‘What you get, is for a Living – but what you give is for Life!’ (by… I don’t remember who)
In context, this just means too many of us are busy fulfilling the former. Making a living at what we do best, but it ends with the individual. The latter… “Giving” is so much nobler. When you ‘give’ you are not just fulfilling a moral need you are also extending your hand by helping someone else, and ultimately helping society. I wonder how many (creatives) know this and if so, do they put it into practice?
Well, today’s market demands that we aspire to do the latter. The vogue in todays’ marketing world is all about ‘Impact Investment’ (I read it somewhere in Forbes 🙂 We are looking at a Generation G (Generous) world. *Altruism is attractive. Giving, sharing and caring are as much of a status symbol for many consumers as having the biggest, the best or the fastest. Consumers now crave institutions that can show some humanity and empathy; they want to have relationships with brands.* (www.trendwatching.com)
Indeed, consumers are concerned about social and environmental sustainability. Yet acts of generosity by corporations are still relatively rare given the single-minded focus on profit.
Therefore, it is by no accident that Squad Digital (a Kenyan cutting edge digital agency of Scan Group) recently were awarded the top 3 accolades Gold, Silver and Bronze at the 34th Annual Loerie Award for Daktari 1525, #BringZackHome and KenyansforKenya campaigns respectively. These are bombshell ‘impact investment’ campaigns and there is no end to the ‘giving’ seen by the sponsors and audience who made these campaigns a success. Kudos to the team and the hope is that brands start looking towards this school of thought, asap J. For more on these winner campaigns go to http://bit.ly/SpBKFs
Heck, even Lady Gaga’s fame is not accidental. What makes her so special is not just because of her art but also the way she interacts with her fans. She has perfected the art of forging an amazing relationship with her “little monsters”. (she has close to a whopping 10 Million fans). This blatant devotion to Gaga is over various things she endorses or says. Fans say she has been a inspiration in lots of ways…..Inspiration to loosing weight, to having more confidence, and even keeping to her promise to her father to leave the right side of her body tattoo free; many of her tattoo-stained fans are following in that direction.
Bottom-line is brands need to now look at the consumer critically. They need to start ‘humanizing’ their interaction with their clients for them to gain relevant meaning. In fact, brands must move beyond standalone CSR initiatives. Truly generous brands’ whole mindset, tone and behavior needs to go beyond the purely commercial. Even if the ROI might not be quantifiable, brands need to know that their generosity will be reciprocated and benefit their brand in the long run.
And that is where Creative Entrepreneurship should be headed! Tafakari hayo…