# Yes we scan: how about an app that reports brands’ support for causes?

- Link: https://fundraising.co.uk/2014/09/15/yes-scan-app-reports-brands-support-causes/
- Published: 2014-09-15T10:35:54+01:00
- Author: John Thompson

I’ve just read a fascinating [article in The Economist about a new app called BuyPartisan](http://www.economist.com/news/united-states/21616976-app-brings-partisan-rage-grocery-store-voting-your-wallet)
that, via an iPhone’s camera, scans a product’s barcode and reports back to American
consumers any political donations made by its manufacturers. For example, it turns
out that “directors of Starbucks donated five times as much to Democrats as to Republicans;
those of Apple gave 30 times as much.”

That got me thinking: how about an app that reports back on companies’ CSR activities
and support for charitable causes?

The likes of Business in the Community and Cone Communications regularly demonstrate
that consumers are positively influenced by being aware of a brand’s connection 
with causes.

## Advertisement

However, a recent CAF report stated that consumers are largely ignorant of such 
commitments, with only around a third of people thinking those in the FTSE 100 make
donations to charity every year, when most of them actually do.

Despite that, only last year was DSC reported as being “horrified” by the paucity
of corporate giving. Whilst some might call for a Harry Hill intervention, there
could be an ‘appy’ ending in sight.

!['Good things inside' on the outside of one of two shopping bags held by a man 
carrying a camera and walking beside a glass panel in a shopping centre - photo:
Unsplash](https://wfay6x.infiniteuploads.cloud/2021/08/good-things-inside-shopping-
bags-ethics-unsplash-1024x683.jpg)

Good things inside?

## Yes we scan

Whilst I’d agree that many companies could do more, adding that I think fundraisers
should be helping to persuade them to increase their levels of support, perhaps 
a little bit of modern tech could give consumers the power to influence corporate
giving? With a quick scan, conscientious shoppers could find out the extent of a
brand’s charitable support, its sustainability and be provided with  links to its
charitable partners’ websites.  And then vote (even donate?) with their wallets.

As marketers strive to embed a sense of ‘purpose’ in the products they promote, 
that extends beyond its constituent components and raw ingredients, I’m sure those
with well established community credentials and solid brand ethics would welcome
such an innovation. More importantly, it could also act as a catalyst for changing
the behaviour and increasing the levels of community support from those yet to be
enlightened.

![Scanning at a shopping till with mobile phones - photo: Unsplash.com](https://
wfay6x.infiniteuploads.cloud/2021/08/scan-shop-mobile-unsplash-683x1024.jpg)

Yes we scan

But it’s consumers that arguably have the greatest direct influence on corporate
giving and CSR, so an app such as this could  help promote the good whilst encouraging
the bad and the ugly to do better.  Indeed, perhaps there will come a time when 
researchers ask a group of shoppers if they know anything about a brand’s charitable
credentials the answer will be: **Yes we scan.**

_**John Thompson**, director and consultant at [Changing Business](https://uk.linkedin.com/pub/john-thompson/0/898/a5)_

 * **[Marriage Care adopts mobile donations across counselling centres](https://fundraising.co.uk/2020/05/12/marriage-care-adopts-mobile-donations-across-counselling-centres/)**(
   12 May 2020)
 * **[Could QR Codes be big for online fundraising?](https://fundraising.co.uk/2008/05/20/could-qr-codes-be-big-online-fundraising/)**(
   20 May 2008)
 * **[Bullying UK wins TalkTalk Innovation in the Community Award](https://fundraising.co.uk/2008/11/13/bullying-uk-wins-talktalk-innovation-community-award/)**(
   13 November 2008)