Blog Three - Attractive Aspects of Generosity Water's CRM

This particular cause-related marketing (CRM) campaign is attractive to consumers because it associates the person or subsequently an organization with a good name and a good cause. There is a certain stature associated with doing-good - this positive discernment helps to raise public opinion, generally in a favourable manner - regarding a company or an individual's reputation and values. Research suggests this is because “There is a growing public concern over environmental and social issues, corporations have begun to affiliate their products with a range of popular causes, including social and ecological issues. Linking themselves to good causes has become attractive to many businesses, especially those engaged in dealings with consumers.”

The Generosity Water campaign is notably attractive to consumers because they immediately state the organizations good cause and exemplify their reasoning for helping others. The Generosity Water website states, “We believe that people matter and everything we do is an expression of that fundamental value.” The Generosity Water campaign utilizes the persuasive methods of ethos and logos. Drawing on individual’s emotional appeals as well as the logical. Ethos is addressed by stating that the organization values all human beings and places importance on helping others - above all else. This notion triggers an emotional response from people, it motivates consumers to buy the product because if they do, they are performing an act of benevolence

by helping others who are less fortunate. Logos is embedded by discussing the factual information regarding the health benefits of alkaline water, and the high-quality of water provided by the organization.  This method is clever – as I have personally noticed a growing trend in society – especially on social media, with people leading healthier lives and buying products that are good for them and can help to improve their health.   

Moreover, the Generosity water CRM campaign is attractive to consumers because the organization positions themselves to appear to have a philanthropic aspect to the business. While the company is of course still receiving funds for the cause and is not solely a philanthropic endeavour they denote that the notions of generosity and humanitarianism are embedded in the organization’s cause. In my opinion, consumers find this attractive because it enables them to feel a sense of selflessness.

Personally, I would prefer to associate myself with or buy products from a brand with a good public reputation and if the organization is also committed to social responsibility, this will only enhance my opinion of whether or not to purchase their products. Many consumers alike judge an organization based on the perceived public reputation and will associate with particular products because they are helping others. Research suggest that “76% of consumers buy products/services linked with charities and good cause primarily to help the charities.” A simple google search for Generosity Water reviews exemplifies that the Generosity Water organization appears to have a pristine public reputation with several reviews and stories highlighting the companies virtuous efforts. I believe the growing positive reputation of the organization continues to attract consumers.

A screenshot of Generosity Water's Instagram photos

One attractive aspect of Generosity Water’s cause-related marketing campaign is what they are selling. While the obvious product - bottled water - is the focus of their campaign, the charity has mastered its ability to sell a lifestyle. Generosity Water’s homepage depiction of attractive people living luxurious lifestyles, paired with its attractive social media posts featuring the health benefits of staying hydrated enable the charity to convince its publics that the product is worth buying. Such behaviours allow Generosity Water to truly connect with the customer. 

Considering the products consumers purchase on a daily basis, so few of them are purchased out of necessity. Rather, consumers often turn to the lifestyle a product can offer them. From the beginning, we follow the examples set by the attractive models used on Generosity Water’s website, as we believe them to be smarter, kinder, more generous and more trustworthy than “less-attractive” individuals. In Generosity Water’s case - which also serves a philanthropic purpose by providing clean drinking water to underprivileged people abroad - the sleek bottle opens a doorway to a new social status. 

The promise made by Generosity Water

To consumers, the trade-off is justified; the consumer is rewarded with a 12-bottle case of new, trendy pH-balanced water that promises a life of luxury, while 24 people are granted water for one month. 

We are guided by our hearts instead of our heads.
Seeing this photo reminds us that we can change a life.

After visiting this website and buying the product I would understand that I am helping destitute communities acquire the basic necessities of life - water and good health - simply by purchasing bottled water, which impacts these communities’ lifestyles as well. It’s the understanding that I am not just buying the product, I’m not just buying my lifestyle and I’m not just buying a desirable and scarce product, but that I am making a difference in the lives of people who have no control over their situation. It has even been proven that when choosing whether or not to give to a charity, we are guided by our hearts instead of our heads. 

Compared to its closest competitor, Smart Water - which also markets water with health benefits (ionized to stimulate muscles and nerves and electrolyte-packed to help recovery following workouts) - Generosity Water cannot be found on most grocery store shelves. Further, free shipping is offered only to Californian consumers, creating an element of scarcity. There are several reasons why scarcity like that employed by Generosity Water plays an important role in persuasion, like the threat of a potential loss (of opportunity), a fear that you won’t be able to have what they’re selling unless you act quickly, it indicates exclusivity and it seems like a luxury item. 

Competition and scarcity make us
act on purchase decisions.

Knowing that I could own a product that others cannot easily acquire always draws me toward online purchases. While I have my reservations about ordering things like water online and having it shipped to my home when I could just as easily - if not with more ease - drive to the grocery store in 10 minutes and buy a case of Dasani or Smart Water for less money, the consumer and competitor in me wants the product that is hard to find. Plus, after a quick scan of Generosity Water’s website I automatically feel compelled to buy the product for the cause my money is going toward. 

Considering the allure created by Generosity Water’s cause-related marketing tactics, the charity’s cause is likely to garner the support of many consumers hoping to change the third world and look personally attractive in the process. 

The Generosity Water cause draws consumers in with the use of ownership. It’s tagline “For every bottle of water purchased, we give clean water to two people for one month,” is effective in placing the customer in the solution. Everyone buys water and even avid recyclers and earth friendly individuals need to buy water on the go or in a pinch. These water bottles may be their choice as the better of two evils because they are uniquely designed with a code to scan. These scannable codes show the purchaser profiles of the individuals that they are helping by buying the water, which is a fun interactive way to build brand loyalty.

The amount of exposure and loyalty the brand will receive from customers sharing their story is the best form of advertising. Each consumer that purchases the bottle will tell whoever is with them, hey this is helping people. Then they will scan the code and be excited to share that experience because this is one of the first times that a water bottle has been interactive. The added bonus is that they helped other individuals, which is then yet another reason to share and be excited to get involved.

These water bottles have the viral appeal and individuals especially millennials will want to buy the product solely on the fact that they are helping others. They may not have the means to travel around the world to do so and this provides a great way to help from home. The appeal of selling the story more than the product is the best marketing strategy for the company and moving forward even if they reengineer the bottles to be more eco friendly they should still lead with their captivating story.

The benefit of using an interactive story to share the cause is that it becomes a teaching moment. Parents and teachers alike can purchase the bottles to show children the gift of giving and incorporate the activity into lesson plans. The bottles can also be used as party favours from corporate events to children’s birthday parties as a product to both give to guests and to give back to the cause while spreading awareness.

From a marketing perspective a brand of water that is helping a greater cause maybe seen as higher quality that the other water bottle alternatives. This physiological trick on the mind may occur because the purchaser assumes that a moral company wanting to help less fortunate people with the proceeds of their sales do not have a reason to cut corners in production and thus choose the highest standards when sourcing all materials and water used. They may also believe that individuals wanting to help others access clean water would not want to give them dirty water. lastly, unlike large corporations the audience will not have an image of greed or need to meet a bottom line when thinking of a charity organization, which can help the cause whether or not extra precautions were taken to ensure high standards of product.