How do we encourage people to ‘buy for good’?

The social economy starts with consumers. If they do not support businesses that make a contribution then there will be no incentive for the business to become a company of equity. If financial gain is threatened by the considerable effort and cost it takes to be truly ethical, businesses will not go to the trouble of taking a positive stand.

For that reason, there is another dimension to social innovation and the empowerment of ethical business, and that is the new way we champion consumer choice.

We need a way to reward consumers for making the choice for “P” Ethic businesses. Consistent support for ethical business needs to be encouraged. We need people to not only make one choice for a ‘good’ business, we need people to be loyal and choose those ethical products and services in all sectors in all its forms. We want people to choose the “P” Ethic across all markets and sectors of the economy.

That is why we provide the option to buy a $100 gift card to only be used for “P” Ethic products and services. This gift card will give consumers a discount of 12% off all the items from businesses that we have designated and approved as meeting our “P” Ethic standard.

In this way, we encourage loyalty to our “P” Ethic branding, and offer consumers a strong financial incentive to ‘buy for good’. In turn, the businesses that do the most good will succeed, receive a greater share of the market, and profits earned can be funneled back into doing more for society and the environment. That is a powerful way to address the .social in which profit and ethics go hand in hand, and people have the information and the incentive to participate in the democracy of the marketplace as both citizens and consumers.

Who absorbs the cost of providing a 12% discount?

Indirectly “P” Ethic businesses do when they pay the fee for being assessed for social impact. This is the source of financial gain for Propellers.social, and we profit the more companies that choose to be evaluated. We provide this extra incentive of the gift card to make their products even cheaper than the companies who elect to not make an ethical contribution. The ethical business has the incentive to not only be recognized in the marketing and communications of their products, they have the possibility to undercut the prices of competitors with that 12% discount.

This gives rise to a competitive dynamic with businesses seeking the “P” Ethic approval to get that discount and earn more profits. We will absorb the 12% discount with finances that come from the assessment of companies, and it will pay back as more and more businesses choose the high road and become social and responsible. This cycle operates by financial self-interest and because business owners want to do good, but may not have been able to in competitive economies where the pursuit of narrow profit was the only option.

A $10 bottle of red wine from Spain that grows grapes sustainably and organically, will cost 12 percent less with the “P” Ethic Gift Card. This could be just the edge over competitors that this ethical company needs to be profitable.

Consumers should not have to pay more for positive buying, they should not have to lose money by making the ‘right’ choice. The choice should be clear. The discount and the socially responsible choice should be made together.

It starts with you as the consumer, this cycle starts with you. You have the power to choose. You are the demand. If you do not “Buy for Good” then the supply of social and environmental businesses will not succeed. Without your buying power for doing good, the marketplace will “race to the bottom” and the businesses around the world will sacrifice doing good for narrow profit.

Propellers.social tries to put the right choice in your hands with a strong financial incentive so buying for good does not cost extra. But it is on you to make the ‘right’ choice.

The eGift card company Giftya “The thought that counts” is our platform for putting the 12% discount in your digital hands when you purchase with “P” Ethic businesses. In collaboration with Propellers.social, the eGift card company will credit consumers with the 12% discount directly to your Visa or Mastercard. For example, when you are checking out your groceries at the counter you will pay as you otherwise would, that is to say you will pay the full price (don’t worry! just wait!)…When you check your bank statement a few moments later you will see the 12% discount credited directly to your bank account.

Pay $100. It will come back to you as savings right in your pocketbook. It is a smart choice for reasonable prices on ethical products and services and the ‘right’ choice for the world.

This is an eGift that can be used at any store. It is not just another Starbucks gift card. It is a way of supporting a unifying and extensive brand, a “P” Ethic stamp of approval that complements the classic marketing of a company. The eGift card gives you access to discounts on all our ethical businesses together under one label.

Purchasing the $100 eGift card is a smart move for investing in savings for yourself on a wide array of products. It is even nicer as a gift for someone else whose tastes you may not know. They may not go to Starbucks, but they might be interested in an ethical beauty supply company or a cooperative lingerie brand that uses natural products. It could be a ride share or a carton of milk or a pair of socks or a lemon.

You make a payment and we give it right back to you in savings. For every $100 eGift card you earn $12 and come away from the experience with the knowledge that you are supporting products and services that matter.

Giftya “The thought that counts” is our business partner in developing the technology to achieve this special kind of eGift card that sends discounts directly to your bank account from purchases of all kinds of products and services across a diverse selection of brands and merchants.

The bottomline is simple.

Invest in the “P” Ethic and support our businesses and be rewarded with savings for doing the right thing.

Thank you for your support!