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jpeischel

top of mind marketing google plus and a data breach

Google Plus Calls It Quits After Data Breach

By | Social media | No Comments

Google has finally thrown in the towel on Google Plus. No surprise here. Google launched their social media application in 2011 to compete with Facebook and it never really gained traction. By 2018, Google Plus was little more than an afterthought. But you really have to wonder why all those smart people at Google couldn’t make this work. They’re calling it quits after a data breach.

What were those circles all about anyway?

When Google Plus came out, we created accounts and gave it a try, but it wasn’t fun because, well, no one else was using it. No one really engaged. Apparently 90% of user sessions lasted fewer than five seconds. Compare that with addictive sessions on Facebook, Twitter or Instagram.

But there’s more to this story than just an application that no one wants to use

Google chose to sunset Google Plus over an issue with bigger implications. According to The New York Times, “security vulnerability exposed the private data of some 500,000 users.” Google didn’t tell us about the application’s security issue when it was discovered because it didn’t appear that anyone had gained access to user information, and the company’s Privacy & Data Protection Office decided it was not legally required to report it.

If you’re not paying attention, data security has become a very big deal

The decision to stay quiet raised eyebrows in the cybersecurity community, as it comes against the backdrop of relatively new and stricter rules in California and Europe that govern when a company must disclose a security episode.

Up to 438 applications made by other companies may have had access to the vulnerability through coding links. Outside developers could have seen user names, email addresses, information about occupation, gender and age. They apparently did not have access to phone numbers, messages, Google Plus posts or data from other Google accounts.

Google was concerned about damage control

Now, according to The Wall Street Journal, a memo prepared for senior executives by Google’s policy and legal teams warned that disclosing the problem would expose the company’s vulnerability and invite regulatory scrutiny. CEO Sundar Pichai would likely be called to testify before Congress in the same way that Facebook’s Mark Zuckerberg did after its security breach. Google had planned to announce the disclosures, but moved up the announcement date when it learned of The Journal’s article.

In May, Europe adopted new data protection laws that require companies to notify regulators of a potential leak of personal information within 72 hours. Google’s security issue occurred in March, before the new rules went into effect. And yes, this applies to Google—it’s a global company.

California is getting serious about information accountability

California’s strict new privacy law goes into effect in 2020. In the event of a data breach, consumers can sue for up to $750 for each violation. It also gives the attorney general the right to pursue companies for intentional privacy violations.

What’s next? A hearing about whether tech companies are filtering conservative voices in their products. The Republicans are going to be all over this one.

top of mind marketing free stock images

Cool Free Stuff: Stunning Stockphoto Images

By | content marketing | No Comments

Anyone who’s worked in print or electronic media—which is pretty much everyone these days–knows that finding good stockphoto images is a challenge. I find myself on a mission every week looking for authenticity–images that feature real people doing real stuff. I avoid those shots of insanely beautiful white people posing for the cameras. We’re a multiethnic community, so I also need images that reflect diversity as I enjoy my stunning free stock photo images!

Happily, we may be getting closer to sunsetting the uninspired stockphoto images we’re accessing now. Kudos to those who are taking stunning pictures 24/7 and sharing their work. Take a minute to thank them–each site provides the opportunity when you download your free stockphoto images.

These are some of the free stockphoto sites.

  1. Pexels. An extensive, free collection of beautiful, high-quality stock photos. Includes a useful feature that presents similar photos to the one you’re reviewing.
  2. Unsplash. A handy search bar to find exactly what you’re looking for. Take a look at the Collections of photos, such as Green, Workplace, Minimal, etc. This feature can help you identify a large collection of images at once.
  3. Pixabay. High-quality vectors and illustrations as well photos. Pixabay makes it easy to make a small donation to the artist by buying them a coffee.
  4. Stock Vault. A large collection of free textures work as backgrounds for text-based Instagram posts. 100% free; noattribution necessary for any images you find on the site.
  5. Burst by Shopify. A great source for free Instagram photos. An ecommerce platform, Burst hasbusiness-related stock images to help you create better social-media campaigns, websites and marketing materials.New images added every week.
  6. Gratisography. An especially great photo source if you run a travel, nature, or animal-related Instagram account. New photos are added weekly. Use them without attribution.
  7. Death to the Stock Photo. You need to become a member to access this highly curated selection of images, but you can still do this for free. Premium photos, videos, graphics, and media downloads. You’ll only get a certain selection of images per month at the free membership level.
  8. Foodie’s Feed. Professional-quality food pics for foodies. These images are stunning, though the quantity is limited. Use these to supplement your own food images.
  9. StyledStock. Think female entrepreneur vibe for your Instagram feed or blog. Collection is small, but quality is high.
  10. FreePhotos. A mix of both free and paid content, but a good selection of quality free photos. Easy search by category.

The photography is clever, creative and original

These sites are a big step up from traditional stockphoto sites. Drawbacks? For one of my clients, I need to find blog and social images every week for a  demographic that is laughingly underrepresented on these sites—those 40 and older! Also missing are business photos showing job variety. These sites also don’t have huge volumes of images. But key in your search word and see what happens. They’re well worth the effort–the images are beautiful.

Do you need help with your marketing? Contact Top of Mind of Mind Marketing @ 510.292.1843. We’re writers, strategists and internet marketing experts.

top of mind marketing creating a personal brand will set you apart

In an Era of Personalization, Creating a Personal Brand

By | Marketing Tips | No Comments

Brand is something we used to talk about all the time. Though it may not dominate conversations anymore, its importance has never diminished. But the brand conversation has evolved. It’s grown from the way your company is perceived to the way you, the owner, are perceived. In an era of personalization, you also need to create a personal brand.

So how is a personal brand different from your business brand?

According to Amazon’s Jeff Bezos, “Your brand is what people say about you when you’re not in the room.” With the advent of social sites, personal branding has become a fundamental part of the landscape. A personal brand is how you present yourself to the world. Separate from your company brand, it should also complement it.

Oprah may be the goddess of personal branding

Oprah’s continually building equity in her brand, estimated at $2.5 billion. She has always stuck to her core competency: Challenging her millions of viewers to live the best lives possible by understanding their potential. By being true to herself, Oprah has inspired millions to be their best selves. And really, how can you not love Oprah?

Think of Richard Branson: Smart, rich and wildly successful–a great personal brand

Richard Branson is one of the most visible, successful and well-known men of our era. He has stayed true to his core values, seeking adventure and taking some big-time risks. By being himself, he has often done exactly what other business leaders cautioned against. He’s not afraid of crazy publicity stunts like dressing as a flight attendant for a competing airline. His unorthodox style and commitment to his passions have helped him create a powerful personal brand. “Too many companies want their brands to reflect some idealized, perfected image of themselves. As a consequence, their brands acquire no texture, no character and no public trust.” You have to hand it to Branson–this formula has worked well for him!

Humanizing your brand builds trust

Particularly for small businesses, putting a real, human face to a brand name helps develop the loyalty and trust that are fundamental to building relationships. Think about your website, specifically your Aboutpage. Does it tell a story about you? This is where we go to find out about the people with whom we’re going to be meeting, talking or potentially working. We’re looking for something special; something personal that elevates the person we’re going to meet. We’re also seeking commonality–shared interests and/or passions that will help us feel connected—it could be anything–sports, gardening, biking, hiking, travel, schools, our kids’ activities or our pets.

It’s not enough anymore to create a company brand

Our social channels have forever changed the landscape. With phones as our constant companions, people are now sharing their lives online. For many, it’s way too much of their lives. There is a need to constantly be proving that we lead impossibly busy, fascinating lives. Think about the information you’re sharing across your social channels. Your online narrative should be consistent with how you want people to think of you.

Do you need help developing your brand? Contact Top of Mind of Mind Marketing @ 510.292.1843. We’re writers, strategists and internet marketing experts.

Data Drives Rebranding Effort for Ecommerce Site

By | Internet Marketing | No Comments

Marketing is not an exact science. Despite all of our experience and great instincts, some things just don’t work. We need to be prepared to make adjustments and try something new. Fortunately, for one ecommerce client, we have Google Analytics data to help us make informed business decisions. Data is helping us drive a rebranding effort for his ecommerce site.

We optimized his website a year ago. We did keyword research, then updated every product description, caption and alt tag field using these keywords.

Google Analytics reports and competitor research helped us decide to rebrand

The data from Google Analytics (GA), the web analytics service that tracks and reports website traffic, has helped us make an important business decision to rebrand. We’re moving away from our current sustainable, organic ethos and stepping up  to a more dramatic, sophisticated approach to the way we present our entire product line.

Project plan includes updating website and entire photo inventory

Our project plan includes photo editing our entire inventory and updating our website with a new color palette. We’ll need to revise our social sites and our MailChimp template to showcase our new focus. We plan to be more aggressively using our social channels, tracking our efforts and learning from them. We will be creating personas–our ideal clients—what they look like and how they spend money. Our project plan includes Facebook advertising (PPC), which we’ll manage closely. We may ultimately reach a completely new audience, including commercial rather than just our current residential clients.

Google Analytics rolled out in 2005, and it keeps getting better

The information that GA delivers in real time is critical for companies that want to measure the effects of their marketing campaigns. Our report tells us our visitors are coming mostly from Google, how long they’re staying on each page and what paths they’re taking through the site.

The good news and the bad

  • Our bounce rate is fairly good—under 50%, which means that our users are staying on the site for up to two minutes before “bouncing” off.
  • Users are drilling down through several layers of pages on the site.
  • Despite the growing use of mobile, the majority of our visitors are coming from desktop computers.
  • Even with increased traffic, most of our users are new—not return visitors. Not good–we all want to be building a community around our products and services.

Courting returning online shoppers to create community

Shoppers know that we rarely buy on the first pass. We visit, then look around to see what the competitors are offering. We may/not return to purchase that original item. But if we like that site, we bookmark it and return. We want to court that shopper.

Google Analytics: A free tool to help track your digital marketing effectiveness

Think of your website as command central. Social posts, email blasts and other activity should drive users back to your site. Your website, then, measures the effectiveness of all of your digital campaigns that promote your products/services.

Do you need help using Google Analytics to evaluate your marketing efforts? Let’s talk! Contact Top of Mind Marketing. We’re writers and internet marketing experts.

top of mind marketing germans outlaw FB ads

German Regulators Outlaw Facebook’s Ad Business

By | PPC Advertising | No Comments

Things keep getting worse for Mark Zuckerberg. Facebook’s lucrative advertising model ($1B/quarter) relies on tracking its 1 billion users across the online space. Facebook collects data about where we shop and what we buy. But now Germany has outlawed Facebook ads.

Privacy advocates argue that Facebook isn’t transparent enough about what it does with the data.

Germany’s antitrust regulator has ruled that Facebook is exploiting consumers

In an important move that has implications for Facebook ad users worldwide, Germany agrees. Its antitrust regulator, the Federal Cartel Office (FCO), has ruled that Facebook is exploiting consumers by requiring them to agree to the current data collection practice as part of having a Facebook account. It has now prohibited the practice going forward.

“Facebook will no longer be allowed to force its users to agree to the practically unrestricted collection of non-Facebook data to their Facebook user accounts,” FCO president Andreas Mundt said in a statement.

Consumer “consent” is a misrepresentation

Lina Khan, Columbia Law School antitrust expert, believes that authorities haven’t done a good job of articulating why privacy is an antitrust issue. But the German regulator clarifies it. They believe that Facebook’s dominance is what allows it to impose contractual terms on users that require them to allow Facebook to track them.

The harm to users is the loss of control

“When there is a lack of competition, accepting terms of service isn’t truly “consenting”. Users are not presented with choices. They either accept the data collection or stop using Facebook.According to German regulators, the harm to Facebook’s users is the “loss of control.”

With an 80% market share, Facebook dominates the social space in Germany

Facebook had 32M monthly active users in Germany at the end of 2018, a market share of more than 80%. “As a dominant company, Facebook is subject to special obligations under competition law. Facebook users cannot switch to other social networks,” said Mundt.

Privacy and competition are intertwined

The ruling makes clear that privacy and competition are inextricably intertwined. If Facebook loses, Germany will become a test case in whether the surveillance economy is fundamental to the operation of social media.

Facebook insists that tracking makes services safer and better

The FCO believes Facebook hasn’t proven that data collection and bundling are in the best interest of every consumer and that its sites couldn’t function without it.

Facebook’s response: “We disagree with their conclusions and intend to appeal so that people in Germany continue to benefit fully from all our services.” What’s at stake? Facebook would potentially have to change how it processes data for German users. If Facebook loses the appeal, Germany will have successfully challenged the relationship between the collection of user data and the social media accounts from which that information comes.

Other Europeans and Americans well may demand they be given the same option, and there would be implications for all of us. Only the very naïve believe that it’s only Facebook that is guilty of sharing user data. Facebook’s the one that got caught.

Do you need help with your marketing strategy? Contact Top of Mind Marketing. We’re writers and internet marketing experts.

top of mind marketing optimize content with wordpress' yoast

Use the Power of Yoast to Optimize Web Content

By | SEO | No Comments

WordPress’ Yoast is a plugin that can help you optimize your website content. Yoast creates fields on the back end of your website where you can identify keywords and write metadescriptions. Metadescriptions are the little narratives that show up on search engine results pages (SERPs) right below the link to your website. You can control these, so why wouldn’t you? Think of these as little customized promo spots. Make it easy for yourself and use the power of Yoast to optimize your web content.

Yoast will help you optimize your website content

After you’ve written your landing page content or blog, scroll down to the Yoast fields and identify your focus keyword and write a metadescription. Now scroll down and see how you did. Yoast rates your effort for its search engine optimization (SEO) value and readability. Green is good. Red sucks.

Now go back and make corrections. You’ll find that this gets easier. I generally write my content, then go back and retrofit it.

  • Your focus keyword is critical.This word/phrase should be integrated throughout your page/blog. It should be in the page title, the first and subsequent paragraphs and in your subheads.
  • No keyword stuffing allowed. Beginning with the Mobilegeddon algorithm change in 2015, you now have to have something to say. Google hates it when you fill a page with meaningless keywords.

Yoast doesn’t stop with keywords; it will also help you:

  • Identify readability. For maximum understanding, we should be writing at a fifth-grade level. Yoast gives us a readability score, and most of us fail.
  • Get in the habit of using short, crisp sentences. Break long sentences and paragraphs into short, crisp ones. Use short words and subheads. Make it easy for a reader to scan your subheads; together they should tell a story.
  • Header evaluation. Yoast will let you know if your headline is wider than the viewable limit. If your title has a bunch of skinny letters, you can use more characters than if it has a lot of fatter, rounder characters.
  • Metadescriptions. These should include your focus keyword and be within 156 characters.
  • Internal links. Including an internal linking strategy on your website is a great way to encourage readers to stay on your site and drill down through your pages.
  • Images. Every page should include an image. There are four fields that are associated with each image—title, caption, alt tag and description. Fill these in and use your focus keyword.

One more thing: Search engines love long posts

Keywords are about, well, words. You can’t rank if there’s no content. The longer your posts, the greater your chances of appearing in search engines—they have more clues to identify what your posts are about. An ideal blog post should have around 1,000 words to ensure  enough keywords for ranking.

Frankly, the prospect of coming up with a 1000-word blog on a regular basis is terrifying. But do think about 300-words as a minimum standard. If you’re writing something about which you’re knowledgeable and passionate, this shouldn’t be paralyzing.

Need some help getting started? Contact Top of Mind Marketing. We’re writers and internet marketing experts.

top of mind marketing cool free tools for writers

Use Cool Free Tools to Become a Better Writer

By | Blogging | No Comments

Not a great writer? Not a problem. These cool free tools will help you become a better writer. They’ll help improve the quality of your writing and make it more accessible.

Grammarly. Upload an article and this impressive app picks up potentially embarrassing editorial mistakes. Grammarly highlights grammar, punctuation, spelling and subject-verb agreement issues. It gives you a score—mine was in the high 90s. Good. It also told me that my article could be read by those with at least a ninth-grade education. Not so good. In an earlier blog I mentioned that we should be targeting readers at a fifth-grade level.

Hemingway. This cool, free tool is named after novelist Ernest Hemingway who was all about crisp, efficient writing, the Hemingway app is an excellent tool for sharpening your writing. Paste your work into the editor, and it will automatically highlight sections of your writing; each color suggests a different type of improvement you could make.

  • Yellow–Shorten or split sentences.
  • Red–Sentences are too dense and complicated.
  • Purple–Overly complex words. Hover over them and Hemingway will suggest simpler alternatives.
  • Blue–Use of adverbs, which come across as weak.
  • Green-Use of passive voice, which is less engaging. You should be acting rather than being acted upon.

Emotional Marketing Value Headline Analyzer

Once you get past the name, and you’ll find that this tool is something you’ll want to be using on a regular basis. It’s based on the premise that we want to be reaching our audiences on an emotional level.

If no one reads your headline, nothing else matters. Here’s how this works: EMV (Emotional Marketing Value) words have “sounds tones” which produce stronger “emotional” reactions and are thus better at reaching the reader on an emotional level. The Analyzer givesyour headline a score based on the total number of EMV words relative to the total number of words it contains. The higher the percentage of EMV words, the better your headline is likely to perform.

Buzzsumo: Cool, free and a a rich source of blog topics

One of our biggest challenges is coming up with blog topics. I love Buzzsumo. Scroll through this site and you can view a year’s worth of topics in your interest area that were most popular on Facebook, LinkedIn, Twitter, and Pinterest. You want to be targeting those topics for where there’s a significant amount of interest. Another good place to look for ideas? SlideShare. Spend some time perusing these topics and you’ll emerge with lots of good ideas.

Don’t count on this cool free tool: Microsoft’s spellcheck

If you’re relying on Microsoft’s spellcheck, keep in mind that while it’s a really good start, it doesn’t begin to address things like subject-verb agreement or the gazillion words that no longer need to be hyphenated. Language evolves at a faster rate than what Microsoft can deliver.

None of these tools is going to write your blog for you

It’s hard to beat cool and free. But you still need to sit down and write. Make it a commitment and own it. And use these apps to help you become more attuned to good writing.

Need help developing your content marketing program?

Contact Top of Mind Marketing. We’re writers and content marketing experts.

top of mind marketing facebook and data privacy

Facebook, Privacy and Your Data

By | Social media | No Comments

It’s been a tough year for Mark Zuckerberg and Facebook

Facebook’s data wound up in the hands of Cambridge Analytica, who used the information to target voters during the 2016 election. Facebook allowed Microsoft’s Bing search engine to see the names of virtually all Facebook users’ friends without consent and gave Netflix and Spotify the ability to read Facebook users’ private messages. Facebook downplays the data privacy breach, claiming that it never granted access to user data without permission.

You really can’t overestimate the value of user data

Personal data has become the most prized commodity of the digital age, and it’s traded on a vast scale by powerful companies in Silicon Valley and beyond. For those who may not understand what this is all about, it’s hard to overestimate the value of user data. Data helps us understand consumer buying habits, and it’s worth its weight in gold. It helps companies know how to market to whom. Facebook users make it easy by happily providing detailed information about their lives as they fill in fields with their new job titles, education levels, marital status, interests, hobbies, etc. This information can all be exported and shared with other companies.

Sharing consumer data: How this works

Let’s say you just got engaged, so of course you added this to the Relationship field of your Facebook page. The average couple spends $25,000 on their wedding, so there’s a lot of money to be made here. Now think of all the vendors that service the wedding industry—florists, bakeries, hotels, caterers, photographers, dress designers, wedding planners, etc.

The more upscale (You’ve already identified your education level, community and job title, which are affluence indicators), the more interested these vendors are going to be. They want to identify those couples who are most likely to be spending upwards of $25K so they can begin marketing to these potential new wedding clients.

Facebook executives have acknowledged missteps over the past year

Facebook understands they’ve got to regain user trust, and it requires stronger teams, better technology and clearer policies. One spokeswoman says it has found no evidence of abuse by its partners. Some of the largest partners, including Amazon, Microsoft and Yahoo, said they had used the data appropriately, but declined to discuss the sharing deals in detail. Facebook did admit to mismanaging some of its partnerships.

What’s next for Facebook?

Facebook is facing decelerating revenue growth—they’ve begun to saturate their market, at 1.74B users. Data privacy issues have taken a toll, but Facebook sees big opportunities in private messaging. Stories format and video. Facebook is investing in data privacy and messaging. Augmented and virtual reality represent a significant investment.

This last summer, California’s state legislature passed a groundbreaking bill that will give residents unprecedented control over their data. The law, criticized by pro-business groups like the Chambers of Commerce, will become law on January 1, 2020. Tech giants are racing to supersede the law with more industry-friendly legislation. A lot could happen before then.

Do you need help with your social media strategy?

Contact Top of Mind Marketing. We’re writers and internet marketing specialists.

Top of Mind Marketing case studies are a great way to demonstrate your expertise

Online Tools Help Business Double Revenue Month/Month

By | Internet Marketing | No Comments

Sometimes we forget how effective case studies can be. Rather than just telling your audience what you do, this is an opportunity to actually demonstrate your ability to effect change, to showcase your expertise, to document how you’ve successfully helped your clients increase sales.

Let’s revisit a case study from more than a year ago

In the original article, we took a look at how one small Napa Valley business owner used two simple online tools to significantly increase his revenue. Now more than a year later, those same two online tools have actually doubled his revenue, month-over-month.

Bill Ryan has lived in St. Helena for more than 40 years. He retired years ago after a long, successful career in sales and marketing management positions at Beringer. Bill’s a busy guy. An avid fisherman, he writes a weekly fishing report for the Napa Valley Registerand a monthly column for the St. Helena Star. Bill also has a little mobile notary business. When we met, I wondered why a marketing guy’s only form of advertising was a pathetic bumper sticker that said “Notary”.

A simple website to dramatically increase Bill’s visibility

A simple website would be easy and inexpensive to develop. It would dramatically increase his visibility for prospective new clients—especially visitors to Napa Valley who might need to notarize documents while they’re here. I eventually wore Bill down. We collaborated on content, scheduled a photoshoot, identified and uploaded images, purchased and set up a domain and launched St. Helena Notary on the Go within just a few weeks.

Next up: Leveraging the power of Yelp

When I asked Bill why he wasn’t on Yelp, he didn’t really have an answer. His is the kind of business for which Yelp can be effective, so we created a Yelp page and uploaded a few images. Yelp won’t work without reviews, so Bill began asking his clients for reviews. For some, he follows up with an email, thanking them for their business — this is Relationship Building 101, and it’s been extremely successful for Bill.

The results: Bill’s business has doubled month/month as he’s increased his visibility

Bill’s client list includes a fair number of regular corporate clients, lots of old friends and neighbors. Increasingly, however, he’s getting calls from people around the country–New York, Washington DC, Portland, Dallas and LA. They’re either on their way to Napa Valley or already here and need to have documents notarized. They find him through Google or Yelp and love his 5-star reviews.

A simple website and a Yelp page are doing their jobs

These very fundamental online assets are responsible for Bill’s dramatic month/month revenue growth at an extremely modest cost.

Including an actual client in a case study provides validity, but if there are privacy issues, don’t. But do provide details. Show how you helped a client solve problems, increase revenue, streamline operations, open up new marketing channels. Questions about incorporating case studies into your marketing plan? Give me a call!

top of mind marketing cause marketing

What’s Hot: Doing The Right Thing

By | Advertising | No Comments

When Nike featured beleaguered quarterback Colin Kaepernick for its “Just Do It” anniversary, the international sports brand took a big-time risk.

That risk extended to Kaepernick

Kaepernick supporters also feared that he took a big risk of trivializing his mission. The campaign sparked protests, and we saw people burning their Nike gear. Nike’s stock price initially dipped, then rebounded. According to Bloomberg, the company generated buzz worth $43 million in media exposure throughout the campaign. Clearly, an increasing number of consumers are looking for brands that support their values; it’s becoming more of a need-to-have than a nice-to-have.

Corporate social responsibility (CSR) has heated up

Brands are taking a stand; consumers are starting to look for it and exercise the power of their pocketbooks. Statistics show that in the U.S. alone, 57% of consumers are belief-driven buyers, up 10 points from 2017. A few examples of CSR:

  • Ben & Jerry’s. A big heart and strong social conscience have always been part of the B&J culture. Their Pecan Resist ice cream supports four organizations working to support equality, justice, and inclusion, including the Women’s March.
  • Who doesn’t love our own Marc Benioff and Salesforce–a billionaire philanthropist and disrupter who’s trying to make a better world, including equal pay for women. He and his wife created the Benioff Ocean Initiative at UCSB to study and solve global ocean issues.
  • Reebok. With its #BeMoreHuman campaign, Reebok celebrates and encourages women to be their best by promoting its brand ambassadors, including stars Ariana Grande, Gal Gadot and Gigi Hadid.
  • Target. This giant retailer donates 5% of its income to community grants and programs–more than $4 million/week.
  • Everlane. This women’s clothing company has searched out ethical factories around the world, visiting often and building strong personal relationships with the owners. Factories get audited to evaluate things like fair wages, reasonable hours and environmental impact. They’re also partnering with the Surfrider Foundation to get plastic off the world’s beaches.
  • Eileen Fisher. No sweatshops. Focus on sustainability and organic fibers. Quality, comfy clothing that baby boomers love, made right here in the USA.
  • Levi Strauss & Co. Levi’s has a “Worker Wellbeing Initiative” to help improve the life of their employees. Levi’s has also trademarked their “WaterLess” campaign by using less water in their manufacturing processes.
  • Starbucks.Partnering with Ethos Water, Starbucks is helping bring clean water to more than one billion people who don’t have access to it.
  • Volvo. Last summer, the carmaker announced that beginning in 2019, all new models will be either hybrids or powered solely by batteries.
  • Patagonia. The outdoor apparel company has long been an outspoken defender of the environment. As we watch the heartbreaking rollback of environmental controls, Patagonia has gotten more aggressive. Patagonia Action Works is a digital platform to help consumers connect with local grassroots organizations fighting for the environment.

Interested in getting involved?

You don’t need to be a giant corporation. Ask me about cause marketing—identifying a single cause and totally owning it. Contact us at Top of Mind Marketing. We’re writers and internet marketing specialists.