What is Big Think?  

We are Big Idea Hunters…

We live in a time of information abundance, which far too many of us see as information overload. With the sum total of human knowledge, past and present, at our fingertips, we’re faced with a crisis of attention: which ideas should we engage with, and why? Big Think is an evolving roadmap to the best thinking on the planet — the ideas that can help you think flexibly and act decisively in a multivariate world.

A word about Big Ideas and Themes — The architecture of Big Think

Big ideas are lenses for envisioning the future. Every article and video on bigthink.com and on our learning platforms is based on an emerging “big idea” that is significant, widely relevant, and actionable. We’re sifting the noise for the questions and insights that have the power to change all of our lives, for decades to come. For example, reverse-engineering is a big idea in that the concept is increasingly useful across multiple disciplines, from education to nanotechnology.

Themes are the seven broad umbrellas under which we organize the hundreds of big ideas that populate Big Think. They include New World Order, Earth and Beyond, 21st Century Living, Going Mental, Extreme Biology, Power and Influence, and Inventing the Future.

Big Think Features:

12,000+ Expert Videos

1

Browse videos featuring experts across a wide range of disciplines, from personal health to business leadership to neuroscience.

Watch videos

World Renowned Bloggers

2

Big Think’s contributors offer expert analysis of the big ideas behind the news.

Go to blogs

Big Think Edge

3

Big Think’s Edge learning platform for career mentorship and professional development provides engaging and actionable courses delivered by the people who are shaping our future.

Find out more
Close

Conscious Branding is About Transparency

February 8, 2014, 10:00 AM
Shutterstock_129089360

One of the things that is important when you talk about conscious branding – and I’m not 100 percent sure that everyone has grabbed that terminology and thinks that is exactly the right way to talk about it - but what is certain is that consumers are demanding something more from brands.  If brands treat it in an inauthentic way it’s going to backfire.  And we’ve seen lots of examples in the last 12 months of brands who have tried to do something that’s more conscious. I don’t want to be negative on any particular brand but H&M came out with a conscious line of clothing.  But when consumers did the research they found that the working environment was subpar, and it wasn’t up to the level of what a conscious brand would be.  

The lesson that I think brands have to understand is that we’re not going to a conscious brand overnight.  Consumers understand that as well.  I think you have to be transparent about the journey.  It’s one step at a time and as you take one step you have to also be honest with yourself about what tradeoffs you’re making and what you’re not doing.

And if you take it from that standpoint and you make it a higher purpose and you make it ingrained into your DNA, it’s not going to be a fad.  Because people think about fads as something that I jump on and then I jump onto something else.  And you can smell that a thousand feet away.  But if you are serious about it and you weave it into your DNA like Container Store, like Patagonia, like Starbucks, like Google, like Whole Foods, then all of a sudden you know what the road map is.  And my road map isn’t that I am the perfect brand.  My road map is that I care about people and I have a higher purpose for why I exist. And I can do some good in the world but I’m going to be transparent about where I am in that journey.

In Their Own Words is recorded in Big Think's studio.

Image courtesy of Shutterstock

More from the Big Idea for Monday, February 24 2014

Go Global

When it comes to business, think globally but act locally. From Tim Ferris's argument for knowing your 1,000 core customers' needs in excruciating detail to Terry Young's road map for making your ... Read More…

 

Conscious Branding is About...

Newsletter: Share: