Biting into a fresh slice of Malawi’s Pizza, Allyson feels more than the gratifying sensation of filling her empty stomach. She feels empowered. Her dinner purchase fed a child in Malawi, Africa, making her drive to the Shops at Riverwoods worth every minute.
There are other companies similar to Malawi’s Pizza, such as Charity Water and TOMS. These businesses contain different products, but their idea is the same: charity. These businesess give back to someone in need each time their product is purchased. For some in Utah Valley, companies that give back are more appealing and receive higher instances of brand loyalty.
Allyson Morgan is one of these brand loyalists.
Morgan, a 21-year-old senior from Salt Lake City, prefers using brands that are more than a product. Morgan, who is majoring in political science, said there are various reasons for her loyalty to these humanitarian brands. This summer she worked in Washington, D.C., as the Twitter manager at a nonprofit organization. She did not name the business but did discuss her appreciation of other nonprofits.
“Charity Water is my current nonprofit crush,” Morgan said. “They are super good about engaging all their supporters. They show you exactly where your money is going. You can pledge your birthday, so instead of a birthday present, people will donate to Charity Water.”
Morgan said Charity Water shows photographs of its work, like digging a well for families in Africa with little water supply.
“This way they are not out all day searching for water,” she said. “I like the brands where you can look and see where things are going.”
Morgan said she doesn’t like how TOMS does not directly show its humanitarian efforts. TOMS is a shoe company that donates shoes to a child in need for every pair someone purchases. She said she feels little attachment to TOMS.
Kevin Lussier, a 24-year-old sophomore from Mesa, Ariz., has different views on the TOMS brand. Lussier, who is majoring in political science at Utah Valley University, is a personal owner of TOMS.
“They’re good-looking shoes, and what they support helps too,” Lussier said.
Lussier did not buy the shoes solely because of the company’s humanitarian efforts, but he said it helped in his purchase decision. For Lussier, the companies that give back give him more reason to buy their product. In comparison, he will not support companies that have a negative reputation or endorse child labor.
“If a company has young children working to make their product, I will not buy it,” Lussier said.
He said it is hard to weed out the companies that do not have ethical standards.
“You don’t know everything about the companies, and you don’t know what they do to be profitable,” Lussier said. “I recommend researching the company and the product if it means that much to you.”
Rachel McCappin, a senior from Melbourne, Australia, said she researches her brands before forking out the cash. McCappin said for products of equal value and price, she will always choose the brand that gives back over the one that does not.
“It makes me feel good to contribute,” McCappin said. “If I am going to spend money on clothing, it might as well be to a better cause.”
For Kayla Hamrick, a nurse at Mount Timpanogos Hospital and BYU graduate, a visit to Africa changed her perspective on humanitarian efforts in business. Hammrick said she will choose brands that give back, but it does not drive her to the mall.
“Seeing what was most important to the people there, like the necessities, made me shop differently,” Hamrick said. “Now I ask, ‘Is this a want or a need?’ I have become more practical in my shopping choices.”
She said she enjoys brands like Charity Water and TOMS, but they have to fit her “need” category to make the shopping list.
While Malawi’s Pizza may be a “want” of Morgan’s, it also fulfills her “need” to eat. The trip to Malawi’s brings a smile to Morgan’s face, for a young Malawian child just received dinner.
