Millennials Drawn to Cause Brands

Recently, I've been reading a lot on how companies are targeting the Millennial generation. As a Millennial myself, I find it very interesting how companies are changing their marketing efforts to grab the attention of Millennials. One topic that particularly sparks my interest is how companies are keeping Millennials in the loop about their socially responsible practices. Research shows that Millennials are more attracted to brands that have causes linked to them. To highlight a few brands with strong causes, let's take a look at TOMS Shoes, Method, and Starbucks.

TOMS Shoes has a One for One policy. With every product that is purchased, TOMS will help a person in need. Method cleaning products are all non-toxic. All products are made with natural and biodegradable ingredients. The bottles are made from 100% recycled plastic, and they also have developed a Greensourcing Program for their suppliers to drive green innovation. Starbucks is another very well know socially responsible company. In 2012, 93% of their coffee was ethically sourced.

It seems like we always hear about the same companies for their socially responsible efforts. But here's the catch - it's working! All three companies I listed are very well known in their efforts to create responsible companies. You can go to any of their websites and see the transparency of their social missions to their stakeholders. Starbucks does an exceptional job by not only clearly stating what they are doing right now to be socially responsible, they also state specific goals to improve their social mission. TOMS Shoes, Method, and Starbucks have all been very successful, not only for their products, but for their core values and responsibility.

This is what Millennials are drawn to. This is what I am drawn to. I want to purchase from companies that are making a difference and letting me share in the mission of making this world a better place. We want to show our loyalty to those who are helping others. Of course there are many other socially responsible companies I have not listed, and those companies are doing great things. The questions is, how can you relay your message to your consumers and suppliers? Stay transparent with your stakeholders. State your successes and your goals on your website and make sure they are easily found. Talk to your suppliers. Make sure your suppliers are also looking to increase their social responsibility. Market your social mission along with your products. Lastly, interact with your customers to make sure they are well aware of the social mission that drives your company. You are doing awesome things! Let others see that.

Comments about marketing social responsibility to Millennials? I would love to hear them!

Taylor Shellfish Farms: Leader in Aquaculture Sustainability

Recently I read an article regarding Whole Foods and aquaculture. The article sparked my interest because I have recently become aware of the growing industry of aquaculture through my internship with The World Food Prize.

For those of you who are unfamiliar, aquaculture is the breeding, rearing, and harvesting of plants and animals in all types of water environments, including tanks, ponds, rivers, lakes, and the ocean. The Food and Agriculture Organization of the United Nations stated that aquaculture supplies nearly 50%, or 63 million tons, of the fish consumed globally. With the human population on the rise, the demand for fish is growing at a steady rate.

Although aquaculture has been subject to criticism for environmental issues, Taylor Shellfish Farms is taking the lead in the sustainability movement for the seafood world. Let me introduce you to Taylor Shellfish Farms.

Taylor Shellfish Farms

Taylor Shellfish Farms, located in Shelton, WA, is the largest producer of farmed shellfish in the United States. Under the leadership of the Taylor family, they are now entering into the 5th generation of family farmers. The farms specialize in growing clams, oysters, mussels, and geoducks. How is Taylor Shellfish Farms taking the lead in sustainability? It's stated crystal clear in their mission statement:

Our mission is to sustainably farm quality shellfish 

from our nurseries to your table while being 

active stewards of our marine environment.

All of the farms of Taylor Shellfish Farms in Washington State have been certified as sustainable. They have not only developed their own environmental codes of practice for the farms, but they are activists in environmental education. By educating the community and those who set regulations about the importance of clean water, Taylor Shellfish Farms will be able to maintain their successful farms for generations to come. They provide support for environmental research and are involved in a variety of groups including People of Puget Sound, Puget Soundkeeper, and Skagit Conservation Education Alliance. 

Taylor Shellfish Farms is an excellent example of a socially sustainable company that markets their sustainability practices to their stakeholders. Their mission statement is directly tied to their sustainability goals, and their website does a fantastic job displaying their drive for a clean and healthy environment. By being active members in the community, Taylor Shellfish Farms is not only promoting positive environmental solutions, but they are also overcoming the criticisms that aquaculture may bring. Many companies make sustainability practices an afterthought, Taylor Shellfish Farms makes it a priority.

Leave your thoughts on sustainable aquaculture. 

5 Ways to Become Socially Responsible

We've all been hearing buzz words like 'sustainability' and 'corporate social responsibility'. It seems like every company is somehow trying to promote their sustainable practices to consumers. It seems easy, right? Companies can just implement a recycling program within their office or give to charity. As the CSR trend continues to grow, it is becoming more complex than once thought. So how can companies become more socially responsible? Here are 5 ways companies can begin their path towards becoming socially responsible.

1. Establish mission and set goals

If your company is interested in creating a socially responsible company, you will need to establish a social mission. Deciding on a fulfilling social mission is crucial, because the social mission will be embedded in every aspect of your business. After establishing a social mission, set specific goals. Ask yourself how you will carry out your social mission in your day-to-day operations. The important thing to remember about becoming socially responsible is that it is not a once-a-year commitment. This is a full time commitment.

2. Engage employees 

Becoming a socially responsible company is a team effort. Every single employee needs to be on-board with the mission and goals. All business operations need to incorporate your social mission, so there needs to be clear communication throughout your business. Employees are also great resources. By getting your employees excited about your social mission, they may come up with creative ideas to integrate the company mission with the social mission. 

3. Market to consumers 

It would be foolish to not use CSR as a marketing tool for your company. Tons of reports are revealing that consumers are willing to spend more money on socially responsible brands. You want to be that brand! Let consumers know the great ways you are being socially responsible. 

4. Measure effectiveness 

Ideas are great, but without measurements of effectiveness, you have no idea if your idea is working. Ask for customer feedback. Do customers understand your social mission? Are customers able to see how you are carrying out your social mission? By asking these questions, you will be able to determine how well you are implementing your social mission.

5. Keep mission aligned

It will be easy to stray from your social mission. Money will get tight and deadlines will creep up. There will be a hundred excuses to let your social mission slip away from your daily operations. If you have made the decision to be socially responsible, stick with it. Being socially responsible can only lead to greatness. Be the company to make a difference. 

If you know of any great ways to start becoming socially responsible, let me know! 

The Power of One

The other day at work, I was asked to watch the documentary, "I Am", written, narrated, and directed by Tom Shadyac. The film asks difficult questions like "What's wrong with the world?" and "What can we do about it?" My biggest take away from the film was this inspirational quote, "The Power of One."

What does that mean? Can one person really make a difference? Yes. I had the unique opportunity to intern with The World Food Prize Foundation in Des Moines, Iowa. For those of you unfamiliar with The World Food Prize Foundation, it is the foremost international award recognizing the achievements of individuals who have advanced human development by improving the quality, quantity or availability of food in the world. Fulfilling Dr. Norman Borlaug's legacy is the heart and soul of this non-profit organization. It is said that Dr. Borlaug has "saved more lives than any other person who has ever lived" because of his achievements to prevent hunger, famine and misery around the world. This is a powerful example of "The Power of One."

Growing up, I received mixed messages about how much I could achieve as one person. On one end, my parents and family were coaching me through life and showering me with encouragement. I frequently heard, "Megan, you can do anything you set your mind to. You will make an impact in the lives of others." Opposite of my parents' thoughts, I heard that I am a little fish in a big pond. There are hundreds, if not thousands, of young professionals my age fighting for the same jobs I'm fighting for. That is discouraging to say the least. Maybe I have built up in my head that I can take on the world and make a difference, and maybe that is a false perception. Although it may be misled hope, it is my hope to make an impact in our world. It is reassuring to hear that quote ringing clear, "The Power of One." One person can save over a billion lives from starvation. One person can fight for human rights. One person can stand up to a bully. One person can make a difference. One person can inspire others who can inspire even more people!

If we add up all of these powerful individuals, we can make a powerful team. Together, we can make a HUGE difference in our world. Be the inspiration this world needs. Just in case this isn't motivation enough, here is a pep talk from Kid President to you.

Chipotle Uses Cause Marketing

The new Chipotle short clip has gone viral on YouTube. This is a great example of a controversial cause marketing strategy. The eerie clip is promoting sustainable farming by taking the viewer through factory farms and big agriculture. The clip has prompted many different view points, as expected.

In an interview with the masterminds of the clip, The Week asks what is is like to watch the response to the clip. Limbert Fabian says:

 "It's amazing how the dialogue is just incredibly fast. Not only just about the film — that's interesting and we love that — but the subconversation that's going on about the intent of the film. I know Chipotle really wanted that to happen and we were curious whether it was gonna be very negative or not, but it's definitely spreading the way we thought it would spread as far as the conversations that are being had, whether it be about food, whether it be about the production of the film itself, or, more importantly, the game."

Read the full interview conducted by The Week here.

Cause marketing is controversial. As Forbes states, "Cause marketing is controversial because it is so often ineffective: or more precisely it tends to benefit the cause more than the associated brand." Whether you agree with the view of this short film or not, Chipotle got people's attention.