BXP - May 2018 - 35
A multi-pArt series
looking At mArketing And designing
for sociAlly And eco-conscious
products, services And businesses
What are we doing? Our goal is to be able to donate a million
servings-a million breakfasts-by 2019. In just the past year
Cofounder and head of marketing
of The Soulfull Project
and a half, we've accrued more than 700,000 servings. We
Can business really affect social change?
of marketing: people recognize we're doing something good
Your dollar is your voice today. You make decisions with
and we're inspiring them to get involved in their communities.
were able to do this with word of mouth being a good part
your money when you support a company and their values.
If people continue to do that, then they're starting to open
People respond to the values that a company brings with
doors for companies that can do more with their money. This
them to the marketplace. They want to help a company that
empowers people to make changes. It gives consumers more
does good things; they want to talk about the company; they
opportunities to do good and also helps more companies
want to share awareness about it.
that do good things be successful.
This doesn't just apply to the people who buy your product.
Is there a business case for making corporate social
It also applies to the customers that you work with-the
responsibility part of your corporate DNA, specifically do
retailers. You know they are looking for ways to get involved
you see marketing and branding benefits to creating and
in communities and have a bigger impact. It also applies to
conducting a socially responsible business?
Our marketing spend is very limited because we use most of
that marketing spend for the give back, so word of mouth is
We just hired an additional person. When we first put the
extremely important. Without it we wouldn't be able to do
word out that we were looking for somebody, we had more
what we're doing.
than 300 applicants because people realize that The Soulfull