Patrick Hanlon, CEO of THINKTOPIA®—an innovative branding, marketing, consulting, and advertising firm—has the secret to brand relevance. Fortunately for us, he’s willing to share.
Check out our interview with Hanlon below, and learn more about THINKTOPIA here.
Q: How has the advent of ‘conscious consumerism’ influenced how brands approach marketing strategy?
A: I think it depends on the brand. Every brand has to have its introspective moment and decide if conscious capitalism aligns with its own vision and values. Its consciousness. I have the perspective that every company will have to respond to the challenge for global resources in their own way. It is very difficult for companies to retrofit legacy operations, and at the same time it may be very important and necessary—even monetarily advisable, for them to do so. For some companies this is an immediate task, for others over the next decade. You asked about marketing, but I don’t think this is a marketing issue. That is an outward-facing piece for consumers, but for it to be real, for it to be authentic, for it to be practicable, and for it to work, conscious consumerism has to be much more than a marketing or communications platform. It has to come from what its name implies—a new, more evolved consciousness that works not just for the corporate good, but for the global good.
There is a pile of garbage the size of Texas floating in the middle of the ocean. That is a fact. Can you reduce that by changing your marketing program, or by teaming up with celebrities?
No. You have to simultaneously change attitudes and change behaviors. You have to fundamentally change the work. And the way the work is done.
You can find Patrick on Twitter @hanlonpatrick.
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