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]
Contents
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]