A Premium (and Freemium) Arms Race

World Wildlife Fund, though, has been promoting a tote bag as part of its membership efforts for well more than a decade. Recent mailings tout the social value of carrying one; not only do they reduce plastic waste, other people will "know you support conservation." However, one tote might no longer be enough to ensure a good response. Beginning in 2008, WWF upped its ante to two tote bags, and in 2010, to three. "One is never enough," says the latest buckslip. "Keep all or give one to a friend," it advises, which in addition to the environmental benefits is a good way to raise the group's brand awareness (Archive code #610-171878-1007B).