More examples of brands acting as coaches

Posted on December 11th, by in Health/Wellness, Social responsibility.

The role brands can play as Conscious Consumer coaches has been a topic area we continue to come back to in our blog posts as well as deeper dives in our THINK Reports.

It has been a great and versatile insight for us because it is not a one-size-fits-all approach. We have highlighted many different examples of how this strategy can be implemented and today I have two more to share.

Common Pence

In England, an organization called Common Pence has developed a very clean and simple way for Conscious Consumers to donate the remaining balance on their transit passes to charity.

This video below explains the entire concept in less than a minute.

As you can see, the beauty of this is how easy Common Pence has made it for Conscious Consumers to donate. No hoops to jump through, no paperwork, it is hassle-free and … Read More »



Transparency as a differentiating value

Two weeks ago, I got an email from Uber, the international car service that has taxi companies and transportation officials in a tizzy for their envelope-pushing, non-conventional and customer service-oriented ways. The meat of the email started in the second paragraph:

“We greatly appreciate our driver partners’ hard work and dedication, and we know you do, too. That’s why today we’re excited to tell you about Momentum, an exclusive rewards program for Uber partners. This program is designed to help drivers stay healthy, grow their business, and make life easier on and off the road.”

At first I thought, “Why are they telling me this?” Was it a mistake to send this to me? Was the email supposed to go to drivers? The email was not a recruitment tool, and the information they were sharing had no impact on my experience using … Read More »



Is it time to reinvent your brand?

Posted on November 27th, by in Environment, Health/Wellness, Social responsibility.

Here in Minneapolis the skyways are filled with a lot of options for lunchtime meals. The winters drive us inside and we walk about in these above ground tunnels throughout the day looking for breakfast, lunch, a coffee or a snack.

One that has been in our building for years is D-Brian’s Deli. A longstanding brand that has stood the test of time. They have eight locations in the Minneapolis and St. Paul market and seemingly have all the right components for a Conscious Consumer brand. Their claims are aimed directly at the health and wellness shopper. All natural, sustainable, eco-bags, locally sourced–they have even trademarked the slogan “Eat Natural.” They also are strong supporters of the community by donating to local schools, contributing to the Minnesota AIDS Project and more. Seems like the right recipe. Right?

Well over the past few … Read More »



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 »