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What's the purpose of the Mindful Matrix TM ?
  • Encourages discussion of ethical issues in marketing
  • Allows for easy comparison of different people's evaluations
  • Acts as a tool for determining whether specific marketing strategies/tactics create stakeholder value & uphold societal values
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Examples:
1.  Mindless:  J.Crew adds size "000" pants
     -  Extreme vanity sizing makes it even harder for consumers to know what size will fit
     -  Encourages societal obsession with extreme thinness and unhealthy body image


2.  Simple-Minded: Newsweek moved to digital-only format (a decision it's since reversed)
     -  Noble move to act green and save paper

     -  Misread the target market's readiness and willingness to change

3.  Single-Minded:  GoDaddy runs racy TV spots during the Super Bowl
     -  The ads generate great interest in the firm's web-related services

     -  What's the emotional and social impact of these ads on impressionable young women and men?

4.  Mindful:  General Mills strives to offer cereals made with whole grains and without high fructose corn syrup
     -  Consumers benefit from eating products that are relatively more healthy than competitive offerings

     -  Over time, healthier food options translate into lower societal healthcare costs
See More Examples . . . Mindful Matters​ Blog
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Creating Value, Upholding Values
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