Shoppers Determine Grocers’ Charitable Giving
Consumers who shop at Waitrose grocery stores in the U.K. and at Whole Foods in the U.S. have a direct hand in deciding where the chains spend their charitable dollars.
According to a piece on the Springwise website, shoppers at Waitrose are offered a token each time they shop at one of the company’s stores. They then decide which of three local charities should get Waitrose’s pounds by placing the token in a designated Perspex tube. At the end of each month, the chain counts the tokens in the tubes and gives a corresponding amount to the charities.
In the U.S., shoppers who bring their own bags to Whole Foods are given wooden nickels that they can deposit in boxes assigned to local charities. Whole Foods then donates a percentage of its community giving dollars based on the charities chosen by its shoppers.
Discussion Questions: What do you think of the process at Waitrose and Whole Foods where shoppers get to play a role in directing the chains’ community giving? Have you seen any other examples of charitable efforts that positively influence shoppers’ relationships with the chains?