About Tina Mulqueen
Sustainable Marketing Speaker
Author & Entrepreneur
In the wake of the Cambridge Analytica scandal, and new data that illuminates the pervasive nature and negative impacts of screen time, brands and consumers alike are pointing fingers at Facebook for its ability to monetize attention, perpetuate fake news, and facilitate a disconnection from the present.
Organizations like the Center for Humane Technology are bringing awareness to these issues. Even Google and Apple, with their digital wellbeing and screen time initiatives, respectively, are addressing the need for individuals to take back control of their attention.
As gatekeepers, marketers have a unique responsibility to change the digital landscape for the better - using knowledge of consumer behavior to empower consumers and save them time rather than manipulating and monopolizing their attention. Sustainable marketing focuses on moving away from the monetization of user attention, and toward fostering choice, value and authentic relationships between brands and consumers.
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Sustainable Marketing News and Insights
Latest Posts
How One Brand Reverse-Engineered Brick-And-Mortar Success
While headlines continue to lament a retail apocalypse in light of recent high profile closures, it’s important to keep in mind that physical retail hasn’t lost its market dominance. E-commerce growth has slowed steadily over the past few years, while brick-and-mortar still has a $20 trillion lead over e-commerce. But that doesn’t tell the full story, either. Rather than looking at the retail climate…
These Were The Best Experiential Retail Activations During SXSW
As I write this, I’m on a flight back home to Portland from a taco-filled adventure during Austin’s South by Southwest, the annual film and music festival turned media and tech-haven. As memorable as the southern fried chicken tacos and Torchy’s queso were, the retail marketer in me couldn’t help but ogle the unexpected retail activations in unlikely places. From August Home’s smart lock…
Brands Paid Hefty Prices To Send Micro-Influencers Dancing In The Desert At Coachella
At Coachella, 250,000 music lovers descended upon the California desert, bringing $704 million in economic activity throughout the week. Brands and influencers abounded, with over 4 million hashtags emanating from the world’s most Instagrammed festival. But many brands took a different approach to influencers this year. By now, 78 percent of Millennials dislike or are indifferent to celebrity influencer endorsements. As such, brands are spending 40 percent of their…