Category
Business
Assisted Conversion
Trend cluster
Category
Rewarded
Kindness
Brands provide incentives for customers who act in kindness.
3.0
Trend score
Trend
What is the Rewarded Kindness trend?
Rewarded Kindness: The concept behind "paying it forward" has remained relevant over the last decade, and brands are pushing to involve themselves in –and even facilitate–acts of kindness. Brands are leveraging new forms of technology, initiatives, and tactics like kindness-focused promotions to increase the chances that their customers pay it forward. These reward systems cater to socially responsible consumers who are loyal to brands that share the same value system they do.
Insight
The consumer insight behind the Rewarded Kindness trend
In the age of social media, almost all of an individual's actions and behaviors have witnesses. Furthermore, people have more channels to voice their opinions and methods to connect with like-minded individuals. These factors have created an era where social good and fairness are more important and widely discussed than ever. Given that most consumers who are connected to social media see everything they do and consume as a part of their "personal brand," it's integral for brands to reflect their beliefs as well.
Trend themes
Themes within the Rewarded Kindness trend
Three behaviours holding the trend together01
Kindness as a marketing strategy
Brands are leveraging acts of kindness to increase interaction and loyalty with customers who value corporate social responsibility.
02
Gamification of social good
Augmented reality apps and location-based games are being used to encourage acts of kindness and foster a competitive spirit among users.
03
Rewarding responsible behavior
Campaigns that reward safe driving and responsible behavior on the road are being used to facilitate positive actions and promote corporate social responsibility.
Industry implications
What the Rewarded Kindness trend means for industry
Where the trend changes the playbookFor
Fast food and beverage
QSR and beverage chains are leveraging promotions and challenges to incentivize customer participation in social good campaigns.
For
Mobile app development
Developers are creating apps that gamify acts of kindness and encourage social good through location-based services that function as a community ecosystem.
For
Travel and hospitality
Brands in the travel and hospitality industry are leveraging socially responsible campaigns and charity partnerships to increase loyalty and positive brand sentiment.
Workshop question
How can your brand launch a new campaign or initiative to encourage social responsibility?
Trend signals
Trend signals for Rewarded Kindness
Trend score 3.0 out of 10, from popularity 46%, activity 37%, freshness 9%.
Popularity46%
Activity37%
Freshness9%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer (not a primary audience)
Market
North America
Europe
Evidence
Examples of the Rewarded Kindness trend
6 featured examples from Nov 6, 2017 to Sep 3, 2019CategoryMarketing
Bartering Sweet Shops
Cadbury's 'Glass and a Half' Pop-Up Accepts Knick-Knacks for Chocolate
The Glass and a Half pop-up shop by Cadbury demonstrates how confectionery companies can innovate to create unique customer experiences and promote their products.
CategoryMarketing
Kindness-Focused QSR Promotions
McDonald’s ‘McCafé It Forward’ Initiative Gives Out Free Coffee
QSR brands can implement kindness-focused promotions, rewarding customers and creating goodwill.
CategorySocial Good
Kindess-Promoting QSR Promotions
Chopt Creative Salad Co Launched the 21 Days to Be Kind Challenge
Chance for fast casual restaurants to incorporate kindness-promoting initiatives into their marketing strategies and enhance customer engagement.
CategorySocial Good
Social Good Airline Campaigns
JetBlue for Good Sends Winners on Charitable Mission Trips
The campaign presents opportunities for airlines and travel companies to create socially conscious travel packages.
CategoryAutos
Promotional Safe Driver Rewards
Lyft and OCAP Launch a Campaign That Encourages Safe Driving
The ride-sharing industry can adopt safe driver rewards programs to incentivize responsible behavior among its drivers and passengers.
CategorySocial Good
Kindness-Promoting Mobile Games
Kerbside Kindness Allows People to Find Kindness Card Rewards
Developing innovative mobile applications that leverage location-based features and gamification to promote positive behaviors.
