BXP - June 2018 - 30

THE DEBATE

30

S o c i a l l y C o n s c i o u s M a r ke t i n g & E c o - C o n s c i o u s D e s i g n

in the life cycle of an organization you are.

tie back to real work or effort in the company.
In the eyes of the consumers, I think it can be

For a challenger brand, there's an additional

worse than not doing anything.

opportunity to make that commitment deeply
embedded in the whole brand story. This is

Be very clear and very diligent about telling an

more difficult for established brands because,

authentic story about what your company is

as you know, it's harder to change a narrative
that's already out there than to start a new one.
So the advantage for starting a new brand is
that a socially responsible focus can really be
built into the DNA. The mission can become
a very clear part of what the whole company
stands for, and that company's products or
services emerge from that mission. This type of
company will enjoy a very legitimate glow.
For a more established brand, they shouldn't
forget that their larger customer base rep-

"Whether you

doing and what your brand is not doing. There's

are leading an

We saw that with Patagonia. They're not per-

established or

we are doing that's going really well and here's

a challenger

tell you about it. They even acknowledged the

brand, you
need to make

resents opportunities to make societal change.

a great appreciation right now for transparency.
fect, but they've been willing to say, here's what
what's not working as well but we're going to
public's response and basically said, Hey, you
called us out on this. We're going to respond,
and we're going to learn.
That's just one example of the great radical
transparency out there. Radical transparency

sure that your

doesn't mean you have to have everything

actions come

open up to a conversation about what you have

from a super

honest and say, we're not as good at this or

current or prospective brand fans.

authentic

that than find out that you're saying, we got all

Whether you are leading an established or a

They also have working capital that they can
leverage for traction on a socially responsible
project. This also makes sense from a purely
business perspective because it allows a brand
to re-engage with people, whether they are

challenger brand, you need to make sure that
your actions come from a super authentic

place."

place and have a credible, new narrative that's

solved, but it does mean that you're willing to
down pat and what you don't. It's better to be
that, because I think people would rather hear
of this and then find out that you don't actually have it all covered. Be authentic and super
transparent, and most things will sort of follow
from that.

reaching out to shoppers creatively because
consumers will want to be skeptical until they

What can a marketer do today to make

are convinced that your mission is legitimate

a difference?

and genuine-not just some sort of a window

Think internally, and think externally. For inter-

dressing.

nal projects, business leaders should start by
simply learning about a cause they care about.

What are the risks and rewards of marketing a

They can then leverage that knowledge against

socially responsible product or service in this

what they already know about their business to

connected world?

find out how they could do an existing process

I think that authenticity is enormously impor-

better. This process can be in supply chain man-

tant. If there's any suspicion on the part of con-

agement, operations or facilities.

sumers that it's not a legitimate commitment or
that the story that's being told doesn't actually

june/july 2018

|

Brand Experience

When looking externally, I have to mention 1%



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

BXP - June 2018
Contents
Editor’s Letter
The Scene
Chief Experience Officer Series: Fresh Approach
Buzz-Worthy Health Care Innovation
Itching the Impulse
The Debate: Socially Conscious Marketing & Eco-Conscious Design
Brand Leaders & Rising Stars Retrospective
The Toolbox: Transparent & Glass Packaging
Ad Index
The List
BXP - June 2018 - Intro
BXP - June 2018 - BB1
BXP - June 2018 - BB2
BXP - June 2018 - BXP - June 2018
BXP - June 2018 - Cover2
BXP - June 2018 - 1
BXP - June 2018 - Contents
BXP - June 2018 - 3
BXP - June 2018 - 4
BXP - June 2018 - 5
BXP - June 2018 - Editor’s Letter
BXP - June 2018 - 7
BXP - June 2018 - The Scene
BXP - June 2018 - 9
BXP - June 2018 - Chief Experience Officer Series: Fresh Approach
BXP - June 2018 - 11
BXP - June 2018 - 12
BXP - June 2018 - 13
BXP - June 2018 - 14
BXP - June 2018 - 15
BXP - June 2018 - 16
BXP - June 2018 - 17
BXP - June 2018 - Buzz-Worthy Health Care Innovation
BXP - June 2018 - 19
BXP - June 2018 - 20
BXP - June 2018 - 21
BXP - June 2018 - 22
BXP - June 2018 - 23
BXP - June 2018 - Itching the Impulse
BXP - June 2018 - 25
BXP - June 2018 - 26
BXP - June 2018 - 27
BXP - June 2018 - The Debate: Socially Conscious Marketing & Eco-Conscious Design
BXP - June 2018 - 29
BXP - June 2018 - 30
BXP - June 2018 - 31
BXP - June 2018 - 32
BXP - June 2018 - 33
BXP - June 2018 - Brand Leaders & Rising Stars Retrospective
BXP - June 2018 - 35
BXP - June 2018 - 36
BXP - June 2018 - The Toolbox: Transparent & Glass Packaging
BXP - June 2018 - 38
BXP - June 2018 - 39
BXP - June 2018 - 40
BXP - June 2018 - 41
BXP - June 2018 - 42
BXP - June 2018 - Ad Index
BXP - June 2018 - The List
BXP - June 2018 - Cover3
BXP - June 2018 - Cover4
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