Bogusky reboots as a consumer advocate

Bogusky revolution

When Alex Bogusky left Crispin Porter + Bogusky and the ad world, speculation quickly turned to what he’d do next. Bogusky gave some broad hints by continuing his “Fearless” Web show and focusing squarely on sustainability issues. He admitted that his concerns about industrialized food put him in conflict with CP+B clients, which include Burger King and Domino’s. Now Bogusky is making the move to recast himself as, yes, a "consumer advocate." As he explains at his new Fearless Revolution site, Bogusky sees a big shift under way, empowered by the Internet, where consumers take back control of what exactly they consume. "The data on the web and the creation of new tools for consumers to access that data in real time is going to change the relationship between consumers and those they consume from," he writes. "Our expectations as consumers, in what we deserve for the dollar we hand over, are way too low. All our dollars — both tax dollars and consumption dollars — should never go to waste. But today, our consumption dollars often blindly pay for products and services that appear to be cheap, but come with hidden costs." (You can hear a lot more in the video of his recent speech at conservation event "Turning the Tide," from which the picture above is taken.) Bogusky is assembling a band of folks in the communications industry to push forward this agenda, which includes rewriting the Consumer Bill of Rights. The cynics will say it’s easy to turn against vapid consumerism after you’ve made millions from it. Nonetheless, it will be intriguing to see if a talented communicator like Bogusky can achieve the same success in the world at large as he saw in the ad world.