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Charity Consumer Insights

Emergency Meal
Organizations and brands are assisting food banks to meet demand during COVID-19
Trend - Many brands and not-for-profit organizations in North America are joining forces to provide food banks with much-needed supplies and workers during COVID-19. These initiatives introduce some security in meeting the demand for meals, which has significantly increased as the pandemic continues.

Insight - The levels of food insecurity in communities has exponentially increased since the beginning of the COVID-19 pandemic, creating a demand for more support from the government and brands who are perceived to have the resource capacity to help. While for some consumers, this is a chance to alleviate financial strain from losing their jobs, for others—this becomes an opportunity to help and feel needed during uncertain times.
Workshop Question - How can your brand help in alleviating issues such as food insecurity?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Mixed-Reality Charity
Companies are engaging consumers with AR and VR-powered relief efforts
Trend - Ongoing relief efforts are being launched to ease some of the consequences of the COVID-19 pandemic. Many brands and organizations are opting for immersive technology—particularly augmented reality and virtual reality—to capture the attention of consumers.

Insight - The COVID-19 pandemic has created a global sense of unity as people around the world are connected by similar disruptions to everyday life. Motivated by a sense of empathy and a desire to overcome a shared obstacle, individuals are feeling disposed toward donating to community relief efforts. Since many consumers are predominantly spending their time online, the demand for charitable initiatives is paired with a desire for a gamified experience.
Workshop Question - How might your brand advocate for relief efforts amid a crisis?
6.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Co-Created Benefit
Brands and creatives are working on collaborations for COVID-19 relief
Trend - Brands are collaborating with other brands, creative professionals, and even their fans to co-design unique products. These projects are launched as relief efforts for independent businesses and individuals who have been strongly affected by the COVID-19 pandemic.

Insight - Consumers are experiencing the impact of the COVID-19 lockdown and those in a position to help are looking for accessible ways to do so. As a result, many are opting for products and initiatives that are launched as relief efforts for independent businesses, essential workers, and communities who have been severely impacted. In doing so, consumers feel more at ease as they have contributed to solving a problem brought on by this uncertain time.
Workshop Question - How might your brand orchestrate relief efforts for a community in need?
6.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Charity Skin
Developers are launching thematic skins to raise funds for philanthropic causes
Trend - In the gaming category, a 'skin' refers to the outfit of a character. It promotes a more customizable and immersive experience by placing emphasis on aesthetics. With the popularity of skins in mind, developers are creating outfits and characters that will raise awareness and funds for different charities.

Insight - Consumers look to give in accessible ways and are often much more receptive to initiatives that offer something small in return. The tie of shoppable objects to fundraising efforts allows individuals to feel justified about their purchase as they are able to get what they want, but are also assured that their money will go toward supporting a good cause.
Workshop Question - How could your brand appeal to the interests of consumers to raise awareness?
4.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Lighthearted Altruism
Campaigns focused on inclusiveness take on a more casual tone
Trend - Brands and organizations looking to signify a commitment to diversity are doing so with marketing campaigns that have an unexpectedly light and sometimes even sarcastic tone to them. This stands in stark contrast to the typically serious and emotion-driven style that's come to be characteristic of this content.

Insight - Consumers, especially those who are immediately impacted by diversity efforts, are accustomed to messaging around inclusiveness that has a very serious and intense tone that's effective at eliciting an emotional response, but not necessarily resulting in meaningful change. As a result, there's a craving for more frank and honest communication around important topics like diversity.
Workshop Question - What are some ways your brand could approach a serious topic with a respectful but radically honest approach?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Streamed Collaboration
Charities are leveraging streaming platforms to raise awareness
Trend – In recent years there has been a surge in viewership on gaming platforms, and charities are tapping into the fanbases of popular gamers and gaming franchises to raise awareness of their causes among Millennial and Gen Z audiences. Events like this also provide an avenue for popular gamers to use their platform to contribute to causes they find important.

Insight - As Millennials and Gen Z are drawn to authentic marketing campaigns that are integrated into their social and recreational consumption habits, more traditional industries are having to adapt in order to better appeal to these demographics. Younger consumers are more likely to engage with targeted content on social and gaming platforms due to those offering interactive experiences.
Workshop Question - Consider how your brand could leverage the content consumption habits of younger consumers.
4.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Scholarships
Brands invest in schooling to boost educational awareness
Trend - As brands become more conscientious of the causes they adhere to, a shift toward more educational endeavors can be observed. Focusing on offering scholarships and educational support, brands in non-traditional spaces like gaming and auto are getting involved to help support those in need of financial aid.

Insight - Beyond building educational awareness, these brands are also showcasing a dedication and commitment to causes that help consumers and their overall growth and development. Their alignment with education-based initiatives comes as young consumers feel more loyalty to brands that cater to the social and political causes that speak to their own lifestyles and needs.
Workshop Question - How can your brand better invest in the development and growth of younger consumers?
2.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Wearable Politics
Brands, artists and organizations imbue apparel with powerful charged messages
Implications - While politically themed apparel isn't anything new, it's been showing up more frequently in places one previously might not have expected. Given the visibility of politics from all angle in the social media age, it's not much of a surprise that brands, artists and organizations alike have felt the need to share their views. Not only has this increased the variety of apparel of this nature and the availability of it, but it illustrates how a dialogue between consumers and brands has grown more personal.
Workshop Question - Does your company vocalize a stance on any political issues? If so, what are the advantages and disadvantages therein? Ask the same questions if you are not vocal.
4.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Appified Philanthropy
Consumers turn to apps to give gifts to those in need
Implications - Offering a more streamlined way to give back, brands are turning to platforms that allow consumers to gift items and donate goods to those in need. Redefining how “acts of kindness” are experienced, these apps allow consumers to gift everything from food and beverages to charitable donations. These apps speak to a growing desire for not only more efficient methods of philanthropy, but also a need for more curated and customized forms of social good.
Workshop Question - Consumers have an innate desire to promote social causes; how can you help streamline that process?
2.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Humanitarian Fashion
Consumers consider human rights an integral part of brand loyalty
Implications - The globalization of business, paired with the interconnected nature of the digital world, has lead consumers to consider companies stakeholders in human rights. In addition to sustainable production, consumers are now actively searching for brands that make civil liberties a mission or a goal. Though change might be slow, this progression indicates companies are evolving to better align their practices and beliefs.
Workshop Question - How can your brand better align itself with the morals and values of its targeted consumers?
5.1
Score
Popularity
Activity
Freshness
Patterns
Megatrends