It Pays To Be Brand That Helps Others

During COVID-19 when malls and storefronts are shut down, it’s no surprise that ecommerce sales are on the rise. For example, digital sales grew by more than 100% in March and are up 275% in April. But for penny-pinchers like me, whose tendency to save versus spend only intensified during the economic hit of the global pandemic, the purse strings loosen up when it’s worth it.

When I saw an article promoting Ashton Kutcher and Mila Kunis’ quarantine wine, with 100% of proceeds from the themed pinot noir made in partnership with Nocking Point winery donated to charity, I pulled out the credit card.

However frugal I may be, like many others, I am looking to give back in small ways. For most of us too afraid to leave our living rooms, brands can play a huge part in supporting good causes, and they reap the benefits of brand image and customer loyalty.

When a brand can make consumers feel good about themselves, consumers will feel good about the brand. With many of us feeling helpless during this hard time, brands provide a platform for us to be a part of something bigger.



While in a perfect world we would all want to donate more regularly, the truth is that many of us need incentives. A study by The Boston Consulting Group found that instead of making one-off charitable donations in cash or in kind, millennials are more likely to integrate causes into daily life by buying products that support social or environmental problems. The good news for brands considering a charitable product or offering: 91% of consumers reported they were likely to switch to a brand that supports a good cause, given similar price and quality.

For brands who haven’t considered aligning with a cause yet, in addition to the above, consider these reasons why you should:

  • Gain purpose-driven customers: Nielsen reports  that two in three  consumers will pay more for products and services that are committed to making a positive social impact. By revealing their beliefs and values, brands can gain new audiences of purpose-driven consumers.
  • Boost brand recall: Who can think of TOMS without “buy one, give one” coming to mind? The right partnership and the right promotion can define brand image and improve recall. 
  • The world needs you: Families who can no longer afford to put food on their tables due to the economic impacts of COVID-19 could use the help. Health care professionals without the proper supplies are very much in need of donated resources. An Accenture report revealed that 62% of consumers want companies to stand up for the issues they are passionate about. This is a chance for brands to stand up for public health, hunger and so many cascading issues.

Caused-based products aren’t a new thing, but I suspect this type of corporate philanthropy will only increase. The global messages of hope we are receiving are variations of “in this together.” Brands must show they are “in this” -- the pursuit of a healthier and more sustainable society -- and consumers will want to align themselves with the brands they trust will carry out their promises.

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