Drive change – and business growth – this International Women’s Day
The founder of i=Change, Jeremy Meltzer, explains how giving back as a brand can drive unexpected sales results.
In a world where consumer values and expectations are shifting toward social responsibility, the retail sector is witnessing an exciting transformation.
More than 80 per cent of shoppers believe that brands should use their power to make impact and real-world change, while younger generations – Gen Z and Millennials – are leading the charge by aligning their spending with their values.
This shift presents a unique opportunity for retailers. By integrating purpose into the shopping experience they can not only build brand loyalty but drive measurable business results.
i=Change is leading this transformation by embedding charitable giving into the ecommerce journey. With more than $11 million raised (and counting!) and more than 2 million lives impacted, i=Change has proven that each transaction holds an opportunity for giving back.
How i=Change turns retail into a force for good
i=Change was founded with a simple yet transformative idea: that retail can be a powerful force for change.
After witnessing first-hand the significant challenges holding women and girls back — along with shocking levels of abuse — founder and CEO Jeremy Meltzer was driven to create a funding stream for NGOs working on the front lines of gender equality and other critical global issues.
For this vision to succeed, the model had to be simple and valuable for businesses while empowering consumers to drive impact with every purchase. The solution was to provide an effortless way for retailers to integrate giving into their online stores, enabling them to support NGO projects while enhancing the customer experience.
How i=Change works
Today i=Change has grown into an impact marketing platform, helping brands tell a bigger story — one that extends beyond product and into purpose. The platform seamlessly integrates into the online shopping experience, enabling merchants to donate $1 (or a percentage of their sale), and engage their customers to choose between one of three charitable projects.
This model not only strengthens brand loyalty but also enhances customer engagement by turning everyday transactions into an opportunity to create positive change. The process is simple, transparent, and designed to be an inspiring part of the shopping experience.
Since launching, i=Change has partnered with hundreds of leading retailers and NGOs, helping brands transform transactional moments into meaningful impact.
For example, through i=Change, retailers have raised over $368,000 for Thread Together, helping redistribute excess fashion to those in need, and more than $2.1 million for Women's Community Shelters, supporting women and children escaping domestic violence.
Why purpose-driven retail is smart business
In a challenging economic environment, retailers need solutions that not only align with customer values but also deliver measurable returns. Giving back has become a powerful business strategy, driving stronger engagement and conversions.
Retailers using i=Change have seen up to a 15 per cent increase in average order value and a 3.25 per cent uplift in conversions, translating to as much as $18 in incremental revenue per $1 donated.
These results highlight how integrating purpose into the shopping experience strengthens consumer trust while delivering direct commercial benefits. For brands, social impact is no longer an add-on; it’s become an expectation.
As the retail sector navigates shifting consumer behaviors, integrating purpose into the customer journey ensures brands remain relevant, competitive, and aligned with the values of today’s shoppers.
Shop for Change this International Women's Day
International Women’s Day is a key day for brands to communicate their commitment to empowering women and girls. i=Change runs the flagship campaign, Shop for Change, where funds raised go to a range of NGOs working in Australia and globally. Brands must be onboard by Feb 28 to take part.
Over the years, retailers have helped fund critical initiatives thanks to Shop for Change – with funds often providing outsized impact. For example, at Send Hope Not Flowers, a $30 baby bundle can reduce infant and maternal death by up to 78 per cent in Papua New Guinea. Meanwhile, $40 raised for Educate Girls can support a girl's education in India for an entire year. With more than seven million girls in India currently out of school, initiatives like these demonstrate how retail can serve as a catalyst for systemic change.
A future of impact and retail transformation
As consumers shop more selectively, their expectations for brands have evolved. Transactions are no longer just about price and convenience — shoppers increasingly look for alignment between their purchases and their personal values. This growing demand for purpose-driven business models signals a fundamental shift in retail, where integrating social impact is becoming as critical as product and promotion.
i=Change is at the forefront of this movement, helping brands redefine their role in the lives of their customers while creating meaningful, measurable impact.
Join the movement
Retailers today have the opportunity to drive both growth and social change. As the industry moves toward a purpose-driven future, integrating giving into the customer journey is an essential strategy for brands that want to remain competitive and relevant. To learn more, visit www.iequalchange.com and discover how your brand can join the movement and make an impact today.
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