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Sightings

Shared Purpose

Sightings about your audience as co-creators.

Sightings from the Field

Jessica Long
Chief Empowerment Officer

Forbes highlights a trend in gender-targeted brands that are aligning with  socio-cultural conversations relevant to their customers. Especially appreciated this quote from a marketing executive:  “Brands must first look at their mission statement and ethos to ensure that the messaging they want to deploy aligns with their core. Consumers can sense when something isn’t authentic and it will instantly set up the brand for unwanted backlash.”

It's Time To Redefine Masculinity
As we push for that change, brands have the power to not just play a role in the cultural conversation, but to help shape it.
Forbes
Jessica Long
Chief Empowerment Officer

One way co-creation and shared purpose can show up between brands and customers is through supply chain transparency. It's interesting to see how blockchain can make it possible to offer supply chain information directly to the customer as they shop, with very little friction. We're curious to see how this data-driven conversation between brands and customers evolves, and excited to see the customer-to-farmer tip option facilitated by this tech!

IBM Launches Blockchain Food Tracking Network, Joined by Retail Giant Carrefour
Albert Heijn, Holland’s largest supermarket chain, has revealed it is using blockchain for its own-brand “sustainable” orange juice’s supply chain.
Cointelegraph