3×30 Webinar: Look Up

4 Mar 2015 by

To introduce Ci’s new webinar series 3×30 our CEO and Founder, Kierstin De West, was joined by Headspace’s Co-Founder Rich Pierson to discuss ‘Look Up’ – the shift in consumer’s relationship with technology and our desire to connect to what is authentic, real and meaningful in our lives.

Missed out? Watch the recording below.



Click here to download the supporting editorial about Look Up.

3×30 is a 30 minute webinar series covering key trends in the cultural shift to sustainability, and what this means for brands. There will be 3 each season.

Would like to join us for the next one? Please send us an email, and we’ll put you on the list.



The Purpose Economy: Our Desire for Conscious Consumption and How Brands Can Respond
The Purpose Economy

26 May 2014 by

Consumer behaviour has shifted towards a desire for more conscious consumption People are looking for products and services that go beyond transactions, and have purpose. In fact, according to the SHIFT Report, 73% of consumers say that a higher purpose in life is meaningful to them.

This Purpose Economy, as spotlighted in Aaron Hurst’s latest book, “The Purpose Economy: How Your Desire for Impact, Personal Growth and Community Is Changing the World,” is about more than just profits; it’s also about creating meaningful impact in service of people and the planet. 

Brands will have to innovate and adjust their practices in order to meet this desire. The thought leaders and innovators -including start-ups and accomplished business veterans – have begun to do so.

“Thingful” acts as a search engine for the Internet of Things. The search engine acts to enable people to discuss why and how they are using their devices and data. “Because, the ‘who’, ‘why’ and ‘where’ are ultimately far more important in The Public Internet of Things than the ‘what’.” Thingful’s objective of a search engine with community context, looks to make data more meaningful to people.


In the business to business sector,  Richard Branson, founder of Virgin Group, no stranger to creating services that authentically connect with consumers, has recently created “The B Team.” The B Team is a not-for-profit initiative formed by a global group of leaders to create a future where the purpose of business is to be a driving force for social, environmental and economic benefit.


Another great example that is fuelling the Purpose Economy is “imperative.com,” a service that “works with leaders to boost their ability to bring purpose to their teams, their community and themselves.” The platform offers three core drivers that determine what one needs to be fulfilled in their work.


With mega moguls and businesses making strides to strengthen the Purpose Economy, there is no doubt that consumers will soon be able to make meaningful choices in every aspect of their lives.

Feeling Connected: the Motivation Behind Consumers Connecting Attitudes to Actions

16 May 2014 by

In today’s ever sustainability-minded society, people are increasingly evaluating the choices they make and how these choices reflect their growing desire for a conscious, connected, thriving life. However, there is undeniably, an attitude-action disconnect.

The SHIFT Report data illustrates this gap, where though consumers want to make sustainable choices, they don’t often follow through, and do so in categories where the barriers to conscious consumption: price, time, knowledge and pressure are lower.

The top three categories people say they have already made sustainable and socially responsible choices are Food (56%), Home Cleaning (53%), and Paper Products (52%).

KIND Healthy Snacks

Green Works All-Purpose Cleaner

Seventh Generation Paper Towels

The World Economic Forum’s (WEF) “Engaging Tomorrow’s Consumer” project found that 72% of consumers surveyed around the world said they are willing to buy green products, but only 17% actually do so.

With WEF’s most recent collaboration with Effie Worldwide in establishing the Positive Change Effie Award, the two have taken a large step in bridging consumers attitude action gap. The award looks to influence marketers to engage in the cultural shift towards motivating change for the better.

The marketing that helps consumers connect attitude to action, and that will ultimately make change, taps into what motivates consumers to make sustainable and socially responsible lifestyle choices and purchase decisions.

When looking at drivers for being socially responsible, The SHIFT Report found that the one of the top motivations, at 60% of the general population, was being personally impacted or feeling personally connected to the issues. Authentic connection matters. It is something that consumers seek – for 81% of people feeling connected to family, friends and community is a top sustainability issue – and it drives behaviour changeTapping into this motivation is perhaps one of the most effective ways that a brand can authentically connect to its consumers and influence purchase decisions.

A great example of a brand who did it right was the highly praised “Smoking Kid” PSA from Thailand.

Thai PSA – Smoking kid

The advert was highly effective in helping people change their habits, garnering a 40% increase in calls to Thailand’s Quit Smoking Hotline.

For marketers to motivate behavioural change in people, and close the attitude action disconnect, they must understand what motivates consumers to actually make better lifestyle, brand and purchase choices and create a brand experience that taps into that. Feeling personally connected to the issues motivates 60% of Americans to ultimately take actions that connect to their attitudes.

Peoples’ Growing Desire for Authentic Connection: Offline and in the Real World

6 May 2014 by

The onslaught of digital communities and virtual connections in our lives has left people more connected and disconnected than any other time in history. After a decade of gorging ourselves on friending, liking, tweeting status updates, instagramming meals and snapchatting conversations – sometimes in lieu of connecting with our friends and family offline – what we are craving today is authentic human connection. The SHIFT Report shows that 81% of people listed feeling connected to family, friends and community as a top sustainability issue.

A new wave of messaging is tapping into the growing cultural and consumer desire to be more present and conscious of their lives by literally “looking up.” In Gary Turk’s recent short spoken word film, Turk asks people to spend less time connecting virtually, and more time connecting in the real world.

This film, which has now generated 15,722,683 views on YouTube, addresses the increasing trend in society of social media overload.

Turk voices a common concern that through our increased need to fetter ourselves to an online “community,” we have actually begun to feel more lonely, less attached and disillusioned by our addiction to our mobile devices.

Look Up

Recently, brands have joined the movement as well. UNICEF’s Tap Project challenges people to put their phones aside for a moment in exchange for a clean water donation. The campaign stems from the fact that our generation can no longer go for even a few minutes without checking our cell phones, drawing parallels with the larger issue of being unable to go without safe drinking water.

Coca Cola’s fictional Social Media Guard ties in the brand’s messaging of “sharing moments,” and musingly advertises a human-sized, Coke-red dog collar.

Coca-Cola Social Media Guard

Whether or not these campaigns will truly cure our addiction to mobile phones and social media remains to be seen, but the message is in line with what people are craving today: authentic and real connection with the people in their lives, i.e. Looking Up.

The Mindful Consumer

1 May 2014 by

Three years ago, Ci looked at how people who meditated differed from those who did not. We found that those who did, were more empathetic than others and far more likely to be agents of social change.

In 2014, this cultural shift toward mindfulness and the search for spiritual over material contentment has really come into its own with people looking to be to be more aware and conscious of their lifestyle habits.

From literal mindfulness – Headspace and Luminosity – to more holistic, trends such as Arianna Huffington’s third metric of success, “well-being,” we are starting to see people looking to be more aware and redefine this New Variable of conscious consumer choices.

Brands are quickly realizing this top priority care issue and looking to make changes in their products and services. Particularly quick to adapt to this has been the airline industry.

Mindful living is no longer strictly earth bound. In response to nearly a decade of increased anxieties during flights and throughout the flying process, the airline industry sees an opportunity to usher in a new golden age, one that is more mindful of its passengers and of their overall needs of a more conscious, connected lifestyle.


Luvo helps passengers “Be good to themselves,” on board Delta Air Lines  which has introduced a new line of healthy menu items from Luvo now available in the economy cabin on Delta’s transcontinental flights between New York’s John F. Kennedy International Airport  and Los Angeles, San Francisco and Seattle.


The latest idea for a supersonic business jet from Spike Aerospace involves replacing cabin portholes with windowless display screens showing a fake view in order to create a mood of elevated relaxation.


Headspace Take10 for the air are animated meditation videos available on all Virgin Atlantic flights that aid passengers on how to get some sleep, how to deal with boredom, exercises for kids, stress on arrival, & stress on a plane.

With two leading airlines having already adapted this mentality (Virgin Atlantic & Delta Airlines), other brands are already behind the curve.

Though price still remains the leading differentiator for consumers when choosing flights, anxious passengers are ready to shell out a few extra dollars for a more pleasant flight.



Is the Girl Effect Real?

23 May 2013 by

(This article originally appeared on Sustainable Brands)

I live as the sole injection of estrogen in a house full of testosterone with my husband and two young boys, aged nine and six. But suddenly I am swimming in estrogen. Coming off the back of two different client projects both of which involved global brands targeting women — one in beauty and the other in food — I’m awash in gender comparison data on what people care about today and how this aligns — or doesn’t — with their brand interactions, lifestyle choices and purchase decisions.

I’ve just digested John Gerzema’s latest book, The Athena Doctrine: How Women and Men Who Think Like Them Will Rule the Future* and Sheryl Sandberg’s Lean In, both of which are garnering sales and conversation. There’s a growing buzz about the attitude, engagement and positive impact of women in the marketplace and in society at large. But is the girl effect real?

The answer is yes. My consultancy’s research tool The SHIFT Report™ has recently launched a report called The New Variablesthat reveals a significant difference in how women and men rate CSR and sustainable life issues. Women are driving The New Variables that are defining success and driving lifestyle choices, purchase decisions and brand relationships — integrity, authenticity, community, connection, consciousness, social responsibility or, as The Athena Doctrine describes, the characteristics and traits that are typically identified as feminine.

After surveying 64,000 people in thirteen countries and in-depth interviews worldwide, Gerzema and his award winning co-author Michael D’Antonio conclude: The world would be a better place if men thought more like women. This fantastic book, at which I was privileged to get a sneak pre-launch peek, outlines the case for “How feminine values can solve our toughest problems and build a more prosperous future.”

According to The Athena Doctrine. “This marks a global trend away from the winner-takes-all, masculine approach to getting things done … men and women alike are recognizing significant value in traits commonly associated with women, such as nurturing, cooperation, communication, and sharing.”

Why are women driving The New Variables? As The Athena Doctrine shows, “Femininity is the operating system of 21st century prosperity.” Athena might even argue that women are defining The New Variables.

The New Variables report launches at an appropriate time — in the middle of growing chatter about the opportunities and implications of the women, business and positive impact trifecta.

The SHIFT Report reveals that over the past five years, across both the general population and demographic groups, there is year-to-year consistency in the hierarchy of what’s important to people today: sustainable life and CSR issues. Those issues that fall into the Personal, Social and/or Spiritual Sustainability Pillars are consistently the most important to people and those that are exclusive to the Environmental Sustainability fall at the bottom of the hierarchy.

For example, for 89% of respondents, “feeling connected to my friends, family and community” is an important sustainability issue, according to The SHIFT Report’s 2012-2013 study of 5,000 general population adults aged 18+ across the US and Canada; “Fair Trade: how the workers who make the products and services I use are treated fairly” is an important sustainability issue for 72%. Global warming is an important sustainability issue for 50%.

However women are significantly more likely than men to rate all sustainability and CSR issues as important.

Across all pillars women are more attitudinally engaged then men according to The SHIFT Report. 93% of women say that a Balanced Life is important versus 85% of men. 90% of women indicate that Feeling Connected to my Friends, Family and Community is important versus 79% of men. One of the biggest differences is the importance of Nurturing Personal Relationships versus Material Possessions; 84% of women state this is important versus 69% of men.

Attitude is one thing, and action is something quite different. The goal for marketers and the brand experiences they create is to align the two. Women are already more likely to align attitudes about what’s important with action then men are. The attitude-action gap is smaller, and more likely to close, with women.

There is indeed a girl effect

In addition to higher attitudinal engagement, women are more behaviorally engaged with sustainable life and CSR issues, according to The SHIFT Report. Women are significantly more likely to connect attitudes with action when it comes to making sustainable and socially responsible lifestyle choices and purchase decisions. Across all consumption categories from food to automotive to financial investments and more, women are on average 12% more likely than men to have already made sustainable and socially responsible lifestyle choices and purchase decisions.

It appears that not only is the girl effect real in lifestyle choices and purchase decisions, the qualities that are driving the girl effect are increasingly important in personal, social and business success.

Why is this happening now? What does this mean from a business and brand perspective and will certain categories benefit more than others?

Darcy Winslow, founder of sustainability consultancy DSW Collective, has some knowledge of this. Darcy tenured twenty-plus years at Nike where her roles included leading Nike’s Global Women’s Fitness Business and as senior advisor to the Nike Foundation, which seeks to empower disadvantaged girls, ages 10 to 19 years, through poverty alleviation and creating economic livelihood opportunities.

“It’s so far beyond the tipping point, that you can’t ignore it — the role that women are playing” in driving these New Variables, says Winslow. “What business or sector wouldn’t benefit from that and from a greater sense of well-being? Look at professional sports. Look at the military.”

So do women lean in and embrace what has been described by Sandberg as how men typically behave in business to their benefit, or do they embrace their feminine characteristics as a tool for success? There’s no one-size-fits-all, but I’d hazard a guess: It’s a balance of the two.

*All proceeds from the sale of The Athena Doctrine go to the United Nations Foundation’sGirlUp campaign. You can help raise awareness for this foundation by Tweeting this message. For each Tweet or RT a $1 donation will be made to the Girl Up Campaign. You can also share on Facebook or LinkedIn.

The Happiness, Sustainability and Brand Equation: 3 Rules for Results

24 Apr 2013 by

By Kierstin De West (This blog originally appeared on Sustainable Brands)

The topic of happiness is exploding, with growing conversations locally and globally on happiness as a goal, a brand-positioning opportunity, and a metric of success in marketing, political and cultural arenas over the past two years. Brand and marketing leaders are obviously paying attention as there’s been a steady increase in brands’ positioning around, and promises to deliver, happiness to their consumers and the culture in which their business operates.

“Happiness” is an important and potentially game-changing opportunity in which brand and marketing leadership can — and should — engage, strategize and execute, but there are several key steps to ensure any human and financial marketing resources invested show a return.

Instead of brand and marketing executives jumping on the happiness bandwagon due to its current popularity, we need to understand what customer experiences and concerns lead to happiness while looking at quantified metrics that reveal where this insight authentically aligns with the brand and brand experience. The movement around happiness is not a trend and shouldn’t be viewed as such. It is instead an indicator of the cultural shift to sustainability andThe New Variables™ that characterize this shift. The New Variables guiding people’s lifestyle choices, brand relationships and purchase decisions are: authenticity, integrity, community, connection, consciousness and social responsibility.

What do happier people care about?

The people who are happier with their lives overall care most about sustainability and CSR issues than those who do not, according to The SHIFT Report’s 2012-2013 survey of 4,000 Americans and 1,000 Canadians. The quantitative data in this free report — a preview of The Brand Happiness Index™ — reveals that those who are the happiest are significantly more likely to feel that sustainability and CSR issues — across all of Consumers’ Four Pillars of Sustainability™ (personal, social, environmental, spiritual) — are more important than those who are not very happy. This includes CSR issues such as community connection and engagement, climate change and having a higher purpose in life. This quantitative research mirrors SHIFT’s cultural and qualitative research.


Can some brands enable happiness more than others?

While brands from Coca Cola and Jet Blue to Domino’s Pizza and Best Buy are packaging and promising happiness, some brands will be more successful in enabling happiness than others. The SHIFT research reveals that brands that stand for more meaningful values and connect with what consumers care about today are more likely to have happy consumers than brands who package and promise happiness when it’s not a cornerstone of their brand DNA. These brands are less likely to enable happiness in their consumers.

For example, the Report finds that 32% of regular Seventh Generation consumers are very happy versus 20% of regular Tide consumers. 31% of weekly Whole Foods customers are very happy versus 21% of weekly Safeway customers.

An initial response to this finding is that the Whole Foods/Seventh Generation customer is likely a wealthier customer, and therefore more happy. However, while higher incomes do equate to higher levels of overall happiness, this plateaus at $75,000, according to research by Economist Angus Deaton and psychologist Daniel Kahneman. 

The SHIFT Report shows that across income groups and not just for those with higher household incomes, brands that stand for more meaningful values are more likely to have happy consumers.




What are the implications of the happiness chatter for brands today? 

A dozen or so years ago, I was at the Account Planning Conference in Miami where I attended a great workshop run by On Your Feet, in which one workshop volunteer sat on the “Hot Seat” and assumed the personality of a brand nominated by the group, while others tossed both silly and strategic questions their way. I took the Hot Seat as Levi’s, during a time when the brand was knee-jerk responding to the latest trend without any confident, central consistency of what it stood for. With every question, I answered something along the lines of “I don’t know. Whatever you think is cool.” At this point, Levi’s was going through a tough time— sales were tanking, factories were closing and lay-offs were happeningthey had not authentically connected with what their customers cared about. Shortly after came Flat Eric— a character created for Levi’s commericials by advertising agency BBH — with a cool, relevant, confident and consistent brand experience that led the way, and didn’t knee-jerk respond. Flat Eric became a cultural phenomenon and things improved for Levi’s.

Regardless of subject area, a knee-jerk response by a brand is never a good thing if you’re looking for authentic consumer (and other key stakeholder) engagement and trust, and the market and shareholder value that requires these two elements. In the current consumer, cultural and marketplace landscape of The New VariablesTM, these elements are even more important. Doing a “happiness” campaign in a silo because it’s trending well — without looking at what people care about today, what is important to those that are happy versus not, and how this authentically aligns with your brand experience — won’t deliver results. Without this strategic analysis, as simple as it is, companies lower their chance of brands delivering a return on their “happiness” marketing investment.

How to use consumer happiness to drive results

Here are three rules for looking through the lens of happiness to engage your customers, grow your audience and drive market share and results in the cultural shift to sustainability and CSR:

Rule 1) Big Picture:
Take a big-picture understanding of happiness and what kind of experiences, issues, cares and concerns lead to happiness

Rule 2) Look at Your Audience
Drill into and understand what makes your audience happy, where the lines and significant differences are between them and the general population. Do the same thing for micro-targeted consumer groups in your overall audience.

Rule 3) Alignment
Determine where the alignment points are between what your brand authentically stands for, the overall brand experience pipeline and the cares, concerns, experiences and sustainable life issues that lead to happiness. Your products may taste, feel and cost the same as your competition but enabling happiness can be a competitive advantage, if it’s done right.

Happy consumers that will engage with, buy and evangelize your brand are the result of not just understanding happiness, but authentically linking your brand to your CSR initiatives to gain competitive advantage and market share.

Two Words: Alignment and Authenticity

20 Apr 2011 by

My new column for Greenbiz which will feature exclusive SHIFT Report data, launched this week with cool infographics on political affiliation and sustainability. Here is the article:

I was recently at lunch with two friends, one of whom brought her husband. After the couple departed, I found myself apologizing to my other friend for the husband’s rude behavior, the mildest part of which included leering gestures at the waitress and comments that don’t need to be repeated.

“Don’t worry about it,” he responded. “I always try to focus on the points of alignment with someone. There’s always something. And once I found them, it was an interesting conversation where we were both engaged.”

Alignment is crucial.

As businesses seek to define and tell their sustainability story in the landscape of shifting consumer values — which they must do in order to be culturally relevant — there has been significant focus on environmental issues where there is less likely to be alignment and which aren’t necessarily the most important to some people.

Sustainability (a word so overused, misused and abused that I’ve started calling it the S-Word) is about the issues that lie underneath it. These are a collection of issues that include but go beyond green and include personal, social and spiritual sustainability issues.

This was uncovered both qualitatively and quantitatively in our market intelligence tool, The SHIFT Report. These sustainability issues are important to mainstream consumers in varying degrees. However, across most consumers groups — from either a brand consumption, activity, demographic, lifestyle or political point of view — green issues are not necessarily the most important ones. They are significantly surpassed in importance by social and personal sustainability issues: community connection, fair trade and employee treatment. These are areas consumers feel personally affected by or connected to, and represent two key motivations for caring about brands and companies.

People aren’t waking up across the globe declaring, “I want a green life.” Rather, they are waking up saying that they want a connected, conscious, thriving and sustainable life (though they don’t necessarily use those words). Brands and their storytellers need to understand this in order to define and tell their stories and engage consumers in conversations. As one respondent put it during one of our focus groups, “How can we take care of the environment if we can’t even take care of ourselves?”

Environmental sustainability is crucial, but it’s not the only piece of the puzzle. Green needs to be looked at in the context of other sustainability issues, not in a silo. Green may turn out to be the best color of a brand’s sustainability message, but it might not be.

Unless brand manager focus on the issues that define a brand and determine which issues authentically align with their initiatives and audience, they risk making misleading claims, not connecting with their audience and potentially alienating others. When brand managers targeting a diverse global or national audience look primarily at environmental issues without interconnection and context to broader sustainability issues, the result can be a brand experience that doesn’t bring disparate and diverse audiences together, but keeps them apart. Looking at green in a silo doesn’t reflect a big-picture understanding of the cultural shift to sustainability, in which people are redefining the criteria by which they make lifestyle choices, purchases and brand decisions, It misses the forest for the trees, and in doing so can also reinforce sustainability myths, such as that those on the political left are more engaged with sustainability than those on the political right.

Indeed, looking at political parties in the U.S. and Canada and how voters connect with sustainability issues is a good way to assess brand alignment within a mass and diverse mainstream audience. For Republican and Democrat voters (or, in Canada, Conservative, Liberal, NDP and Green Party voters), alignment is not necessarily around environmental issues, it’s around all the other issues: schools, housing security, health care and general well-being. This bigger-picture, interconnected approach doesn’t minimize the importance of environmental sustainability. But it delivers on its importance in a different way.

Let’s take look at two social sustainability issues where there is alignment across a diverse audience: community connection and supporting locally based business, which are themselves interconnected. With the support of local business and local economies, the environment becomes the beneficiary (such as lower greenhouse gas emissions) rather than the direct strategy. Environmental sustainability issues are supported, but they are a direct result of focusing on key areas of alignment across a diverse audience: buying local and supporting locally based business.

Thus, brands — political or otherwise — that speak to a diverse audience have two key words to keep in mind when telling their story in a culture of shifting consumer values: authenticity and alignment. What can they authentically talk about given their initiatives around sustainability? And where do these internal sustainability truths align with their diverse audience?

Determining the sweet spot that aligns these truths will uncover opportunities that deliver on business priorities to drive positive change and business success.

Impact of Political Affiliation on Connection with Sustainability Issues and Motivation
Impact of Political Affiliation on Connection with Sustainability Issues and Motivation

20 Apr 2011 by

Inspired by The Visual Miscellaneum’s Left vs. Right Political Spectrum, we thought we’d take a dive into The SHIFT Report and see the impact of political affiliation on connection with sustainability issues and motivation. It is interesting to look at the issues where the parties diverge (environmental), where the more right wing views push ahead (spiritual) and where they are quite close together (social + personal).

Are People Who Meditate the Top Social Change Agents?
Are People Who Meditate the Top Social Change Agents_ 1

7 Mar 2011 by

Image Credit: www.fronteerstrategy.com

Do you meditate?

A few weeks ago, the New York Times Article “How Meditation May Change the Brain” by Sindya Banhoo in the “Well Blog” garnered 590 comments and was number six on the list of most emailed articles that week. I became curious about people who meditate every day versus those who do not and wondered:

Are they more likely to be the agents of social change? Are they more empathetic towards brands that make an effort to be socially responsible?

How did people who meditate every day measure up against the general population in terms of:

  • How important key sustainability issues are to them.
  • Sustainability attitudes- action disconnect
  • Are meditators more or less likely to feel the brands they engage with are socially responsible?
  • Are daily meditators more or less likely to be motivated by altruism to care about these sustainability issues?
  • Are they more or less motivated by fear and how do they compare to those who never engage in meditation or prayer?
  • Does the increased empathy that comes with meditation (as some of the research noted in the article suggests)  carry over to their brand relationships?

Diving into the database (n=5000, general population) from The SHIFT Report‘s annual quantitative study and SPI segmentation update, I looked at people who engage in meditation or prayer every day across a few areas of the study: sustainability issues, motivation, sustainable consumption categories and perception of brands as socially responsible. Here are the results:

Overall, those who meditate are more likely to rate the sustainability issues as important,  There’s no surprise that this would ring true for some of the issues that fall into the spiritual sustainability pillar. Those issues that fall into the environmental sustainability only show the least difference.

Q: Please rate the importance of the following issues associated with sustainability as they relate to you

Are those who meditate daily actually living their values with lifestyle choices and purchase decisions that deliver on social change?

The attitude-action disconnect is an unavoidable truth for everyone. Hey, we can’t all be like the folks in Portlandia. It turns out that those who meditate every day are more likely to be making sustainable lifestyle choices and purchase decisions than those who don’t, showing that they are more likely to be turning their sustainability attitudes into actions.  Note to Social Innovators and NGOs – Start a ‘get meditating’ campaign (and go beyond green).

Q: Which of the following areas of your life have you already made sustainable lifestyle choices and purchase decisions?

If people who meditate are more empathetic, according to the research published by Psychiatry Research: Neuroimaging cited in Banhoo’s article does that empathy extend to brands?

Those who meditate or engage in prayer every day are more likely to want to know about the socially responsible behavior of brands whose products and services they buy: 73% versus 67% of the General North American population.

Here I selected a few brands from the study to look at. The first chart is clustered together a bit loosely, but with three groupings in mind and some overlap between them: competitors, those that spent consumer marketing $ on telling their sustainability story (authentic or otherwise), those that have sustainability ‘equity’ but didn’t spend significant consumer marketing $ telling their sustainability story.

Here we’ve sorted the brand list in a different way, ordered by perception as socially responsible. Those that North Americans (general population) feel are the most socially responsible sit at the top.

Me or We? Are meditators altruistic or are they equally motivated to care about sustainability issues by self-serving generosity as the average person?

Overall those who meditate are more motivated overall to make socially responsible lifestyle choices and purchase decisions and we can see that engaging in meditation or prayer leads to deeper motivation when looking at the differences between those who don’t ever, the general population and those who everyday.

Q: Please rate how motivating each of the following are in your interest to make socially responsible lifestyle choices and purchase decisions.

(Full disclosure: I meditate daily. )