WEBVTT - Responsible Consumerism and its impact on your brand 0:00:03.180 --> 0:00:07.090 Hello and good morning, everyone. Welcome to another session of 0:00:07.099 --> 0:00:11.648 executive insights by media com. All right now, responsible consumerism 0:00:11.659 --> 0:00:15.699 and its impact on your brand. Right? What is it exactly? 0:00:15.710 --> 0:00:17.969 And why is it important for brands to get on 0:00:17.979 --> 0:00:23.090 board and how can brands develop strategies to promote being responsible? Finally, 0:00:23.100 --> 0:00:25.919 what is the bottom line implication we are going to 0:00:25.930 --> 0:00:28.969 talk about all this today with me are three very 0:00:28.979 --> 0:00:31.969 special guests and really no strangers to this topic. 0:00:32.509 --> 0:00:35.409 Now, first, we have Miss Serena Tan, the founder and 0:00:35.418 --> 0:00:38.639 managing partner of Brewer Consulting. She has a track record 0:00:38.650 --> 0:00:42.970 in leading award winning communication programs programs across Asia Pacific 0:00:43.009 --> 0:00:47.240 and is part of campaign Asia's 40 under 40 list. Hi, Serena. 0:00:47.900 --> 0:00:48.949 Hi, everyone. 0:00:50.500 --> 0:00:53.110 All right up. Next is uh Mr Teke Fong, founder 0:00:53.119 --> 0:00:56.909 of Binomial Consulting. Now with over two decades of experience 0:00:56.919 --> 0:01:00.409 in strategy and branding. Khong helps businesses to sharpen their 0:01:00.419 --> 0:01:04.069 strategic management tools to grow in a sustainable manner. Welcome 0:01:04.080 --> 0:01:04.539 Kai Fong 0:01:04.959 --> 0:01:06.290 morning morning, everyone. 0:01:07.180 --> 0:01:10.899 Lastly, Mr Kan Paris, Sami CEO and member of the 0:01:10.910 --> 0:01:13.449 board at Herber Farm. Now, Kan has a wealth of 0:01:13.459 --> 0:01:16.900 experience in the realm of responsible consumerism that he'll be 0:01:16.910 --> 0:01:19.160 sharing today. Welcome. And thank you for your time, Kan. 0:01:22.059 --> 0:01:24.269 Right? So my name is Jade, I head up trade 0:01:24.279 --> 0:01:27.569 marketing within Media Corp. Um Today, I have a different 0:01:27.580 --> 0:01:31.349 role that of a facilitator and moderator. I will also 0:01:31.360 --> 0:01:33.599 be taking your questions so please feel free to send 0:01:33.610 --> 0:01:35.930 them through and we'll try our best to answer. All 0:01:35.940 --> 0:01:41.229 right now, responsible, responsible consumerism is not a new topic 0:01:41.239 --> 0:01:43.790 at all. There has been a lot of awareness about 0:01:43.800 --> 0:01:47.449 being socially responsible, both as an individual and as a brand. 0:01:48.150 --> 0:01:50.839 But really not many are practicing it now from a 0:01:50.849 --> 0:01:54.080 brand perspective. What is the role when it comes to 0:01:54.089 --> 0:01:58.250 responsible consumption? How do we educate and what is the 0:01:58.260 --> 0:02:02.080 budgetary implications in the long run before we jump right in? 0:02:02.169 --> 0:02:05.319 Let's run a poll to get a sense of the rule. 0:02:06.160 --> 0:02:08.050 All right, you should see a pop up 0:02:09.100 --> 0:02:13.270 on your screen, right. The question is, does your brand 0:02:13.279 --> 0:02:16.948 promote responsible consumerism? Now, I want to cover this in 0:02:16.960 --> 0:02:22.089 terms of marketing, communications. All right, you can either choose. Yes. No, 0:02:22.190 --> 0:02:24.649 we will be in the next 3 to 6 months 0:02:24.660 --> 0:02:27.359 or don't know because we really don't know how to 0:02:27.369 --> 0:02:30.728 go about to do it. Like maybe we'll hang up 0:02:30.740 --> 0:02:35.179 for another 10 seconds before we close the poll. Yeah. Ok. 0:02:35.190 --> 0:02:37.470 We're gonna close the poll right now 0:02:37.979 --> 0:02:39.589 and let's see the results. Ok. 0:02:40.279 --> 0:02:40.770 Ok. 0:02:41.570 --> 0:02:46.000 Wow! Ok. It's interesting, like more than half of you actually. 0:02:46.008 --> 0:02:49.948 Said that your company do promote responsible consumerism right about 0:02:49.960 --> 0:02:50.380 now 0:02:50.758 --> 0:02:53.869 and a good about close to 40% said we don't 0:02:53.880 --> 0:02:55.929 know how to go about doing it. This is the 0:02:55.940 --> 0:02:59.009 webinar for you because we will definitely talk about, you know, 0:02:59.020 --> 0:03:02.210 the insights they advise the strategies that brand can take 0:03:02.220 --> 0:03:05.630 on board to promote responsible consumerism. Ok, I will, I'm 0:03:05.639 --> 0:03:08.190 gonna hand over the space of Serena right now, right? 0:03:08.199 --> 0:03:11.229 She will deep dive into this topic about what is 0:03:11.240 --> 0:03:14.880 conscious branding and how can brands unleash the potential of 0:03:14.889 --> 0:03:17.130 responsible consumerism over to you, Serena? 0:03:17.470 --> 0:03:20.889 Thank you, Jade. Good morning, everyone. Thanks again for joining 0:03:20.899 --> 0:03:24.029 us this morning. Um As Jade mentioned, uh my name 0:03:24.038 --> 0:03:27.669 is Serina. I'm the founder and managing partner of Brewer Consulting. 0:03:27.679 --> 0:03:31.839 We're an award winning strategic Communications advisory firm that was 0:03:31.850 --> 0:03:34.779 set up in 2021. So, uh moving on to the 0:03:34.789 --> 0:03:35.500 next slide 0:03:36.380 --> 0:03:39.100 at Brewer, we're all about making a positive impact for 0:03:39.110 --> 0:03:43.000 our clients and society through the power of strategic communications. 0:03:43.139 --> 0:03:46.919 We work very closely with organizations of all sizes. So 0:03:46.929 --> 0:03:50.580 we've got clients from industry giants like Danon Aqua to 0:03:50.589 --> 0:03:54.009 innovative startups like Alaa Paynes, both of which I'll be 0:03:54.020 --> 0:03:57.559 sharing more about later through my work with diverse businesses 0:03:57.570 --> 0:03:58.759 over the last 20 years, 0:03:58.824 --> 0:04:02.934 I've actually witnessed the incredible potential for businesses to shape 0:04:02.945 --> 0:04:07.654 consumer behavior and vice versa. So today I'm delighted to 0:04:07.664 --> 0:04:12.835 be here, not just as a communications strategist and expert, 0:04:12.845 --> 0:04:16.774 but most importantly, as a firm believer in the transformative 0:04:16.785 --> 0:04:21.375 power of responsible consumerism and the positive impact it will bring. 0:04:21.760 --> 0:04:23.559 So as you can see from the video, there are 0:04:23.570 --> 0:04:28.450 dire consequences stemming from the overconsumption of our planet's resources. 0:04:28.459 --> 0:04:33.209 We are essentially living on borrowed reserves from our future generations. 0:04:33.410 --> 0:04:37.640 As consumers, our purchasing choices have the power to influence 0:04:37.649 --> 0:04:41.600 businesses and drive change. Now, moving on to the next slide, 0:04:41.609 --> 0:04:43.859 let's take a look at some interesting stats. 0:04:45.428 --> 0:04:48.049 Did you know that nine out of 10 consumers in 0:04:48.140 --> 0:04:51.010 apex are willing to pay more for products that have 0:04:51.019 --> 0:04:55.559 a positive impact. And eight out of 10 consumers actively 0:04:55.570 --> 0:05:00.039 promote their favorite sustainable products to their family and friends. 0:05:00.059 --> 0:05:04.089 And of these eight people, five in 10 are super promoters. 0:05:04.299 --> 0:05:08.040 So what these numbers show is that there is clearly 0:05:08.119 --> 0:05:12.308 an immense potential for businesses in this area, but this 0:05:12.320 --> 0:05:14.720 is not the only reason why your brand should care 0:05:16.700 --> 0:05:18.709 and moving on to the next slide like it or not. 0:05:18.720 --> 0:05:22.500 This wave of responsible consumption is here to stay. Consumers 0:05:22.510 --> 0:05:26.529 are expecting businesses to contribute to a better environment. And 0:05:26.540 --> 0:05:31.170 when businesses show a genuine commitment to promoting responsible consumer reserve, 0:05:31.250 --> 0:05:34.649 it does pay off in the sense that building trust 0:05:34.660 --> 0:05:38.049 with consumers. And you know what that leads to increased 0:05:38.059 --> 0:05:42.170 customer loyalty, positive word of mouth referral as you saw 0:05:42.178 --> 0:05:44.690 earlier and financial returns. 0:05:45.290 --> 0:05:49.950 So in embracing responsible consumerism is not only a moral 0:05:49.959 --> 0:05:54.599 imperative but also a strategic business decision by aligning your 0:05:54.609 --> 0:06:00.519 brand with ethical practices, you can attract and retain environmentally conscious. Consumers, 0:06:00.600 --> 0:06:03.640 differentiate yourself in the market and contribute to a better 0:06:03.649 --> 0:06:06.440 future for all. And now at this point, you might 0:06:06.450 --> 0:06:09.849 be wondering what role can your brand play in educating 0:06:09.859 --> 0:06:15.820 consumers to make uh to make educated conscious and responsible choices. 0:06:16.040 --> 0:06:19.329 So before I go into this, it's important to first 0:06:19.339 --> 0:06:21.470 understand three key areas, 0:06:22.369 --> 0:06:27.140 first consider the consumer journey, it's important to understand the 0:06:27.149 --> 0:06:31.179 different touch points of your consumer journey and see how 0:06:31.190 --> 0:06:35.459 you can influence your consumers at every part of their journey. 0:06:35.470 --> 0:06:41.299 From awareness, consideration, purchase and advocacy, both digitally and physically. 0:06:41.320 --> 0:06:43.738 So I won't dwell too much into the details as 0:06:43.750 --> 0:06:46.049 Ka Ka Fong will be speaking more about this in 0:06:46.059 --> 0:06:46.880 his segment. 0:06:47.500 --> 0:06:51.510 Second, have a good understanding of what are the most 0:06:51.519 --> 0:06:57.190 impactful channels to engage your consumer just like our planets resources. 0:06:57.200 --> 0:07:00.190 We all know that our budgets are limited. So do 0:07:00.200 --> 0:07:03.070 put your money into the channels that bring you maximum 0:07:03.220 --> 0:07:06.000 packed in this case. Um If you are looking at 0:07:06.010 --> 0:07:09.469 this chart, your brand product elements as well as online 0:07:09.480 --> 0:07:13.010 and social media because this these are the most common 0:07:13.019 --> 0:07:18.829 sources that environmentally conscious consumers turn to when looking for information, 0:07:20.609 --> 0:07:26.290 but adopt an integrated marketing strategy when communicating to your consumers. 0:07:26.299 --> 0:07:28.829 So what you see here on this slide is the 0:07:28.839 --> 0:07:34.190 Peso model which represents a paid earned, shared and owned approach, 0:07:34.359 --> 0:07:37.559 paid media is exactly what it sounds like. You pay 0:07:37.570 --> 0:07:40.859 to market your brand and product. Essentially advertising. 0:07:40.964 --> 0:07:43.225 This, this can come in the form of digital ads, 0:07:43.234 --> 0:07:47.924 sponsored content, lit jam or pay per click campaigns. Earned 0:07:47.934 --> 0:07:50.975 media is focused on pr so it can be anything 0:07:50.984 --> 0:07:56.195 related to media engagement, influencer, partnerships, thought leadership and compared 0:07:56.204 --> 0:08:01.154 to paid media earned media ranks higher in credibility and trust. 0:08:01.605 --> 0:08:03.464 And then we move on to shared media, which is 0:08:03.475 --> 0:08:04.434 social media 0:08:05.309 --> 0:08:11.000 from tiktok to Facebook, Instagram to reviews and forums, own media. 0:08:11.010 --> 0:08:13.850 Last but not least is for content that you own. 0:08:13.859 --> 0:08:19.540 So for example, your website, blogs, podcasts, videos, own media 0:08:19.549 --> 0:08:22.799 is really powerful because you are in control of the 0:08:22.809 --> 0:08:25.799 kinds of content you create and how you share it. 0:08:26.790 --> 0:08:31.950 So by considering the consumer journey, selecting impactful channels and 0:08:31.959 --> 0:08:37.820 adopting an integrated strategy, your brand can now educate, engage, 0:08:37.830 --> 0:08:42.979 convince and inspire your consumers to make responsible choices. Here 0:08:42.989 --> 0:08:46.599 is just some practical steps your brand can take. So 0:08:46.609 --> 0:08:49.580 you could look into transparent product labeling. 0:08:49.830 --> 0:08:54.469 How are you making it helpful and easy for consumers 0:08:54.479 --> 0:09:00.140 to make purchase decisions in store, be digital or online 0:09:00.330 --> 0:09:04.960 engaging in educational content? What kind of content are you creating? 0:09:04.969 --> 0:09:07.809 And what kind of content are you putting out and across? 0:09:07.820 --> 0:09:09.219 What kind of channels? 0:09:09.580 --> 0:09:14.030 Third um partnerships and collaborations. So this essentially helps you 0:09:14.039 --> 0:09:17.848 reach out to a wider pool that's beyond your current 0:09:17.859 --> 0:09:21.530 uh target audience. So thinking about how do you partner 0:09:21.539 --> 0:09:25.390 with communities on the ground think tanks NGO S that 0:09:25.400 --> 0:09:28.229 reach out to environmentally conscious customers 0:09:28.590 --> 0:09:32.710 and also think about how you are educating future generations 0:09:32.719 --> 0:09:36.479 of consumers. So this could be through partnerships with schools 0:09:36.489 --> 0:09:41.169 um or even thinking about partnering with different brands, other 0:09:41.179 --> 0:09:43.840 brands that reach out to a similar group of consumers 0:09:43.849 --> 0:09:47.130 and that gives you the opportunity to educate them and 0:09:47.140 --> 0:09:50.169 last but not least customer engagement, what you are doing 0:09:50.179 --> 0:09:53.799 in store and online. Um ok, so moving on to 0:09:53.809 --> 0:09:55.599 the next section, uh 0:09:55.719 --> 0:09:58.890 I'm just going to show you a case study that 0:09:58.900 --> 0:10:02.939 checked all these boxes. As I mentioned earlier, Danon Aqua 0:10:02.950 --> 0:10:05.710 is one of our key clients and I'm sure you 0:10:05.719 --> 0:10:09.770 heard of this household brand. It is the pioneer of 0:10:09.780 --> 0:10:13.400 uh leading bottled mineral water in Indonesia. It's got a 0:10:13.409 --> 0:10:17.030 50 year history. So every day it serves more than 0:10:17.039 --> 0:10:22.789 150 million Indonesians Daily. That's more than half of Indonesia's population. 0:10:23.080 --> 0:10:26.109 So from day one, Danon Aqua has always been a 0:10:26.119 --> 0:10:30.869 firm believer in building circularity. It's always been educated uh 0:10:30.880 --> 0:10:36.130 committed to education. In 1983 it introduced its first reusable 0:10:36.140 --> 0:10:43.890 packaging in 1993 the first recyclable collection products. And in 2019, 0:10:43.950 --> 0:10:47.309 Aqua was the first brand in Indonesia to launch 100% 0:10:47.320 --> 0:10:49.189 recycled pet bottle. 0:10:49.640 --> 0:10:53.210 Um So it wouldn't surprise you, you know, uh the 0:10:53.219 --> 0:10:56.190 stats that you see on this slide that Aqua is 0:10:56.200 --> 0:10:59.569 the leading waste collector in Indonesia. It collects more than 0:10:59.580 --> 0:11:04.109 18,000 tons of plastic a year and it leads watershed 0:11:04.119 --> 0:11:05.729 preservation in Indonesia. 0:11:05.914 --> 0:11:12.094 All because Aqua believes in building a sustainable Indonesia and 0:11:12.104 --> 0:11:17.473 only when Indonesia is sustainable, then its business is sustainable. 0:11:17.484 --> 0:11:21.974 All of Aqua's efforts are really about future proofing its business. 0:11:22.265 --> 0:11:26.705 And I want to show you um this campaign called Beats, 0:11:27.875 --> 0:11:29.424 which is on the next slide. 0:11:30.049 --> 0:11:35.000 And uh in Bahasa means wise. And so this campaign 0:11:35.010 --> 0:11:39.549 is loosely translated into English as b plastic wise. As 0:11:39.559 --> 0:11:43.130 I mentioned earlier, the plastic circular economy model is one 0:11:43.140 --> 0:11:46.419 of the solutions to tackling the plastic waste problem. So 0:11:46.429 --> 0:11:49.539 a little bit of background about this campaign aqua launched 0:11:49.549 --> 0:11:53.799 it five years ago to support the Indonesian government's bid 0:11:53.809 --> 0:11:55.799 in reducing plastic waste and 0:11:55.892 --> 0:11:58.901 and um the market is not a very mature market. 0:11:58.910 --> 0:12:02.861 So there is a lot of education required to, to 0:12:02.872 --> 0:12:04.881 make sure that consumers are doing the right thing and 0:12:04.892 --> 0:12:07.910 choosing the right thing. And for this campaign, a forged 0:12:07.921 --> 0:12:11.381 a number of strategic partnerships with NGO S and startups 0:12:11.392 --> 0:12:14.941 on the ground to drive innovation and plastic waste collection 0:12:14.971 --> 0:12:19.312 to educate the public, including school Children and local communities. 0:12:19.322 --> 0:12:21.642 And um in terms of the success of this 0:12:21.734 --> 0:12:25.323 campaign, it's reduced plastic waste by 12 tons a year 0:12:25.333 --> 0:12:28.323 since its rollout in 2019. As you can see from 0:12:28.333 --> 0:12:31.643 the video, this initiative with the Malu Dong community, it's 0:12:31.653 --> 0:12:35.104 a V V W O. It started in 2019. It 0:12:35.114 --> 0:12:38.104 focuses on the education and collection of plastic waste in 0:12:38.114 --> 0:12:41.823 the Balinese community. And it's not, not just about educating 0:12:41.833 --> 0:12:45.223 the Locusts. So going a further step um as you know, 0:12:45.234 --> 0:12:47.484 Bali is a popular tourist destination. 0:12:47.815 --> 0:12:51.255 So what Aqua did was that they creatively reached out 0:12:51.265 --> 0:12:54.426 to the many tourists there as well with a special 0:12:54.434 --> 0:12:58.666 600 M L bottle that's only available in Bali. And 0:12:58.676 --> 0:13:00.606 if you look at the packaging, it's all in English, 0:13:00.616 --> 0:13:05.515 it's not in Bahasa. And um and the communications on 0:13:05.526 --> 0:13:10.015 the packaging was kept bite sized and simple to educate 0:13:10.026 --> 0:13:13.215 tourists on how their purchases will make a difference to 0:13:13.226 --> 0:13:13.315 their 0:13:13.418 --> 0:13:16.247 environment. So uh if you look at the slide, it 0:13:16.256 --> 0:13:20.357 says this bottle is made from other bottles, work with 0:13:20.367 --> 0:13:25.367 us for cleaner Indonesia. This bottle is 100% recyclable, plastic 0:13:25.377 --> 0:13:28.307 and recyclable with a call to action at the end 0:13:28.317 --> 0:13:32.138 on the far right. Recycle me. So keeping it very 0:13:32.148 --> 0:13:35.567 brief and short works. Um And now you just want 0:13:35.578 --> 0:13:39.067 to wrap up this case study with 0:13:39.559 --> 0:13:43.189 the next slide. And what Aqua believes in as I 0:13:43.200 --> 0:13:46.489 mentioned earlier is that every good thing they do will 0:13:46.500 --> 0:13:51.369 increase the company's growth and maintain the continuity and sustainability 0:13:51.380 --> 0:13:54.729 of Indonesia. And in the words of its CEO Conny 0:13:54.739 --> 0:13:56.750 Ang who is a Singaporean 0:13:57.369 --> 0:14:00.340 and she works in Indonesia as a company that was 0:14:00.349 --> 0:14:05.700 established and has thrived in Indonesia. Danon, AUA continues to 0:14:05.710 --> 0:14:10.960 strive to maintain, striking a balance between business sustainability and 0:14:10.969 --> 0:14:14.260 nature conservation for a healthier Indonesia. 0:14:15.229 --> 0:14:18.909 So the end of the aqua case study, so you 0:14:18.919 --> 0:14:21.789 know that that is really amazing results, right? As you 0:14:21.799 --> 0:14:25.299 can see now, 18,000 tons of plastic collected a year 0:14:25.309 --> 0:14:28.140 being a pioneer in the circular economy. You know, it's 0:14:28.150 --> 0:14:30.799 it's really nice to see a company selling bottled water, 0:14:30.809 --> 0:14:33.659 no being mindful to the environment and its impact on 0:14:33.669 --> 0:14:37.960 the community. Now, having said that is a huge company 0:14:38.020 --> 0:14:40.539 and some of the brands in the audience are maybe 0:14:40.549 --> 0:14:43.109 a little bit smaller. So what advice would you give 0:14:43.119 --> 0:14:44.020 for sme who want 0:14:44.124 --> 0:14:46.703 to get started? I I believe you have another example 0:14:46.713 --> 0:14:50.294 to share. That's great, great. Um Great point, Jade. So 0:14:50.304 --> 0:14:52.773 as you, as I mentioned earlier, we do work with 0:14:52.783 --> 0:14:56.343 huge companies. We also work with very innovative startups and 0:14:56.354 --> 0:15:00.054 that brings me exactly right to the next case study 0:15:00.064 --> 0:15:05.814 which is a local very creative homegrown startup um called 0:15:05.823 --> 0:15:09.273 Alora Pains. So a little bit of background about Aura 0:15:09.283 --> 0:15:12.914 Alora is an eco-friendly online Pain 0:15:13.018 --> 0:15:17.408 and Pain Supply brand founded just last year and from 0:15:17.418 --> 0:15:21.197 its inception, um what the Ceo Adrian called whom I 0:15:21.208 --> 0:15:25.557 believe is on um this webinar today. So from its inception, 0:15:25.567 --> 0:15:31.997 Adrian has decided that as an environmentally conscious consumer, he 0:15:32.007 --> 0:15:37.937 too would adopt environmentally responsible practices. And in Alora. So 0:15:37.947 --> 0:15:41.807 what Alora does is that it cleverly weaves environmentally 0:15:41.911 --> 0:15:46.502 responsible practices into every aspect of the company from product 0:15:46.512 --> 0:15:50.521 design to manufacturing, to packaging. So let me share a 0:15:50.531 --> 0:15:55.101 few examples. For example, uh it's uh got a 2.5 0:15:55.111 --> 0:16:00.101 liters um very special, optimally sized paint cans. It only 0:16:00.111 --> 0:16:04.142 contains sufficient paint for a feature wall in a H DB. 0:16:04.262 --> 0:16:07.161 What this means is that there's no, there's no wastage. 0:16:07.171 --> 0:16:10.702 And you guys, if you do a home Diy project, 0:16:10.806 --> 0:16:13.695 you'll realize that every time we paint and we cannot 0:16:13.705 --> 0:16:16.476 finish using the paint and we don't know what to 0:16:16.486 --> 0:16:19.656 do with it. And what Alora does is that not 0:16:19.666 --> 0:16:24.195 only does this packaging minimize wastage it on also saves cost. 0:16:24.315 --> 0:16:28.565 And at the same time, left, any, any potential leftover 0:16:28.575 --> 0:16:32.335 paint can be mixed with its paint hardener so that 0:16:32.346 --> 0:16:36.505 it can be disposed of responsibly in household trash without 0:16:36.515 --> 0:16:39.416 polluting the environment. So uh 0:16:39.929 --> 0:16:42.320 if you look at this slide, even though it is 0:16:42.330 --> 0:16:46.340 a startup with a limited marketing budget, we talked about 0:16:46.349 --> 0:16:50.140 resources being finite, right? You can see that aura is 0:16:50.150 --> 0:16:57.169 cleverly engaging its environmentally conscious consumers through product labeling, engaging 0:16:57.179 --> 0:17:01.539 in educational content, especially digital and online because it's an 0:17:01.549 --> 0:17:02.760 e-commerce company. 0:17:02.989 --> 0:17:07.359 Um So it's adopting a peso approach, the paid earned 0:17:07.369 --> 0:17:13.099 share and own approach. It's also having NGO partnerships to 0:17:13.109 --> 0:17:18.099 educate consumers on the ground. So this has brought very 0:17:18.109 --> 0:17:20.839 positive business outcomes. Actually, if you move on to the 0:17:20.849 --> 0:17:21.560 next slide, 0:17:22.790 --> 0:17:25.880 yeah, you'll see that uh it's got a good return 0:17:25.890 --> 0:17:29.859 customer rate. It's got uh seen an increase in the 0:17:29.869 --> 0:17:34.060 total number of orders over the last six months, double 0:17:34.069 --> 0:17:37.910 digit revenue growth. And because of that AA is already 0:17:37.920 --> 0:17:42.688 planning for regional expansion and further extension into its products, 0:17:44.380 --> 0:17:47.050 right? So, so maybe I'll stop you here, right? And 0:17:47.060 --> 0:17:49.910 just to answer the question, it came in from the audience. 0:17:49.920 --> 0:17:53.410 Now someone wrote, how can my business measure and track 0:17:53.420 --> 0:17:56.669 our impact on the environment and society? I think you 0:17:56.680 --> 0:17:59.989 allude you alluded to this in your two examples. Maybe 0:18:00.000 --> 0:18:01.739 you want to expand a little bit more on how 0:18:01.750 --> 0:18:06.089 businesses can actually use measurement tools to track the impact. 0:18:06.689 --> 0:18:10.699 Yeah, sure. So, so um so we talk a lot 0:18:10.709 --> 0:18:15.040 about educating the consumer and we talked about the Peso model. 0:18:15.250 --> 0:18:19.599 So the important thing is measurement cannot only be tracked 0:18:19.609 --> 0:18:24.020 through output. And in um my field of public relations, 0:18:24.030 --> 0:18:28.699 we believe in this framework called the a a measurement framework. 0:18:28.709 --> 0:18:30.149 And we look at 0:18:30.510 --> 0:18:33.260 output is not just like what you do, how much 0:18:33.270 --> 0:18:35.260 money you pay into your ads, how many ads you 0:18:35.270 --> 0:18:37.179 put out, how many press releases you put out, how 0:18:37.189 --> 0:18:40.209 many announcements and interviews you do, right? So that's output. 0:18:40.219 --> 0:18:42.900 After you do the, after you look at the output, 0:18:42.910 --> 0:18:46.520 you need to look at the outtakes. What exactly um 0:18:46.530 --> 0:18:51.219 are consumers doing with your post? Your social media posts? 0:18:51.296 --> 0:18:54.725 Are they sharing, are they liking, you know, the engagement bit? 0:18:54.926 --> 0:18:57.984 And that's not it, then you look at the outcomes, 0:18:58.265 --> 0:19:01.775 you look at the outcomes and you look at business outcomes. 0:19:01.786 --> 0:19:05.865 So whatever communications and marketing efforts we adopt, we are 0:19:05.875 --> 0:19:11.994 always linking it back to whatever business outcomes and outcomes 0:19:12.082 --> 0:19:16.352 do not need to be only linked to dollars and cents. 0:19:16.442 --> 0:19:20.121 It can also be about trust and reputation. So if 0:19:20.131 --> 0:19:24.822 you receive like interest and partnerships, more visits to the website, 0:19:24.832 --> 0:19:28.581 things like that, it actually all brings back to outcomes. 0:19:28.592 --> 0:19:31.391 And last, but not least we want to measure impact 0:19:31.401 --> 0:19:32.791 organizational impact. 0:19:33.050 --> 0:19:35.859 So there are times when I say, for example, we 0:19:35.869 --> 0:19:39.280 put out uh a story. We, we, so so I 0:19:39.290 --> 0:19:42.800 have experienced a few times in my career. So uh 0:19:42.810 --> 0:19:45.359 there was once I was working with N US and 0:19:45.369 --> 0:19:49.179 then we put out a really nice uh article uh 0:19:49.189 --> 0:19:52.459 also with me and Poly, we put out nice articles 0:19:52.500 --> 0:19:56.489 about uh the faculty. And what happened next was that 0:19:56.500 --> 0:19:59.540 they got a like five figure sum donation 0:20:00.489 --> 0:20:05.540 and, and, and, and uh interest in partnership collaborations. So 0:20:05.550 --> 0:20:09.410 like um uh private sector, contacting the schools wanting to 0:20:09.420 --> 0:20:12.339 do something with the schools. So uh this is not 0:20:12.349 --> 0:20:17.300 directly linked to responsible consumerism, which is the topic today. 0:20:17.310 --> 0:20:19.920 But we are talking if we, we are talking about men, 0:20:20.444 --> 0:20:23.125 we need to look at it from a holistic standpoint, 0:20:23.135 --> 0:20:25.604 from a broader, broader point of view as well, right? 0:20:25.614 --> 0:20:27.494 And he has to be continuous, he can't just be 0:20:27.505 --> 0:20:30.385 at the end of a campaign or end of project, right? 0:20:30.525 --> 0:20:34.194 And I'm sure and would have a lot of to 0:20:34.204 --> 0:20:38.234 add to. Yeah. Can any, any inputs or any buys from, 0:20:38.244 --> 0:20:39.405 from both of you? 0:20:40.660 --> 0:20:43.540 Thanks Jade. Let me quickly come in. Uh very good 0:20:43.550 --> 0:20:46.380 morning everyone and I just wanted to say Serena, thank you. 0:20:46.390 --> 0:20:50.319 Uh But on measurement, uh on the environment part, we 0:20:50.329 --> 0:20:54.000 actually participate with the Singapore Environment Council. We did a 0:20:54.010 --> 0:20:56.300 course with them and they gave us a little very 0:20:56.310 --> 0:20:56.550 nice 0:20:56.635 --> 0:20:59.583 two and on which we just answered a variety of 0:20:59.594 --> 0:21:02.285 questions over a few pages and then we were able 0:21:02.295 --> 0:21:05.044 to score. So this measurement is actually very good which 0:21:05.055 --> 0:21:07.675 I will share on the last slide when I when 0:21:07.685 --> 0:21:10.405 it's my turn to present. But it is there out there, 0:21:10.415 --> 0:21:13.504 there are many tools out there. They're also very professionally done, 0:21:13.795 --> 0:21:16.224 but you don't need as a small sme to jump 0:21:16.234 --> 0:21:18.915 into all of that, you need to have traction. What 0:21:18.925 --> 0:21:21.084 you do there are tools out there. Thank you. 0:21:22.729 --> 0:21:23.239 What do you think? 0:21:24.280 --> 0:21:27.140 Yes, they are actually tools out there and to connect 0:21:27.150 --> 0:21:30.000 with what has said sometimes the issue is there are 0:21:30.010 --> 0:21:32.458 too many tools out there. There are many standards that 0:21:32.469 --> 0:21:35.050 you can align with in terms of measuring your own 0:21:35.060 --> 0:21:38.020 business as well as uh the comms, part of it, 0:21:38.030 --> 0:21:41.579 as well as products. Um One tool that I found 0:21:41.589 --> 0:21:43.569 quite useful so can mentioned the S E C one 0:21:43.579 --> 0:21:46.900 that's very useful. The Singapore Stock Exchange S G X 0:21:46.910 --> 0:21:50.199 also has a guide on uh E S G core metrics. 0:21:50.540 --> 0:21:52.609 So that's a PDF that you can download and I 0:21:52.619 --> 0:21:55.069 can share the link as well. Um They've tried to 0:21:55.079 --> 0:21:57.869 make it easy for people who are just starting out 0:21:57.880 --> 0:21:59.909 so you can get started there. And then as you 0:21:59.920 --> 0:22:02.709 get more advanced, start looking into all the G R 0:22:02.719 --> 0:22:05.260 I T C F D, all the various acronyms and 0:22:05.270 --> 0:22:07.089 how they look at the measurements. 0:22:07.439 --> 0:22:10.489 Yeah. Yes. So as, as, as you heard, there's many, 0:22:10.500 --> 0:22:12.510 many tools. So if you are really interested to find 0:22:12.520 --> 0:22:14.890 out what some of these tools are, write to us 0:22:14.900 --> 0:22:17.199 and we'll send you the links. OK? All right. Back 0:22:17.209 --> 0:22:17.869 to you, Serena. 0:22:18.869 --> 0:22:22.420 All right. So um moving on to the next section, 0:22:22.430 --> 0:22:25.649 um we are at the conclusion of my segment. So 0:22:25.660 --> 0:22:29.198 as you can see from both the Aqua and Allora examples, 0:22:29.209 --> 0:22:32.670 it's clear that regardless of whether you are an industry 0:22:32.680 --> 0:22:35.920 giant or a small startup, as long as you 0:22:36.084 --> 0:22:38.834 set out to do the right thing and are smart 0:22:38.844 --> 0:22:43.395 in your approach, every effort, big or small counts and 0:22:43.405 --> 0:22:47.014 will eventually pay off both to your business and the environment. 0:22:47.104 --> 0:22:51.364 So um just a few key takeaways here by doing 0:22:51.375 --> 0:22:53.234 your part for the planet. 0:22:53.949 --> 0:22:57.729 You are future proofing your business as you would have 0:22:57.739 --> 0:23:01.899 seen from uh what we have from Dan on and 0:23:01.910 --> 0:23:06.359 a laura and effective communications and engagement is key to 0:23:06.369 --> 0:23:11.040 maximizing impact and driving change. So, looking at your consumer journey, 0:23:11.050 --> 0:23:14.649 deciding on which are the most impactful channels and adopting 0:23:14.660 --> 0:23:16.300 a Peso model to 0:23:16.375 --> 0:23:21.296 excite and convince your customers and also inspire them to 0:23:21.306 --> 0:23:24.956 take action. And last but not least you can successfully 0:23:24.965 --> 0:23:30.495 marry environmentally responsible practices with positive brand and financial outcomes. 0:23:30.505 --> 0:23:34.365 Thank you. Right. Thank you, Serena. That was really, really interesting. Now, 0:23:34.375 --> 0:23:38.514 if anything just remember Peso model paid 0:23:38.802 --> 0:23:43.351 earn, right? Uh What's next shared and owned and also 0:23:43.362 --> 0:23:47.251 the last three key takeaways, right? And uh Serena has 0:23:47.261 --> 0:23:51.141 also mentioned about two very, very different case studies. OK, 0:23:51.261 --> 0:23:55.911