Purpose: From the Inside Out

2017 will be the year when employees realize their power in purpose-driven business success  For companies to win in the new reputation economy, they need people to believe in what they stand for and engage them in their societal impact efforts. That is never truer than it is with today’s Millennials who will be roughly 50% of the global workforce by 2020. Millennials are not only our current and future employees (and bosses) but they are our current and future customers. Understanding their personal views and ideals will be the…

Have We Reached a Purchasing Habits Tipping Point?

Research on Millennials consistently points to their interests in sustainability, purpose and corporate social responsibility, and the impact these issues have on their purchase habits across the supermarket and in restaurants. While food companies — big and small — have made great strides in being transparent about how their food is made, the ingredients they use and their commitment to responsible sourcing, it has done little to move the needle with it comes to product purchase. Those of us who have worked in the food industry for years know that…

How Trump Is Making ESG Programs More Important Than Ever

The Trump administration has wasted little time in pouring cold water on a wide range of government policies and programs dear to advocates of ESG, the [three]-decades-old movement that assesses companies on non-financial metrics linked to their environmental, social and governance practices. The administration has filled key agencies with climate-change skeptics, vowing to pare back environmental regulations, and is seen as having little interest in issues such as diversity, sourcing, labor standards and governance. Just this weekend, the new EPA head told the media that the administration would start dismantling…

What’s New At RF|Binder: March 2017

It has been an exciting few weeks here at RF|Binder. Along with battling a snowstorm one day and then experiencing summer weather the next, we have won some exciting new clients, relaunched our website, engaged with our local community and received much appreciated recognition for some of our best campaigns from last year. We are excited to kick off 2017 on a strong note and cannot wait for what the rest of the year will bring. Here are some updates: Community Our CEO and Founder Amy Binder was asked to…

The iPhone’s anniversary: Reflections on the hyper-connected world it helped create

Monday marked the 10th anniversary of the first iPhone, an announcement that signaled the arrival of our current era of mobile, instant communication via smartphones and social media.  It’s fitting that our first blog item this year takes a moment to reflect on this watershed event and its consequences. In the decade since the iPhone’s introduction, smartphones and social media have ushered in a hyper-connected world, profoundly affecting our personal relations, our work, our economy and our politics.  A few metrics underscore the scale and speed of these changes: Since…

5 Factors That Led To Vine’s Downfall

About two hours ago, Twitter announced they will be shutting down Vine after purchasing it for $30 Million just four years ago. The shutdown will happen in a few weeks. Users will be able access and download their videos. It likely doesn’t come as a surprise for most marketers as Snapchat and Instagram have become more popular with consumers over the years. However, there are multiple factors that have led to the demise of Vine that go beyond user behavior and instead fall on the decision-makers behind the platform. Vine couldn’t…

[Q&A]: Influence Marketing Best Practices, Data, and 2017 Predictions

Even though Influence Marketing is not new, marketers are still trying to determine which metrics matter. We interviewed Reb Carlson, Director of New Media, at RF|Binder and picked her brain about the current state of influence marketing and its best practices, and of course, where Affinio gives her team a competitive advantage in their day-to-day operations. The following Q&A has been lightly edited for ease of reading. Q. There has always been some struggle when it comes to identifying influencers and what the best practices are. What does the influencer selection process look…

What Brands Need to Know about Instagram’s “Shop Now” Feature

It was only a matter of time until Instagram caught on with the likes of Nordstrom’s “Like2b.uy,” “Like2KnowIt,” and “Dash Hudson,” making the customer path-to-purchase for consumer brands much easier. Now, with a few short taps on a mobile device, Instagram has the potential to bring brands directly into the hands of potential purchasers without having to leave the app, allowing for more structured product information, effective target ads, and higher mobile sales. Starting next week, Instagram will launch a test with certain retail partners – like J.Crew, Kate Spade,…

Fat, Sugar, Protein and Freedom: FNCE 2016 Offers Four Trends for 2017

The food industry has been carefully listening as consumer demand gradually shifts toward products with specific value propositions. And this year’s annual Food and Nutrition Conference & Expo (FNCE) hosted by The Academy of Nutrition & Dietetic, the largest annual gathering of nutrition professionals in the country – and an opportunity for today’s leading food companies and brands to highlight the latest in “better-for-you” foods – had plenty to showcase in response. Here are my top takeaways for food companies and brand marketers: “Free from” top growth category According to…