For most of my adult life I’ve loved three things equally—words, coffee, and being a conscious consumer. More than a decade ago I discovered the connection between the last two.
A a recent college graduate I decided to move to Costa Rica. I got a job working for a fair trade start-up. It was my first experience working for a social enterprise—a coffee business—and I was forever changed. Before this, I had zero interest in business. On the contrary, I was an English major and had the intention of going into social work. In fact, this was why I was in Costa Rica—to learn Spanish, so that I would be able to work with people in need back in the US. But I realized how powerful a profitable enterprise can be in the world. It took me a few years after that to acquire the skills and influence.
About 10 years ago I left my marketing job at Martha Stewart to build create business that combines my two greatest passions—good design and social good.
The #1 question people always ask me is: What’s Good?
What’s good in style? What’s good in business? What’s good in interior design? What’s good in marketing? What’s good in technology?
Can brands really, truly be a force for good in the world?
The answer is—sort of.
Because being “good” when it comes to impact is debatable. Plastic is bad, but it’s also good. What’s better, organic or local? See what I mean? Everyone’s interpretation is different.
But, truth is truth, and every brand would be smart to make a concerted effort to be honest and authentic when it comes to their messaging and marketing.