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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.”
In the six years since, our industry has been thrilled to tell the stories of commerce-centric companies that are seemingly embracing a more conscious approach to capitalism.
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