The private sector is under constant scrutiny. I suppose it's warranted, given the behavior of some. But it's in the private sector where so much of the good charity work is coming from these days and I think it's worth taking a moment to acknowledge.
We all know the difference that companies like The Home Depot and FedEx made during Katrina. And we're all aware of the long-standing, cause-friendly nature of so many companies like this one. But this holiday season, the private sector will be needed more than ever.
Normally during December folks are generous... Not so much this year though, according to Cone, a Boston-based, cause-related branding company. Consider:
- Only 49% of us plan to donate personal items this holiday season (down from 77% last year)
- Only 29% will write out a check to a charity (down from 56% last year)
- Only 25% will donate their time to a charity (down from 49% last year)
When asked why, 72% said cost of living increases from housing, gas and oil.
Ok then... not much we can do about that.
However, gifts still need to be purchased and there's much to be done in the world, so it's a good thing that 77% of shoppers say they would prefer to select a brand that supports a cause (all things being equal), and that 49% say they will go out of their way to find that gift. Additionally, 57% are willing to pay more for a holiday gift tied to a charity.
Fortune magazine reported last month that the housing crisis will continue well into 2009 so in times like these we can't expect people to give to the degree that they normally would. But the private sector is coming through to the aid. This is not only good business, but the right thing to do.
So this holiday season, consider buying from: Borders, MontBlanc , Apple , Toms Shoes, Giving Tree, Ebay, Barneys and Target.
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