Maybe it's because I live in California but it seems like, these days, everyone I meet has a cause (or two...or five) that they strongly believe in and want to support. Whether it's supporting our troops, sustaining the environment or cultivating education, there is a link to be clicked, a marathon to be run or a gala event to attend that engages people to contribute their time and/or money to the greater good.
So, what does this mean to you? That here may be hope for mankind after all? Yes, but what it also means is that the growing number of people who are making these changes, pledges and contributions (i.e., your customers / target market / intended demographic) expect you (i.e., your company or brand) to do the same.
Because of today's broad scope of media coverage, the citizen journalist-run blogosphere and the growing trend in documentaries and edu-tainment, young people are becoming more aware of the environmental and social issues at hand, and the effects they will have in the future-- especially on their futures. They are a hopeful and motivated generation -- we're constantly talking to kids who've raised disaster relief funds through social networks, helped spearhead recycling programs at schools, and who've gone on a volunteer vacation during spring break in lieu of Ft. Lauderdale -- but they are also a realistic generation and realize they can only do so much. Which is why they are looking to you to help make a difference.
In a recent Cassandra report study, we found that young people think corporations can make a bigger difference in the world than politicians can. And who can blame them when companies like Wal-Mart seem to have better, more efficient disaster relief systems in place than the national government, and where corporate leaders like Bill Gates and Richard Bronson pledge billions of their own dollars to make the world a better place.
When it comes to influencing politics and policy in the traditional sense, many young people feel powerless -- if I had a dollar for every time I have heard a focus group respondent say, "it doesn't matter if I vote," I'd have collected enough cash to erase a pretty large carbon footprint. However, they recognize the influence they have when it comes to spending power. For instance, why should they buy a t-shirt at store X when they can buy a t-shirt for the same price at American Apparel and know that it was made sweat-shop free in the USA? Comparatively, a company's social stance can improve its overall consumer perception and media image, thus promoting business. Just look at the success of Starbucks-- the company regularly, and very publicly, contributes to non-profit organizations, such as their clean-water resource campaign with Ethos Water.
Members of this generation also tend to have "what's in it for me" syndrome-- which, in this case, isn't necessarily a bad thing. They're savvy; they know they are being marketed to. As such, if you're going to take their money, they want proof that you care about improving their quality of life. And if you don't, they'll pick the brand that donates 10 percent of all profits towards education in inner city schools, or the product that is made of 95 percent recycled materials instead. On the same note, when it comes to online campaigns, they are more likely to forward a movie trailer or website promotion on to friends if they know a dollar will be donated to a charitable cause than they are to forward it "just because."
You may be thinking, "does my target consumer really pay attention to all of that stuff? And if so, how do they know which corporations are doing good things?" My answers to you are "yes, if your target consumer is under the age of 30," and "look around."
As influential companies take on more social responsibility, people are going to hear about it-- whether it's through the media, around the water cooler or on the internet. Right off the bat, Wal-Mart's green initiative comes to mind-- talk about a trend going mainstream. Add to that the pro-hybrid / low emission vehicle / anti-SUV trend in the auto industry, and the number of large corporations that are going carbon neutral, and I feel safe to say that the bar has been raised.
Smaller grass roots companies are also garnering media exposure and support for their innovative, cause-related efforts. For instance, Toms Shoes -- a new company that donates a pair of shoes to a child in need every time a pair is purchased -- has been featured in major magazines like Vogue, Los Angeles Magazine and WWD. And TakePride -- a company that supports U.S. servicemen and gives them a voice by telling their stories on screen printed t-shirts -- has been highlighted in the LA Times and Stuff Magazine. The above mentioned companies -- and other like-minded brands -- did not launch mega marketing campaigns or PR projects in order to get coverage. All they had to do was do something good.
Speaking of good, we're seeing a rise in new media outlets, social networks and websites that cater strictly to consumers who want to make a difference. GOOD Magazine, touted as a "cultural magazine for people who give a damn," aims to promote social, political and environmental change by educating young people on world news and issues and empowering them to take action. And this (ad-supported) publication practices what it preaches by donating 100 percent of subscription profits to non-profit organizations through their "Choose Good" campaign.
There are also a growing number of resources available to like-minded consumers, to help them navigate the ins and outs of cause-promoting businesses and corporations in their communities. For instance, The Blue Pages is a directory of companies rated by their politics and practices that's available at mainstream bookstores and on amazon.com. These consumers are not only concerned with companies' philanthropic and social practices, but they're also paying attention to which companies are treating mother earth with love.
Giving back used to be a "nice thing" for a company to do, but as time goes on, social and environmental responsibility have gone from "added bonus" to "cost of entry into the marketplace" status. With this in mind, I'd like to give you some final advice. The cover art for the inaugural issue for GOOD Magazine is devoid of gimmicks and eye candy. Instead, a large fill-in-the-blank ad lib is block printed across a simple gold and white surface.
It says, "_______, Like You Give a Damn."
In your case, I would fill that blank with the word, "market," but feel free to use your imagination.
For a more in-depth look at cause marketing and other hot marketing tactics, check out the September issue of The Intelligence Group's Cassandra Report: The Marketing Issue. For details, please contact me.
Rebecca Mc Quigg is a trends and lifestyle executive at The Intelligence Group, a trend forecasting, market research and consulting firm under the Creative Artists Agency umbrella. Read full bio.
