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Advertising Is the Price You Pay for Not Being Creative

by John Rooks  |  
October 20, 2009

"Survival of the fittest" is often attributed to Darwin. More accurately, however, Darwin was describing "survival of the flexible" when talking about species most rewarded with longevity.

In the midst of an economic crisis stacked on top of an environmental crisis, it is such agility that is quickly defining the business and community leaders of tomorrow.

Consumer Expectations

Understanding current financial limitations while remaining focused on the critical triple bottom line—people, planet, and profit—is the fundamental challenge for today's organizations.

The current confluence of an environmental and economic crisis is the greatest opportunity of our times for culture change.

Companies and organizations that both understand and react to the latest in consumer expectations are well positioned to offer beneficial goods and services to customers as well as financial stability to their stakeholders.

New consumer expectations include the following.

Transparency over spectacle

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John Rooks is is president and founder of The SOAP Group ( SOAP (Sustainable Organization Advocacy Partners) is a consultant for Fortune 500 companies on issues of environmental and sustainability messaging. John can be reached at and at 207.772.0066, ext. 105.

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  • by John White Mon Oct 26, 2009 via web

    A marvelous title. Took me too long to see how the article supported it, though, so I abandoned.

  • by Ken Kueker Mon Oct 26, 2009 via web

    Your arguement has some merit, but it does break down in a few areas. First, you assume that everyone has time to keep up with the millions of blogs, tweets, posts, etc. The majority of the population is still too busy working, eating, sleeping, and playing to pay more than passing attention to the overwhelming number of "social media" outlets.

    In the article, you mention Shell, Method, and Dansko as examples of companies who have effectively used these strategies. As someone with a moderate level of interest in environmental and energy issues, I have personally never heard of Dansko, I have only a passing awareness of Method, and although I use Shell gas most of the time, I was completely unaware of the "Shell Dialoge" program mentioned above. However, I am fully aware of the BP alternative energy website and their "Beyond Petroleum" slogan because of...are you ready for this...their paid television and magazine advertising.

  • by Christi Heinsohn Mon Oct 26, 2009 via web

    A good marketer does all that is suggested here except social media. Here's why...

  • by melvin thompson Tue Nov 17, 2009 via web

    advertising for my business

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