23 January 2009

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. 

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