Carrot versus stick: Incentivizing health behavior

Carrot or stick? Starting in childhood, parents make decisions whether to incentivize or punish. Do you reward a kid who makes his bed with a sticker on a chart, or take away screen time when he doesn’t? Pay for good grades or ground for bad ones? At work, we lean toward positive reinforcement: bonuses and promotions, with proverbial sticks being used only when someone’s job is on the line.

I worked at a health insurance company that was evaluating incentive program options to offer to employers. With a goal of rewarding healthy behaviors, there was discussion around whether such programs were scientifically proven to work (our program launch would contribute to figuring that out). Then there’s the question of the reward itself: points redeemable for gift cards, cash, premium reductions, lower copays? What was the reward that cost the employer or … Read More »



Behavior change innovation

“Behavior change.” It’s a bit of a buzzword, and at CCF, we use it a lot because we’re good at producing campaigns that help make it happen. Behavior change efforts have been used for a long time in certain industries, especially those related to public health. Behavior change campaigns might address addiction (gambling, smoking), population health (eat better, move more) or safety (drunk driving, sexual assault). Public Service Announcements often seek to create behavior change.

For a long time, these are the types of industries that knew about and implemented marketing practices based on principles of behavior change, inspiring people to think about their options and make decisions that benefitted the greater good. Sound familiar?

The way society thinks about “the greater good” has been changing. Our perspective on how what we do as individuals affects others evolves. Secondhand smoke was once … Read More »



Tapping into Conscious Consumers’ desire to do good

You see it on a regular basis. As you pay at the cash register there they are. Small coin collection boxes waiting for you to contribute your extra change. At McDonald’s, you’re supporting the Ronald McDonald House. At DQ and Wal*Mart, you’re supporting the Children’s Miracle Network.

More recently though, organizations are taking it a step further. Asking if you’d like to round up your purchase to the nearest dollar and donate to a specific charity. In fact, according to the group Cause Marketing Forum, campaigns like this netted $348 million in 2012. Their analysis included the top 63 campaigns that year. But these types of fundraising efforts are just one way companies and charities are tapping into the American public’s desire and willingness to help.

For example, Minnesota’s own Caribou Coffee has been conducting an annual fundraiser supporting those impacted by … Read More »



Pay it forward in 2015

With Christmas and Hanukkah behind us and a New Year just ahead, this week is a great time to keep the spirit of giving going strong into 2015. This year, Clarity Coverdale Fury’s holiday theme is Random Acts of Niceness. The idea is pretty simple – find ways to spread a little holiday cheer by doing something unexpected to make someone’s day a little brighter. It could be as easy as a paying for coffee, shoveling a sidewalk or sharing a meal. Post your random act to your social media platform of choice being sure to tag it with the hashtag: #RandomActsofNiceness and Clarity Coverdale Fury will donate $1 to the Make-A-Wish Foundation of Minnesota for every hashtag used. It really can’t get any easier to make someone’s day and donate to a great cause like Make-a-Wish.

Over the past year, … Read More »



The CAUSEBOX brings subscription boxes to Conscious Consumers

A couple weeks ago, through an introduction by our IT guy (thanks Ryan!) I was able to get a chance to trade emails with Matt Richardson who is a part of Sevenly, a company founded in 2011 specifically with Conscious Consumers in mind. This video sums up their mission beautifully.

Sevenly is another great example of a brand coaching Conscious Consumers and allowing them to make a difference, especially with seemingly impossible issues like sex trafficking and clean water.

Wanting to know more about Sevenly, Matt and his latest project, the CAUSEBOX, a subscription service that sends socially conscious products to Conscious Consumers quarterly, he and I traded emails recently.

Andy: I see that you started Gramr, a very cool concept that definitely has some Conscious Consumer appeal to it. What inspired you to start that company?

Matt: Gramr was launched in response to the … Read More »