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Cullen Schwarz is the founder and “Chief of Good Thoughts” for DoneGood, an online platform where you can find thousands of products from hundreds of ethical and sustainable brands.
Cullen has loads of marketing and communications experience and calls himself a “recovering politico” (formerly serving as a senior communications adviser to members of Congress and in the Obama Administration),
Cullen started DoneGood because he believes the world’s most powerful force for change is the dollars we all spend. That, and like me, so wanted to stop wearing suits every day;)
He has loads of great insight into how DoneGood reaches and engages their large customer base of conscious consumers and shares his advice from experience for us fellow purpose-driven entrepreneurs on how to market in an ethical way.
This is a perfect episode if you sell and ethically-made product or if you are a service-based business with a conscious customer base.
Cullen and I talk all about common characteristics of the conscious consumer that will help you target your communications more effectively, we talk about what conscious consumer’s look for so that you can make sure you are on-par with all of the other brands out there, and Cullen also shares his advice for e-commerce brands around digital marketing.
In Today’s podcast episode, you’ll learn:
- The key characteristics of conscious consumers as a whole – who they are, how they shop and how to reach them
- What surprised Cullen when DoneGood first started selling to conscious consumers
- What all purpose-driven brands need to offer as a baseline in order to compete online
- How to view pricing when it comes to ethically-made products
- How to market more effectively to the conscious consumer.
Important links from this episode:
Shop for Good Sunday
Rank & File Issue #16 — Conscious Consumers: Who They Are, How They Shop, and What Social Entrepreneurs Should Know About Marketing to Them by Cullen Schwarz, Founder of DoneGood