Social Consumerism Or Capitalism?

Recently, while on a walk with my family, we stopped at a coffee shop for a quick snack. My wife and kids went in, while I stayed outside with the dog. Five minutes later, my daughter came out with a “pupcake.” She told me that this tiny cupcake (literally smaller than a munchkin with a little peanut butter on top) was $1.25, and that 50 cents went to the local animal shelter. She was very proud of her purchase — and I was proud of her, too. But, I had a different perspective of the coffee shop.

Today, there is a lot of talk about “social consumerism.” But, at what point is social consumerism really capitalism in disguise?

Is it really “giving” if you are just using it as an opportunity to “take”? In the case of the coffee shop, these pupcakes probably cost less than 10 cents to make. No one is going into the shop just to get a pupcake. They’re making plenty of profit on the coffee, sandwiches and other baked goods they sell. But, instead of giving 100% of the money from the pupcakes to the shelter (or at least 100% of the profit), they keep 75 cents for themselves. Is that really giving back?

Since starting a cancer-related non-profit, I’ve come to learn that doing good actually helps you do well. It was never my intent, but I’ve discovered that when you do good…

1.  You meet people you would have otherwise never met

You open yourself up to a new circle of people. And, you never know who you may meet in the process.

2.  You form deeper relationships with people

The strongest relationships are built upon shared beliefs. And strong relationships are the foundation of most any business.

3.  It builds a stronger culture in the workplace

Working together on a meaningful cause can be very empowering, satisfying and enjoyable – which leads to a much more collegial and pleasant environment.

4.  Everyone feels better about themselves

And, when you feel good about yourself, it shows in your work.

5.  You reap unexpected rewards

Whether it be a note from someone who you helped, or an article in the local newspaper, the rewards of giving back are endless.

With all of the above benefits, doing good will surely have a positive impact on your business.  But you have to do it for the right reasons. The moment you do it for the wrong reasons, the opposite can happen.

Time to try a new coffee shop.

By Jeff Freedman
Jeff Freedman is founder and CEO of Boston-based ad agency Small Army.
Courtesy of mediapost