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
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
Creating Value, Upholding Values