Brands provide incentives for customers who act in kindness
Trend - 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 - 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.
Insight - 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.
Workshop Question - How can your brand launch a new campaign or initiative to encourage social responsibility?
Trend Themes
1. Kindness as a Marketing Strategy - Brands are leveraging acts of kindness to increase interaction and loyalty with customers who value corporate social responsibility.
2. 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.
3. 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
1. Fast Food and Beverage - QSR and beverage chains are leveraging promotions and challenges to incentivize customer participation in social good campaigns.
2. 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.
3. 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.
