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Over 50% of global online consumers across 60 countries say they are willing to pay more for products and services provided by companies that are committed to positive social and environmental impact, according to a new study by Nielsen.

B Corps: For People, Planet, and Profit | Talks at Google (by Talks at Google)

NYC B Lab (Tribeca), Warby Parker (SoHo), and Greyston Bakery (Yonkers) discuss how businesses can work to be not just best “in” the world, but best “for” the world; moderated by Demma Rodriguez

B Corps like Warby Parker and Greyston Bakery are certified by the nonprofit B Lab to meet rigorous standards of social and environmental performance, accountability, and transparency. B Corp certification is to sustainable business what Fair Trade certification is to coffee or USDA Organic certification is to milk.

There is a growing community of more than 910 Certified B Corps from 29 countries and 60 industries working together toward 1 unifying goal: to redefine success in business.

Small groups, not big influencers, are the Holy Grail of word-of-mouth marketing.

FaceGroup “Small Networks Trump Influencers

With all the talk about online influencers over the past few years, you’d think they were the holy grail of online marketing. Klout has made a business of it and many bloggers use sponsored posts to help pay the bills. But, the funny thing is, if you want to get the word out about your brand, product, or cause, influencers aren’t actually where you should be focusing your efforts.

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Sticking with our book club example, these key groups are the smaller book clubs, the ones that hear about a book from the big influencers and then bring it to people in their community, who then carry the book to another gathering or tell a friend who is part of another book circle, and so on. This is how something goes from an initial spike to a burgeoning trend.

(via peterspear)

David Brooks: The social animal

Tapping into the findings of his latest book, NYTimes columnist David Brooks unpacks new insights into human nature from the cognitive sciences — insights with massive implications for economics and politics as well as our own self-knowledge. In a talk full of humor, he shows how you can’t hope to understand humans as separate individuals making choices based on their conscious awareness.

New York Times columnist David Brooks is the author of “Bobos in Paradise,” “On Paradise Drive” — and his new narrative of neuroscience, “The Social Animal: The Hidden Sources of Love, Character and Achievement.”

the right way to energize social media isn’t to try to find people to tout your products. It’s to find people who care about the same things you do, and to tell a story that amplifies their voice because it helps people who haven’t yet heard the word also come to know and care. In fact, the products you create should be by and for that community.