride in what she wears. In her way she is considered somewhat of a style icon, although like us she’s not immune to error in those stakes either.

Design has become a key part of branding in product and service. Something that looks good and works well functionally sells itself. Apple being the halo case.

4) Reinvention: OK she’s no Mr Dyson, but she’s not afraid of moving into new areas. She’s done a helluva lot in her career and still only 26. That in itself makes her highly aspirational.

It goes without saying that brands who are able to reinvent themselves will survive and prosper. From a UK perspective, retail brand Top Shop has really excelled in staying ahead of the curve. It was hugely popular in the 80’s and has endured to remain at the edge of high-street fashion ever since.

Like Cheryl, young people today are taking the bull by the horns and moving into new fields in much the same way, leveraging new technologies and social tools to start their own thing. I know she has money to do it, but there’s a generation of younger people in their 20’s who are not afraid to say, well why can’t I go and do my own thing. Look at Mark Zuckerberg. Consequently, we’re seeing more youthful brands emerge, however big or small they may be.

5) Personable: She is a very good communicator. I’d say very mature for her age, and a good listener. The whole backlash she suffered online when people thought she wouldn’t sing live. Well, she listened and said she’d sing some of her tunes live. To me she seems to me like the kind of girl you could have a nice cuppa with. How many brands could you say that about?

Customer service has never been so important to brands. Our online review culture is making us more familiar and happy to complain, raising the bar on expectations. I was reading a blog by Trendplanner who said that the rising level of utility we have access to via technology like mobile apps is itself  raising the game on our expectations of service. I couldn’t agree more.

In short, she has like-ability, transparency and trust on her side, three pretty important traits. You may well say that we could look at many other celebrities in this way and I’m sure we can, but I think Mrs Cole has captured something on a mainstream level that makes her a particularly interesting brand in herself.

Agree/disagree? Love to get your thoughts…