Consumers Union Advocacy Campaigns

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Consumers Union Advocacy Campaigns

• Social Consciousness in an Increasingly
  Aggressive Marketplace

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CONSUMERS UNION / CONSUMER REPORTS 1936 - 2008

• Mission
• Our mission is to work for a fair, just, and
  safe marketplace for all consumers and to empower
  consumers to protect themselves.
• Test
• Inform
• Protect
• Connect

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Consumers Union

• Consumers Union was born out of the turmoil of
  the depression.
• Our mission addressed the excesses and
  deficiencies of the market and the need for an
  independent voice to speak for the consumers
  interest
• Focus was on test Inform
• Historical Note (Ralph Nader was born in 1934
  do the math)

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Consumers Union

• 2008 Our Mission is essentially the same.
• The need is also the same
• In the 70s we started emphasizing the protect
  part of our mission adding professional policy
  analysts and advocates
• In the 2000s we added Connect for a new
  emphasis on engaging consumers in addressing
  policy and market problems
• The current economic meltdown is proof positive
  that the market will not of its own provide for
  the long term best interest of consumers

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Consumers Union

• Social Conscience / Corporate Responsibility
• Does a company have an obligation to the
  community in which it serves that goes beyond
  maximizing quarterly returns and complying with
  the law?
• Community local, state, regional, national or
  global depending on the companies market

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Consumers Union

• Corporate philosophies
• youre a schmuck if you dont do what is
  necessary to succeed
• our job is maximizing investor returns and
  complying with the law
• a good image in the community is good for
  business doing good can make a company do
  well
• we are a responsible part of the community in
  which we operate

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Consumers Union

• But can the consuming public rely on a companys
  sense of responsibility or social consciousness?
• Despite the wide range of Corporate philosophies
  and practices, the answer is -- No.

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Consumers Union

• So what is Consumers Union doing to further the
  consumer interest in todays market?
• All of the things we have done since 1936 to grow
  the ranks of consumers who can serve themselves
  and use the power of informed choice to
  discipline markets
• Continuing direct engagement with policymakers at
  the state, federal and international levels
• Organizing consumers to engage in policy and
  market activities through state and federal issue
  campaigns.

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Consumers Union

• Issue Campaigns
• Internet is a cost effective way to reach
  Consumers with compelling messages
• Focus is on making it easy for Consumers to
  engage on policy and market issues they care
  about

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Consumers Union

• Identify and assist highly motivated consumers
  who have personal experiences

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Consumers Union

• We give motivated consumers the tools to be more
  effective citizen advocates
• We are active in all 50 states

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Consumers Union

• We use creative means to spread the word taking
  advantage of the phenomena of viral marketing.

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Consumers Union

• We connect citizen advocates with policymakers

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Consumers Union

• providing a human face reinforcing their
  consciousness

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Consumers Union

• Reaching more consumers with specific needs
  vulnerabilities in an aggressive marketplace

• As of July 1, 2007 the Hispanic population
  surpassed 45 million or 15 of the estimated
  total U.S. population of 301.6 million.
• The Hispanic population in 2007 had a median age
  of 27.6, compared with the population as a whole
  at 36.6. Almost 34 percent of the Hispanic
  population was younger than 18, compared with 25
  percent of the total population.
• U.S. Hispanic purchasing power surged to nearly
  870 billion in 2008 and is projected to reach as
  much as 1.3 trillion by 2015.

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• Consumer Reports en Español
• Goal build brand awareness and credibility with
  the Latino community specifically Spanish
  language consumers
• Outreach to Spanish speaking communities began
  January 2007
• Provide CR content in Spanish on CRE
• Media outreach
• Community Outreach

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Consumer Union

• Best Buy Drugs Type 2 Diabetes Material
• CR created brochures and distributed to consumers
  through health organizations, community events
  and media outlets

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• Responsible companies should be applauded. Many
  have demonstrated their commitment to community
• But many have not. It only takes a few
  strategically situated predators to change the
  face of an entire industry case in point,
  sub-prime housing lenders What was once a
  fringe and disfavored industry became business as
  usual the dominos are still falling
• Consumer and citizen knowledge and effective
  engagement are the conscience the market needs
  to temper its aggression