America’s ‘Mindful’ Consuming Celebrities
By Tom Ryan
According to Andrew Benett, global CEO of Arnold Worldwide, ten
public figures embrace qualities of a new "mindful consumer" committed
to sustainability, giving and more-thoughtful consumption. The group ranges
from rapper Ludacris to Warren Buffett and Michelle Obama.
His new book, Consumed:
Rethinking Business in an Era of Mindful Spending,
explains that despite glitz and abundance remaining prevalent in society (i.e.,
The Real Housewives, the Kardashians), many Americans are rejecting excess
and artificiality in favor of authenticity, substance and interconnectedness.
"Mindful consumers are taking a closer look at what we truly need and
adjusting our shopping behaviors accordingly," said Mr. Benett in a press
His list of the top-ten "mindful consumers" representatives
10) Ludacris: Through The Ludacris Foundation, the rapper has donated
$1.5 million to support youth-oriented, grassroots organizations and devoted
more than 5,000 hours of service. He also owns a hybrid and is installing solar
panels on his home.
9) Suze Orman: TV’s financial guru and best-selling author helped Americans
weather the recession by urging them to hold off buying stock as the market
8) Indra Nooyi: Pepsi’s CEO champions "performance with a purpose" within
the organization, with a focus on creating more wholesome products and increasing
sustainability practices. The Pepsi Refresh Project fosters philanthropic brainstorming
and will award more than $20 million this year to causes this year.
7) Ellen DeGeneres: The talk show host exposes her audience to different
charities, including Feeding America and the American Red Cross. She also "conceals
her wealth with ordinary clothes and a gracious attitude, influencing a legion
of supporters through her television shows and brand sponsorships."
6) Taylor Swift: The country singer’s poise, "saccharine pop-country
crossover songs," charitable efforts, and her affordable collection at Wal-Mart "personifies
the mindset of a new generation who want to feel good, look good and do good
with (age-appropriate) style."
5) Warren Buffett: Famously known for his mindful spending and philanthropy,
the billionaire continues to live a modest lifestyle. An auction for a lunch
with Mr. Buffett raised $2.63 million for Glide Foundation, a homeless organization.
4) Oprah Winfrey: Oprah’s "personal integrity, philanthropic efforts
and ability to connect with the masses will help her stay one of America’s
favorite trendsetters long after her talk show ends in 2011."
3) Stephen Quinn: Three-quarters of American’s shop at the discount
giant each year. But Wal-Mart’s CMO also spearheaded Wal-Mart’s extensive efforts
around sustainability and the retailer’s efforts to encourage shoppers go green.
2) Mark Zuckerberg: Facebook’s founder made the list "because the
social media platform he created is making savvier shoppers out of all of us," particularly
the ease at getting product recommendations from friends and family. Grassroots
organizations also found a medium to quickly galvanize people around the world.
1) Michelle Obama: Wearing J. Crew in public spiked the retailer’s
sales and awareness. But the stylish first lady’s efforts to end childhood
obesity and the White House vegetable garden "are inspiring a nation."
Discussion Questions: Do you generally agree with Andrew Benett’s view of
the evolving "mindful" consumer? If so, what do you think of Mr.
Benett’s choices? If not, which public figures best represent today’s consumer
- Top 10 Public Figures Who Are Also Mindful Consumers – MarketingProfs
Rethinking Business in the Era of Mindful Spending – Amazon