An interesting by-product of the economic meltdown that our country is living through is the shifting of priorities that is slowly – and surprisingly – becoming evident. Yes, we have all adopted the “recessionista / frugalista” code of conduct whereby we pledge not to spend on unnecessary items for ourselves. However, consumers are demonstrating a willingness to spend, if it is “for a greater good”.
50% of profits go to help African women & children affected by AIDS
On a personal note, I was recently the chairperson of a fund-raising event to benefit a foundation for a specific life-threatening illness. Although I had already set a fund-raising goal for this year’s event based on the donations raised at the same event last year, I had already prepared myself mentally to be content if we so much as reached last year’s goal. In my mind, there was very little chance that people would be overly generous this year, with all the financial turmoil that people were experiencing. To my surprise, not only did we meet this year’s seemingly impossible goal, but we surpassed it by a substantial amount!
Bringing relief to disaster victims
Consumer products with tie-ins to charitable foundations that benefit worthy causes are evidently performing well. And CPG companies are taking notice! P&G’s yellow-label Tide will be available for a limited time only, but under its Loads of Hope initiative, is committed to contributing 10% of its sales to families affected by disasters. In the meantime, Loads of Hope teams visit affected areas and do laundry for citizens who have been displaced by events that have affected their region.
Shop pink & help end breast cancer
Other similary civic-minded and high profile “retail” campaigns are the “Pink for the Cure” items sold whereby a portion of sales benefits breast cancer research, as well as Gap’s “(PRODUCT) RED” campaign where half the profits from product sales go to the Global Fund and benefit women and children in Africa affected with AIDS.
So next time you’re looking for a fragrance, shampoo, body wash or lotion seek out those whose sale will benefit a greater good, and get double the enjoyment from your purchase!
Fragrance Insights 
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