I was so pleased to interview my daughter Emily about her views on media and advertising. A recent grad from Boston College Emily currently works at The Vertical Harvest in Jackson, Wyoming, a multi-story hydroponic greenhouse providing fresh produce to the Jackson community on a year-round basis.
We asked Emily about how she arrives at her purchasing decisions, and what role advertising plays. She is a conscientious consumer; her purchases are generally made through the lens of how and where the product was made, and how many miles the product has traveled. When possible, she likes to buy local goods. And as recent college grad, price is also a consideration. In terms of advertising, while Vice and NPR are her go-to for news, she is distrustful of internet advertising generally. She finds the cross-screen retargeting of ads “creepy.”
Have a listen to learn about the purchase journey of an “ethics-based” consumer.