Pull strategies, by having the right sustainable product and leveraging social media, would find socially conscious consumers. (d) Lessons learned: Socially conscious consumption was now expanding beyond fast moving consumer goods. Additionally, government certification to produce more congregant/communal housing using engineered bamboo and modularity awaited confirmation of the stability of CUBO’s products through on-site inspection of consumer homes. New opportunities were presenting themselves, such as with resort owners. CUBO homes have a longer than expected wait time for delivery. CUBO has had both a significant number of inquiries and a significant number of orders. (c) Results achieved: Demand had outstripped supply. CUBO used social media to highlight its numerous awards in international home-building competitions and to target socially responsive consumers. Modularity reduced production costs not only because of economies of scale but also because a CUBO unit could be built off-site and assembled on the home site rather than in the traditional manner, which was completely on-site construction. Engineered bamboo treated the natural wood to produce a robust, termite-, and moisture-proof building material. (b) Action taken: Two central features of CUBO were their engineered bamboo construction and their modularity. Yet Earl and Zahra were convinced that there existed a socially responsible market in the Philippines if they could create a product that was sustainable and affordably priced. Housing was not often thought of as representing socially responsible consumption. CEO and co-founder, Earl Forlales, along with his co-founder and COO, Zahra Zanjani, were brainstorming how to fulfill their vision to provide dignified homes for Filipinos that were fast to build, using sustainable materials that were more affordable and could withstand the weather conditions in the Philippines. (CUBO) was a modular home developer located in the Philippines.
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