The semantic blog » The tendentious Dr. Utterson | The 'Generosity' trend & Branding | Chapter 2
8 Comments- Add comment | Back to Home Written on 03-Feb-2010 by cristian.saraccoGenerosity [The Generation G] could be consider a trend in people as well as in companies. This trend probably is based on the tiredness we have regarding greed and its effects on economy.
Generosity emerges as a trend jointly with this online culture that we are experiencing and from the one we are learning.
In this new environment, companies will need to re-focus themselves, from paying attention to their belly buttons, to sharing passion and receiving recognition.
Trend #2: Generosity drivers
- Disgusted people [now we could add crisis]: People are better informed of what it's going on. So, companies that continue with the idea of non-bi-directional communication and interaction will be out of their radar (actually, they already are)
- Companies that take care: As we are more informed, we are not only paying attention of company external behaviors, but also of how is the relation between companies and their employees. Things are more complex and decisions too. The key is generosity, care, empathy and simpathy. We could consider this need of change also for governments and intitutions.
- New ways of talking and sharing: Deep in our behaviors, the issue is not about anger, it's about passion. We are willing (and in same cases, able) to give, share and collaborate
Also, consider that young people do not differentiate offline from online, and online culture is based on generosity. Companies should learn this from people. It's not a 'nice to have?, it's a must be...
- Generous to people
- Generous to customers
- Generous to employees
- Generous to environment
- Generous to social causes
- Generous... Period!
As it was said by Reinier Evers of Trendwatching, "generosity is more about context and timing than out-of-the-blue insights".
Challenge #2: Brands dialogue
Brands will begin to play their game if companies (and marketers) understand that the one-way advertising is over. Brands are not to sell, they are to assist people in relevant ways...And people will buy...because of authenticity, functionallity, exclusivity... because they are able to talk, to dialogue with the brands. Is your brand ready for this challenge?
Brands will become the key to stay relevant to people who live in this collaborative culture. And for God sake, this goes beyond social responsibility or eco-care departments. It's a change in the ways that the companies use to interact... It's not a process, it's a holistic understanding of relations.
Your thoughts, as always, are welcome!
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written on 03-Feb-2010
Ed says:
Cristian - you know I agree with you wholeheartedly
.... also, taking generosity form action to an attitude .. and I believe this has to start at the top of any company.
Being generous of spirit - to share, to be considerate, to be compassionate - as a part of a brand's being (which I think is what you said).
Also, to be supportive and slow to judge - especially in the online - as we spoke before, about providing a secure environment for the sharing of ideas.
... I think I like this Dr. Utterson ...
written on 04-Feb-2010
IreneGil says:
Yes, I agree, that's "the mother of all trends". Generosity versus greed! As in the movies, I wish generosity will will in the end.
...If we just realise that generosity is accompanied by decreasing, which is not a crisis but the only way to move forward.__37__(@16x16C).jpg)
written on 09-Feb-2010
cristian.saracco [http://www.brand30.net] says:
Hi!
Thank you very much for your comments!
I was thinking of this... Perhaps, the issue is more to begin with generosity at home... and reflect your behaviors in the company... top-down.
It's like the eco-affairs: it's more simple to tell anybody to take care of environment at home than in their works... People, finally, behave as a eco-frindly person at work, when they alreday did it at home... no?
And I don't know if this is the mother of all trends... Probably is one of the potential fathers (we are sure about motherhood,but not esctly about fatherhood )written on 09-Feb-2010
Quinne Fokes [http://www.quinnedesign.com] says:
Generosity as a trend. . .it's about time. Thank you for discussing! I put the word sustainability on the back of my business cards (as did my fiance on his) about 7 years ago, and people asked why, which stared interesting conversations . . .. . . . perhaps next time, I'll put generosity?! Both of these are just plain common sense.
written on 03-Jul-2010
Rain says:
This is a very interesting article. To tell the truth I was surprised to read about company generosity. I didn't know it exist, and, in fact, I doubt it. But I believe that there are generous people. Our nature is also generous. I've found a video about generous spirit http://www.videorolls.com/watch/Generosity-of ... pirit . Generosity means to open space, to share pleasure... Watch it!
written on 08-Jul-2010
Matt [http://www.belote.co.uk] says:
I don't even know that such a interesting company can exist... Really great to read about generous people like that. Thanks !
written on 08-Jul-2010
batterie [http://www.achete-batterie.com] says:
which is not a crisis but the only way to move forward.
written on 08-Jul-2010
labatterie [http://www.labatterie.com] says:
I put the word sustainability on the back of my business cards……
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