The Good Beginning is an online gift registry that helps today's consumers parlay the generosity of their celebrations into charitable donations, responding to shifting values in the gifting industry

While gift-giving is practically inherent to weddings, the recipients of this generosity are shifting. Instead, the betrothed are increasingly using the celebration of their nuptials as a creative outlet, showing their guests who they are as a couple and what they stand for—including their charitable causes, says Beth Helmstetter, founder of digital gift registry The Good Beginning.

In this show, PSFK founder Piers Fawkes speaks to Helmstetter about how weddings are becoming more multi-faceted, and how her business is helping couples link their philanthropic missions to their big day. For more about how the gift-giving industry is transforming to meet new consumer demands, see PSFK's report The New Gifting Experience.