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:
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.