Over the past year, we have watched our economy going deeper and deeper into recession, with a lot of the blame being placed on one thing, GREED.
Through this a marketing trend has emerged-the G Trend. Consumers, or Generation G, are looking for the exact opposite of greed, which would be Generosity and Giving. Trendwatching.com defines this Generation G as this:
"Captures the growing importance of 'generosity' as a leading societal and business mindset. As consumers are disgusted with greed and its current dire consequences for the economy—and while that same upheaval has them longing more than ever for institutions that care—the need for more generosity beautifully coincides with the ongoing (and pre-recession) emergence of an online-fueled culture of individuals who share, give, engage, create and collaborate in large numbers.
In fact, for many, sharing a passion and receiving recognition have replaced 'taking' as the new status symbol. Businesses should follow this societal/behavioral shift, however much it may oppose their decades-old devotion to me, myself and I.”
The G trend was what sealed the deal for President Obama getting elected back in November. He positioned himself as “one of us”, and regardless of your political beliefs, you have to admit he did a great job in his campaign of relating to the workingman. In the wake of the financial meltdown, people were not only ready for change, but also longing for someone who truly cares for others and has our best interest in mind.
The G trend is also why cause marketing has become such a buzz term. People have become more passionate about making a difference in issues they believe in, and they want the world to know about it. That’s why the Livestrong and the RED campaign have both been so successful. It’s fashionable to be generous.
To become more favorable to the consumer, companies need to get in touch with their sweet side. Playing nice is the name of the game. Being nice to not just the consumer, but nice to their employees, the earth, the community…you get the idea.