“WHAT’S THE CATCH…”

My mind was blown by how sceptical people are, and it got me thinking of a better way. A new type of economy (by Ernie, one of Naked's founders):

Earlier today Naked Insurance gave away free coffees at some of the Motherland Coffee stores across Jozi.

Why?

1. #MakeMondayBetter: We want to remind people that in the same way that Mondays often suck... until you get good coffee, insurance often sucks... until it’s Naked. 😉

2. Give-rather-than-shout: We believe in a new generation of marketing. Instead of massive billboards that gazillions of people see (and which cost a lot, and increase premiums) but that no one actually enjoys seeing, we believe in adding value. Through the things we write, the pictures we share, and in this case, a small gesture like providing your Monday morning caffeine fix.

3. Only speak to our tribe: Millions of people travel on the highway, and it’s a diverse group of people. They see billboards from many different insurers, but in their minds all those insurers are the same. But when you walk into Motherland, we know there’s a good chance that you were one of the early users of Uber or Airbnb, that you like doing things on your phone without speaking to a call centre. We know there’s a good chance that the reason you support Motherland is because you insist on both quality (amazing coffee!) and ethical/transparent business (where do my coffee beans come from?). You’re a Naked kind of person.

4. We like seeing people smile. And they did!

We really enjoyed giving away some of the good stuff, but as I sat there observing the friendly baristas explaining to people that they don’t have to pay, it struck me how cynical we have become as modern consumers.

I heard:

• “What’s the catch?”

• “Do you want my phone number or something? Are they going to spam me with sms’s about their cheap insurance?”

• “Is this only if I sign up?”

No, none of those. We were just giving away coffee. No strings attached.

But it got me thinking: where does this cynicism come from?

I suppose it’s not surprising. In recent years, businesses have not covered themselves in glory. As consumers we expect the default to be self-interest, and behind-the-scenes abuse by corporates using small print to screw customers. No need to give you examples.

So, how can this be fixed? My suggestion is two-fold:

1. As a consumer, keep telling people when you deal with businesses that operate in the new economy. Businesses that are designed with a bigger purpose than simply profit, and are relentless in doing the right thing. Businesses that stand up against dodgy practices in their industry, not only getting customers, but fans, members of the tribe. This snowball grows exponentially when people start sharing authentic stories of how these businesses go beyond their legal minimum, and actually improve people’s lives.

2. As an entrepreneur or owner/employee of such a business, don’t stop doing the right thing. It may not happen overnight, but it’s coming. A wave of consumer that insists on becoming part of a tribe, supporting businesses whose values resonate with them. It’s time for a new generation of business to succeed.

PS if you read this whole thing, it’s likely you could be our kind of person. Please be nice and tag some friends that you think will also enjoy the read. You know, the kind of people that could become part of the Naked tribe.

Have a good Monday!

- Ernie, Co-founder of Naked