Charities focus on consumers, rather than placing emphasis on victims
Implications - Consumers are feeling more charitable than ever as more and more brands use cause marketing to alleviate purchasing guilt. Another tactic is to focus on what consumers can do individually; rather than victimizing those in need, this puts the onus on the person to do what he can to help a charity. Asking consumers to volunteer to do a wacky stunt in exchange for donations or to stay fit in the name of charity are just a couple of ways social organizations are making people own up to doing good.
Trend Themes
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Cause Marketing — Brands are using cause marketing to alleviate purchasing guilt, leading to more consumers feeling charitable than ever.
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Individual Responsibility — Social organizations are focusing on what individuals can do to help charities rather than victimizing those in need.
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Challenge-based Charity Sites — Sites that offer unique challenges in exchange for donations to charity are gaining popularity.
Industry Implications
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Social Media — Social media is being used as a platform to raise money for charities through challenge-based sites and social media games.
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Fitness and Wearable Technology — Fitness and wearable devices are increasingly incorporating charitable giving as a means of motivating users to stay active.
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E-commerce and Marketplaces — Online marketplaces like KarmaGoat are providing platforms for buying and selling items, with proceeds going to charity.
6 Featured, 49 Examples:
419,650 Total Clicks
Date Range:
Jun 11 — Jan 12
Trending:
Mild
Consumer Insight Topics:
