Natural product shoppers tend to see themselves as a helpful bunch. They like to buy products that are safe for the environment, follow Fair Trade principles and benefit humanity as whole. They also want their retailers to practice this goodwill by giving back to the community via philanthropic fundraising.
“It’s a reality that customers of natural products prefer to shop in places where retailers and manufacturers are providing part of their profits to benefit the community or the world in some way,” said Mary Morton, communications director, Nourish America. “It creates an environment in the store where retailers show everyone is working together to better the world and community. That keeps customers coming back; they like to be in an environment where good is occurring.”
When a company supports a cause, it creates a halo effect on the company, said Sara Comis, senior director of business development and corporate relations, The Humane Society of the United States, adding, “Customers are more inclined to choose products and companies who support causes they believe in. It can help generate positive PR, bring in new customers and increase customer loyalty. “
Additionally, partnering with nonprofits and supporting causes can strengthen employee morale and retention. “Employees will feel good about the company for which they work when they see how their support helps the community by supporting organization X,” said Tracey Kiest, communications manager, Red Cross Grand Canyon Chapter in Phoenix.
And of course, donating to a charity promotes education about that cause and can help thousands of people in need. With world economies going under and natural disasters occurring almost weekly, millions can use the aid of natural product retailers and their customers.