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.”

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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.
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