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. [1] 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. [2]
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 [2]
Examples of embedded generosity initiatives include:
An alcopop is any of certain flavored alcoholic beverages with relatively low alcohol content, including:
IKEA is a Swedish multinational conglomerate based in the Netherlands that designs and sells ready-to-assemble furniture, kitchen appliances, decoration, home accessories, and various other goods and home services. Started in 1943 by Ingvar Kamprad, IKEA has been the world's largest furniture retailer since 2008. The brand used by the group is derived from an acronym that consists of the founder's initials, and those of Elmtaryd, the family farm where he was born, and the nearby village Agunnaryd.
Fair trade is an arrangement designed to help producers in developing countries achieve sustainable and equitable trade relationships. The fair trade movement combines the payment of higher prices to exporters with improved social and environmental standards. The movement focuses in particular on commodities, or products that are typically exported from developing countries to developed countries but is also used in domestic markets, most notably for handicrafts, coffee, cocoa, wine, sugar, fruit, flowers and gold.
Dame Joanna Lamond Lumley is an English actress, presenter, former model, author, television producer, and activist. She has won two BAFTA TV Awards for her role as Patsy Stone in the BBC sitcom Absolutely Fabulous (1992–2012), and was nominated for the 2011 Tony Award for Best Featured Actress in a Play for the Broadway revival of La Bête. In 2013, she received the Special Recognition Award at the National Television Awards, and in 2017 she was honoured with the BAFTA Fellowship award.
Ethical consumerism is a type of consumer activism based on the concept of dollar voting. People practice it by buying ethically made products that support small-scale manufacturers or local artisans and protect animals and the environment, while boycotting products that exploit children as workers, are tested on animals, or damage the environment.
Branston is an English food brand best known for the original Branston Pickle, a jarred pickled chutney first made in 1922 in the village of Branston near Burton upon Trent, Staffordshire by Crosse & Blackwell. The Branston factory proved to be uneconomical, and production was moved to Crosse & Blackwell subsidiary, E Lazenby & Sons in Bermondsey, London, where it invested in new buildings in 1924 and 1926, which remained in use until 1969.
Sharwood's is a British food company, which specialises in Asian food, established in 1889 and acquired by RHM in 1963, which was then merged into Premier Foods in March 2007.
Fat Bastard is a brand of French wine introduced in 1998 and produced and distributed by a French and British partnership that began as a collaboration between French winemaker Thierry Boudinaud and British wine importer Guy Anderson. Originally launched as a Chardonnay, the brand has been expanded to include additional varietals including Merlot, Syrah, Sauvignon Blanc and Cabernet Sauvignon. It is sold primarily in the United States, and has been discontinued on the U.K. market. The price point for the brand is at the modest "entry level", at about $8 per bottle, and about 420,000 cases per year for the brand are exported to the U.S. market. The brand's Chardonnay is the largest-selling brand of French Chardonnay in the United States. The label features a cartoon hippopotamus.
Innocent Drinks is a company that produces smoothies and juice sold in supermarkets, coffee shops and various other outlets. The company sells more than two million smoothies per week. Innocent is over 90% owned by The Coca-Cola Company.
Cause marketing is marketing done by a for-profit business that seeks to both increase profits and to better society in accordance with corporate social responsibility, such as by including activist messages in advertising.
Sustainable fashion is a term describing products, processes, activities, and actors aiming to achieve a carbon-neutral fashion industry, built on equality, social justice, animal welfare, and ecological integrity. Sustainable fashion concerns more than addressing fashion textiles or products. It addresses the entire process in which clothing is produced, consumed and disposed; who, what, how, when, where and the expected useful life of the product before entering landfill. The sustainable movement looks to combat the large carbon footprint that fast fashion has created by reducing the environmental impact of fashion such as air pollution, water pollution and overall climate change.
Simple Skincare is a British brand of soap and skincare products designed for sensitive skin. Simple has been owned by Unilever since 2010.
Pop-up retail, also known as pop-up store or flash retailing, is a trend of opening short-term sales spaces that last for days to weeks before closing down, often to catch onto a fad or scheduled event.
There are ten U.S. states with container deposit legislation, popularly called "bottle bills" after the Oregon Bottle Bill, the first such legislation passed.
Pay what you want is a pricing strategy where buyers pay their desired amount for a given commodity. This amount can sometimes include zero. A minimum (floor) price may be set, and/or a suggested price may be indicated as guidance for the buyer. The buyer can select an amount higher or lower than the standard price for the commodity. Many common PWYW models set the price prior to a purchase, but some defer price-setting until after the experience of consumption. PWYW is a buyer-centered form of participatory pricing, also referred to as co-pricing.
Auvergnat Cola is a French soft drink brand founded in 2009 in Auvergne by the societé Julhes, based in Saint-Flour, Cantal, to market an alternative cola drink. In March 2011 it was acquired by Audebert Boissons, based in Bort-les-Orgues.
OneHope is a Napa Valley-based winery founded in 2007. The company is set up as a social enterprise to raise awareness and funding for charitable organizations and social causes. The company's charitable donations are made through the OneHope Foundation. The OneHope Foundation has raised over $6 million for various charities around the world and their Sparkling Brut has provided over 3 million meals to those in need. Some users initiate contact with One Hope Wine and do not receive a response, only repeat marketing emails.
Glaceau Smartwater is a brand of bottled water owned by Energy Brands, a subsidiary of The Coca-Cola Company. Introduced in 1996 in the United States, by 2016 it was one of the top five brands of bottled water in that country with sales worth nearly $830 million in 2017.
Alcohol in the United Kingdom is legal to buy, sell and consume. Consumption rates within the country are high among the average of OECD nations however average among European countries but consistently ranks highest on binge drinking culture. An estimated 29 million people in the United Kingdom drank alcohol in 2017.