How to Strengthen Consumer Engagement with Purposeful Chatbots

In today’s media environment people are overloaded with advertising – from paid social media promotions, to cell phone pushdown notifications, to website ads – and it’s increasingly difficult to capture your audience’s attention. Simultaneously, expansive amounts of data provide advertisers with incredible insights on individuals’ preferences, which enables targeted personal advertising.  Programmatic messaging – that …

How to Turn a Social Problem into a Profitable Product

As the old saying goes: necessity is the mother of invention. Thus, some of the most useful and innovative products – from the lightbulb to cloud storage – came from the need to solve a problem. The planet faces a myriad of challenges today.  Yet each challenge – be it poverty, climate change, disease, or …

We First 5: This One’s for the Ladies

1. Nike Breaks Barriers On International Women’s Day, Nike released 3 powerful films as part of a new local-global campaign strategy. The ads — shot in Russia, Turkey, and the Middle East — illustrate challenges and stereotypes that female athletes face. Although the films are based on cultural barriers, unique to those regions, the response to the global …

How to Go Beyond Purposeful Advertising and Make Real Impact

Some of the world’s biggest brands have recently showcased purpose-driven advertisements during cultural hotspots like the Super Bowl and the Oscars. While making a social statement that addresses issues beyond your brand or industry can connect you with larger cultural conversations, draw eyeballs to your brand and increase word-of-mouth advertising, it can fall short of making …

Three Critical Brand Lessons from the #DefundDAPL Movement

Consumers are taking the lead in persuading corporations to align their business practices and brands with positive social and environmental transformation. Widespread use of social media and increased transparency through the internet is empowering consumer activism against companies that overlook the greater potential value they can get from long-term contributions toward making a better world …

We First 5: Uber Scandals, Oscar’s Ads, and Standing Rock

1. #DeleteUber: The Sequel After less than 1 month since its first viral spread, the #DeleteUber movement gets an encore as thousands more people choose to delete the app from their smartphones. In the latest of a series of scandals, Uber has once again found themselves under public scrutiny and user protest after former employee …

How to Ensure Your Brand Shines, Not Suffers, During the Oscars

Cultural hotspots like the Oscars, the Grammys and the Super Bowl are turning into platforms where entertainment icons voice their social and political standpoints. This is becoming ‘the new normal’ and these moments in entertainment are no longer nonpartisan events. While the biggest conversation topics used to focus on the cutest couples and standout dresses, …

We First 5: 100% Human, Silent Homes, & ‘A Day Without Immigrants’

1. Businesses Close Doors as Protesters Observe ‘A Day Without Immigrants’ In response to our new administration’s immigration agenda, immigrants across the US sought to demonstrate how much they contribute to the economy and workforce by calling for ‘A Day Without Immigrants’. On Thursday, supporters acted in solidarity by abstaining from shopping and staying home from …

‘Love is Love’ Valentine’s Day Marketing

The recent increase in consumer activism and the shift towards purposeful marketing is influencing brands to embrace deeper social meaning, relevance and resonance in their advertising efforts relating to cultural mainstays like Valentine’s Day. Connecting your brand with purpose is more than donating some change to charity. In fact, 97 percent of marketing executives agree …

We First 5: Twitter Trolls, Patagonia Protests, & Starbucks Serves Legal Aid

1. Patagonia Protests Utah over Bears Ears Bears Ears, Utah —1.3 million acres of land, rich with archaeology & landscapes so epic that it is observed as sacred ground by Native American tribes — became a designated National Monument under the Obama administration in December 2016. Sadly, the designation (which protects this land from coal …
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