No company can afford to ignore conscious capitalism, especially when it comes to attracting consumers in their 20s and early 30s. The results of the 2006 Millennial Cause Study conducted by Cone Inc. and AMP Insights confirmed that well over half of the consumers in that critical demographic consider a company’s social commitment when deciding where to shop. That reality certainly is not lost on Zona Rosa in Kansas City, Missouri. When the outdoor shopping center opened its doors in 2004, it wasted no time in establishing a corporate foundation, funded every single day with cash from the parking meters.
“We are able to impact many local organizations with our Change for Charity meter program,” said Rosemary Salerno, Zona Rosa general manager. “Each time you put quarters in a meter at Zona Rosa or make a ticket payment, know that you are helping to benefit youth and family focused organizations in the Greater Kansas City area.”