By taking a different approach on what giving truly is, individuals and companies can find great returns. Selfless acts of genuine kindness are presented to us on a daily basis, and what one chooses to do with them can change everything.

Even though we feel that we may not be able to change our society and culture single-handedly, we do have the ability to re-examine our approach to giving.

With the new financial paradigm, giving and generosity have greatly evolved to reflect the challenging economic times. As evident in the proliferation of big brands’ charitable campaigns, there is a reinvigorated sense of altruism and social conscience.

By connecting brand activity to humanity, consumers understand that the brand actually cares about the product or service they are putting out into the world. Consumers endorse brands that genuinely care - they identify with those that share their beliefs and concerns, thus benefiting the brand’s bottom line. The paradigm shift has been created in the past few years of unstable economic times where more and more consumers are seeking authenticity, transparency and honesty from the brands with which they choose to align.

However, brands beware, when it comes to creating a social or environmental campaign, authenticity is critical.

The ever growing number of informed, engaged consumers can see right through a brand giving for the sake of marketing or promotion and will quickly withdraw their endorsement should your motives be seen as self serving. The wrath of a disenfranchised consumer is harsh and very difficult to overcome.

Brands that are actively engaged in altruistic practices such as (red) and the several give back campaigns have shown that consumers wantto invest in and be part of brands that are authentically giving back to the community and the world around them.

The rewards of giving are varied and broad. Giving back to people makes us feel better. By giving to others, we make ourselves and our companies more human and in turn foster a better world.

Now isn’t that what it’s really all about?

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