Marketing the counter-culture

10 07 2009

I recently saw a documentary called H2Oil at the Bloor Cinema in Toronto. At the end of the documentary, people seemed so agigated and involved in the message being conveyed in the movie that I began to think – do these people really care about these issues or have we as a society (given today’s conditions) returned to the old model where anything rebellious and anti-mainstream culture is considered cool? I’m tempted to choose the latter, unfortunately. But there is a brighter side to this observation – as long as your product/service has a strong counter-cultural significance (and is authentic), you have a better chance of making that emotional connection with your audience.

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