Now with a recession having set in, expect to hear even more about 'caring', as that's what consumers and citizens will demand from governments and organizations: someone to take care of their jobs, their savings, their fellow citizens.
Generosity: liberally in giving or willingness to give
We're talking about truly living a generous, caring brand, generous to customers, generous to employees, generous to the environment, generous to social causes.
Giving is the NEW Talking and Sharing is the NEW giving
just look at the surging interest in participating vs consuming: from the avalanche of crowd sourced initiatives to producing for free, for the greater good, and for attention.
INVOLVED GENEROSITY
Getting your consumers in a generous mood is easier if you're being generous too.
Companies doing this:
- Google: Project 10100 (www.project10tothe100.com)
- Whole Foods (www.wholefoodsmarket.com/values/giving.php)
- ColaLife (www.colalife.org)
- Tripadvisor: More than Footprints (www.tripadvisor.com/vpages/cause_rules.html)
- TOMS Shoes (www.tomsshoes.com)
If consumers value authentic, practical, and exclusive, and they're also forever looking to make life more convenient, even save some time, then why persist in bombarding them with your one-way advertising campaigns? Why not assist them in smart, generous, relevant ways, making the most of your products and whatever it is your brand stands for?
FREE LOVE
or the art of giving away stuff to consumers, endures, and is obviously very GENERATION G
PERKONOMICS
offering new-style perks like reserved parking for owners of a specific automotive brand, or letting preferred customers jump in lines at busy events is one excellent way to become a more generous brand.
During a downturn you WILL want to excel in caring even more for your viewers, and you will want to pay insane attention to detail, as that will make you stand out in an even more competitive environment!
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