{"id":762,"date":"2014-08-13T10:03:12","date_gmt":"2014-08-13T17:03:12","guid":{"rendered":"https:\/\/cba-design.com\/united-states\/2014\/08\/13\/charity-business\/"},"modified":"2014-08-13T10:03:12","modified_gmt":"2014-08-13T17:03:12","slug":"charity-business","status":"publish","type":"post","link":"https:\/\/cba-design.com\/united-states\/news\/charity-business\/","title":{"rendered":"Charity Business"},"content":{"rendered":"\t\t
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from a straightforward branded product to a charity-linked product<\/em><\/p>

Could it be that charity-linked products will one day replace our current idea of products? A brief explanation first: a charity-linked product is one made by a company for an individual, where a fixed proportion of the price is set aside for a charitable cause.The first that comes to mind, and the best known, has to be RED. Launched by U2\u2019s Bono, the \u201cRED\u201d label is intended to contribute to the fight against AIDS with the collaboration of some brand names: Converse has created a limited series trainer and Gap has offered to donate half of the profit on every red T-shirt it sells, not to mention HP, Apple and Armani, who have all produced limited editions, the profits from which have been given to charity.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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RED is now a huge success. First of all from a financial perspective, as it guarantees the not-for-profit association a real economic independence. Then in terms of image and reputation, both for the NGO, whose cause is given a higher media profile, and for the brands, who highlight their social commitment.<\/p>

This economic-charity model initiated by RED products can now be applied to less exclusive goods. So Solidaime has adapted the concept by involving brands from completely different worlds, such as Bonduelle, H\u00e9ro and Senoble, to offer the first range of mass-market charity products. So already (and even more so in the future), we can quite feasibly imagine the possibility of eating charity-linked products and nothing else, from your starter to your pudding, and not forgetting your drinks. Might it also come to pass that these socially more useful charity-linked products will replace traditional brands?<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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from commercial transactions to social ones<\/em><\/p>

As well as tangible products, NGOs and brand names are also investing in intangible ones. Massive Good, an initiative launched recently by the Millennium Foundation in partnership with everyone involved in the civil aviation sector, lets passengers donate $2, \u00a32 or \u20ac2 when they buy their plane tickets. All of the money collected is given to Unitaid, an organisation hosted by the WHO.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t

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Another even more interesting example is that of Orange RockCorps. An initiative by the mobile telephone operator Orange, the concept relates to the world of entertainment \u2013 live concerts to be precise. This is how it works: the only way you can get a ticket for a concert organised by Orange RockCorps is to sign up for four hours of volunteer work.<\/p>

This is a real revolution, both for the brand and for the consumer: the brand doesn\u2019t sell any tickets, but becomes a partner in community work, and the consumer doesn\u2019t buy any tickets, but instead donates his or her time to help other people.So, the rules are changing: consumers are ready to pay more for a charity-linked product or to give their time in exchange for attending an event. It\u2019s no longer just about consumption: now it\u2019s all about useful consumption.For brands, this obviously involves changing the way they sell their products, but it is also an excellent opportunity to nurture a new kind of relationship with consumers, and even the whole of society. That\u2019s necessary these days, but will be even more so in the future.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t<\/section>\n\t\t\t\t<\/div>\n\t\t","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"tags":[],"blog_categorie":[41],"class_list":["post-762","post","type-post","status-publish","format-standard","hentry","blog_categorie-insight"],"acf":[],"lang":"en","translations":{"en":762},"pll_sync_post":[],"_links":{"self":[{"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/posts\/762","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/comments?post=762"}],"version-history":[{"count":0,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/posts\/762\/revisions"}],"wp:attachment":[{"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/media?parent=762"}],"wp:term":[{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/tags?post=762"},{"taxonomy":"blog_categorie","embeddable":true,"href":"https:\/\/cba-design.com\/united-states\/wp-json\/wp\/v2\/blog_categorie?post=762"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}