Testing Corporate Values

Posted on July 24th, by in Social responsibility.

In today’s marketing environment, companies are often asked to be perfect. One slip and you could become the next social media explosion with negative tweets and posts about your brand seemingly everywhere. While most of these last a very short duration (24-72 hours at the most), if you’re triaging the negative impact they can feel like a lifetime. Even if throughout your history you’ve laid the groundwork for doing good, you won’t be immune to potential negativity and criticism.

Let’s take Starbucks for example. Throughout their history they have been a leader when it comes to taking a stand on social issues. From providing full healthcare benefits to part time workers starting in 1988, to being the first privately held company to offer stock options to full and part time employees in 1991, to taking an early stand in favor of … Read More »

Mobile Wallets – It’s time to start testing the waters

Are you ready for another wild ride? Buckle up because mobile payments are set to explode and the impact could take a hit on your more traditional marketing metrics like awareness, adoption and trial. Regardless if you’re a bank, retailer or ecommerce provider, you’ll want to keep an eye on how the technology is advancing and what platforms are winning so that you can quickly adopt your digital strategies. Or, at the very least, test the waters to ensure your brand is still top of mind even if a transaction starts and ends on a mobile phone.

A bright forecast:

A 2015 Federal Reserve survey found that 28 percent of smartphone users and 22 percent of all mobile phone users had made some kind of mobile payment during the year, with the most common type of payment being online bill pay followed … Read More »

The Minneapolis Foundation turns to Conscious Consumers

In this space we have talked about how our hometown, Minneapolis, is doing a lot to appeal to Conscious Consumers, including the rollout of the Hennepin Cultural District , being named one of the healthiest and fittest cities in the country, leading the way with single-sort recycling and re-imagining the iconic Nicollet Mall with walkability in mind.

This year, Minneapolis is celebrating the 100-year birthday of its community foundation, The Minneapolis Foundation, which is focused on improving the city in six areas:

Arts & Culture
Economic Vitality
Environment & Conservation
Community Health
Civic Engagement

We know through our study of the Conscious Consumer that many of these topics are not only important to Conscious Consumers, but impact where they decide to live. There is clearly an overlap between the mission of the Minneapolis Foundation and what drives Conscious Consumers.

Conscious Consumers, specifically the Moveable Middle, strive to make … Read More »

How are you shaping the future?

Fast Company recently highlighted cities and people they thought were leading the way in terms of shaping the environment of our urban future. As they point out, according to UN estimates, 68% of the world’s population will live in urban areas by 2050. And in the U.S. we are already at 80%.

In the article from the July/August 2015 issue, they share 20 examples of those who are leading the way. And it was no surprise to me that most of these initiatives are directly related to conscious consumption and a more sustainable way of living. Examples include keeping and upgrading older buildings in Buffalo, providing more affordable housing to Millennials and significantly upgrading the entire transit system in Denver.

My favorite was the creation of a food oasis in Louisville. Deemed a “food desert” by the USDA, this particular area of Louisville’s … Read More »

Thrive Market: The online shopping club for Conscious Consumers

It was only a matter of time before someone leveraged the power and convenience of online shopping with conscious consumption. Welcome to Thrive Market. Thrive Market’s promise is to deliver “Wholesome products. Wholesale prices.” and is structured as an online club. For just $59.95 per year, you can get access to nearly 3,000 natural and organic products like food, supplements, home, personal care and beauty products at 25-50% less than retail. Plus, with every paid membership, Thrive will donate a free membership to a low-income family.

As a corporation, Thrive Market is 100% carbon neutral and all packaging, boxes and inserts are made from recycled paper and are recyclable. So, right out of the gate, Thrive Market hits on all the social tenants that resonate with Conscious Consumers. Most of all, they made it simple.

One of the more interesting facets of … Read More »