It would seem we can’t go a week these days without seeing a new brand campaign using social purpose to help sell a product. Whether it’s Honey Nut Cheerios saving the bees, Always promoting the power of girls or Whole Foods selling ugly fruits and vegetables to combat food waste, social purpose has become the fifth “P” in the marketing arsenal.
This trend is part of a larger growing movement called “conscious consumerism” whereby shoppers look to purchase products that are healthier, more environmentally friendly and in some instances driven towards generating community impact. Led in great part by millennial shoppers, there is a growing belief that when you shop, you can also cast a vote for the type of world you want to live in.
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