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Charity Consumer Insights

Streamed Collaboration
Charities are leveraging streaming platforms to raise awareness
Implications - 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. The shift from traditional forms of outreach in the social good space, reveals how brands should better adapt to the engagement that younger consumers view as authentic.
Workshop Question — Consider how your brand could leverage the content consumption habits of younger consumers.
5.2
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?
3.4
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.
4.3
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?
2.4
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?
5.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Philanthropic Emoji
Charitable causes eliminate barriers to donation with easy emoji giving
Implications - In allowing consumers to use charity-related emojis, cause organizations can efficiently engage hard to reach demographics by offering an uncomplicated method of engagement that requires little time and effort. Given that barriers to donation may be assumed inaccessible, charitable causes eliminate many excuses in opening up emoji-activated giving and awareness channels. This progression also speaks to the effectiveness of gamification as an engagement tactic and the overall behavioral shift toward unobtrusive methods of communication.
Workshop Question — What are some new ways that your brand can increase communication, as a way to eliminate barriers between you and your consumers?
3.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Altruistic Finance
Finance brands partner with charities to build consumer trust
Implications - Seeking to project a more approachable, socially responsible image, financial institutions are partnering with social good organizations. Resulting in programs that offer financial literacy, greater accessibility and more, this is an important change on the road to gaining consumers trust.
Workshop Question — What brands outside of your industry are resonating with your consumers and how can you tap into that momentum?
2.9
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Crowdsourced Philanthropy
Seeking funding, social good enterprises turn to crowdlending techniques
Implications - Leveraging the social aspect of crowdfunding, social good enterprises are using the power of the crowd and online media to garner support for their cause. Seeking to not only raise funds but also spread the word about social initiatives and philanthropic endeavors, emerging enterprises are moving away from mainstream marketing approaches toward more niche, yet socially connected alternatives.
Workshop Question
4.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Automated Donation
Organizations use technology to integrate social good into a daily routine
Implications - Thanks to technology, charitable donation has become simpler and more streamlined. However, in order to make donating a frequent, habitual practice, organizations are integrating the process into everyday routines. Consumers are able to practice social good without having to take time out of their day, suggesting that greater convenience will lead to increased philanthropic involvement.
Workshop Question
3.5
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Social Good Gifting
Consumers opt for presents that do good for a holistic approach to gift giving
Implications - As consumers become more focused on how they contribute to causes in their daily lives, the rise in responsible gifting is creating a more conscious approach to the holiday season. This movement signifies a preference to expand socially responsible aspects into all areas of life.
Workshop Question
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends