Applying behavioural science to unlock profit-driven social impact.
Download our paper on behavioural science and Corporate Social Innovation
Behavioural Science and Corporate Social Innovation
‘Every single social issue of our day is a business opportunity in disguise’ Peter Drucker
Business needs to revisit the relationship between social and economic performance. Companies worldwide are responding to demands for more forensic sustainability and ESG reporting, and moving quickly to develop a social purpose. Yet there's a growing risk these pursuits will damage economic performance, rather than improve it.
To remove reduce this risk, rather than focusing on sustainability and corporate social responsibility (CSR), businesses need to focus on Corporate Social Innovation (CSI).
Corporate Social Innovation connects social impact with competitive strategy to create opportunities for superior profitability. Corporate Social Innovation delivers profit-driven social impact.
Moving to CSI is not an easy, incremental step, however. Sustainability typically focuses on measures and processes that lead all players to adopt sector-wide best practices. This does not help develop a differentiated position in the market.
CSI requires the business to re-assess what’s strategically material in terms of social impact for the business specifically. It then focuses the business to apply its unique capabilities and resources to drive business-specific social innovation in those areas. This is differentiation through social impact.
To succeed in Corporate Social Innovation, an applied behavioural science capability is essential for a number of reasons.
Applied behavioural science provides a unique and critical lens through which to see the opportunities in the emerging market for profit-driven social impact, and to generate innovative, actionable solutions. Applied behavioural science can do this, for the simple reason that most of these social impact opportunities have complex behavioural components at their core, meaning a more nuanced and evidence-based approach to understanding customers, products and markets is crucial.
Applied behavioural science is critical to unlock the opportunity to define and deliver profit-driven social innovation and impact.
Using behavioural science to get to a more nuanced - and accurate - understanding of business objectives.
Identifying where, when and how business can use its assets to most effectively intervene to create impact.
Applying custom-designed behavioural interventions across critical business-market junctures - at scale.
Putting in place robust and accurate measures to understand, quantify and improve performance
DIAL Developing behavioural strategy
Meltwater provides applied behavioural science consulting and advisory services to commercial clients to boost growth and uncover novel opportunities to create strategically valuable social impact.
Meltwater does this through bringing together world-class behavioural science expertise with proven commercial strategy development and execution experience. Our behavioural science outputs have won awards, and have been published in leading peer-reviewed journals, such as Energy Efficiency and Harvard Business Review. As strategists, we've launched new business units, created market-first commercial insight projects and served as leadership in innovative start-ups.
We've worked with clients across the UK, EU, US and Asia, and across categories including pharma', finance, consumer goods, energy, market research and policy.
Guy is someone that you can really rely on to be inspirational in front of an audience. He has an ease with his subject matter that only comes through a thorough understanding of the issues, both in terms of the latest academic thinking but also, importantly, the strategic marketing implications for brands. He has an open and engaging style which make people want to keep listening. This is also helped by his flexibility in ensuring he meets the needs of the wider session he may be part of (e.g. being part of follow-up panel discussion at the end of the day etc). In my experience, people leave Guy's presentations not only feeling informed but also enthused.
HEAD BEHAVIOURAL SCIENCE, IPSOS
Dr. Champniss provided very relevant and latest word-class insight and presented it in a clear and entertaining style as a key-note speaker in our client event.
Guy presented at the Henley Forum's Annual Conference (Leading Smarter Businesses - Getting More From Collective Intelligence) and he was great. Guy was thought provoking, insightful, dynamic and offered real insights, with great story telling and good examples. He managed to convey some really deep behavioural science topics in a lively and stimulating way. Great examples, encouraging practical application for behavioural change Dynamic, interesting, very inspiring with the real possibility of practical actionable insights.
COO, VAURAUS SUOMI OYJ
HEAD ORGANISATIONAL DEVELOPMENT
Dr. Guy Champniss
t: +44 7917 40 8686
Guy has over 20 years experience working within global management and consulting roles, covering strategic marketing, communications, innovation and applied behavioural science in relation to sustainability and sustainable innovation.
Alongside Meltwater, Guy remains a strategic advisor to Enervee, an award-winning US-based behaviour tech' company. Previously Guy led the behavioural science and strategic marketing functions for the company from its Series A funding. During this time, Guy designed and ran experimental research, building an evidence base for the effectiveness of the platform which led state re-evaluate energy efficiency policies. This work was presented at conferences worldwide, went on to be published in Energy Efficiency, and secured multiple awards for innovation.
Guy is also a visiting professor of applied behavioural science and innovation with IE University's School of Human Sciences and Technology.
Previously Guy held senior management roles within the global marketing services group Havas.
Guy's research in applied behavioural science has been presented at leading conferences (e,.g. EMAC, AMA, ANZMAC) and has been widely published, including in Harvard Business Review. Guy also frequently speaks at conferences on behavioural science and sustainability.
Guy holds an MBA from IE Business School (Madrid), has completed post-graduate programmes with Stanford GBS (US) and the University of Cambridge (UK) and holds an award-winning PhD in applied social psychology.
Sample of recent speaking engagements
ING ITTP MBA (forthcoming)
Science of Consumer Behaviour, Roche (forthcoming)
IE University Masterclass Series (forthcoming). Canada, US & Europe
Doing Well by Doing Good, IESE Business School,
Barcelona, March 2019
UCL Masters in Behavioural Science, London, March 2019
ING Retail Banking, Netherlands, November 2018
Spark, US, November 2018
Delta EE New Energy Summit (Keynote), Edinburgh, May 2018
Eurelectric Annual Conference (Keynote), Lubliana, June 2018
Roche Pharmaceuticals, Switzerland, November 2017
Cranfield Centre for Customer Management, UK, November 2017
Cranfield Sustainability Forum, UK, November 2017
Spark Energy Conference, US, November 2017
European Utility Week (EUW) ’19, Amsterdam, October 2017
European Executive Utility Summit, Portugal, March 2017
Connected Home Conference, Delta-EE, Germany, March 2017
Sample articles and papers (some behind paywalls)
Energy Efficiency, 2018
Technological Forecasting & Social Change, 2016
Harvard Business Review, 2015
Admap Strategy Prize, 2013.