# Essential Goods Loyalty Programs The Bonga For Good Initiative Was Launched in Response to COVID By Riley von Niessen | Published 2021-01-19 | Business Source: Trend Hunter, https://www.trendhunter.com/trends/bonga References: [businessdailyafrica](https://www.businessdailyafrica.com/bd/economy/kenyans-redeem-sh300m-bonga-points-to-buy-food-2291762) Bonga For Good is an initiative from [Safaricom](https://www.trendhunter.com/trends/safaricom) that was launched to help Kenyan customers access essential goods at a time when the COVID-19 pandemic has greatly contributed to financial stress. Through the initiative, shoppers can apply their Bonga Points from the company's loyalty program to [food products and household items](https://www.trendhunter.com/trends/quarter-club). Although the company first launched its loyalty program back in 2007, the Bonga For Good Initiative has helped it to increase participation and lead more consumers to its businesses. Safaricom CEO Peter Ndegwa spoke to the updated program, stating "This initiative is to empower Kenyans to use the savings they have been making by using Safaricom products over the years to meet their needs to pay for their essentials or donate to the most vulnerable in the society." Image Credit: Business Daily Africa ## Trend Insights (Trend Hunter) - Score: 3.7/10 - Popularity: 36% | Activity: 67% | Freshness: 9% - Audience gender: 50% men, 50% women - Primary generations: Millennial, Gen X - Top markets: Africa ## Categories [Trend Hunter](https://www.trendhunter.com/trends) > [Business](https://www.trendhunter.com/business) > [Retail](https://www.trendhunter.com/retail) ## Key Themes ### Key Themes Behind This Trend - **Essential Goods Loyalty Programs:** The Bonga For Good Initiative demonstrates the potential for loyalty programs to pivot towards providing essential goods during times of crisis. - **Increased Participation in Loyalty Programs:** Bonga For Good's success shows how loyalty programs can be an effective tool for increasing customer participation and engagement. - **Corporate Social Responsibility:** The Bonga For Good Initiative exemplifies how companies can contribute to their communities through CSR initiatives focused on providing essential goods during difficult times. ### Where This Applies - **Telecommunications:** The Bonga For Good Initiative highlights the potential for telecommunications companies to use loyalty programs as a means of increasing customer engagement and brand loyalty. - **Retail:** The success of Bonga For Good suggests that retailers could leverage their loyalty programs to not only drive sales, but also play a more direct role in addressing consumers' essential needs during times of crisis. - **Non-profit:** Bonga For Good provides an example of how non-profit organizations could collaborate with corporations to provide essential goods to vulnerable communities through innovative loyalty program models. ## Related on Trend Hunter - [Charitable Loyalty Program Expansions](https://www.trendhunter.com/trends/charitable-loyalty-program.md) - [Eco-Conscious Coffee Programs](https://www.trendhunter.com/trends/costa-coffee-3.md) - [User-Friendly Fuel Loyalty Programs](https://www.trendhunter.com/trends/fuel-loyalty-program.md) - [Grocery Loyalty Partnerships](https://www.trendhunter.com/trends/morrisons-1.md) - [Loyalty-Based Rewards Programs](https://www.trendhunter.com/trends/nescafe-dolce-gusto.md) - [Indigenous-Supporting Cosmetics Brands](https://www.trendhunter.com/trends/warrior-rewards.md) - [Filipino Restaurant Rewards Programs](https://www.trendhunter.com/trends/jolly-rewards.md) - [Vaccination Retailer Reward Campaigns](https://www.trendhunter.com/trends/giant-food-flexible-rewards.md) - [Loyalty-Focused Grocery Initiatives](https://www.trendhunter.com/trends/tonys-fresh-market.md)