Brand Love in Action

A brand already beloved by Conscious Consumers, Patagonia doubled down on Black Friday by donating all sales of full-priced merchandise to environmental causes. That’s sales – not just profits.

While the organization has donated 1% of sales since 1985 to environmental organizations, the idea to donate 100% of Black Friday sales was spurred by post-election concern about threats to U.S. environmental policies.

Consumers took to calling the campaign a “fundraiser for the earth” – and fundraise, they did. Patagonia forecasted a $2 million donation, but when all was said and done, the day’s haul was $10 million.

Here are five reasons Conscious Consumers turned out in droves to support the effort (and thoughts to consider when marketing to Conscious Consumers):

Support a loved brand – Through Patagonia’s effort the brand essentially became a “cause.” But in exchange for a donation, the consumer received an equal … Read More »



Keep Calm and Connect with more Conscious Consumers

I think it’s fair to say that as a country, we’ve had a bit of a wild ride lately. Regardless of which side of the political fence you sit, the rhetoric and sometimes just pure anger has been intense. By scrolling through your Facebook or Twitter feed over the past 6+ months leading up to the election, you ran the risk of experiencing a wide range of emotions. There is a building body of evidence suggesting that too much time with social media can lead to depression. This type of stress can lead to other health ailments, too.

But this isn’t new. There is a lot of evidence suggesting that stress leads to disease and a less productive workplace. In fact, taking time away from it all is not a want, it’s a need. That’s right, it’s a physical need. Studies … Read More »



The Purpose-Oriented Workforce

Do you look at your job as a way to make an impact or are you just waiting for your next paycheck? You might be surprised to learn that your mindset has a direct effect on your job performance, leadership level and overall wellbeing. The old adage “do what you love and the money will follow” now has a study to back it up.

The Workforce Purpose Index is a survey of the U.S. workforce based on a sample of 6,332 working adult respondents. The intent of this annual study is to understand the work orientations that exist in the U.S. workforce and help employers, educators and policy makers better understand the value of these mindsets. And while there is more research to be done, the initial findings have some valuable implications for all employers – large and small, in all industries.

The … Read More »



Driving Change for Conscious Consumers

All right, full disclosure, I like Tony Robbins. I like Jack Canfield, my favorite book is How to Win Friends and Influence People by Dale Carnegie and I subscribe to several emails that keep me focused and inspired. My excuse? It’s baked in. As the son of a college football coach, it’s what I grew up with. Lots of “You can do it, go for it, nothing’s impossible,” Bear Bryant, Woody Hayes, Bo Schembechler and lots of setting goals. Being a competitive athlete most of my life reinforced this behavior. There was even a fair amount of Lou Holtz. In fact one of my dad’s first jobs was working at William & Mary with Lou Holtz (Lou’s first head-coaching job).

While I don’t have a full time professional life coach at my beck and call, I do leverage books, e-newsletters and … Read More »



The Importance of Purpose among Conscious Consumers

Benefit Corporations are now recognized in 30 states and a topic that Diane and I have blogged about in this space as their prominence has grown. To date over 1,900 companies have taken and fulfilled the B Corp pledge. Have a corporate purpose to create a material positive impact on society and the environment. Consider the impact of decisions not only shareholders but also on workers, community and the environment. Make available to the public an annual benefit report that assesses overall social and environmental performance against a third-party standard.

Having studied Conscious Consumers, identifying who they are, how they behave and what they are looking from brands, it is not a surprise to us at CCF that so many businesses are on board.

As Rob mentioned in his most recent post we know that Conscious Consumers are paying close attention to a … Read More »