Updated Oct, 18th 2013
"Spirituality is on the rise and we are seeking spiritual fulfillment."
“Over one third of respondents said they believed they could achieve the American dream through spiritual fulfillment rather than material success.”
According to recent survey in US News
“Many young adults seem to be moving away from organized religion while simultaneously trying desperately to connect with their spirituality.”
Article written by OP-ED columnist Charles M Blow in New York Times
“Millennials may be more spiritually thirsty than older generations.”
Knights of Columbus/Marist poll being “spiritual or close to God”.
“Gen Y sees what is known as the American Dream or middle class dream as less about money and more about living a fulfilling, meaningful life.”
Article from Psychology Today
Further evidence in the rise in spirituality can be seen through brands in other categories:
Yogi Tea -How good can I feel?
Lululemon Yogawear -Friends are more important than money
Eat, Pray, Love -Anna Gilberts best selling book and movie starring Julia Roberts about spiritual travel
Searching for something meaningful
Karmaloop’s target audience is between 18 to 34 years old, with their most active audience in the 18 to 24 range. One can imagine that their strongest customer base are students or recent graduates. Their acquisition power is limited due to high student fees, or having just started their working lives paying off loans. As a result they would be more likely to engage and go out of their way “hustlin” to complete challenges in order to win prizes, rewards and recognition by their peers.
According to Ray B. Williams in Psychology Today: Gen Y has grown up naturally collaborative, talented and open-minded, flexible and they thrive on social media, all characteristics well suited to the new economy. Gen Y demands only that the workplace reflect their values--personal growth; work that is meaningful.
Everyone encounters negativity in life, whether in the form of gossip, turmoil at work or school, breakups and other losses. Having a routine or a ritual when doing something good can help you to release negative energy and reclaim your power through good karma. It can also act as the starting point for moving in a better direction.
Why should good deeds go unnoticed?
We believe good deeds should be noticed and rewarded. Encourage your audience to do good things and reward them with Karma points through Karma Quest!
Karma Quest is an app that lets you track your karma, whether good or bad, and rewards you for deeds accomplished. Participate in challenges, rate other’s deeds and gain Karma points to either donate to charity, give to a friend or spend on KarmaLoop.
Designed to be used on the go
The symbol represents karma and the notion that whatever you do will come back to you in full circle
This is your Karma Loop. You can instantly see how you karma is today, whether good or bad
On the Karma feed you see what deeds you and others are accomplishing. You can also rate other's deeds so they get rewarded
Karma Quests is where all your favourite brands post challenges and deeds. Here you can choose which ones to participate and follow. For instance, Jeff Staple might ask you to take a photo of a pigeon for Karma points!
This is your dashboard. See how many Karma Points you have accumulated and decide if you are donating them to charity, giving it to a friend or spending it on a Jeff Staple x KarmaLoop Anniversary jacket
The Karma Tracker is essentially a leaderboard, where you can see the people with the best karma at any given time
Why is Karma Quest a perfect fit for your audience?
Why is this good for the KarmaLoop brand?
How can this benefit the brands under the KarmaLoop umbrella?
ROLL OUT PLAN
I believe that it is important that this concept is not driven by money, and it is integral that the rewards are based on your good deeds and not how much money you spend. In my opinion companies are ultimately not companies; they are people and run by people. I would like to see you (Greg Selkoe) and all your employees actively using Karma Quest from the start; good karma or bad karma it is all there to see. This coupled with major influencers and challenges set with a few select brands will be a good start in terms of beta testing. You will be right in there engaging with your audience who are given a true impactful voice on a spiritual level through Karma Quest.
Thank you for taking the time to read through. This idea is by no means flawless, please take a stab at it, pick it apart and lets reassemble it and make it better. Looking forward to hearing your thoughts and feedback.