Definitions of words often change quite quickly these days. In the distant past the meaning of words was often set in stone. Today the meaning can change in a blink. With new faster ways to communicate with wider and more culturally, socially and education
There’s a significant global movement happening where consumers are asking business to take care of the things they care about such as the less fortunate in society and the environment. The request is mainly tacit and despite it being an ironic request it by far indicates still that we are in a time of vast change. Consumers these days want their cake and eat it. They not only want cheap products, they also want the environment to be preserved and they want workers to be well looked after.
There does not seem to be an answer to this conundrum and yet one does exist. It exists in the recoining or reforging of a single word. This word is a simple one – GET. Today, new movements of people who want to get but give at the same time are reforging it. It is being transformed into the word GIVE.
Every day I receive a notice from Google Alerts for two words – B1G1 and BOGO. It tells me all the new places that these words are being used on the Internet. I can now see that the new meaning of these words is coming alive ‘poco a poco’ [Italian: poco, little + a, by + poco, little].
B1G1 and BOGO, despite sounding like characters from a Marvel comic are acronyms for Buy One GET One free. You buy one and they give you an extra one for the same price.
Look up BOGO on Wikipedia.com (there isn’t a definition yet for B1G1) and you will discover these definitions for BOGO:
* An acronym in the retail industry that stands for Buy One Get One. For example, you could say “Buy 1 DVD, Get 1 FREE!
* An acronym in slang British that stands for Britons Of Greek Origin or Greek Britons.
* Bogo, Cebu, a city in central Philippines.
* An alternate name for the Bilen ethnic group of Ethiopia or their language, Blin.
* Norway, a village in Norway.
* The mascot of the ITESM CEM.
* BogoMips, an unscientific measurement of CPU speed
* BogoMips, an unscientific measurement of CPU speed
BOGO Lights – torches that give
There is an organisation in the USA called SunLight Solar founded by a gentleman called Mark Bent. He has created a special torch that not only is an amazing and robust solar-powered light; his company also gives a free torch to a family in need in developing nations for each one purchased. If you look on their website you will learn about their “BOGOlight”.
“The BoGo – our Buy one/Give one – program has successfully provided lights to many, many thousands of people in the developing world, changing lives because of your purchase and participation.” – BOGOlight.com
Mark Bent has managed to flip the meaning of the BOGO acronym upside down. For Mark along with thousands of his customers, BOGO now means Buy One GIVE One. A light is given whenever one is sold. Now each sale supports people in remote parts of the world who don’t have the benefit of electricity. They can now tap into solar power support themselves.
There are many other well known and less well know businesses now doing Buy One Give One giving or transactional giving as it is becoming known. Some of the famous ones are One-Laptop-Per-Child (OLPC) and TOM’S Shoes. Some of the less well-known ones (in the USA at least) are based in New Zealand, Australia and the UK – Earthstar Publishing, Maple Muesli, Blinds Couture, Figure 8 Body Chains, Sunsplash Homes, Honestly Women magazine and Thavibu Gallery based in Thailand are just a handful of special businesses that are heading the Buy One Give One movement.
Many Buy One Give One businesses are coming together under the single brand banner of Buy1GIVE1; a Singaporean based social enterprise which is becoming the home of transaction based giving. Any business can now choose to be part of Buy One Give One giving with ease. It’s like a CSR ‘plug-in’ to allow a business to start giving from each and every sale today – starting from just one cent. It is now not even a matter of giving an equivalent product to someone else. Instead it is about giving to a charity project that is in resonance with a company’s business activity. For example a magazine publisher cannot support the planting of a tree every time they sell a subscription, a restaurant can feed a child for each meal sold, a TV store can gift a cataract blind person with the gift of sight (Get Vision-Give Vision), and a builder or property developer can build a budget home for those in need who have lost their homes in a disaster (Buy1BUILD1) – the list is only limited by imagination.
Something special is happening these days as more and more people are switching onto giving and ‘citizen brands’ as a part of their everyday experience. The 2008 Edelman Goodpurpose global study of consumer attitudes reveal that almost seven in 10 (68%) consumers would choose to remain loyal to a brand during a recession if it supports a good cause, and 71% say that when they think about the economic downturn, they have either given the same or more time and money to good causes. This very same study highlighted some other major things as well like:
* 52% of consumers globally are more likely to recommend a brand to others when it supports a good charity cause over one that doesn’t.
* and 54% would champion a brand to promote a product if there was a good cause behind it.
* Consumers are now voicing a clear desire for marketers to associate their brands to social causes. 42% say that if two products or services were of a similar quality and price, commitment to a cause outranks factors like innovation, design and brand loyalty when selecting one brand over another.
Turning Getting into Giving
The new concept of Buy One GIVE One is starting to replace Buy One GET One as the global giving movement led by Buy1GIVE1 ripples out. Right now if you search for the terms B1G1 and BOGO you will find that websites that do Buy1-Give1 giving are on the first page of Google results. Certainly with the large consumer demand shown for products from companies like TOMS Shoes, BOGO lights and OLPC – One Laptop Per Child, this tide is set to continue and spread.
I did a recent Google search to find the 25 top key words associated with the keyword BOGO. The results were very interesting in that none of them currently contained the word Give. I have displayed the results below. It will be interested to repeat this test in twelve months time and see what changes. Consumers are starting to drive major change and despite still wanting to receive free gifts (as in traditional B1G1/BOGO), they equally want to help others and the environment. This sentiment is validated by the 2008 Goodpurpose global study.
Here are the search results:
Free, networking, boots, groups, music, dallas, togo themes, wallpapers, buy, applications, skins, values, coupon, African, gift, photography, blogging, discount, sharing, shopping, pics, join, prose
Transaction-based or transactional giving
Unlike traditional charity giving, Buy One Give One giving is transactional in that every time you buy something, you give something. In the case of SunNight Solar they happen to give a physical light for every light sold. However, in most cases, Buy1GIVE1 associated businesses give in a different way. At Buy1GIVE1, giving can start from just USD 1c contribution per sale and go up to thousands of dollars in the case of Buy1BUILD1. At 1cent almost every business in the world can afford to give from each sale especially when they know 100% contributed goes to the cause.
The amount of money that is contributed isn’t the focus with Buy1GIVE1 transaction based giving. The focus instead is on the story and sharing the simple joy of giving. After all, if you think that 1c isn’t a lot to give and would not make much of a difference think again.
From its origins in Ethiopia, where the main coffee production is still from wild coffee tree forests, coffee consumption has spread globally. Brazil is still by far the largest coffee producer in the world producing on average 28% of the world’s total coffee. In 2006 Brazil produced enough coffee to make 216,400,000,000 (216 billion four hundred million) espresso coffees. If we were to calculate across global production then we get a daily global consumption of around 2,117,416,830 cups of coffee – wow. The figures are somewhat hard to track down but let’s guess that 40% of the world’s coffee is sold and consumed in coffee shops then we would get that 846,966,732 cups are sold commercially each day globally – nearly 900 million. This would equate to about’5,485,714 cups in the US on its own seeing they purchase around 21% of the world’s coffee.
If we considered the impact of the coffee industry alone taking up Buy1-Give1, imagine now that for every cup of coffee sold a child in a developing region like Sub-Sahara Africa received clean drinking water from a well and it only costing 1cent to do this. Surely any coffee shop could afford to contribute this amount from the sale of a single cup of coffee. Imagine the different that this one action alone would make in the world.
Transactional giving is the story of the thousand-mile journey starting with that first single step. Digging a well costs a few thousand dollars so it’s a big barrier for communities in developing nations. However if you break the cost down it only takes the sale of a cup of coffee to give clean water to a single person for a day1. This is the power of transactional giving. It is like the compound interest of giving – a little turns into a lot very quickly.
Of course any company can do transaction-based giving with any of its products or services and do it on their own as some are like TESCO in the UK giving school uniforms to kids in Africa in partnership with Save the Children. And yet if companies choose to join together under a commonly recognised banner/brand they can have a powerful effect. The ripple that a single company creates is added to that of another and the ripple grows into a tidal wave of giving. This is the power of giving and doing things together.
Everyone wins with Buy One Give One transaction based giving. The consumer wins – at no extra cost to themselves they have made a difference through their purchasing choices. The business wins in so many ways. And of course the charity cause wins because they are now able to receive small amounts from numerous sources aggregated and paid in a lump sum by Buy1GIVE1.
A new start – a new world – new thinking
If you go right now and check Wikipedia.com for the word BOGO you should find that a new definition has been added. And soon B1G1 will be added. It is time for a sea-change – a change from the focus on GETTING to focusing on GIVING. I personally added a small addition to Wikipedia’s BOGO definition that says this: “… an acronym in the marketing industry that stands for Buy One GIVE One.”
Just imagine our world where every time you shopped and bought something you gave something – automatically and seamlessly. This is the simple joyful magic of transaction based giving.
This is the world I choose to be a part of.
And remember – you don’t ‘get’ giving till you get giving.
References:
http://www.buy1-give1free.com/index.php/Partnering/Worthy-cause-charity-projects.html
http://www.buy1-give1free.com/index.php/Partnering/Worthy-cause-charity-projects.html
http://www.scfnw.org.uk/site/article183.html
http://www.coffeepoet.com/2007/09/
http://simple.wikipedia.org/wiki/Coffee
http://www.goodpurposecommunity.com/
http://www.coffeepoet.com/2007/09/
Footnotes: 1 Calculated by taking the average cost to dig a well, dividing it by its average expected life without major maintenance divided by the number of people in the community benefiting from the well on a daily basis.
Discover more about how Buy1GIVE1 (BOGO) can transform your business using Cause Marketing.