More Than Just a Shirt
These days brands are discovering what it really means to be philanthropic. Consumers no longer just want to buy a shirt, they want a shirt, service and to cure the world of AIDS, poverty, famine and drought. Consumers today almost expect companies to be donating money to humanitarian programs or working with community service groups. Young consumers expect the most of big-business. They are the ones who really care about the aid money incorporated into the price of whatever they buy. People feel good when they buy and when they donate, so why not integrate the two? More and more companies are developing altruistic programs that make mundane companies like the Gap seem like the United Nations.
With Gap's new Red Campaign, consumers can buy Gap Red products and profits will help combat AIDS in Africa. You can also buy a Motorola Red phone to help fight Aids and a bottle of Kiehl's body wash. Fighting the virus, feeling good about it and getting something for it; Ralph Lauren also offers products that donate money to help combat breast cancer.
Thinking critically, we must look at the details of these programs. Ralph Lauren only donates 10% of the profits to breast cancer. Kiehl's donate the entire sale price but the body wash only comes in one scent, and half of the sales of Gap's Red products go to fighting AIDS (and I only discovered that through reading press releases. I was not able to find the actual amount donated on the regular website.)
Yes, it is a good thing that these companies are socially aware, but are they in it for the right purpose? Or do they just want to seem in-tune with younger consumers?
Many younger designers who are more in-tune with what young people want are utilizing better methods to help improve the world -- methods that will help undeveloped nations become more self-sufficient. Many young designers are now using Fair Trade, organic cottons. This means that cotton farmers are being paid fair wages for their labor and that they aren't using harmful chemicals on their farms either. Coffee houses having been popping up that only serve Equal Exchange coffee, which again, ensures proper royalties paid to coffee farmers in developing nations. Younger people who are also building new shops, home, buildings, etc. are more aware of the need to build green. It is not enough to blindly donate money, businesses need to start making grassroots changes in the ways they operate their businesses. Google has announced that it's headquarters will soon run on 30% solar power collected from panels around its facility. News like that from Google will keep me from switching to Yahoo or AOL. The NYTimes is building a new green building in Midtown and are reducing the amount of paper used in their newspapers. This will also keep me with the NYTimes (although the reduction of paper-use could be just for cutting costs, it is still a good thing.) Companies that are truly altruistic transform business practices that help change the world from the bottom up.