Targeting “Millennials” means targeting no-one

Posted by Pat Heffernan on May 29, 2017 7:01:00 AM

 

"If I were to tell you that marketers were using astrological signs as a way to understand/target specific groups of people, you’d tell me that’s a ridiculous strategy." So begins a rant post by Adam Singer on Search Engine Watch. And I couldn't agree more.

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Topics: Customer Demographics, Website Analytics, Demographic Targeting

Advertising run amok...

Posted by Pat Heffernan on Dec 4, 2016 10:05:00 AM

 

Say it isn't so.

We often work with public sector government agencies, so we are acutely aware of the financial and political pressures they experience. (To our way of thinking, our client's pain is our pain.) But recent news that paid advertising placements were being sold in U.S. national parks startled us.

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Topics: Advertising and Media, Social Good Marketing

Ethical Investing (and Shopping) Made Easy?

Posted by Pat Heffernan on Nov 29, 2016 10:03:00 AM

 

I've watched with excitement the trend to make it easier for ordinary investors to identify sustainable, carbon-free, ethical or socially responsible investments. Nationally — see An Investment Strategy to Save the Planet, New York Times' Fixes column), and locally — see Is Your Money Invested Where Your Values are? — our options are increasing.

Yet the reality is that for most people, more of their money is spent day-to-day than is invested. So Wired's article Want to Be an Ethical Shopper? Get DoneGood’s Chrome Extension caught my eye.

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Topics: Tools and Technology, Mission-Driven Business

An Event Done Well: #StateOfWomen

Posted by Pat Heffernan on Jun 15, 2016 10:05:00 AM

 

The White House hosted the United State of Women Summit on June 14, inspiring those participating both in real life and virtually. #StateOfWomen is a case study in an event done well. This photo of 11-year-old Mikaila Ulmer, founder of Me & the Bees Lemonade, as she introduced President Obama explains one reason why.

That reason is a consistent focus on the why — in this case, equality, diversity, and inclusion. As noted by attendees ranging from Wired magazine to the League of Women Voters, in addition to "political heavy weights such a President Barack Obama and First Lady Michelle Obama, Vice President Joe Biden, Representative and former Speaker of the House Nancy Pelosi, Attorney General Loretta Lynch as well as Hollywood elites, including Oprah, Tina Fey, Mariska Hargitay, Kerry Washington, Patricia Arquette, and national business leaders like Warren Buffett and Dina Habib gracing the stage," participants from around the country were all ages and more diverse than your every-day star-studded White House event. The #StateOfWomen consistently demonstrated the why of the summit.

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Topics: Event Planning, Gender Equity, Diversity & Inclusion

Ouch! Women Are Being Recognized Again

Posted by Pat Heffernan on Mar 25, 2016 12:53:00 PM

 

March marks Women’s History Month again, but I am not celebrating. Stories and images of courageous women of the past are everywhere. These women deserve recognition — they fought hard to advance equal rights and access for the majority of the U.S. population who happen to have been born female. Yet in 2016, I find it increasingly difficult to talk about celebrating for one month a year when there are so few signs of positive progress to improve the lives of women. How can we better harness attention, social change innovations, and sustainable economy principles to advance gender equality?

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Topics: Gender Equity, Diversity & Inclusion

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On Our Radar highlights issues of interest to the MPI Team, our clients and friends. We tend to pick topics of particular relevance to Vermont, whether or not they have emerged in national awareness yet.

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