Conscious lifestyle
Oct 21, 2025
•
8 min read
On the battles of over- and under-consumption "cores" online. And how the pace of consumption has become a proxy for belonging.
Sep 30, 2025
Seventy years after plastic made waste normal, communities and brands are rewriting the story through rehoming, repairing, and reuse.
Sep 9, 2025
Spoiler: We’ve been poisoning ourselves for beauty and skincare since Cleopatra was smudging kohl on her waterline.
Sep 7, 2025
Every towel, plate, and candle sends a signal. Here’s why non-toxic living is more than a trend. It’s identity, health, and culture.
Aug 29, 2025
From butcher byproduct to viral natural moisturizer, tallow is reshaping the definition of clean skincare and challenging what consumers really value.
Aug 19, 2025
9 min read
Why kitchen “composters” aren’t really composting. And the messaging gap confusing conscious consumers.
Content strategy
Aug 12, 2025
You need a contrarian messaging strategy to spark cultural change.
Aug 5, 2025
10 min read
People are no longer pulled outward by the constant desire for a little treat. They're now looking inward in the pursuit of connection. Are you locked in for this new era of conscious capitalism?
Brand storymaking
Jul 29, 2025
11 min read
Conscious consumers crave brands that feel human. If your messaging sounds stiff, it’s time to lighten up. Add a little humor. Show some quirks. Be brave
Jul 21, 2025
6 min read
Brands are taken to court for saying one thing and doing another. How greenwashing is no longer an upsy-daisy. It’s now a legal liability and an authenticity killer.
Jul 15, 2025
Vague claims like “eco” and “sustainable” can trigger lawsuits, ad bans and loss of trust. Here’s how to stay compliant and credible.
Jul 8, 2025
A true story based on my experience at DC Climate Week and research shows an authenticity dilemma for conscious brands.
Jul 1, 2025
7 min read
Why brand messaging should evolve the way real relationships do.
Jun 26, 2025
Plastic isn't just a pollution story, it's a health story. A trust story.
Jun 17, 2025
What plastic taught us about consumer misinformation and why it haunts ethical brands
