Proving that they care

Leading brands today actively demonstrate environmental and social profit as well as commercial growth. They do this, either responding to pressure exerted by customers or driven from genuinely good intent from within the organization.

These ‘softer,’ philanthropic attributes that connect companies with the increasingly scrutinizing disposition of modern consumers will force business models to change in the future, inspiring a new generation of sustainable enterprises, products and services. However, some companies today get it wrong.

My personal experience is with a brand that sometimes I Iove and other times, I hate. Good old IKEA.

IKEA have now implemented several sustainable initiatives which is to be acknowledged, applauded and encouraged. However, one of the smaller initiatives is, in my opinion somewhat misplaced.

On checking-out of IKEA, customers are offered the opportunity to contribute $1 to help plant a tree. This request, for me, is made at absolutely the wrong time within the infamous IKEA shopping process.

That is because I, like thousands of others, would have driven up to an hour to reach IKEA. I would have struggled to find a place to park, reconfigured the car in an attempt to maximize space on anticipation of the immanent arrival of my purchase. I would have survived the erratic atmosphere of the IKEA showrooms, the heat and lack of fresh air, the children running around, the families either walking slowly or stopping in their stride. The young couples arguing whether it should be the MUCK or LACK.

I would have skillfully navigated the asteroid field of carts, dollies, bags and baskets. Loaded with items that I never intended on buying, I would have overcome the confusion of the signage system, stock merchandising displays and the translation of obscure product names, only to find huge disappointment when only half of my order is actually in stock.

I would have then probably taken a pain killer as the lack of water-driven headache starts to become more of a problem and my hands grow increasingly sore as I struggle to carry the huge boxes from the Warehouse, heading with anticipation and determination to the check out area.

Then, I wait for 20 minutes to pay for the goods.

At this point, like thousands of others, my one primary concern is to leave the store as fast as possible and promise myself to return for future visits only on a weekday and not Saturday afternoon. Being reminded by a flippant staff member that I have to pack the goods myself concludes the IKEA offer. I accept all the above as the price point of product keeps us all coming back.

It is at this point, following moods that span excitement, confusion, achievement, boredom, anxiety and survival that IKEA then asks me to contribute towards a good cause. The very point that all is on my mind is running far, far away.

This particular touch point is, in my view, not the right juncture for giving and feeling good about it.

The entrance to IKEA or, better still, the eating area which are both elected experiences by consumers are far more suitable. Our state of mind in these zones is quite different to the finale of the buying process when I am craving a green field of sandy beach.

So, philanthropy has a fundamental role in 21st century commerce as capitalism becomes increasingly humane but lets allow common sense to lead in its successful implementation to customer touch-points and thus brand experience.

Oh, I forgot, and then one has to build the product on arrival back at home!