Archive for the ‘Causes, Cause Marketing’ Category

Free the pigs … and, give me some guac on my beef burrito.

September 15, 2011

Punch line: Chipotle Chipotle has contributed more than $2 million to initiatives that support sustainable agriculture,

It’s latest effort: an animated video featuring Willie Nelson’s cover of Coldplay’s “The Scientist” that highlights the importance of a sustainable food ecosystem.

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Excerpted from brandchannel.com, “Chipotle score sustainable hit with Willie Nelson’s Coldplay cover”

Featuring a cover of Coldplay’s The Scientist by Willie Nelson, the two-minute animated short, “Back to the Start,” follows a farmer who turns his family business into an industrial animal factory, but sees the light and reverts back to a more sustainable approach…

Available on iTunes, this song sells for 99 cents, with 60 cents going toward the Chipotle Cultivate Foundation, which supports family farms, and is sponsoring the first Cultivate sustainable food festival, a free event uniting “food, farmers, chefs, thought leaders, and musicians.”

To date, Chipotle has contributed more than $2 million to initiatives that support sustainable agriculture, family farming and culinary education including: The Jamie Oliver Food Revolution, the Lunch Box, the Nature Conservancy and Veggie U, Niman Scholarship, Culinary Institute of America, The Land Institute, and FamilyFarmed.org.

Edit by KJM.

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“Slacktivism”: I care a lot … but not enough to get off my butt or open my wallet.

September 12, 2011

Punchline: “Slacktivism” is a term that caught our eye.

Slacktivism characterizes a trend of consumers’  behavior …  supporting an issue or social cause through small – sometimes very small efforts on social media.

Cynics suggest that this is not enough, and that true engagement is needed to make a social  impact.

Really?

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Excerpted from Wikipedia, “Slacktivism”

Slacktivism describes “feel-good” measures, supporting an issue or social cause, that have a limited effect …

Slacktivist activities tend to require minimal effort, but may include:

  • signing Internet petitions,
  • joining a community organization without contributing to the organization’s efforts,
  • copying and pasting of social network statuses or messages, or
  • altering one’s personal data or avatar on social network services.

While there is limited behavioral research behind this activity, the general perception is that consumers engage in this behavior 1) to feel satisfaction about helping a cause, or 2) to present themselves as socially benefiting people to other social networkers …

The Joint United Nations Programme on HIV/AIDS describes the term “slacktivist”, saying it “posits that people who support a cause by performing simple measures are not truly engaged or devoted to making a change“.

Edit by KJM

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