By Mark Schaefer
I first learned about online retailer Everlane from a close friend. She raved about the honesty and transparency of the company — every clothing item on the site comes with a break-down of the actual cost of the product, with links to where the item is manufactured. She became a fan because the company is disrupting the traditional economic model of retailing.
Now, Everlane founder Michael Preysman is on another mission — to eliminate plastic from the company’s supply chain. Every company employee is obsessed with eliminating plastic, as reported in this Fast Company article.
But here’s the part of the story that connected with me on a personal level. Preysman was trying to find something to eat at an airport and bought McDonald’s hamburgers because they were the only item he could find that wasn’t wrapped in plastic. This is a great example of how a company is congruent with its environmental stand, and an example of values-based marketing at its best. He demonstrating that big changes start with small acts like this.
This story connected to me deeply on an emotional level because it was:
- Interesting — This leader is walking the talk
- Relevant — I’m interested in the environment
- Authentic — This was not a story manufactured by a PR factory.
Those are the elements of a story primed for transmission! Buying a hamburger to reduce an environmental footprint became a story I am now transmitting to you. I have become the marketing department for Everlane.
And, I went to their site and bought a jacket.
But here is where it gets interesting. What happens when Everlane employees are obsessing over eliminating plastic instead of doing their actual jobs? Or, has this become the job?
On the new episode of The Marketing Companion, Brooke Sellas observes that Everlane is exhibiting many characteristics on a non-profit. Is that a glimpse of the future of marketing? Will we be seeing successful companies organize and operate more like a non-profit?
Such an interesting discussion. You won’t want to miss this episode!
But wait! There’s more!
- ASMR is a new marketing and YouTube sensation. Never heard of it? Don’t worry. You’ll get a full-on demonstration on this episode!
- The retail apocalypse is upon us. If you depend on a brick-and-mortar business, what can you do to survive?
- Karen Quintos is Dell’s Chief Customer Officer. She explains why listening and serving is key to marketing success.
Click here to dive into this amazing show!
Click on this link to listen to Episode 152
Other ways to enjoy our podcast
Please support our extraordinary sponsors. Our content is free because of their generosity.
RSM Marketing provides your much-needed outsourced marketing department. Why struggle with turnover and staffing when RSM clients receive a marketing director and all the resources they need under a flat fee monthly subscription. RSM employs dozens of specialists and experienced marketing directors to assist companies ranging from startups to market leaders with thousands of employees. Companies across the country from all categories are choosing this model to overcome marketing complexity and outpace their competition. The typical outsourcing client uses 11 RSM subject matter specialists but pays less than the cost of one FTE. RSM’s mission is to achieve breakthrough for clients. RSM has been named twice to the INC 5000 list. Visit RSM for special Marketing Companion offers.
SoloSegment’s Site Search Inspector illuminates a huge blind spot for marketing teams and helps them unlock the revenue trapped there. If you’re like 85% of companies, you have no idea what’s going on in your site’s search engine. You either don’t have measurements or you ignore what you have. Up to 30% of your visitors search and they could be your best customers. Site Search Inspector targets the site search customer experience with a set of proprietary measures designed to improve success. They’re so convinced you’re going to improve your success rates, they’ve tripled the free trial period to 45-days and they’re offering 10% off an annual subscription. You can find this special offer on solosegment.com/companion