There’s no such thing as a free lunch. We’ve heard that phrase for decades. As marketers and consumers that idea has been reinforced hundreds of times. If you want something you’ve got to be willing to pay for it. Pay of course is a broad term and isn’t restricted to money. You’ve heard the phrase, “no pain – no gain.” There’s no money exchanging hands, but you are making trading time and sweat for physical and health results.

I’ve always called referred to this idea as the concept of mutual exchange. When you give something you get something. In theory what you get should be equal to what you give. Want a coupon? Give your email address. Want a Coke? Hand over $0.99. Every day we’re engaging in a form of mutual exchange.

It’s a simple concept. But, lately it seems that people and companies are taking gross advantage of the concept. For example, the airline industry. The nickel and dime-ing for things like checking luggage, charging for water, or my personal favorite charging for bathroom usage, doesn’t seem consistent with a mutual exchange, does it. What about the financial crisis? People who were doing the “right thing” – borrowing only what they needed, not over-extending, and still paying their mortgage are not getting a fair shake. Where’s their “bail out.” Essentially they’re being punished for doing the right thing, while others are being rewarded for doing the wrong thing. Doesn’t seem fair, does it?

But, not everyone is failing at the concept of mutual exchange. In fact some are going over and beyond the call of duty. There’s no finer example than the Hyundai Assurance program.

If the auto industry is going to turn around it’s going to need to fix the balance of the mutual exchange. Hyundai is doing this in spades. The Hyundai Assurance program states ever so eloquently:

A decade ago Hyundai pioneered America’s Best Warranty™. Now we’re providing another kind of confidence. Finance or lease any new Hyundai, and if in the next year you lose your income*, we’ll let you return it. That’s the Hyundai Assurance.

At Hyundai we think it’s easier to find a job when you’ve got a car. That’s why, for a limited time, we expanded Hyundai Assurance, and we’ve added…something extra. A plus, as in Hyundai Assurance Plus. If you lose your income, we’ll make your payments for 3 months while you get back on your feet, and if that’s not enough time to work things out, you can return the car with no impact on your credit.

We’re all in this together, and we think it’ll be a little easier to get through it with a good set of wheels.

The key piece of copy is “we’re all in this together.” As I wrote in my contribution to The Project 100, “we all have a role to play in the community.”

Now, more than ever companies and consumers need to realize that the concept of mutual exchange works both ways. You, as a consumer, have to be willing to pay a fair value and yes even provide some information if you want to get a fair deal from a company. The flip side is true as well – companies, now is the time to right your wrongs and be willing to give a little to get a little. Yes, that could mean sacrificing a few percentage points of margin to make it happen.

Lennon and McCartney had it right, “in the end, the love you take, is equal to the love you make.”