Case in point: TOMS. They sell shoes. Their shoes aren't that great - they provide little to no support and they're not much to look at and yet over the years I've already bought several pairs, spending more money than I believe they are worth. Why? Because TOMS is not a company but a movement, one that donates a pair of shoes for every pair purchased, to a child in need in developing countries. Connecting consumers' spending choices to a larger social good has been a successful aspect of their marketing campaign and has caught on elsewhere too.
Two Degrees bar that caught my eye. Featured prominently on the label is the tagline "Is Good: Does Good," offering that "For every bar you buy, we give a meal to a hungry child." Immediately I felt justified in paying close to $2 for this bar over the others, suddenly thinking I would not only be feeding myself but someone else with this purchase. It's the same rationale I remember using when paying over $40 for my first pair of TOMS: my spending was elevated from a selfish act to a magnanimous one. I felt good about buying the bar and it tasted pretty darn good too. I only hoped that the RUTF (Ready to use Therapeutic Food) that was being provided to the beneficiary of my purchase was equally as satisfying.