Conscious Business
Having a strong sense of social purpose is essential, moving on from the triple bottom line and in a world of VUCA (volatility, uncertainty, complex and ambiguous) consumers expect it. When it comes to marketing, Carolyn Tate has a neat definition: “Conscious Marketing is all about promoting your offering with honesty, transparency and congruency with messages of joy, hope, love and humanity”
Ultimately your business will be sustainable and profitable because your product or service and your message will make the world a better place. However, brands will need more than purpose to ‘take a stand’ successfully, actions speak louder than headlines. Let’s not forget being conscious has to be sincere, it’s not about greenwashing, it’s about really sincerely making a difference.