Consumers appreciate companies that make sense, Like the staff. This growing demand has created opportunities for platforms to facilitate significant corporate interaction through innovative solutions that return society.
French startup DIFT It is one example with a platform that helps companies reward their customers and donations that support social and environmental reasons for their choice – to join the points between marketing and impact.
Originally called Captain Chairs, DIFT Rebranding in 2024. The new name is the reduction of “Don” (French word “donation”) and “gift”, which, hoping, will become quite ubiquitous to turn into a verb.
“Our dream at the DIFT is to find out as many people as possible local reasons that resonate with them. Because we know that giving people happy,” said CoFter DIFT and CEO, Georges Basdarant said Fortune. “To achieve this, we have a message for all the main marketing staff of visioned brands: did you consider participating in your customers’ initiatives in your initiatives?”
Basdevant can be a dreamer who turns to fantasies, but he is also a genus. It is also the president of DIFT and co -founded by Frederick Matseli, who was previously founded by French trips to the Blablac unicorn in 2006.
With 80 million passengers in 2023 Blabakar – one of the main scales of Europe (though it has Until there are no IPO plans). But the car for cars hit a lot of beats on the road and reached profitability only in 2023 After the “pretty rough” pandemic.
This taught Matsel’s thing or two about navigation about uncertainty and how some bases as an instinct of people to connect and contribute are never changed. That is why he relies on the fact that even in difficult times for companies and households, the DIFT model will find its basis.
“The crisis or not, one thing remains: the expectation of businesses to attract profit for the purpose of staying. This is the main trend – 90% of consumers expect the brands to take action, the Oney study said,” Mazzella said.
Brands also listen. DIFT is only three years old but has already provided large customers such as accor, carrefour, enie and fdj. It also helped expand its reach outside France; For example, the Accor loyalty program has More than 100 million members All over the world.
The case itself is simple and spectacular: Due to DIFT, all members can Use their items To support causes, such as pure water providing areas in need or help the unemployed learn for new employment opportunities.
According to the chief officer of the loyalty and e -commerce of the Accor, Mehdi Hemico, the initiative has assembled more than 225,000 euros since its creation. “By including the stability in our loyalty program, we review how trips and goals can go hand in hand.”
For companies, it also ensures that the impact is not only the cost center. There is a value business that needs to be obtained from emotional marketing, which can also be more effective. “This creates a new connection between companies and their clients based on the overall goal,” Matsel said.
The trend is also expanding to the financial giants: DIFT extends More than 10 million euros to date and recently expanded its reach through Partnership with BNP Paribas. The Bank has already introduced the mechanism of inclusion of the donation component into its financial products that DIFT will now help scale.
According to youri Siegel, BNP Paribas Global Markets leader is a sustainable structure, the purpose of the initiative is “to encourage charitable interaction among institutional and retail investors, which allows them to positively affect their investments.”
DIFT has an impact built into its DNA, simultaneously compatible with VC: in 2022 this “Company Managed by Mission” raised 3.5 million euro circle seeds Led by the VC Oneragtime firm, involving Maif Impact, Daphni, AFI Ventures and VNV Global. “As Patagonia shows,” said the Bassdevant, “nothing brings people closer than changing the situation together.”
Originally this story was presented on Fortune.com
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2025-04-14 05:00:00
Anna Heim
