Emerging Consciousness Economy™ Set to Make Purpose, Profit and Doing Good a Mainstream Brand Reality

​JLJ Marketing, a strategic advisory firm, today announced the release of a white paper about the burgeoning Consciousness Economy, a fast growing economy of companies, products, and services that embrace the collective awareness of what’s good for me is good for the world, and are being rewarded for doing so at the store and on devices. The paper asserts that during these times of social instability consciousness has become both an economic stimulus and a catalyst for change. Companies who want to see both brand sentiment and profit thrive will take notice.

“The Consciousness Economy represents a rapidly growing population purposely transforming awareness into meaningful, sustainable action via purchases made, the food consumed, wellness activities pursued, and the content embraced,” said Jessica Joines, CEO, JLJ Marketing. “Consumers want health and happiness for themselves and good things for the world. Smart brands recognize that consciousness is now actively informing purchase decisions and will shift their strategy appropriately to win their hearts, wallet, and loyalty.”

The Consciousness Economy can be described as actions involving commerce that directly or indirectly makes the world better, or allows one to go about their daily routine without doing harm to the world; while positively communicating those messages. It is where consumers put their voice into action through, purchasing products that demonstrate an alignment with doing good for the world, rejecting fear based messages, instead embracing and aligning with the positive, and engaging in mindfulness activities that are focused on self-improvement in both personal and professional environments.

“Brands with an authentic foot forward will not only foster change, they will recognize that they play an important role in the education around mindfulness and its positive impact,” said Tricia Nichols, Fortune 500 Brand Executive. “Given their stage and megaphones, brands can shed light on how consumers can better themselves and the world.”

The paper identifies the Consciousness Economy as a new paradigm that is only beginning to reveal its immense potential by the sheer number of companies and products that have begun to align themselves with the core principles of this new economy. From pioneers like Patagonia, Wild Planet Foods and The Honest Company to larger companies like Unilever, the paper explores how the economy came into being, and what this shift in consumer mindset means for brands.

JLJ is currently running a beta program with a number of fashion and retail brands to align their business and marketing strategies against the proprietary principles JLJ has identified as elemental to the Consciousness Economy. Brand sentiment measures are being benchmarked to measure the success of this program in the short term, with longer term measures of profit in play.  

“The recent acquisition activity around Seventh Generation and The Honest Company show that consciousness is driving up valuations and is a driving force in consumer buying decisions," said Joines. "The market has spoken--it's time for brands to take action."

Today’s white paper is part one of a two-part series.  To read the white paper, please visit: http://www.jlj.marketing/conciousness-economy-whitepaper-part1.

About JLJ Marketing

JLJ Marketing aligns brands to thrive in the Consciousness Economy™.  Through leveraging our proprietary scale and driving principles of the Consciousness Economy, we measure current participation against potential outcome to develop a custom plan that reflects both the desire of you, your people and those who consume your product. In addition to advisory services, JLJ provides education to the industry through content, speaking engagements, seminars and workshops. JLJ Marketing contributes 10% of its profits to several organizations that are committed to raising societal consciousness.

JLJ Marketing is located in New York City. Follow us on Twitter and Facebook or learn more at www.jlj.marketing.

Contact Information

Jessica Joines
Jessica@JLJ.Marketing
646.468.9262