Social Cause (141)
Buy chocolate with a good deed
The Anthon Berg ‘Generous Store’ pop-up chocolate shop in Denmark does not allow for customers to pay for their product with cash or credit. In fact, customers need to promise they will do a good deed for a person they care for. The chocolate is ‘priced’ at different levels depending on how big a deed is needed to obtain it. These range from‘serve breakfast in bed to your loved one’ to ‘Don’t comment on your girlfriend’s driving for a week’. The most popular service was ‘Help clean your friend’s house’ whilst the least popular was ‘A week where you don’t lie to your father ’.
Why it matters
This is a great example of linking the product to what it does - chocolate makes you feel good after all! It raises awareness of how what we do affects the world and others around us. How can we tap into this type of trend and use it to communicate about our products and the emotions they stir?
Barcelona’s Universitat Autònoma has designed an app to help the visually-impaired use the bus. Through visual and auditory cues it offers a choice of routes to their desired destination. It then guides the user to the closest bus stop and lets them know how much time they have to wait and how many stops there are until they reach their destination.
Green is the new black these days and like all trends, they reach a point where the consumer becomes desensitised to the hype. For the green movement, the time is now. According to Green Marketing, 25% of consumers don’t trust advertising about a company’s green credentials. With so many companies being exposed for “greenwashing,” consumer scepticism is rife.