Co-authored by Susan Bowman
Altruism is supposed to be about selflessness—helping others without expecting anything in return. Yet, in a world where generosity is often posted online, referred to as “challenges”, and shared via links and stories, it’s worth asking: How much of giving is about making a difference, and how much is about being seen doing it? As audiences become savvier and more skeptical about performative philanthropy and cause-marketing, it’s important for brands to ensure their altruistic efforts pass muster.
What Stories Are We Telling?
The way we talk about helping often follows a pattern. The giver is portrayed as generous and powerful, while the recipient is shown as vulnerable and helpless. It’s not always intentional, but it happens—especially in the media. The way givers are portrayed is one of dominance and superiority whereas those receiving aid enforce their perceived vulnerability and reliance.
For example, a study on 2017’s Hurricane Harvey coverage found that people of color were mostly depicted receiving aid, while white individuals, who were also victims, were shown grieving but not necessarily needing material help. In cases when aid was portrayed, white individuals were more often showcased as “heroes” than people of color in similar situations.
This imbalance in portrayal is detrimental to how the world views victims, pushes inaccurate stereotypes and discourages those affected from seeking or accepting help.
Do We Give to Help, or to Feel Good?
Giving is often framed as purely selfless, but we have learned that it is not entirely true. Research suggests there’s usually a personal benefit involved in relation to providing aid. In 2023, Americans donated over $557 billion to charity yet 43% of donors said they gave at least partially because it made them feel good. Meanwhile, nearly half of Americans say they’ve volunteered recently, but actual labor statistics put that number closer to 25%.
Moreover, social media has reshaped charity in both positive and complicated ways. Viral fundraisers, influencer-led philanthropy, and brand-driven giving have created new opportunities for generosity—but they’ve also blurred the lines between meaningful impact and performative philanthropy.
Take campaigns like the Ice Bucket Challenge or Instagram fundraisers. They raise awareness and money, but they also make giving something that’s often performed rather than quietly done. Studies show that people are more likely to donate when there’s an immediate, visible crisis—like a natural disaster—than they are to preventative causes. This could be the reason why some issues get massive attention while others struggle to get support, making it easier to engage with a cause at a surface level, without really comprehending its core issue or ways to continue support.
Brands have taken notice, as well. With 78% of consumers expecting companies to support social causes, many businesses are quick to make statements about their charitable efforts. But there’s a fine line between genuine support and a PR stunt or authentic brand altruism.
What Makes Giving Meaningful?
Taking all of this into account, we must ask ourselves, how can we truly become altruistic? If we want to ensure that altruism stays true to its purpose, we can start by shifting the conversation. Instead of focusing on who helps, we should focus on what’s being done and on whether we are contributing to lasting change.
To truly be altruistic, we must:
- Put the focus on the cause, not the giver
- Be mindful of representation
- Commit to long-term action
- Destigmatize receiving help
For brands, non-profits, and content creators, navigating the fine line between authentic brand altruism and good optics is more important than ever, especially now that audiences have developed a keen eye for performative actions. It is crucial to know:
- Transparency extends for miles
- Go beyond one-time gestures
- Make caring a part of your DNA
There’s no perfect way to give, but as philanthropy continues to evolve, it’s worth asking if we’re truly making a difference or making ourselves look good.
How does your organization try to be altruistic? Have you been able to get the balance of marketing and substantive giving right? We’d love to talk shop with you!
