Marketing the movement

2 minutes
Howard Brodsky presents at the International Summit of Cooperatives
Howard Brodsky presents at the International Summit of Cooperatives

The movement is massive. And it can save the world. It’s the co-op movement worldwide. Co-ops as a solution to the world’s problems was a predominant theme at this year’s International Summit of Cooperatives hosted by ICA and DesJardins October 11-13 in Quebec City. At the event economists Joseph Stiglitz, Jeremy Rifkin and Robert Reich all touted the critical role for co-ops.

But it’s time to make a broader audience see the light. Cooperatives have a strange identity crisis right now and can be viewed in the mainstream as not viable and/or not modern — an issue also agreed on at the conference. As Robert Reich said at a presentation on October 12, we have to raise the co-op voice. Vic Van Vuuren, from the International Labor Organization, said in an October 13 session, we must externalize the value proposition of co-ops consisting of the triple bottom line: economic, social, and environment. Nicole Alix, President of La Coop des Communs in France said let’s reach out to activists. And Charles Gould, Director-General, in charge of the e, International Co-operative Alliance in Belgium, mentioned the irony of large and influential co-ops — in many cases, co-ops with thousands of members — being unknown to the general public as cooperative organizations.

The need for promoting co-ops you’ve likely heard before. But at this summit about increasing our capacity to act, Howard Brodsky, CEO, Chairman and Co-Founder of CCA Global Partners showed how he is doing it. He’s created a promotional campaign at What Brodsky described in a session titled “Making Cooperatives the Way of the Future” was the need to tell stories. Stories are how people remember things. If we want people to understand and remember the co-ops that exist around them and what they have to offer, then we must tell their stories.

His approach is to answer the why of co-ops, and he’s created multiple videos that answer this question. He showed two well-produced videos at the summit that shed light on what co-ops have to offer in brief but effective messaging. Telling why co-ops are a solution will be slightly different depending on the co-op sector. But he says that each sector needs to tell their stories.

This marketing effort is a bridge for educating the general public on the value and benefits of co-ops. is a resource with videos, sector descriptions, and blogs. Under the link “explore,” there is a video that describes a co-op. Another link divides co-ops into nine sectors.

Let’s brand co-ops as a mainstream business solution. Howard Brodsky is showing the way.

Some videos promoting co-ops I produced can be viewed at Kingbird Content. One video explains co-ops in 60 seconds.

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