CWAC Business plan CWAC Business Plan Mollie Pearson | Page 13

Business Idea
The Service
Overall the aim of Coffee
with a conscience (CWAC)
will be to run a marketing
campaign to raise awareness
of social issues at
independent coffee shops
in Birmingham and educate
consumers as to a safe space
for victims to seek advice.
Whilst raising money for
local charities. In a survey
conducted by the researcher
it found that “When asked
how important it is to spread
awareness of society issues
the average answer was 5
meaning extremely
important” see appendix 8
for survey results.
Proving how important is
it to consumers to spread
social awareness. for full transcript.
CWAC will raise awareness
of social issues such as
sexual harassment, feminism,
LGBT, black lives matter, acid
attacks and racism. The
researcher met with Craig
Bush co-owner of Faculty
coffee he commented on
the campaign “this is a really
great campaign and there is
such a need for it
particularly within
Birmingham” see appendix 6 This concept follows on from
previous research, where it
found key drivers pushing
the concept were a social
slow down. Scandinavians
are setting a trend through
their values of Lagom and
Hygge. This belief is that one
that encourage a balanced
lifestyle. It is important to
take a break for yourself
every day.
Another key driver found
Key Drivers
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was that online activism is on
the rise, with consumers
becoming more educated
through high level education
and heavy social media
activism from campaigns
such as #metoo creating a
new platform for activism to
exist.
The last key driver, which is
perhaps the most important
is the rise of social issues.
Homelessness, acid attacks
and sexual assaults to name
a few are on the rise, with
online activism becoming
more popular these issues
will be tackled head on.