The Next Big Thing:brands with values

Maddy Wrightmcgarrybowen Internship Application

I’m probably your target market for a lot of products.as a millennial,

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.

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people are starting to realize

we don’t like people who lack values so why would we be OK

with brands that do?

Brands with values can be split into three categories:

good honest bold

who’s good?

The One for One program is more than a charity project, it’s engrained in the

company’s DNA.

For every pair of shoes Toms sells, they donate a pair to a child in need.

who’s honest?

Method aspires to make products that work without toxic ingredients.

The company works to be eco-friendly, “clean”, effective, and safe.

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.

It doesn’t matter if a brand does good or just is good, as long as it has substance & purpose.

how are they related?

Brands need values.

“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

the evidence is clear

brand values aren’t a new conceptNewman’s Own has been donating all of its profits to

charity since it was founded in 1982.

but we’re seeing serious results.

Method, founded in 2001, is now worth over $100 million.

what does it mean?

Millennials want brands that have their values at the core of what they do, not just as CSR side projects.

Not being evil isn’t enough to keep consumers buying anymore.

make brands with purpose.

other brands are catching on.

mcgarrybowen is already on its way

next step: