Act of goodwill or PR stunt?
With the news this morning that Sainsbury's are to donate 25% of the value to those that lost their Christmas savings at Farepak we have been considering the motivation behind this generous offer.
In these days of a cynical public and, perhaps, an even more cynical press, will the offer be viewed as an opportunity to hitch a ride on a bandwagon promoting the 'caring' credentials of this recovering consumer giant. In our limited office qualitative survey (myself and one colleague!) we believe and hope that this is not the case.
There is an obvious battle among the supermarkets to position themselves as the most ethical, and even if this is only being undertaken to win market share why should we care, for ultimately we should all benefit. Let us hope that this latest salvo from Sainsbury's motivates their competitors to make similar offers and that we will be able to evaluate the media response in the run up to Christmas, but more importantly it will deliver a better Christmas to all those that have seen their careful budgeting come to nothing.
In these days of a cynical public and, perhaps, an even more cynical press, will the offer be viewed as an opportunity to hitch a ride on a bandwagon promoting the 'caring' credentials of this recovering consumer giant. In our limited office qualitative survey (myself and one colleague!) we believe and hope that this is not the case.
There is an obvious battle among the supermarkets to position themselves as the most ethical, and even if this is only being undertaken to win market share why should we care, for ultimately we should all benefit. Let us hope that this latest salvo from Sainsbury's motivates their competitors to make similar offers and that we will be able to evaluate the media response in the run up to Christmas, but more importantly it will deliver a better Christmas to all those that have seen their careful budgeting come to nothing.
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