Amid the holiday madness and crass consumerism, a message of charitable giving is a welcome break. Whether it’s a simple round-up for charity or company-wide philanthropic campaign, small businesses and large corporations alike are finding value in having a larger purpose.
Even if it’s driven by greed or narcissism, the act of giving is good!
Benefiting society is important to business because it meshes with what consumers want. Based on a recent survey by global consultancy Bain & Company, environmental, social, and corporate governance (ESG) has become a top-three key purchasing criterion for more than half of consumers! As a result, companies who score highest in ESG are enjoying 5X revenue growth compared to those who score badly.
How are consumer businesses sharing the wealth this holiday season?
With the Black Friday, Cyber Monday and Giving Tuesday season here, keep an eye out for campaigns with a philanthropic spin. Here’s a sampling of companies that are doing more than checkout charity — which, by the way, is highly effective guilting us into giving to the tune of $749 million in 2022.
Kohl’s Cares Goods for Good: Kohl’s donates 100% of the net profit from the sale of a collection of books and toys to initiatives that support the well-being of families.
T-Mobile + Giving Tuesday Campaign: When T-Mobile or Metro customers tap on the Feeding America feature in the T-Mobile Tuesdays app on Giving Tuesday, November 28th, T-Mobile will donate $1, up to a total of $200,000.
Subaru of America Share the Love Event®: By the end of this year’s event, Subaru is aiming to have donated more than $285 million to national and hometown charities over 16 consecutive years. For every new Subaru vehicle purchased or leased at any participating Subaru retailer from November 16, 2023, through January 2, 2024, Subaru will donate $250 to the purchaser’s choice of charities.
Burlington: Through November 26th, Burlington customers who purchased a coat in-store received 10% off their entire purchase redeemable at any Burlington location from December 1st to December 15th. And, in the spirit of giving, for the first 50,000 coats purchased, the retailer will donate a new coat to help neighbors in need within its store communities nationwide through Delivering Good.
Nordstrom: On Giving Tuesday, Nordstrom is partnering with Operation Warm to give more than 1,900 kids brand new coats from coast to coast through five events at elementary schools in New York, Chicago, Seattle, Denver and Atlanta.
Of course, there are many retail brands with a purpose such TOMS Shoes which give back with every purchase all year long. Take note of their popularity and longevity as you shop and as you consider your brand’s capacity to give back.