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Authenticity and Social Media

A strong social media presence is all about resonating with your audience. Every business is guilty of self-promoting, that’s how they get their name and their product out there. But the magic of marketing is promoting your product without your consumer noticing. Some of the most successful campaigns are the ones that push a message and not a product.

Companies like Aerie with their #aeriereal campaign are proving that being real and authentic promotes your product on its own. The goal of this campaign is to create body positivity and self-love. Instead of editing and filtering models wearing their products like most companies Aerie took a stand against unrealistic beauty standards. By using models and customers of all shapes and sizes to show off their product Aerie doesn’t even need to add a promotion. I think Aerie shows the perfect balance of self-promotion and authenticity by pairing their products with a strong message that motivates and inspires their consumer base.

Aerie Instagram post

As a brand, your goal is to make sales in order to be successful. This doesn’t mean that your social media accounts have to be flooded with products and sales. For popular, already thriving brands, authenticity should become a key player in how they use social media because it’ll grow their fan base and directly impact their sales. Authenticity on social media is more than possible, it’s proven to be sucessful.

The Importance of Being Authentic

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Fair Trade SEO

In the Eyes of Starbucks, What is Fair Trade?

Ethical production and trade are prevalent topics in today’s society. However, in the past, major companies have swept their production and trade ethics under the rug, because they know they are not up to par.

Fair Trade by definition is “trade between companies in developed countries and producers in developing countries in which fair prices are paid to the producers” by Oxford Languages. Where fair trade practices are not in place, industrial and agricultural workers in developing countries are often underpaid and overworked, both of which issues are important but often forgotten about from the consumer standpoint. Many consumers overlook the meaning of the term, but with the help of our company Starbucks, we are here to shed some light.

What does a Fair Trade company look like?

A Fair Trade company is very transparent about its trade and business practices. A good example is the popular outdoor clothing and gear company, Patagonia. Patagonia has been introducing fair trade products onto the market since 2014 and is proud to have a big influence on changing workers’ lives for the better.

A good fair trade company also is very passionate about bringing awareness to the working conditions in the developing countries they work with. Patagonia preaches that they pay premiums for Fair Trade Certified products, and that extra money goes directly into a fund for the workers at their factories. This is a practice that needs to be adapted by companies worldwide.

What Fair Trade means to Starbucks

At Starbucks, we now vow to work towards purchasing 100% Fair Trade Certified products from a vetted list of producers by 2020. We have launched our new Fair Trade Starbucks Certified Campaign, which includes a Fair Trade coffee and frappucino option added to our menu, and all 100% of proceeds goes back to our producers that work so tirelessly to deliver our customers a premium product.