Conscious Consumers should demand more from Clinton and Trump

Odds are you were one of the more than 80 million viewers that made Monday night’s Presidential Debate between Hillary Clinton and Donald Trump the most watched in history. What’s interesting is how few of those that watched are undecided voters.

According to the Huffington Post, there are approximately 4.3% of likely votes that are currently undecided. Of the estimated likely/registered voters, that would represent at most, about 6 million voters that Clinton and Trump were trying to win over.

Narrowing that target audience further, because of the Electoral College, there are only a handful of swing states where the eventual decisions of these undecideds even matter. Over the next six weeks, the Clinton and Trump teams are trying to sway the votes of undecided Conscious Consumers living in Florida, Pennsylvania, Michigan, Ohio, North Carolina, Colorado and Virginia.

It was clear watching the … Read More »



5 Tidbits from Transform, Mayo Clinic’s Health Innovation Conference

Rob Rankin and I attended our first Transform conference last week. Hosted by Mayo Clinic Center for Innovation, the 2016 conference theme was “Make Change Possible.”

The conference was highly relevant to the Conscious Consumer and behavior change work we do. Along with social change and environmental issues, health and wellness is the third pillar of Conscious Consumer concerns – but the first priority for most. From self-health to the health of loved ones, both mental and physical, from stress to nutrition to physical activity, Conscious Consumers dedicate time to improving health and wellness.

The Transform conference addressed all areas of health and wellness, and only occasionally slipped into a more clinical vein than would normally be relevant to our work. The conference was designed to allow attendees to hear lots of stories from a varied cast of speakers, including a “PechaKucha” session where … Read More »



Putting Conscious Consumer learning to use

In my last post I discussed the three highlights of my learning while studying Conscious Consumers over the past four years. They were Focus, Coaching and Relapse. In my next few posts I’ll be featuring these in more detail. I saw a good study this week tied to users of Fitbits giving up on their Fitbit (yes, relapsing), so I’m going to focus there. The good news is that the study brings together not only relapse but coaching too.

For years CCF has studied behavior change with most of it in the areas of tobacco control and smoking cessation. In the world of addiction relapse is a very common term. But in day-to-day marketing, it’s not. Think of the health club memberships that are purchased in and around the New Year. A couple of quick “this is the year” statements, a … Read More »



Collaboration + Education = Change

Here it is. September. After a twelve-week sprint to make the most of every summer day, September forces us to slow down, take a deep breath and get back our normal schedules. For many, September brings with a time of reflection, rejuvenation and reconfiguration. It’s a time where education is in focus and new goals are set for the coming school year. The same is true for marketers. With many of us working on a calendar fiscal year, September is a time to make sure we hit our year-end goals and plan for the New Year.

When we started this blog four years ago, we set out to educate ourselves on the habits and preferences of Conscious Consumers. Along the way, we uncovered a wide variety of companies, organizations and movements doing amazing work. We’ve profiled people and companies who not … Read More »



Undoing the “progress” we’ve made: Conscious Consumers are working to redefine social norms, and brands can help

Thomas Fisher is the director of the University of Minnesota’s Metropolitan Design Center. I know him as a board member of Destination Medical Center – a visionary project that will turn Rochester, Minnesota, home of Mayo Clinic, into “America’s City for Health.” (DMC is also a CCF client.)

I had the opportunity to see Fisher speak a few months ago, and something he said was eye-opening. He pointed out that Americans spent the 20th century making it easy to be lazy. Some examples:

Escalators instead of stairs
Urban design that favors auto traffic over biking and walking
Remote controls for devices from the TV to the garage door
Delivery services
Pre-packaged and fast food

If you spend any time thinking about this, you’ll quickly realize that many things we thought of as “innovation” reduced the amount of effort we had to put forth to live.

So, what did … Read More »