Conscious Consumer attributes influence Millennial shoppers

This year, for the first time, the Millennial generation will surpass Baby Boomers as the nation’s largest living generation (Census Bureau, Jan. 2015). Think about that. For more than fifty years, Baby Boomer mindsets have led the way in how brands behave and market themselves. But the tides are changing, and quickly. Millennials, those born roughly between 1980 and 2000, comprise 29% of the U.S. population. More importantly, they are entering into life stages where consumption is at its highest – planning weddings, buying houses, appliances, cars, vacations, having kids while hopefully saving for college plans and retirement. Currently Millennials make up 21% of consumer discretionary purchases, which is estimated to be over a trillion dollars in direct buying power.

It’s also a pivotal moment where these consumers will shift from brand trial to advocacy and loyalty. After all, you don’t … Read More »



The food industry’s new standards: Food transparency and clean labels

All natural. No artificial flavors. GMO-free. Low sodium. No preservatives. Gluten-free. These terms are no longer only found on packaged goods in grocery aisles, but are becoming buzzwords seen on restaurant and fast casual dining menus. Food transparency is quickly becoming a necessary standard for any and all establishments in order to remain competitive in the food industry. The public’s concern over artificial-anything in foods and beverages has gained such substantial momentum that a recent survey done by Nielsen showed that for 60% of consumers the absence of artificial colors or flavors is important to their food purchase decisions.

National fast food and fast casual restaurants have long been scrutinized under the nutritional microscope. McDonalds attempted to fend off critics with the launch of their 2014 transparency program in the U.S. called “Our Food. Your Questions”. The campaign addresses and responds … Read More »



Lolë: Uniting yogis on a large scale

Derived from the Sanskrit root “yuj” which means “to join” or “to unite,” yoga has connected people for thousands of years. While not a new practice, the yoga community has burgeoned to a greater scale than ever experienced.

Case in point: Montreal-based fitness fashion brand Lolë recently announced its infamous White Tour, which has hosted grand scale yoga events in unexpected and extraordinary locales such as the Grand Palais on the Champ-Elysses in Paris and the Museum of Modern Art, will return to NYC to host the largest yoga class Central Park has ever seen.

Lolë White Tour in the Grand Palais

With an estimated 10,000 yogis in attendance, Lolë CEO Bernard Mariette says,“We wanted to share the Lolë White Tour on a much larger basis this year [and] decided the best place to present that is in New York, where life is very … Read More »



If you’re going to pitch it, be ready to support it.

As marketers we are consistently asking ourselves questions about what to tie our brands to. What functional benefits are meaningful to our audiences, what emotional benefits are meaningful, is there a cause marketing organization that makes sense, are we gluten free, sugar free, all natural, healthy, sustainable, GMO free and this list goes on.

In just the past few weeks I’ve noticed instances where two different well-known brands have had the need to explain themselves as it relates to some of the claims and associations they were making. In my opinion one responded well and one didn’t. The brands were KIND and Blue Diamond. In the case of KIND they were being called out by the FDA regarding claims relating to their health and nutritional value. The issues centered around use of the word “healthy” and differing perspectives on what constitutes a … Read More »



Facebook changes continue to impact brand’s ability to reach fans

This week, Facebook announced through their blog yet another change to the News Feed algorithm. The changes directly impact how often fans see brand posts and restrict non-fans from seeing their friends’ interactions with brands. Two big adjustments that are part of a series that started three years ago when Facebook went public on May 12, 2012.

Facebook was once considered a FREE marketing platform.
Prior to the public offering, brands scrambled to attract fans (or likes) in hopes that this perceived “free” platform was the most economical way to recruit and retain customers. It was a “low cost” way to have a two-way conversation with customers. For Conscious Consumer brands, it was the perfect David platform competing against Goliath marketing budgets.

Plus the process was somewhat easy:

Post content (the more interactive, engaging, eye-opening, the better).
Attract fans.
Get likes.
Post more content.
Increase engagement.
Attract … Read More »