I love an inspiring story to trigger a blog and Thankyou, based in Australia, has certainly given me that inspiration.
At GfK Consumer Trends, we talk a lot about ‘Considered Consumption’, an important global consumer trend within our TrendKey framework, defined as ‘consumers choosing brands and services that are in keeping with their beliefs, values, ethics and ideals.’ Thankyou is one of the best examples I’ve seen that fully embraces this trend.
To provide you with some quick background, thankyou is a social enterprise. They have three categories – Water, Food and Body Care. Once all the costs involved in delivering their products are taken care of, every cent left funds life-changing projects in the developing world.
I have already become a loyal buyer of their muesli and muesli bars, the great thing being that not only am I gaining the ‘feel-good factor’ about contributing to the greater good simply by buying these products, but they also taste great! This has been helped by the fact that they have on their team one of Master Chef Australia’s All Stars winners Callum Hann.
It all sounds like a recipe for success, doesn’t it?
But the story goes on. With limited start-up capital (and with their altruistic desire to invest all profits in developing countries rather than advertising campaigns) – they have harnessed the power of social media to their full advantage. They have created clever campaigns that have gone viral, including one major initiative – Six Minute Pitch – that lead them to being stocked by Australia’s leading supermarkets.
One thing that might put off consumers from contributing to social enterprises is not knowing where their money is going. Thankyou have tackled this head on with an app that enables you to enter your unique product code and track the impact your purchase is having on Third World communities.
Everything they do is focussed on their goal to provide everyday products that could provide life-changing solutions to people in need – ‘Live Everyday. Give Everyday.’
All that said, as with any start up or new innovation there have been many challenges along the way and managing director Daniel Flynn is happy to admit that. His philosophy is that ‘success is not found in having a good idea, but it’s in how you deliver it’. If you can’t get enough of this inspiring story, check out Dan’s speech at TedXBrisbane.
Jodie Roberts is the Asia Pacific Regional Director for GfK Consumer Trends firstname.lastname@example.org – contact Jodie to find out more about how you can integrate consumer trends in to your business strategy and develop great new ideas now and next.