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This Is the Key to Good Nonprofit Marketing

6 21 19

Adam Smith, father of modern economic theory, believed it wasn't the butcher's benevolence that provided the dinner on your plate, but from the butcher's regard for himself and self interest. Smith illustrates that wealth is a deception of happiness and virtue. The butcher made the meal not because he felt you deserved not to go hungry, but because the butcher believed that generating wealth from his craft will provide happiness for him. We are taught to chase success, and that from success, happiness is derived.

But as studies have shown, and many people have experienced, success and wealth don't equate to happiness and feeling purposeful. It is this paradox that's starting to shift consumer behavior. With this realization that happiness doesn't equate to wealth and success, consumers are driven by prosperity as much as they are driven by their emotions.

Today's consumers want to create value and purpose when spending. Because of this paradox, people are a lot more hesitant to spend money. Many consumers don't want to spend money on anything that is not a necessity or something that brings them joy. This has led to consumers dedicating more money to experiences over material items.

You would think that this focus on emotions and value when spending would drive up spending on charity. Charity is an expense that feels good when doing and........

© Entrepreneur

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