What's in It for Us?

In the aftermath of Paul Newman's passing, a survey found that 86% of respondents would switch brands if a competing brand supported a good cause. How does this survey relate to Paul? In his later years, Paul became known for more than his acting. He and his daughter developed Newman's Own, a line of natural food products. All the profits from Newman's Own go to charities. At this point in time, that is a staggering $250 million since 1982. Paul Newman was willing to forgo profits from his company and give them to others who needed them more.

Along Paul's line of thinking, yesterday I heard that 64% of those in another survey said that they would take a 5% pay cut if it meant that others in their company would be able to keep their jobs. That figure amazed the talking heads who were delivering it. They were very surprised that workers in a company would be willing to sacrifice for their fellow workers.

In this season of sharing, these surveys indicate that, as a people, we seem to be more concerned about others than in recent years. Whether we show that concern through our purchases or in the workplace, there appears to be a shift in our attitudes toward "What's in it for us?" rather than just "What's in it for me?" While I think that we will always be concerned first about ourselves, these surveys indicate an expansion to a concern for those around us, too.

How does that affect your business?

First of all, if you have an inclination to tie your business to a good cause, more than ever your efforts will be noticed by consumers. More importantly to your business, consumers indicate a high likelihood of responding to your efforts by doing more business with you. In other words, good deeds will get rewarded in the marketplace.

Second, through these good deeds your business can give to those who desperately need the assistance, especially during a time when contributions have fallen due to the economy. Food pantries' stores are pitifully low. Charities that distribute warm winter clothing are pleading for help. Humane associations are bulging at the seams with surrendered pets that people cannot afford to keep. While supplies for all these charities has decreased, demand has increased. Your business can take a leadership role in adding to their coffers.

Your business can be a good citizen to your community.

As you focus on your business every day, remember that whatever product, service, or information your business offers, your most important function is serving the customer. In a broad sense, your community is your customer. Thus, serving your community is ultimately serving your customer.

That's "What's in it for All of Us."