Marketing That Builds Your Economy


In the current socioeconomic environment, small businesses have an advantage over larger corporations when it comes to branding and image. In this article, we will explore how some small, independent business owners are building their own economy by creating an image that builds on their community’s collective values.

The following companies listed by highlight the rise of ethical marketing in the U.S. Small businesses like them are changing their landscape while disrupting traditional marketplaces with unique services and products that benefit both large corporations and consumers alike.

It's not you, it's the economy: The economy's role in your marketing  strategy - The Business Journals

The Four Barrel Coffee Company

A new coffee shop in San Francisco has generated a lot of buzz without spending any money on marketing. Instead, the Four Barrel Coffee Company decided to do something different: it opened with a focus on its local value and community roots. The new coffee shop was founded by 3 entrepreneurs that met while working at Peet’s Coffee and Tea, another independent coffee shop that is known for having its own market share. Although many people were leery about this business venture due to the current economic climate, Four Barrel Coffee saw an opportunity for success by sticking to its roots and focusing on its values. The founders created their own business model by collaborating with local farmers, buying green coffee beans from Colombia, Costa Rica, and Ethiopia.

The Four Barrel Coffee Company is an ethical company because it focuses on its values of community and sustainability. The founders are known for their commitment to the environment because of their decision to buy green coffee beans, the most environmentally-friendly coffee beans available. This store’s focus on sustainability will help them build a reputation as an ethical company that lives up to its reputation of being a reputation of being a part of the community.


West Elm    (Brooklyn, NY)  

West Elm is a furniture store that designs and sells its own brand of moderate-priced, high-quality furniture. The brand uses natural materials like wood and steel to create furniture without compromising on style. West Elm is an example of a smaller business that is using ethical practices to gain more market share, increase consumer satisfaction, and build its marketplace reputation.

West Elm is ethical because the company builds trust with consumers by selling furniture that has been sourced from ethical factories around the world. The company also focuses on quality by choosing to produce goods with environmentally-friendly materials, which are durable for decades of use, instead of low-cost products made from low value raw materials. West Elm is an example of how small businesses are creating their own brand image that will benefit them in the long run.

Naked Juice (New York, NY) 

Naked Juice relies on marketing to drive their business reputation in the marketplace. Their brand identity is built on sharing nutrition facts about each fruit they use in their products, which are all natural and GMO-free. By educating consumers on the benefits of eating healthy with Naked Juice’s  fruit smoothies, this company has found another way to build its reputation in the marketplace by obtaining a loyal customer base. The founders of Naked Juice are known in the media for explaining their marketing strategies in front of television cameras. Consumers trust Naked Juice because they want to build trust in their brand by sharing the fact that their products are GMO-free and natural.

Minimalism (Boulder, CO)

Minimalism is an American brand that sells minimalist furniture, handbags, and clothing that uses natural materials like cotton and linen. The founder is known for his minimalist lifestyle that he has shared with the media since 2007. Minimalism takes a minimalist approach to its business by sourcing materials from countries that don’t use child labor and follow fair trade practices. Minimalism is an example of how a small business can build its brand image by creating a sustainable, ethical business model.

Minimalism is an ethical company because it has maintained its core values and integrity as a smaller business by following the same practices as large corporations. The founder is known for his minimal lifestyle and commitment to sustainability, which show that this ethical brand genuinely cares about the environment and the people that live in it. Minimalism has also shown that they care about their customers because they want them to be happy with their products and services. This company is building a reputation as an ethical company and showing the rest of the marketplace what it takes to create a sustainable, ethical brand.

Ice Cream Social (Madison, WI) 

Ice Cream Social has used social media to build its brand identity as an ice cream store that cares about customer satisfaction and creating a community for people who want to feel good about eating healthy food. Ice Cream Social uses social media like Facebook and Twitter, which has helped them gain more followers and reach out to their consumers outside of Wisconsin’s college towns. This is an example of a small business that is using social media to build its brand image.

Ice Cream Social is an ethical company because it focuses on building trust with its customers by making high-quality products and sharing information about the ingredients. The company even shares information about the ice cream flavors they used and discloses nutritional facts that they receive from their suppliers. Ice Cream Social’s founder wants the consumers to know that his business cares about them and wants them to be happy with their products and service.

The company is creating a reputation among college students because it provides healthy frozen treats that taste good and won’t ruin their health in the future when they look at their bank account balance years later.


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