What is a conscious business?


Think of conscious businesses as Purpose driven Organizations, that exist for a reason. Similar to what Simon Sinek describes in his talk “Start With Why”. 

These companies are singularly focused on values and will avoid any action that is not true with their beliefs. 

They’ll give more than they take, by caring not just about profits, but also about people and the planet. 

Such companies make profits and do good, at the same time. 

Can you give me some examples?


Yulu is making easier for people to travel in Bangalore. Graviky is making ink from smoke, to keep the air clean. Awair is helping people track indoors air quality and gives recommendation to stay safe and healthy

Green Snack Co offers a healthy snack to conscious consumers. Healthie offers healthy meals. Nutek Salt is creating naturally sourced potassium salt, a healthier version of the commonly used table salt. IsayOrganic is bringing fresh and certified organic products to Indian kitchens

Sheroes levels playing field in India for women, who want to work. Pushstart is a community for entrepreneurs to learn and grow

Barenecessities is a market place for sustainable alternatives to consumer goods. Encircled is making dresses that women can wear in multiple ways, to keep a check on unnecessary purchases. Girlfriend Collective is making leggings out of plastic bottles, and rewarding their employees well while they're at it.

Wysa is helping people untangle troubling thoughts and manage their emotional well being. Unacademy is making a large variety of free courses on their learning platform. Niramai has created a low cost, portable tool to detect breast cancer as early as possible. 

Graminhealthcare is bringing affordable healthcare to rural India. Sunsure helps large facilities run on solar energy. 

You get the idea, don't you? 


Why we love conscious business?

Well, we kind of love the idea. That's how we have built all our businesses as well.

Our first venture was a skill-assessment platform to match young people with careers they are best-suited to. Our second venture helped small and medium manufacturing businesses be more productive. We started Plural.Network because we felt that a progressive, rational narrative was missing from the media landscape. 

Besides, we believe in the idea that “you vote for the world you want to create with every dollar (or rupee, or even second) you spend”.

We find enough people like ourselves who love businesses and organisations that stand up and address REAL issues. Counting on that, we are willing to bet all of our efforts and attention on conscious businesses.

"As we care for the same issues that many of the conscious brands are addressing, it is a very natural choice for #Mensch to associate with conscious businesses only"

Over the next couple of decades, millennial buyers will shift their purchases to brands that share their values. 

We want to be the agency that adds momentum to this shift. Our goal is to help conscious companies win market share by communicating responsibly. 


Communicating responsibly?

According to Havas Media, "60% of content produced by brands is declared as poor, irrelevant or failing to deliver." We think we know why.

Many brands choose to create content that continuously talks about themselves - their products, offers, awards, teams, new launches.. so on and so forth. That content is stale in 2018. Specially on online platforms.

Marketing today is about creating content that is valuable to the reader and doesn’t push them for a sale all the time. 

To communicate responsibly in 2018 means to understand the people you are communicating with, their values and help them make a 'good' purchase decision. 

Creating useful or entertaining content is one of the most effective ways you can build a relationship with your customers. Your customers are conscious too. They recognise an authentic gesture when they see it.

This is the fundamental principle that guides all our work.

We create and promote content with the goal of helping people and building relationships. We know that caring for people and making sure their money is well spent, is the best way to get their attention towards whatever it is that you are saying (or selling).

Based on this approach, there are a few practical ideas we religiously follow:

  1. Market with Permission: Forget E-mail blasts. It’s 2018. Your Email Marketing can be a lot more than an email blast. Why would you want to shoot mails to random people and ask them for a sale?

    A conscious business respects the time and attention people give to the brand and proactively seeks permission before selling anything to them.

  2. Marry Context with Content: Every social media platform has its own context.

    If Facebook is like someone's drawing room where intrusion and blatant selling are (almost) criminal, Twitter is like a cocktail party where brands are free to jump into any conversation and add value.

    This means that a piece of content made for Facebook may not work on Twitter. 

  3. Act Human: All of the social media platforms are made for people to engage with each other and grow their personal communities. Brands must accept this nature of social media and adapt their tone to be friendly, frank and spontaneous. 

    We advocate that brands become more accessible on social channels and give followers a peek into aspects of their business; which wasn't possible with conventional marketing. 

  4. Stand up:  Contribute best ideas to relevant social discourse. Show willingness to join hard debates with a strong point of view. In its best form, standing up means breaking ranks on mainstream thinking.

    At the end of the day, companies are selling to people who live in communities. Brands can't flourish without doing good for their local community.