Week 3 EOC: Making Money for Good

     As far as charitable companies go, there are a lot of them out there to choose from because it is a common thing for big companies to give back in order to receive good press and some nice tax breaks. That being said, I chose to highlight one in particular that I am familiar with because I have worked for them for over a year now. I speak of Kroger, which Is a parent company to several grocery stores across the U.S. They donate over $219 million in goods as well as cash to local charities. Millennials do have a lot of purchasing power within this market because a very large portion of their products market themselves to this age group. According to the book, "Millennials have formidable purchasing power, but they distrust advertising and are more likely to listen to their peers regarding product decisions.". This means that the items they are purchasing are most likely ones they are either familiar with or ones that their friends or relatives are familiar with. Their parents often make choices based on their input as supported by the book, "Many of them are parents, and they make purchasing decisions with thought for and input from their families.". This means that according to this information, Millennials make up for an even bigger spending power than most generations. Millennials are also more likely to buy a product or from a company that is charitable. "Brands like TOMS Shoes and Warby Parker appeal to this group because they offer social value and align their brands with a higher purpose. These brands also invite participation and co-creation, both of which appeal to Millennials.". So knowing this makes companies like Kroger, Wal-Mart, PepsiCo, and more donate some of their proceeds in order to appeal to this generation. It's a well thought out marketing plan to say the least. One that benefits everyone, but it does some more than others.