Doing More by Doing Even Less

Jesse Weaver While cause marketing is nothing new, Web 2.0 has greatly increased the power of individuals and groups to have a significant impact on positive change. And these activities aren't confined to the grass roots. Megabrands (e.g., Project Red, Dawn and Pepsi) are also getting behind efforts promoting the social good. The majority of these industry initiatives, however, have been built around generating funds to support the sale of a cause-related product. In this way consumers and corporations are able to do good without a big shift in behavior. But what about situations where a change in behavior is needed, either on the part of the consumer or a company? How can you ask an entire industry to change the way it does business? And when and why is it likely to listen and act? For several months the students at Boulder Digital Works have not only been working to answer these questions but to create action as well. Our goal: Get the squeeze-packet industry (think ketchup packets) to switch from industry-standard, cost-efficient petroleum-based packaging to a sustainable, nonpetroleum equivalent. Together with Boulder, Colo.-based Justin's Nut Butter and advertising veteran Alex Bogusky, we launched "The Least You Can Do," a platform designed to make having an impact as easy as clicking a mouse. Along the way, we learned a few things about engaging people in cause marketing: "The Least You Can Do" is live and generating awareness around sustainable packaging, and we have taken the lessons we've learned there to heart. By listening and learning, we realize that we can empower people to do more by doing even less. We are ready to evolve. The next evolution of "The Least You Can Do," to debut early this year, leverages the power of small commitments through an embeddable widget that is fully customizable, extensible and shareable. Tying the platform to a dedicated web page means supporters can only share the URL; they cannot truly share the cause. An embeddable widget that can live in any bit of web real estate puts the full power of social sharing in the hands of the people and will help people collect around any cause, big or small. The effort required will become even less, but we expect this embedded widget to substantially increase the impact of individuals and groups to affect positive change. A successful cause marketing initiative takes commitment and effort. But if you are willing to listen and learn from your community, you can shape something that can have a real impact on the world and your business. The least you can do to change the world turns out to be a lot.

Doing More by Doing Even Less

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