Volunteerism and Charity
Is this the new way of marketing?
Pepsi. TOMS Shoes. American Express. Disney. Target. Many companies are attaching themselves to volunteerism, charity, and other forms of doing good to attract consumers rather than utilizing traditional advertising and marketing.
In my opinion - it's working. Last week alone I found myself on the TOMS Shoes website, looking at their new wedges for summer that they had tweeted about (for those of you unfamiliar with TOMS Shoes, for every pair of shoes purchased, they donate a pair to a child in need); and when I read about American Express giving their cardholders points for volunteering - I did take a look at their volunteer list. And Disney? They had one million people volunteer in 10 weeks for their 'Give a Day, Get a Disney Day' campaign.
Although I didn't end up buying the shoes and have yet to volunteer via American Express, it's companies like these that we as consumers remember. Do you have a brand you remain loyal to because they are pledging to do something good in this world? Many companies have become eco-conscious in the past few years, volunteerism and charity seem to be the obvious next steps.
Why does this type of advertising and marketing work? It works on Gen Y because we like to feel a connection, we want to be part of something bigger, and do something better for the world. So whether that means volunteering our own time, buying products that are made from recycled materials, or seeing shoes donated to a child in a third world country, we feel that we have made a positive impact on the world we live in today.
So companies, brands, marketers - people will continue to buy your products whether you advertise that you are doing good or not - but why not do something to make a positive impact on this world? It will not only make your consumer feel good and possibly remain more loyal to your brand, but it will benefit others in need.
Links
TOMS Shoes One for One
American Express Members Project
'Give a Day, Get a Disney Day'
Pepsi Refresh Project
-Jocelyn Fielding, Account Coordinator/Gen Y Contributor
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