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April, 2013
Co-creation of Social Solutions
Brands & People
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Brands
Walk and talk approach
People
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360research
initiative
INTERVIEWS WITH SPECIALISTS
4 in-depth interviews
with specialists in this field
Psychologist, sociologist,
journalist, NGO
coordinator
DISCUSSIONS WITH CONSUMERS
ONLINE FORUM
Online forum discussion
20 participants
males & females, 20-30y.o.
Visual and symbolic feedback
on 3 topics: Values,
Community, Community
involvement
QUANTITATIVE SURVEY
440 interviews
males & females
16-45 y.o.
urban >50k
CAPI, FW in October
2012
11 mini focus-group
discussions
males & females
16-45 y.o.
Bucharest, Iasi & Cluj
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Things that
bother them
Things they are
willing to do
ACTIONS
ISSUES
Base: All respondents
(N=440 respondents)
Public
behaviour
Home &
family
Local
pride
53 evaluated items,
coming from these areas:
Knowledge &
development
People
in need
Saving
resource
Balanced
lifestyle
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Base: All respondents
(N=440 respondents)
Public
behaviour
Home &
family
Local
pride
Knowledge &
development
People
in need
Saving
resource
Balanced
lifestyle
Highest issues &
actions areas
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Who is responsible for
solving community issues?
OBSERVERS and less PIONEERS
Base: All respondents
(N=440 respondents)
82%
State/ local
institutions
31%
The everyman
(myself)
27%
Brands
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Base: All respondents
(N=440 respondents)
Public
behaviour
Home &
family
Local
pride
Knowledge &
development
People
in need
Saving
resource
Balanced
lifestyle
Do they know any brands
involved in such actions?
78%
73% 76%
80%
68%
71%
60%
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This is an opportunity for brands
Sustainable means successful
today and tomorrow
Brands could add sustainability
credentials in their positioning
Co-exist with peoples cultural anxieties,
co-create solutions of future living
Become icons and move beyond
conventional brand marketing strategies
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How do Romanians define
the community?
ancestral need, people still
search to group, based on
similarities
human connection, sharing
of feelings & experiences,
offering and receiving
apparently perceived to be altruistic,
in the end, it is all about finding
motivations for all parts involved
Romanians appear to be
rather observers of social
involvement and less pioneers
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Community equation ?
0 leader, rather coordinator
+
0 material interests, rather emotional interest
+
1 goal
+
2 way winning
satisfactions
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Bridging the Gap
Brands People
Co-creation
of a social
solution
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2012
Johnnie Walker supports Greece on
crisis distress
Showing engagement of JW to Greece,
high consumers of Diageo brands.
Technology
Project:
pedestrian
footsteps
generates energy
Art Project:
wishes of people of
Athens in a giant
mosaic
Business by Hub
Culture:
meeting place to
receive support to
sustain a business
idea
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IMPLEMENTED IN JUNE 2012 IN ATHENS, GREECE
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Find the best sustainability credentials for
your brand and make the change together
with your consumers!
Contact 360insights :

Manuela Danila
manuela.danila@360insights.eu
Mob.: +40 756 088 070
www.360insights.eu