You probably already know the term “generation Y”, which refers to the generation born after 1980. But have you ever heard the term “generation G”? This term refers to a generation that loves generosity (G of the “generosity”). This generation is not only limited in terms of age but rather to patterns of thought.

Many actions that demonstrate a sincere concern and this could be a gap that can be used entrepreneur to introduce its brand. The desire of consumers to get the full goodness of human touch that is not contrived and spontaneous increases also become an alternative way to win more consumers. This trend can be observed in the markets of North America, Europe and Japan.

For brand owners, the strategy of random acts of kindness has a noble purpose and sincere, slowly no longer underestimated. Many argue that such strategy was more able to offer invaluable satisfaction and bonding more deeply in the minds of consumers. Not only that, a brand that uses this strategy is more likely to be associated with charisma and compassion.

By using a trend of kindness random acts like this our brand will be able to deliver what consumers are needed. For that social media should be utilized because it allows us to know the mood of consumers who become the target market.

Social networking is also spreading the kindness random action with a wider because consumers will tell their friends and followers of the unexpected good news.

Here are two cases of strategic use of random kindness acts worthy of emulating or applied in the business:
1. A flower delivery service named Interflora launched a campaign via social media in the UK that is designed to provide a wonderful surprise for Twitter users by sending flowers. As part of that campaign, Interflora monitors Twitter to find those users who require reliable entertainment that can brighten their day. Once found, Interflora will contact the selected users via Twitter and send flowers as a surprise.

2. Dutch airline KLM via Foursquare initiated a campaign called “How Happiness Spreads” to give passengers an unexpected gift and customized at the airport. During November 2010, once a person entered the KLM site via Foursquare in the airport network, Shocks team via KLM will find online information about the background of the person so they can know what kind of gifts that can be given before the person is flying. For example, a traveler complained on Twitter he will miss a football game when he had to be in New York. Surprise team will then take the initiative to send this user a guide book of Lonely Planet New York City that has been marked to indicate all the places in New York that broadcasts the football games.

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