Leveraging Customer Behavior from the Inside Out and Outside In
In 2006, American Express became the first company to take on musician and activist Bono’s challenge (Figure A.1) to help the international fight against AIDS, tuberculosis, and malaria. It introduced American Express Red, a credit card in the United Kingdom that would pay 1% of the credit card charges to a global fund. The donation would increase to 1.25% after charges exceeded ₤5,000 a year.
Figure A.1. American Express took up musician and activist Bono’s challenge to help the international fight against AIDS, tuberculosis, and malaria.
That’s one example of the ways ...
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