Generosity [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!