Container Store Debuts Conscious Capitalism Marketing Effort
January 16, 2014,
DALLAS-The Container Store Group is launching its new marketing campaign, focused on the principles of Conscious Capitalism, today.
The campaign is focused on the question, "What If Everyone Associated with a Business Could Thrive?", which highlights one of the core tenets of the Conscious Capitalism movement, the stakeholder model. This holds that a business and everyone associated with it are most successful when the company makes decisions that positively impact all of its stakeholders simultaneously. Kip Tindell, The Container Store's chairman and CEO, has long been an advocate of Conscious Capitalism.
The campaign includes full-page advertisements in newspapers such as The New York Times, The Wall Street Journal and USA Today. It also includes videos on the retailer's blog, whatwestandfor.com, and its YouTube channel, which is also debuting today. In addition, the creative part of the campaign will be integrated into The Container Store's direct-mail, email and in-store materials, and through its social-media channels throughout this year.