Wednesday, February 15, 2006

Consumer Culture: Branding Peace


In this week's New York Magazine, Jada Yuan reports about Deepak Chopra's recent efforts to turn peace into a consumer trend, making peace as marketable as war ("How to Reposition a Brand Called 'Peace'"). Toward this end, Chopra and others have established a non-profit called Alliance for a New Humanity and hired Jeff Dunn, a major brand developer, to "reposition" peace as a brand.

"Real peace isn't antiwar demonstrations," says Chopra. "It's taking care of the environment, helping the poor achieve economic parity, making sure human rights are protected, and finding nonviolent means of conflict resolution." He is considering an inverted peace sign as the logo. "Think of it as the Green Housekeeping seal of approval," writes Yuan.
From our point of view at Greenjeans, this trend has been brewing for a while. We ourselves are what Dunn calls "conscious consumers," those who represent 3-4% of consumers worldwide "who, given a choice between two similar products, choose the one made by a company with better social and environmental policies." (See my post "Consumer Culture: Dollar Voting.") And through Greenjeans we are trying to spread this philosophy. Hence our tagline, "Handmade for Conscientious Living."

We believe firmly that there is space for peace in consumer culture. That there can be integrity and consideration underlying business practices. And that we can all live with beautiful things and make a living while helping to make the world a better place. That is our motivation, and I think that's what Chopra has in mind, too. The movement is afoot...

1 comment:

Mad said...

I love the idea of branding peace. Make it cool and hip again. It always was and always will be. Yes, peace can be built, one day at a time, with conscientious living and buying. Thank you Greenjeans for pointing to this rising trend!