The X and the Y About It
In our current world, “consumers are willing to pay a premium for products from a sustainable brand over a non-sustainable competitor brand” (Pop Neuro). Studies show that the majority of consumers in the general public are members of Generation X (aka Gen MTV) and Generation Y (aka Millennials). Both of these generations have grown up in a world that is concerned about global situations such as climate change, social reform impacting poverty and education, and international equality.
Brands, products, and product lines that address or give back to initiatives such as these are more attractive to these eco-aware consumers.
Social Signaling
So, why exactly do we appreciate promotions with a purpose? The theory of Social Signaling ascertains that we buy certain products because of what they say about us, to the people around us. For example, we may buy an expensive handbag for the social status it purveys to those around us. It says, “I’m classy, so let’s be friends.”
The same is true for sustainability. While most of us are likely genuinely concerned about certain initiatives, our psyches take it a step further. We purchase sustainable products to show that we care, and also to encourage others to do their part in giving back.
Brands That Give Back
Boundless is proud to partner closely with brands that enjoy giving back. EcoSmart, Helping Hand Partners (HHP), MiiR, and Econscious are just a few. We do our best to assist our clients in aligning their brand with products that give back.
Check out our “Promotions with a Purpose” Idea Book today!
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