"Liberating the Entrepreneurial Spirit"

John Mackey (CEO and co-founder of Whole Foods Market) and Michael Strong (founder of FLOW) seem to be on to something. Better yet, they are in perfect stride with an image that people have become to adopt as their own. But this so called image is not the product of a couple environmentally conscious, socially aware folk with big ideas and even bigger wallets. It's a result of education, personal growth and a desire for both tangible and intangible authenticity. Maslow almost nailed it, and every religion preaches it, but it is now appearing in the business practice as a marketing tool.
Let's say about 10-15 years ago, organizations used branding and logos to identify their image. From Budweiser, to the "swoosh"--all consumers needed was an identity. Endorsements were huge while naming rights became essential for any recognition. And as brands and labels were slapped on people like they were NASCAR drivers, many products became commodities--hoping to maintain customers through loyalty. Nike t-shirts just had a huge "swoosh" across the front, and Budweiser, as the king, sat upon its throne at every sporting event possible. Unfortunately, the commoditization (is that a word?) of products from these big name companies represented their inability to differentiate from others. Buying beer became like buying milk--whole, light, skim (low-carb) and Nike shirts were just the same as Reebok, Adidas, etc. On top of that, big names were getting in big trouble. Nike had been under investigation for allowing improper working conditions in their factories overseas, resulting in loyal customers boycotting any Nike attire. And Budweiser, though somewhat ethically sound, had underestimated the distributing power of microbreweries--creating a Tiger Woods-like "me versus the field" competition. In a nutshell, that Pepsi/Coke crowd no longer exist. Why? Because saying, "I drink Coke, therefore, I am" is lame.
Consumers now want a real image. A J. Peterman-style story behind their products. Shoes made from recycled materials, coffee beans hand sorted by fair trade Colombian growers, t-shirts designed by real individuals with a limited supply. Better yet, an organization that represents the foundations of your beliefs, as well as paves the path towards self-awareness, community support, and positive life experiences. This is where the liberation of the entrepreneurial spirit is born. The power of economic freedom can be used to create a thoughtful, conscious market in which consumers' desires can positively effect the needs of the community and environment. That being said, how far is an organization willing to project their image? Will individuals be recognized for using alternative transportation? Could a company relate community projects with consumer incentives? Could developers jump on the Alberici bandwagon? We'll see. I'm going fishing.