# Rewarded Kindness Brands provide incentives for customers who act in kindness. By [Chayeanne Garvida](https://www.trendhunter.com/chayg24), Research Advisor | Published Aug 22, 2019 | Category: [Business](https://www.trendhunter.com/pro/category/business-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/pay-it-forward ## Key Figures - Trend score: 3.0/10 - Evidence articles: 6 ## 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. ## 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. ## At a Glance - Evidence: 6 featured examples - Articles from: Nov 6, 2017 to Sep 3, 2019 - Published: Aug 22, 2019 - Patterns: [Redirection](https://www.trendhunter.com/pattern/redirection), [Acceleration](https://www.trendhunter.com/pattern/acceleration) - Megatrends: [Hybridization](https://www.trendhunter.com/megatrend/hybridization), [Gamification](https://www.trendhunter.com/megatrend/gamification), [Catalyzation](https://www.trendhunter.com/megatrend/catalyzation) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe ## Themes within the Rewarded Kindness trend ### Kindness as a marketing strategy Brands are leveraging acts of kindness to increase interaction and loyalty with customers who value corporate social responsibility. ### 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. ### 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. ## What the Rewarded Kindness trend means for industry ### For 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 for Rewarded Kindness Trend score 3.0 out of 10, from popularity 46%, activity 37%, freshness 9%. - Popularity: 46% - Activity: 37% - Freshness: 9% ## Examples of the Rewarded Kindness trend 6 featured examples from Nov 6, 2017 to Sep 3, 2019. - [Bartering Sweet Shops](https://www.trendhunter.com/trends/glass-and-a-half): Cadbury's 'Glass and a Half' Pop-Up Accepts Knick-Knacks for Chocolate (Category: Marketing) Implication: 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. - [Kindness-Focused QSR Promotions](https://www.trendhunter.com/trends/mccaf-it-forward): McDonald’s ‘McCafé It Forward’ Initiative Gives Out Free Coffee (Category: Marketing) Implication: QSR brands can implement kindness-focused promotions, rewarding customers and creating goodwill. - [Kindess-Promoting QSR Promotions](https://www.trendhunter.com/trends/days-to-be-kind): Chopt Creative Salad Co Launched the 21 Days to Be Kind Challenge (Category: Social Good) Implication: Chance for fast casual restaurants to incorporate kindness-promoting initiatives into their marketing strategies and enhance customer engagement. - [Social Good Airline Campaigns](https://www.trendhunter.com/trends/jetblue-for-good): JetBlue for Good Sends Winners on Charitable Mission Trips (Category: Social Good) Implication: The campaign presents opportunities for airlines and travel companies to create socially conscious travel packages. - [Promotional Safe Driver Rewards](https://www.trendhunter.com/trends/safe-driver-rewards): Lyft and OCAP Launch a Campaign That Encourages Safe Driving (Category: Autos) Implication: The ride-sharing industry can adopt safe driver rewards programs to incentivize responsible behavior among its drivers and passengers. - [Kindness-Promoting Mobile Games](https://www.trendhunter.com/trends/kerbside-kindness): Kerbside Kindness Allows People to Find Kindness Card Rewards (Category: Social Good) Implication: Developing innovative mobile applications that leverage location-based features and gamification to promote positive behaviors. ## Recent trend clusters - [Assisted Conversion](https://www.trendhunter.com/protrends/ai-assisted-checkout) (Business) - [Occasion Commerce](https://www.trendhunter.com/protrends/occasion-commerce) (Business) - [Autonomous Merchandising](https://www.trendhunter.com/protrends/autonomous-merchandising) (Business) - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) ## Trending in Business - [Performance-Based Creator Ads](https://www.trendhunter.com/trends/creator-ad-platforms) - [MIami Pop-Culture Shirts](https://www.trendhunter.com/trends/miami-pop-culture-shirts) - [Natural Deodorant Expansions](https://www.trendhunter.com/trends/target-beauty-studios) - [Mini Beauty Stores](https://www.trendhunter.com/trends/little-luxuries-store) All articles: [Business](https://www.trendhunter.com/business)