Our Books

Helping Clients Create
BEST PLACES. BEST PEOPLE.
BEST WORK. BETTER WORLD.

Kevin & Jackie Freiberg

Will Buy For A Cause

What motivates customers to become brand enthusiasts?

An opportunity to buy products and services that change the world. People seek self-expression and self-identity through what they buy. To a large degree, our purchases are a statement about who we are, what we believe and the causes that define us.

People don’t buy products and services; they buy better versions of themselves.

When we buy things that enrich lives from companies that are doing good, we look in the mirror and see a better version of ourselves. This is what the “buy one give one” movement is about.

A better version of me feels, well…better!

In the case of National Life, what good parents, after purchasing a product that assures the financial security of their family, can’t look in the mirror and see a better version of themselves?

Consumers are getting much more serious about using their purchasing power to drive positive change. If we compete, you make a widget and I make a widget and our widgets are relatively the same; and your company is defined as a cause and mine is not, you have the advantage.

When quality and price are equal, a critical factor influencing brand choice is CAUSE. As a consumer purchasing trigger, CAUSE has risen 26 percent since 2008.

It’s no longer enough just to sell a product or service that works or meets an expectation. Consumers expect meaningful social impact.

Right now, if you can’t demonstrate that you are legitimately doing something to make the world better your business is in trouble.

The market is hungry for something genuine to believe in. This book challenges you to invite employees and customers into a movement by defining your business as a cause. And the people of National Life offer a powerful example of how it can be done.

Order CAUSE! Today