Generation (G)enerosity :: a new generation of consumers with new demands

Trendwatching.com's latest report, Generation G, highlights the increasing importance of Generosity in the minds of consumers.  Frustrated and disgusted with the greed that has left our economy and spirits crippled, consumers are raising expectations from companies and demanding more than an annual CSR report.

The report says, "Generation G captures the growing importance of 'generosity' as a leading societal and business mindset." 

Generation G identifies 3 drivers for Generation G:

1) Recession & consumer disgust

2) Longing for institutions that care

3) For individuals, giving is already the new taking, and sharing is the new giving

And 8 ways for corporations to join Generation G (b/c recycling coffee cups and donating to a non-profit is just not enough anymore) 

1) Co-Donate partner w/ your consumers to make a bigger impact

2) Eco-Generosity go beyond just offsetting your damage

3) Free Love give valuable stuff to your consumers for free, online & offline

4) Brand Butlers go beyond one-way advertising

5) Perkonomics benefits for those special customers

6) Tryvertising let your customers try your products in relevant environments

7) Random Acts of Kindness send a note, a coupon, a gift, samples, etc. 

8) (F)rigid No More accept returns, recommend competitors, use the Golden Rule

Take a look at the report for some great examples of which companies are successfully executing some of these new ideas. 

Best & Worst Cause Marketing Campaigns of 2008

I recommend anyone interested in one of the companies below, or cause-marketing in general, take a minute to read through two posts on the BEST & WORST cause-marketing campaigns of 2008 from my favorite cause-marketing guru, Paul Jones at Cause Marketing:

Check out the original postings for Paul's quick and insightful analysis of why the campaign made the list:

Best of 2008:

1. TOMS Shoes

2. Rosa Loves

3. LJ Urban

4. Chili's Create-A-Pepper 

5. MDA's electronic "paper icon" campaign

6. Internet-only telethon for our troops

7. Cartier's Love Bracelet

8. KivaB4B

9. Plus 3 Network

10. Cigna

11. P&G Pampers & Unicef

Worst of 2008:

1. Cookies for Kids Cancer 

2. HERO Campaign (Tampax)

3. York Peppermint Patties (ad in Elle)

4. Partners for a Cure (Kimmie Cares)

5. UN World Food Programme campaign w/ Drew Barrymore

6. Home Depot & Habitat for Humanity

7. Shoshanna Lonstein Gruss's Bikinis

8. PR agency Ketchum's "Food 2020" survey

9. Harry Slatkin lighters & Bath & Body Works

10. Nestle's GoLife

11. Henkel