Cause Marketing, Conscious Consumers and Loyalty

I’m a Conscious Consumer and a fan of Shark Tank. So imagine my excitement to see a “moral brand” — a brand that helps out with a good cause — in the tank. That brand was Bombas, a sock company that gives a pair of socks to a homeless shelter for every, yes every, pair sold.

After first seeing if the marketing agency I work for could help Bombas (they already had an agency AND Daymond John), I bought many pairs of their socks for me and for gifts, as well as had our family donate pairs to the homeless locally.

This was all before I had put a pair on.

Why?

Not only were the co-founders, David Heath and Randy Goldberg, great salesmen on Shark Tank, but their values and the values of Bombas — gratitude and giving back — matched mine. That’s the … Read More »



Video is benefiting the Conscious Consumer lifestyle

We live in a world that is constantly evolving, but that doesn’t come as a shock to any of us. Now one of the biggest changes in our digital world is the growth of video. You can simply go onto your Facebook newsfeed to see videos with anything from what to cook for dinner to the latest workout sensation. With that being said, video has given opportunity to marketing professionals and small business owners to produce content to promote their products or services with little to no cost.

With 60% of professional marketers and 55% of small business owners saying video marketing is a “must have” to stay engaged with their target audiences, it comes as no surprise that this is a growing marketing strategy. Video marketing has had a direct impact on 77% of the businesses that have integrated video … Read More »



Starbucks – They’re at it again

Just over a year ago I wrote about how Starbucks was leading the way in the corporate values arena. In the post I discussed the details of their supposedly failed #racematters effort. Something that seems even more relevant today than it did then. And for the record, I don’t feel like it was a failed effort, but that’s another story. In investigating the post I discovered how much Starbucks proactively does for their employees. From paying above minimum wage to higher education programs, employee stock options and more.

Well, they’re at it again. Just yesterday they announced that they will be giving store employees and managers at least a 5% annual raise and they will be doubling their stock awards for employees with two or more years with the company. So while others are debating whether or not you should increase … Read More »



Millennials and the era of the “Sharing Economy”

We all know at least one fact about the Millennial Generation. You know, that powerful demographic of individuals born roughly between 1980 and 2000? These “digital natives” grew up in an always-on digital world, control $1.3 trillion of direct spending power, and recently surpassed the Baby Boomer Generation as the largest generation in the United States. While wielding their latest and greatest technological gadgets, Millennials also consciously consume. Most, if not all, are willing to spend the extra pennies to purchase products that support their local community or a greater cause in some way, shape or form.

It is important to note that, although the aforementioned traits of the Millennial Generation appear to be positive and promising from a CMO’s perspective, there are additional facets to this demographic that are not quite as glamorous. Millennials took longer than expected to enter … Read More »



Building a better workplace to attract Conscious Consumer talent

An age-old question of any marketer, advertiser or individual with strong business acumen (often preceding a quantifiable investment)…“What is the ROI?”

Generally, it is rather simple to ascertain whether an investment had a positive or negative outcome by taking the benefit divided by the total investment. However, how do you evaluate ROI for intangible factors such as your employees’ health, happiness and motivation – all of which directly impact the success, profitability and desirability of your company?

While tangible benefits like salary, vacation and healthcare coverage remain important, today’s Conscious Consumer workers are also focused on intangible benefits – such as well-being and shared beliefs – which support and align with their conscious views and values. With values-based decision-making transcending the personal world to the professional, consumers are asking a new set of questions to determine whether an employer is desirable and … Read More »