NOTRE-DAME: Generosity or a Quest for Publicity?
Donations for the reconstruction of Notre-Dame Cathedral in Paris have already exceeded one billion euros. The fire, which broke out on the afternoon of April 15, destroyed much of one of the most iconic monuments of European culture. In an impressive outpouring of solidarity— In less than 24 hours, donations exceeded 500 million euros – Companies from a wide range of industries have expressed their willingness to contribute to the reconstruction of the iconic French cathedral.
However, what leads companies to act this way? Are there any benefits—direct or indirect—to engaging in this type of activity??
First, it’s important to realize that, while there may be a genuine desire to simply help rebuild a symbol of Western culture, brands reap enormous reputational benefits from these donations. These days, as the example of Netflix shows us, the public wants to form an emotional connection with brands. Today, consumers expect brands to do more than just develop innovative products or meet their needs. The public expects brands to make a decisive contribution to a more balanced and just society. Social and corporate responsibility is no longer an option.
Consequently, there are obviously reputational benefits to taking this kind of action. When deciding what to buy, consumers choose brands whose behavior and practices they identify with. Therefore, these are opportunities that organizations should not let slip by.
In short, the truth is that we can say with little doubt that the companies that made donations toward the reconstruction of Notre-Dame will reap benefits, whether reputational or financial. We will never know exactly what motivated them to do so. However, we hope that the “obligation” to contribute to a more balanced society is one of those motivations.