Consumers estimate companies that create meaning, As employees do. This increased demand created opportunities for platforms to facilitate the participation of meaningful companies through innovative solutions that return to society.
French startup I died An example, with a platform that helps companies reward their customers and employees with donations that support the social and environmental causes they choose – join points between marketing and influence.
It is originally called Captain Cause It was renamed in 2024. The new name is the shrinking “don” (the French word of “donation”) and “the gift”, which hopes the emerging everywhere enough to transform the verb.
“Our dream of Diet is the largest possible number of people to discover the local reasons that resonate with them. Because we know that giving makes people happy,” George Pasdivant told Fortn. “To achieve this, we have a message to the senior marketing officials from the brands of insight: Have you thought about involving your customers in your influence initiatives?”
Basdevant may be a dreamer that attracts visions, but also an actor. Also, Friedrich Mazela, President of Dest, who previously dropped French at Unicorn Blabblacar in 2006.
With 80 million passengers in 2023, Blamblacar is now one of the best standards in Europe (although it contains There are no public subscription plans yet). But the auto accompanying application struck a lot of bumps along the road, and only reached profitability in 2023 After the “rough” pandemic.
I learned this Mazzella something or two about the mobility of uncertainty, and how some basics do not change, such as the instinct of people to contact and contribute, never. For this reason he is betting that even in the difficult times of companies and families, he will find a Dift model in full swing.
“The crisis or not, there is still one clear thing: the expectation of companies to match the profit with the purpose is here to stay. This is a basic trend – 90 % of consumers expect the brands to take measures, according to the study of OneY.”
Trademarks also listen. Dior is only three years old, but he has already received major agents such as Acccor, Carrefour, Engie and FDJ. This also helped expand its reach beyond France; ACCOR, for example, More than 100 million members All over the world.
The same use is simple and effective: thanks to Dior, all members can Use their points To support the reasons, such as providing clean water for needy areas or helping unemployed people to train to obtain new job opportunities.
According to the president of ACCOR and e -commerce, Mehdi Hemiici, the initiative collected more than 225,000 euros since its inception. “By integrating sustainability into our loyalty program, we redefine how travel and purpose can walk side by side.”
For companies, this also guarantees that the effect is not only a center of cost. There is a commercial value that can be derived from emotional marketing, which can also be more efficient. “He creates a new bond between companies and their customers based on a procedure on a joint purpose,” Mazela said.
The trend also expands to financial giants: Dior distributed More than 10 million euros To date, it has recently expanded its arrival through Partnership with BNP Paribas. The bank has already provided a mechanism to integrate the donation component into its financial products, which will help DIFT now.
According to Youi Siegel, President of BNP Paribas Global Markets, the sustainable structure, the goal of the initiative is to “encourage charitable participation between institutional investors and retail alike, allowing them to make a positive impact through their investments.”
Diff has an insured effect on its DNA, while it is compatible with VC: in 2022, this A company that drives the task “ Arose 3.5 million euros seed tour Leaded by VC ORAGTIME, with the participation of Maif Impact, Daphni, AFI Ventures and VNV Global. “As Patagonia appears, nothing brings together people more than a difference together,” said Pasdivant.
This story was originally shown on Fortune.com
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