Container Store Launches ‘Conscious Capitalism’ Marketing Campaign

The Container Store Group, Inc. has launched a new purpose-driven marketing campaign focused on its values-based approach to business and the Conscious Capitalism movement, the company stated. The retailer will kick off the campaign with a series of national newspaper ads and videos on its new YouTube channel.

The Container Store, which Fortune Magazine recently named to its list of 100 Best Companies To Work For for the 15th consecutive year, will pose the question, “What if everyone associated with a business could thrive?” in its ads. The question highlights one of the core tenets of the Conscious Capitalism movement, the Stakeholder Model, which says that when an organization makes decisions that positively impact all of its stakeholders simultaneously, a business and everyone associated with it are most successful.

The retailer will display its message in full-page ads in The Wall Street Journal, The New York Times and USA Today and in videos on the retailer’s blog as well as on its newly created YouTube channel. The company also will integrate the message with its marketing through direct mail, email, in-store materials and social media channels throughout 2014.

“We feel strongly that business doesn’t have to be a zero-sum game— someone doesn’t have to lose for someone else to win. When organizations lead with and make decisions based on love, ensure all of its stakeholders are fulfilled and successful, well, research has shown that those are some of the most financially successful businesses,” said Kip Tindell, chairman and CEO of The Container Store. “This approach isn’t altruism. It’s capitalism— done in a conscious way. The result is a culture, for The Container Store, that drives the value of our business— the culture drives the value.”

The Container Store also earned the #28 spot on Fortune Magazine’s annual best workplace list. Two-thirds of the list’s tally is based on an anonymous employee survey called the Employee Trust Index.

“It’s as thrilling as ever to sustain our position on this employer-of-choice list. I’m so proud of our employees across the country who I think are the best in retail and who work to astonish our customers every day with not only great service and solutions but that demonstrate a genuine and thoughtful approach to all that they do,” said Tindell. “If you’re going to take on the responsibility of being someone’s employer, you should feel an obligation to create an inspiring and nurturing environment where people enjoy getting out of bed and coming to work every morning alongside other great people. We hope these new ads and videos help illustrate how we do this at The Container Store.”