Poor Rich People - Changing the perceptions of giving
This is a communications idea that looks at the challenge of perception and value when it comes to giving and spending. I hope it can inspire and if you'd like to be a part of bringing it to life - please get in touch.Jessica.firstname.lastname@example.org
Published on: Mar 4, 2016
Transcripts - Poor Rich People - Changing the perceptions of giving
Poor Rich People!
By Jessica Brookes
Who am I?!
• Jessica Brookes, change and humour
are the two constants in my life.
• Ambition, imagination and relentless
cravings for information have landed me
(Goodby Silverstein & Partners)
• Digital evangelist, forward looking and
ambassador of impromptu kindness.
Why am I talking to you?!
“A lot of our industry is very disposable, even
the best stuﬀ. I’m not fortunate enough yet to be
able to donate a billion dollars - but I can
donate my imagination.
A lot of the biggest issues in the world could be
solved with lateral thinking and imagination.”
What do I know?!
• Perception is not reality.
Reality is reality.
• An intrinsic part of advertising is to
alter perception and behaviour.
• A change in perceived value can be
just as satisfying as what we consider
• Change the interface, change the
mindset, change the lens.
at, and some other stuﬀ…
The Evolving Landscape!
• e landscape has shifted to an
inclusive process that involves
• Media eﬀectiveness is down circa
20%. But its fairer - the nature of
the web has left brands naked.
• People are becoming
overwhelmed with brand clutter
thus savvy at ignoring it.
The Paradox of Choice!
Does eliminating consumer choices greatly
reduce anxiety for shoppers?
What do I want to do?!
Change the perception of Giving
The Real Problem: Poverty!
Facts about the ‘Poor’!
• Half the world live on less
than $2.50 a day.
• According to UNICEF,
24,000 children die each day
due to poverty.
• Nearly a billion people
entered the 21st century
unable to read a book or sign
• Water problems aﬀect
half of humanity.
Some Insights & Background!
Facts about the ‘Rich’!
• e richest 20% accounts for
three-quarters of the world’s
• e world’s richest 1 billion
people use 80% of the world’s
• e working poor tend to give
a larger share of their earnings
than people of higher income.
We’re the rich.
Why do people give?!
“Although some people may be altruistic
when giving, economics tells us that the
dominant motivation is the
internal satisfaction that individuals
derive from the act of giving itself ”.
e Federal Reserve Bank of St. Louis “ e Economics of Charitable Giving: What Gives?”
The Science of Giving!
• Psychologists say that when people give they are empowered
because they no longer feel like victims.
• ey're part of the solution - voluntary solutions to social
• In other words, if I can help solve a problem of my own
accord, through my own freedom, I can actually make myself
• is gives me meaning; this gives me eﬀectiveness;
this gives me control.
• Brain scientists noted that when people give they actually get
opioids. Endorphins are released into their system. It's called
the "helper's high" and it is medically observable.
“Its better to give than to receive”!
• Psychologists reported that people
feel happier after spending on
others rather than themselves.
• People perceive the contrary - there
is a large chasm between what we
think will make us happy and what
People who donate money tend to be
happier than people who don't.
e challenge is perception.
Shopping vs. Giving!
• Shopping and Giving have
similar aﬀects on the mind.
• ey give us a feeling of control
• It’s a way of articulating our
ey both can make us feel happy.
• Its a crowded marketplace, having 'a good cause' is no longer
enough - it relies on awareness, impression and perception.
• People give to charity as a way to satisfy their deeply held need to
nd meaning in life and where it has aﬀected their lives in some
• e frequency of shocking ads in recent years, has questioned
whether their impact is as eﬀective as it once was.
• Highlighting the emotional consequences of the issues - how it
will aﬀect your conscience or your loved ones - is the new trend.
• e theory is that the public have all heard about the problems
that they face before, and have now learnt to simply ignore the
ads that try to shock them and vilify them for their behaviour.
Campaigns make us feel guilty!
“How does it make you feel?”!
“I feel guilty, I feel bad for who I am,
for what I choose to spend my money
“…it doesn’t aﬀect me and its far
away so I don’t relate to it.”
“I feel under pressure to commit to
“It makes me feel uncomfortable.”
“…we’ve become numb, we see war
everyday on the news…”
Get people to experience the happiness of giving.
The Sweet Spot!
Emotions Behaviour oughts
act of giving
depressed instant gratification
feeling worthless empowerment
expression of freedom
[need gratification] meaning
How can the poor help the rich?
“Poor Rich People”!
Demonstrate the suﬀerance of the modern life of the ‘rich’
how they spend money on goods to appease dissatisfaction.
Poor Rich People?!
• People empathise with the realities and
complications faced with modern life.
• Living in the developing world can be
• Stressors like traﬃc jams, angry bosses,
and screaming children for example.
• A growing reliance on medication to
“numb the pain”.
• We are money rich, time poor.
• People buy things to make them feel
better (hence “Retail therapy”).
Giving makes you really happy.
What the poor can do for the rich!
• Communicate what the poor can do for the rich by
facilitating their happiness (by accepting their money).
• Like purchasing a designer out t, the poor can empower
you to feel good about who you are.
• is angle isn’t to make our audience feel vili ed or stupid.
• Its not about the lives of the poor, its about putting an
honest mirror in front of the rich.
• e result is to empower and demonstrate the happiness in
the act of giving in an engaging way.
• is is a new approach. Its changing the lens in order to
change the perception in the value of giving.
Reasons to Believe!
• Giving makes you happy and being happy is to be healthy,
empowered, in control and free.
• Real-world eﬃciencies that giving can aﬀord, less clutter,
• Donating is tax deductible.
Charitable donations aren't purely
• Decisions are deeply in uenced by the quirky social
machinery of the brain.
• Which is in uenced by variables like empathy (How close do
we feel to the bene ciaries of the good cause?)
• and the ability to detect agency (Does the charity make us
think of other people?).
• e decision to give is inherently social.
Why might people talk about this idea?!
• ey perceive a bene t to engaging
in the action.
• Having a fresh perspective on the
relationship between the rich and
poor is remarkable.
• By rewarding and recognising
followers; we give them a stakehold
in the movement.
• You can’t put a price on happiness.
Like money, it translates in to
• e Spendthrift tends to
be compulsive and
uncontrolled with their
• ey do so particularly when
depressed, feeling worthless or
• Spending is an instant but
short-lived grati cation that
frequently leads to guilt.
• Men & Women between 25 - 35 (swing female).
• Live and work in capital cities.
• Work hard, play hard attitude to life.
• Younger couples without children
(highest disposable household income).
• Target the in uential, thought-leaders, the rst to adopt a
movement and those brave enough to be rst to follow.
• Early adopters in technology, fashion, music, art and culture.
What do their lives look like?!
Who we’re not talking to?!
How do we engage? "!
• Remember what we do changes what we perceive.
• We want media that can be used to make an un-missable,
galvanizing stand and evoke consumer involvement.
• Drive awareness through participation in a movement, not an
• Remember audiences are dropping rapidly from dominant media.
• Facilitate media multitasking and mesh the interface between
web and reality.
• Create a media space; allow for word of mouth by being
• In order to get good cut-through, we have to do something that
grabs people's attention and stands out.
• is is a ‘social’ social mission.
• Remember - this is just an idea.
• I’m open to hearing feedback;
good and bad.
• Please share your learning’s and
• Shoot me an email:
TED Talk Rory Sutherland: Life lessons from an ad man
John Pilger – e New Rulers of e World
Australian Beureau of Statistics
NRP Study: Spending Money on Others Makes Us Happy
Time: Why We Buy the Products We Buy
New Scientist: e Secret to Happiness
is Is Your Brain at the Mall: Why Shopping Makes You Feel So Good
Reason.com - Who Gives to Charity?
Times Online: Have we forgotten how to concentrate?
Psychology Today: e Myth of Stress Revealed
Satisfaction: e Science of Finding True Ful llment by Gregory Berns
ABC News Excerpt: "Satisfaction: e Science of Finding True Ful llment”
Google Books: Personal Finance for Dummies
Yahoo! Answers: Spending money makes me feel good about myself....?
Product Creation: Sacri ce To Win: Branding Strategy Insider
Global Issues: Poverty Facts and Stats
Stanford Social Innovation Review : Why Do People Really Give to Charity? ( June 25, 2008)
e Independent: e facts of (modern) life
An honest conversation about the impact of aid
Close-Up: Does shock advertising still work?
How to get shock value for money
e Frontal Cortex