Shifting G's: 2011 and the Advent of Generosity through Social Networks

2011 lends itself to a multitude of new trends.  Media and technology are redefining how consumers buy and in some instances, changing our view of social structures and the world around us. Facebook, deal-a-day companies and other innovative technologies have dramatically altered the way in which people interact. To some, this social metamorphosis is seen as intrinsically negative, a charge towards isolationism and self-centeredness.  Others view this as an opportunity to reach consumers in a meaningful way, to allow people to connect on a level they haven’t had the opportunity to prior to this cultural shift. In fact, this generation of consumers is lauded as being not only far from selfish, but particularly generous.

Trendwatching.com reports in its “11 Crucial Consumer Trends for 2011” that global markets are taking heed of the so-called “Generation G’s” desire to give. According to Trendwatching, %86 of global consumers feel that businesses should place an emphasis on not only business-related interest, but societal interest as well (www.trendwatching.com).  Facebook recently gave Newark, New Jersey’s school system $100 million dollars (albeit after the less than positive portrayal of Facebook founder, Mark Zuckerberg in this year’s hit The Social Media).  Groupon created a way for subscribers to gain points to donate to donorschoose.org.  Microsoft chairman Bill Gates and his wife Melinda are powerhouses of giving through their Bill and Melinda Gates Foundation.  Such companies are using their successful platforms and progressive technology to benefit not only the consumer, but charitable organizations as well.  Consumers, it seems, appreciate companies that promote philanthropy.  Entrepreneurs, small businesses and emerging companies are taking note and finding ways to engage consumers in charitable actions. Because of social media and the ease of connectivity, companies can reach out to subscribers across the nation, or even tap the global market, to promote philanthropy on a level that couldn’t have been harnessed without the dawn of this new technological age.

The days of the avarice and self-centeredness, a la the infamous Gordon Gecko who proclaimed that “greed is good,” have quickly shifted to a newer more progressive attitude.  Social media and the entrepreneurs behind the cultural shift that make our world a little smaller, a little closer, have ascertained that the advent of a new ‘G’ is in order.  Generosity is good: Consumers have taken heed; any business that hopes to be successful should do the same.  

To find out more about how you can help in 2011, please continue to visit My Drink On’s website for updates on their Civic Drink On events.