1. Maddy Wright
mcgarrybowen Internship Application
The Next Big Thing:
brands with values
2. as a millennial,
I’m probably your target market for a lot of products.
As a testament to my planning & strategy skills (in
training), here’s an outline of what I believe is going
to be a big factor for brands over the next few years.
2020
2017
2021
2014
2018
2016
2019
2015
2013
3. people are starting to realize
we don’t like people who lack
values so why would we be OK
with brands that do?
5. who’s good?
For every pair of shoes Toms sells, they
donate a pair to a child in need.
The One for One program is more than
a charity project, it’s engrained in the
company’s DNA.
6. who’s honest?
Method aspires to make products that
work without toxic ingredients.
The company works to be eco-friendly,
“clean”, effective, and safe.
7. who’s bold?
In addition to Ben & Jerry’s local
Vermont farming initiatives, the brand
launched the “Get The Dough Out”
campaign to urge Congress to overturn
Citizens United.
8. how are they related?
It doesn’t matter if a brand does good or just is good,
as long as it has substance & purpose.
Brands need values.
9. the evidence is clear
“When 90% of people when given a choice between
two otherwise similar brands will choose the one
that supports a cause, we have the leverage we need
to change the fundamental nature of capitalism.”
Ryan Scott, CEO of Causecast
10. brand values aren’t a new concept
Newman’s Own has been donating all of its profits to
charity since it was founded in 1982.
11. but we’re seeing serious results.
Method, founded in 2001, is now worth
over $100 million.
12. what does it mean?
Not being evil isn’t enough to keep consumers buying anymore.
Millennials want brands that have their values at the core of
what they do, not just as CSR side projects.
make brands with purpose.
