Can you prove wellbeing, culture and social responsibility programs impact retention and brand?

Watch our Webinar to learn how your company can achieve your positive business engagement goals.

Did you know that Forbes has named 2018 “The Year of Employee Experience”? WeSpire Founder & CEO Susan Hunt Stevens and Malia Atta, diversity business consultant for MGM Resorts, shared their expertise in a webinar about how to inspire employees to take positive action and how to prove it’s driving impact.

In the first part of the webinar, Stevens highlights two new modules that WeSpire launched in January. The first module is focused on holistic wellbeing with campaigns like mindfulness, meditation, stress reduction, and healthy eating. The second is focused on positive workplace culture, including diversity and inclusion, driving innovation, agile work and gratitude. She shares how using WeSpire’s analytics tools, companies are able to measure the impact that various programs are having on retention, performance and brand.

Our guest speaker Malia Atta from MGM International also shares their experience using the platform to tackle implicit bias and engage employees in diversity and inclusion initiatives at MGM. said Malia Atta, Sr. Business Consultant Diversity & Inclusion of MGM Resorts International.

In this webinar, you will also learn about:

  • How WeSpire’s new Wellbeing module helps employees be more active, healthy, mindful and less stressed and how the Positive Culture module drives agile, inclusive and resilient workplace cultures.
  • Our partnership with Urban Labs, an organization which works with businesses in integrating diversity and inclusion into leadership and corporate culture
  • Our new IdeaBoards feature, a crowdsourcing tool that allows employees to submit, vote, and comment on new ideas to collectively bring the best innovations forward

Hosts Include:

  • Susan Hunt Stevens- Founder and CEO, WeSpire
  • Malia Atta- Sr. Business Consultant, Diversity & Inclusion, MGM Resorts International

#MakeAmericaWell Encourages CEOs to Take Ownership for Employee Wellbeing

If you’ve ever used Classpass, taken a PureBarre class, or booked a haircut appointment, chances are that you’ve used the app from Mindbody Online, an innovative technology company that helps wellbeing companies to run and scale their businesses digitally.

Last week, co-founder & CEO Rick Stollmeyer took out full page ads in the New York Times, the Wall Street Journal, met with Jim Cramer and appeared at the NASDAQ to issue a call to action to the business leaders of America. America’s employees are not particularly healthy, it’s costing everyone a lot of money [$3.4T was spent on healthcare], and people need help and support to improve fitness, eat healthy and reduce stress which contributes to 75% of the expense. The #MakeAmericaWell challenge encourages business leaders to commit to investing more in employee wellness.

However, Mindbody doesn’t offer employee wellbeing solutions to corporations directly and Stollmeyer wanted to offer a solution for those leaders who took the challenge and needed one. We were so proud when MindBody decided to include a reference to WeSpire in the challenge – and highlight our increased investment in wellbeing programs and our revolutionary behavior change platform. This way, leaders who want to invest more in wellbeing but are struggling to implement a program have at least one option right in front of them.

“At MINDBODY, our purpose is to help people lead healthier, happier lives by connecting the world to wellness. WeSpire provides an employee wellness solution that allows corporations with a technology platform to design, run and measure the impact of their employee engagement initiatives.These programs encourage employees to take actions that are good for them, good for the company and good for the world we live in.” said Amanda Patterson, VP of Corporate & Brand Marketing of Mindbody.

So if you think your company’s leadership should increase their commitment to employee wellbeing, encourage them to take the #MakeAmericaWell challenge. And if you are at a company that’s struggling to design, run and measure the impact of employee wellbeing campaigns, please don’t hesitate to reach out. We’re happy to help.

 

Why Marketing Needs to Understand Sustainability

One of the most common questions we get at WeSpire is “why does every employee need to understand our sustainability goals? Shouldn’t it just be for the facilities team or used as a way to rally passionate Millennials on the green team?”

To answer, we often speak about the value of seeing the entire business through a sustainability lens, both to identify new opportunities for impact and to see potential risks that are impossible for any one leader or team to see.

Then last week, a prime example showed up in our office mail. Two companies that wanted to do business with us tried to generate a deal by sending their marketing efforts our way.

The first was a clearly expensive, heavy-to-mail “Bossface Emergency Kit”.

Upon opening, one received several items that were hopefully meant to be a humorous — including a travel eyeshade, a fidget spinner, a large bottle of “prescription mints”, a spray bottle with an unknown substance in it, and a prescription note pad. It was wrapped in reams of bubble wrap and the entire thing was, in a word, useless [except the mints, although one colleague noted that in the age of opioid addiction that sending around fake prescription bottles is probably a bad idea].

Our team had no use for, or interest in, any of the items and couldn’t fathom anyone else would appreciate this kit either. Assumedly if you need an eyeshade to sleep, you have one. Are you going to spray an unknown item in your face? It was hard to write on the prescription note pad unless you flipped it over to the backside. And of course, very little of it was recyclable so nearly the entire kit went into the garbage. Not only did the marketer not get a response, but now we were collectively annoyed at how much waste was generated by this company. Waste that we had to pay to dispose of in both time and money.

The other marketer took a different tack. We opened the box to find it filled with colorful shredded, recyclable filling. A simple card, also recyclable, explained what they wanted us to buy. The kit included a high quality, all-natural peanut butter, a sleeve of saltines, and packets of Bonne Maman jelly which immediately prompted several people to come get a snack — and read their card.

Now we didn’t buy either company’s product that day.

However, I remember which company sent the high quality, brand aligned snacks, as does my hungry team, and I’m appreciative that they sent something useful. From a brand standpoint, that company’s direct mail piece also conveyed a ton about what mattered to them. It suggested that quality, and sustainability, were important which meant our values were aligned, particularly relative to the contrast provided by that other company. Assuming I’m in the market for this service someday, who am I more likely to call? Yes, the Peanut Butter and Jelly people. In fact, some of our customers have proven that engaging employees in sustainability increases customer loyalty.

But would the marketing person at the other company even know how bad an impact their gift had on my perception, and perhaps others, of them as a company? Doubtful — we will just be marked down as one of the other 95% plus of non-responders. We know that more and more companies, and people, care about their environmental footprint and will not appreciate having to trash someone else’s unsolicited junk. Their sales people likely have no idea that there is a brand hurdle they will need to overcome created by a not-that-funny and wasteful marketing tactic.

In this case, marketing needs to understand sustainability to make better, smarter decisions about direct mail customer acquisition efforts. This need to understand certainly goes beyond marketing, as a sustainability lens helps make better business decisions in nearly every single role in your company. I’m also confident that the cost of the PB&J was a lot less than those custom bossface mints and mystery-ingredient face spray. That’s the beauty of a good sustainability strategy applied to everyday activities — it saves money, it reduces risk, and it grows brand. Now that’s something marketing can support!

We’d love to hear about more examples of the best, and worst marketing items you have received, particularly vis-a-vis sustainability, in the comments.