Read original story on: NYTimes
On Monday, Whole Foods introduced its first national brand marketing campaign, proclaiming that the national grocer provides value to shoppers through the eco-friendly standards it follows in deciding how to stock shelves.
This new campaign is the newest example of a popular trend on Madison Avenue known by terms such as “conscious capitalism,” “purpose marketing” and “pro-social marketing.” The idea is to appeal to prospective customers — especially the socially conscious millennials — by persuading them that a company operates in a socially responsible manner. It is a marketing approach that brands such as Chipotle, Kiehl’s and Panera Bread all have been experimenting with for a while now.