10-12-2017 10:00 AM | Aastha Dogra
All for one and one for all, united we stand divided we fall.
I was shopping online for a dog collar yesterday. I had almost zeroed in on one, when I noticed that there was another company’s collar, which looked equally durable, yet had one really positive feature attached to it. There was something so amazing about the dog collar that I paid at least ten percent more and bought it immediately! Can you guess what was it that distinguished it from other products? What was in that dog collar that I or for that matter anyone would have bought it immediately, even at a slightly higher price? Well, the product was linked to charity. That was the sole reason I chose it over the others.
Most of us have very busy lifestyles today. Our jobs, commuting, families, and maintaining our houses take away all our time. So even when we read or see some disheartening news on television, like farmers committing suicide due to drought or children suffering from malnutrition, we don’t really have time to do something about it. We might curse the government or blame the administrators once in a while, but we never really take any steps ourselves to change things. This is where charity-linked products come in.
In simple words, they are the products and services which promise a certain percentage of the sale proceeds to charity. The product can be anything - shampoo, chocolate or a bag. There are many companies today who besides doing business, want to engage in altruistic endeavours. This is their way of giving back to the society. The consumers on their part want to make a difference too! Past researches have shown that socially-conscious people, who are predisposed to donating, are more likely to buy such products. Financially secure people with a good household income, engage in purchasing charity-linked products more.
People, however, are simply not just satisfied by charity-linked buying. Most consumers would be much more satisfied, if the companies inform them from time to time, the difference their charity is making to the lives of the needy. The aware consumers these days keep a keen eye on the company and the associated charitable organizations, to ensure that their donations are indeed going in the right hands. The consumers stay invested in a company and its charitable activities, only if it handles itself responsibly.
Selling and buying charity-linked products is a win-win for all. Companies’ image in the market improves when they donate money to charity. It helps build-up their positive brand image. It would work more in their favour if they keep the consumers informed about the outcomes of their donations. The consumers feel satisfied and socially-involved when they know that their money is being utilized to feed or educate someone. The underprivileged get access to resources funded by way of money received from companies. Access to money and resources can turnaround their life in a big way.
For a united India, where each one supports the other, charity-linked products are indeed a way forward. Together, We Can!
“All for one and one for all, united we stand divided we fall.” - Alexandre Dumas