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Social Good Consumer Insights

Mutual Aid Network
During the COVID-19, organizations are supporting & launching mutual aid
Trend - Emphasizing the growing food insecurity and the crisis of homelessness, not-for-profits are facilitating special tools that help bring the community together in sharing resources. Mutual aid networks throughout the world are rapidly increasing and these initiatives are often maintained exclusively by volunteers.

Insight - As the COVID-19 pandemic continues and many countries around the world are going into their second or third lockdown, individuals are recognizing that members of their community need support for survival. Aware of the financial toll of the virus outbreak, many are looking for ways to contribute and support those who cannot afford certain necessities like food or a home. In coming together, while maintaining COVID-19 safety procedures, individuals feel motivated and encouraged that they will overcome this difficult time.
Workshop Question - How can your organization bring people together?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
LGBTQ+ Entrepreneurship
Organizations are striving to develop a diverse business and tech industry
Trend - Nonprofit organizations are looking to support the business endeavors of the LGBTQ+ community. In this space, various entrepreneurship resources, programming, and events are being directed toward overcoming barriers and getting ahead in industries.

Insight - Diversity and inclusion in all facets of life—from social circles to workplaces—are extremely important to contemporary consumers and as a result, many are advocating in favor of equality and opportunity for all. Given the many systemic barriers that are historically encoded into Western civilization, consumers are creating a demand for specialized resources that will support and assist in the growth of people who are part of marginalized communities.
Workshop Question - How can your brand support the LGBTQ+ community?
5.2
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Convenience Support
Convenience retailers offer free meals to support local school children
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.
Workshop Question - How can your brand leverage a sense of community and support its consumers amid difficult times?
4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Bean Transparency
Brands in the coffee space are offering transparency through traceability tools
Trend - Brands in the coffee space—ranging from quick-serve restaurants to direct-to-consumer retailers—are leveraging technology with traceability tools to provide consumers more transparency about their beans. This includes stating which farm the beans originated from and allowing consumers to verify that farmworkers were paid a fair wage.

Insight - Many consumers are now well informed about exploitative practices used to produce various crops. These procedures affect the community, the farmers, and the land in long-lasting ways. These consumers are passionate about sustainability and ethical labor and are looking to use their purchasing power to support brands that reflect these values. Brands that offer transparency in their supply chain will appeal to sustainable, ethical consumers.
Workshop Question - How can your brand showcase its ethical and sustainable practices?
6.4
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Alternative Currency
New forms of currency are alleviating financial stress or increasing loyalty
Trend - Whether for loyalty or the distribution of financial aid, the concept of alternative currency is gaining popularity. Institutions and businesses deploy this in the form of wooden money or digital stimulus to strengthen buying power.

Insight - Many consumers are experiencing high levels of financial stress, both in the current context of the COVID-19 pandemic and even before that. Simultaneously, they are recognizing the importance of supporting local and smaller businesses. This, in turn, is creating a demand for timely solutions that will support consumers throughout difficult times, while enabling them to access life necessities and services.
Workshop Question - How might your brand utilize the concept of alternative currency?
5.6
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Branded Accountability
Some brands take responsibility for their own inaction on issues of justice
Trend - Consumer pressure has made brands and institutions more aware that their past unwillingness to address the inequality that they help perpetuate, both internally and in society at large, is no longer an option. Some brands are aiming to change by taking significant financial and/or representation-based measures that aim for the equal treatment and success of visible minorities and women.

Insight - Now that the lines between activists and the average consumer have blurred due to increased education and general public knowledge of social issues, consumers expect that brands make effective changes to rectify their mistakes and complicity in the various issues plaguing the world today. Consumers expect more than lip service from brands when they’re addressing their mistakes, and instead expect that significant systemic changes are made in order to balance the scales and mitigate the favouring of certain demographics over others.
Workshop Question - How is your brand making internal changes that reflect the push for real, systemic change?
3.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Shelter Option
New forms of homeless shelters are debuting during the COVID-19 pandemic
Trend - Due to the ongoing pandemic, the housing crisis has intensified and many have been left without a home. As a result, designers and brands are deploying various flexible solutions—whether it is a hotel lending its empty rooms to people at-risk or a portable device that would at least protect individuals from the elements.

Insight - The COVID-19 pandemic has caused many people to become financially insecure and their access to basic life necessities—like health, food, and shelter—has been threatened or altogether removed. As a result, people are creating a stronger demand for assistance in this area. This is highlighted further by the many consumers who are fortunate enough to have remained relatively stable during the pandemic and who are now calling attention to this as a human rights issue, advocating for solutions that will help alleviate the stress for those at risk.
Workshop Question - How might you assist consumers at-risk during the COVID-19 pandemic?
5.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Un-Isolated Senior
Brands are launching initiatives to connect seniors during the pandemic
Trend - Brands are launching products and services aimed at keeping seniors connected and engaged amid the COVID-19 restrictions. These range from playful QSR entertainment to retiree-specific radio station recommendations.

Insight - The COVID-19 pandemic has been a very difficult lifestyle adjustment for people of all ages, and older generations have the added risk of being more likely to be affected by the virus. Although economies around the world are reopening, many social distancing restrictions are still in place and are causing a prolonged period of isolation for this demographic. Countering the collective psychological impact of the ongoing pandemic is just as important as containing the virus itself.
Workshop Question - How can your brand authentically support vulnerable populations in challenging times?
6.3
Score
Popularity
Activity
Freshness
Patterns
Megatrends
New School
School-related campaigns and services adjust in light of the ongoing pandemic
Trend - Back-to-school campaigning is looking a little different this year, with brands recognizing the impact that COVID-19 will have on students' ability to actually attend school in-person. Campaigns and services related to back-to-school are taking on new forms to accommodate this change.

Insight - The COVID-19 pandemic continues its impact on the world, and while restrictions have loosened in North America, people are still facing limitations in what they can and can't do--even in essential services like education. Consumers who understand the ongoing local risks are drawn to brands that are able to adapt their products and services in a way that prioritizes safety.
Workshop Question - How could your brand better adapt with safety in mind, despite loosened restrictions?
6.7
Score
Popularity
Activity
Freshness
Patterns
Megatrends
Non-Binary Tech
Brands in the technology space are launching gender-fluid characters
Trend - Technology brands ranging from video games to smartphones are now including non-binary characters for consumers to use as representation. These include AI assistants, video game avatars, and emojis.

Insight - Consumers are demanding representation at all levels and from all businesses they frequent. This is especially prevalent in younger demographics, including Gen Z and Millennial consumers, who are less conservative and have become more educated on inclusion and self-representation. As a result, they are unencumbered by the social restrictions of the past and are seeking the opportunity to represent themselves digitally with the same ease of their cis-gendered peers.
Workshop Question - How can your brand offer better representation?
4.8
Score
Popularity
Activity
Freshness
Patterns
Megatrends