Thank You Season: How Showing Gratitude Can Garner Positive Public Perception

Erin Charles

As we round out the end of the year, buyers are making their gift-giving decisions based on more than just their budgets. More and more consumers care about the companies they’re giving their hard-earned money to, both in terms of corporate social responsibility and public perception. An impactful (yet underutilized!) strategy is simply showing gratitude. Whether it’s thanking customers, recognizing employees or giving back to the community, acts of generosity create goodwill that can significantly enhance a brand’s public image.

Gratitude humanizes a company and fosters emotional connections that lead to loyalty, trust and positive PR.

This isn’t just a nice thing to do–it’s an essential part of building strong, lasting relationships. When a brand expresses appreciation and puts action behind the words, it shows a commitment to value for customers, employees and partners. In a world where brands live and die by social media, and consumers can quickly share their own experiences with the masses, demonstrating appreciation can go a long way in shaping public perception. A genuine thank-you can create a ripple effect of positive word-of-mouth or even media coverage.

Some Companies That Got It Right

Ben & Jerry’s

Known not only for its inventive ice cream, Ben & Jerry’s is also recognized for its dedication to social and environmental causes. One example of the company’s gratitude in action was its “Save Our Swirled” flavor, launched to raise awareness about climate change. This alignment with social issues generated positive media coverage and strengthened Ben & Jerry’s reputation as a brand that genuinely cares about the planet. This approach simultaneously boosts its public image and deepens customer loyalty, as consumers increasingly seek brands that reflect their values.

TOMS Shoes and Bombas 

TOMS Shoes introduced the revolutionary “One for One” model, where for every pair of shoes sold, the company donates a pair to someone in need. Giving back to those less fortunate has played a key role in shaping TOMS’ public image and inspired other brands to follow its example. Bombas boasts 150-million donations of its premium socks, underwear and T-shirts using the same one-for-one giveback program. By tying consumer purchases to social good, both brands have created a loyal customer base who feel empowered by their purchases.

Chewy

Chewy has earned a reputation for providing not only great products but also outstanding customer service. The brand has received positive PR many times over for its treatment of grieving customers; when a pet passes away and Chewy learns about it, they often send handwritten sympathy cards along with refunds for unused food or medication. In some cases, they have even sent personalized canvas paintings of pets who have passed on. These thoughtful acts of gratitude made headlines and earned Chewy a tremendous amount of goodwill and praise on social media. In a competitive market like pet care, Chewy’s empathy and kindness set it apart, enhancing its reputation as a company that cares deeply about its customers and their pets. 

How Your Company Can Apply These Principles

The good news is that showing gratitude doesn’t require a large budget or team—it’s about making meaningful connections with your audience. Here are a few ways businesses of all sizes can use gratitude as a PR strategy:

Personalized Thank-You Notes: A handwritten note or even a personalized email can go a long way in making customers feel appreciated. It’s a simple but effective gesture that shows you value their support and can help turn a one-time customer into a loyal advocate.

Employee Recognition: Acknowledging your team’s hard work is just as important as recognizing your customers. Whether it’s through public shout-outs on social media or internal recognition programs, showing gratitude to employees boosts morale and reinforces a positive company culture.

Charitable Giving and Volunteering: Small businesses can engage in charitable efforts, even if on a smaller scale. Partner with local causes or organize volunteer events for employees. These actions show that your company cares about the community, which can enhance public perception and create a sense of goodwill around your brand.

Loyalty Programs and Special Offers: Rewarding your loyal customers is a great way to show gratitude and keep them coming back. Consider offering discounts, early access to new products or exclusive experiences that make customers feel special.

P.S.–Gratitude Just Feels Good

Embracing gratitude is a profound yet accessible way to enhance public perception and build lasting goodwill. Regardless of your business’s size, adopting these strategies can cultivate a culture of appreciation that resonates deeply with customers and employees, fostering loyalty and paving the way for sustainable growth.