Recently I was flipping through my mom's AARP magazine (I know what you're thinking, but it actually has a lot of interesting articles :) and I found a write-up about "embedded generosity." I had never specifically heard of this term before, yet as I read on I realized that this is something we all have most likely encountered.
This is a great way to market a product because you are helping a cause without even really being conscious of it sometimes. The article explained how many companies feel it attracts customers more when the "giving" is part of the purchase, and not a separate decision. In this way, when businesses ask as you are checking out "would you like to donate a dollar to the children's fund today?" You are psychologically more likely to buy a product that supports the children's fund in your initial cost, than to make a donation after buying something.
Another example of this was the RED campaign which raised money for fighting aids in Africa. Customers could purchase cards, shirts, CDs, etc. in support of aids awareness. Another example is when you purchase Procter & Gamble goods or redeem Kraft coupons, you help fund Feeding America, which provides food to low-income Americans. The article also mentions that skin care company Philosophy donates their net proceeds from sales of nine bath and body products to nonprofits via its Shop For A Cause Program. Henry Mason of Trendwatching.com says that embedded generosity "makes giving painless - and automatic."
Have you ever bought something because it supported a cause? Were you even aware of that fact that you were supporting it?
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