Time to get over the charity hangover


So if you are truly motivated to sell product and do good, it’s time to appeal to consumers’ self-interest.It’s time to get over the charity hangover that says giving must be pure and embrace the fact that self-interest can and must drive pro social consumer behavior. Here are three ways this can be achieved:

1: Direct Personal Benefit

if you are creating social impact, benefiting your consumer beyond the feel good is a scalable way to accomplish this. So embrace the marketing tradition of discounts, free products, exclusive offers, and loyalty points as a thank you for engaging in your cause marketing promotion because they are more likely to take part if there is something in it for them.

2: Public Recognition

people are more charitable if their donations are public and that people very seldom give anonymously to charities. 

3: Social status

Consumers have a strong desire to associate with people and organizations perceived to be of high social status.


Adam Smith, the father of modern economics, wrote “It is not from the benevolence of the butcher, the brewer, or the baker that we expect our dinner, but from their regard to their own interest.” We believe that the same applies to supporting social and environmental causes. Companies need to find meaningful ways to align their cause initiatives with the self-interests of consumers. We call this “profitable good” and while it may feel strange to reward consumers beyond the feel good effect of the cause, it is the only way to drive meaningful and scalable social impact and sales.


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