Featured Entry in Marketing

Conspicuous Nonconsumption

Want to connect to the green consumer? Help them stand out. I recently listened to the Freakonomics podcast “Hey Baby, Is That a Prius You’re Driving?” and it got me thinking about consumption, specifically conspicuous nonconsumption, or conspicuous conservation. Call it what you want, the green consumer wants you to know they’re a good person–and that’s an insight that businesses can leverage to help change consumer behavior for the better. Sustainable brands often try to blend ...

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Want to Keep Up with Women?

I grew up in a 1970s household where it didn’t matter that I was six years younger than my brother—or that I was a girl. Our parents treated us the same—whether we were skiing, biking, swimming, doing chores, getting into trouble, or doing whatever else came our way. There were no easy ways out because I was a girl, nor would I have wanted any. My favorite color was, and still is, blue. As a kid, my ...

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6 Questions to Ask Yourself Before You Write That RFP

It's remarkable how many things in life become standard issue, despite a total lack of quality or effectiveness. We accept them, even implement them ourselves because they're easy. Or they're simply the way things have always been done. Airplane seats, banquet food, Congress, your uncle's inappropriate jokes at Thanksgiving. They are what they are. They elicit groans. Yet, they don't change. They are part of the life we accept. The marketing version of this is ...

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