Good is good. The second major innovation opportunity for 2007 comes from doing good works. We’ve reached a time when consumers have lost faith in our institutions to do right by the world. Yet, rather than give in to despair, people are reaching out to help others around the globe the best and simplest way they know how — through consumption capitalism.
Products with purpose have great selling power — so long as that purpose is real and the company lives up to its promises. (With the amazing transparency available these days, remember that consumers will check up on you, and if you’re cheating, they will let everyone know.)
This is a time of optimism and outreach, when we believe that, as bad as the problems of the world may be, a better future is within our grasp. And products like Ethos water (from Starbucks, my favorite editor) and (Product) Red enable us to help create that future.
It’s not enough to simply donate a portion of the profits to charity. When you think about good is good, challenge yourself to build a better business model. Match the brand idea to the brand ideals. Make an impact. Do good works. Don’t wait.
