How Conscious Are Consumers? Product Placement Makes Sales.

Who leads the way when it comes to deciding what’s cool, what’s acceptable, what’s desirable?

I’d argue that it’s the artists, the creators, the entertainers, the boundary-breakers who determine the future.

They’re subject to the three degrees of newness:

  • Violent opposition – when the trolls and haters come out
  • Ridicule – “that’s so stupid”
  • Obvious acceptance – “well of course we’ve always done that”

Sometimes the strain is too much. It’s increasingly vitriolic above the parapet. Some shining stars crash and burn.

product placement branding optimising business

I’m prompted to consider this because of an artist’s next video.

She has multi-platinum albums, Grammy and Brit Awards. And this beautiful singer wants only Humanity Plus products and logos to feature in her next music video.

What’s Humanity Plus? Well for anyone super conscious like this gorgeous woman, preferred products are vegan, organic, cruelty-free.

So which brands/businesses/products qualify?

It’s Humanity Plus if it makes people and the planet happier. If profits are put to good use not bad.

What does that look like? Well, this is where it gets complex…

Yes the devil’s in the detail. In the details you don’t want to know about.

It looks complicated. But it’s not. You wouldn’t seriously, consciously, consume what’s excluded from that list. Knowingly feed it to a baby. Treat your family, your neighbours, your loved ones like that. Torture the animal yourself. Force a child to work for a pittance in squalor. Pour toxins in your own water supply. Poison your own garden. Give money to people who do those things.

Conscious consumers are tired of reading labels, trawling through the debris of dangerous and damaging goods. They want their consumption curated.

Who wants to buy a better world?

So back to our artist’s video:

Everyone knows about product placement.

Whether it’s the big matches, the news, children’s programmes, soaps, drama, movies, music videos, social media… paid product placement is important. It works.

So if you have Humanity Plus product or service suggestions, please contact me immediately.

Maybe it’s destination marketing, electric vehicles, a diary, journal or photobook, a camera, watch, jewellery, make-up, wine, soft drinks, beer, bags, fashion…

You’ll need to prove your claims.

No greenwash.

Welcome to 2016.

Welcome to our transparent future. It’s clearly brighter.

product placement branding optimising business james bond


PS Want to know more about Humanity Plus?

Where appropriate Humanity Plus products and services are conscious of these factors:

  • No parabens, PEGs or phthalates
  • No sulphates or silicones
  • No mineral oil
  • No glycols
  • No DEA or TEA
  • No artificial colours, flavours or preservatives
  • Vegan and cruelty-free
  • No animal testing by the manufacturer or suppliers
  • Organically sourced
  • No bonded labour
  • Manufactured and packaged to ethical environmentally standards
  • Not linked to Humanity Minus corporate ownership – now this is the big one: you wouldn’t believe who owns who. Where profits go, from seeming innocuous products. Which businesses have made an about turn (quietly, secretly) from previously professed good intentions.


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