GIVING IS THE NEW RECEIVING
According to a study by Unilever, 33% of consumers prefer to purchase brands which show attention to charity and eco-sustainability. Millennials are particularly sensitive, aware and selective in the purchase of products, favouring "charitable" purchases.
Charity works particularly well online, with websites containing a direct link to beneficiaries of donations, providing all useful information, often showing the faces of beneficiaries themselves. Solidarity in shops works better when retailers invite representatives of a single or several bodies to answer questions.
With countless causes, there are numerous ways of participating in charity projects. Involvement benefits companies. For example Joan Hornig, jewellery designer for the Philanthropy is Beautiful brand, donates (to a purchaser's organisation of choice) 100% of profits for each piece purchased. To date the Joan Hornig Foundation has donated over 1 million dollars to over 900 charity initiatives throughout the world involved in education, medical research, social services, the arts, animal rights and environmental protection.
Brass & Unity creates jewellery from brass cases and donates part of its profits to war veterans. The founder Kelsi Sheren, a war veteran who had to leave Afghanistan due to post traumatic stress disorder, developed the idea of making jewellery from cases.
The jewellery designer Lizzy James has transformed her own negative personal experience in the fight against cancer into a positive and constructive project, creating a versatile and fashionable jewellery range which celebrates the force of resilience within all of us.
