Monday, January 26, 2009

Make Me Complicit in Caring

Events at work this week got me thinking a bit more about the relationship between philanthropy and consumerism. Someone re-sent me the Story of Stuff. (Oldie, but a goodie.) Meanwhile, I've read quite a bit about (PRODUCT) RED, Bono’s well-known and novel business model designed to attract greater corporate financial commitment toward fighting AIDS, malaria and tuberculosis in Africa. His principle – a win-win-win model wherein consumers contribute to the cause by making a purchase, participating corporations give up a bit of revenue in return for a positive brand halo…and more revenue, and the Global Fund gets money – is both insightful and effective. It shows he gets a thing or two about consumers (on average, we’re largely motivated by self-interest) and corporations (also motivated by self-interest.)

This marriage of consumerism and altruism is the latest trend in harnessing corporate benevolence, but it leaves me wondering whether perhaps there isn’t yet another – better- way? One that doesn’t promote the accumulation of more stuff? Four ideas to mull over:
  1. Perks for Good: The immediate no-brainer for me is with American Express. Trillions of unused Membership Rewards points! How about if we can donate them to the Global Fund? AmEx gets them off their books, the cardmember feels goods (and gets the tax deduction), and the Global Fund gets funds? Well, it turns out you can donate your points to the Fund, or any charity for that matter. It’s not easy, but it’s possible. But, I’ve been an AmEx cardholder for eight years and had them as a client, and never knew about it. Why don’t they promote a Points for Charity program?

  2. Free: An article in today’s Slate railed against “pandering ad campaigns”. They used Starbucks’ new “I’m In” campaign, championing volunteering, as one example of a company turned shill by “selling virtue”. The principle is relatively simple – sign up to volunteer for five hours and they’ll give you a free cup of coffee. I agree with Jack Shafer of Slate – if Starbucks is truly committed to the cause of national service, why not give employees paid time-off to volunteer their five hours? They could also promote local community organizations by providing free refreshments at meetings, provide free coffee to companies that organize paid Volunteer Days (as my old employer did), work with Big Brothers, Big Sisters to make Starbucks popular meeting points for get-togethers or recruiting events…..so much more than a free cup of joe for signing a piece of paper?

  3. Truly Useful: Where’s a GAP RED tote bag? You know, the one that I would bring to the farmer’s market or grocery store? The one that keeps me from using yet another plastic bag? Yeah. That one.

  4. New Services: I’m in the market for a new laptop. I’m fairly eco-conscious and have real issues with what’ll happen to that laptop when I want a new one in a few years. What if I were able to buy an anti e-waste recycling policy, as an add-on to an extended warranty? Dell or IBM then donates money toward the creation of safer tech recycling facilities, or toward fighting illegal, toxic e-waste dumping in China? I know it’s taking the long-view, but no one seems to be providing services that help me minimize the eventual impact of that new bit of tech I’m bringing home…and make me complicit in caring.

In any case, I’m a firm believer that companies can and should motivate consumers (and employees) to do the right thing. I’m just not sure getting them to buy a t-shirt with a cool logo is the right answer.