It’s Time Brands Add Genuine Consciousness Into Their Marketing Mix

Rather than focusing only on potential profits

Boss hugging the employees on a computer screen.
Brands need to invest time into purposes that extend beyond making money. Illustration: Aanya Gupta; Source: Getty Images

When John Mackey, co-founder and CEO of Whole Foods, and a university professor published Conscious Capitalism in 2014, a slew of advertising and marketing campaigns that espoused purpose-led conceits swept the awards at Cannes and the Effies the year prior. In fact, 2013 could be considered a breakthrough year for conscious advertising with “Real Beauty Sketches,” “Dumb Ways to Die,” “Smarter Cities,” “Immortal Fans,” “Don’t Wait Until It’s Too Late,” “The Ant Rally” and other amazing purpose-led campaigns that now act as the first wave of “goodvertising.”

The Business of Marketing

Don't miss The Business of Marketing, a new series featuring leading c-suite executives sharing insights on the importance of leveraging the intersectionality of marketing, finance, technology, HR and the boardroom to drive business growth. Tune in.

This story first appeared in the July 22, 2019, issue of Adweek magazine. Click here to subscribe.
@maxlenderman Max Lenderman teaches at Denver Ad School (DAD), University of Colorado Boulder and is a member of the Adweek Academic Council.