Ethical Marketing Example Conscious Coffees
Coffee is a serious business, and not just in terms of revenue. The coffee industry directly provides a livelihood for more than 120 million people from the world’s poorest regions. But also very few industries are so heavily dependent on the environment and are able to suffer so much from natural disasters. According to some estimates, if we do not correct the situation, by 2050, due to climate change, 50% of the land suitable for growing coffee may be lost.
In this regard, many companies are looking for ways to improve the living and working conditions of workers directly involved in the cultivation, harvesting and supply of coffee. In this matter, the Conscious Coffees brand can serve as an example. Since its inception, the company has made great efforts to improve the production process so that it brings the most benefits to farmers and suppliers from South America. Conscious Coffees, like Dr. Bronner’s, is B Corporation certified. In terms of social contribution, the brand entered the top 10% of companies worldwide.
How does the ethical marketing of Conscious Coffees work?
Everything about the Conscious Coffees brand – from the name (translated as “Conscious Coffee”) to the logo – tells about the company’s mission and the philosophy of ethical production. It would be fairer to say that the brand does not use ethical marketing, but embodies the principle itself.
In addition to strictly following the principles of ethical production and fair trade, the Conscious Coffees brand takes part in various social initiatives. For example, the CAFE Livelihoods program supports residents of El Salvador, Guatemala, Mexico and Nicaragua who want to own and manage their own businesses. To do this, workshops are held and assistance is provided from specialists at all stages of preparation. The company regularly delivers free coffee to employees of the local Community Cycles program. This is a project of cycling enthusiasts who help their like-minded people in the Boulder area to fix and restore old and used bikes. Conscious Coffees’ team of coffee experts offers technical advice and support to farmers through the federal Farmer-to-Farmer initiative. In this way, coffee farmers in South America can learn new techniques that will allow them to maximize yields and compete with North American suppliers.