Lesson plan
Embedded generosity
Embedded generosity is the incorporation of charitable donations into the sale of a product at no extra cost and was highlighted as a key consumer trend for 2010 by Trendwatching. Consumers are increasingly trying to do good as they spend. Research in 2008 by Cone, a brand consultancy, found that 79% of consumers would switch to a brand associated with a good cause. Rather than try to make products that can be marketed as ethical in their own right, such as "fair trade" goods, firms are increasingly trying to take an ordinary product and boost its moral credentials with embedded generosity
Article summary
Embedded generosity is the incorporation of charitable donations into the sale of a product at no extra cost and was highlighted as a key consumer trend for 2010 by Trendwatching. Consumers are increasingly trying to do good as they spend. Research in 2008 by Cone, a brand consultancy, found that 79% of consumers would switch to a brand associated with a good cause. Rather than try to make products that can be marketed as ethical in their own right, such as "fair trade" goods, firms are increasingly trying to take an ordinary product and boost its moral credentials with embedded generosity
Key claims
No claims recorded.
Discussion questions
- Summarise the article in your own words. Which single claim would you verify first, and why?
- Which claim in this article is most likely to be revised as the sources update? How would you check its current status?
- If two sources disagreed about one of these facts, what would you need in order to trust one over the other?
Bibliography
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Key claims and bibliography are generated from the same tracked claims and sources as the article page.