Newman's Own.

I've always been a fan of Paul Newman's pasta sauces. Firstly because he was a great actor and it was cool for a celebrity to muck about in the kitchen, way back in 1982, many years before the celebrity huckster movement. Secondly and most importantly because all the money went to charity. Could I make a better sauce, of course, but time restrictions and laziness often conspire and of all the sauces on the supermarket shelves I grab Paul's because it makes me feel good. With over $300 million given to such projects as the "hole in the wall camps" for kids, arts and education and breast cancer research, Newman's Own gives back and makes a difference.

I'd like to do more of the above and whenever a product associated with a social cause or conscience I agree with becomes available, I look into the viability of that product fitting into my lifestyle. Global surveys have found that just over half (51%) of all consumers would like to reward responsible companies by buying their product or shopping in their premises, with 53% saying they would pay a 10% premium for products from a responsible company. We all want to do better, give back and feel like we have done some good, often life gets in the way so we are happy for someone else to provide the avenue, even if it is only pasta sauce.

Surveys go onto to show that 85% of consumers want companies to do the right thing and be engaged in social issues but not many (22%) consumers think they are doing or getting enough. A recent list of the most "positive" global brands still finds most lacking in the "social graces" and more interested in output. Ikea, Google, Nestlé, Danone, Leroy Merlin, Samsung, Microsoft, Sony, Unilever and Bimbo make the top ten list but the question of whether they impact people's lives for the better remains generally unanswered.

The future will see people more informed about the social conscience of companies and products they sell and it is not too far fetched to think consumers will reward the "good" guys and either avoid or negatively feedback on the"bad" guys. How you are seen in the future as far as your social conscience and the good work associated with that, could directly impact your bottom line.

It's not all about the big boys with so called disposable profit, paying out to make themselves look good in the eyes of the consumer. Without a heart companies are easily identified as buying a social conscience for bottom line results and consumers are savvy enough to see through the dollars splashed about. Size is not as important as good will and altruistic tendencies and even the little guys have opportunities to make a difference.

A good friend, running a successful travel agency in Melbourne, has supported causes for years and recently set up a micro financing project in Malawi, working with locals to make a difference in their daily lives. Loans available through "reHope" will give people opportunities to improve their lives significantly and it all became a reality because Karsten Horne, owner of Reho Travel cared more about making a difference than the next dollar. Now wouldn't you want to book your travel through someone that truly cared?

So next time you are shopping for anything, contemplate making a difference, even if it's only with a jar of pasta sauce.