BXP - April 2018 - 55

55

As a visual artist, you can look for opportu-

cess with other managers.

nities to highlight some of the good that your
company is doing, which can increase your
corporation's appetite for doing more good in
the world.
I also suggest starting by aligning yourself with
causes with something already in common with
your brand personality. You can start to put
your brand out there in an experimental way by
allocating a small portion of your budget to a
nonprofit or multiple nonprofits. That's what our
client The Soulful Project did.
Once you have buy-in for social responsibility
initiatives in your business, you can continue
to ramp up that activity. Patagonia is a great
example of how to do that.
The founders are very concerned about the
environment and preservation of the national
parks and causes like that. But they keep
expanding Patagonia's mission. They fairly
recently started something like a nonprofit venture capital fund. It's aligned with their conversation and sustainability missions, so it's a logical tie-in, and they have probably invested tens
of millions of dollars. Starting a venture capital
fund to seed a bunch of like-minded companies

Like so much in
business, it's
about being
opportunistic
and using
your budget
in ways that
experiments
and stretches
your team with
the aim for a
longer term
change. For
designers at a
large company,
it's about
ultimately
selling an
idea into the
C-suite.

Like so much in business, it's about being opportunistic and using your budget in ways that
experiments and stretches your team with the
aim for a longer term change. For designers at
a large company, it's about ultimately selling an
idea into the C-suite.
For marketers, it can be different. In a smaller
company, if you are a CMO and there are 20
employees, you are often right there next to
the CEO and, maybe, a couple of your investors
making decisions that help forge your company
DNA. If your small business is a family business,
there might be a whole different set of dynamics in place. You might have to identify a small
investment, but that can be the starting point
for something larger.
Is there something that you're doing that's not
being fully leveraged from a marketing perspective or not being heavily invested in or not, you
know, being focused on enough and can you
put a little bit of budget into enhancing it? And
even if not, are there opportunities to invest a
small portion of your budget into initiatives that
can, at a minimum, generate some marketing
and PR opportunities for you?

is good for their corporate "souls."
How are people creating more socially
Sometimes you can encourage change so it

conscious businesses or developing more

carries less visibility outside and maybe less

social consciousness into an existing business

risk by working to change how a company

changing?

treats its own employees. Start with the people

We hit on a lot of trends already, but the trend

on your division or team and share your suc-

everyone should be looking at is aligning so-

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Table of Contents for the Digital Edition of BXP - April 2018

Bxp - April 2018
Contents
Editor’s Letter
The Scene
Innovative Wine Accessory
Chief Experience Officer: Thirst for Improvement
Drinking in the Luxe Life
The Debate
The Toolbox: Eco-Conscious Materials & Socially Responsible Services
Ad Index
The List: India
BXP - April 2018 - Intro
BXP - April 2018 - BB1
BXP - April 2018 - BB2
BXP - April 2018 - CT1
BXP - April 2018 - CT2
BXP - April 2018 - Bxp - April 2018
BXP - April 2018 - Cover2
BXP - April 2018 - 1
BXP - April 2018 - Contents
BXP - April 2018 - 3
BXP - April 2018 - 4
BXP - April 2018 - 5
BXP - April 2018 - Editor’s Letter
BXP - April 2018 - 7
BXP - April 2018 - The Scene
BXP - April 2018 - 9
BXP - April 2018 - 10
BXP - April 2018 - 11
BXP - April 2018 - 12
BXP - April 2018 - 13
BXP - April 2018 - 14
BXP - April 2018 - 15
BXP - April 2018 - 16
BXP - April 2018 - 17
BXP - April 2018 - 18
BXP - April 2018 - 19
BXP - April 2018 - 20
BXP - April 2018 - 21
BXP - April 2018 - Innovative Wine Accessory
BXP - April 2018 - 23
BXP - April 2018 - 24
BXP - April 2018 - 25
BXP - April 2018 - 26
BXP - April 2018 - 27
BXP - April 2018 - Chief Experience Officer: Thirst for Improvement
BXP - April 2018 - 29
BXP - April 2018 - 30
BXP - April 2018 - 31
BXP - April 2018 - 32
BXP - April 2018 - 33
BXP - April 2018 - 34
BXP - April 2018 - 35
BXP - April 2018 - 36
BXP - April 2018 - 37
BXP - April 2018 - 38
BXP - April 2018 - 39
BXP - April 2018 - Drinking in the Luxe Life
BXP - April 2018 - 41
BXP - April 2018 - 42
BXP - April 2018 - 43
BXP - April 2018 - 44
BXP - April 2018 - 45
BXP - April 2018 - 46
BXP - April 2018 - 47
BXP - April 2018 - 48
BXP - April 2018 - 49
BXP - April 2018 - The Debate
BXP - April 2018 - 51
BXP - April 2018 - 52
BXP - April 2018 - 53
BXP - April 2018 - 54
BXP - April 2018 - 55
BXP - April 2018 - 56
BXP - April 2018 - 57
BXP - April 2018 - The Toolbox: Eco-Conscious Materials & Socially Responsible Services
BXP - April 2018 - 59
BXP - April 2018 - 60
BXP - April 2018 - 61
BXP - April 2018 - 62
BXP - April 2018 - Ad Index
BXP - April 2018 - The List: India
BXP - April 2018 - Cover3
BXP - April 2018 - Cover4
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