Embedded generosity

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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]

Examples

Examples of embedded generosity initiatives include:

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References

  1. 1 2 The Economist , 2010-02-13. Retrieved on 2010-08-04.
  2. Jack, Louise. Marketing Week , 2010-01-21. Retrieved on 2010-08-04.
  3. "Website Launches 'Ethical' Music Downloads", Sky News , 2010-06-22. Retrieved on 2010-07-01.
  4. "Joanna Lumley puts name to Sharwood's chutney to support Gurkhas", The Daily Telegraph , 2010-08-06. Retrieved on 2010-08-06.