Do you prefer to interact with companies or products that have social goals or otherwise make you feel good about giving them your business? Now flip to the other side. As an experience designer, do you consider this feeling when designing customer experiences? Have you ever worked on products or services that leveraged a social good as the customer experience rather than the direct value derived from the product or service itself?
Take Patagonia for example. On the surface, they are an apparel company, specializing in rugged outdoorsy gear. The reputation of their products is pretty solid, so they can market themselves as a high quality provider. But they don’t. Instead, they promote their social mission. They donate 1% of sales to grassroots environmental causes. This is self-serving, you might say, since their best customers are probably environmentally minded.