Applying “Maker” culture to health and wellness

“Maker.” It’s a trendy word that describes the large group of people who are creating tangible goods and leveraging technology on a small scale. From jewelry sold on Etsy to farmer’s market salsas to an heirloom quality rocking chair or a robot that can open your beer, makers are eschewing mass manufactured goods and embracing customization and innovative design.

There’s a Conscious Consumer angle to making. An article in Time explains the link: “While its roots are tech-related, there were people at the [Maker Faire] teaching how to crochet, make jewelry, and even one area called Home Grown, where do-it-yourselfers showed how to pickle vegetables, can fruits and vegetables, as well as make jams and jellies. There was another area focused on eco-sustainability, bee keeping, composting and growing your own food.” With Conscious Consumers appreciating health and wellness, buying locally and supporting … Read More »

Buzz Karma – Are Neonics the next GMOs?

Every year around the holidays we choose a charitable cause to support. It’s our small way of showing goodwill and giving back. A few years ago we focused our holiday effort on the buzz (pun intended) around the declining bee population. The focus of the initiative was to spread the word that bees play an import role in our environmental ecosystem and to give 500,000 bees through a group called Heifer International to someone in a third world nation as a means to make a living. You can check out what we dubbed “Buzz Karma” here.

Recently, Ortho – the maker of Scotts Lawn and Garden and Miracle Grow – took a leadership role to address what they see as a way that their products may be contributing to the decline of bees and other pollinators. Their announcement was that by … Read More »

Marketing Intel: Messaging to Millennials and Other Conscious Consumers

We’ve all heard about the heightened eco/health/social aspirations of millennials and their desire to make values-based purchases. What matters to us, as marketers, is how do we leverage that information? Is it just millennials who care about conscious consumption? Who else can benefit from our brands’ Conscious Consumer messaging? CCF has been studying the Conscious Consumer over the past three years and we have a few answers for you.

First, a Conscious Consumer is a consumer who wants “added value” when making purchasing decisions, especially related to health, wellness and social responsibility goals, whereas a millennial is a person born between the early 1980s and 2000. There is overlap between the two classifications given that 50% of millennials will pay more for a brand’s services or products if the brand is supporting a cause they believe in. Making conscious decisions based … Read More »

How to defeat ad blockers using Conscious Consumer values

Two of the most common themes covered on this blog are Coaching and Transparency.

Typically we are discussing how brands can use these strategies to win with Conscious Consumers, however now as industry we are facing another challenge in which these same strategies can, and I think will, win with those that are right now using or adopting ad-blocking technologies.

Ad blocking is a scary topic to many advertisers, especially when agencies or brands hear that more than 15% of Americans are currently utilizing technology to block the carefully crafted messages we are trying to present to them.

We are not the biggest losers here though; rather it is our publishing partners. They are facing a grave challenge just as it seemed they had figured out a way to monetize the Internet that had previously threatened to kill them. As we are all … Read More »

Jack Johnson’s Ride requires recycling and Conscious Consumer behavior change


While an artist is on tour, the impact of just one show can have a detrimental effect on the planet. In addition to the vast amounts of energy used for the show, the gathering of thousands of people in one place means lots of waste and carbon emissions from vehicles. One artist is demanding environmentally friendly amenities for his shows, rather than expensive champagne in his dressing room. The Huffington Post recently published an article discussing how Jack Johnson is taking the opportunity to turn entire venues eco-friendly to deliver sustainable shows.

The article states, “According to Pollstar, a concert industry trade magazine, the top 100 tours in 2015 sold an estimated 60 million plastic water bottles (the equivalent of 48,000 barrels of oil) while 130 million paper goods (about 160,000 trees) were used.”

The harsh environmental impact of concerts had Johnson debating whether it was worth … Read More »