Future Commerce · with Adam Bridegan · April 10, 2020 · 36 min
Summary
Rhone CMO Adam Bridegan discusses the "Brands x Better" initiative, a coalition of brands committing to donate 10% of proceeds to COVID-19 relief efforts and offer customer savings. This episode highlights how brands can unite for social good during crises, demonstrating conscious consumerism and the balance between business and humanity. It explores the operational challenges and strategic pivots involved in rapidly launching such an initiative, offering valuable lessons for ecommerce leaders on ethical leadership and collaborative marketing during uncertain times.
Key takeaways
Form a coalition with other brands to amplify impact during crises, even with competitors, to collectively address social needs and provide customer value.
Balance philanthropic efforts with business sustainability by making strategic decisions that protect employees and maintain operations, even if it means impacting margins temporarily.
Clearly define minimum commitment levels for participating brands (e.g., 10% of proceeds) while allowing flexibility for individual brands to customize their contributions and offerings to align with their ethos.
Leverage existing networks and foster rapid collaboration (e.g., shared Slack channels) to quickly mobilize and scale impactful initiatives.
Communicate transparently about your brand's commitment and actions to build trust and resonate with consumers who prioritize conscious commerce, making it clear how customer purchases contribute to the cause.
"What we are Witnessing is the Humanity of Love" is a phrase that shook us in this interview. Brands like Rhone, M. Gemi, Cotopaxi, and more have banded together to raise hundreds of thousands of dollars for COVID-19 relief in a matter of days. On pace to raise over one million dollars in the month of April alone, they have gained the attention of over 60 other brands ready to join their ranks. Listen now.
What does this episode say about founder & leadership?
Form a coalition with other brands to amplify impact during crises, even with competitors, to collectively address social needs and provide customer value.
What does this episode say about brand & content?
Balance philanthropic efforts with business sustainability by making strategic decisions that protect employees and maintain operations, even if it means impacting margins temporarily.
What does this episode say about dtc strategy?
Clearly define minimum commitment levels for participating brands (e.g., 10% of proceeds) while allowing flexibility for individual brands to customize their contributions and offerings to align with their ethos.
What does this episode say about founder & leadership?
Leverage existing networks and foster rapid collaboration (e.g., shared Slack channels) to quickly mobilize and scale impactful initiatives.
What does this episode say about founder & leadership?
Communicate transparently about your brand's commitment and actions to build trust and resonate with consumers who prioritize conscious commerce, making it clear how customer purchases contribute to the cause.
