I know it’s good that a lot of companies nowadays whether they are big or small are caring enough with charity programs. Just like JB Hi-Fi as an example here in Australia, this big retail company is the top charity giver company (based on the proportion of employees involved in workplace giving). According to The Sydney Morning Herald (2017), JB Hi-Fi is one of the companies who give a donation which the donation itself comes from their employees.
Source: The Sydney Morning Herald
Not a few companies that are offering their customers to donate to a charity program, they even expanding it so the charity program available online through their website. But what I found more interesting is that a lot of companies are offering to donate, but it involves their customers to participate in the charity program. I just picked an example which still hot in technology world which Apple just recently released a new colour of iPhone 7 and 7 plus. About two weeks ago, Apple released a new colour which is red for the variant iPhone 7 and 7 plus. Apple says that their new red iPhone 7 and 7 plus is a special edition which supports HIV/AIDS programs and by buying it, you automatically giving life to someone who needed. It is not only for the new variant red iPhone 7 or 7 plus, but it applies when you buy all their products which come with red colour including straps, headphones, speakers, etc.
I believe not only Apple has done or doing this. Is this part of their strategies to encourage more customer to buy their products? So, people will think that Apple is care with environment and care to the disease in the world; therefore, people will think that they should buy from Apple. I know that people will buy red iPhone 7 or 7 plus because of the cool colour. But in this case, they have targeted it to some customers that are concern with HIV/AIDS. A big company like Apple might not have any problems in terms of money to donate to the charity programs, but they certainly do not want to lose their customer, right? Of course, they want more and more customer uses their products.
I do not want to prejudice those companies that supporting charity programs, I know it is very good and helpful. But what do you guys think? Is this part of their strategies to encourage more customers?