Insight
Jun 22, 2016


How saying NO is helping brands to win back mindful consumers.

THE (BRAND) POWER OF NO

San Francisco, city of revolutions, birthplace of new social models and new trends turned mainstream. At the heart of this city which is continually questioning the future of usage and social norms, brands are increasingly offering products that challenge the status quo. From mass market goods to niche products, there is no escaping the fact that "NO" is an increasingly powerful tool for brands.

No toxins: no parabens, no artificial fragrance, no artificial flavors, no gluten, no animal testing, no bullshit. In one of the most progressive cities in the U.S., saying no means that consumers can have a say when it comes to their own dietary or ethical aspirations. And the result of this free-from movement is the emergence of a new type of category that questions a brand’s production methods or moral compass.

Unlike France and Europe where "no" and "without" are synonymous with deprivation, the U.S. is leading the charge on design that embodies a positive pairing back, helping consumers reclaim control in the face of a world that is constantly evolving its conscience.

These uses of ‘NO’ resonate like the affirmation of a potential new order. Whereas in the 2000s, we were bombarded with all kinds of superlatives and additives, today it’s the less-is-more approach that is feeding the aspirations of modern consumers. These proclamations mark the start of a more responsible, transparent and involved attitude agenda for savvy brands. In a landscape where consumers value trust and integrity above all else, this movement means tangible and concrete commitments to help win back mistrustful consumers.

So what does San Francisco have to do with all this you ask? This city, once the centre of the hippie movement, is now an open-air laboratory, where not a day goes by without the launch of a new start-up or brand. This city is open-minded and unprejudiced, opening the doors to smart brands who are ready to tap into a demographic willing to pay more for brands that do less. May the bravest brands join these ranks, say no and prevail.

Share

CBA USA

San Francisco
360 Pine Street, 3rd Floor
San Francisco, CA 94104

New York
276 5th Avenue, Suite 305
New York, NY 10001

© 2018 All Rights Reserved

Contact

San Francisco +1 (415) 339 4220
New York+1 (646) 793 3800

New Business Inquiries

getintouch@cba-design.us

Follow us on

CBA is part of a global network with offices in San Francisco, New York and around the world.

CBA Global en
CBA France FR / EN
CBA UK EN
CBA Italy IT / EN
CBA Spain ES
CBA Turkey EN
CBA Middle East EN
CBA Asia Pacific EN
CBA North America EN
CBA Latin America EN

Type your search and hit return

SUBSCRIBE TO OUR NEWSLETTER

First Name

Last Name

Email address

You will need to confirm your address to activate your subscription
By clicking “Subscribe Now” you are agreeing to our Privacy Policy.

Terms and conditions

This site is edited by:
CBA Paris
SASU with a capital of 1 150 000€
RCS Paris Headquarters : 96 rue Edouard Vaillant, 92 300 Levallois-Perret, France Tél : 01 40 54 09 00

Director of Publication: Louis Collinet

This website was developed by:
CB’A Srl
Headquarters: via Lecce 4, 20136 – Milan, Italy

The information displayed on this site concerns all CBA Paris entities. These companies are referred to hereafter by the name « CBA Group ».

Property rights

Copyrights
All data, text, information, images, photography, videos or any other content shared on this website are protected by copyright. Any reproduction, representation, use or adaptation, whatever the form, of all or any element of this site without the written consent of CBA Group will be considered as a counterfeit act and falls under the penalties of Intellectual Property Code.

Brand copyright
All named and logotyped brands, and other distinctive signs, which appear on this website are CBA Group’s property and / or of their clients. Consequently, any reproduction or representation, and any use of these distinctive signs is prohibited, except with the written consent of their owners.

Link generation to www.cba-design.com
The website allows the set up of a hypertext link pointing towards its content, except using the technique of « deep linking », i.e the pages of www.cba-design.com should not be integrated within another website’s pages, but should be accessible through the opening of a new window.
This authorization does not apply in any case to websites displaying controversial, pornographic, or xenophobic information or which could harm sensibility or cause public disorder.

Website editor’s responsibility


Website content:

CBA Group has attempted to ensure the accuracy and the update of the information contained on this website ; CBA Group reserves the right to amend, at any time and without notice, the content. However, CBA Group cannot guarantee the accuracy, the precision or the comprehensiveness of the information carried on this website.

Website access:
CBA Group companies cannot be held liable for any incovenience or damages related to the general use of the Internet, notably in case of service breakdown, external intrusion, downloaded viruses, or damages caused to the equipment or software which would be linked to the use of this website.

Links to other sites:
The site might include links to other Internet websites. Given that CBA Group can’t control these sites, CBA Group cannot bear responsibility for their contents, advertisments, products, services or any other material available on or from these websites. Moreover, CBA Group cannot be held responsible for any damages or loss related to a trust relationship relating to the content, goods or services available on these sites. Privacy policy Visitors are made aware that all personal date collected on this website are automatically processed. Data collected are kept confidential and are for the exclusive use of members and services of CBA Group.
These personal data fall under the dispositions of law « Informatique et Libertés » of January 6, 1978. It is understood that the visitor is given a right of access, amendment or deletion of any personal data related to them, by sending a letter to :
CBA Fabien Godimus
96 rue Edouard Vaillant
92300 Levallois-Perret
or by sending an email to fabien.godimus@cba-design.com