Philantrocommerce: when generosity becomes a commodity

Philanthropy has entered the consumer machine. These are the days of consumer philanthropy as the world of brand and consumer culture have become aligned with benevolence and the desire to change the world for the better. Such new trend has been labeled as 'ethical consumption', 'positive consumption', 'moral consumption', 'conscience consumer', 'cause-related consumption' or social enterprises. Consumer-orientated philanthropic messages are everywhere. Today you can make a difference by buying a bottle of water, a condom, hand-wash or toilet roll from ONE, a Red Nose Day Walkers bag of crisps, or a delicious caramel macchiato at Starbucks for Product(RED).

 

According to the 2006 Cone Millennial Case Study, in America an overwhelming 74% surveyed (people born between 1979-2001) indicate they are more likely to pay attention to a company's overall messages when they see that the company has a deep commitment to a cause. Furthermore, nine out of ten surveyed, aged 13-25, stated that they are likely or very likely to switch from one brand to another (price and quality being equal) if the second brand is associated with a good cause. Is cause consumption a good way to generate generosity? Does philanthrocommerce bring change or is it a new niche market designed to exploit a genuine spirit of benevolence on the consumer's part?