What Do Ice Water and Socks Have in Common?

“We make a living by what we get; we make a life by what we give.” — Winston Churchill

Remember the ALS Ice Bucket Challenge? In that summer filled with videos of buckets of ice water, charitable giving was a shared experience. It’s an example of the change in trends on how and why people give. We live in a socially conscious environment. Go Fund Me has made a name for itself as a wildly successful platform for people to raise awareness virally and collect money for their personal causes, with $5 billion coming from 50 million donors since launching in 2010. Consumers, especially millennials, are making purchases while giving just as much value to the ethos of a company as they do to the quality of the product. The reach of social media and the Internet make us aware of many quality 501(c)3 organizations, and the convenience of technology makes it easier for us to give.

When I founded B.Well Consulting, giving back to the community was an important part of my business plan. From hands-on volunteer work with the Junior League of Chicago to leading fundraisers for numerous other 501(c)3 organizations, charitable giving has always been part of my daily life — it only made sense to find a way to use my consultancy to give back. Through the quarterly B.Well #ShareTheHealth Campaign, 5% of B.Well Consulting revenue is donated to a 501(c)3 that supports access to health and wellness.

I’m not unique in wanting to do good. It’s human nature to want to have a positive impact. A recent poll revealed that the under-30 crowd feel people have a “very important obligation” to volunteer—and they’re just as engaged in philanthropic activities as their elders. Companies like TOMS shoes and Bombas socks made a name for themselves with their buy-one-give-one model of business. The ways we give have changed.

For many of us, “giving back” a duty, not an option. By choosing B.Well Consulting, you’re making a decision that will have a positive impact on organizations like Girls on the Run, Memorial Sloan Kettering Cancer Center and more.