Youth Designers Take Action Around Purpose-Driven Brands

by Cause Consulting

Cause Consulting Leads Boston Youth in Tackling Real-World New Balance Assignment

Youth Design Logo

BOSTON, MA, [District Hall, July 14, 2016] – Today, 55 Boston teens enrolled in the intensive Youth Design summer jobs and experiential learning program became “consultants” for a global brand as they participated in an interactive, hands-on “Purpose-Driven Brand” workshop. During the half-day session taught by volunteers from social impact strategy firm Cause Consulting, the Youth Designers were asked to convey New Balance’s commitment to the prevention of childhood obesity via new messages and designs.

“As Millennials increasingly align their purchasing decisions with their personal values and the social issues they care most about, companies are beginning to embed purpose, or a deeper reason for existing, beyond profitability, into their brand. Brands such as Patagonia, Whole Foods and CVS are catching consumers’ attention and loyalty,” said Nikki Korn, Principal & Chief Strategy Officer of Cause Consulting. “Engaging Boston’s young creative talent in a conversation and assignment around ‘purpose-driven brands’ is a timely topic as they head into college, work and establish themselves in the marketplace.”

During the workshop, held in the heart of Boston’s Innovation District, the Youth Designers explored how and why brands are rallying behind critical social issues and standing for more than just a great product or service. Megan Bloch, Senior Manager of Global Philanthropy for the New Balance Foundation then presented an overview of the national youth obesity crisis, New Balance’s commitment to the cause and gave the Youth Designers a real-world assignment.

“I was thrilled to have the opportunity to engage with these talented young designers and have them help us create new ways to raise awareness for the important role exercise and nutrition play in our lives, especially starting at a young age,” said Bloch.

Out of the 55 students who participated in the workshop, 22 will compete in Cause Consulting’s Youth Designers Take Action competition which asks students to design a poster with original messaging and visuals to convey the purpose of the brand of their choice.

“Every Thursday throughout the summer, we partner with leading professionals in various industries to provide students with customized technical and creative workshop experiences,” said Tony Richards, Executive Director of Youth Design. “Youth Design and our students deeply appreciate and value the expertise our partners, such as Cause Consulting, IDEO and Babson College’s Center for Social Entrepreneurship, among others, bring to our students to help them develop critical life skills.”

About Youth Design:

Youth Design is a leading Boston-based nonprofit organization that empowers talented urban youth to pursue a path to higher education and promising equitable careers by engaging the professional design community to mentor, educate, train and employ the next generation. Since 2003, Youth Design has helped to shape the next generation of diverse design professionals through aggressive educational and workforce development initiatives set in the context of design while promoting diversity in the creative economy.

About Cause Consulting:

Cause Consulting is a Boston-based strategy and communications firm that helps brands simultaneously strengthen business and impact society. Ranked as the #2 CSR Communications Agency by CR Magazine, the firm specializes in Signature Programs, Issue Leadership, Consumer Campaigns, Employee Engagement, Messaging + Communications, CSR Strategy and Facilitation + Coaching.

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Contacts:

Kayla Mottola, Cause Consulting                     Tony Richards, Youth Design

kmottola@causeconsulting.com                       tony@youthdesign.org

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