http://thetyee.ca/Opinion/2014/07/26/Tsilhqotin-With-Gloves/

“Treat the earth well. It is borrowed from your children.” ~First Nations Proverb

In a globalized world of international business, companies and each of their members should make efforts to understand and respect the cultures over borders and oftentimes, they do. However, it can, on occasion, be easy to forget the interculturalism that exists within our borders, especially between Canada’s current citizens and its very first.

Tsilhqot’in protestors rally for their cause.

The recent legal victory of the Tsilhqot’in over control of their land and the prevention of logging, mining etc… is perhaps celebrated by all but the companies looking to conduct business in those lands and the government behind them. It would seem that in our modern day and age, the original vision of Canada has become lost. As a young nation, it’s true that our greatest exports are oftentimes the natural resources we find in plenty because the First Nations kept them sustainable. However, with the exploitation of these resources and the imposition on both First Nations land and values that dates back to the days our country was first settled, current sustainability becomes questionable. While the preservation of this land is a victory for the Aboriginals, it will certainly cause a decline in the productivity of the Canadian mining/logging companies.
It is certain that in Canada, awareness and respect for Aboriginal nations should be considered a factor in business. Although historically, Aboriginal demands have generally been overruled, their values align and indeed, parent the original vision of Canada. Though being unable to access their land may eventually spell for trouble for a variety of Canadian businesses, perhaps these values should be considered from the start and become guidelines, rather than walls.

Something we should all remember.

Article here.

Ben and Jerry’s says no to GMO’s.

Ben and Jerry’s isn’t just about incredible ice cream. The company has reworked each of its flavours to ensure that they are not made from genetically modified ingredients. This only serves to further their reputation as a socially conscious producer, as the fair trade label has been firmly printed on each pint of ice cream for quite some time.

This recent movement has largely been in response to some criticism Ben and Jerry’s umbrella company Unilever received early for opposing laws to made for labelling GMO’s. This transition seems to be for both the good of the company and good of the world. Interestingly, Ben and Jerry’s original selling point and indeed, what it still may be known for, is the unique flavours it offers and especially, the unusually large chunks of flavouring found inside the ice cream. The ethical image may have started out as just the cherry on top, but with the fairtrade label and the vow to go non GMO, it seems to have become it’s own scoop.

In fact, the Ben and Jerry’s website, found here places Ben and Jerry’s business plan above its ice cream flavours and in general, website content seems to be tipped more towards its business model, social behaviour, and The Ben and Jerry’s Foundation which works to promote social and environmental justice around the country.

Ben and Jerry’s website front page.

I was initially unsure whether to relate this post back to our studies in ethics or marketing, but there’s a degree of comfort in realizing it’s both. Much in the way President’s choice is relaunching its image, there seems to be a trend in company’s working to promote themselves as socially conscious corporations. Ben and Jerry’s mission, regardless of motive, reaches far past a better image and into the realms of helping those who need it. Although Ben and Jerry’s mission statement does make it a unique company, if the current trend continues other company’s will follow suit a greater number may pursue fair trade and non GMO products. But for now, Ben and Jerry’s is a leader in a cleaner, more ethical corporate world and besides that, their ice cream is delicious.

https://www.youtube.com/watch?v=8sePkwzs-3o

“Marketing 101: if you live in any major city, you see 800 ads a day. In most of them, models are going to be looking at you like they want to fuck you. You’re so used to this that you don’t even notice it. But your body does. Your heart rate increases, you pupils dilate, you breathe faster, you become more alert. You’ve been tapped. Looking at billboards is supposed to feel like love at first sight. But it’s not real love, it’s just marketing. And without that, you wouldn’t even know who you are.” ~Scat (Syrup 2013)

Syrup (2013) is a movie about marketing, how the corporation does it, how we do it, and the effect it has on all of us. Plot summary here.

As Trout and Ries stated, positioning and marketing is a battle for the mind. Scat’s initial idea is unique and his product becomes the essential first of its kind the market, aligning with Ries and Trout’s claim that the best way to get into the mind of the consumer is to be first. Its selling point is also very simple: it’s a drink called Fukk, appealing to the very image conscious consumer, and with a name that sticks (another point that Trout and Ries make). However, after defecting to the other cola company (essentially Pepsi) he creates a similar product which shouldn’t sell as well according to the basic rules of marketing. The first generally claims the majority of the market. However, he manages to overtake the original product by marketing the new one in a way that appeals directly to the emotions of consumers.

“The success of this product depends on people being shallow, superficial, self-obsessed, greedy, and desperate for attention. This is the American dream in a can.”

While one would hope this isn’t a 100% accurate reflection of our world, the movie does provide insights into the world of marketing and what we’re really buying when we make a purchase. Scat is asked a few times what the drink tastes like, but he points out it doesn’t matter. When people buy the product, they’re not buying it because they love the taste. They’re buying a status symbol, something that makes them feel good about themselves, something the corporation has attached a price to beyond the worth of the syrup in the can. Filling those wants, the ones that surpass the physical need for caffeine or to quench thirst, is the real job that the consumers have hired the company to do. Their value proposition is not the drink. It’s the emotions behind it. More than they’re buying an energy drink, the customers are buying an image. That’s marketing.