help consumers make a contribution This is the fourth of five thoughts dealing with the core psychological needs of all consumers. Each one of these six needs represents an opportunity for business. This thought addresses the need we all have to make a difference and contribute. Bill Gates once noted that he is enjoying giving […]

help consumers make a contribution This is the fourth of five thoughts dealing with the core psychological needs of all consumers. Each one of these six needs represents an opportunity for business. This thought addresses the need we all have to make a difference and contribute. Bill Gates once noted that he is enjoying giving his money away so much more than he enjoyed making it. His friend Warren Buffet, the world’s richest man, by some accounts, has agreed to give all of his wealth to the Gates Foundation. Many other wealthy people are heavily involved in philanthropy. Certainly, recognition might be one of the reasons for philanthropy. Research suggests, however, that the motivation is much more than this. Human beings, by nature, enjoying giving, making a contribution, and leaving their world a better place. The need to give, contribute, and make a difference, is not unique to wealthy people.…