Giving is the new taking, as our sister site likes to say. And while we’ve covered several examples of the growing importance of generosity as a societal and business mindset, we hadn’t yet come across anything from the tech sector. But now we’ve found not just one but two such examples, courtesy of Adobe and Telefónica. Adobe launched a program earlier this month whereby it is giving its Flex Builder 3 Professional software free of charge to developers who have been hit by current economic conditions and are out of work. To participate in the program, unemployed developers must attest that the software will be used only for personal use and skill-building—not for any production or commercial purposes. In exchange, they get a free copy of Flex Builder 3’s Professional version, which is normally priced at USD 699. Spanish telecom provider Telefónica, meanwhile, announced last month that it would begin offering discounts of up to 50 percent on unemployed customers’ fixed and mobile phone service. The offer applies also to customers who are self-employed, and the maximum limit is EUR 20 per month per invoice. Participants must have had a Telefónica account for at least 6 months; to apply, they need only submit an application form, available on the company’s website. Whether it’s helping fire victims find a place to stay, giving “worthy workers” a break or helping the unemployed get back on their feet, there are countless opportunities every day for brands to display their generous side. Think giving, think helping, think showing appreciation for others who do, and you just may win the hearts and minds of the burgeoning ranks of Generation G!