Embedded generosity
Encyclopedia
Embedded generosity is the incorporation of charitable donations into the sale of a product at no extra cost and was highlighted as a key consumer trend for 2010 by Trendwatching.
Consumers are increasingly trying to do good as they spend. Research in 2008 by Cone, a brand consultancy, found that 79% of consumers would switch to a brand associated with a good cause.
Rather than try to make products that can be marketed as ethical in their own right, such as “fair trade” goods, firms are increasingly trying to take an ordinary product and boost its moral credentials with embedded generosity
Examples of embedded generosity initiatives include:
Consumers are increasingly trying to do good as they spend. Research in 2008 by Cone, a brand consultancy, found that 79% of consumers would switch to a brand associated with a good cause.
Rather than try to make products that can be marketed as ethical in their own right, such as “fair trade” goods, firms are increasingly trying to take an ordinary product and boost its moral credentials with embedded generosity
Examples of embedded generosity initiatives include:
- IKEAIKEAIKEA is a privately held, international home products company that designs and sells ready-to-assemble furniture such as beds and desks, appliances and home accessories. The company is the world's largest furniture retailer...
promised to donate a solar powered desk lamp to UNICEF for every unit sold in IKEA stores worldwide, to give to children without electricity in refugee camps and villages in remote areas - In October 2009, TwitterTwitterTwitter is an online social networking and microblogging service that enables its users to send and read text-based posts of up to 140 characters, informally known as "tweets".Twitter was created in March 2006 by Jack Dorsey and launched that July...
’s owners announced that they will begin selling wine through their Fledgling Wine label. The wine will be bottled from August 2010 and USD 5 of every bottle sold will go to Room to Read, a charity that organizes literacy programs for children around the world. - fairsharemusicFairsharemusicfairsharemusic is a Download To Own music service that combines legal downloads with charitable donations. It is similar to other popular legal download sites, but donates half the profit from every download to charity...
launched an online music store which combines charitable donations with music downloads. It promises to give half of the profit (equating to 32p for an album costing £7.99) - Sharwoods launched a limited edition chutney with the support of Joanna LumleyJoanna LumleyJoanna Lamond Lumley, OBE, FRGS is a British actress, voice-over artist, former-model and author, best known for her roles in British television series Absolutely Fabulous portraying Edina Monsoon's best friend, Patsy Stone, as well as parts in The New Avengers, Sapphire & Steel, and Sensitive...
. Ten pence from each jar sold will go to the Gurkha Welfare Trust