If you're like the vast majority of people out there, you are a citizen consumer - you just might not know it yet.
Citizen consumers are empowered individuals who take control of their buying. In purchasing local, shopping organic, or buying products related to causes, citizen consumers make choices at the checkout counter -- just like at the voting booth -- that carry lasting implications for themselves, their communities, and the world at large.
By now, it shouldn't come as a surprise that citizen consumers are looking for more enlightened ways to spend their dollars. People want their dollar to go a little further than simply adding wealth to a company's corporate coffers -- they want that money to have impact -- real life impact in the lives of individuals in need around the world.
Simply put, people want to do good by buying. But don't take my word for it. A recently released study by cause marketing firm Cone LLC announced that an astounding 94 percent of consumers would switch brands if one carried a cause and another did not. When factors like cost and product type were made equal, 94 out of 100 people would choose to buy the product that supported a good cause. That's not just proof that citizen consumers are looking for ways to spend their money that contributes to a better world. That's overwhelming, hit-you-over-the-top-of-the-head, slam-bang news that companies should be heeding. With 94 percent of consumers concluding that they simply want their shopping to do good, companies need to step up and recognize the powerful opportunity -- and potential challenge -- they face in light of an empowered consumer citizenry that is ready to put their dollars where companies are connecting causes with their products.
The opportunity is obvious. When companies engage in a meaningful way with a cause that their consumers care about, those consumers are going to switch to that brand over another brand that simply stacks its profits with no regard to the less fortunate. But for companies that don't heed this clarion call, they may find slumping sales as customers follow the good and as consumers follow the impact.
Consumers know that corporations wield considerable power. They understand that a well capitalized company can engage in all sorts of marketing tricks and sales tactics to win ever more sales, and ever higher profits. And now they desire, in fact are demanding, that companies play a meaningful role in improving the quality of the world.
I've written in the past of how large swaths of the human population exist in abject poverty. Bet you didn't know that 3.1 billion of your fellow human beings subsist on less than $2.50 a day. When causes like ending poverty are so real, consumers want companies to take a meaningful stand and contribute to those less fortunate.
Ninety-four percent of us would literally switch brands in order to support a cause we believe in. Betting on cause isn't just a nice way to spread cheer this holiday season. It's good business.
Follow Auren Kaplan on Twitter: www.twitter.com/aurensays
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Along those lines, I couldn't help but notice October's annual tidal wave of pink paraphernalia in support of breast cancer research. And a trip to the store can give a person the feeling they are saving the world for all of the "green" marketing. An under-addressed issue on everyone's minds is the US economy, jobs, and the health of our small towns and struggling cities. I believe that Americans are more likely to buy a product if they know it is made in the USA, but very few companies are addressing this desire.
I launched a site, www.usalovelist.com to celebrate the very best of American-made products. We have three goals: 1) make it easier for consumers to shop American, 2) encourage retailers to carry Made in USA products and display them so shoppers can find them, 3) support and encourage companies to proudly produce their goods in the US.
Thank you Auren, for this article. It will surely help us in our efforts. As I work with buyers, retailers and American companies, I will be keeping it on hand and referring to it often for both information and inspiration.
I think the tool you bring up is great - but let's face it, the world we live in, including all the good work of non-profits, still has 3 billion people making less than $3. We need to amplify the impact. And by connecting companies with causes, and those companies' products with consumers, we can do it. Thanks for writing in.
We are taking the 'sacrifice' out of a donation by offering tangible value in return. I (kelly, the founder) totally agree that if we harness even a small percentage of total commerce transactions, we can make a HUGE impact on society.
With Givengi, you can 'double the give' as we like to say or the term you used, 'amplify', by giving a portion of the sale, at no added cost to the consumer, to a charity of your choice, as well as buying something to give to somebody as a gift, or maybe a treat to yourself!
There is another company that is doing big things as well with an awesome founder, Brent Freeman from Roozt. Have you heard of them?
Also, I checked out the Gifts for Humanity site and it seems to be similar to Fundraise.com, the main differences being in the web development/Ruby on Rails platform that Fundraise deploys, and the pricing. Fundraise.com, like Givengi, doesn't cost anything to begin, but unlike Givengi, Fundriase takes 7.5% of every dollar donated through the platform. We think that we have the 'best alternative' solution that merges a few different fundraising models. I'd love to chat and tell you some more about us!
Keep up the good work!
Although I struggle with an apt metaphor, it is the difference between handing out fish vs. investing in tools, programs and campaigns that result in more people who love to fish...the latter approach is the one that will generate the most fish to distribute. But I think we're after the same outcomes. Yoplait maybe needs to bring a bit more creativity to bear on their program.
On an unrelated note, if you are a parent whose child is suffering from bullying, I highly recommend the Gracie brothers' Bullyproof program. You can evaluate it here: https://www.graciekids.com/Default.aspx
Yes our 13 year old daughter was bullied, thankfully this year we enrolled her in the Lee Virtual School here in Florida and its a God send. She is happy and we are happy. She is really a different child. She gets lots of encouragement from her teachers and she can focus on learning. But we feel for everyone else who is not as fortunate. And deep inside I don't think pulling children from school who have been parented and know how to act is the right solution. I would prefer my daughter stayed in school and set an example. I wish all parents would take the time to teach their children how to behave and respect others.
Thank you very much for your reply Mr. Kaplan. You made me feel better. And we, as a family are determined to make a difference.
Done properly, these initiatives can not only generate sales lift and social impact, they may even create switching costs.
Thanks for writing about an important part of our changing landscape.
Kind regards,
Bryan