Blake Mycoskie

Heather Fletcher is senior content editor with Target Marketing.

Marketing Sustainably: A blog posting questions, opportunities, concerns and observations on sustainability in marketing. Chet Dalzell has 25 years of public relations management and expertise in service to leading brands in consumer, donor, patient and business-to-business markets, and in the field of integrated marketing. He serves on the DMA International ECHO Awards Board of Governors, as an adviser to the Direct Marketing Club of New York and Marketing Idea eXchange, and is senior director, communications and industry relations, with the Digital Advertising Alliance. Chet loves UConn Basketball (men's and women's) and Nebraska Football (that's just men, at this point), too! 

Customer engagement is integral to building loyalty. Customers are in the driver’s seat. They have high expectations and are more empowered than ever in the purchase journey; influencing others, including brands, to meet their specific needs and behaviors. We are living in a social media and mobile world, and are surrounded by messages 24/7.

Social sustainability can be a key differentiator and motivator in our sharing economy. In consumer markets, TOMS built its message upon redefining "Buy One-Get One" as "Buy One-Give One" – and 35 million children around the world (and counting) – and by giving its customers a mission.

Toms Shoes does good business by doing good, says Blake Mycoskie, the brand's founder and “Chief Shoe-giver.” Keynoting on Monday morning in Boston at &THEN, a Direct Marketing Association Event, he told a crowd of marketers about how he started his company and knew that the purpose behind his company connected with customers.

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