You might be surprised to learn that processes of gift-giving and reciprocating are believed to be at the root of our societies.
It’s the very glue that holds the social fabric together - which means that as a marketing professional, you’re actually in the business of maintaining the social bond that basically makes us human.
No pressure.
In this article, we’ll dive into theories of gift and reciprocity, borrowed from the disciplines of sociology, anthropology and psychology. Understanding their centrality in our worlds will surely spark reflections and ideas that you can apply to your everyday work as a shopping center marketer.
We’ll also do a bit of theorizing of our own and see how gift cards fit in this picture. Do they qualify as gifts that strengthen social bonds? And, finally, how can we use all of this to create impactful marketing campaigns?
Yes, it’s a bit of a geeky one, but if you’re into marketing and gift cards (and if you aren’t, how did you end up here?!), it’ll be sure to tickle your fancy.
Reciprocity as the foundation of society
Let's start at the very beginning (a very good place to start). We see processes of gift and return across every society, going back at least 100'000 years, without any historical or geographical limitations. No wonder then that anthropologists, sociologists and even psychologists have been keen to study that phenomenon!
In every society, there's a system in place for the exchange of goods and services between all the different actors, creating links that form the basis of social life. The system is so integrated into our lives and our minds that when you receive a gift, you feel compelled to reciprocate it. That's the gist of the theory. Sounds easy enough? Let's break this down.
Think about it. When you receive a gift from your sister, your neighbour, your friend, your company... Call it an expectation, an obligation, an aura, whatever you want, but you feel like you have to give it back in some way, shape, or form - which, let's be honest, can be a real bummer sometimes.
Why do we do it ?
Well, If your company gives you a bonus, it’s really to encourage you to work hard in the next quarter. If your neighbour gives you a homemade pot pie, it’s to thank you for taking care of their plants while they were away. Even donations to charities are laden gifts, as they make you feel good about yourself or show you in a good light to others. There’s no such thing as an altruistic gift! That’s right, try to find a case when you give and truly get nothing in return. Call me if you find one!
It goes even further than a direct gift exchange. Even if the gift offered isn’t returned by the person who got offered the gift, eventually it will be returned. So for instance, Malinowski researches gift exchange in his book Islanders of the Pacific, between, well, Pacific Island tribes.
One tribe would routinely go to another island by boat, offering shells and women, then return to their own island. The tribe who received the gift would, later on, travel to another island to give to another tribe goats and chickens, then that tribe would offer other gifts to other islanders etc. Until a full circle is completed and the first tribe got something back. And then it starts again.
This ensures a certain distribution of resources, a transfer of objects, but also of knowledge thanks to the interactions which result from it.
Whilst we are unlikely to boat chickens as presents to our neighbours, these principles stand in contemporary society - we exchange gifts because it ties us together, makes us speak to each other, interact, maintain relationships. The process strengthens social bonds and as such, the cycle is seen as the very foundation of society. So, when children receive gifts that they are not yet able to return, it’s so they can return it in other forms like by giving attention, being cute, or taking care of the giver in their old age.
Now. What can we do with all this?
Marketing informed by gift theory
You’re now full of information you probably didn’t know you needed. Let’s put it to use! By appealing to this human need to reciprocate, you can reach a bigger customer pool, by showing for instance that there is value in gift-giving, that goes beyond and above capitalist thinking.
As marketers selling goods, you are involved in capitalist processes, and some customers are completely fine with being a part of this system. However, those who aren’t are sometimes hard to reach. They might purchase goods out of necessity, but then their potential spending is quite limited. Here, gift theory might be our solace, since it tells us that gift-giving gives value to market-based transactions.
So for them, and others, here are a few copywriting ideas on how to reach these reluctant ones to lead them to buy, or to buy more:
- Your sister got you a great travel bag, and all you have for her is a lousy keychain? Don’t worry, we have all the best gifts to help you set this right.
- Your mum might say you are her greatest gift but, come on, she gave you life! Show her you care with a thoughtful gift.
- You lost all self-control during a fierce Monopoly battle at the last game night? Quick, make it up to your friends with an apology gift before they lose your number.
Granted, these might be a bit cheeky. But they work!
What about gift cards?
If gift-giving is the foundation of society, then there is a lot at stake in finding the ideal gift. This might be super obvious, but oh, how difficult it can be!
One of the implicit rules of gift-giving is that gifts should be something the recipient wants or needs. Ideally, what is given and what is received should be of similar value, and when it isn’t, it leaves a bitter taste in the mouth. Mismatching gifts deteriorate the social bond. At the very least, gifts returned should have a similar monetary value to gifts received.
And we’re in luck! Gift cards are a great way to get that amount just right. So for those who are particularly bad at finding the right gift - I am talking for example about those who have once offered more than a book for their first (and last) Valentine’s Day with their girlfriend of 2 weeks, or those who have offered a (very special) duster to their wife on their 25th Wedding Anniversary - gift cards are the ideal solution, an easy way to get it right.
For the receiver, they also fully have their place since they offer the possibility of choice in our society today, where individualism reigns, and waste is so badly frowned upon. Getting your own gift from a set amount of money is a great way to get exactly what you want for free - the true ideal gift. No need to return that ugly sweater your aunt got you and exchange it for something you actually want - it’s a way to let go of the pretense and skip that painful step.
Let's change the paradigm !
Despite the theory, gift cards have bad press. Many see the physical aspect of the gift exchange as paramount. Givers really must agonize over finding the perfect gift to show they care, or so some think. Research shows that this is bonkers (pardon my language) - money has always been an acceptable gift, especially in societies where one could easily get what they want for themselves, if they have the funds available.
At Giftify, we address this misbelief that gift cards are impersonal by offering plenty of customizable options, and add-ons like wallets and assorted notes - and ours are truly great products. But we shouldn’t have to make excuses. I hope to have convinced you here that gift cards really are the perfect gift!
So, together, let’s change the paradigm. Change the focus from the giver to the receiver in your communication about gift cards. Help us show that the gift of choice really is the best gift of all.
Any questions? Comments?
Another geeky theme you’d like us to take on?
