Advancements in mobile – forecast for 2015

I had the pleasure of attending last week’s MobCon Conference here in Minneapolis. More than 500 entrepreneurs, executives, designers and technologists gathered for a jam-packed two-day mobile conference. The heavy-hitting speaker list included c-level executives from LinkedIn, Twitter, Adobe, Red Box, Forrester Research, The Nerdery, Mentor Mate and Target – providing in-depth overviews, case studies and predications of all things mobile. I think the analogy of “drinking from a fire hose” accurately describes the volume of information I gleaned.

There were two big topics that were covered pretty consistently. And, ironically both topics have great applications for Conscious Consumers. Think back to all the blog posts on how coaching is key for brands, you’ll see how mobile can become an indispensable tool. There’s no way I can do justice to both topics in one blog post, so consider this a Cliff’s Notes … Read More »



GiveMN coaches Conscious Consumers, making philanthropy easier

Posted on November 13th, by in Active Participation, Social responsibility.

We have been talking for some time about the role of coach that brands can play in order to encourage Conscious Consumers. It has been a topic of blog posts and featured in our THINK Report released last year. GiveMN and their ‘Give to the Max Day’ in Minnesota is a perfect example of what a brand can do with this in mind.

As we recently learned in our latest study with Mintel that will be featured in our upcoming THINK Report, there is a disparity between what Conscious Consumers are concerned about and what they devote time and energy to.

As you can see in the table below, there are major social issues that Conscious Consumers care about, but outside of animal rights and obesity, a lack of energy devoted to these topics.

This is where there are opportunities for brands and … Read More »



The proof is in the pudding

Posted on November 6th, by in Personal Experience, Social responsibility.

Every once in a while, I write a post that allows me to clean out my email inbox. I constantly send myself URLs of articles I like, fodder for future musings on Conscious Consumers. I don’t delete the links until I use them, so today I’m doing my fall cleaning.

What I love about these posts is the affirmation that we’re on the right track. As we prepare to release our second THINK report, the fact that my email is full of links to articles that reiterate the points we’ve been making over the past couple years is quite gratifying. Following are links to past posts and some fun new updates.

9/16/14 – See Andy’s post about the TOMS Shoes partnership with Target. This week, the TV spot promoting the partnership was released. There’s no better time of year to appeal to people’s desire … Read More »



Are your brand values showing?

Posted on October 30th, by in Environment, Health/Wellness, Social responsibility.

Do you have a brand anthem or manifesto? Are you sharing it with the world? If not, you might want to rethink your approach. Following the lead of brands like Chipotle and Panera, Whole Foods and The North Face are telling the world who they are, who they’re for and where they stand. Whole Foods is more overt in their approach letting us know that: they are for “better,” they care, they’re for fairness, for knowing where your food comes from, that they are your champion and that values matter. And yes they state “values matter.”

The North Face’s connection is more subtle but also strong. Leveraging Woody Guthrie’s song This Land is Your Land, you walk the path of North Face aficionados as they travel across the United States hiking, sailing, climbing, camping, running and more. While they don’t state … Read More »



What social media channel is right for your message?

Posted on October 24th, by in Active Participation, Personal Experience.

We’ve talked a lot on this blog about who the Conscious Consumer is and in particular the Moveable Middle and how they might be motivated to shift their attitudes and behaviors. We also showcased some great brand messaging and promotional campaigns that hit at the heart of those motivations. However, we haven’t spent much time talking about the right digital channels to spread that message. Without a doubt, social media is an excellent platform to raise awareness and attach your brand to Conscious Consumer causes. But, do you know which ones are the right to reach your audience?

Recently, Business Insider (BI) released a demographic report on the most popular social media channels. Here’s a demographic snapshot of the bigger social media channels. You might be surprised how some platforms are maturing and others are the perfect place to reach Millennials.

Facebook: … Read More »