Social Consumption: The convergence of guilt and pleasure

Monique Wahlen

This article from matter(s) states that the act of consuming for pleasure used to be one thing, while the act of giving to help social causes, another.

Social Consumption: The convergence of guilt and pleasure

Monique Wahlen Draftfcb Paris

The act of consuming for pleasure used to be one thing. The act of giving to help social causes, another.

Both have traditionally lived in the same world but remained separate and distinct.

However, we are now witnessing instances of the convergence of the two – where consumers buy for pleasure, and simultaneously give.

How can social causes benefit from this emerging shift in consumer behaviour?

The recession has impacted significantly on the fortunes of social causes. Charities in particular are suffering with figures from the...

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