Charity Consumer Insights

Trend - Both athletics brands and those adjacent to the sports industry are launching campaigns to support the inclusion of neurodiverse athletes. These campaigns include community activations, fundraising for charities, and sporting programs, thus building trust and good will with the communities.

Insight - As consumers become more socially conscious, their purchasing decisions increasingly reflect their values, particularly regarding inclusion. This shift in consumer behavior is evident in the sports industry, where there is a growing demand for brands to favor inclusion and show clear support for social issues. This trend is pushing brands to initiate and sponsor events, products, and endorsements that highlight neurodiversity in sports, thereby fostering a culture of acceptance and recognition.

Trend - Brands across various industries are campaigning for the importance of mental health. Often through financial partnerships with charities, these brands are showing their support for social causes and are investing necessary resources to address mental health concerns and prevent crisis.

Insight - Public lockdowns, increasingly isolated lifestyles, and economic factors have led to increased attention being paid to mental health issues and solutions. The public now desires supportive communities with social services available to help in times of crisis, both in the public and professional sectors. This desire for inclusion and care has led to brands launching mental health campaigns not only to build rapport and better connect with their consumers, but also to foster a supportive society.

Trend - Brands are integrating activism and charitable actions directly into business models and consumer loyalty programs. This helps consumers directly influence the amount of charitability from a business, making activist consumers more likely to frequently engage in these brands over others.

Insight - Voting with the dollar is a popular concept in North America. Consumers value brands that are transparent, authentic, and have a positive impact on the world. Some interact exclusively with these brands, while others prefer to do so when possible. Of the brands that engage in charity work, consumers prefer those that demonstrate their values with tangible actions. These consumers are more loyal to brands that integrate activism directly into the core business model.

Trend - Organizations are launching new Web3 campaigns, tools, courses, and products that are specifically geared toward Hispanic and Latin American populations. The majority of these initiatives have been founded in an effort to make Web3 more accessible and inclusive for both these groups.

Insight - Hispanic communities, as well as Latin American populations more broadly, face difficult and uneven barriers when entering the world of Web3. In the US, challenges include a lack of community funding and unequal Internet access. In Latin America, interested parties are held back by weaker tech infrastructure and fewer educational opportunities. To lessen these barriers, organizations are introducing Web3 initiatives dedicated to supporting these groups.

Trend - Bars are using their platforms as community establishments for social outreach. The companies are creating more inclusive environments through in-house initiatives and branded donations for worthy causes.

Insight - Throughout the pandemic, North Americans who were given the opportunity to work safely from home have had more time for introspection, leading to a greater appreciation of the sense of community and social interactions. As these consumers look inward and reassess their values, they expect companies to do the same. In response to this social change, businesses are increasing their community involvement to create a more inclusive environment for customers.

Trend - Companies across various industries are taking to the metaverse to spread awareness of ongoing societal issues in the physical world. These initiatives have been expressed through NFTs, metaverse avatars, and social services that encourage users to continue supporting humanitarian efforts.

Insight - The metaverse has allowed users to engage in new methods of communication that hone in on technological advancements. In a bid to reach virtual audiences, humanitarian and philanthropic organizations are communicating their efforts using the newly available technology. This brings real-world issues to the platform's forefront, making it accessible to metaverse users who subscribe to social activism.

Trend - Convenience retailers in Britain are showing their commitment to communities by stepping in to provide free school meals for local school children in need amid the holiday season. The initiative has grown nationwide, with many of these businesses registering on a dedicated online map to be more accessible for parents in need.

Insight - The global pandemic has caused a lot of economic strain as employees are laid off and business owners struggle to make a profit. As a result, many rely on government aid to support themselves and their families, however, when this aid is not enough, many consumers look locally for support. Consumers feel a sense of kinship to the local businesses they have been frequenting for years, and find some relief when these companies step up to help them during difficult times.

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.

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.

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.