Now, more than ever it seems, buy one give one (BOGO) giving makes sense

When things ‘tighten up’, it’s perhaps logical to think giving has to as well. In fact, one of the retail ‘moguls’ in Australia, Gerry Harvey of Harvey Norman, was quoted as saying that quite strongly last week.

But as often happens, ‘logic’ defies reality. Here’s why:

Good purpose
This year's goodpurpose? global study of consumer attitudes reveal that nearly seven in 10 (68%) consumers would remain loyal to a brand during a recession if it supports a good cause, and 71% say that when they think about the economic downturn, they have either given the same or more time and money to good causes.

Surprising. And logic-defying!

That same very recent study highlighted some other interesting stuff too. Like this:

Half (52%) of consumers globally are more likely to recommend a brand that supports a good cause over one that does not, and 54% would help a brand promote a product if there was a good cause behind it. And going even further…
Around the world, consumers voice a strong desire for marketers to connect their brands to social action. Forty-two percent say that if two products are of the same quality and price, commitment to a social purpose trumps factors like design, innovation and brand loyalty when choosing one brand over the other.

Stunning isn't it?

The citizen brand
And this comment from the report really says it well: It means that putting meaning in marketing is more important than ever. One of the reports authors puts it this way: "These findings present brands with an opportunity to engage in 'mutual social responsibility'-brands and consumers working together to effect positive social change for mutual benefit -and to realize a "return on involvement," a new metric that looks at participation and involvement as true builders of brand loyalty.

When a brand acts as a 'citizen brand,' contributing to community and society beyond its functional benefits, 'doing good' can translate to 'doing well' and the brand can forge a stronger emotional bond with its consumers."

You can see the whole report at www.GoodPurposeCommunity. com

It just goes to highlight how important B1G1 is and why the global community of giving that you're a part of is so perfect for our time - allowing you not just to give simply, effectively and automatically but in a way that forges that stronger emotional bond the report talks about. And with your continued involvement, we're doing it every second, every day and in every way. We're very grateful.

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